US low cost, 24/7 fitness chain, EoS Fitness, is exploring a sale valuing the company at around US$1 billion, according to Reuters.

The company has 175 gyms across Arizona, Florida, Georgia, Nevada, Southern California, Texas and Utah. It's currently owned by private equity firm BRS and Co, which acquired it with another investment firm in 2016. At that time there were just 16 locations. Although expansion has been rapid over the last nine years, all the sites are corporately owned, not franchised. There are plans for 250 locations by 2030.

Seven new gyms were opened in Q1 2025 across four states, with six more leases signed. Also this year, US$3.2 million has been invested into existing locations and there are plans to invest a further $14 million this year. Investments are mainly focused around the new EoS Erecovery/longevity concept, Refresh, which offers a cold plunge, hot tub and infrared sauna.

“After a standout 2024, EoS Fitness is charging into 2025 with even bigger ambitions. We’re not just evolving, we’re leading the industry forward,” said CEO, Rich Drengberg. “Last year, we opened 21 new locations and improved every major same-store member experience, including friendliness, cleanliness, equipment condition and facility upkeep. We aim to open 28 gyms this year while continuing to invest in existing gyms and member engagement.”

The operator offers a choice of three memberships, all available on a month-by-month basis. The cheapest – Will Do – is US$9.99 a month and offers access to cardio and strength equipment and one free PT session.

'Will Crush' costs US$22.99 and also gives access to all the clubs in the estate, as well as unlocking group fitness classes, yoga and indoor cycling in a cardio movie theatre, pool, hot tub, sauna and basketball courts.

At US$29.99, 'Will Power' offers all of the above, as well as unlimited Les Mills classes, recovery, smart strength equipment, a monthly body scan and a personalised nutrition programme.