Podcast Summary: The Fitness Industry Is Broken. We’re Building What Comes Next

Episode Title: The Fitness Industry Is Broken. We’re Building What Comes Next.
Podcast: The Art of the Brand
Host: Camille Moore
Guests: Jenna York & Jeff York
Release Date: July 23, 2025

Introduction

In this enlightening episode of The Art of the Brand, host Camille Moore welcomes Jenna York and Jeff York, two trailblazers in the fitness and wellness industry. With diverse backgrounds and a shared passion for redefining fitness experiences, Jenna and Jeff delve deep into the current flaws of the fitness industry and unveil their innovative approach to building the next generation of fitness and wellness clubs.

Meet Jenna and Jeff York

Jenna York brings a rich history as a Division 1 swimmer at Purdue University and a Certified Public Accountant (CPA). Her transition from finance to the fitness world was fueled by her love for athleticism and community-centric boutique studios.

Jeff York, a former hockey player at Princeton and a seasoned businessman, served as President of Giant Tiger, where he honed his skills in competing against industry giants like Walmart. Together, Jenna and Jeff leverage their athletic and business expertise to revolutionize the fitness landscape.

Jenna York [01:22]: "I knew how to really get a member that is sticky who loves your product and get them bought in because you deliver on your promise."

Jeff York [15:14]: "It's about the customer. My entire life's been about the customer."

The Broken Fitness Industry

Jenna and Jeff paint a candid picture of the current fitness industry, highlighting its reliance on franchising and big-box gyms that prioritize profit over customer experience. They emphasize the high attrition rates, where up to 50% of members churn annually, signaling a fundamental disconnect between gyms and their customers.

Jeff York [00:04]: "Fitness is absolutely broken right now. The customers lost. Right. Make money selling franchises or make money in a big box and hopefully people don't show up."

Jenna adds personal insights, sharing her struggles with overuse injuries during her swimming career, which underscored the importance of efficient and injury-preventive training methods.

Jenna York [12:53]: "Your training should make your body bulletproof, not break you down."

Vision for Avant: A Fitness Ecosystem

Jenna and Jeff introduce Avant, their ambitious project aiming to blend the personalized touch of boutique studios with the comprehensive amenities of big-box gyms. Their goal is to create a premium fitness and wellness club that offers a holistic approach to health, integrating various fitness disciplines, recovery modalities, and wellness services under one roof.

Jeff York [28:00]: "We're creating a fitness ecosystem that's really high quality, taught by really passionate people with very results-driven science-backed recovery and it's all under one place."

Avant is designed to be more than just a gym—it’s a community where members receive personalized plans, advanced body composition scans, and access to top-tier instructors who tailor workouts to individual needs. The integration of technology ensures that each member’s journey is tracked and optimized for maximum results.

Recovery and Wellness Integration

A significant aspect of Avant's offering is the emphasis on recovery and wellness. Recognizing that fitness isn't just about workouts, Jenna and Jeff incorporate state-of-the-art recovery tools like cold plunges, red light therapy, and spinal alignment beds to ensure members achieve long-term health and longevity.

Jeff York [31:21]: "We spent the money, we're gonna put in proper filtration... launching cold plunge properly."

This focus on recovery addresses a critical gap in the industry, where many gyms offer amenities but fail to educate members on their proper use, leading to underutilization and diminished perceived value.

Personalized Experience and Technology

Personalization is at the core of Avant's strategy. By utilizing advanced software platforms and data from member applications, Avant ensures that every workout session is tailored to individual goals and health conditions. This human-tech synergy allows instructors to provide bespoke guidance, enhancing both safety and effectiveness.

Jenna York [60:02]: "The one word that does describe Avant is personalization."

Furthermore, Avant adopts a no-tipping policy and offers high-quality, handcrafted smoothies included in membership fees, enhancing the overall member experience without nickel-and-diming.

Jenna York [47:04]: "We're going to make it the best for the customer. Different way of thinking."

Challenges and Industry Reception

Jenna and Jeff candidly discuss the challenges of disrupting a stagnant industry. From overcoming high overhead costs to combating entrenched big-box gym models, they emphasize the importance of staying true to their vision of customer-centric service.

Jenna York [35:23]: "If you're doing right by the member you can get buy-in very easily because you're not spewing a bunch of bs."

They also highlight the skepticism they face, especially when presenting their unique model to a market accustomed to traditional gyms. However, early successes, such as their flagship store in Ottawa and rapid sell-outs in Vancouver, signal strong demand for their innovative approach.

Jeff York [43:05]: "We sold out in six months. We have a waitlist."

Future Plans and Growth

Looking forward, Jenna and Jeff plan to expand Avant beyond Toronto, inspired by the success of other Canadian brands like Aritzia and Lululemon. They envision Avant becoming an international brand, offering a replicable model of premium fitness and wellness clubs across major cities worldwide.

Jeff York [67:50]: "It's an extreme value play... just wait till you see it."

Their ambition is not only to grow a billion-dollar brand but also to inspire a shift in how the world perceives and engages with fitness and wellness.

Conclusion

Jenna and Jeff York's journey with Avant exemplifies a profound commitment to transforming the fitness industry. By prioritizing personalization, community, and holistic wellness, they are setting new standards for what a fitness club can be. Listeners are encouraged to follow their journey on Instagram and LinkedIn or apply for membership through their website.

Jenna York [68:44]: "Definitely follow us on Instagram Avant Toronto and our site avant-club.com."

Notable Quotes:

• Jenna York [01:22]: "I knew how to really get a member that is sticky who loves your product and get them bought in because you deliver on your promise."
• Jeff York [00:04]: "Fitness is absolutely broken right now. The customers lost."
• Jenna York [12:53]: "Your training should make your body bulletproof, not break you down."
• Jeff York [28:00]: "We're creating a fitness ecosystem that's really high quality..."
• Jenna York [60:02]: "The one word that does describe Avant is personalization."

This episode underscores the critical need for innovation in the fitness industry and showcases how Avant is poised to lead this transformation with a member-first approach.