24 Hour Fitness Follows HVLP Gyms in Membership Points Offerings

Members of the chain can earn redeemable points simply by taking a class or referring a friend.

Sometimes the heaviest weight to lift at the gym is the front door, according to Debbie Fiorella, the chief technology and digital officer at 24 Hour Fitness.

To boost member participation and motivation, fitness chain 24 Hour Fitness has launched its new loyalty program, offering members the chance to earn points based on their involvement in various gym activities, from classes and coaching to check-ins on the gym’s app.

The loyalty program, titled FitPerks, encourages 24 Hour Fitness members to commit to a healthy lifestyle by offering the incentive of redeemable points for discounts. Members can receive deals on gym merchandise, local restaurants, stays at hotels and resorts, and earn extra points by referring a friend to the chain.

“We want to build as much motivation into using the gym as we possibly can and having an incentive structure is a great way to give that nudge we all need,” Fiorella said. “Our members are at the heart of everything we do, and this program is designed to reward them for their hard work and commitment towards their fitness goals.”

24 Hour Fitness, which boasts nearly 300 clubs in 11 states, will be offering these deals to new as well as current members.

The company’s newest program comes two months after high-value-low-price gym competitor Planet Fitness announced the return of PerksFest. In this summertime program, members could score deals from popular brands like AARP, Crocs and GNC.

High-value low-price gym chains such as Planet Fitness, Crunch Fitness, and now 24 Hour Fitness, are focused on advertising complimentary perks for members, such as Planet Fitness’ Judgement Free Zone program and Crunch’s Crunch Perks. The only barrier to these perks is a membership, which can cost as low as $10 to $15. Benefits typically include discounts on items such as athletic wear, food delivery services, and gas.

Last year, 24 Hour Fitness added two California locations in Roseville and Irvine that boast boutique wellness offerings including infrared saunas, a cold plunge pool and yoga. The fitness company celebrated its 40th anniversary last summer.

According to the perspective of an HVLP gym, the biggest obstacle to a healthy lifestyle should simply be signing up for a membership. The introduction of FitPerks reflects the growing trend among HVLP gyms to remove barriers to maintaining a healthy lifestyle by making the benefits of membership as accessible and rewarding as possible.

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