24 Hour Fitness

What 24 Hour Fitness does

24 Hour Fitness is a privately-held U.S. fitness center chain headquartered in Carlsbad, California, founded in 1983 by Mark Mastrov. The company operates 235+ company-owned clubs across nine states (California, Texas, Colorado, Hawaii, Nevada, Oregon, Washington, New York, and New Jersey) and, per company disclosure, supports over 113 million workouts annually with a team of roughly 7,000. It is the world's largest privately owned and operated fitness center chain.

The core product is a tiered monthly subscription membership — Platinum (national access), Gold (regional access), and Silver (single-club access) — priced with a $69.99 annual fee plus recurring monthly dues billed by preauthorized EFT. On top of base memberships, the company monetizes add-on services: personal training (25/50-minute sessions), MODUS small-group training across four modalities (The Field, TRX, MOBILITY, MOVE) with Evolt body scanning, Reformer24 Pilates (hybrid in-person and video-led reformer classes), Recovery24 wellness spaces with thermal therapy and massage, GX24 group fitness studio classes, and the FitPerks loyalty program. The 24GO mobile app is the primary digital engagement layer, offering 2,000+ on-demand workouts, class reservations, check-in, streaks, goal tracking, achievement badges, and integration with Strava (one of 14 launch partners for Strava's 2026 strength training update), Garmin, and Google/Fitbit wearables.

The business model is direct-to-consumer retail fitness, distributed exclusively through owned-and-operated physical clubs and proprietary digital channels (website and 24GO app). Following a $305M senior secured facility with TCW Group affiliates in May 2025, LongRange Capital and founder Mark Mastrov completed a reacquisition of the company on December 31, 2025, with Mastrov returning as Owner and Executive Chair. Under new ownership the company has committed over $100M to club modernization (rebuilding 64 locations), launched 'Results Your Way' personalized coaching, and outlined aggressive expansion targets of 10–25 new clubs in year one scaling to ~50 per year by year five.

Name

24 Hour Fitness

Legal name

24 Hour Fitness USA, LLC

Website

http://www.24hourfitness.com/

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

24 Hour Fitness operates 235+ company-owned fitness clubs across 9 U.S. states, offering tiered Platinum/Gold/Silver memberships plus add-on services (personal training, MODUS group training, Reformer24 Pilates, Recovery24) supported by the 24GO mobile app. The chain serves individual consumers directly, recently reacquired by founder Mark Mastrov and LongRange Capital in late 2025.

Ownership category

akta.pro rank

Product category

Fitness Center Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industries

Senior/Low-Impact Group Fitness (HSADABAI), Weight Loss & Body Transformation Training (HSADAAAC)

Keywords

• Fitness center memberships
• Gym membership subscriptions
• Personal training services
• Group fitness classes
• Health club operations

Headquarters

HQ city

Carlsbad

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Infrastructure, Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Gym Membership Subscriptions: Core revenue from monthly gym memberships sold at three tiers (Platinum, Gold, Silver) with national, regional, and single-club access options. Revenue is recurring and subscription-based, with dues billed monthly via preauthorized EFT. Annual fees apply in addition to monthly dues.
2. Personal Training Services: Additional revenue from personalized training sessions (25 and 50 minutes) with certified personal trainers, sold as add-on packages to base memberships. Custom coaching sessions may be offered free to eligible members as a conversion tool.
3. MODUS Group Training: Premium small-group training收费 program with four modalities (The Field, TRX, MOBILITY, MOVE), available at additional cost beyond base membership. Includes Evolt body scan tracking as a premium feature.
4. Reformer24 Pilates Classes: Reformer-based Pilates classes offered at select locations at a reduced cost compared to boutique studios, as a hybrid model combining in-person and video-led instruction.
5. FitPerks Loyalty Program: Loyalty and rewards program to drive member retention and increase engagement, with potential for upsell and longer customer contracts.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

24 Hour Fitness operates 235+ company-owned fitness centers across nine U.S. states, selling tiered gym memberships (Platinum, Gold, Silver) that grant access to cardio and strength equipment, functional training zones, GX24 studio classes, pools, saunas, and recovery amenities. The company layers on paid add-on services including certified personal training, MODUS small-group training, Reformer24 Pilates, and Recovery24 thermal therapy, supported by its proprietary 24GO mobile fitness app for check-ins, class reservations, and on-demand workouts.

