More Than a Gym: Fitness Premier 24/7 Clubs Builds Community

At Fitness Premier 24/7 Clubs, the focus has always been on more than just fitness — it’s about building connections and creating a sense of community. Founded by business partners with backgrounds in team sports, the brand’s “team-first” mindset has shaped its entire approach.

“At Fitness Premier, our mentality has always been to win as a team, lose as a team and play as a team,” said Rick King, vice president of Fitness Premier 24/7 Clubs. “We designed our entire model around healthy competition, picking each other up, and winning together. All our members are part of the team, and the community is part of the team. From the very beginning, we’ve been intentional about positioning ourselves as a community resource for people who want to lose weight, heal or feel like they’re part of something.”

From day one, the goal has been to make each Fitness Premier 24/7 Club location feel like a place where everyone is welcome. Franchisees are encouraged to get involved in local events, sponsor youth programs and connect with organizations like Chambers of Commerce. This approach ensures that each gym becomes a trusted and active part of the community.

One of Fitness Premier 24/7 Clubs’s top priorities is making sure new members feel comfortable from the moment they walk in. The team understands that joining a gym can be intimidating, so they focus on creating a supportive, judgment-free environment.

“A lot of people think they’ll walk into a gym and be judged for what they have or haven’t done in their life, but that’s simply not true with us,” said King. “We’re very conscious of overcoming that objection right from the start. Through our professional attitude, how we talk to people and the way we represent ourselves, we make sure it feels drastically different than what they might expect. From the first interaction, we guide them step by step — understanding their goals and comfort zone, then designing a plan that works for them.”

The onboarding process includes personalized tours, one-on-one goal setting, and a plan tailored to each person’s comfort level. This hands-on approach helps members feel at ease and sets them up for success, both in the gym and as part of the community.

Fitness Premier 24/7 Clubs goes beyond fitness by bringing members together in fun and meaningful ways. “We’ve created clubs like running and biking groups that bring like-minded people together,” said King. “These aren’t tied directly to memberships or the facility, but they help foster connections among members who might never have met otherwise. We also host member appreciation events and social gatherings, which allow people to build relationships that extend beyond the gym.”

These activities create lasting friendships and networks that wouldn’t have happened without the shared experience of being part of Fitness Premier 24/7 Clubs.

Another key part of Fitness Premier 24/7 Clubs’s mission is giving back. “We do a lot of charitable work, and we like to keep it local,” said King. “From campaigns like Toys for Tots to providing student-athlete scholarships at each location, we’re intentional about finding local charities we can really embed ourselves with. Giving back to the community is something we’re very conscious of and make a priority.”

By focusing on local causes, Fitness Premier 24/7 Clubs strengthens its ties with the community and builds goodwill that extends beyond the gym’s walls.

Fitness Premier 24/7 Clubs’ commitment to creating a welcoming and connected community is what sets the brand apart. For franchisees, this focus on community not only helps build strong businesses but also creates meaningful relationships with members and neighbors alike.

“The businesses that are the most successful in its communities are the ones that are involved,” said King. “They're participating and they're lending a hand. We really make sure that our franchisees have that alignment.”