REP To Launch as Monthly Subscription Service for Local Gyms

The gym industry is booming post-pandemic, but much of that growth has been funneled into the coffers of large chains and franchise brands, which have seen their numbers surge since facilities re-opened following COVID lockdowns.

REP Gym Pass is out to help mom-and-pop gym brands get in on the action.

Launching this September, REP Gym Pass allows fitness enthusiasts to find and book sessions at locally owned gyms across the United States.

The idea behind the platform is simple but potentially revolutionary: users can try out new gyms, especially while traveling, without having to commit to a full membership. On the other side of the equation, gyms that are part of the REP network gain access to a large pool of potential clients, increased visibility and a share of the platform’s revenue.

“REP aims to be a catalyst for the growth and exposure of locally owned gyms,” REP Gym Pass founder and CEO Zac Paul tells Athletech News. “Our goal is to shift market share to local gym owners who are passionate about their gym and their community.”

Revenue Sharing Model

Revenue Sharing for Gyms

On the surface, REP seems to function similarly to apps like the highly popular ClassPass, but for gyms instead of boutique fitness and wellness studios. However, there are some important distinctions designed to give gyms that utilize REP a bigger slice of the revenue pie.

Importantly, 70% of all pass revenue will go directly to REP’s partner gyms, giving locally owned facilities an additional revenue stream beyond traditional memberships. REP will use the remaining revenue portion to invest in marketing efforts, including initiatives with local influencers, to drive exposure for its partner gyms.

“With this ‘co-op’ payout structure, gyms will not only see revenue from people that walk through the doors, but also from non-active and non-local users,” Paul says.

He believes this unique payout structure is a top selling point for gyms interested in joining the REP platform.

“Any of these gyms are relatively limited to seeing faces and revenue from within their neighborhood,” Paul says. “For these gyms to see revenue from the other side of the country is a massive catalyst towards floating their overhead and scaling their business.”

New World of Fitness Possibilities

Gym Goer Benefits

For gym-goers, the benefits of a platform like REP are compelling. While traveling, users can attend locally owned gyms across the country instead of being forced to use chain brands or hotel fitness centers. They can also use the platform to test out new gyms in their area before committing to one spot with a full-time membership.

REP will cater primarily to “high-caliber bodybuilders and powerlifters,” many of whom prefer to work out in specialty gyms rather than big-box chains. But traditional fitness enthusiasts may also be intrigued by the ability to work out in local gyms while on the road.

“Nobody likes being stuck with a hotel gym,” Paul says.

REP has around 50 gyms already onboard in states including California, New York and Texas, with more locations in the pipeline. The platform is targeting 100 in-network gyms for next month’s launch.

Notable REP partner gyms already include Pwrbld Gym in Pennsylvania, Performance Strength Academy in New Jersey, Georgia Strength Compound (owned by famous powerlifter Steve Goggins), Big Iron Gym in Washington and multiple independent Metroflex locations in Texas and Oklahoma.

REP’s 5-day plan is priced at $33/month for an annual subscription; a 10-day plan starts at $55/month; and the unlimited plan starts at $111/month.

Through the app, users will be able to leave reviews of gyms they attend.

Ahead of the launch, REP’s team is focused on tweaking and improving the platform to make its tech more seamless for users and gym partners.

“REP operates on an independent system, where we’ll never ask a gym to install hardware or face any administrative burden when a user walks through the door,” Paul explains. “They’ll check in and accept the gym’s liability waiver through our app, and they’re ready to go.”