Fast-paced workouts and strong branding have driven the F45 empire. Now it’s struggling, but the devotees swear by it.
F45 ambassador, rugby league player Cameron Murray is one of many celebrities who have helped the brand become a household name.last week that chief executive Adam Gilchrist is stepping down, expansion plans have been largely scrapped and nearly half of F45’s employees will lose their jobs.and the brutal effects of COVID on the fitness industry have been blamed for the turmoil they find themselves in.
Its other founder, Luke Istomin, who left in 2016, says they wanted to give members “a great experience primarily based on HIIT cardio with no two workouts ever being the same”. But former members had other things to say too. They said they flogged themselves, and it wasn’t sustainable; the calibre of the trainers was inconsistent; the fast-paced model values profits over people meaning those who are less fit or new to training are more likely to get injured; and there was little or no guidance around technique., which he says is based on the lessons he learned from F45.
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