With a new gym-as-a-clinic concept in the works, SETS is evolving its boutique fitness model to serve members from youth through later life
Boutique fitness has no shortage of new concepts. Fewer brands, however, are thinking seriously about the opportunities that exist at both ends of the age spectrum, from youth to older adults.
Known for its coach-led, functional circuit training classes, fitness franchise SETS Hybrid Training is leaning into those spaces, building a model designed to serve members across generations rather than a single life stage.
Behind the brand is founder and CEO Anthony Kapasakis, who sees boutique fitness as being in the midst of a golden era, one fueled by passionate coaches and strong community demand.
Founded in New Jersey, SETS Hybrid Training currently operates 15 locations across New Jersey, Florida, Pennsylvania, and Tennessee, with plans to open roughly 10 additional studios over the next year (also in Florida, New Jersey and Tennessee).
Alongside that geographic expansion, the brand is preparing to launch The Barn, a larger-format, “gym-as-a-clinic” concept slated to open in August 2026 in the suburbs of Charlotte, North Carolina, extending SETS’ approach into a more explicitly age-inclusive setting.
Growing From Within
SETS’ expansion strategy is closely tied to its franchising model, which launched in 2022 with fixed franchising fees and prioritizes internal talent over outside operators. Rather than selling franchises broadly, the brand recruits experienced coaches from within its own system and offers them a path to ownership.
That approach, Kapasakis says, has created a pool of franchise leaders with a built-in advantage: they’ve already helped build successful studios from the inside.
“They already know how to operate a gym,” Kapasakis tells Athletech News. “They know what it looks like when everything’s going great and can replicate that at a pretty quick pace.”
Some franchisees are already onto their second location, with one on its third. Next year, many of the brand’s currently single-unit owners are expected to open their second.
The Barn Takes Shape
While franchising has fueled near-term growth, The Barn represents SETS’ most ambitious evolution to date.
The larger footprint will allow the brand to introduce youth-focused programming as foundational fitness, ideal for kids who may not gravitate toward traditional sports.
“It’s a huge market that everybody’s missing right now,” Kapasakis says
At the other end of the spectrum, SETS is rolling out programming designed specifically for older adults.
“We really do have everybody from 14 to 75 working out in the same class, Kapasakis says. “I always viewed our workout classes like the Thanksgiving Day table. I have my younger sister next to me, and I’ve also got my grandpa, and we’re all working out, having fun, having great conversations.”
The Barn will also incorporate recovery amenities, including saunas, cold plunges, and recovery lounges, as well as Pilates, massage therapy, physical therapy, medical spa services, childcare, a coffee spot and a football field. Planned offerings include nurse practitioners on site with physician oversight, along with access to GLP-1s and hormone replacement therapy.
Scaling the Back End, Protecting the Front Line
As SETS expanded, operational complexity became harder to manage. To support its model, the franchise tapped ABC Glofox, the boutique fitness management solution from software giant ABC Fitness, to consolidate its systems and develop eight custom features, ultimately reducing attrition rates to an average of 2%-5% per studio.
While Kapasakis sees clear benefits to automation and analytics on the business side, he’s less concerned about AI replacing coaches.
“I still believe it doesn’t replace the personal touch,” he says. “And that’s why people go to a fitness studio – to build community.”
In practical terms, he views AI as tools that free coaches up to do more of what matters most.
“At least in our field, you can’t replace ‘How’s your day?’” he adds. “I would say, lean into it and use it for the tools.”
