24 Hour Fitness Invests Millions in Gym Upgrades

In August, 24 Hour Fitness launched its newest loyalty program, FitPerks, which motivates members towards greater physical activity through points and rewards. Now, the fitness brand has announced a larger step toward better member experiences, this time with brand-new equipment and facility upgrades.

Gym upgrades planned

24 Hour Fitness, which boasts 40 years of experience in the industry and nearly 300 clubs across the U.S., says it plans to “refresh” and “enhance” prominent club locations across the country, specifically in its largest markets of Northern California, Southern California and Texas. These locations will receive updated equipment, flooring, lighting and paint.

Additional locations will also receive new strength and cardio equipment. In total, over 15% of 24 Hour Fitness locations will be updated in some capacity.

This isn’t the first time 24 Hour Fitness has announced location improvements this year. In May, the chain launched another multi-million dollar investment into clubs in the San Francisco Bay Area.

Investment strategy

Karl Sanft, the CEO of 24 Hour Fitness, says the brand is dedicated to serving its members by investing in what they need: an elevated experience.

“We work hard to listen to what our members need from their gym locations, and we know there is a desire for an upgraded gym experience,” Sanft said. “We have already made significant investments into some of our clubs this year and will continue to do so as part of our commitment to our members. If we can make our clubs the best they can be, we know we’re building a place where our members want to do the hard work that comes with reaching their fitness goals.”

The clubs with full renovations are set to reopen now through the end of September, with additional locations slated for improvements likely into 2025.