functional training zone at EoS Fitness
credit: EoS Fitness
As sale talks swirl, EoS Fitness outlines big plans for the year after a productivity-packed quarter

EoS Fitness came into 2025 swinging—with a viral mascot and major momentum. In just the first quarter, the fast-growing brand opened seven new locations across four states, locked in six more leases, and reinvested over $3.2 million into its existing clubs. 

The quarter also marked the continued rollout of Refresh, a new wellness-focused amenity popping up in several new EoS gyms, featuring popular recovery therapies like cold plunges, hot tubs and infrared saunas.

EoS also joined forces with global dance fitness giant Zumba for a  movement-inspired campaign that saw more than 1,670 participants turn out for Say It Saturday, a special event featuring Zumba classes across 34 EoS locations.

EoS Fitness new mascot, Will Power
credit: EoS Fitness

“Partnering with EoS for Say It Saturday brought our ‘Say It. Believe It.’ campaign to life in an unforgettable way, uniting communities through movement and confidence,” Zumba vice president of consumer marketing Rebecca Dorfman said. “It’s incredible to see the impact when we come together to celebrate self-acceptance and inclusivity.” 

Zumba has tapped LMFAO's Redfoo for an energizing new campaign
credit: Zumba

Next stop: 250 gyms by 2030—and there could be a potential $1 billion sale on the way, according to a recent report in Reuters. 

“After a standout 2024, EoS Fitness is charging into 2025 with even bigger ambitions,” EoS Fitness CEO Rich Drengberg said. “We’re not just evolving — we’re leading the industry forward. Last year, we opened 21 new locations and improved every major same-store member experience, including friendliness, cleanliness, equipment condition and facility upkeep.”

The fast-growing fitness chain—set apart from competitors by owning its gyms at the corporate level rather than franchising—offers amenity-rich locations featuring EoS Smart Strength Equipment powered by EGYM and The Tank, a recovery zone with assisted stretch services available at select locations.

Drengberg added that EoS Fitness is aiming to open 28 gyms this year while continuing to invest in existing gyms—to the tune of $14 million.

EoS Fitness executives are slated to speak at the upcoming ATN Innovation Summit this June.

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