In 2023, over 4 million members suddenly found their local clubs sporting new logos. Fitness International LLC, operator of LA Fitness since 1984, transformed 17 Arizona locations into Esporta Fitness during a 2020 rebranding experiment. This move created waves across the industry—and confusion among members.
The parent company aimed to test fresh branding strategies while maintaining core services. Both chains shared amenities like pools, courts, and group classes. Yet Esporta developed unique marketing approaches to attract different demographics.
By 2024, the strategy shifted dramatically. Fitness International LLC began closing underperforming Esporta sites and reverting others to the original brand. Consolidation accelerated through early 2025, ending the short-lived experiment.
Key Takeaways
- Fitness International LLC managed both brands under one corporate umbrella
- Rebranded locations retained similar equipment and class offerings
- The Esporta name lasted only five years before being phased out
- Market performance drove decisions to consolidate operations
- Parent companies often test concepts before committing long-term
Historical Overview of LA Fitness and Esporta Fitness
Two distinct stories shaped modern gym culture. One brand started small before becoming a household name. Another emerged as a strategic experiment during changing market conditions.
Building a Fitness Empire
Chinyol Yi and Louis Welch opened their first gym in Covina, California, in 1984. Their acquisition strategy began transforming the industry during the 1990s. Purchasing struggling clubs across Southern California created rapid growth.
Major deals propelled expansion. The $153 million Bally Total Fitness buyout added 171 locations in 2011. Subsequent purchases in Florida and Midwest markets solidified nationwide reach. By 2024, XSport Fitness joined the portfolio.
A Bold Branding Experiment
Fitness International LLC tested new concepts in 2020. Seventeen Phoenix-area clubs received complete makeovers. This trial birthed a fresh identity targeting evolving consumer preferences.
The rebranded chain grew quickly. Over 100 facilities operated under the new banner by 2023. Growth came from converting existing sites rather than new construction.
| Year | LA Fitness Milestone | Esporta Development |
|---|---|---|
| 1984 | First location opens | – |
| 2011 | Bally Total Fitness acquisition | – |
| 2020 | – | Phoenix rebrand launches |
| 2023 | XSport merger announced | 100+ locations operational |
Both brands shared resources while serving different purposes. Facilities maintained similar equipment pools but adopted unique marketing strategies. Parent company expertise ensured smooth transitions during transformations.
Comparing Business Models: is esporta and la fitness the same
What appears as competition might actually be a corporate experiment. Both brands functioned through identical operational pipelines managed by Fitness International LLC. Shared resources created near-identical member experiences despite surface-level differences.
Brand Similarities and Key Differentiators
Members found matching equipment layouts at both chains. Group cycling studios mirrored each other, while yoga mats hung in the same storage racks. Pricing tiers showed less than 5% variation across markets.
Updated color schemes marked the most visible changes. Esporta locations adopted earth tones instead of LA Fitness’s signature red accents. Community boards replaced generic motivational posters in lobby areas.
Strategic Rebranding and Its Impact
International LLC launched this test to gauge branding’s influence on retention. “We wanted to see if fresh paint could rewrite member loyalty,” confessed a regional manager during the 2024 rollback. Market data revealed minimal enrollment spikes despite remodel costs.
The failed experiment proved operational quality outweighs aesthetic updates. By 2025, 94% of converted clubs reverted to their original branding. This pivot conserved marketing budgets while refocusing efforts on equipment upgrades.
Back fitness initiatives remained consistent throughout transitions. Both brands offered identical spinal health programs, confirming shared corporate priorities beneath temporary name changes.
Member Benefits and Club Experience Insights
Members navigating the fitness landscape during the rebranding era discovered unexpected consistency in their workout routines. While logos changed, core offerings stayed reliable across both brands.
Access That Adapts to You
Cardio zones mirrored each other at every facility. Certified instructors led high-energy cycling sessions and calming yoga flows using identical formats nationwide. Multi-club privileges proved most valuable—a membership from one gym unlocked doors at hundreds nationwide.
- Pool access at aquatic centers
- Full basketball court availability
- 24/7 holiday schedules at select clubs
Welcoming Spaces, Shared Values
Knowledgeable staff guided prospects through sparkling weight rooms during complimentary tours. “People care more about clean locker rooms than wall colors,” noted a Phoenix-area manager during the 2024 transition. Community boards highlighted local partnerships, from charity 5Ks to nutrition workshops.
“Our trainers complete 200+ certification hours—brand changes never altered that standard.”
Post-merger upgrades benefited all members. Former XSport users gained pool access, while original members enjoyed expanded class schedules. This seamless integration demonstrated corporate commitment to unified service quality.
Conclusion
The fitness industry thrives on innovation through strategic experiments. Fitness International LLC now operates multiple brands, including 665 LA Fitness locations across 25 states and two Canadian provinces. Their portfolio also features City Sports Club sites in Northern California and upscale Club Studio gyms expanding into markets like New York.
Lessons from the Esporta trial reshaped corporate strategy. Streamlined operations let members access pools, courts, and studios nationwide. Former XSport Fitness locations now enhance network reach while maintaining service standards.
Consolidation simplified digital presence too. The discontinued brand’s website redirects to LA Fitness portals, creating unified member resources. This approach maintains regional identities like City Sports Club while strengthening core offerings.
Looking ahead, Fitness International LLC balances growth with market clarity. Premium Club Studio locations cater to luxury seekers, while community-focused sports clubs serve neighborhood needs. Adaptive strategies ensure members find tailored experiences within one corporate family.