24 Hour Fitness Highlights Facility Upgrades in New Campaign

New Campaign Details

The fitness chain has unveiled “Results Your Way,” a new slogan that reflects what members will increasingly encounter across its footprint: general managers certified in personal training, remodeled locations equipped with upgraded equipment, dozens of clubs featuring Recovery24, a dedicated recovery zone, and select locations offering Reformer24 studios for Pilates enthusiasts.

“What we see consistently is that results happen when fitness adapts to the individual,” said Raphael Konforti, senior director of fitness business and operations at 24 Hour Fitness. “Some members want structure, others want freedom and most need a mix that changes over time. What doesn’t change is how much results matter in keeping people consistent. We want to meet people where they are and help them build progress in a way that feels sustainable and motivating.”

Members can also access personalized guidance through the gym chain’s 24GO app.

To promote the new approach, 24 Hour Fitness plans to roll out “Results Your Way” messaging across multiple advertising formats in 2026. Certain markets, including Southern California, will feature localized campaigns highlighting remodeled gyms and upgraded club experiences.

Pilates Program Expansion

24 Hour Fitness began testing Reformer-based Pilates classes as a pilot program in select Southern California clubs last month. The video-led sessions take place in private, controlled-access studios meant to offer more flexibility and affordability than traditional Pilates studios. Class offerings range from beginner to advanced, with more than 800 classes across 20 categories, including pre- and postnatal, physio-led and body-part-specific programming.

The concept that may soon become a trend, considering Crunch Fitness has made a similar move in adding a Pilates studio to its upcoming McKinney, Texas location.

Club Access and Amenities

While competitors experiment with specialized concepts, 24 Hour Fitness has been leaning into a tiered approach to club access and its expansive range of amenities.

Depending on membership tier, 24 Hour Fitness members have access to strength and functional training areas, GX24 studio and cycle classes, basketball and racquetball courts and recovery features such as lap pools, saunas, whirlpools and steam rooms.

In May, 24 Hour Fitness closed a $305 million senior secured credit facility from affiliates of The TCW Group to bolster liquidity, address upcoming debt maturities and maintain cash flow to fund continued investment and innovation within its clubs.

“This financing is more than just a capital raise — it is a strong endorsement of our business trajectory and operational momentum,” 24 Hour Fitness CEO Karl Sanft said at the time. “It gives us the flexibility to further enhance our club portfolio and member experience. Our leadership team is excited to build on the solid foundation we have created and bring the company to the next level.”