24 Hour Fitness Upgrades Bay Area Clubs, Circles 2027 for Next Growth Spurt

Enhancements include bigger strength training floors, recovery suites and reformer Pilates as founder Mark Mastrov makes progress on his vision for the operator after requiring it earlier this year

24 Hour Fitness wants you to stick around after the last set.

The chain has completed a multimillion-dollar remodel of several Bay Area clubs in East Side San Jose, Eastridge, Hayward, Milpitas and Petaluma. The upgrades include expanded strength and functional training areas, refreshed cardio equipment, reworked layouts and, at select locations, dedicated recovery spaces.

Meanwhile in Nevada, founder Mark Mastrov is taking the idea further. Founders Club by 24 Hour Fitness, a $10 million gym outside Las Vegas that is set to open in early 2027, comes with a medical spa, hyperbaric chambers and a DJ booth.

But it’s more than new amenities and a fresh look. According to Barnaby Smith, regional vice president for 24 Hour Fitness, the gym has become a place people go to stay.

“One of the biggest shifts we’re seeing across the fitness industry is that members are looking for more than just a place to work out,” he said. “They want a comprehensive fitness experience that supports strength, mobility, recovery and overall wellness. We’ve become the third space in people’s lives.”

A People Business

Smith has had time to watch the change take shape. He joined the chain 26 years ago as a front-line team member and takes pride in a career built around developing people and helping members improve their lives.

“A lot has changed in 26 years,” he said. “There’s more competition, and the way we operate our clubs has evolved. But this is still a people business. It’s knowing your members, having a great team, and helping people live better through fitness. That’s what’s kept me here all these years.”

Some of the biggest changes members notice aren’t on the equipment list.

“What’s been particularly exciting is seeing how much of a difference the overall club environment makes,” Smith said. “While new equipment and amenities naturally generate excitement, the redesigned layouts, expanded workout areas and improved flow can completely change how members experience their workouts.”

A major priority throughout the remodels was making the clubs more functional, intuitive and comfortable for members, Smith said — and it showed up in a variety of ways.

At Eastridge, 24 Hour Fitness expanded its turf and reconfigured training areas. Hayward’s club received a more open floor plan, a relocated front desk and dedicated stretching space. Milpitas gained expanded strength training areas and better flow between zones.

“These changes are about making the entire workout experience more seamless, whether someone is coming in for a quick cardio session, a full strength workout or a combination of training and recovery,” Smith said.

The fitness chain’s answer to competition is to take amenities once reserved for higher-priced gyms and spread them around. The headliner is Recovery24, the chain’s branded recovery space. Among the remodeled clubs, it landed at East Side San Jose Super-Sport, Milpitas Super-Sport and Petaluma Sport.

The rollout reaches beyond the remodeled clubs. Smith said more than half of the company’s Northern California clubs now have recovery suites.

“Recovery24 is also part of our broader nationwide modernization initiative, with additional locations incorporating dedicated recovery amenities as we continue investing in our clubs,” he said.

Recovery isn’t the only boutique trend 24 Hour Fitness is folding into the membership. Its Pilates concept, Reformer24, just made its Bay Area debut at the chain’s San Ramon club.

“We’re excited about Reformer24 and the opportunity to bring more Pilates offerings to our members,” Smith said. “Pilates continues to grow in popularity, particularly as people recognize its benefits for strength, flexibility, stability and overall movement.”

The Founder Returns

The remodels land in a year that opened with a homecoming. 

In January, founder Mark Mastrov returned to 24 Hour Fitness as owner and executive chair after partnering with private equity firm LongRange Capital to acquire the company. Mastrov grew the chain from a single club to 420 locations and 4.5 million members before selling it in 2005 in a deal valued at more than $1.6 billion. In August, he took over as interim CEO, replacing Karl Sanft.

He came back to a leaner business. Axios, which first reported the deal, noted the chain was down to about 240 locations after pandemic-era struggles. At the time, the company said it planned to announce new initiatives, partnerships and global expansion plans throughout the year.

By March, 24 Hour Fitness had put more than $100 million into its clubs, with a goal of 64 redesigned locations by May, about one in four nationwide.

“We put a lot of cash on the balance sheet, and we’ve got the ability to start to grow,” Mastrov told Athletech News.

The Deluxe Edition

The clearest look at where 24 Hour Fitness could be headed next sits in the upscale area of Summerlin, Nevada.

Late last month, the fitness chain announced Founders Club by 24 Hour Fitness, a 45,000-square-foot club touting more than $1 million in recovery equipment.

The club is set to open early next year at 9200 W. Sahara Ave and will offer members a decked-out recovery lounge with red-light saunas, wave chairs, pelvic floor chairs, alongside a large sauna and a cold room. A full medical spa will offer IV therapy. On the fitness side, it offers 25,000 square feet with 12 lifting platforms, and there’s a posing room, a DJ booth and 100-inch TVs throughout.

It’s also adds the third-space aspect with a juice bar and social cafe with lounge seating and open tables for members who want to stay and work. Plans are in the works for morning coffee sessions, run clubs and recovery nights.

Pre-opening memberships run $59.99 to $99.99 a month.

“When I opened my first gym in 1983, the best part of the job was knowing the people who walked in every morning,” Mastrov said in the announcement. “My family and I have built Founders Club around that feeling.”

Back in the Bay Area, Smith said 24 Hour Fitness is excited about its future and the opportunities ahead, but for now a major focus is modernizing existing clubs and “delivering an elevated experience for our members.”

“We’re right on track and 2027 looks to be the year we kick off our new growth expansion,” he said.