She built a dance floor where exercise felt like a party. Now, at a creative-arts camp in Maine, Sadie Kurzban is testing the same durable idea in a quieter setting: people grow when they are trusted to be fully themselves.
EōS Fitness is betting that the cheapest gym on the block does not have to feel cheap. Its formula pairs entry-level dues with big floors, recovery rooms, classes and a growing appetite for acquisitions.
Planet Fitness built a 21.5-million-member business by treating intimidation as the real barrier to exercise. Its low-price, franchise-powered model turned the people traditional gyms overlooked into the center of the fitness market.