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.
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.