The HVLP gym brand’s investment in group training, new equipment and enhanced amenities signals how low-price gyms are changing what “affordable” looks and feels like
Vasa Fitness is putting $30 million toward a sweeping upgrade of its 64 gyms, signaling how the high-value, low-price (HVLP) segment continues to evolve in the age of Gen Z.
The Colorado-based chain has dubbed it a “mall of fitness” model: premium big-box amenities and boutique-style studio classes under one roof.
Vasa announced that the investment will be completed by the end of Q1 2026, bringing expanded boutique-style programming, new equipment and enhanced amenities to the majority of its clubs in Colorado, Utah, Oklahoma, Arizona, Illinois, Indiana, Wisconsin and Nebraska.
The fitness operator did not disclose financial terms or investor details, but said that $10 million will go toward growing its Studio (boutique fitness-style) programs, with more than 30 new Studio LFT strength-training spaces and over 10 Studio Flow infrared yoga rooms expected to open by early 2026.
The news will likely resonate with many of Vasa’s small-group training fans, who clamored for Studio LFT after its January debut. In its first six months, coaches led more than 3,000 classes, with over 1,500 sessions waitlisted, according to the fitness chain. Vasa also offers Studio Red, a high-intensity interval training format with Myzone heart-rate tracking, which remains part of its existing lineup.
Another $5 million will be dedicated to more than 1,000 new machines, including stair mills, ski ergs, treadmills, Life Fitness belt squats and glute drives, Rogers Squat Pro and glute ham machines, Arsenal pendulum squat, V squat and vertical leg press machines, and Booty Builder abductor, adductor and V8 machines.
“We’re raising the bar on what members can expect from a high-value, low-price fitness club,” Vasa Fitness CEO Rich Nelsen said. “This investment increases the value of every Vasa membership by delivering more boutique-style classes and state-of-the-art equipment our members love and are asking for—all while keeping fitness affordable and accessible.”
This past summer, Vasa dipped its toe into popular recovery amenities, debuting a cold plunge tub at its fourth Colorado Springs location.
In the highly competitive HVLP category, upgrades like these have become a key battleground.
Rivals such as EoS Fitness, Crunch Fitness and Planet Fitness have also leaned into modernization, equipment upgrades and more to appeal to younger members who want both value and experience. Even Gold’s Gym, whose Southern California clubs were just acquired by EoS Fitness, had begun reinventing its spaces with updated equipment and recovery-driven amenities before the sale.
Such moves are paying off. According to new data from the Health & Fitness Association, HVLP and mid-priced gyms hit record visitation levels in the third quarter, with traffic 22% above pre-pandemic levels.
