HVLP 3.0: The Evolution of Low-Cost Gyms
At the HFA Show, a prominent event in the Health & Fitness Association in the United States, a common message was heard from the leaders of PureGym, E&S Fitness, and Jetts Australia: the low-cost gym model is entering a new phase. The old “low cost” gyms are no longer sufficient to attract and retain members who have become more demanding.
This model, known as HVLP for High Value, Low Price, offers a membership ranging from 10 to 30 dollars (approximately 9 to 28 AUD) with high-quality equipment. According to Lincoln International, American clubs reached nearly 77 million members in 2024, with a growth in visits of around 8%, and the HVLP and premium segments are driving growth while the mid-range is stagnant. The stage seems set for the era of HVLP 3.0.
HVLP 3.0: The Rise of Low-Cost Gyms to Premium Status
The first generation, HVLP 1.0, was based on basic gyms, cardio-focused, with limited services and a discreet appeal to infrequent members. Version 2.0 introduced a better experience, increased standardization, and some functional spaces while maintaining an affordable price. With HVLP 3.0, major networks are truly changing their approach.
Planet Fitness is heavily investing in free weights and plate-loaded machines, while Crunch is rolling out its “Crunch 3.0” concept with duel turf, weightlifting platforms, and Relax & Recover zones (infrared, massage, recovery). Lincoln notes that compared to the fourth quarter of 2019, visits have surged by around 27% at Planet Fitness and 81% at Crunch, whereas mid-market players like LA Fitness are declining. According to the HFA, HVLP gyms now show an attendance nearly 22% higher than before the pandemic.
PureGym, E&S Fitness, and Jetts: The New Norm in the Industry
At the HFA Show, the leaders of PureGym, E&S Fitness, and Jetts Australia all describe the same direction: affordable pricing with enhanced experience. Strength training is at the core of the offering, with more racks, free weights, and functional work areas. Around this, 3.0 clubs are adding “recovery” and longevity services, such as infrared saunas or relaxation spaces, while keeping entry-level memberships close to 10 dollars, with premium tiers around 25 to 40 dollars (approximately 23 to 37 AUD).
This controlled upgrade is also seen in Europe, where networks like Basic-Fit have accustomed the public to a “value for money” approach. Club-in-club studios for cycling, HIIT, or Pilates Reformer are being directly integrated into large HVLP gyms, sold as options or subscription levels rather than separate concepts.
The Evolution of Low-Cost Gyms
With a shift towards a higher level of service, increased focus on strength training, and the integration of premium services, low-cost gyms are redefining global fitness standards. This evolution could potentially change the game in the industry, to the detriment of traditional mid-range players.
