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24 Hour Fitness has finished multimillion-dollar remodels at five Bay Area clubs, adding larger training areas and refreshed layouts, with Recovery24 suites at three locations. The upgrades come as founder Mark Mastrov returns to lead the company and the chain develops new formats, including a planned Las Vegas club for early 2027.
24 Hour Fitness has completed multimillion-dollar remodels at five Bay Area clubs, upgrading facilities in East Side San Jose, Eastridge, Hayward, Milpitas and Petaluma as it broadens its offerings beyond conventional gym equipment. The work adds expanded training areas and refreshed layouts, with Recovery24 suites at three locations; the investment comes as founder Mark Mastrov returns to the company and it signals ambitions for another phase of growth.
The completed remodels include expanded strength and functional training areas, refreshed cardio equipment and changes to club layouts. Recovery24, the chain’s branded recovery space, was installed at the East Side San Jose Super-Sport, Milpitas Super-Sport and Petaluma Sport clubs. 24 Hour Fitness regional vice president Barnaby Smith said that more than half of the company’s Northern California clubs now have recovery suites.
Individual clubs received different changes. At Eastridge, the company expanded turf and reconfigured training areas. Hayward received a more open floor plan, a relocated front desk and dedicated stretching space, while Milpitas gained larger strength-training areas and improved movement between zones. Smith said the aim was to make workouts “more seamless,” whether members come for cardio, strength training or a combination of training and recovery.
The chain is also adding boutique-style offerings. Its Reformer24 Pilates concept recently made its Bay Area debut at the San Ramon club. The company has not said in the supplied report how many more locations will receive Reformer24 or when additional openings may occur. These local changes are part of a wider modernization effort: Smith said additional clubs nationwide are incorporating recovery amenities.
A Broader Offer at Existing Clubs
The renovations show how 24 Hour Fitness is trying to make its existing locations more useful to members without limiting the experience to machines and workout floors. Expanded strength zones, stretching areas and recovery suites give the company more ways to serve different training routines within its established club network. That matters to current members who may value additional amenities, and to the company as it competes with gyms and studios offering specialized services.
The changes also suggest a range of investment rather than a single uniform model. Recovery24 is being added across some standard clubs, while Reformer24 brings a Pilates format to one Bay Area location. A separate, more expensive concept is planned for Nevada. The company has not disclosed how the Bay Area remodels have affected membership, retention or revenue, so the business results of the upgrades are not yet known.
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Mastrov’s Return and Investment Plans
Mark Mastrov returned to 24 Hour Fitness in January as owner and executive chair after partnering with LongRange Capital to acquire the company. In August, he became interim CEO, replacing Karl Sanft, according to the source report. Mastrov previously built the chain from one club to 420 locations and 4.5 million members before selling it in 2005 in a deal valued at more than $1.6 billion.
The company’s footprint had contracted after pandemic-era difficulties. The report, citing Axios, put the chain at about 240 locations. In March, 24 Hour Fitness said it had invested more than $100 million in its clubs and targeted 64 redesigned locations by May, roughly one in four clubs nationwide. Mastrov told Athletech News, “We put a lot of cash on the balance sheet, and we’ve got the ability to start to grow.”
The most ambitious announced example is Founders Club by 24 Hour Fitness, a planned 45,000-square-foot club in Summerlin, Nevada. The company says it is a $10 million project scheduled to open in early 2027. Its planned features include a 25,000-square-foot fitness floor, recovery equipment, a medical spa, a juice bar and social cafe. Those plans describe a distinct, higher-end format; they do not establish that every 24 Hour Fitness location will receive comparable amenities.
“We put a lot of cash on the balance sheet, and we’ve got the ability to start to grow.”
— Mark Mastrov, as quoted by Athletech News
Costs, Results and Rollout Dates
The company has not provided club-by-club renovation costs, membership figures or evidence showing whether the remodels have increased visits, retention or revenue. It also has not detailed a timetable for bringing Recovery24 or Reformer24 to more locations beyond Smith’s statement that recovery amenities are being added at additional clubs.
Founders Club is announced for early 2027, but the source does not confirm a specific opening date or provide details on membership pricing and access. The reported plans and amenities are company announcements; whether they will be delivered as described, and how the concept will perform, remain to be seen.
More Clubs and a 2027 Opening
24 Hour Fitness says its modernization work will continue, with additional locations incorporating recovery amenities. The company has not named the next clubs or given a schedule for those installations. The San Ramon debut of Reformer24 offers a first indication of how its Pilates concept may fit into the Bay Area network, but no further local rollout has been confirmed in the source report.
The next major announced milestone is the planned opening of Founders Club in Summerlin in early 2027. Further company announcements would be needed to confirm its final opening date and operating details, as well as any expansion plans tied to the new format.
Key Questions
Which Bay Area clubs were remodeled?
The completed upgrades were at East Side San Jose, Eastridge, Hayward, Milpitas and Petaluma locations.
Which remodeled clubs have Recovery24 suites?
Recovery24 was added at East Side San Jose Super-Sport, Milpitas Super-Sport and Petaluma Sport. The company has not published a schedule for additional specific locations.
Where did Reformer24 launch in the Bay Area?
24 Hour Fitness’s Reformer24 Pilates concept made its Bay Area debut at the chain’s San Ramon club. No broader rollout timetable was provided.
What is Founders Club, and when is it expected to open?
Founders Club is a planned 45,000-square-foot 24 Hour Fitness location in Summerlin, Nevada, with extensive fitness and recovery facilities. The company has announced an early 2027 opening target; a specific date and membership pricing were not provided.
Source: athletechnews.com