Product overview

24 Hour Fitness operates as a mid-to-premium tier gym chain offering tiered membership plans (Platinum, Gold, Silver) that provide access to its 235+ club locations across the U.S. The core offering includes cardio/strength equipment, functional training zones, and GX24 studio classes. The company has expanded its portfolio with premium add-on modules including Recovery24 (thermal therapy and massage), Reformer24 Pilates (boutique-style reformer classes), and MODUS Group Training (small-group functional fitness with four modalities: The Field, TRX, MOBILITY, MOVE). The 24GO mobile app serves as the digital hub, providing workout tracking, class reservations, and achievement badges. The company recently launched the 'Results Your Way' personalized coaching initiative and FitPerks Loyalty Program as part of its $100M club modernization effort under returning founder Mark Mastrov.

Differentiator

Problem solved

Functional benefit

Brands

• 24GO: Free mobile fitness app offering 2K+ workouts, class reservations, streaks, and goal tracking.
• Recovery24
• Reformer24
• Premium Fit24
• GX24
• MODUS
• 24 Smart Start
• FitPerks Loyalty Program
• Buddy Pass

Products and services

• Platinum Membership Top-tier monthly gym membership providing unlimited national access to all 24 Hour Fitness clubs, GX24 studio and cycle classes, pools, saunas, steam rooms, basketball and racquetball courts, free weights, functional training zones, Olympic training rigs, the 24GO app, 24 Smart Start 30-day plan, a free nutrition consultation, free on-demand workouts, and Buddy Pass access. Billed monthly with a separate $69.99 annual fee.
• Gold Membership Mid-tier monthly membership providing regional club access, GX24 studio and cycle classes, lap pool, sauna, whirlpool, steam room, free weights, functional training, turf zones, Olympic training rigs, free WiFi, 24GO app, 24 Smart Start 30-day plan, and free on-demand workouts. Billed monthly with a $69.99 annual fee.
• Silver Membership Entry-level monthly membership providing access to cardio and strength training equipment at one club of enrollment. Only available at select locations. Billed monthly with a $69.99 annual fee.
• Personal Training One-on-one training sessions with certified personal trainers offered in 25- and 50-minute formats covering weight loss, strength training, muscle building, and overall fitness; eligible members may receive a free Custom Coaching Session. Sold as an add-on to base membership.
• MODUS Group Training Premium small-group training program with four modalities — MODUS The Field (strength, power, endurance using kettlebells, medicine balls, erg bikes, battle ropes), MODUS TRX (suspension training), MODUS MOBILITY (active recovery), and MODUS MOVE (stability and agility) — including Evolt body scanning for progress tracking; sold as an add-on beyond base membership.
• Recovery24 Recovery and wellness service featuring thermal therapy (saunas, steam rooms) and massage offerings within dedicated recovery spaces at modernized clubs; part of the company's $100M club modernization initiative.
• Reformer24 Pilates Reformer-based Pilates classes combining expert in-person instruction with video-led sessions, offered at select California clubs at a reduced cost compared to boutique studios.
• GX24 Studio Classes Group fitness studio classes including Active Aging, Dance, Cardio, Yoga, HIIT, Zumba, Spin, Pilates, Strength Training, Aqua, Les Mills, and Silver Sneakers; included with Platinum and Gold memberships, with availability varying by club location.
• 24 Smart Start Plan Personalized 30-day onboarding plan included with Platinum and Gold memberships, designed to guide new members through their first 30 days at the gym.
• FitPerks Loyalty Program Member loyalty and rewards program introduced in April 2025 as part of member experience innovations to improve retention and engagement.
• Premium Fit24

Quantifiable outcome

• Over 113 million workouts supported annually across the 24 Hour Fitness network
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability3 records

Feature7 records

Partnerships

Four partnerships are on record, tiered core and minor.

