Ex-Planet Fitness CEO Backs Absolute Recomp, a Premium Strength Gym With a ‘Holy F-‘ Factor
Chris Rondeau, the former CEO of Planet Fitness, has joined Absolute Recomp (AR) as a partner, board member, and chief growth officer. The Dallas-based strength training chain provides premium, strength-only facilities for committed lifters, a move Rondeau describes as a market correction to serve the workout preferences of Gen Z.
Why is Chris Rondeau investing in Absolute Recomp?
Rondeau says the concept fills a gap in the industry similar to how Planet Fitness once did. He describes the feeling of entering an AR club as identical to how franchisees felt when first discovering the low-price gym giant’s big-box model.
According to Rondeau, the fitness industry initially moved in the wrong direction by opening “hardcore temples” like Gold’s and World Gym before the market needed beginner-friendly options. He believes AR now corrects this by returning to a serious strength club for a generation that craves it.
Rondeau notes that Gen Z’s propensity to work out exceeds that of previous generations. He states that while Gen Z was the smallest membership group at Planet Fitness until the COVID-19 pandemic, they have since become the largest.
How does Absolute Recomp differ from traditional gyms?
Absolute Recomp clubs avoid pools and basketball courts to focus entirely on strength. Facilities run a minimum of 35,000 square feet, with some leases in negotiation reaching 65,000 square feet.
The gyms feature equipment from brands including Watson, Arsenal, Panatta, Rogers, and New Tech. Additional amenities include specially designed posing rooms, showers, and saunas.
To attract younger members, the chain sets monthly memberships between $65 and $80. Tim Kurtz, a partner and former Planet Fitness franchise operator, says this pricing allows 18-to-21-year-olds to join and creates a “longer lifetime value” compared to pricing that requires members to wait until they are 30 to afford the club.
What is the growth plan for the strength chain?
Absolute Recomp currently operates five clubs in the Dallas-Fort Worth area. The company is on target to open four more clubs this year, with a goal of adding 10 to 15 more the following year.
The brand intends to remain primarily corporate-owned. While two joint ventures are underway in Colorado and Illinois, the team is not hiring franchise salespeople and typically only partners with operators they have known for years.
Rondeau supports a disciplined domestic expansion, noting that the “white space” in the U.S. market is too large to prioritize international ambitions currently. He cites Planet Fitness’s strategy of waiting two decades and opening 1,500 U.S. stores before expanding into Canada as a precedent for this approach.
Frequently Asked Questions
What are the membership costs for Absolute Recomp?
Monthly memberships range from $65 to $80, and day passes are available for $25.
Who founded Absolute Recomp?
The chain was founded by Nabil Saeed, who began training clients in high school and later transitioned into equipment liquidation during the pandemic before launching the AR concept in 2021.
What are the operating hours of the clubs?
The clubs are open 24 hours a day, 365 days a year, and employ two to three staffers overnight instead of using a key-fob system.
Do you believe the fitness industry is shifting back toward “hardcore” strength training for younger generations?