Snap Fitness has beefed up its presence across the UK and Ireland, surpassing 100 gyms in the region and becoming one of the fastest-growing networks in the 24/7 fitness market.
For EMEA CEO Kevin Yates, the strategy behind that growth is simple: choose the right sites, stay ahead of member expectations and fitness trends and build a franchise model that appeals to investors who want predictable returns.
What sits underneath that, however, is a more complex picture, shaped by shifting consumer behaviour, rising expectations around wellbeing, and a franchise network that has had to modernise rapidly since the pandemic.
Location, experience and record growth
Yates says the brand’s recent momentum has been driven in the main by clever and considered siting. He puts much of that down to a property strategy that prioritises visibility, catchment strength and commercial viability.
“By ensuring we’re careful and considered when selecting new locations, we’re giving our franchisees a platform for success from day one, which is reflected by some record-breaking pre-sale numbers,” he says.
That gives the network a flying start. But the second part of the equation – the member experience – is what’s driving the network’s retention and long-term revenue growth.
“For our existing network, investing into our member experience has been vital to growing their membership numbers. This includes brand-new group exercise classes that people can’t get anywhere else, as well as dedicated recovery areas with equipment like infrared saunas and compression boots.
“We’ve grown our membership base by over 18% in the past 12 months, compared to the 5.4% fitness industry average”.
New sites deliver the network expansion, while enhanced member experience keeps existing sites competitive. Together, Yates describes it as a “record-breaking year for franchise sales.”
Why investors are buying in
Snap Fitness sits in a mid-market bracket — accessible, 24/7, lean, and increasingly more wellness-driven than traditional gym chains – a structure that has made it a magnet for investors looking for predictable returns.
“I think a key factor is our franchise model. With the majority of our franchisees’ revenue coming from monthly memberships, it gives investors a reliable, recurring income and a good idea of how much they’re going to make at the end of each month.”
The model also shields franchisees from the staffing pressures hitting more service-heavy brands.
“Our gyms operate on a lean staffing model which is attractive to investors. This means we are far less impacted by ongoing rises in staffing costs and minimum wage compared to more service-heavy franchises.”
And then there is the macro trend of young people (but old ‘uns too) now treating fitness and wellness as lifestyle essentials, not discretionary extras.
“Gym membership numbers in the UK have risen for four consecutive years,” he says. “The younger generation… They’re going to be fuelling our industry’s growth for years to come and investors want to be a part of that.”
Future-proofing through innovation
Yates is clear that the brand’s long-term differentiation rests on innovation — and ensuring franchisees have products that genuinely stand out locally.
“It means giving them a business and a product which will appeal to consumers for years to come,” says Yates. “We need to be on top of the latest fitness equipment and wellbeing trends.”
There have been new additions like Reformer Pilates and state-of-the-art recovery equipment that Yates believes sets Snap apart from the competition. The emphasis is not just on novelty, but on broadening the concept of what a 24/7 gym can be.
“It’s all about giving members everything that they need under one roof. People want far more than convenience from a gym membership now and that trend is only going to continue as consumer expectation rises.”
As an example, the aforementioned Reformer Pilates – once a boutique-studio luxury – and infrared saunas have now become central pillars.
“All our Reformer beds come with a touchscreen which have over 800 on-demand video workouts. This means that our members can access them regardless of their lifestyle.”
Recovery is now another core selling point.
“Rest and recovery are becoming increasingly important. Combining the convenience of 24/7 access with a leading member experience and product innovations gives our franchisees an incredibly competitive product that appeals to consumers”.
Modernising the network
While new sites steal the headlines, existing franchisees are also transforming their clubs to meet rising expectations. A welcome shift that Yates says is already driving substantial uplift in membership.
“A big part of that is our franchise partners and their teams living and breathing the brand,” he says.
It has seen investment in a modernisation process which includes the roll-out of new equipment which brings in more members and creates a significant uplift in value. Meanwhile, the support office has been central to creating consistency across the network.
“It’s down to the increased levels of support we provide. We’ve got an incredibly settled team within our Support Office who are dedicated to helping our franchisees thrive.”
Franchisee journey and support
The brand attracts a mixed profile of operators, from hands-on owners to investors who delegate to in-club teams. What matters, Yates says, is mindset.
“The one thing that they all have in common… is a drive and ambition to make a difference. We find franchisees that can follow the playbook but at the same time, push to innovate and adapt the franchise model to their local area to have long-lasting success.”
Many operators have no fitness background. Some 80 per cent of them, in fact. So the onboarding process has been engineered to remove any uncertainty.
“We provide a transparent sales journey, which familiarises them with us and our industry. This means if they do invest, they’re ready to go from day one. For example, prospective franchisees are guided through a comprehensive cashflow document to show real-time costs of operating a Snap Fitness gym. This is fully customisable including the gym’s size, location, membership pricing and opening member numbers. If they do then become a franchisee, the support is non-stop.”
And that support continues through to launch.
“We’ll help them secure preferential funding, source and negotiate on a prime property for their gym, offer support with recruitment and create a comprehensive online and offline marketing launch for their new site. Our new gyms in the past 12 months are opening with 44% more members than the previous 12 months.”
Leadership and vision
What has worked so well so far and what Yates continues to focus on is consistency, innovation and local execution.
“My time in the industry has taught me the importance of delivering exceptional experiences, blending innovation with operational excellence. I aspire to have consistency across our franchises but with the balance of our franchisees being able to execute this locally in their gyms.”
Looking ahead
Further expansion remains the next major milestone. “Our next phase in the UK & Ireland is to broaden our reach,” he declares.
“Our opening pipeline for 2026 is fantastic. We already have some prime properties secured for these openings and you’re going to see new Snap Fitness locations launch in a range of new areas.”
“2026 is also going to be a big year for modernisations of our existing gyms. Our franchisees are passionate about reinvesting in their facilities and being able to incorporate these exciting new products and offerings such as Recovery Zones and Reformer Pilates. This will give these locations a new lease of life and be able to appeal to a brand-new range of consumers.”
Always looking to capture the zeitgeist, he sees the sector evolving into a broader lifestyle category rather than just exercise.
“We’re more of a wellness industry now. Consumers want far more than a gym.” He says they want support and guidance across all aspects of their wellbeing.
Technology will be central in delivering that and will be a big part of the firm’s future investment with a new app on the way to bring the experience to members outside of the gym as well.
“We want to positively impact our members’ lives as much as possible, regardless of whether they’re within the four walls of our locations,” says Yates.
Continued innovation to the Snap Fitness offering around wellbeing and lifestyle now forms a big part of the business plan going forward and as you might expect from a gym, it looks like it’s all working out.
