VASA Fitness, a corporate-owned, budget-friendly operator, has opened its first cold plunge-equipped club to meet Gen Z’s demand for more value from HVLP gyms
Vasa Fitness has opened its fourth location in Colorado Springs, marking the high-value, low-price (HVLP) operator’s 15th club in Colorado and the first to feature a cold plunge tub as it caters to Gen Z consumers seeking more from budget-friendly gyms.
The 48,000-square-foot facility at 7655 North Union Blvd. is the latest step in Vasa’s strategy to expand access to affordable fitness, with memberships starting at $14.99 per month. In addition to the cold plunge, the new gym includes a steam room, sauna, hot tub, massage chairs, red light therapy, strength and cardio equipment, a performance lifting area and functional turf training zone, free weights, an InBody machine, half-court basketball, personal training and KidCare.
“Today’s fitness consumer—especially Gen Z—is looking for a space that’s immersive, social and results-driven while still being affordable,” Vasa Fitness CEO Rich Nelsen said. “This new club delivers all of that and more: boutique-style classes, on-trend recovery amenities, an energetic community and accessible pricing. It’s the ideal space for anyone seeking a well-rounded approach to fitness, recovery and total-body wellness.”
The new location also features Vasa’s trio of boutique-style signature classes (Studio Red, Studio LFT and Studio Flow, an infrared yoga offering) designed to target cardio, strength and recovery.
Unlike many of its HVLP competitors, which rely on franchise models, Vasa remains fully corporate-owned, a deliberate decision aimed at maintaining brand control and consistency. The company currently operates 61 locations across Colorado, Utah, Oklahoma, Arizona, Illinois, Indiana, Wisconsin and Nebraska.
“We’re in the journey of the brand where we want to control the outcome, and we’re building a brand, not opening gyms,” Nelsen told Athletech News last year. “Right now, I don’t feel comfortable letting somebody else be in control of the execution behind that.”
Still, he hasn’t ruled out franchising entirely.
“It [franchising] certainly could be a possibility when we feel like we’ve nailed the execution of the brand and have the ability to share that with others,” Nelsen said. “Today, we’re not ready.”
