Vinny Sansone discovered a passion for fitness at a young age while working out with friends in a basement during the late 1970s. He found working out gave him confidence, improved his self-esteem and helped him in sports, and he recognized early on helping others through fitness was his true calling. In eighth grade he wrote down his dream — which was an unusual choice for the time — to own a gym one day.
He continued pursuing this path through high school and college, where he played football and worked at a gym, eventually becoming its manager. That experience confirmed his desire to open his own gym. With encouragement from his then-girlfriend, now wife, and father — who co-signed a small business loan — he opened his first gym, The Fitness Connection, in Middletown, Connecticut, on August 20, 1988, at the age of 24.
The gym had a modest setup typical of that era — mostly weights with just a few cardio machines. He views those early days as pioneering in the health and fitness space and sees echoes of that old-school gym culture returning today.
Soon after opening, the gym rebranded as a Gold’s Gym after Vinny flew to California and secured a licensing deal. The strong national brand boosted their credibility and helped fuel growth, including opening a club next to ESPN’s headquarters. They also pioneered the idea of “clustering,” allowing members to use one membership at multiple locations.
However, Vinny realized early on that growing a successful business couldn’t be done alone. As he put it, “I’m a big believer in I would rather have 100 people helping me and have a 1% stake in the business than one person with 100%.”
He was often underestimated by others, with gym members asking, “What do you do for your regular job?” — assuming he just worked out all day. But, as he clarified, “This is my job. I work like 80 hours a week.”
To grow, Vinny knew he needed a trustworthy, committed team. “I need people I can trust. I need people we can grow the business with,” he explained. “People who I better be able to trust and who believe in the vision and the mission.”
That led him to recruit family and close friends — including his wife, her siblings, his own siblings and longtime friends. “We started to be able to have this core group of people who were all maniacs on a mission with my vision,” said Vinny. Together, they opened more Gold’s Gym locations in Stratford and Norwalk, and momentum built quickly.
“I joined to help my brother bring his lifelong dream to life and quickly discovered that entrepreneurial drive and genuine care for people go hand in hand here,” said Jimmy Sansone, the chief strategy officer of The Edge. “From Day One, I immersed myself in every aspect of the business: laying out gym designs, sourcing equipment, scouting and selecting club locations, training staff, handling early marketing efforts, pitching in on equipment deliveries, membership sign-ups, stocking products, and even rolling up my sleeves to keep the facilities spotless. Watching that original spark evolve into something that feels like family to everyone who walks through our doors has been immensely rewarding.”
Despite having a strong team and growing footprint, they eventually hit a wall.
“Connecticut had 23 Gold’s Gyms licenses,” said Vinny. “We were out of room.” They explored other territories like Virginia, Maryland and Las Vegas — even acquiring licenses — but realized it just didn’t make sense for them.
That’s when the team decided to go independent. After meeting and brainstorming, they launched their own brand: The Fitness Edge. This decision marked the beginning of what would eventually become The Edge Fitness Clubs.
In the early 2000s, The Fitness Edge was thriving, charging $49 to $69 a month. But then a new wave of budget gyms entered the market with a disruptive $19.99 model. Despite lacking childcare, group classes and other amenities, the low price drove a massive shift in consumer behavior, cutting The Fitness Edge’s membership and revenue down significantly.
“We were the first to face Planet Fitness,” said Vinny. “Overnight, they disrupted the whole fitness industry, starting with us. We were the strongest in Connecticut by far. It was significant, and I’ll never forget it. I still remember it like it was yesterday. We would have conversations with our members in Fairfield and Norwalk and be like, how are you guys leaving us? You’re a personal training client.Your kids are in our babysitting room. You do group exercise. They don’t have any of this. And literally hundreds of people gave the same answer, ‘But it’s $19 a month. How do I not join there?’ And that started, really the revolution of HVLP, which, at the time, was high volume, low price.”
Shocked by the exodus, the leadership team realized they had to adapt or risk further decline. After a year of financial strain, they regrouped and rebranded as The Edge Fitness Clubs. They matched the low-cost price point, added an even lower $9.99 tier, but crucially kept all their premium amenities. This high-value, low-price blend was a first in the industry and became the blueprint for what’s now known as HVLP today.
