Fitness Premier 24/7 Clubs Hits 1 Million Check-Ins in 2024

Fitness Premier 24/7 Clubs, the 18-unit fitness franchise, crossed an exciting milestone in 2024: 1 million member check-ins. More than just a number, this milestone represents the consistency and engagement of Fitness Premier’s members, proving that the brand is more than just a gym — it’s a place people go to find community, commit to their fitness journeys, and reach their health and wellness goals.

Reaching 1 million check-ins is particularly significant as it illustrates just how committed Fitness Premier’s members are.

“Broadly speaking, about half of all new gym members stop showing up within the first six months,” said Jillyan Morris, franchisee success manager at Fitness Premier. “We’ve built a strong community across all our locations, and that supports our members in staying consistent with us and extends the lifespan of the memberships.”

One key factor in this retention success is the community-driven atmosphere at Fitness Premier. Unlike large, impersonal chains, Fitness Premier fosters strong relationships between staff and members, making the gym experience both approachable and enjoyable.

“We work hard to create a welcoming culture in all of our locations,” Morris said. “Our staff knows all of our members, and they establish true relationships with them. It’s not an intimidating environment to walk into, no matter where you are in your fitness journey.”

Beyond the supportive atmosphere, Fitness Premier continues to evolve by introducing new amenities and programs that enhance the member experience. The inclusion of recovery suites, for example, has proven to be a major value-add, encouraging members to extend their gym visits.

"At locations that have our recovery suites, we see members staying at the gym longer," Morris said. "Not only are they coming for their workout, but they’re prioritizing recovery and maximizing their time with us.”

Additionally, Fitness Premier’s commitment to keeping its equipment and training options fresh ensures that members have access to the latest in fitness trends. Whether someone is a beginner or an experienced lifter, the gym offers a range of options — from guided machine workouts to advanced strength training areas.

"We never want to have the same equipment for years on end and never change," Morris said. "So, we always want to mix in some new pieces, get creative and continue evolving."

The brand also provides educational resources and hands-on guidance through its "Results Experience" program, helping members build confidence and competency in their workouts. "People are actually shying away from some cardio and treadmills and are actually going and picking up weights," she said. "That’s a big piece of the education side — helping our members understand how to properly use the machines so they don’t feel uncomfortable."

For franchise owners and potential investors, reaching 1 million check-ins across just 18 locations is a clear indicator of the brand’s strength and sustainability. It underscores Fitness Premier’s ability to attract and retain members at a higher rate, ensuring steady revenue for franchise owners. Member retention translates to consistent revenue, making the business model attractive for those looking to invest in a proven fitness franchise.

"For potential franchisees, I just think it shows that level of commitment and dedication that we have for our members," Morris said. "The revenue is always coming in because our members are always using their membership."

Additionally, Fitness Premier’s strategic approach of expanding into underserved small communities creates a unique advantage. Many of these areas lack accessible fitness options, meaning that when Fitness Premier enters a market, it not only fills a gap but also provides essential fitness education and resources to members who may be new to structured workouts.

"We have staff available throughout the day to help members, whether it’s correcting form, offering a spot or just answering questions,” Morris said.

This milestone is just the beginning. With plans to expand and surpass the 1 million check-in mark again, the brand is poised for continued growth. The focus remains on retaining members, supporting franchisees and introducing new locations that will bring the Fitness Premier experience to more communities.

"Obviously, we’d love to hit a million again, and I have full faith that we will exceed that number for sure," Morris said. "We are small but mighty, and we love that."