Ty Menzies, the CEO of Lift Brands, recently sat down with Club Solutions to discuss international fitness trends, Snap Fitness and the company’s trajectory.
Lift Brands is the parent company to Snap Fitness and FitnessOnDemand, and a minority partner in 9Round and Fitstop.
The company, under CEO Ty Menzies’ stewardship, has navigated through an era marked by pandemic challenges and evolving consumer preferences. On the other side, the brand is emphasizing a holistic approach to fitness that transcends the traditional gym model.
In particular, Menzies highlighted Snap Fitness’ pioneering role in the 24/7 gym concept, which democratized access to fitness through affordability and convenience. However, as the novelty of round-the-clock access became a standard expectation, Snap Fitness embarked on a brand repositioning journey. This shift was catalyzed by a deeper understanding of consumer desires for a fitness experience that impacts both physical and mental well-being, leading to the adoption of the tagline “Snap Fitness – For the Feeling.” The rebranding effort included comprehensive market research and engagement with current and past members to realign the brand’s offerings with consumer expectations for a community-oriented, rewarding and mentally uplifting fitness experience.
Menzies also discussed the franchise model of Snap Fitness, emphasizing the importance of direct support and engagement with franchisees to foster growth and success. This approach has led to significant internal growth, with a large percentage of new franchises being opened by existing franchisees, indicative of their confidence and success within the brand.
On a global scale, Menzies observed consistent fitness trends across different markets, with a marked shift in consumer behavior post-COVID-19. He noted an increased demand for affordable, community-centric fitness solutions that offer flexibility and acknowledge activities outside the gym. This shift towards a more educated and versatile consumer has guided Lift Brands’ strategy, including the integration of technology to enhance the member experience, both in and out of the gym.
What the full video Q&A with Menzies on international fitness trends and Lift Brands above.
