In the competitive landscape of the fitness industry, Snap Fitness, part of Lift Brands, is steering a distinctive path with its 24/7 gym model.
Under the stewardship of Kevin Yates, CEO of Lift Brands EMEA, the company has achieved notable growth and strengthened its foothold in the UK and Ireland. Snap Fitness’s accessible business model, coupled with an emphasis on community and innovation, is proving popular with modern, time-pressured fitness enthusiasts.
Yates’ own journey to the top of Lift Brands is rooted in his years of experience in the fitness sector. Having founded TRIB3, a boutique fitness chain, and played a pivotal role in developing 1Rebel’s premium offerings, Yates brings to the party a nuanced understanding of creating fitness experiences.
He credits those experiences with shaping his approach at Snap Fitness.
“As the founder of TRIB3, I focused on delivering exceptional experiences, blending innovation with operational excellence,” says Yates.
“These experiences have instilled in me the importance of balancing brand consistency with localised execution – a skill I now bring to Snap Fitness.”
Franchise support and member experience
Since taking the reins in December 2023, Yates has focused on enhancing club performance and strengthening relationships with franchisees. Recognising the importance of personal connections in the fitness industry, he prioritised visiting clubs personally to gain firsthand insight into the challenges and opportunities franchisees face.
“While it’s important to have a clear vision from a support office level, our franchisees are living and breathing our brand locally, and it’s vital to get their valuable input,” he notes.
His efforts to modernise Snap Fitness locations have already borne fruit.
“Clubs that have been modernised are already seeing fantastic results and significant uplifts in membership numbers,” he explains.
By emphasising the member experience and empowering franchisees to deliver better quality service, Yates is ensuring the brand remains competitive in an evolving market.
Appealing to the Gen Z and millennial markets
Snap Fitness’s target demographic is evolving, with Gen Z and millennials comprising 62% of its membership base. Yates views it as a major growth opportunity.
“Gen Zs in particular are far more health-conscious than the generations that have gone before them and see being active as a key part of their lifestyle. However, they have high expectations, and we need to meet them.”
To capture the interest of the more tech-savvy and health-focused generations, the firm is investing in digital tools such as its Snap App, which offers personalised fitness plans, on-demand workouts, and progress tracking.
“While we’re a 24-hour business in the sense that members can use our gyms whenever they want, we need to be able to positively impact their lives even when they can’t visit one of our locations,” he explains.
The introduction of signature group exercise classes has also been a strategic move to foster a sense of community. The classes serve as an entry point for people new to fitness, helping to get beyond those first intimidating steps.
“Creating a sense of community is vitally important,” Yates emphasises. “We want to show people that our locations are welcoming and something that anyone can feel a part of.”
The Snap Fitness franchise offer
Snap’s franchising model is designed with precision and data-driven insights. The brand’s detailed site-selection process aims to ensure franchisees are set up for success from the start.
“It’s vital that we put forward locations where there’s latent demand for a high-quality, 24-hour gym,” Yates says. Population density, demographics, and competition are among the key factors considered.
The attention to detail extends to club design and consistency. Snap Fitness employs a comprehensive brand design manual, trusted contractors, and recommended suppliers to ensure every club aligns with its standards.
“We have a clear brand design manual for our clubs for how they look and are laid out,” he says. It’s a strategy that has contributed to new locations opening with 44% more members than those launched in previous years.
Franchisees also benefit from robust operational support, including dedicated Franchise Business Managers (FBMs) who help optimise performance. Through tools like Net Promoter Score (NPS) surveys and bespoke training, Snap Fitness monitors and maintains its service standards.
“Our FBMs are meticulously into the detail when it comes to the operation of our clubs and help our franchisees get the most out of their teams”.
Gym design and technology
To remain relevant in a competitive industry, Snap is continuously evolving its gym design and customer offering. Recent updates include the introduction of immersive lighting in its group exercise studios, as well as the introduction of recovery areas, and cutting-edge technology such as infrared saunas and compression boots.
“The main change is our greater focus on group exercise and the importance of recovery, both of which are influencing tweaks to our design,” Yates explains.
Sustainability is another priority, with clubs incorporating energy-efficient designs and environmentally friendly materials. The goal is to create spaces that blend functionality with aesthetics while staying affordable. “We want group exercise to be a truly immersive experience and bring all the human senses alive,” he adds.
Beyond the Snap App, technology plays a role elsewhere in Snap Fitness’s growth strategy. The brand is exploring AI to enhance customer interactions and operational efficiency. An AI chatbot has been rolled out on the website to address common enquiries instantly.
“The aim is to give instant answers to their questions and increase the chances of them submitting an enquiry or signing up to a membership”.
Fitness in a crowded market
With memberships averaging £35 per month, Snap occupies the gap between budget gyms and premium fitness clubs. The firm’s strategy emphasises value through technology, innovation, and exclusive offerings.
“By developing signature programmes and creating fitness experiences which can’t be found anywhere else, we believe we can be a standout choice in the market,” Yates says.
Fostering an inclusive culture is also central to the Snap Fitness ethos. The company invests in recognition programmes and events like its annual summit to celebrate successes and strengthen its network.
“While we may have over 100 different franchises, we’re all part of the same brand and have the same purpose of creating happier and healthier lives for our members,” he says.
Vision for the future
Looking ahead, Yates envisions Snap Fitness as a leader in the EMEA region, with a thriving network of clubs that cater to diverse demographics.
“By combining cutting-edge design, innovative programming, and community engagement, Snap Fitness will continue evolving to meet the ever-changing fitness landscape,” he concludes.
Through a combination of innovation through technology, operational excellence, and a commitment to community, Snap Fitness wants to shape the future of fitness.
For prospective franchisees, the brand offers a compelling opportunity with a proven model, comprehensive support, and a chance to be part of a a new type of fitness club that marries technology, community and flexibility.
