Fitness World Canada is entering its most ambitious growth phase to date, unveiling a $50 million capital commitment designed to accelerate national expansion and introduce franchising for the first time in the brand’s modern history. The five year strategy combines the opening of 25 new corporately owned fitness clubs with the rollout of a structured franchise program, positioning the British Columbia based operator for sustained growth across Canada and potentially beyond.
The announcement signals a major inflection point for a company that has quietly rebuilt itself since emerging from bankruptcy during the pandemic. With 17 operating locations across British Columbia and more than 90,000 members, Fitness World is now shifting from regional strength to national ambition, backed by a business model that emphasizes affordability, inclusivity, and operational discipline.
“This $50 million investment is more than growth capital, it’s the fuel behind our mission to make fitness more accessible, affordable, and transformative across North America,” said Chris Smith, President and CEO of Fitness World. “Expanding through both corporate and franchise locations underscores our commitment to growth while staying connected to the day to day business.”
From Pandemic Reset to Growth Platform
Fitness World’s current trajectory is rooted in a restructuring that began in 2020, when Smith acquired the former Steve Nash Fitness World and Sports Club assets out of insolvency. At the time, the brand carried a mid tier pricing structure and an aging portfolio of clubs that struggled to align with shifting consumer expectations.
“We right sized to 15 clubs and now we’re at 17, getting ready to start construction on our 18th location,” Smith said in an interview conducted in fall 2025. “Over the last few years, we’ve really evaluated what’s next in terms of long term strategy, and how we can spread our brand of fitness a little bit more.”
That reset included a near $10 million reinvestment into existing clubs, focused on upgraded equipment, lighting, layouts, and programming. While many physical structures remained intact, Smith said virtually every other element of the member experience was reimagined.
“The bathrooms are still where you remember them and the walls are still there,” he said. “But the colours, the lighting, the music, the equipment, everything else is different. Our business model is different too.”
A High Value, Low Price Positioning
Central to Fitness World’s growth strategy is its positioning as a high value, low price operator. Memberships start at $12.49 bi weekly, placing the brand well below traditional full service gyms while offering significantly more amenities than entry level discount competitors.
“We’re not claiming to be a high end facility and we don’t want to be,” Smith said. “We don’t think that fits our core values, one of which is inclusivity. You can’t really be inclusive if your price point excludes a lot of folks.”
Fitness World clubs feature extensive strength and cardio zones, group fitness studios, recovery amenities such as hydro massage, red light therapy, and massage chairs, as well as personal training and nutritional services. Many locations also offer child minding, women only workout areas, and community specific programming.
“Our model flexes into the community,” Smith explained. “In suburban locations with young families, child minding is critical. In urban locations, it might not be needed. We design clubs based on what that community actually requires.”
Corporate Growth Anchored by Real Estate Strategy
As part of the Fitness World Canada expansion, the company plans to open 25 new corporate locations over five years, with two new clubs expected to open in the second quarter of 2026. Typical locations range between 20,000 and 25,000 square feet, positioning Fitness World as a large format anchor tenant within retail and mixed use developments.
“These are big commercial footprints, often anchors to retail centres,” Smith said. “That’s where we like to be, but we can be flexible if there’s a community we really want to serve.”
Geographically, the company is prioritizing Ontario and Alberta for corporate expansion, with a particular focus on the Greater Toronto Area, Calgary, and Edmonton. Smith confirmed the company is also evaluating opportunities south of the border, though Canada remains the immediate priority.
“We don’t want to grow too fast, but we want to grow as fast as sustainably possible,” he said.
Franchising Marks a New Chapter
Alongside corporate expansion, Fitness World is launching its first formal franchise program, a move Smith describes as a deliberate evolution rather than a pivot away from operating company owned clubs.
“We plan to continue a balance of both,” he said. “There’s a lot of merit in doing both, especially at this stage of our incubation as a company.”
The franchise program debuted quietly at ICSC@Canada in Toronto in fall 2025, generating what the company described as a strong initial response from prospective operators. Fitness World plans a more aggressive rollout in 2026, including presence at ICSC Las Vegas and the International Franchise Expo.
Future franchisees are being offered a turnkey model supported by centralized onboarding, operations playbooks, marketing automation, and a proven technology stack. The company reports average unit volumes of approximately $3.25 million, with club operating profit approaching $925,000.
“We’re looking for the right type of investors or operators who embody who we are and what we want to be about,” Smith said. “This isn’t about scaling at all costs. It’s about scaling with impact.”
Technology as a Growth Enabler
Technology has played a critical role in Fitness World’s turnaround and growth. In 2024, the company partnered with ABC Fitness to deploy advanced club management and member engagement tools, including digital onboarding, personalized fitness plans, and operational analytics.
The results have been measurable. Fitness World now generates roughly one third of its sales through online channels, with monthly digital sales nearly tripling since 2020. These systems have also supported improved member retention, which Smith views as one of the most telling indicators of brand health.
“Our Google review scores are the highest in our market by far,” he said. “Retention is strong, and people keep showing up because they appreciate the experience we deliver.”
Industry Trends Favor Value and Accessibility
Fitness World’s expansion comes as Canada’s fitness industry continues to grow, currently valued at approximately $5.8 billion with annual growth exceeding six percent. According to Smith, the market has bifurcated, with premium operators and high value, low price gyms outperforming mid market competitors.
“The high end clubs are doing well, and our category has grown tremendously,” he said. “Every business metric you look at, member counts, profitability, engagement, tells a positive story.”
Smith noted that boutique fitness concepts have struggled to regain pre pandemic momentum, while consumer demand increasingly favours flexible, comprehensive facilities that support strength training, recovery, and long term health.
Health, Wellness, and the Role of Gyms
Smith believes gyms are playing an increasingly important role in broader health outcomes, particularly as younger generations prioritize wellness more intentionally than previous cohorts.
“The baby boomers are in the same place they’ve always been,” he said. “It’s the younger generations that are really prioritizing health differently, and that’s refreshing.”
He also highlighted the growing intersection between fitness and healthcare, including the impact of GLP 1 medications and preventative wellness strategies.
“For every $1 spent on wellness initiatives, governments save about $4 in healthcare costs,” Smith said. “If we could get more Canadians active, even modestly, the societal impact would be enormous.”
Community Impact and Job Creation
As Fitness World expands, the company expects to create approximately 1,000 new jobs over the next five years, more than doubling its current workforce of about 700 employees. Beyond employment, the brand has invested in community focused initiatives, including free fitness programming for underserved populations and partnerships with organizations supporting youth and seniors.
“Our goal is to meet people where they are,” Smith said. “Whether someone’s goal is weight loss, strength, mental health, or simply staying active, we want to support that journey.”
With capital secured, franchising underway, and multiple markets under evaluation, Fitness World Canada is positioning itself as one of the country’s most aggressive growth stories in fitness and wellness. The combination of corporate discipline, franchise scalability, and community centric positioning reflects a strategy shaped by both hard lessons and renewed opportunity.
“We’ve found something that’s different enough to create separation,” Smith said. “Now it’s about doing it well, sustainably, and in a way that stays true to who we are.”
