Xperience Fitness Abruptly Closes Wisconsin Locations, Transfers Members to Planet Fitness

Xperience Fitness has abruptly and permanently closed all of its Wisconsin club locations and transferred those memberships to Planet Fitness, Xperience announced Thursday.

“As of today, we are sad to announce the permanent closing of all Wisconsin Xperience Fitness Clubs. This was an incredibly difficult decision and we apologize about this unfortunate news. Thank you to all our staff members, trainers and most importantly our amazing members for 11 years of fitness. Our focus is and always will be on our members and we look forward to continuing to serve our Minnesota members.”

Xperience had seven locations in Wisconsin. The gym chain’s four locations in Minnesota will continue to stay in business.

“Save the cheap and semi-nice gyms!” a poster wrote on a Milwaukee-area Reddit thread, sharing the news of the closures.

Two other posters responded that they noticed Xperience Fitness recently finished what appeared to be expensive remodeling, further adding to the mystery of the sudden closures.

Another poster added that they were told that the company had been bought out and are “scrambling” to make sure all equipment has been removed from the locations as soon as possible.

The gym chain reportedly told members that their memberships would be automatically transferred to Planet Fitness, with premium perks planned to be honored through July.

Planet Fitness has been growing steadily, announcing that it ended Q1 of 2023 with over 18 million members. The fitness company heavily invested in its marketing plan last year to attract the 80% of Americans who don’t belong to a gym.