A Nationwide Refresh Starts Now: The Edge Fitness Clubs Announces Systemwide Upgrades

What The Edge is doing and where it will happen

The Edge Fitness Clubs said it will spend $25 million to upgrade gyms across its network. The plan covers equipment, member areas and brand updates at locations nationwide over the next two years. The company said the money will go to replacing machines, adding more group-class space, improving locker rooms and rolling out a clearer, more modern look in lobbies and signage. The upgrades will start this quarter and continue in phases. The company said the aim is to make gyms more comfortable for current members and more attractive to people who left during the pandemic.

What the money will buy inside your local club

The Edge plans to use the money across several concrete areas. First, cardio and strength equipment will be refreshed: treadmills, bikes, ellipticals and weight machines will be replaced or serviced, and the company will add more functional-training gear like free weights, kettlebells and rigs for small-group training. Second, studios and group-class spaces will be expanded or reconfigured to fit popular formats such as high-intensity interval training and cycling. Third, member-facing amenities will get attention: locker rooms will be modernized, lighting and flooring upgraded, and common areas will receive new furniture and charging stations. Fourth, the company will roll out a unified visual brand — new signs, a cleaner lobby design and clearer wayfinding to make each club feel updated.

The rollout is planned in phases, starting with a pilot set of clubs to test layouts and supplier choices before a wider push. The company said it would work with national equipment suppliers but also seek local contractors for installation. No mass closures are planned; most work will be scheduled during off-hours to limit disruption.

Where this fits in The Edge’s recent push

The Edge Fitness Clubs has spent the past few years trying to regain momentum after pandemic-era membership losses. Like many mid-market chains, it saw customers drop away in 2020 and then return unevenly. In recent quarters the company has reported steady but slow growth in membership and visits, and it has focused on improving retention rather than rapid expansion.

This $25 million program fits a broader strategy of refreshing existing locations instead of opening many new clubs. Management says investments in the existing base bring faster visible wins: happier members, higher usage of classes and better word-of-mouth in local markets. The move may also help franchise partners who run many of the clubs; a shared brand refresh can lift sales at individual locations without requiring franchisees to fund the full cost up front. For the company, the effectiveness of this plan will depend on execution: getting the right equipment mix, managing costs and timing work to avoid driving members away during renovations.

Why other gyms are making similar bets

Across the fitness industry, operators are balancing hard choices: invest in better facilities to attract members, or cut costs to protect margins. Big competitors and boutique chains have spent on premium studios, technology and loyalty programs. At the same time, budget gyms have competed on price and convenience, pressuring mid-market brands.

The Edge’s upgrade plan mirrors moves by peers that chose to refresh clubs rather than chase rapid expansion. Consumers now expect cleaner, better-lit gyms, more group-class options and simpler digital check-ins. That puts pressure on older clubs with dated equipment. Suppliers face steady demand for cardio and functional gear, but lead times and installation labor remain a constraint in some regions. In this environment, a well-timed, well-run refresh can pay off by bringing back lapsed members and boosting frequency among regulars.

What members, franchisees and local markets should expect next

Members should expect staged changes: some clubs will see weekend or overnight work, while pilot sites may close short periods for deeper renovation. Franchisees will watch how cost sharing and branding are handled; the company has said it plans support for partners but gave few details on funding splits. Near-term watch items include which locations are chosen for pilots, the supplier roster and any reported disruptions that could affect local traffic. If the rollout goes smoothly, the upgrades could modestly improve member satisfaction and visits.

Sources

• prnewswire.com