The U.K.-based low-price gym brand is looking to redefine its concept beyond traditional big-box offerings, appealing to strong demand for small-group classes and wellness
U.K.-based Energie Fitness is changing things up for the new year, including a new look, expanded training offerings and digital upgrades.
The gym brand with 70-plus locations in Europe is unveiling a new logo, a new app launch and a push to expand beyond its traditional high-value, low-price (HVLP) gym model.
The refresh is a part of the brand’s larger strategy to appeal to growing demand for a more holistic fitness and wellness experience that encompasses not just training, but also mental health, community-building, digital content and boutique-style classes.
“This is about much more than a logo,” said Energie Fitness CEO Jon Cottam. “We are evolving as a brand, investing in people, product, digital and wellbeing, while staying true to what has always mattered most to us: creating compelling, community-centric environments where everyone feels they belong.”
While Energie hasn’t revealed the exact details of its upgrades, the brand did assure it will introduce new small-group fitness classes, including its own proprietary group training concept, a new digital platform and enhanced wellness offerings at its clubs.
“Across our network, we will continue to prioritise local engagement and inclusive offerings, delivered by supportive teams who understand the diverse communities they serve, at a price that makes sense,” Cottam added.
Additionally, the club will roll out new membership options that combine in-club access with digital tools and wellness-centered content.
Energie Fitness will implement its revamped identity across its 70-plus clubs in the U.K., Ireland and Spain, as well as digital platforms and marketing channels, in the coming months.
As gym brands look to keep up with the latest trends — and stand out — in 2026, Energie is following other operators’ investments in expanding their offerings. Last year, major U.S.-based HVLP players Vasa Fitness and The Edge poured millions into upgrades like boutique-style classes and new equipment to attract and retain more members.