This move helped them win back thousands of members, regain market momentum and attract attention from gym operators nationwide facing the same threat. They began hosting seminars and mentoring others.
They emphasized that success required large clubs, high member volume and operational excellence — what they now call their “secret sauce.” Their ability to adapt quickly and deliver high-quality experiences at competitive prices became the blueprint for modern gym success. And it’s paid off with the brand now having 43 locations across nine states.
“We may be growing fast, but our roots are firmly planted in integrity, humility and authentic relationships,” said Jimmy. “Whether you’re stepping in for your first workout or exploring partnership opportunities, you’ll find our commitment to community and changing lives isn’t just a tagline, it’s how we operate every single day.”
Joe Moretti, the SVP of operations, echoed Jimmy’s sentiments.
“We’re not just chasing growth; we’re redefining what a fitness community can be,” said Moretti. “From our cutting-edge equipment and diverse class offerings to our hospitality-forward approach — like our Edge Fuel Bars with trending protein snacks, shakes, etc. — bright, shiny clean clubs and recovery lounges, we aim to set a new standard for member experience. Whether you’re considering a new gym, you’re a first time member or just looking for community, The Edge is built on innovation, inclusivity and genuine connection.”
One of The Edge’s most recent innovations is its world-class strength program, featuring Les Mills Ceremony, HYROX Training and Edge Strong Team Training HIIT classes, fittingly named Edge StrongR. Focused on elevating functional strength, endurance and overall performance, this high-intensity program challenges participants to achieve exceptional results and, if they plan to participate, prepares them to compete in event-based strength challenges like HYROX’s The Fitness Race.
As the first HVLP fitness club to introduce an exclusive strength-focused program of this caliber, The Edge Fitness Clubs invites members to unleash their full potential and become the strongest version of themselves.
“The Edge is known for embracing innovation to meet and exceed our customer demands,” said Vinny. “Our Edge Strong small group training classes are no exception, and we’re excited to announce our newly transformed Edge StrongR Program, designed to inspire our members to push their limits and achieve new milestones in their fitness journeys. This initiative is further elevated through our partnership with powerhouse concepts like HYROX training and Les Mills Ceremony.”
This evolution in programming reflects broader shifts triggered by the COVID-19 pandemic. When it hit, gyms faced lockdowns, capacity restrictions and a sharp decline in attendance — particularly among members over 35. In the aftermath, a new kind of gymgoer emerged: younger, more educated on fitness thanks to social media, and deeply invested in strength training and longevity. Gone are the days of convincing members to exercise — today’s 20-somethings arrive with a baseline understanding of the benefits and a clear vision of what they want.
To meet these changing expectations, The Edge has fortified its workout floors post-COVID-19 with more specialized equipment, expanded free weight areas, and trending amenities like recovery zones and functional training spaces. It’s all part of anticipating what’s next, or as Vinny puts it, “skating to where the puck is going, not where it is.” While legacy chains are facing challenges adapting their smaller, no-frills models, The Edge continues to evolve by listening to members, watching behavior and staying nimble — because in fitness, people vote with their feet.
Reflecting on the journey from a basement gym in the 1970s to leading a forward-thinking fitness brand in the country, Vinny acknowledges the path hasn’t always been easy, but it’s been worth it.
“Everybody thinks owning your own business is easy, right? But it’s hard,” said Vinny. “You’ve got to be willing to put in an unbelievable amount of effort. No one’s coming to save you — it’s on you. You need to be willing to listen to others, watch what’s going on, be open and adaptable to change, because it’s going to happen, whether you like it or not.”
From scribbling a dream in eighth grade to reshaping what the gym experience looks like for hundreds of thousands, Vinny’s story is a testament to what happens when passion meets perseverance.
“One tradition I particularly cherish is watching my brother, the visionary behind this company, bring his childhood dream to fruition and observing its ripple effect on members, employees and community partners,” said Jimmy. “Those moments reinforce the deep purpose behind everything we do.”
