How Does fitWAVE Outmaneuver the Competition?

fitWAVE is a low-cost group-fitness franchise that is starting out in the Midwest. Designed by fitness industry veteran and D1 football player Josh Chrestman, fitWAVE offers a group-workout concept based on 16-week cycles, or “waves,” focusing on mobility, core, balance and strength through a series of 60-minute workouts. fitWAVE offers franchisees a flexible footprint, scalable business model and innovative consumer offering to ensure they can succeed in the competitive fitness industry.

fitWAVE’s smaller-than-average footprint of 1,500 to 3,000 square feet is designed to fit into almost any retail space, which not only makes it easier to find affordable real estate, but also allows franchisees to operate in more lucrative markets. While most fitness concepts rely on large, densely populated urban areas to turn a profit, fitWAVE owners can dominate the local markets of towns as small as just 15,000.

fitWAVE’s unique market and site selection strategy also equates to dramatically lower startup costs than usual fitness concepts: between $75,000 and $180,000, depending on real estate and additional amenities. The average startup costs for boutique fitness concepts come in between $250,000 to $1 million.

“We designed the fitWAVE concept to open up the threshold of attracting more quality franchises,” said Jason Markowicz, CEO of fitWAVE and Fit For You Franchising. “The opportunity to be an owner/operator is still there, but without any unnecessary overhead.”

fitWAVE’s innovative programming structure also positions owners one step ahead of the competition. By incorporating the science behind an array of different fitness styles, fitWAVE can offer the best programming to the most diverse group of fitness levels — members looking to improve sports performance can benefit from the same functional training offered to a post physical therapy patient. This, along with the ability to offer many different services, allows franchisees to appeal to many different demographics, tap into multiple revenue streams and create a dedicated fan base in the community.

“fitWAVE’s business model is all about smarter programming — no other boutique fitness models have a structured program like us,” said Rick King, who serves as fitWAVE’s VP of Fitness. “If people are coming in and not feeling well, we help them feel their best, which makes them want to come back and refer us to their friends. Our members see a 9% strength increase in 16 weeks, which significantly outperforms the market. We are able to serve every different customer’s goals and can fit all of that into a 16-week cycle.”

Today, fitWAVE’s affordable, membership-based business model has already caught the eye of several savvy investors. Now, with the country steadily opening back up following the COVID-19 pandemic, the time has never been better to invest in a fitWAVE franchise and ride the wave to scalable, proven success in the fitness industry.

*Fit For You Franchising is a franchisee-first franchisor and franchisee consultancy. It is the franchisor behind low-cost group-fitness franchise fitWAVE as well as Fitness Premier 24/7 Clubs, a larger-box fitness brand. As a franchisee consultancy, Fit For You offers guidance for future franchisees on finding the best fit for their personal and financial goals. Fit For You is run by Jason Markowicz, a former multi-unit franchise owner of Massage Envy and current developer of Prose Nails, a membership-based nail salon. For more information, visit