F45 Parent FIT House of Brands Wants Athletes to Become Franchise Owners

A new initiative aims to turn athletes into fitness operators at boutique brands including F45 Training, FS8 and Vaura Pilates

The franchisor behind F45 Training, FS8 and Vaura Pilates is opening a new lane for athletes: franchise ownership.

FIT (Functional Inspired Training) House of Brands has launched an Athlete Ownership Initiative, a program supporting current, transitioning and semi-retired pro athletes into fitness franchise ownership.

The initiative offers operational support, onboarding and business coaching for first-time owners, plus structured ownership pathways and opportunities for athletes to fold their personal brand and community leadership into the business, the franchisor said.

“We see this as a long-term platform, not just a short-term program,” CEO Tom Dowd said. “Athletes bring unmatched credibility and influence to the fitness space and have a level of proven commitment and standards that will serve them very well within our organization. When paired with our business model and modalities, the powerful growth opportunity is amplified — both for the individual and the communities they serve.”

FIT said it’s working with sports agencies, athlete networks and alumni communities to scale the program nationwide, with the first athlete-owners slated to onboard this year.

The franchisor currently has 1,500 studios across its portfolio, most of which are F45 locations. FIT is also working to expand FS8, a Pilates-yoga hybrid fitness concept and Vaura Pilates, an immersive reformer Pilates brand.