VASA Fitness Rebrands Around 'Built to Be Strong,' Plans Nearly 20 New Clubs in 2027
Greenwood Village – October 01, 2026 -- VASA Fitness has launched a company-wide rebrand under the tagline "Built to Be Strong," pairing a redesigned app and website with plans for upgraded club layouts starting in 2027. The gym chain, among the 20 largest health club operators in the U.S., is opening its 75th location in Cedar Rapids, Iowa this month, with eight more clubs planned before year-end and nearly 20 additional openings in 2027.
Member research shaped the new positioning
VASA commissioned focus groups in Colorado, Utah and the Midwest to understand how people define fitness success. The company found that 75% of participants valued progress over perfection, and 90% said strength means more than how much weight someone can lift. Participants described strength in terms of mental health recovery and resilience rather than purely physical output.