Vo Lo Fit s ees o ppo R tunity in the Futu R e o F Fitness

While pandemic measures helped to keep people safe, it is clear now more than ever the importance of social interaction and community on overall health and wellness. Following the pandemic, the fitness and wellness space is booming again as people reestablish healthy fitness routines and relationships. With a foundation built on community and group fitness, Volofit is poised to capitalize on the industry’s growth.

“One advantage I think we have is that our brand was developed during the pandemic when we completed our rebrand in 2020,” said Volofit CEO Britt Canady. “We had a great foundation but wanted to truly meet the moment and anticipate the fitness trends we see in the coming years. Right now, that anticipation is paying off and our members feel like a family.”

The foundation Canady mentions comes from Volofit’s origins in nationwide fitness sensation Tough Mudder, a series of obstacle course events that eventually opened brick-and-mortar franchise locations as Tough Mudder Bootcamp. Canady, a franchisee of the former boutique concept, became CEO of the brand when it separated from its parent company. Together with his executive partners, Volofit was born through a rebrand and a new commitment to the future of boutique fitness.

Boutique studios have the capability to thrive for a long time as Gen Z and Millennials continue to drive the market.

The International Health, Racquet and Sportsclub Association found that Gen Z and Millennials make up 60% to 70% of boutique studio membership. The Gen Z generation is just now beginning to graduate college, entering the professional world, and many already have disposable income with a commitment to wellness.

Gen Z and Millennials also prefer the community and atmosphere these gyms provide, which researchers attribute to their increasing popularity.

Now, consumers look for the community to go beyond the workout, including on social media. Private Facebook groups and Instagram posts can help create a sense of belonging and support for members, a trend feeding into the boutique fitness model based on group classes and community support.

One thing social media also has affected is the need for variety.

“Fitness trends are changing more rapidly than in the past. Gyms that are able to adapt quickly and on a cost-effective basis are more likely to be successful over the long-term,” said Jeff Kulik, Volofit’s Chief Strategy Officer. “Volofit was designed with this goal in mind. Our gym is an open concept fitness floor with no expensive fixed equipment, allowing our fitness team to program an unlimited variety of workouts. No day is the same in our studios, and members love it.”

Volofit invested heavily in technology to ensure those workouts are multidimensional. They can vary on time, reps, gamification, and more. Another key is that the workouts are based on High Intensity Interval Training.

HIIT first took the top spot in the American College of Sports Medicine’s annual Worldwide Survey of Fitness Trends back in 2014, and ever since then, it has remained one of the most popular segments in the industry. Volofit’s open floor concept, flexible equipment layout, and dynamic technology platform allows us to adapt and consistently remain at the forefront of what fitness consumers demand.

“Boutique fitness memberships often come at a higher cost than your average big box gym, so members want to see results,” said Canady. “Our HIIT programming is designed for full-body wellness. These functional workouts can increase your metabolic rate, reduce insulin resistance, burn calories, lose fat, and build muscle. At Volofit we take it another step by utilizing the technology needed to track that progress and keep members motivated.”

Integrating technology is essential in today’s boutique fitness environment. People rely on tech for progress tracking and accountability so much that they’ve incorporated it into their daily lives. Every Volofit studio is built with this commitment to technology in mind.

Volofit studios incorporate state-of-the-art wearables and smartphone technology to provide members with robust data to set goals and track health and fitness results during classes. The daily programming is shown on monitors on the fitness floor, while wearables show workout stats to members in real time. Members can see their progress both in the moment and over time, scratching the itch to get a little better every day.

“Above all, the community aspect of boutique gyms provides accountability to the consumer,” said Canady. “First, signing up for a class is already setting a standard or a commitment to honor. You also have a coach and other members right beside you to push your further, along with the technology as an added motivator. We always say fitness isn’t a solo journey. You need help along the way, and your community is there to help you get there.”

Two full years after the rebrand, Volofit is already making major splashes throughout the nation. Its flagship studio in Charlotte, N.C. has built a strong community with members both inside the studio and around town. Two major multi-unit development deals—15 units in South Florida and 20 in North Texas—are the result of the confidence franchisees have that Volofit and the boutique fitness industry as a whole are both set for growth.

Volofit specifically provides the opportunity to be a part of an alreadystrong HIIT fitness sector with a chance to get in early with brand that is rapidly expanding.

With increased urbanization, fitnessfocused generations now driving demand, and a wide range of prime markets available for a franchise that fits current and long-term trends, Volofit is ready for the future of fitness.