AusLeisure

Rob Deutsch, one of the co-founders of F45 Training, has re-emerged with an involvement in new gym chain The Yard Gym.

Deutsch, who left F45 prior to its 2021 listing on the New York Stock Exchange, has become a partner and strategic advisor at The Yard Gym, founded by husband-and-wife duo Tiarne and Daniel Bova in 2020.

With a non-compete arrangement having prevented Deutsch from re-entering the fitness industry until this year, Deutsch’s support of the boutique strength and conditioning fitness franchise will see him help drive its planned expansion.

Daniel Bova, a former F45 franchisee, signed the lease for their first Cronulla studio just two weeks before the first COVID lockdown.

However, between one-on-one personal training sessions outside the studio and making an at-home movement series on social media with postings three times a week, the company built a strong following and was primed for growth.

Dan Bova told Business News Australia "the first 12 months between the two lockdowns it was so explosive and incredible in the way that everyone took up the brand and took up the model.

"In the second lockdown we did over 2,500 PT sessions outside, and then we bounced back like nothing happened, came back stronger, and then in 2021 we launched the franchise network."

Bova says the plan from the beginning was to not overscale or oversaturate, and in discussions with Deutsch he shared these values.

Explaining this he advised “the involvement of Rob allows the brand to be a lot more robust, and it’s about learning from Rob’s experience - learning what worked so well and what didn’t work so well.”

Advising that he is 'beyond excited' for the future, Bova added “my vision for The Yard Gym has not changed - strong communities built on strong training foundations, giving our clients a second-to-none experience, day in and day out.

"I am committed and driven to continuing to deliver the world’s most balanced strength and conditioning workout, backed by our incredible fitouts, technology, brand collaborations and social media presence."

Bova said he is cautious of the risks of ‘overscaling’, adding that each of its gyms has a large territory so that locations don’t oversaturate a local area.

Deutsch says since leaving F45, and having 'zero involvement since', he has really missed the camaraderie of working with a like-minded, passionate team.

Deutsch explained "I have also thoroughly missed the fitness industry. I have been presented with endless fitness concepts with opportunities to invest, but one model stood out for me, one that truly aligns with my core values, The Yard Gym.

"Dan and Tiarne have built a phenomenal business. One that is focused on brand, innovation, and creating incredible communities - all things I am passionate about.

"I am excited to add value and experience to build on Dan’s expertise, adding confidence to the people, our franchisees and the fitness industry. I am pumped to be joining this epic business."

A co-founder of F45 in 2012, Deutsch left the company in 2020, after expressing that he wasn’t in favour of its plans to list on the New York Stock Exchange.

F45 went on to complete its stock market listing, with the backing of Hollywood star Mark Wahlberg, but has since been troubled by poor financial performance and management along with a series of disputes with franchisees. It delisted on 5th September.

Deutsch sold his stake for an estimated US$145 million prior to the listing.

In November 2022 he told the Sydney Morning Herald “I’d love to do something in fitness again.”

“There are definitely a lot of options and things I’ve been thinking about and some new stuff that doesn’t quite exist.”

The Yard Gym currently has a network of 18 locations - mostly in NSW but also one in Queensland and two in San Diego, California, USA.

It has also sold over 50 territories.

Images: Rob Deutsch with new business partners, Tiarne and Dan Bova of The Yard Gym (top). The Yard Gym co-founders Tiarne and Dan Bova (middle) and Dan Bova with Deutsch (bottom). 

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