Two of Louisiana’s most respected and long-standing fitness brands — Franco’s Athletic Club and Cross Gates Family Fitness — announced a new strategic partnership where Cross Gates will assume operational management of Franco’s.
This collaboration unites two legacy organizations that have each built decades-long reputations for excellence, community engagement and member satisfaction. In conjunction with this partnership, they’re immediately launching a multi-million dollar renovation and expansion project across the Franco’s facilities, promising major upgrades across nearly every area of the clubs.
The agreement covers Franco’s Athletic Club in Mandeville and Franco’s on Magazine Street in New Orleans. Franco’s CrossFit is not part of this partnership.
A Partnership Built for Growth and Service
“Everything our members love about Franco’s is staying the same, but it’s getting better,” said Ron and Sandy Franco, the owners of Franco’s Athletic Club. “This partnership is born out of a decades-long relationship between the two organizations. We’re completely aligned on our vision to provide our community with world-class health and wellness destinations for the entire family.”
As part of this partnership, Larry Welch and Nate Welch will serve as managing partners overseeing overall club operations across all locations. Their leadership and operational expertise will guide the unified organization into its next era of growth, innovation and service. Ron and Sandy Franco will remain involved in the organization to enhance the continued growth of the Franco’s brand.
“We’re profoundly honored to assume the management of Franco’s Athletic Club,” said Nate Welch, the president of Cross Gates Family Fitness. “Franco’s is an institution, and we recognize the gravity of that legacy. Our commitment is absolute. We’re investing all of our experience and resources into the clubs, ensuring they not only remain the top-tier destination for fitness and community on the Northshore and in New Orleans but continue to excel for years to come. We’re eager to begin this new chapter and share the results of our expansion with the members. Franco’s and Cross Gates teams have already begun the transition process. And operations under the new management structure are effective immediately.”
