EoS Fitness Investing $16M in HVLP Gyms, Eyes 250 Locations
High-value, low-price gym chains like EoS are featuring increasingly top-end equipment and recovery options, attracting Gen Z at a high clip
A premium gym experience doesn’t always have to mean a hefty membership price.
EoS Fitness, a high-value, low-price (HVLP) gym boasting high-end equipment and rich amenities, has reinvested $4 million in its gyms to enhance the member experience with premium touches, and it plans to invest another $12 million throughout the year.
The “Better Gym, Better Price” fitness chain, which launched in 2014, is also planning additional locations, partnerships and programs in the second quarter of 2024 following a successful start to the year. EoS Fitness currently has 125 locations open or in the works.
EoS aims to open over 250 gyms by 2030.
“A continued focus on growth and innovation in the first quarter led us to five new gym openings in four states and two new signature amenities with The Set and Assisted Stretch,” said Richard Idgar, chief operating officer of EoS Fitness and a new member of the Health & Fitness Association board of directors.
In Q1 of 2024, EoS signed six new leases in Texas and Arizona and opened clubs in Florida, Utah, Arizona and Texas. Over the next two years, the HVLP fitness brand plans to open its first locations in Dallas, Celina and Hurst in the Lone Star State.
“We’re raising the bar for the fitness industry and empowering people of all fitness levels with affordable options,” Idgar added.
Not Your Typical Low-Price Gym
Last year, Eos partnered with Power Plate to add its whole-body vibration technology to its gyms.
New EoS gyms offer premium equipment such as EoS Smart Strength Equipment powered by EGYM, an interactive strength-training experience and an innovative recovery space dubbed “The Tank.” Those in the EoS Black membership level can indulge in top-of-the-line recovery products such as Hypervolt Percussion Massagers or Normatec Compression Boots from Hyperice.
The Evolt 360 body composition scanner is also available, which lets members track their body’s progress and calculate when they will hit certain goals.
EoS’ new assisted stretch program, also found in The Tank, has launched at select locations in Arizona and Utah, with plans to roll out nationwide.
Another new and unique offering that will surely be a hit with Gen Z is The Set, which provides EoS members with a dedicated space for content creation in an environment filled with custom art, fun backdrops, mood lighting and specialty playlists. The Set launched at select gyms in Arizona, Texas, Florida and Utah and will soon arrive at other EoS locations across the U.S.
EoS clubs also offer turf functional training zones, cardio equipment, free weights, certified personal trainers and weekly group fitness and cycling classes. Outdoor workout areas, 20-minute full-body circuit areas, basketball courts, pools, hot tubs, saunas, cryolounges and cryotherapy are available at select locations.
Most EoS locations offer three membership tiers starting at $9.99 monthly, and rates vary by gym location.
“When we say we are the (high-value, low-price) gym, we are speaking to our culture of constant innovation and drive to bring our members the most value for the investment they are making in themselves when they come to EoS Fitness,” Idgar said.
The Great HVLP Amenity Race
As consumers continue to seek HVLP gyms because of their attractive price points, brands have quickly realized that revamping their equipment and recovery offerings is necessary to attract and retain members. Competing with EoS is Amped Fitness, a Florida-based fitness chain that also offers an amenity-rich experience at a moderate price point.
Blink Fitness, owned by Equinox, is investing millions in 30 of its most heavily trafficked gyms, adding new machines and recovery technology from Hyperice and WellnessSpaceBrands.
Correction: A previous version of this article used the term “Black Card” in reference to EoS Fitness’ premium membership option. “EoS Black” is the correct term.
