Athletech News caught up with chief revenue and marketing officer Cheryl Barnett to learn what’s in store for Chuze Fitness in 2025
Chuze Fitness, a high-value, low-price gym operator with locations in seven states, is gearing up to open a new club this year in Riverside, California, but first, the gym brand has kicked off a new ad campaign meant to be relatable and encouraging: “All Excuses Welcome.”
The campaign coincides with a free seven-day pass offer for prospective Chuze Fitness members.
“’All Excuses Welcome’ is about keeping it real,” Chuze Fitness chief revenue and marketing officer Cheryl Barnett tells Athletech News. “We encourage our members to unapologetically share their most outrageous or creative excuses, such as ‘It’s going to rain today’ or ‘I don’t want to see anyone I know.’ By shining a light on these relatable moments, we’re showing our community that no excuse is too convincing for us to tackle together.”
Barnett adds that the fitness operator’s messaging has always revolved around inclusiveness and prioritizing kindness— a theme that resonates with Gen Z fitness consumers—and aligns with its mission of hospitality for its members.
“Showing up to the gym is half the battle, so this 2025 campaign continues to highlight who we are as a brand and what we stand for,” she says. “We all have excuses, so you are not alone. Some days, the excuses win, and other days, we overcome them. Regardless, we are in it with you!”
Barnett advises that one of the keys to staying motivated throughout the year is starting small and setting attainable goals.
“Whether it’s choosing to move your body once a day or simply going on a walk, taking baby steps is key to staying consistent,” she says. “You can also mix classes into your routine. At select Chuze locations, you can participate in popular classes such as pilates, yoga, cycling and more. Variety not only keeps things interesting but also challenges different muscle groups. Going to the gym doesn’t always have to be about working out – it’s okay to schedule a gym session where you come in and treat your body to a massage, compression booths, sauna or even red light therapy.”
Taking a friend along can also be motivating, Barnett says, pointing out that Chuze Fitness offers a free, 7-day pass so members can bring a buddy along.
As for what’s ahead for Chuze Fitness, Barnett says the brand is excited to ramp up their club openings into new markets while also continuing to “show love” to their existing clubs in areas like El Paso and Florida.
“We are opening another eight clubs within the next eight months,” Barnett says. “Expanding in current markets as well as going into some new markets like Stockton and Fresno.”
Barnett also shared that Chuze Fitness is retrofitting its Lift Lab studios in many existing clubs.
“Our Lift Lab is a key card access room that has squat racks, platforms, glute machines and other unique equipment you don’t typically see on the main gym floor,” she adds.
Depending on club location, Chuze Fitness offers a variety of amenities, from red light therapy, Hyperice compression boots, wellness pods, Cryo chairs, saunas, Hydromassage, body composition scanners, steam room, pickleball, turf fields, basketball courts, outdoor workout spaces and more.
