The military-themed workout studio is opening its door to franchising partners, looking to expand across the U.S.
Earn Your Stripes, a fitness studio brand known for its military-inspired workouts, is embarking on a nationwide expansion plan by opening up its locations to franchising.
The brand currently operates two locations in New Jersey and Florida, where its main hub is. It has plans to bring its proprietary training and ranking system — which involves earning points to move up in military-based ranks — to high-military areas, according to Earn Your Stripes co-founder Matt Wright.
He revealed the first market the brand will be targeting is Central Florida, where its flagship facility is located. From there, the brand is aiming to expand into bustling towns near major cities where there’s a gap for boutique studios — not in the cities themselves, where fitness clubs tend to be more saturated.
“We’re looking for the up-and-coming markets,” Wright told Athletech News.
He also said the team is looking for a substantial investor early on that will execute the brand’s vision, which is ideally to have five territories signed by the end of 2026.
“Finding the right people to go down the path with us is more important than doors,” Wright added.
Earn Your Stripes recently expanded upon its fitness offerings, now having three signature programs:
EYS Fit: A 50-minute, four-station circuit focused on power, strength, endurance, and functional training
EYS Combat: A 50-minute, two-station high-intensity workout alternating between boxing combinations and full-body floor work
EYS Core: A 50-minute, low-intensity workout focused on core stability, balance and functional movements to develop total-body strength.
“We are building more than gyms, we are building communities where people grow stronger mentally, physically and emotionally,” Wright said. “Franchising gives us the opportunity to expand that impact with the right leaders in local markets.”
Wright founded the brand alongside former Goldman Sachs executive, Scott Marchakitus in 2021. The duo works alongside chief operating officer Brian Davis, a former U.S. Marine turned entrepreneur.
“Our diverse backgrounds allow us to lead with both heart and precision,” said Marchakitus. “We’ve built a model that works, and now we’re focused on finding the right partners to bring it to life across the country.”
Wright indicated that Earn Your Stripes has big aspirations beyond the U.S., especially with its app. The brand has gamified the fitness experience by allowing members to earn awards, achievements, badges and participate in challenges, like cross-studio competitions.
“Long-term, we have aspirations for it to be a global franchise as we can make the investments specifically in the app to be able to get this experience into people’s pockets,” he told ATN.
Wright also credited the brand’s success and franchising opportunities to its partnership with equipment supplier BeaverFit.
“We couldn’t do it without them,” he added.
