Love Fitness

Who are Love Fitness?

Don’t invest in a fitness franchise until you’ve spoken with our founder.

Massimo Antinoro launched Love Fitness with one clear mission: to unify the best of every gym model and create a space that’s both high-performing and genuinely welcoming. Love Fitness isn’t just another gym – it’s a movement built on community, inclusivity, and results.

We deliver premium fitness experiences at unbeatable value.

While most high-end gyms come with high-end price tags, Love Fitness offers exceptional services at affordable membership rates – making it the go-to gym in any community. Our pricing strategy maximizes member value while ensuring strong, recurring revenue for franchisees.

Exceptional service is our standard.

From day one, we’ve prioritised personal connection. Our team treats every member as an individual – no egos, no judgment, just real support from people who care about progress as much as results.

24/7 access.

Our gyms are open around the clock, equipped with everything from cardio and resistance machines to free weights and an advanced functional training rig, ensuring members can train how and when they want.

A group fitness experience like no other.

Our signature LVF 360 classes combine cardio, strength, conditioning, and core training into one dynamic, coach-led session. No two classes are the same, and each coach brings a unique energy that keeps members coming back. Plus, our diverse schedule includes Indoor Cycle, Yoga, and Pilates to offer a full-body, balanced approach.

A culture that makes everyone feel at home.

Whether it’s someone’s first time in a gym or they’re a seasoned athlete, Love Fitness feels different. Our team is trained to make every member feel welcome, confident, and motivated from the moment they walk in.

Why franchise with Love Fitness?

The fitness industry is booming – but also fiercely competitive. To succeed, a gym must stand out. Right now, the market is dominated by three distinct types of offerings:

Affordable & Accessible

The 24/7 gym model dominates this space, led by major brands. These clubs offer convenience and basic gym access at budget prices. However, member interaction is minimal – often limited to entry and exit. Class schedules, if available, are typically limited and lack variety.

Advanced Training Studios

Personal training & fitness studios cater to more experienced users, offering functional training, strength and conditioning, spin, yoga, and pilates. These spaces are community-focused and offer highly engaging group sessions – but at a premium price point, making them less accessible to the average gym-goer.

Premium Health Clubs

At the high end, you have full-service clubs. These gyms go beyond fitness, they deliver exceptional customer service and build strong member relationships, but their high price tags limit their reach.

The Problem?

Most gyms only do one thing well. Launching a new gym that follows the same old blueprint—basic equipment, 24/7 access, minimal service simply isn’t enough anymore. The market is saturated with single-model gyms. To succeed today, you need to offer more.

Love Fitness: All Three Models, One Brand.

Love Fitness breaks the mold by combining the best of all worlds:

• 24/7 access to a fully equipped gym
• Specialized studios offering functional training, yoga, Pilates, and more
• Exceptional customer service and a true community vibe
• All at an affordable membership price

We’ve created a hybrid model that meets the evolving expectations of today’s fitness consumers without compromising on quality, support, or affordability.

By joining us at the ground floor of our exciting franchising journey, you will unlock exclusive financial incentives available only to our first few franchise partners.

How does the franchise work?

Become the Driving Force Behind Love Fitness in Your Community

As a Love Fitness franchisee, you won’t just be opening a gym, you’ll become a local ambassador for a movement that’s redefining what fitness looks and feels like. You’ll play a key role in shaping the brand within your area, bringing energy, leadership, and purpose to everything you do.

Choose Your Path to Ownership

Whether you’re a hands-on operator or a strategic business owner, there’s room for your vision at Love Fitness:

• Want to be on the gym floor? Take charge as club manager or lead workouts and build your own personal training client base.
• Prefer a broader management role? Hire and lead a motivated team to run daily operations, while you focus on strategy, growth, and leadership.

A Brand That Grows With You

From day one, you’ll operate fully under the Love Fitness brand and benefit from a proven model. As we grow together, we’ll continue to innovate and you’ll be part of shaping that evolution. We’re building a network that thrives on collaboration, shared success, and community spirit.

How much will it cost to launch a Love Fitness premises?

Estimated Budget Guidelines

To help you plan, here’s a rough estimate based on typical gym sizes:

• 3,000–4,000 sq ft gym: £150,000 – £250,000
• 4,000–6,000 sq ft gym: £250,000 – £400,000

These figures include property conversion, gym fit-out, and full equipment installation.

We’re With You Every Step of the Way

From creating a detailed business plan to supporting the entire purchasing and setup process, we’re committed to making your launch smooth, cost-effective, and successful.

Love Fitness isn’t just a franchise, it’s a partnership.

Love Fitness training

Comprehensive, Hands-On Training to Set You Up for Success

At Love Fitness, we don’t just hand you the keys, we equip you with the tools, knowledge, and confidence to run a thriving, community-driven gym from day one.

What You’ll Learn

Owning the Franchise

• Setting up and administering your business
• Mastering our internal systems and operational tools
• Marketing your club effectively and generating local leads
• Managing finances, forecasting, and reporting for growth

Operational Training

• Embedding the Love Fitness culture into every part of your gym
• Delivering group fitness classes that drive results and member retention
• Building strong, lasting relationships with your members
• Recruiting and managing a high-performing team of personal trainers

Ongoing Support

Long-Term Partnership. Real Value.

At Love Fitness, our vision is to build a franchise network that franchisees are proud to be part of for years to come. That means more than just providing a great business model, it means delivering meaningful, ongoing support that adds real value to your journey as an owner.

Through our Management Service Fee, you’ll gain access to a wide range of tools, guidance, and expert resources, all designed to help your business grow, evolve, and thrive.

With Love Fitness, you’re never on your own. We see every franchisee as a partner and we’re here to support you not just at launch, but at every stage of your growth.

Who are we looking for?

We’re Not Looking for Perfection, We’re Looking for Passion.

At Love Fitness, we don’t have a long checklist of strict requirements. What matters most to us is finding people who share our values: a strong commitment to service, a belief in building community, and a desire to make a positive impact through fitness.

We’re looking for individuals who are genuinely excited to be part of something meaningful—people with integrity, energy, and a willingness to grow alongside a brand that’s going places.

We’d love to learn more about you and your story, your goals, and what drives you. If you’re ready to be part of a movement that’s transforming lives and redefining local fitness, we want to hear from you.