24 Hour Fitness Introduces Results Your Way as Members Demand More Flexible Fitness Experiences
Krissy Vann | Host, All Things Fitness and Wellness
As 2026 approaches, fitness operators are being pushed to answer a familiar question in a more nuanced way. What does progress actually look like for today’s member. For 24 Hour Fitness, the answer is not a single outcome or a rigid program. It is flexibility, personalization and meeting people where they are.
This week, the company introduced Results Your Way, a new brand focus centered on delivering more personal, adaptable and meaningful fitness experiences across its clubs. The initiative reflects what the operator says it has observed over decades of working with millions of members. Progress is not linear and it is rarely identical from one person to the next.
Rather than prescribing a single path to success, Results Your Way is designed to support members based on their individual goals, schedules and starting points. According to 24 Hour Fitness, the shift is about creating an environment that prioritizes consistency and sustainability over pressure or perfection.
“At 24 Hour Fitness, we go beyond access and equipment,” said Miia Suortti, Vice President of Marketing at 24 Hour Fitness. “Our members are focused on results, but they want a fitness experience that fits their lives, goals and starting points. Results Your Way reflects our commitment to providing the tools, support and flexibility to help them move forward on their own terms.”
That philosophy is also shaping how training and support show up inside the club. As the new year begins, members will encounter a more guided and intentional experience from the moment they walk in. In addition to fitness staff, general managers are now being certified in personal training, expanding access to knowledgeable guidance on the floor.
The physical footprint of the clubs is evolving as well. More than 40 locations nationwide have undergone extensive remodels, featuring expanded layouts and upgraded equipment designed to support a wide range of fitness levels. The goal, according to the company, is to remove friction for members who may feel uncertain about where to start or how to progress.
Recovery is another area receiving increased focus. Dozens of clubs are adding Recovery24 spaces, which provide dedicated areas for preparation, performance and recovery using a suite of recovery focused tools. The operator has also launched the first of several Reformer24 private studios, offering a hybrid model that blends expert led and on demand instruction.
Reformer24 is positioned as a more accessible entry point to reformer style training, delivering core strength, balance and full body conditioning at a lower cost than traditional reformer Pilates studios. When paired with personalized guidance through the 24GO app, the company believes members are better equipped to understand what to do and how to stay consistent over time.
“What we see consistently is that results happen when fitness adapts to the individual,” said Raphael Konforti, Senior Director of Fitness Business and Operations at 24 Hour Fitness. “Some members want structure; others want freedom and most need a mix that changes over time. What does not change is how much results matter in keeping us consistent. We want to meet people where they are and help them build progress in a way that feels sustainable and motivating.”
Results Your Way will also be visible outside the club walls. Members and prospective members will see the message reflected across select advertising in 2026, including out of home placements, radio and in club executions. In key markets such as Southern California, creative will be localized to highlight refreshed gyms and updated experiences, reinforcing the connection between personalized support and individual outcomes.
