18 Jan 2022
Hybrid brand LIT Method targets rapid growth through franchising
BY Tom Walker
Wellness operator and fit tech company, LIT Method, (low-intensity training) is ramping up expansion after launching into the franchising market.
The company's hybrid business model now combines studios with an at-home, digital fitness offering based on the proprietary LIT Strength Machine.
The low-intensity, low impact workouts are built on the promise of "no running, no jumping and no weights".
Founded by husband-and-wife team, Justin and Taylor Norris, LIT Method opened its first flagship studio in West Hollywood, US in 2017.
In May 2020, the company launched the LIT Strength Machine, targeting the at-home market and billed as the "world's first all-in-one Pilates reformer, water rower, and strength trainer".
The LIT Strength Machine offers low-impact exercises, including rowing, barre, strength training, physical therapy, and Pilates.
The machine has three price points – US$1,750, US$2,240, US$2,460 and depending on the level of extras – while the LIT digital fitness app is available from US$20 per month.
The company has set a development goal of 100 signed franchised sites within 12 months.
Michael Abramson, a 20-year industry veteran – most recently chief operating officer and chief revenue officer at Xponential Fitness – is spearheading the brand's expansion into franchising.
LIT Method investors include former Los Angeles Dodger and five-time MLB All-Star Adrian Gonzalez and Marcy Venture Partners.
Abramson said: "I'm no stranger to the fitness or franchising space, and what we're doing at LIT has never been done before.
"No other fitness brand has our hybrid studio and showroom model and our proprietary Low Impact Strength Machine.
"This isn't just Pilates 2.0 — it's the only machine in the world that's a rower and reformer in one — the only piece of equipment on the market allowing people to truly do it all. Its seamless transition from a rower and resistance strength training system to a reformer will allow franchisees to meet the growing needs of a diverse clientele."
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