Retro Fitness Signs Multi-Unit Deal for Utah, Signaling Broader Expansion

The low-price gym brand is teaming with the Kerry Holt Group and operators of its Cedar City club on a development agreement that will begin in Utah

Retro Fitness has signed a multi-unit development agreement with the Kerry Holt Group, setting the stage for the high-value, low-price (HVLP) gym brand to expand its footprint in the Mountain West, beginning in Utah.

The agreement will see the Kerry Holt Group partner with Greg Harris and James Davidson, franchisees who own and operate Retro Fitness’ existing club in Cedar City, Utah.

Retro Fitness confirmed to Athletech News that the agreement covers multiple locations, although the company declined to disclose the number of clubs planned or which states beyond Utah the group could eventually enter.

The deal builds on the performance of the Cedar City location since Harris and Davidson acquired the gym. Retro said that success helped prompt the group to pursue a broader development strategy.

“What stood out was Greg and James’ conviction in Retro Fitness and what they have been able to accomplish in Cedar City,” Kerry Holt said. “Their success only increased our confidence in the Retro Fitness model and the opportunity to build something much larger across this part of the country.”

Retro Fitness CEO Andrew Alfano pointed to the Cedar City club as evidence of what the brand can accomplish with strong local operators.

“Greg and James demonstrated quickly in Cedar City what is possible when strong operators partner closely with our team,” Alfano said. “Bringing Kerry and his team together with Greg and James creates a strong combination, and I’m proud to have them as partners as we expand our presence in Utah and beyond.”

The agreement comes as Retro Fitness looks to attract both traditional owner-operators and larger investor groups to its franchise system.

The HVLP brand offers a turnkey franchise program covering areas including real estate, site selection, construction, marketing, accounting and operations. Retro also offers management agreements for investors looking to own clubs without handling day-to-day operations.

For the Kerry Holt Group, the new agreement represents an opportunity to take the model already operating in Cedar City and deploy it across multiple locations, with Utah serving as the starting point for a potentially broader expansion.

Alfano, a former Starbucks executive, told ATN in 2024 that his ultimate vision is for Retro Fitness to have over 1,000 gyms across the nation, along with international locations.