Action Black, a brash boutique fitness brand that’s already a hit in Colombia and other countries, is plotting major expansion in New York City and across the United States.
Marketing itself under the bold slogan, “We’re not a (f*ng) gym. We’re the most revolutionary training model in the world,” the boutique fitness brand features a dimly lit, nightclub-style aesthetic, hence the name “Action Black.”
Beyond its dark-room vibes, Action Black’s other calling card lies in its approach to group fitness. The brand’s locations feature multiple fitness modalities all under one roof, with separate rooms for classes like boxing, strength training, cycling and HIIT.
Founded in 2015 by former Colombian reality TV star turned gym executive Wilder Zapata Torres, Action Black currently has over 20 locations and counting in its home of Colombia, with additional studios in Spain and Mexico, along with planned openings coming in Portugal and Brazil.
Now, Action Black is planning to take over the United States. The brand opened its first U.S. location in New York City’s Tribeca neighborhood last year, followed by a second location in NoMad.
“Everywhere we go, people love it,” Oscar Toro, an Action Black investor who is helping lead the brand’s U.S. expansion, tells Athletech News. “We opened about four months ago in Spain, and it’s doing amazing. It’s the same thing in Mexico.”
Action Black will soon be opening in Williamsburg, Brooklyn, which will become the brand’s largest facility in the U.S., around four times the size of its Tribeca studio. The Williamsburg location will feature additional perks like a lounge, co-working spaces and potentially, community events like “wine Fridays,” Toro tells ATN.
Additional New York locations are planned for the Financial District in Manhattan and Dumbo in Brooklyn.
Action Black isn’t staying confined to the Northeast, either. The brand signed a lease to bring a facility to Miami’s Brickell neighborhood, with construction set to begin there soon.
Standing Out From the Crowd
Action Black is seeking to cultivate a distinct experience in the crowded, often repetitive world of boutique fitness. The workout rooms inside an Action Black are dimly lit with bright neon lights, reminiscent of a nightclub. Each class is led by an instructor, but there are also TVs in class so members can also follow along on screen.
Similar to other Action Black studios, the brand’s Tribeca location features several separate workout rooms, each of which is stocked with equipment for a different group fitness class. Classes include Jab, a boxing fitness class; Savage, a bootcamp-style HIIT workout that combines strength training and cardio; and Solido, which focuses solely on glutes and abs, among other offerings. Locations also feature the “garage,” a free gym area stocked with strength training equipment like power racks, machines and free weights.
The idea, according to Toro, is that Action Black members can get all of their favorite group fitness workouts in one place, for one price.
“At most studio gyms, it’s only one modality. Or they have one only space where they’ll do boxing, treadmill, etc.,” Toro says. “We combine all of these modalities into one (location), each of which has its own individual studio. You don’t have to go anywhere else.”
Currently, an Action Black membership can be had for $299 per month for U.S. gym-goers, with annual plans also available. To drum up interest in America, the brand is offering a buy-one-get-one-free membership deal for friends and family members, along with free-trial promotions and class packs.
The brand primarily targets members in their 20s, 30s and 40s, and at a typical Action Black, around 70% of members are female.
Big Plans for US, International Growth
While America’s boutique fitness market is highly competitive (especially in NYC), Action Black believes it offers something unique with its everything-under-one-roof approach and its nightclub-inspired look and feel.
If all goes well in New York and Florida, the brand plans to target additional states in the U.S. for expansion, identifying North Carolina and Texas as particular markets of interest.
The American expansion is part of Action Black’s broader worldwide growth plan, which includes the target of opening at around 135 gyms across the globe.
Internationally, the brand will open more locations in Colombia, Spain and Mexico, along with planned openings in Portugal and Brazil. Additional openings are planned for Shenzhen, China, Dubai, UAE, and Santiago, Chile, per Action Black’s website. The brand has identified London and Germany as additional markets of interest, it told ATN.
