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.
"Built to Be Strong captures what we believe fitness should ultimately help people do: live stronger, for longer," said Liz Crisafi, Chief Marketing Officer at VASA Fitness.
The campaign uses real members, not models
VASA's rebrand campaign features actual members and staff in its photography and video content, rolling out across paid, social, in-club and digital channels starting October 1. The company also redesigned its members-only mobile app and website to simplify class bookings and membership management.
Clubs are adding equipment and a new workout format
VASA has expanded strength training equipment across its locations with brands including Life Fitness, Arsenal and Booty Builder. The company also added Studio Pilates, a coach-led reformer format, as its fourth studio class type, with a fifth concept planned before the end of the year.
A limited-edition t-shirt benefits breast cancer research
Tied to Breast Cancer Awareness Month, VASA released a limited-edition black and pink Built to Be Strong t-shirt sold exclusively online, with all proceeds going to Susan G. Komen to support breast cancer research and patient care.
New clubs get a redesigned layout starting in 2027
Beginning in the second quarter of 2027, new VASA locations will feature redesigned entryways and check-in areas, reworked group fitness and studio rooms, updated locker rooms, and revised exterior facades. The design changes will roll out alongside the company's planned expansion to nearly 20 new clubs across its 2027 footprint.