The growth follows a 2025 strategic reset where the company prioritized internal stability over rapid expansion. Under new leadership—including Chairman and former Petco CEO Ron Coughlin—the company overhauled its technology platforms and franchise support processes. CEO Mark Van Wye noted that the decision to pause development and focus on fundamentals like site selection and operational efficiency is now yielding tangible results.
Unlike traditional transactional training services, the company utilizes a "Socialization-as-a-Service" model, which emphasizes recurring engagement through small group classes in indoor gyms. COO Don Allen attributed the momentum to consistent execution rather than promotional discounting, describing the shift as a system-wide commitment to continuous improvement. With operations now stabilized, the company has resumed its expansion efforts, securing new franchise agreements in Florida and Virginia to build on its current footprint.
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