The narrative that big chains are squeezing out independent gyms doesn’t hold up under scrutiny. Across every market we’ve studied, well-run independent operators are growing — often at the expense of the chains they’re supposedly competing against.
The Independent Advantage
Independent gyms have three structural advantages that chains can’t replicate: speed of decision-making, depth of community connection, and freedom to customize every aspect of the member experience.
The Playbook
The most successful independents share a common operational playbook. They invest disproportionately in programming quality. They build genuine community through intentional class design and member events. They price on value rather than competing on cost. And they leverage technology to deliver a polished experience that rivals or exceeds what chains offer.
The Scale Question
The question independents face isn’t whether to grow, but how to grow without losing what makes them special. The answer lies in systems that preserve culture while enabling scale: documented programming, systematized onboarding, and technology that maintains quality consistency as the operation expands.
