Five-Star Fitness by The Fit Guide
Aug 19, 2026 · 20 min · 13 segments
Five-Star Reception Services Welcome back to our monthly fitness industry roundup, where we go beyond the…
Jack ThomasHost
It's hard to... do things like restrict people's work, people get very vocal, and it's easy for controversies like this to start up.

And I just want to give my personal opinion here as someone who operates a boutique gym.

Now, I personally think that other modalities should be fine and should be allowed.

If you work at a strength and conditioning club like BASE and you want to do Pilates coaching, or cycling coaching.

And actually, I think it can help your brand because it pulls in people from other modalities that aren't really competing with you.

I think if you work at barriers, I don't think it looks great really from a branding perspective if you're also working at some of the other, let's say, cheaper franchise brands out there that maybe aren't quite as premium, aren't quite as exclusive as Baris and have a bit of a different brand positioning.

I don't personally think that looks great for Baris, so I can kind of see why they perhaps wouldn't be happy with that.

I think some coaches just want complete and absolute freedom, and maybe that's not really realistic for certain brands.

getting involved or once private equity get involved, things change and they try and add things in like this.

I think, look, I've spoken to many founders who've used private equity, who have brought private equity in to grow their brand and to expand.

It's hard to... do things like restrict people's work, people get very vocal, and it's easy for controversies like this to start up.

And I just want to give my personal opinion here as someone who operates a boutique gym.

Now, I personally think that other modalities should be fine and should be allowed.

If you work at a strength and conditioning club like BASE and you want to do Pilates coaching, or cycling coaching.

And actually, I think it can help your brand because it pulls in people from other modalities that aren't really competing with you.

I think if you work at barriers, I don't think it looks great really from a branding perspective if you're also working at some of the other, let's say, cheaper franchise brands out there that maybe aren't quite as premium, aren't quite as exclusive as Baris and have a bit of a different brand positioning.

I don't personally think that looks great for Baris, so I can kind of see why they perhaps wouldn't be happy with that.

I think some coaches just want complete and absolute freedom, and maybe that's not really realistic for certain brands.

getting involved or once private equity get involved, things change and they try and add things in like this.

I think, look, I've spoken to many founders who've used private equity, who have brought private equity in to grow their brand and to expand.
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