HVLP 3.0: this low-cost, quasi-premium gym model that the giants are going to impose in France

In the aisles of the HFA Show, the flagship exhibition of the Health & Fitness Association in the United States, the same message came back from the mouths of the managers of PureGym, EōS Fitness and Jetts Australia: the low-cost gym model is experiencing a new stage. The old “low cost” rooms are no longer enough to attract and keep members who have become demanding.

This model, called HVLP For High Value, Low Priceoffers a subscription around 10 to 30 dollars (around 9 to 28 €) with a high level of equipment. According to Lincoln International, U.S. clubs reached nearly 77 million members in 2024, with visits up about 8%, and the HVLP and premium segments driving growth while the midscale stagnates. The ground therefore seems ready for the era
HVLP 3.0.

HVLP 3.0: when the “low cost” room becomes almost premium

The first generation, HVLP 1.0, was based on clean rooms, lots of cardio, few services and a discreet bet on subscribers who rarely came. Version 2.0 added a better experience, advanced standardization and some functional spaces, while keeping the price tight. With
HVLP 3.0the large networks are really changing register.

Planet Fitness is reinvesting massively in free weight training and “plate-loaded” machines, while Crunch is deploying its “Crunch 3.0” concept with double turf, weightlifting platforms and Relax & Recover zones (infrared, massage, recovery). Lincoln observes that, compared to the fourth quarter of 2019, visits jumped about 27% at Planet Fitness and 81% at Crunch, while mid-market players like LA Fitness are declining. According to the HFA, HVLP theaters now have nearly 22% higher attendance than before the pandemic.

What PureGym, EōS or Jetts say: the new industry standard

At the HFA Show, executives from PureGym, EōS Fitness and Jetts Australia all describe the same direction: affordable price, but enriched experience. Bodybuilding becomes the heart of the offer, 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 an entry subscription close to $10, with premium levels around $25 to $40 (around €23 to €37).

This controlled move upmarket is also seen in Europe, where networks like Basic-Fit have accustomed the public to a “value for money” logic. Club-in-club studios for cycling, HIIT or Pilates Reformer come directly inside large HVLP rooms, sold as options or subscription levels rather than separate concepts.