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The Fit20 franchise changing the fitness paradigm

The Fit20 franchise changing the fitness paradigm

fit20 is changing people’s lives in just 20 minutes every week.

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If you ask a person how much time you need to spend at a gym to become strong and fit, they will say two to three times a week, for an hour.

They might say you need to run a few times a week. Or do both. If you then ask if they manage to do so, they will say they want to but don’t.

In between busy jobs, managing daily life, and spending time with family, there isn’t much time left.

How does not going to the gym make them feel, you ask? Slightly guilty, a nagging feeling they ought to, or frustrated with themselves for having given up entirely.

What if you could offer them a way to become strong, fit and healthy by training just 20 minutes a week? In everyday clothes and always with a personal trainer? They might say that is too good to be true. You need to break a sweat at least a few times per week to get any results. This is where the fit20 franchise comes in.


fit20 is a rapidly growing global franchise for personal health and fitness. It is unique in its approach to health and fitness: clients significantly improve their health and fitness by training just 20 minutes per week, always by appointment with a certified fit20 trainer, in small-scale studios.

Since its start in the Netherlands in 2009, it has stood the test of time. Launched in Europe in 2015 and expanding, it now has more than 166 studios operating in Europe, Asia Pacific and the U.S.A.

fit20 provides personal training for individual clients in modern, clean, and cooled studios. It combines optimal personal convenience with substantial health benefits for its members.

Traditionally fitness gyms typically serve eight to 18 per cent of the general population. fit20 aims at the much larger group of over 80 per cent. In this group, people 40 years old and over are highly represented.

The once-a-week program provides the perfect solution to the challenge of maintaining personal health and fitness and having a busy lifestyle, and/or the difficulty of keeping up a weekly health and fitness regimen.

As such, the fit20 franchise offers an unparalleled business opportunity with huge future potential. It serves a very large segment of the population: the vast majority that knows it should partake in some kind of fitness but hasn’t found a way to actually do so.

This segment consists of both professionals in demanding jobs as well as the growing aging population. fit20 offers a unique training which improves health and fitness in a feasible way, guaranteeing long-lasting client membership and long term opportunity for masters and franchise owners.


Since its beginning, fit20 has been met with doubts and skepticism – of course. Training once a week for 20 minutes, without breaking a sweat, in daily clothes? That sounds pretty unbelievable.

The scores of impressive client testimonials and its worldwide business success began to shift some of the current fitness paradigm. Enter Sport and Exercise Science associate professor James Steele at Solent University in the U.K.

Steele has been studying the kind of training fit20 offers – high intensity of effort resistance training – for many years. He visited fit20 in the Netherlands in 2018. The proprietary fit20 Trainers App software and the data it stores immediately caught his scientific attention.

In the course of 2018, he received anonymized data from almost 15,000 fit20 members who do fit20 for one to almost seven years. In January 2021 he published the preprint of what is becoming known as The fit20 Study*. It is the largest sports and exercise science study ever conducted. With real people, in a real setting: 15,000 fit20 members over a period of about seven years. The results are very impressive indeed.

The conclusion of the study is unequivocally positive. Once a week fit20 provides a substantial increase in strength and fitness. Regardless of baseline, gender or age, fit20 works, as proven by the largest study ever conducted in sports and exercise science. The current fitness paradigm is scientifically broken. Training once a week with intensity of effort will become the norm.

“Clients significantly improve their health and fitness by training just 20 minutes per week, always by appointment with a certified fit20 trainer, in small-scale studios”


There hasn’t been a better time to claim the rights for your master territory. fit20 works for its members and fit20 works for its master franchise owners and franchise owners.

A single fit20 studio business offers great unit economics. Typically break-even is achieved during months six to nine, at around 80 to 100 members. The first-year studio growth should be at 120 members or more.

Once membership has grown to 200-plus, the studio has become very profitable. A fit20 studio can have over 300 members. Becoming a multi-unit owner is an attractive business proposition. Although some master franchise owners have struggled with the impact of the 2020 and 2021 lockdowns, their franchise owners are now riding the wave of the health and fitness focus caused by the pandemic. The outlook is healthy and opportunities abound.

*Long term time course of strength adaptation to minimal dose resistance training: Retrospective longitudinal growth modeling of a large cohort through training records. Steele, J., Fisher, J., Giessing, J., Androulakis-Korakakis, P., Wolf, M., Kroeske, B., & Reuters, R. (2021, January 27)


Established: 2009

Number of franchised outlets: 160+

Location of units: U.S.A., Netherlands, U.K., Germany, France, Belgium, Sweden, Qatar, New Zealand, Morocco, Caribbean

Investment range: Country dependent

Minimum required capital: Country dependent








New Zealand:

The Netherlands:





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