The U.S. fitness industry has been reshaped over the past decade by budget-friendly gyms that deliver premium experiences without premium price tags. Among them, EoS Fitness has quickly risen to become one of the most recognizable names in the market. Known for its “High Value. Low Price.®” (HVLP) model, EoS combines affordability with world-class amenities, positioning itself as a serious contender in the crowded fitness landscape.
But what makes EoS Fitness stand out? From its state-of-the-art facilities to its fast-paced expansion strategy, EoS has built a reputation as a gym that welcomes everyone—from beginners to professional athletes.
This article explores the brand’s origin story, membership plans, amenities, strengths, challenges, and future outlook, giving you a 360-degree view of what EoS Fitness offers.
The Story Behind EoS Fitness
EoS Fitness was founded in 2014 with a clear mission: make high-quality fitness accessible to all. Its name, “EoS,” comes from Greek mythology, where Eos is the goddess of dawn—symbolizing new beginnings and personal transformation.
From its first location in Arizona, EoS quickly became popular for offering premium amenities at low monthly rates, a formula that resonated with both serious gym-goers and newcomers. Today, the brand has grown to over 175 locations across states such as:
- Arizona
- California
- Nevada
- Texas
- Florida
- Georgia
- Utah
With over 1.5 million members and backing from private equity firm TSG Consumer Partners, EoS aims to expand to more than 250 clubs by 2030.
Membership Options and Pricing
One of EoS Fitness’s biggest strengths is its transparent and affordable pricing model. Memberships typically start under $9.99 per month, with three core tiers:
- Basic Plan – Access to one location, standard gym equipment.
- Platinum Plan – Multi-club access, group classes, saunas, and additional amenities.
- Black Membership (All Access) – Includes premium perks like guest privileges, Kids’ Club access, recovery lounges, and EoS Cinema.
Unlike some competitors, EoS tries to balance affordability with luxury-style perks, making it attractive for individuals and families alike.
Facilities and Amenities at EoS Fitness
Where EoS really shines is in the breadth of amenities included in its gyms. Many locations are massive, spanning tens of thousands of square feet and featuring specialized zones.
Strength & Cardio Training
- Free weights up to 150 lbs
- Olympic lifting platforms
- Functional training turf areas
- Smart strength training systems powered by EGYM
- Hundreds of cardio machines, often available 24/7
Group Fitness Classes
EoS Fitness offers dozens of classes weekly, including:
- Zumba & dance-based fitness
- Yoga, Pilates, and barre
- High-intensity interval training (HIIT)
- Cycling and spin classes
- Virtual Les Mills on-demand sessions
Recovery & Wellness
- Saunas and steam rooms
- Hot tubs and cold plunges
- Massage chairs and CryoLounge+ stations
- “The Tank” recovery zone featuring compression boots and percussion devices
Family-Friendly Features
- Kids’ Club: Onsite childcare with supervised games, crafts, and mini gyms—allowing parents to focus on their workouts.
Unique Extras
- EoS Cinema: A cardio theater where members watch movies while exercising.
- The Set: A filming studio with professional lighting for content creators and influencers.
What Makes EoS Fitness Different?
EoS Fitness differentiates itself through a blend of affordability, innovation, and inclusivity.
- Affordability without compromise: Low monthly rates with premium-level amenities.
- Community-driven approach: Programs tailored to all ages and fitness levels.
- Innovative branding: Mascot campaigns like “Will Power” symbolize resilience and determination.
- Flexibility: 24/7 access in many locations, catering to varied schedules.
This “something for everyone” philosophy helps EoS stand apart from competitors like Planet Fitness, which often lacks advanced equipment, or LA Fitness, which comes at a higher cost.
Expansion and Future Outlook
EoS Fitness has been on an aggressive growth path. In 2023, the company acquired Texans Fit, adding five clubs to its Texas portfolio. Backed by significant investment, the company is now valued at $1.5 billion.
The strategy is clear:
- Strengthen its presence in high-growth states (Texas, Florida, Arizona).
- Innovate with more family-friendly and recovery-focused amenities.
- Appeal to both budget-conscious members and serious athletes.
Industry analysts predict EoS will surpass 2 million members by 2027, making it one of the fastest-growing fitness chains in North America.
Strengths of EoS Fitness
- Exceptional value for money
- Wide range of amenities rarely found in low-cost gyms
- 24/7 access in many locations
- Inclusive community culture
- Support for families via Kids’ Club
- Cutting-edge equipment for advanced athletes
Criticisms and Challenges
While EoS Fitness has many positives, there are recurring member concerns:
- Cancellation difficulties: Many customers report challenges in canceling memberships.
- Billing transparency: Annual fees and contract terms can sometimes feel unclear.
- Overcrowding: Popular locations can get busy during peak hours.
- Mixed reviews online: Trustpilot and Reddit users often cite frustration with customer service.
EoS Fitness vs. Competitors
| Feature | EoS Fitness | Planet Fitness | LA Fitness | 24 Hour Fitness |
|---|---|---|---|---|
| Monthly Cost | $9.99 – $24.99 | $10 – $25 | $30 – $50 | $30 – $40 |
| Free Weights | Up to 150 lbs | Limited (max 75) | Full Range | Full Range |
| Group Classes | Yes, included | Limited (extra) | Yes | Yes |
| Recovery Amenities | Sauna, steam, cryo | Minimal | Sauna, steam | Sauna, steam |
| Family Perks | Kids’ Club | No | Childcare | Childcare |
| Unique Extras | Cinema, The Set | Black Card perks | Basketball, Pool | Basketball, Pool |
This table shows that EoS Fitness provides Planet Fitness-level affordability with LA Fitness-level amenities—a strong competitive advantage.
Who Should Join EoS Fitness?
EoS Fitness is best suited for:
- Beginners seeking an affordable, supportive environment.
- Families who need childcare options.
- Athletes requiring advanced equipment and recovery tools.
- Fitness influencers who benefit from unique filming spaces.
- Budget-conscious individuals looking for premium perks at low prices.
Frequently Asked Questions
1. How much is an EoS Fitness membership?
Memberships start as low as $9.99/month, with higher-tier options around $24.99/month for full access.
2. Does EoS Fitness have a sauna or steam room?
Yes. Most EoS locations include saunas, steam rooms, and hot tubs.
3. Can I bring a guest to EoS Fitness?
Yes, with select membership tiers (Black Membership).
4. Is EoS Fitness open 24/7?
Many locations are open 24 hours a day, but it may vary by state.
5. How do I cancel my EoS membership?
Cancellations must typically be done in person or via certified mail—an area where some users have reported frustration.
Conclusion
EoS Fitness is redefining the budget gym model in America. By combining affordability, premium amenities, family-friendly features, and innovative branding, it has carved out a strong position in the fitness industry.
While customer service and cancellation policies remain areas for improvement, the brand’s rapid expansion, diverse offerings, and unbeatable value make it a compelling choice for millions of Americans.
For those seeking a balance of price, performance, and perks, EoS Fitness is one of the strongest options on the market today.