Fitness Premier Welcomes Jeff Schade Back in Pontiac Illinois

Fitness Premier 24/7 Clubs, the full-service fitness franchise known for its community-first mindset and scalable business model, is welcoming a new yet familiar face into its growing family of franchisees: Jeff Schade, a seasoned health care entrepreneur and former gym owner, is now the proud operator of Fitness Premier in Pontiac.

Schade’s journey to franchising is a full-circle moment. Years ago, he owned and operated a health club under the name Champion Fitness as part of his broader physical therapy business, which spanned 24 locations throughout Central Illinois. In 2016, he sold the physical therapy side to ATI Physical Therapy and later transitioned the gym to Fitness Premier after forming a close relationship with brand leaders Rick King and Jason Markowicz.

“Rick and Jason were looking to expand into the area, and they approached me about buying my club,” said Schade. “They ran it for several years and did a fantastic job maintaining the culture and community. It just made sense to keep it a Fitness Premier. They obviously know what they’re doing.”

Now, years later, Schade is reentering the fitness space, not as an owner-operator of an independent gym, but as a fully vested Fitness Premier franchisee. The decision, he says, was fueled by both a renewed passion for fitness and a desire to work alongside leaders he trusts.

For Schade, the most important factor wasn’t the brand name — it was the people behind it.

“What attracted me to Fitness Premier wasn’t just the concept. It was Jason and Rick,” Schade said. “They had the same values I did. Champion Fitness was a small-town club where you knew everyone by name. That’s the environment they wanted to continue, and that’s the environment I wanted to be part of.”

Schade credits the Fitness Premier team for not only maintaining that sense of community but also teaching him more about the business side of fitness — something he hadn’t focused on as much in his earlier days.

“They taught me a lot about the revenue side of the business — how to run a gym profitably,” he said. “That wasn’t my focus before because my income came primarily from physical therapy. But now, I see how team training, personal training, and those additional services are what really get people healthy — and keep them coming back.”

Schade is also reimagining his building in Pontiac to include additional amenities, like golf simulators and a bar, allowing for creative cross-marketing and shared staffing.

“We’re already reinvesting in the space, so it made sense to reinvest in the gym too,” he said. “It’s about creating a destination — not just a gym.”

And he’s not doing it alone. His brother-in-law and sister-in-law are joining him in the venture, making it a family affair.

“I don’t know if I would’ve done it again by myself,” Schade said. “We’ve always talked about starting something together, and this was the right opportunity.”

With decades of experience in health care and business ownership, Schade has a clear message for prospective franchisees: make sure you’re all in.

“You have to believe in the concept. You can’t sell something you don’t believe in,” he said. “Second, embrace the help from your franchisor. I’ve run businesses on my own, and now I’m laughing with Jason and Rick, saying, ‘You guys take care of this stuff for me? This is fantastic.”

And most importantly?

“Know that your life becomes the franchise. This isn’t an 8-to-5 job. It’s a lifestyle — and a great one if you’re willing to invest.”

As a former University of Illinois baseball player and lifelong advocate for wellness, Schade brings a unique blend of athletic passion, health care knowledge and community focus to the Fitness Premier brand. With Pontiac as his home base, he’s excited to continue making an impact — now with the full support and scalability of a franchise system behind him.

“I’ve had a great life in health care, and I’m so excited to be back in the industry I love,” he said. “Fitness Premier just feels like the right fit.”