VASA Fitness Announces $30 Million Reinvestment to Upgrade Clubs and Expand Boutique Offerings
Krissy Vann | Host, All Things Fitness and Wellness
VASA Fitness is putting $30 million back into its business, marking a major reinvestment across its 64 clubs in eight states. The capital will go toward expanding its boutique-style STUDIO programs, upgrading equipment, and enhancing amenities, with all improvements set for completion by the end of Q1 2026.
Of the total investment, $10 million will be dedicated to VASA’s STUDIO programs, which combine the energy of group fitness with the intimacy of small-class training. The company plans to open more than 30 new STUDIO LFT strength-training spaces and over 10 STUDIO FLOW infrared yoga rooms, bringing the total to more than 50 clubs nationwide offering both formats by early 2026.
Another $5 million will fund over 1,000 new pieces of equipment across VASA’s portfolio. The upgrade includes expanded lower-body strength training options such as pendulum squats, vertical leg presses, and Booty Builder machines, along with new stair mills and treadmills to meet growing demand for strength and performance-focused workouts.
“We’re raising the bar on what members can expect from a high-value, low-price fitness club,” said Rich Nelsen, CEO of VASA Fitness. “This investment increases the value of every VASA membership by delivering more boutique-style classes and state-of-the-art equipment our members love and are asking for, all while keeping fitness affordable and accessible.”
The remaining funds will go toward upgraded amenities and facility improvements as part of VASA’s broader strategy to blend accessibility with premium experiences. Once complete, the reinvestment will enhance nearly every club in its network, positioning VASA to compete more directly with hybrid and boutique operators while maintaining its core value-driven model.
