24 Hour Fitness Bets on Personalization to Remake the Gym Experience

CARLSBAD, CA – December 29, 2025 – As the fitness industry continues to pivot towards hyper-individualized experiences, legacy gym chain 24 Hour Fitness is making a significant strategic move to redefine its value proposition. The company today announced "Results Your Way," a comprehensive, nationwide initiative for 2026 designed to shift its focus from simple gym access to a deeply personalized and holistic wellness journey for its members.

This new approach is rooted in the idea that progress is not one-size-fits-all. Instead of prescribing a rigid path, the company aims to provide a flexible ecosystem of tools, guidance, and support systems. Backed by multi-million dollar investments in club renovations and new programs, the initiative represents a calculated effort to compete not only with traditional big-box gyms but also with the burgeoning market of boutique studios and digital fitness apps.

"Our members are focused on results, but they want a fitness experience that fits their lives, goals and starting points," said Miia Suortti, Vice President of Marketing at 24 Hour Fitness, in a statement announcing the launch. "Results Your Way reflects our commitment to providing the tools, support and flexibility to help them move forward on their own terms."

A New Blueprint for Member Guidance

The cornerstone of the "Results Your Way" strategy is a renewed emphasis on expert coaching and accessible guidance. In a significant operational shift, 24 Hour Fitness will now require all fitness staff and general managers to be certified personal trainers. This move is designed to embed expert knowledge throughout the club, ensuring members can receive credible advice and support whenever they need it, not just during scheduled training sessions.

This hands-on approach is complemented by the company's 24GO digital app, which serves as a virtual companion to the in-gym experience. The app provides personalized workout plans and progress tracking, aiming to bridge the gap between structured gym visits and the daily challenge of staying consistent. While some users have noted a desire for deeper customization within the app, its role is central to the company's hybrid fitness model, catering to members who blend at-home workouts with gym sessions.

The philosophy behind this enhanced support system is to foster sustainable habits. "What we see consistently is that results happen when fitness adapts to the individual," explained Raphael Konforti, Senior Director of Fitness Business and Operations. "Some members want structure; others want freedom and most need a mix that changes over time. What doesn't change is how much results matter in keeping us consistent."

Beyond the Weights: Holistic Wellness Takes Center Stage

Perhaps the most visible components of the new strategy are the additions of specialized wellness zones, signaling a move beyond traditional cardio and strength training. Dozens of locations are introducing "Recovery24" areas, dedicated spaces designed for pre-workout preparation and post-workout recuperation. These zones are equipped with modern recovery tools like massage guns, compression boots, and zero-gravity recliners, which are increasingly seen as essential for preventing injury and enhancing performance. This integration of recovery services directly into the mainstream gym environment reflects a broader industry trend that positions rest and regeneration as an active part of any fitness regimen.

Even more ambitious is the debut of "Reformer24" private studios. This initiative brings the highly popular practice of reformer Pilates—an exercise modality known for building core strength, balance, and flexibility—into the 24 Hour Fitness ecosystem. Typically the domain of expensive boutique studios where sessions can exceed $40, Reformer24 offers a hybrid model of live, expert-led classes and a library of over 800 on-demand digital sessions. After a successful pilot program in several Southern California clubs in late 2025, the company is set to expand the offering, aiming to democratize access to a workout that has long been prohibitively expensive for many.

A Strategic Play in a Crowded Field

"Results Your Way" is more than a member-facing campaign; it is a calculated business strategy to carve out a distinct identity in a fiercely competitive market. 24 Hour Fitness is positioning itself in a unique middle ground—more personalized and amenity-rich than low-cost leaders like Planet Fitness, yet more accessible and affordable than luxury brands like Equinox or specialized studios like Orangetheory Fitness.

This ambitious overhaul is backed by significant financial muscle. In May 2025, the company secured a $305 million credit facility expressly to fund innovation and investment within its clubs. These funds are fueling the ongoing physical transformation of its facilities. Over 40 clubs nationwide have already undergone extensive remodels, featuring expanded turf zones, upgraded functional training areas, and new equipment designed to cater to a wider range of fitness levels and styles. These renovations are not just cosmetic; they are a core part of the strategy to enhance the member experience and justify the brand's value proposition.

To ensure the message reaches its target audience, a major advertising campaign is slated for 2026, with out-of-home, radio, and in-club placements. In key markets like Southern California, advertising will be localized to showcase specific club upgrades, directly connecting the marketing message to the tangible improvements members can experience.

By integrating personalized coaching, holistic wellness services, and significant facility upgrades, 24 Hour Fitness is making a bold statement. The company is betting that the future of fitness lies not in offering the most equipment or the lowest price, but in creating an adaptable, supportive environment where every member can define and achieve their own version of success.