As Recovery Becomes a Priority, 24 Hour Fitness Expands Its Premium Offerings
Krissy Vann | Host, All Things Fitness and Wellness
Fitness operators are increasingly recognizing that recovery is no longer a luxury. It is a core expectation. As gym goers prioritize performance longevity, stress relief, and overall wellbeing, recovery-focused amenities are becoming a key part of the member experience. Brands that fail to adapt may risk being left behind in an evolving landscape where recovery and results go hand in hand.
24 Hour Fitness is answering that shift with the nationwide launch of Recovery24 and Premium Fit24, two new offerings now available at select clubs across the United States. Designed to elevate the in-club experience, the additions focus on post-workout recovery and goal-driven strength training in premium, private environments.
These new amenities are part of a multi-million dollar, multi-location strategy aimed at improving the member experience throughout the brand’s core markets.
Recovery24 puts guided self-care front and center, featuring Hyperice Normatec compression therapy and Human Touch massage chairs in spa-like recovery zones. The experience is designed to support post-workout recovery by helping reduce muscle tension, flush lactic acid, and improve blood circulation. The goal is to help members feel recharged and ready for their next session.
Premium Fit24 offers a connected strength-training experience powered by Matrix equipment and created in partnership with the National Strength and Conditioning Association. The space features intelligent training machines with built-in tutorials, personalized progression programs, and workout tracking. The program is built for measurable progress over an 8 to 12 week training cycle and is open to both beginners and experienced gym goers.
"Recovery and progression are the two keys to getting results, yet are often thought about separately," said Raphael Konforti, Senior Director of Fitness Business and Operations at 24 Hour Fitness. "With Premium Fit24 and Recovery24, we're offering members a boutique-quality experience right inside their home club. These amenities make elite-level training and recovery tools accessible to everyone, creating more personalized and effective pathways to health."
Both Recovery24 and Premium Fit24 are available to members through a separate access agreement. Club team members are on hand to provide guided tours of the new spaces and help integrate the features into personalized fitness routines.
Credit: 24 Hour Fitness