Population growth, a community-forward culture and a fast-expanding mix of strength, Pilates and recovery concepts are turning the Music City into one of America’s most competitive fitness markets
Nashville’s fitness scene is unmistakably booming.
From 2020 to 2024, the Nashville metro area added more than 136,000 residents, creating a demographic tailwind that has been most visible in boutique fitness. Amid this shift, neighborhoods like the Gulch, Midtown and Belle Meade have turned into magnets for studios that deliver both social experiences and workouts.
“What’s unique about Nashville is how fitness has become part of the city’s cultural DNA,” Anthony Licitra, the head of USA studio operations at Club Sports Group, a top F45 Training franchisee, told Athletech News. “People here invest in wellness the same way they invest in dining or entertainment — it’s a way to live, connect and be part of a community.”
A Lifestyle Studio Wave
One Music City phenomenon is the rise of fitness studios built as lifestyle brands.
Forza Pilates, a female-founded reformer studio in Wedgewood-Houston with an additional outpost inside the trendy Soho House Nashville, pairs in-studio classes with merchandise, events and now digital expansion through its subscription platform.
credit: Forza Pilates
Founder Sydney Dumler ties the demand to a specific Nashville sensibility.
“People here care deeply about community, creativity and connection,” Dumler told ATN. “As the city grows, there’s been a real hunger for experiences that feel intentional and elevated.”
She also argues that boutique concepts are winning because they can obsess over details in a way larger brands often cannot.
“Nashville’s audience appreciates experiences that are personal, beautiful and thoughtfully done,” she added.
Growth Signals Across Pilates, HIIT & Recovery
More generally, Pilates and low-impact strength are stacking density fast in Nashville.
Solidcore now has three Nashville studios across the Gulch, Germantown and Green Hills. Bodyrok also enjoys a growing Nashville-area footprint, with locations tied to neighborhoods like the Gulch and Green Hills, plus nearby markets including Brentwood, Murfreesboro and East Nashville.
Lagree is expanding as well, with Studio Novo recently announcing the opening of a second location.
Franchise Brands Make Big Investments
Big-name fitness franchisors are targeting the market as well.
JetSet Pilates has two Nashville-area studios on deck for 2026 as it continues scaling nationally.
Club Sports Group, meanwhile, recently acquired three F45 studios in the city, and approached the move as a reset of the in-studio experience.
“All three of these studios are in great locations and are well known in the community,” Licitra said of the locations in Gulch, Midtown and Belle Meade. “We believe with our operational expertise and resources that we can successfully re-launch these studios and grow them back to where they were pre-COVID.”
F45 Training in Midtown, Nashville (credit: Club Sports Group)
Licitra believes the fitness trends playing out in Nashville could be replicated nationwide.
“Nashville’s fitness boom is a glimpse of the future of fitness nationwide,” he said. “The industry is shifting from transactional to transformational — people are seeking experiences that deliver both results and a genuine sense of belonging.”