THE BEST OF HFA MEMBERSHIP, PARTNERS, AND BENEFITS
From Pandemic Victim to Scaling Success
Carrie Kepple begins franchising her vision of a ‘club of studios.’
Kepple
When Carrie Kepple launched Styles Studios Fitness in Peoria, Illinois, just eight weeks before the world shut down due to the Covid pandemic in early 2020, she couldn’t have known that her flagship facility would be stress-tested by one of the toughest business environments imaginable. Yet five years later, Kepple’s “club of studios” model not only survived but is now poised to expand nationwide through franchising—a strategy she’s been planning to execute since long before the pandemic.
From Industry Veteran to Visionary Founder
Kepple’s résumé reads like a global tour of fitness leadership. The Illinois native has spent more than two decades building and managing health clubs across the United States and New Zealand. She led teams for Gold’s Gym International and Les Mills clubs and even rebuilt a facility devastated by an earthquake, earning Supreme Club of the Year for New Zealand three years running. That comeback story became a fixture in industry conferences around the world.
A former HFA chair, Kepple is now a board member for both the Illinois Fitness Alliance and the Fitness Technology Council. Her experience—spanning operations, instructor development, and executive leadership—laid the foundation for her next big move: creating a club model that bridges the gap between boutique luxury and traditional gym accessibility.
A ‘Low-Cost, High-Convenience’ Model
In 2017, while boutique studios like SoulCycle and Pure Barre were booming and low-cost gyms such as Planet Fitness were scaling fast, Kepple noticed a widening gap in the market.
“The industry was hyper-popular at both ends of the spectrum,” she recalls. “I thought: What if there was a ‘club of studios’ that offered multiple boutique concepts side by side—with their own brands and modalities—but all under one roof and for one affordable price?”
That idea became Styles Studios Fitness, a facility that combines specialized studio experiences—cycling, yoga, HIIT, recovery, and more—with a full-service gym floor and amenities. Members can work out anytime between 3 a.m. and midnight, take live or virtual classes, or train independently.
What Kepple describes as a “low-cost, high-convenience” model gives members boutique-quality experiences without the high price tag or schedule constraints of joining more than one studio. In addition, virtual classes are offered between live classes. Secondary revenue drivers such as DEXA body scans, personal and semi-private training, and recovery services deepen member engagement while expanding ancillary revenue.
“Our ethos is ‘All styles welcome,’ and that’s not just for members—it extends to our franchise partners, too.” ● Carrie Kepple
Styles Studios features four boutique concepts under one roof.
Why Franchising—and Why Now
When Styles Studios Fitness opened its doors in January 2020, membership surged to more than 500 in the first eight weeks. Then Covid hit.
“We lost it all during that critical first year,” Kepple says. “It was a battle to regrow, especially with deferred loans and no established profit base.”
But the club’s adaptable model and strong brand helped it quickly claw back. By 2025, the resilient brand had re-established its footing and built a loyal member community around its “All styles welcome” motto.
“We celebrated five years in business this year,” Kepple notes. “It became clear it was time to refocus on scaling.”
Kepple’s long-term vision always included franchising.
“I personally gravitate toward franchising because of my background and because I love building partnerships,” she explains. “Growth by proxy—helping others succeed while expanding the brand—is powerful.”
Still, she wanted to approach it carefully. In 2021 she attended the International Franchise Association conference to learn the ropes.
“I quickly realized I didn’t know what I didn’t know,” she laughs. By late 2024, she partnered with Blue Sky Franchise Group to conduct a full business analysis and financial pro forma. The results were encouraging.
Working with Blue Sky and a dedicated franchise legal team, Kepple developed the Franchise Disclosure Document, operating manuals, and system protocols required for compliance. After submitting materials to officials in Illinois (a registration state that requires full approval), Styles Studios Fitness received the green light to launch in September 2025.
“It’s been a 10-week review process,” she says, “but now we’re thrilled to say we’re officially approved to sell franchises.”
Hands-On Support and Shared Culture
The initial franchise fee is $40,000, with a 6% royalty. Multi-unit buyers receive discounted rates. Kepple emphasizes that the system is designed so franchisees can more than recoup their investment through vendor savings and turnkey operational support.
Franchisees receive help with every major step—from site selection and lease negotiation (through commercial real-estate partner Sabre) to equipment sourcing, build-out blueprints, and staff training.
“We provide programming, recruitment help, operational systems, and leadership training,” Kepple explains. “We’re partners in their success.”
For Kepple, franchising isn’t about replicating a logo—it’s about replicating a culture.
“We plan to be very involved at the start,” she says. “Our ethos is ‘All styles welcome,’ and that’s not just for members—it extends to our franchise partners, too.”
She envisions a high-touch relationship that includes both proactive and reactive support. From grand opening marketing campaigns to ongoing sales systems, staffing, and technology updates, franchisees can expect a comprehensive playbook backed by direct access to the corporate team.
Marketing the Franchise
While advisors recommend focusing on the Midwest initially, Kepple says location is secondary to finding the right people.
“We’re looking for business operators who are passionate about fitness,” she says. “This model performs well in B markets like ours, but we know it can excel in suburban and A markets too. The key is the right partner fit.”
The first phase of franchise marketing will leverage Kepple’s deep industry network. Her team is also recruiting experienced industry sales professionals to promote franchise sales on commission.
“We’d rather work with people who truly understand the business than outside brokers who don’t know our story yet,” she says. “We are also pursuing capital partners if we can find the right fit. An early buy-in could result in a big endgame for someone.”
Word-of-mouth and local advocacy will play major roles, too. Many prospective owners have already experienced the flagship club firsthand—powerful validation for what the model can achieve.
The Rewards and Risks of Scaling
Franchising represents both a milestone and a leap of faith.
“It’s super exciting and scary at the same time,” Kepple admits. “Entrepreneurs never feel like they’ve made it. We’re always evolving, pushing boundaries, and taking risks that others might call crazy.”
Still, her conviction in the Styles Studios Fitness model is unshakable. “We know this concept works,” she says. “We’ve built resilience, learned hard lessons, and now we’re ready to scale with partners who share our passion for changing lives through fitness.”
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Health & Fitness Business (HFB) is the leading health and fitness industry publication. Published monthly by the Health & Fitness Association (HFA) and distributed free to the industry, HFB offers analysis of the opportunities, challenges, issues and news that impact the industry.
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