Amped Fitness Launches Destination-Inspired Gym Concept

Continuing to push the boundaries, Amped’s new Texas gym offers themed spaces built around specific modalities, including strength training, Pilates, mindfulness and more

Amped Fitness is opening a new Sugar Land, Texas, flagship that may preview the future of the high-value, low-price (HVLP) gym category.

The Florida-founded fitness brand will open Amped Fitness Sugar Land on July 1, debuting what it calls Amped Universe, a collection of eight themed spaces built around strength training, recovery, reformer Pilates, cardio entertainment, mindfulness and private multipurpose rooms.

The concept is a notable move for a brand competing in the HVLP segment, where operators have historically leaned on scale, access and price. Amped is instead pairing specialized strength equipment with more boutique-style experiences, joining in on a recent industry trend.

“Sugar Land represents a major step forward for Amped Fitness and for the type of experience we believe a gym can provide,” Amped Fitness founder and CEO Travis LaBazzo said. “We are creating environments that can transport members and give them more reasons to be excited about coming to the gym.”

The club’s eight spaces include Amped Arena, Azura Cove, Babe Cave After Hours, Aura Pilates, Sweat Cinema, Planet Peach, Lunar Escape and Studio Suites. Members can lift, take instructed reformer Pilates, use recovery areas, do cardio while watching entertainment, practice mindfulness or book private rooms for workouts, virtual meetings, creative work or podcast recording.

The Sugar Land location will still center on strength training. The club will include hard-to-find equipment such as pendulum squats, vertical leg presses, incline fly machines, lateral raise machines, converging chest presses and a large mix of plate-loaded and selectorized strength machines.

“The best equipment remains a critical part of who we are,” LaBazzo said. “Our members expect equipment such as pendulum squats and other specialized machines they may not find at a traditional gym. What we are doing now is placing that equipment inside a much larger experience.”

“Someone may come in to lift, take a professionally instructed reformer Pilates session, watch a movie while doing cardio, practice yoga on the moon or use a private room to work, create or record a podcast,” he added. “We want Amped to become a hub that fits into more parts of our members’ lives.”

The Sugar Land opening also comes as Amped continues to expand beyond its Florida roots. Earlier this year, the brand received a strategic investment from Princeton Equity Group to support national growth. At the time, Princeton said Amped operated 35 locations across Alabama, Arizona, Florida, Georgia, Tennessee and Texas, serving more than 180,000 members.

“Our goal is not to make premium fitness feel exclusive,” LaBazzo said. “It is to give more people access to exceptional equipment, distinctive environments and experiences they will genuinely look forward to using.”

Amped Fitness Sugar Land opens July 1.