The story of 2010 became another substantial trend in the industry as more companies introduced low-price models.

In 2010, the success of Planet Fitness, Newington, NH, led to the introduction of Blink Fitness from Equinox, Crunch franchised clubs from New Evolution Ventures, Lafayette, CA, and ZX Fitness clubs, which were formerly Peak Fitness clubs. This year, Gold’s Gym introduced its Gold’s Gym Express model (image below), the first of which appeared in Texas. Bally introduced its first BFit model in October in Illinois. FIT Brands, led by former Gold’s executive Joel Tallman and the owners of American Club Systems, Columbus, GA, rebranded clubs to Max Fitness, which includes a Max Fitness Express model. GymIt, Boston, was introduced by Healthworks Fitness Centers for Women.

Most of these models offer price points of either $10 or $20, depending on the services purchased, and are situated in smaller boxes than the average fitness facility.