Fit+ is aiming to operate at least 1,000 clubs by 2027. The staffless gym franchise currently has 208 studios across 19 countries, but with master franchise licenses granted in Asia and the USA, is planning to roll out facilities in these territories, as well as others, over the next five years.
The concept relies almost entirely on technology for bookings, access, security and the delivery of workouts and customer engagement.
In an exclusive interview with HCM, founder Torsten Boorberg says individuals with a certain level of fitness and those who are content to be coached digitally, are ideal consumers for such a concept.
“The safe execution of exercises is always improving, simply because people bring a lot more fitness experience with them now the industry has matured,” said Boorberg. “Like skiing or tennis, after a while, you don’t need a coach to have fun or get results in the gym. The younger audience is comfortable using digital media and we offer digital training, along with exercise instructions which can be called up via QR code.”
Boorberg says that if members require some professional input they can access personal training.
The fact that the gym is staffless has enabled Fit+ to open up in places that do not have any existing fitness facilities. “Our staffless concept has allowed us to extend into rural areas: our USP is that we are often the only studio in the area,” said Boorberg. “This blue ocean strategy helps us to break even very quickly and operate the studios successfully without incurring high sales and marketing expenses.”
As the cost of living and energy crises continue, operators and members are looking to lower costs. Staffless gyms can provide an effective solution for both parties, although it's a controversial topic in the fitness industry. Read our Talking Point in HCM for a collection of opinions on the subject.
Are staffless gyms the future? We welcome your feedback on the issue for our letters pages. Write to the editor Liz Terry here at
