Behind the Latest Genesis Expansion

Community: The Strategy Driving Genesis Expansion

What makes a potential acquisition appealing to Steven?

“A strong foundation—a solid team, great culture, loyal member base, and a real connection to the community,” Steven says. “We consider whether the market fits our growth strategy and builds on our existing footprint. From there, it’s about the upside. If we can invest in the club and make the member experience even better, that’s when it really makes sense.”

The sizes of the new clubs vary, with the largest at 180,000 square feet. They offer a range of amenities, including strength and cardio equipment, group fitness, personal training, aquatics, and racquet sports. The company prioritizes service, facility quality, and programming to support long-term member engagement and retention.

These well-established, high-quality clubs have strong memberships, experienced teams, and deep roots in their communities, and that will not change, he says. His team will prioritize letting members know that Genesis will build on these features. The track record of Genesis acquisitions shows that the company increases the level of investment and long-term focus on new properties, while maintaining consistency across all of its clubs, Steven says.

“We don’t just rebrand them; we build on what’s working and keep raising the standard,” he says. “We can match each club to what the community wants. In our multi-club markets, it gives people more variety. Genesis members will be able to use more locations and know what to expect. Our teams work off the same playbook.”