• San Diego PadrescoreGTM or Marketing Partner · 23 February 202624 Hour Fitness became the Official Fitness Center Partner of the MLB San Diego Padres team. The partnership integrates 24 Hour Fitness into Padres fan and community initiatives throughout the season, including formal support for youth baseball and softball programs (e.g., 'Future Padres' providing free jerseys and hats to youth leagues). The collaboration represents an accelerated push into strategic brand partnerships, with both organizations based in San Diego.
• Horace MannminorGTM or Marketing Partner · 4 December 2025Horace Mann (a financial services company focused on educators) partnered with 24 Hour Fitness and SoulCycle to offer fitness discounts to educators across the United States. The initiative aims to improve the physical and mental health of educators by making fitness more accessible and affordable, expanding 24 Hour Fitness's reach into the educator market segment.
• ISSA (International Sports Sciences Association)coreStrategic or Co-development Partner · 8 September 202524 Hour Fitness partnered with ISSA to require all of its nearly 250 general managers to become certified personal trainers by the end of November 2025. The initiative aims to enhance leadership quality and meet evolving member expectations, while positioning personal training as a key revenue growth driver for the company.
• Dietitian LiveminorStrategic or Co-development Partner · 11 February 202524 Hour Fitness partnered with Dietitian Live to provide insurance-covered nutrition coaching to members. This enables members to access registered dietitian services as part of their wellness journey, combining fitness training with nutrition support that may be reimbursable through health insurance.

Scale indicators10 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Anytime Fitness: Anytime Fitness is a 24/7 franchised fitness center chain with similar equipment, personal training, and small-group offerings. It competes with 24 Hour Fitness specifically on round-the-clock access and convenience.
• Planet Fitness: Planet Fitness is the largest fitness chain by membership count in the U.S. and operates the same subscription-based fitness center model with cardio/strength equipment and tiered pricing. Both compete directly for value-oriented consumers seeking nationwide access.
• Equinox: Equinox operates premium luxury fitness clubs with high-end group classes, personal training, and recovery amenities. It competes for the affluent segment that 24 Hour Fitness's Platinum membership and Recovery24/Reformer24 upgrades target.
• Crunch Fitness: Crunch Fitness was scaled by the same founder (Mark Mastrov) from a few locations to 550 clubs. It operates an essentially identical subscription fitness center model with group classes and personal training, making it the closest operational and strategic peer.
• Life Time: Life Time (formerly Life Time Fitness) operates premium multi-amenity fitness centers with pools, spas, group fitness, and personal training. It directly competes with 24 Hour Fitness's Platinum tier for higher-income members in major metros.
• LA Fitness: LA Fitness is a closely comparable mid-to-premium fitness club chain offering tiered memberships, group fitness classes, pools, and personal training. It targets a similar demographic and competes in many of the same metropolitan markets as 24 Hour Fitness.
• Gold's Gym: Gold's Gym is an iconic global fitness chain offering membership-based access to equipment, group classes, and personal training — explicitly cited as a direct comparable to 24 Hour Fitness in scale and club count. Competes for the same mainstream fitness consumer.

Emerging players

• F45 Training: F45 Training runs functional small-group training studios with 45-minute sessions, closely comparable to 24 Hour Fitness's MODUS TRX and MODUS MOVE modalities. Boutique model with overlapping target market but limited geographic overlap.
• Orangetheory Fitness: Orangetheory operates boutique-style small-group fitness studios with structured coaching and performance tracking, overlapping directly with 24 Hour Fitness's MODUS small-group training concept. Smaller scale and more specialized than a full-service club.

Others

• SoulCycle: SoulCycle operates boutique indoor cycling studios and is named as a partner alongside 24 Hour Fitness in the Horace Mann educator wellness program. Adjacent boutique category rather than a direct full-service gym competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/24glendaless
• YouTubeyoutube.com/user/24HourFitness
• Facebookfacebook.com/24HourFitness
• LinkedInlinkedin.com/company/24-hour-fitness
• Instagraminstagram.com/24hourfitness
• TikToktiktok.com/@24hourfitness
• Pinterestpinterest.com/24hourfitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 24 Hour Fitness