Club Athletic, a fitness brand built on a "squad-based" training model, is expanding from New York City to Chicago with plans for further national growth in 2027. The company emphasizes consistent training groups and a dedicated coach to foster community and improve workout adherence.

The fitness trend focuses on having members train in fixed groups of approximately 20 people with the same coach at a set time each week. This approach aims to provide both a high-quality workout and a built-in social network.

"We believe everyone deserves a squad," said Dane McCarthy, founder of Club Athletic. "This next chapter is about bringing that sense of belonging to more communities across the country."

In the United States, less than a quarter of adults meet federal recommendations for weekly aerobic and muscle-strengthening activities. While many people join gyms, maintaining consistency is a common challenge, with a small percentage of new members continuing regular attendance after a year. Studies suggest that group fitness can improve adherence, with one study showing 84% of participants in a group program exercising regularly at six months, compared to 63% of those following the same regimen at home.

Marissa Hart, an early member who joined in August 2020, cited the social component as a key factor in her continued engagement and decision to remain in New York. "I had been thinking about moving to LA, but I ended up staying and making all of these friends," Hart said. "It’s been such a foundational piece of my life in New York."

Kaise White, a software engineer and member for four years, found the accountability of the squad model particularly appealing. "I found it easy to skip workouts when nobody noticed," White said. "The accountability part of the squad model is what drew me in."

Club Athletic membership costs $295 per month and includes access to strength and conditioning sessions, Pilates, mobility classes, coach-led runs, and community events. Members also receive personal training and progress check-ins with their coaches.

"A dedicated coach who sees you every week can actually push your performance, because they know where you were last month and where you’re trying to go," McCarthy explained. "The people training next to you matter just as much. When you’ve built a real connection with them over time, you train harder, you enjoy it more and you get more out of it."

Members like Hart have reported achieving new fitness goals, including competing in Hyrox races and marathons, challenges they had not previously considered. "I’ve competed in three Hyrox races in the past year — before, I didn’t even know what Hyrox was," Hart said. "Because of the run club, I ended up signing up for a marathon that was never on my radar. It’s pushed me to achieve goals I never even thought to set for myself."

The brand's expansion includes two new locations in Chicago opening this month, with further expansion planned for 2027. Club Athletic currently serves over 2,000 members in the New York-Newark-Jersey City metropolitan area.