Hot celebrity trend: (co-)owning a fitness business

Posted on 14-05-2019

Owning a (part of a) fitness business seems to become more and more appealing to celebrities worldwide. With the increasing consumer spending on wellness, it's not a bad idea either.

Influence of celebrities on the fitness market

Check out how celebrities like Madonna and Pitbull impact the fitness market in Canada, United Kingdom, Mexico or the United States of America with their immense investments or worldwide club chains:

1 - Tony Robbins and Pitbull - GRIT BXNG

2019 - Author and life coach Tony Robbins and music artist Pitbull team up with motivational speaker Bill Zanker to open a new boxing chain: GRIT BXNG. Read more on

  • Club type: boutique fitness
  • Workouts: 50 minute high intensity workouts based on the fundamentals of boxing
  • Branding: workouts with motivational content from Tony Robbins on videoscreens and Pitbull's music through the speakers
  • Locations: 1 (New York)

2 - Mark Wahlberg - F45

2019 - Mark Wahlberg Investment Group and FOD Capital buy a minority stake in F45 Training. The investment will be used for global expansion. Read more on

  • Club type: studio/gym
  • Workouts: functional team training with focus on cardio, strength and interval training (45 min)
  • Branding: training studios with a consistent design (of red, blue and white) troughout the world
  • Locations: 1300+ (worldwide)

3 - Gareth Bale - Rowbots

2019 - Real Madrid football player Gareth Bale invests in and becomes joint partner of 'Rowbots', a new fitness startup centred around rowing machines. Read more on

  • Club type: boutique fitness
  • Workouts: rowing and dynamic floor exercises
  • Branding: industrial styled studio with mood-lighting
  • Locations: 1 (London)

4 - Tiesto - 305 Fitness

2018 - World famous Dutch DJ Tiesto invests in 305 Fitness and will produce some exclusive party mixes for the dance classes. Read more on

  • Club type: studio
  • Workouts: cardio dance
  • Branding: workouts with a real DJ and nightclub ambiance
  • Locations: 6 (United States of America)

5 - Madonna - Hard Candy Fitness Centers

2010 - teamed up with 24 Hour Fitness founder Mark Mastrov and her manager Guy Oseary as a partner to start a chain of gyms called 'Hard Candy Fitness Centers', named after her album 'Hard Candy' in 2008. Read more on

  • Club type: fitness centers
  • Workouts: group fitness and specially designed classes with a fusion of entertainment, music, dance, and fitness
  • Branding: everything is inspired by Madonna’s very own fitness regimen. Her input is reflected in the music, space, light, and design
  • Locations: 8 (Mexico, Germany, Italy (2), Russia (2), Chile, Australia)

    Note: the HardCandy website is all black, bankrupt since 2016

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