Introducing the 'FIT House of Brands'
FIT House of Brands seeks a Broad demographic with varying fitness needs
Introducing the 'FIT House of Brands' - A New Chapter for F45, FS8, and Vaura Pilates
As mentioned in previous articles on this blog, the fitness industry franchise model is spreading to Pilates and this is best witnessed by the introduction of a new Parent company named 'FIT House of Brands,' housing Australian franchises F45 Training, FS8, and Vaura Pilates. Spearheaded by CEO Tom Dowd, this move is to bring some clarity to the ‘Groups’ focus on functional training and holistic wellness.
A New Vision for Fitness
Under the umbrella of FIT House of Brands, F45 Training continues to offer its signature high-intensity group workouts that blend cardiovascular and strength training. In a twist on contemporary Pilates, FS8 brings a fusion of Pilates, yoga, and toning exercises, tailored for those seeking a fun and lively balanced workout but low-impact in nature. The latest addition, Vaura Pilates is arguably less Pilates and more ‘Fitness Reformer’ with a dynamic take on exercise on Pilates Reformers combining athletic training with an immersive, sensory studio environment.
Tom Dowd, the visionary CEO of FIT, explains the company's commitment to evolution and brand storytelling. “We’re not just evolving—we’re redefining ourselves as well as our brand story, enabling expansion to include new modalities, whether through acquisition or development,” says Dowd. The launch aligns perfectly with the 2025 HFA/IHRSA event in Las Vegas.
Empowering Communities Worldwide
‘FIT House of Brands’ aims to encourage clients to move better, feel stronger, and live longer. By integrating F45's robust training programs with the mindful and restorative practices of FS8 and Vaura Pilates, FIT seeks a diverse audience with varying fitness needs. However, deeper analysis of the offerings suggests they are truly diverse only within younger and middle-aged demographics—Generation Z (born 1995–2012), Millennials (born 1980–1994), and younger members of Generation X (born 1965–1979). They are less representative of older Generation X, Baby Boomers (born 1946–1964), and the affluent Silent Generation (born 1925–1945) that largely characterise boutique contemporary Pilates!
The holistic approach extends beyond physical workouts: Strategic partnerships with recovery solutions like cold plunges, infrared saunas, and percussion therapies are part of the expansion, allowing franchisees to offer a more comprehensive wellness experience. However once again, one asks is this focussed on a diverse audience or really a younger audience.
Future Prospects and Community Impact
As FIT House of Brands propels forward, it seeks to transform individual lives but also to fortify the communities it serves. The expansion includes plans for new studios and the introduction of innovative fitness programs that align with contemporary wellness trends.
By embracing models that values both physical fitness and mental well-being, FIT House of Brands is a part of a worldwide franchise charge to cater for Millennials and Gen Z.
Author: Chris Onslow - Pilates Consultant
Chris Onslow, has run Pilates focussed businesses since 1998. He and his team specialise in supporting Pilates entrepreneurs and business owners. With a rich history of owning and running successful Pilates studios in the UK, and supporting others in Europe and the Middle East, Chris has broad expertise in maximising profitability and optimising operational efficiency. His agency provides top-tier advice on selecting new, pre-owned, and hireable Pilates equipment from renowned brands such as Align-Pilates, Balanced Body or Stott-Pilates/Merrithew. As the founder of Mbodies Training Academy, Chris continues to revolutionise Pilates education, offering premier online and hybrid CPD and qualification courses for Pilates apparatus instruction and special population CPD.