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On the MUV Again


After bursting onto the scene in 2014 in Spokane, Washington, as a multi-faceted fitness company with three unique concepts, MUV Brands is getting ready to make a big move into the Northwest market. MUV is opening a brand-new facility in Portland, which will be the fitness chain’s second location in Oregon.

“Portland is done, the lease is signed, it’s ready to go,” said Joel Tallman, the founder and CEO of MUV Brands.

This new club will be the 13th location that MUV has opened in just three years, and the fitness franchise is not stopping any time soon.

The majority of MUV’s locations are in South Carolina, with another in Colorado.

MUV Brands features three concepts: MUV Fitness (large-box facilities), MUV Training Strength (a boutique concept), and MUV Training Strength programming (a proprietary program for non-MUV clubs). All three concepts will be on full display in the Portland location.

With the success that MUV had, Tallman saw an opportunity on the West Coast to grow the brand. Consumers all over the nation crave engaging, challenging and rewarding workout programs that offer results — all of which MUV’s concepts provide.

In addition to the Portland location, Tallman said MUV is also working to expand its proprietary programming. “We’re really focused on developing our proprietary programming, not only in the group strength area, but also [with programs like MUV Barre],” said Tallman. “We believe our barre program could be extremely exciting. We’ve developed a certification program for that. We’ve implemented it in four of the locations in South Carolina, and plan to make that really foundational to the brand.”

In addition to MUV Barre, the company is currently developing and testing a MUV Cycle program, that will focus on offering high-intensity cycle classes in 30 minutes.

The MUV Barre and MUV Cycle initiatives are relatively new to the company, but have already received warm receptions from members of the MUV Fitness clubs.

Offering a wide variety of workout classes, individual or group, is what’s made MUV so popular so quickly. And Tallman doesn’t see the momentum slowing down any time soon.

“We [expect to] see multiple expansions over the next two years or so … even beyond our franchise operation that will hopefully go nationwide, and maybe beyond that,” said Tallman. “We see heavy growth in the West, and in our [South] Carolina market. We’re excited about that.”

Bobby Dyer

Bobby is the former assistant editor of Club Solutions Magazine.

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