The fitness franchise has launched wellness brands such as FS8 and Vaura Pilates. We also plan to incorporate recovery as a complement to our core HIIT offering.
The turnaround in F45 training in recent months under new CEO Tom Dowd has been remarkable. The brand’s new and exciting programs have taken members everywhere from inside Mark Wahlberg’s head to literal mountaintops. But the resurgence of the functional fitness franchise is only just beginning.
F45 is taking a disciplined approach to expanding its services in 2024 by staying true to its core principles as a brand while keeping an eye on fitness and wellness trends.
Innovations already underway or underway include Pilates, yoga and recovery.
Ryan Mays, F45 Training Chief Operating Officer, said: “Across our organization, we have a deep pipeline of new products, innovations and other initiatives that we are actively pursuing.” “The fitness industry is constantly evolving, and as a global leader in the boutique market, , we recognize the need to evolve with it.”
Incorporate Pilates, yoga, etc.
F45 primarily features functional HIIT-style workouts that combine cardio and weight training, but the brand doesn’t handcuff or abandon those techniques. F45 recently launched the FS8 and VAURA brands. The former includes a hybrid of Pilates, Tone, and Yoga to encourage a unique workout style. The latter features a new interpretation of sports reformer Pilates using an ultra-premium multi-sensory experience.
“We saw an opportunity to bring two new concepts to market, each complementary to the F45 in their own right,” said Mays. “It’s no secret that the Pilates and yoga categories are experiencing tremendous growth as consumer interest in these therapies increases. This creates an attractive opportunity to increase market share through our two brands.”
In January, F45 launched its first U.S. location, VAURA Studio, in Manhattan with key franchise partners. Mays says they are “thrilled with the early momentum” after their debut.
The brand also continues to enrich the supplementary components associated with the original F45 workout method. This includes the creation of new class formats, enhanced strength training, new warm-ups and cool-downs, and even his FLEX “Train on Time” feature in select studios. This allows members to visit the studio for added convenience. For off-peak or day-long workouts outside of school hours.
These additions to F45’s product line align with the brand’s core goal of making workouts more accessible to the general public.
“One of our key strategic goals for F45 is to attract new members who don’t already know about F45 or have never considered F45 before,” Mays explained. “There is still a significant opportunity to increase brand awareness in most markets outside of Australia and New Zealand. There is a perception in some markets that the F45 is only suitable for more seasoned or experienced fitness consumers. This couldn’t be further from the truth. While our membership includes hardcore fitness enthusiasts, F45 is aimed at everyone, no matter where they are in their fitness journey. ”
Riding the wellness wave
F45 does not turn a blind eye even after the members have finished their training. In fact, the brand is now more focused than ever on that aspect of your fitness journey.
“One of the key areas where we can expect more from the F45 is recovery,” Mays said. “There are many opportunities to evolve our services and the way we operate to benefit from these trends.”
“At F45, innovation has always been a core part of our DNA,” added Mays. “If you look at the industry today, there are some big themes that are gaining momentum, for example gamification, data tracking and a focus on longevity, all of which align closely with our approach to fitness. There is no time like the present to innovate.”
Recovery continues to accelerate in the fitness sector. The F45 follows that trend, but the brand does so carefully and strategically.
“We strive to foster an environment that is open to new ideas about how we can improve our offerings and increase efficiency in the way we operate,” Mays said. “We are absolutely committed to making data-driven decisions, and that data is invested in our own commissioned research and feedback from our franchisees and members.”
Mays added that F45 “will test new ideas before moving forward, especially given the global reach of our network and the nuances across different markets.”
F45’s meticulous approach will deliver success for the brand as it rolls out additional products in the second half of 2024. Innovation is not limited to new fitness and wellness modalities.
“Given today’s pipeline, we are confident that this year will deliver even more innovation and ‘newness’ across the board,” Mays said. “This includes everything from technology upgrades to new ways to support the network. Adding fuel to the fire, we believe 2024 will be a very productive and important year for F45. ”
