VASA Fitness Unveils Rebrand as It Plans Nearly 20 New Clubs in 2027
Krissy Vann | Host, All Things Fitness and Wellness
VASA Fitness is introducing a new brand platform and digital experience as the U.S. health club operator prepares for one of its largest periods of expansion to date.
The company has launched “Built to Be Strong,” a new brand platform that will extend across its marketing, digital products and physical clubs. VASA is also preparing to introduce an updated club design beginning in the second quarter of 2027.
The changes come as VASA continues to expand its footprint. The operator expects to open its 75th club in Cedar Rapids, Iowa, later this month, followed by eight additional locations before the end of 2026. Nearly 20 new clubs are planned for 2027.
As part of the rebrand, VASA commissioned focus groups with participants in Colorado, Utah and the Midwest to examine how consumers define strength and their relationship with fitness. According to the company, 75% of participants identified with the concept of progress over perfection, while 90% said strength extends beyond how much someone can physically lift.
“Built to Be Strong captures what we believe fitness should ultimately help people do: live stronger, for longer,” said Liz Crisafi, Chief Marketing Officer at VASA Fitness. “The strength our members build at VASA goes far beyond physical strength. It can show up as more confidence, greater resilience, better physical capability or simply feeling ready for whatever life asks of you. Our job is to give people the tools, support and environment to keep building that kind of holistic strength throughout their lives.”
The marketing campaign will begin rolling out October 1 across paid media, social channels, digital platforms and VASA clubs. The campaign uses VASA members and employees rather than professional models in its photography and video.
The company is also updating its website and members-only mobile app. The redesigned digital platforms will allow members to manage memberships, book classes and access information related to their fitness routines.
The rebrand coincides with changes to VASA's fitness offering. The company has expanded strength equipment across its portfolio using equipment from manufacturers including Life Fitness, Arsenal and Booty Builder.
VASA has also added Studio Pilates as the fourth format within its Studio offering. The coach-led reformer Pilates program joins the operator's existing boutique-style fitness options, with a fifth Studio concept expected to launch before the end of 2026.
The investment in strength equipment and Pilates reflects the operator's effort to broaden the ways members can access strength-focused training within a traditional health club membership.
VASA's upcoming clubs will also introduce a new design standard. Beginning in the second quarter of 2027, new locations are expected to include redesigned entrances and check-in areas, updated group fitness and Studio spaces, revised locker room layouts and updated exterior facades.
“We're not just changing how VASA looks; we're creating an experience that better reflects what our members come here to do,” said Crisafi. “Our clubs should give people more ways to train, recover, connect and take care of themselves so they can keep building the kind of strength that carries into the rest of their lives.”
The combination of the rebrand, digital updates, expanded programming and new club design comes ahead of significant physical expansion for VASA. With nearly 20 openings planned next year, the new format will provide a common brand and club framework as the operator enters additional markets and grows its U.S. footprint.
