---
title: "Vasa Fitness Debuts First-Ever Cold Plunge at New Colorado Location"
url: https://burnaze.com/article/1300625d-97e3-46ea-a615-382a37023062
source: "Athletech News"
original_url: https://athletechnews.com/vasa-fitness-opens-15th-colorado-gym-with-first-cold-plunge/
author: "Courtney Rehfeldt"
category: "Gym & HVLP"
industry: "Fitness"
segment: "Gym & HVLP"
topics: ["Development & multi-unit"]
published: 2025-07-31T20:36:48.000Z
modified: 2026-10-31T17:23:18.356Z
image: https://athletechnews.com/wp-content/uploads/2025/07/VASA_Fitness_Colorado_Springs_Cold_Plunge_with_People-scaled-e1753989781758.webp
---

# Vasa Fitness Debuts First-Ever Cold Plunge at New Colorado Location

**TL;DR:** Vasa Fitness has opened its 15th location in Colorado, featuring a cold plunge tub and other amenities, as part of its strategy to expand access to affordable fitness. The new location is part of the company's plan to cater to Gen Z consumers seeking more from budget-friendly gyms.

*By Courtney Rehfeldt, originally published in Athletech News on 2025-07-31. [Read the original](https://athletechnews.com/vasa-fitness-opens-15th-colorado-gym-with-first-cold-plunge/).*

## Story

Vasa Fitness has opened its fourth location in Colorado Springs, marking the high-value, low-price (HVLP) operator’s 15th club in Colorado and the first to feature a cold plunge tub as it caters to Gen Z consumers seeking more from budget-friendly gyms.

The 48,000-square-foot facility at 7655 North Union Blvd. is the latest step in Vasa’s strategy to expand access to affordable fitness, with memberships starting at $14.99 per month. In addition to the cold plunge, the new gym includes a steam room, sauna, hot tub, massage chairs, red light therapy, strength and cardio equipment, a performance lifting area and functional turf training zone, free weights, an InBody machine, half-court basketball, personal training and KidCare.

“Today’s fitness consumer—especially Gen Z—is looking for a space that’s immersive, social and results-driven while still being affordable,” Vasa Fitness CEO Rich Nelsen said. “This new club delivers all of that and more: boutique-style classes, on-trend recovery amenities, an energetic community and accessible pricing. It’s the ideal space for anyone seeking a well-rounded approach to fitness, recovery and total-body wellness.”

The new location also features Vasa’s trio of boutique-style signature classes (Studio Red, Studio LFT and Studio Flow, an infrared yoga offering) designed to target cardio, strength and recovery.

Unlike many of its HVLP competitors, which rely on franchise models, Vasa remains fully corporate-owned, a deliberate decision aimed at maintaining brand control and consistency. The company currently operates 61 locations across Colorado, Utah, Oklahoma, Arizona, Illinois, Indiana, Wisconsin and Nebraska.

“We’re in the journey of the brand where we want to control the outcome, and we’re building a brand, not opening gyms,” Nelsen told Athletech News last year. “Right now, I don’t feel comfortable letting somebody else be in control of the execution behind that.”

Still, he hasn’t ruled out franchising entirely.

“It [franchising] certainly could be a possibility when we feel like we’ve nailed the execution of the brand and have the ability to share that with others,” Nelsen said. “Today, we’re not ready.”

## Entities

- Fitness (sector)
- location expansion (topic)
- Athletech News (publication)
- Courtney Rehfeldt (person)
- Colorado (location)
- Colorado Springs (location)
- VASA Fitness (company)
- corporate ownership (topic)
- gym amenities (topic)
- gen z consumers (topic)
- Rich Nelsen (person)
- affordable fitness (topic)

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Originally reported by Courtney Rehfeldt, Athletech News (https://athletechnews.com/vasa-fitness-opens-15th-colorado-gym-with-first-cold-plunge/). Summarized by Burnaze (https://burnaze.com/article/1300625d-97e3-46ea-a615-382a37023062).