The Bearden location introduces the brand’s 3.0 design, integrating specialized zones such as a Hot Studio, a Ride Studio, and a dedicated area for abs and glutes training. Beyond equipment, the facility offers recovery services including HydroMassage and tanning, catering to a broad range of fitness levels. This expansion is projected to generate over 70 local jobs, spanning roles in club operations, personal training, and member services.

Following the soft launch, a grand opening celebration is scheduled for September 28, featuring a full slate of group classes and promotional offers. Tony Scrimale, CEO of CR Fitness Holdings, emphasized that the club aims to balance premium experiences with affordability, with membership rates beginning at $9.99 per month. Blue Ridge Fitness Holdings currently manages 21 gyms across three states, with plans to grow that footprint to nearly 25 locations by the end of 2026.