“It isn’t just another gym. It’s a community-driven movement” Massimo Antinoro, founder of Love Fitness

What inspired you to launch Love Fitness, and how does your franchise stand out from other fitness brands?

I launched Love Fitness with a clear mission: to bring together the best aspects of different gym models into one space that’s both high-performing and welcoming. What makes Love Fitness unique is that it isn’t just another gym. It’s a community-driven movement.

We’ve designed a hybrid model that gives people 24/7 access to a fully equipped gym, while also offering specialised studios for functional training, yoga, and Pilates. On top of that, we prioritise customer service and the sense of community, all while keeping membership affordable. The idea was to create something that truly reflects the expectations of today’s fitness consumers, without compromising on quality, support, or accessibility.

What are the key strengths of the Love Fitness franchise model that help partners succeed?

First and foremost, our gyms are open 24/7, 365 days a year, so members can train when it suits them. Each club is designed to be inclusive: welcoming people of all ages, abilities, and fitness levels.

We provide a wide range of group classes, including our exclusive LVF 360 training system, alongside indoor cycling, yoga, and Pilates. Memberships are flexible with no long-term contracts, ensuring members enjoy premium facilities and services at competitive prices. This balance of quality, accessibility, and flexibility makes the model highly attractive to members, and, in turn, to franchisees.

How do you ensure consistency and quality across every Love Fitness location?

Supporting new gym owners is something we take very seriously. We guide them through the entire process, starting with site selection and lease negotiation, then moving into design and fit-out to ensure the best possible member experience.

From there, we source equipment, set up systems, and provide full training across daily operations, management software, customer service, and staff development. Marketing is another key element; we support both national campaigns to build brand awareness and local promotions to attract members from day one. Our philosophy is simple: our success comes directly from our partners’ success.

How does your concept reflect current consumer fitness trends and expectations?

The fitness industry is thriving but constantly evolving. Traditionally, gyms fell into three categories: low-cost 24/7 gyms, specialised studios offering premium classes, and high-end health clubs with exceptional service but steep price tags.

Love Fitness flips that model on its head by combining the strengths of all three: affordability, variety, community, and premium service. Members get the best of every world in one place, which makes the concept both modern and sustainable.

What training, support, and resources do you provide to franchisees?

When someone partners with Love Fitness, they’re never left to figure things out alone. From day one, we guide them through every aspect of running the business, from operations and gym management software to customer service and staff training.

We also focus heavily on marketing, helping with launch promotions, national visibility, and local strategies to build a loyal membership base. Most importantly, we show franchisees how to bring the Love Fitness culture and values to life in their gyms. Our role isn’t just to hand over a business model: it’s to coach, support, and grow alongside our partners.

How do you help franchisees maintain profitability over time?

Profitability starts with smart foundations. We help identify the right location, optimise gym layouts, and choose the right equipment to ensure member satisfaction and retention. Our systems, software, and operational training make the business efficient and effective from the outset.

Ongoing marketing support and brand positioning keep gyms competitive, while our focus on community helps build loyalty and long-term memberships. Over time, we continue to provide best practices and guidance so franchisees can adapt to trends, identify new opportunities, and grow their businesses sustainably.

How do you balance local adaptability with the integrity of the Love Fitness brand?

We provide a proven framework, from gym design and service standards to culture and brand values, that ensures a consistent, high-quality experience. At the same time, we encourage local flexibility in areas like promotions, class schedules, and community engagement.

This balance allows franchisees to adapt to their local market while maintaining the integrity of the Love Fitness brand. Members know they’re joining a trusted network, but each gym still feels personal and connected to its community.

What recent innovations have you introduced to keep the franchise competitive?

One of our most exciting updates is LVF 360, our all-in-one group training system launched in 2024. It’s a complete training experience that combines cardio, strength, conditioning, and core stability in a single class, designed to challenge and engage members at all levels.

Every LVF 360 class is different, keeping workouts fresh and motivating. Alongside this, we offer indoor cycling, yoga, and Pilates to ensure members have a full, balanced fitness journey. These innovations not only keep us competitive but also position Love Fitness as a leader in group training experiences.

What are your plans for growing the Love Fitness franchise network?

Our ambition is to expand Love Fitness across the country, creating a strong, recognisable national brand. But expansion will be strategic—we focus on the right locations, strong training for partners, and consistent support to maintain quality.

Every new gym is not just a business, but a community hub where people feel motivated, supported, and inspired. Our hybrid model positions us to compete with national chains while offering something different: affordability combined with premium service and variety.

Ready to join the Love Fitness movement?

If you’re passionate about fitness and looking for a rewarding franchise opportunity, discover more about partnering with Love Fitness.