Empowered brands signs ukmaster licence agreement with fit+

Franchised fitness company, Empowered Brands, has signed a master licence agreement with German gym chain fit+.

The deal will see Empowered Brands roll out fit+ gyms through a traditional franchise model across the UK and Ireland, with more than 200 potential locations already identified.

Empowered Brands is the parent company of gym chains énergie Fitness and UBX Boxing & Strength.

Fit+ is a staffless gym concept with more than 250 locations across Europe and a projected 2024 turnover in excess of €30m. The brand was co-founded in 2018 by German fitness club operators and entrepreneurs Torsten Boorberg and Björn Krämer following staffing challenges they faced in the industry.

The company has seen growth of around 200% in the past three years and it has a target of having 320 gyms open by the end of this year (2024). With operations currently in 10 countries, the long-term plan is to expand into 28 countries across Europe, Africa and Asia with 1,000 gyms and €100m turnover.

Based on a franchised model, fit+ targets smaller territories than traditional gyms, such as smaller towns, suburban and even rural areas with a target population of 6,000 – 15,000 people.

Commenting on the deal, Mark Pinner, CEO at Empowered Brands, said: “It’s game-changing for the industry as it’s a concept that’s able to reach underserved communities easily, where perhaps they don’t currently have a convenient fitness facility, or where they do, but it has restricted hours etc. Fit+ gyms will provide a range of strength, resistance, and free weights equipment, and QR codes feature on each piece of equipment to guide users on how they work.

“We’re really excited to roll the concept out, providing everything that people need for a complete training programme.”