fit20 is a global fitness brand founded in the Netherlands in 2009, built on a simple belief: strength changes everything. Strength training should be effective, accessible and fit seamlessly into modern life. What began as a single studio has now grown into an international network with more than 170 studios across 16 countries, serving over 23,000 members each week.
fit20 UK launched in 2017 with the opening of our first studio in Stocksbridge, South Yorkshire. Since then, the network has continued to grow steadily with new franchisees joining from a wide range of professional backgrounds. Today, fit20 UK operates 16 studios across England with 5 further locations scheduled to open in early 2026 and a strong pipeline ahead. Our UK franchise operation is supported by an experienced head office team dedicated to training, operational support, marketing and franchise development.
The fit20 training method is based on slow, controlled strength training performed once a week for 20 minutes, always under the guidance of a certified personal trainer. Sessions take place in a calm, private environment and do not require members to change clothes or shower. The model appeals to individuals who want to improve their strength, mobility and long-term health, and is suitable for all ages and fitness levels. fit20’s method is backed by the world’s largest fitness study, which demonstrated strength gains of 30 to 50 percent in the first year alone regardless of age, gender and fitness level.
Our franchise model is designed as a management franchise. Franchisees often begin by working in the studio themselves before progressing into a leadership role, building a team of trainers and expanding into multi-studio ownership. The business is structured to offer high levels of operational support, a strong training framework and an emphasis on member retention and community connection.
fit20’s history in franchising spans more than 15 years globally. The brand has grown through a combination of system consistency, data-driven refinement and a focus on supporting franchise owners to build sustainable local businesses. In the UK, our long-term ambition is to create a national footprint of studios so that more people can access an effective, time-efficient way to improve their health and strength.
As part of an international organisation, fit20 UK benefits from shared knowledge, ongoing research and collaboration across multiple countries, while still tailoring our support and approach to the specific needs of the UK market. Our goal is to ensure every studio owner is equipped to deliver a high-quality member experience and to build a thriving business within their local community.
Comprehensive training is a central part of the fit20 franchise model. Our aim is to ensure every franchisee feels confident in the fit20 method, understands how to operate their studio effectively and has the knowledge and support needed to build a successful local business.
All new franchise owners begin with a structured onboarding programme delivered through a combination of online learning, face-to-face training days and guided practical experience. This includes the fit20 Academy, our dedicated training platform designed for studio owners and personal trainers (no fitness background needed). The Academy provides the scientific foundation of the fit20 method and teaches the practical skills required to deliver our slow, controlled strength training sessions safely and effectively. Completion of the Academy leads to certification as a fit20 Personal Trainer, enabling franchisees to work confidently with members while they build their team.
Most of the initial training is delivered online to allow franchisees to learn flexibly and efficiently. However, the Academy also includes in-person practical training days, giving franchisees hands-on experience and direct coaching from our Master Trainer.
Alongside technical training, franchisees receive extensive support from the fit20 UK Head Office team. This includes operational training covering studio management, day to day operations and use of our systems and processes. Franchisees also receive a complete marketing and business development training, including marketing planning and budgeting, a bespoke loyalty programme, digital lead generation, local outreach strategies and community-building practices.
During the setup phase, franchisees take part in weekly video calls with the Operations and Marketing teams. These sessions provide step-by-step guidance on all key activities related to launching a studio, including general operations, local marketing, recruitment of trainers and early-stage business planning. This regular contact ensures that franchisees feel supported from the moment they join the network through to the opening of their studio.
Ongoing development continues throughout a franchisee’s journey. fit20 offers a programme of Masterclasses throughout the year, focusing on topics such as leadership, sales processes, financial management, member engagement and operational best practice. These sessions are delivered by the UK Head Office team and, where relevant, external experts.
Each year, franchise owners are invited to the fit20 UK annual franchise conference, which brings together the entire network for workshops, knowledge sharing, brand updates and peer learning. This event strengthens collaboration within the network and supports a culture of continuous improvement.
As part of a global organisation, franchisees also benefit from shared insight, research and cross-country learning from the wider fit20 community. Our goal is to ensure every franchisee feels fully trained, supported and equipped to build a strong local business that delivers an excellent member experience.
The day-to-day life of a fit20 franchisee varies depending on the stage of their business. In the early months, most franchisees take an active role in the studio, combining hands-on delivery with building local awareness and putting key systems in place. As the business grows, many franchisees move gradually into a more managerial role, focusing on team leadership, member experience and business development.
In the early phase, a typical day may begin with preparing the studio for member session, ensuring the space is ready, equipment is set up and the schedule for the day is organised. Franchisees (after completing the fit20 Academy) deliver personal training sessions themselves in the beginning. These sessions are calm, structured and run on a fixed weekly schedule, allowing franchisees to plan their day around known appointment times.
Alongside training sessions, franchisees spend time supporting existing members, answering enquiries, managing bookings and communicating with potential new members. This includes following up on leads generated through national and local marketing activities, arranging introductory sessions and guiding new members through the onboarding process.
A portion of each day is dedicated to administrative and operational tasks. These may include managing the studio’s weekly calendar, reviewing key performance indicators, working with our central systems and ensuring compliance with operational standards. Franchisees also spend time planning their local marketing activity, such as community outreach, social media updates or connecting with nearby businesses.
As the studio grows, the daily focus begins to shift. Franchisees often take on a team of trainers and much of their day becomes centred around leadership and management. This includes supporting staff through ongoing training, coaching and regular check-ins to ensure a consistent member experience. With a team in place, franchisees typically step back from delivering sessions and instead focus on strategic oversight.
At this stage, a typical day may involve reviewing member retention, tracking business performance, preparing payroll or meeting with the Head Office support team for operational or marketing guidance. Franchisees also spend time building relationships in their community, attending local events, connecting with health professionals or partnering with local organisations to raise awareness of the studio.
On a monthly basis, franchisees engage with the wider fit20 network through scheduled video calls, masterclasses or collaborative discussions. These opportunities allow franchisees to seek advice, share experiences and continue building their business skills.
As the business becomes established, many franchisees balance time in the studio with remote work from home, overseeing performance and planning future growth. For franchisees with multiple studios, the daily routine often involves visiting different locations, supporting studio managers and ensuring consistency across the network.
Overall, the daily life of a fit20 franchisee is varied and structured, combining people-focused work with operational management, local marketing and long-term business development.
