Fitt Insider 270. Karl Sanft, President & CEO of 24 Hour Fitness
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Jan 7, 2025 Karl Sanft, the President and CEO of 24 Hour Fitness, leads a conversation about the future of fitness in a post-pandemic world. He shares insights on transforming gym experiences for the next generation, highlighting the shift to functional training and the importance of community in fitness. Sanft discusses the brand's commitment to facility renovations and adapting to evolving member preferences, ensuring that fitness remains accessible. His authentic leadership approach emphasizes collaboration and shared successes during challenging times.
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Outdoor Operations
- During the pandemic, 24 Hour Fitness had to close many locations and move some gyms outdoors.
- This shift from an access model to a usage model allowed them to stay engaged with members and their fitness communities.
Recovery Strategy
- 24 Hour Fitness adopted a three-step recovery strategy: offer value, reinvest, and then raise prices.
- Members are willing to pay more for renovated gyms, demonstrating the importance of reinvestment.
Market Positioning
- 24 Hour Fitness positions itself between budget gyms and high-end lifestyle brands.
- They offer more amenities than budget gyms at a lower price point than luxury clubs.