Franchisor Stories
Fitness Premier is prioritizing Tampa Bay and Sarasota because Florida’s fitness-focused culture, population growth and market gaps create strong conditions for long-term gym ownership.
As Fitness Premier 24/7 Clubs continues to grow beyond its Midwest roots, Florida is a new priority, particularly in the Tampa Bay and Sarasota markets. The decision is driven by member behavior, population trends and the ability to enter growing communities with a model that’s already been validated.
“We started our search in the Florida market a couple of years ago,” said Rick King, vice president of Fitness Premier. “We were really amazed by the percentage of the community that’s a member at a fitness center in Florida compared to Illinois. It’s drastically different.”
King says that Florida’s population tends to place a stronger emphasis on fitness, personal wellness and consistency, creating a deeper pool of potential members. That cultural alignment matters for a brand built around engagement, coaching and long-term results.
“Florida has people whose mentalities are more along the lines of fitness and personal wellness,” King said. “So there’s a lot more of those we would consider potential members.”
That demand is already translating into growth on the ground. In 2025, Fitness Premier opened its first Florida location in Sarasota, owned by franchisee Dani Stiegelmeyer. The opening gave the brand an early foothold on the Gulf Coast as it builds momentum across the Tampa Bay and Sarasota markets.
While Florida isn’t the only region Fitness Premier is evaluating, Tampa Bay and Sarasota stand out as markets where growth, real estate opportunity, and fitness demand intersect.
“There are a lot more members in those markets because a higher percentage of the population is focused on exercise and fitness,” King said. “So that’s kind of an easy opportunity for us.”
Beyond demand, the brand looks closely at how markets are expanding and where gaps exist. Tampa Bay and Sarasota continue to attract new residents, creating opportunities for well-positioned fitness concepts to establish themselves early.
“When we look at the real estate opportunities, the rental opportunities, the gaps in the markets and how much those markets are growing, there’s a real opportunity to establish yourself where the growth is going,” King said. “You get in there, do a good job and secure that market for the future.”
Fitness Premier is looking for the right operators to lead those locations. In Florida, that means owners who bring discipline and a team-first mentality.
“We’ve always believed our ideal franchisees have an athlete’s mindset,” King said. “You win as a team. You’re competitive. You’ll put in the effort. You’ll constantly be improving yourself and being better.”
That mindset doesn’t require an athletic background. Instead, it’s about how owners approach business, leadership and growth.
“We’ve been talking to some potential franchisees who have never been athletes in their lives, but they have that entrepreneurial spirit and all the mindset qualities we’re looking for,” King said.
One of the advantages for franchisees entering Tampa Bay or Sarasota is the amount of work Fitness Premier has already completed behind the scenes. For identified priority markets, the brand doesn’t start from scratch.
“We already have our real estate team doing market analysis,” King said. “We have performers ready to go. We have sites available for those markets.”
That preparation allows new owners to move faster and with more confidence.
“We’ve already done some performance analysis and demographic analysis,” King said. “We’re not talking in theories or guessing at what that market can do.”
As a result, the timeline from franchise agreement to opening is significantly shortened.
“It’ll shorten the time frame pretty drastically since we’ve done a lot of the prework already,” King said.
For Fitness Premier, Tampa Bay and Sarasota represent more than expansion dots on a map. They reflect markets where culture, growth and preparation align — and where franchisees can enter with momentum already built in.
By pairing high-demand regions with upfront real estate work and hands-on support, Fitness Premier is positioning Florida franchise owners to launch faster, compete effectively and grow with their communities for the long term.
To find out more information on costs to buy this franchise, please visit: https://ownafitnesspremier.com/.
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