24 Hour Fitness Reunites With LA Rams
24 Hour Fitness has rekindled its alliance with the NFL team
24 Hour Fitness is returning to the gridiron with the Los Angeles Rams, announcing a renewed partnership meant to elevate community engagement throughout Southern California.
The collaboration revives a 2016–2018 alliance and includes a unique training component, with Rams Cheerleaders set to work out at select 24 Hour Fitness locations during the season.
“At 24 Hour Fitness, our roots to Southern California run deep, just like the Los Angeles Rams,” 24 Hour Fitness CEO Karl Sanft said. “We’re thrilled to team up around a shared passion for movement, community and the sports team our members and team members cheer for every season.”
The partnership also includes community events and exclusive content between the two sides.
“The Rams are proud to partner with 24 Hour Fitness, a gym that shares our purpose of commitment to community and the power of personal growth through fitness,” Los Angeles Rams Chief Commercial Officer Jennifer Prince said. “With their strong presence across Southern California, this partnership not only strengthens our connection with fans but also promotes the importance of staying active and healthy—on and off the field.”
The renewed sports partnership comes as 24 Hour Fitness continues to execute on a turnaround strategy and reassert its position in the competitive gym industry. In May, the company secured a $305 million senior credit facility from TCW Group to support liquidity and address debt maturities.
Since emerging from bankruptcy in 2020, 24 Hour Fitness has prioritized reinvesting in its existing locations, rolling out updated recovery zones and smart training areas, such as Recovery24 and Premium Fit24, while scaling virtual nutrition services through a partnership with Dietitian Live.