24 Hour Fitness Reacquisition Sparks Sauna and Cold Plunge Race with Planet Fitness
Mark Mastrov repurchased 24 Hour Fitness in January 2026 with LongRange Capital and plans to install cold plunges and saunas at its clubs, features now appearing at Planet Fitness. Rapid adoption of GLP-1 weight-loss drugs, projected to drive a $150 billion market by 2030, is boosting demand for gym memberships.
1. Repurchase Details
In January 2026, gym industry veteran Mark Mastrov partnered with LongRange Capital to repurchase 24 Hour Fitness and steer its post-2020 bankruptcy turnaround, marking his return to the brand he co-founded in 1983.
2. Planned Upgrades
Mastrov’s revitalization strategy includes outfitting 24 Hour Fitness locations with cold plunges and saunas, a competitive response to Planet Fitness rolling out similar wellness amenities at its clubs.
3. GLP-1 Market Growth
Analysts project the global market for GLP-1 weight-loss and therapeutic medications to reach $150 billion by 2030 and potentially exceed $250 billion, catalyzing increased gym enrollment.
4. Exercise Importance
Health experts warn that rapid weight loss from GLP-1 treatments can cause muscle mass decline, underscoring the necessity of strength training to maintain bone density and physical independence.