F45’s Pivotal Year Is Just the Beginning, CEO Says

F45 reports a 23% year-over-year increase in franchise inquiries as its Pilates business gains momentum

F45 Training is celebrating its 2024 wins with bold plans to amplify wellness initiatives, accelerate global growth across its multi-brand portfolio—including FS8 and Vaura—and unveil a reimagined studio design and an enhanced strength training program for its flagship F45 brand.

In 2024, the boutique fitness leader opened 75 new studios across its brands and sold 87 franchises. F45 also expanded into new regions through master franchise partners, growing its presence in South Africa, South Korea, the U.K. and Europe. Several strategic partnerships were also forged with fitness competition brands Hyrox and Spartan, tech giant Samsung and cancer-focused initiative Battle Cancer. F45’s partnership with telehealth provider Dr. B may be its most lucrative, where program members can access GLP-1 medications and combine them with the franchisor’s fitness and nutrition tools.

“Our hard work and focus resulted in 2024 being a best-ever and pivotal year for the company, marked by significant overall growth and the highest Average Unit Volumes (AUVs) in our 12-year history,” F45 CEO Tom Dowd said. “This success reflects our dedication to refining every aspect of our business model, delivering exceptional support to our franchisees, and aligning our offerings with what members truly value.”

The fitness franchisor shared key metrics, including a 23% year-over-year increase in franchise ownership inquiries:

• F45’s AUVs increased by 12.4%, with same-store sales rising 5.6% globally. The brand recently unveiled “Recovery by F45 Training,” complementing functional training with popular recovery and performance-optimizing therapies such as infrared, saunas, cold plunge and percussion therapies

• FS8’s AUVs rose by 23.9%, accompanied by an 8.3% global increase in same-store sales. Dubbed a “category killer” by the franchisor and scoring the highest level of franchisee interest, FS8 opened its flagship studio in Austin, Texas last March. In addition to incorporating Pilates, FS8 offers a tone and yoga component in its low-impact workout led by certified trainers and instructional TVs. 

• Vaura Pilates—which opened its flagship studio in New York City last January—presents the wildly popular Pilates modality wrapped in a luxurious, “full-body sensory” athletic experience featuring mirrored ceilings, mood lighting, and a premium sound system. The concept saw AUVs surge by 51.5%, while same-store sales grew by 21.6% globally

“As we step into 2025, we are determined to build on this momentum, expand our reach, and bring more studios to communities with our three amazing and proven concepts, along with building new and exciting partnerships that add brand awareness as we expand our global reach and take market share,” Dowd continued. “Our Pilates business continues to build momentum with strong deal flow driving into the new year.”