Fitness Premier Expands Offerings, Targets Small-Town Growth

Fitness Premier 24/7 Clubs, a mid-priced gym franchise with 19 locations primarily in Illinois, is expanding its offerings by launching a medical weight loss program and targeting growth in small-town markets across the U.S., according to a recent Athletech News article.

The brand is piloting its medical weight loss initiative in four locations, partnering with a trusted vendor to integrate safe and effective weight loss solutions with personalized fitness and nutrition programs. This move positions Fitness Premier as one of the first affordable gym brands to embrace medical weight loss, a space typically dominated by higher-end fitness chains. With the rise of GLP-1 medications and the weight loss industry valued at $6.8 billion, the gym sees an opportunity to bring these services to underserved communities.

“Medical weight loss is a big thing across the country right now, and people in our communities don’t really have immediate access to it,” said Fitness Premier Vice President Rick King. “It is one of the opportunities that we are exploring.”

Small town expansion

Beyond this new initiative, Fitness Premier is focusing on expanding its footprint in small-town markets, aiming for communities with populations between 10,000 and 30,000. The brand sees an untapped opportunity in these areas, which are often overlooked by big-box gyms and boutique fitness brands. By fostering strong community ties — engaging in local chambers of commerce and hosting community events — the gym differentiates itself from competitors. Lower real estate costs and the need for strong retention strategies in smaller markets also contribute to its appeal for franchisees.

In addition to medical weight loss, Fitness Premier has introduced its Relax + Restore program, offering premium recovery services such as saunas, massage chairs and cold plunges. This add-on service, available at a higher membership tier, has proven successful in attracting new members who might not typically join a gym. The brand reports that about 30% of new members opt for the premium package, providing an additional revenue stream.

Growth and services

With its back-office operations now structured to support growth, Fitness Premier is actively expanding, recently signing multi-unit deals in Colorado and Florida.