Gym Launch
Gym Launch is an American business coaching and consulting company that provides training programs, educational resources, and proprietary systems to gym owners and fitness facility operators. Founded in 2016 by Alex Hormozi and Leila Hormozi, the company is headquartered in Carrollton, Texas.[ref: pitchbook] In January 2022, San Francisco-based private equity firm American Pacific Group (APG) completed a majority investment in Gym Launch and its sister company, Prestige Labs.[ref: apg-press-release] As of September 2025, the company operates under CEO Brian Anderson.[ref: abc-partnership-atfw]
History
Founding and early growth (2016–2021)
Alex Hormozi, a former management consultant and gym owner, founded Gym Launch in 2016 after selling his chain of gym locations.[ref: capstone] Hormozi and his wife Leila Hormozi developed the company around a licensing model, providing gym owners with marketing, sales, and operational systems designed to increase revenue and member retention. The company initially operated as an in-person gym turnaround service before transitioning to a licensing model that allowed gym owners to access Gym Launch's proprietary processes remotely.[ref: maxim]
According to the company's 2019 Stevie Award nomination materials, Gym Launch experienced 850 percent revenue growth in 2017 and 525 percent growth in 2018, reaching approximately $30 million in annual revenue with over 100 full-time employees. In September 2019, Gym Launch was named the winner of a Gold Stevie Award in the "Fastest-Growing Company of the Year" category at the 16th Annual International Business Awards.[ref: stevie-award]
In 2018, the company launched Prestige Labs, a sports nutrition supplement brand sold through its gym owner client network and direct-to-consumer channels.[ref: apg-press-release]
Private equity investment and leadership transition (2022–present)
On January 11, 2022, American Pacific Group announced that its Fund I had completed an investment in Gym Launch and Prestige Labs. The transaction was described as supporting the companies' growth trajectory, continued service development, and new product initiatives. Financial terms were not publicly disclosed.[ref: apg-press-release] Capstone Partners served as exclusive financial advisor to Gym Launch and Prestige Labs,[ref: capstone] while Jones Day advised American Pacific Group.[ref: jones-day] The deal was noted by PE Hub as one of several private equity transactions in the fitness sector during 2022.[ref: pehub]
Following the investment, Cale Owen was promoted to Chief Executive Officer and Maggie Owen was named Vice President of Operations, effective January 19, 2022. Both were former gym owners and Gym Launch clients; Cale Owen had joined the company in 2018 and most recently served as General Manager.[ref: apg-promotions] Alex and Leila Hormozi retained board seats following the transaction but stepped away from the company's day-to-day operations, subsequently focusing on Acquisition.com, their holding company and investment firm.[ref: apg-press-release]
By late 2025, Brian Anderson had assumed the role of CEO.[ref: abc-partnership-atfw] In March 2026, the company announced a partnership with ABC Fitness, a fitness technology provider serving over 30,000 businesses, to integrate Gym Launch's coaching systems and advertising services with ABC's enterprise software platform.[ref: abc-partnership-ab][ref: abc-partnership-alm]
Business model
Gym Launch provides business coaching, training programs, and proprietary systems to gym owners and fitness facility operators. The company's services are structured around improving lead generation, sales processes, member retention, and overall gym profitability. The coaching model combines group-based education with access to proprietary resources.[ref: apg-press-release] As of 2026, the company states it has worked with over 6,000 gyms across 22 countries.[ref: gymlaunch-website]
Events
Gym Launch hosts GymCon, an annual multi-day conference for gym owners and fitness professionals. The inaugural GymCon event was held in Orlando, Florida, in May 2023, with another event held in Orlando in 2024. The conference features presentations on gym business strategy, sales training, and operational best practices.[ref: gymcon]
Gym Launch also hosts frequent Inner Circle Lives, an invite-only event exclusively for gym owners enrolled in the Gym Launch program. The event provides attendees with a personalized assessment of their business performance and a structured action plan for improvement, alongside roundtable discussions with members of the Gym Launch leadership team.
Additionally, Gym Launch produces two smaller scale public events known as Gym Growth Workshop and Gym Growth Live. These focus on member acquisition strategies for gym owners. Gym Growth Workshop is a two-day intensive event limited to 100 gym owners, covering strategies for client acquisition and business growth through lectures, case studies, and question-and-answer sessions with Gym Launch coaches and staff. The event has been held at Resorts World Las Vegas. [ref: gymgrowthworkshop]
Publications
Alex Hormozi authored Gym Launch Secrets, a book outlining the company's methodology for gym owner business growth. The book was published in 2019 and is available in print and audiobook formats.[ref: audible]
Reception
Industry reviews have generally characterized Gym Launch as a legitimate consulting service with a data-driven approach, while noting that the program requires significant hands-on effort from participating gym owners. The company's coaching programs can cost in the tens of thousands of dollars depending on the service level selected.[ref: kilo-review]
References
[apg-press-release] {{cite press release |title=American Pacific Group Completes Investment into Gym Launch and Prestige Labs |url=https://www.businesswire.com/news/home/20220111005226/en/ |publisher=Business Wire |date=January 11, 2022 |access-date=March 5, 2026}}
Gym Growth Workshop Reference: <ref>{{cite web |url=https://ww2.gymlaunch.com/gymgrowth |title=Gym Growth Workshop |publisher=Gym Launch |access-date=2026-03-05}}</ref>
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