As the Pilates boom pushes beyond boutique studios, Amped Fitness joins big-box operators like Crunch Fitness and 24 Hour Fitness in integrating reformer studios
Another big-box gym operator is getting in on the Pilates wave, as Amped Fitness is introducing a reformer-based modality to its new location in Columbus, Ohio.
The brand is introducing the traditionally boutique-fitness experience to its members under the title Aura Pilates, a format focused on strength, mobility and core control.
“With our 34th opening, this one feels especially meaningful,” said CEO of Amped Fitness Travis LaBazzo. “We’re introducing reformer Pilates in a way that’s never been done in the HVLP space. We believe this is the beginning of a new standard — and we’re proud to be the first to bring it to life in Columbus.”
In addition to Aura Pilates, Amped is debuting another new concept called Lunar Escape, a dedicated astronomical-themed recovery room to encourage members to intentionally slow down, stretch and decompress.
Amped Fitness joins fellow high-value, low-price (HVLP) gym brand Crunch, as well as mid-priced brand 24 Hour Fitness, in bringing boutique offerings to a big-box gym.
Crunch announced its own reformer Pilates studio coming to its upcoming McKinney, Texas, location, a $12 million, 40,000 square-foot facility set to open this year, which will feature a dedicated 1,300 square-foot studio with over 10 reformer machines.
Last year, 24 Hour Fitness unveiled its Reformer24 pilot program as well, which introduced a hybrid in-studio and virtual Pilates option for members in its Southern California clubs, positioning it as a pilot program for a more affordable version of the popular modality.
As Amped Fitness tests out new offerings that redefine the traditional big-box concept, it is also continuing ambitious growth plans throughout the U.S.
The brand, which just received investment from Princeton Equity Group, announced it will soon open its second Arizona location in Mesa, a 54,000 square feet facility — making it Amped’s largest location to date.
