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 off...
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 prioritized 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, launching a new gym to the market 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 in 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—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.
Love Fitness, the UK fitness franchise, have just cut in half their franchise royalties for the first 12 months when you join their franchise network!Speaking to Massimo Antinoro, Managing Director of Love Fitness, he had the following to say. "We understand that launching any new business will bring a certain amount of risk, and the first 12 months for a new gym is the most important as you build your membership base month on month. There are other ways that Love Fitness will help to reduce the...
Love Fitness and Henley Hawks Rugby Club are working together to provide the rugby team with the perfect training facility for the strength and conditioning sessions. The unique style of the class studio for Love Fitness members is also the perfect set up for the rugby team, with weight training equipment being amongst the more traditional style classes you typically see in a gym, the semi-professional rugby players are able to use the studio twice a week for strength and rehabilitation training...
Love Fitness want to provide the best all round gym experience possible, and to help benefit their gym goers they have teamed up with The Menza Cafe/Bar to help deliver fresh, tasty and nutritious meals to help their customers with their pre and post workouts!Nutrition is a vital part of anyone’s training regime so Love Fitness members receive 10% discount off all food and drink at The Menza Café/Bar, offering delicious meals with fresh ingredients alongside a variety of hot and cold drinks incl...
Love Fitness, a fitness franchise with its headquarters in Henley-on-Thames, is a fan favourite of Personal Trainers who work out of the gym. Callum Johnson, a personal trainer who uses Love Fitness as his base of operations had this to say: "A key reason to being a successful Personal trainer is having the right structure at a gym so it allows the trainer to be integrated with members, demonstrate their skills and provide client leads. Out of all the previous gyms I have worked w...
Love Fitness receive some great feedback from a personal trainer who was able to grow their business thanks to the help and backing of the gym franchise. Josh Lewis has been using Love Fitness as his base of operations in order to kickstart his personal training business and had some very kind words to say about his hub."Love Fitness provided me not only with the support, but also the guidance to build a successful Personal Training Business. Their 3 free session model allowed me to meet a...
