Snap Fitness Sees Strong Global Gym Growth After Rebrand

The Minnesota-based franchisor of 24/7 gyms continues to open locations across the globe, buoyed by new branding and a revamped member app

Snap Fitness is making good on its lofty global expansion goals, with the gym brand seeing strong franchise growth in the first half of this year.

Over the first six months of 2024, Snap Fitness opened 20 new locations worldwide and signed 43 franchise agreements, the brand reports. One of those gyms, in Sligo, Ireland, achieved record-breaking pre-sale membership numbers.

The Minnesota-based franchisor of 24/7, no-frills gyms currently counts over 1,000 locations, with a significant presence in the United States, Australia and the United Kingdom, and active plans to expand across Europe, the Middle East and Asia.

Snap’s strong growth numbers so far in 2024 build on the brand’s success in the back half of 2023.

“We have opened 36 new gyms in the past 12 months (for the period ending July 2024), remodeled nearly 100 gyms and sold 78 new territories, so we have a really strong and solid foundation,” Snap Fitness CEO Ty Menzies tells Athletech News. “The company aims to continue this growth trajectory, focusing on further global expansion.”

The growth comes after Snap completely rebranded itself back in 2021, updating its color scheme, logo and even the layout of its gyms. The brand also released a new tagline, “For the Feeling,” designed to be more inclusive and embrace the wellness wave that’s currently taking over fitness.’

Menzies says the rebranding is part of “a several-year strategy to modernize our entire network.”

“We are a few years into this process and the results are speaking for themselves, with membership numbers up more than 18% on pre-COVID averages and more interest from people wanting to become a franchisee than ever before,” adds Menzies, who took over as Snap’s CEO in 2020.

Investing in Digital Content & Wellness

To complement the new look and feel, Snap has invested in its member app, which includes on-demand workouts along with nutrition, meditation and mindfulness content. On the app, members can track their fitness progress through integrations with Apple Health, Google Health and Myzone, and also earn rewards and celebrate milestones.

“The Snap App is something we are really proud of, and the journey and evolution of this is remarkable,” Menzies says. “We have a growing library of more than 1,200 on-demand workouts that members can do in the club, at home or on the go. We have really focused on creating a journey to personalize this app and as a result have a ton of meal plans and recipes – bespoke to each and every member.”

Snap has also introduced new Recovery Zones at select gyms, adding wellness modalities like infrared sauna and CryoLounge chairs.

Commitment to Mental Health

The brand is also highlighting its commitment to charity, namely mental health initiatives. Snap says it raised almost $25,000 thus far in 2024, with plans to raise even more. The fitness franchise works with organizations including the National Alliance for Mental Illness (NAMI), the Livin Foundation, I Am Hope and the RSPCA Million Paws Walk.

For Menzies, Snap’s commitment to mental health not only aligns with the brand’s “For the Feeling” tagline, it highlights the important role that fitness brands can play in helping people improve their holistic health and wellness.

“By supporting mental health charities, we’re able to continue to shine the spotlight on the crucial link between physical activity and mental health,” Menzies says. “At Snap Fitness, we’re not just in the business of physical transformation; we’re committed to nurturing mental and emotional wellbeing.”

Lift Brands, the parent company of Snap Fitness and Fitness On Demand , is exploring a sale, Menzies confirmed to ATN in April. Private equity firm TZP Group has backed the fitness company since 2014.

“I’m excited about the opportunity to bring in a new, energetic investor who can really get behind some of these strategies for growth I want to drive,” Menzies told ATN April.

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