Q&A: Jason Markowicz on Recovery Trends and Growth
Fitness Premier, led by CEO Jason Markowicz, operates 18 locations, mainly in the Midwest and Georgia. Celebrating 22 years in business, Fitness Premier has been franchising since 2016. The brand distinguishes itself with a tertiary market model, delivering a total fitness solution that includes traditional club features like strength and cardio equipment, alongside training and nutrition offerings. Their latest innovation is the Relax and Restore area, which adds wellness solutions such as massage, sauna and bio charges.
The company is on a growth trajectory, expanding both organically and through franchising. Emphasizing the importance of operational infrastructure, Fitness Premier has developed corporate locations before franchising to ensure success. The brand has recently invested in Relax and Restore recovery suites, averaging 1,200 to 2,000 square feet in size, within their standard 10,000 square foot club spaces. These areas feature infrared saunas, bio chargers, massage chairs, cryotherapy beds and more, providing a space for members to unwind and recover. This initiative has led to the introduction of a new membership tier, which has been well-received, and there are plans to incorporate it across all locations in 2024.
The company also focuses on leveraging technology to enhance the user experience, particularly for younger members who prefer mobile interactions. Streamlining operations to address rising labor costs and improving efficiency is another focus area. Markowicz advises other operators to invest in their teams, emphasizing the importance of professional development through initiatives like monthly lunch and learns and quarterly masterminds, which cater to all levels of the organization.
The commitment to staff development is a cornerstone of Fitness Premier’s philosophy, acknowledging that well-trained staff represent the brand and are crucial to a positive member experience. As the company grows, maintaining a focus on people — both staff and members — remains a key strategy.
