Fitness Premier, a full-service health club chain based in Chicago, continues to expand and innovate, now boasting 18 locations with further growth on the horizon. The brand has recently reported impressive business performance, driven by strategic initiatives that enhance both revenue and member experience.
In 2024, Fitness Premier expanded its footprint by 30% and achieved an 11% year-over-year revenue increase. This growth came despite industry-wide challenges, including a projected decline in new member unit volume. According to Rick King, the vice president of Fitness Premier, the company’s leadership anticipated these headwinds and proactively adjusted their strategy.
“We took that seriously and said, ‘OK, if we’re going to see less new member unit volume throughout the course of 2024, we have to provide a way for our network to still increase revenue and still provide success,’” said King.
By diversifying revenue streams and optimizing internal operations, Fitness Premier successfully increased profitability even with fewer new members. A key driver of this success was the introduction of Relax + Restore recovery suites, which not only enhanced the member experience but also unlocked a new membership tier — boosting both engagement and revenue.
Looking ahead, the brand is preparing to pilot a medical weight loss program in four locations. The initiative will provide safe and effective weight loss solutions with professional medical oversight, addressing a growing demand in the fitness industry. King emphasized the importance of aligning with the right partner to distribute the medications.
“We have a lot of alignment and integrity there with our partnership,” explained King.
The program will integrate medical supervision with guidance on nutrition and exercise, ensuring a holistic approach to weight management.
Beyond its internal growth strategies, Fitness Premier is also accelerating its franchise expansion. In the past year, the company awarded six new franchises across the country, setting the stage for continued nationwide growth.
“It’s exciting times for us,” said King.
By focusing on innovative service offerings, strategic partnerships and scalable franchise growth, Fitness Premier is positioning itself for success in 2025 and beyond.
