In South Florida's fitness scene, standing out amongst the competition takes more than a good workout. It takes heart and an amazing community. From boutique fitness studios to national franchises, trends and consumer interests are constantly changing. To thrive in this environment, you can’t just blend in; you have to evolve.
Grit60 Fitness has done exactly that.
Rooted in HIIT and circuit-based training, Grit60 built their foundation on high-energy, results-driven workouts. But as strength training surged in popularity across South Florida, the team pivoted, shifting toward more resistance-focused programming, weighted conditioning, and intentional formats like upper/lower body splits and alternating training weeks. The evolution kept them relevant, while their community-first mindset kept them grounded.
Today, across three studios in Weston, Parkland, and Pembroke Pines, and with nearly 900 members, Grit60 is known not just for its dynamic training model, but for the culture inside its walls.
Their motto says it all: “We do group fitness better because we care.”
Through its partnership with ClassPass, the brand has also expanded its reach, driving discovery among new clients and welcoming more people into that community week after week.
From franchise to founder-led brand
Grit60’s story began in 2017, when Chantal Nichtawitz and her brother seized an opportunity to become one of four BodyTek Fitness franchisees. The brand had ambitious expansion plans beyond South Florida, and the future looked promising.
Then COVID hit.
Overnight, they were forced to shut down for nine weeks with no certainty of reopening. At one point, a business built for 24 to 36 people per class was capped at just six. Meanwhile, the franchisor permanently closed several locations.
When reopening was allowed, restrictions were tight. They restructured operations, gradually increasing capacity from 12 to 16, eventually capping at 18. Their landlord offered flexibility. Their members stayed loyal. Their team remained committed.
“It took a village to make it happen,” Chantal says. “It was a true labor of love.”
That perseverance paid off. The Weston studio expanded, built a strong team, and grew to nearly 350 members at that location alone.
They later acquired two additional gyms and, in April 2023, rebranded all three locations under a new independent name: Grit60 Fitness.
Today, the brand is thriving and growing.
Why Grit60 joined ClassPass
Grit60 joined ClassPass soon after opening their first studio in 2018 (originally as BodyTek Fitness). The partnership was originally recommended by their franchisor, but it quickly became much more than a line item in their marketing mix.
At the time, they were entering one of the most competitive fitness markets in South Florida. In cities like Weston, nearly every major fitness concept had already planted roots. As a newer brand, visibility wasn’t optional—it was essential.
When Chantal took the time to learn more about ClassPass’ mission, one phrase stuck with her: helping people get “from the sofa to the studio.”
That message resonated deeply.
“[Partnering with ClassPass] was one of the best decisions that we ever made as a brand,” Chantal says.
The idea of removing the friction of taking a fitness class aligned perfectly with Grit60’s philosophy. They’ve always believed fitness should feel welcoming, energizing, and accessible. Not intimidating. Not exclusive. Just a place where people can start.
ClassPass created that stepping stone.
And Grit60 didn’t just quietly list their business; they leaned in. They proudly promoted ClassPass, positioning it as an open invitation to anyone ready to move. They embraced the ClassPass platform as a discovery engine, a marketing channel, and a growth partner.
In a saturated market where trends shift quickly, and competition runs deep, ClassPass helped Grit60 broaden its reach, bringing in local clients trying something new, business travelers looking for a workout, and high-intent fitness consumers who value variety.
And more importantly, ClassPass brought in people who stayed.
Some ClassPass users now attend class three times a week. Others try Grit60 while visiting South Florida and recommend it to friends who live locally. Many leave strong reviews within the ClassPass ecosystem, which helps build trust and reinforces the studio’s credibility.
How ClassPass supports discovery
In an affluent and saturated South Florida market, visibility matters. ClassPass became a powerful discovery engine for Grit60.
It brought in:
- Local residents trying new studios
- Business travelers and seasonal visitors
- High-intent fitness enthusiasts looking for variety
Many of these clients may never have discovered Grit60 through traditional ads alone. But once they walked through the door, the experience did the rest. And that discovery often turned into something bigger.
Visitors tell friends. ClassPass reviews build social proof. Members share workouts on Instagram and tag the studio. One first visit becomes three visits a week. A visiting client recommends Grit60 to a local colleague. A ClassPass user brings a friend to a social event.
“There’s an innate trust,” Chantal explains. “If they’re on ClassPass, they’re kind of vetted.”
That built-in credibility matters, especially for newer or independent brands competing against big-box concepts with larger marketing budgets.
For Grit60, ClassPass isn’t just incremental revenue. It’s scalable, grassroots marketing that fills open spots, fuels word-of-mouth growth, and steadily strengthens the community inside each studio.
Filling spots and fueling momentum
As any studio owner knows, empty spots are missed opportunities.
“If I have open spots, why am I not going to want to fill them?” Chantal says.
With coaches paid and rent covered, every additional ClassPass booking helps optimize capacity. Through tools like SmartSpot and regular dashboard reporting, Grit60 can adjust credits and availability strategically, sometimes with just one small tweak that opens or closes the floodgates.
The result is strong attendance, consistent traffic, and predictable incremental revenue.
Turning ClassPass users into loyal Grit60 members
At Grit60, there’s no divide between members and ClassPassers.
From day one, everyone who walks through the door is treated the same, welcomed, supported, and invited into the culture.
ClassPass visitors are invited to socials, themed workouts, and large-scale events, like their “Grit Games,” a warehouse-style fitness competition inspired by HYROX and Spartan races. In some cases, up to 30–40% of participants book through ClassPass. They don’t just show up for class; they show up for the community.
Some ClassPass users attend three times a week. Others try the studio while visiting town and make it a must-stop every time they’re back in South Florida. And some naturally convert to memberships—not because of pressure, but because they’ve found their place.
“We respect the flexibility people want,” says Chantal. “But when they fall in love with the experience, they’ll ask about memberships.”
Grit60 + ClassPass: A partnership built on support
Operationally, Grit60 values the control and clarity they have with their ClassPass partnership. With detailed dashboard reporting and hands-on partner support, they’re able to optimize credits, track performance, and adjust strategy in real time.
ClassPass also complements Grit60’s membership model. By filling unused capacity, ClassPass turns open spots into incremental revenue, keeping classes energized while driving consistent discovery in a saturated South Florida market.
Beyond visibility, ClassPass builds trust through reviews and in-app credibility, generating meaningful incremental revenue on top of Grit60’s core membership base. But perhaps most importantly, it fuels community growth. Many first-time visitors become repeat attendees, event participants, and even long-term Grit60 members.
“[ClassPass] isn’t a threat to the business,” Chantal says. “On the contrary, it brings a lot to the table.”
As Grit60 enters its next phase of growth, ClassPass remains a foundational partner, helping more people move from the sofa to the studio, walk through the door, and find their place inside the Grit60 community.
Ready to drive discovery and grow your community like Grit60? Partner with ClassPass today.
