INFINITY, beyond fitness is an emerging brand in the health and wellness industry. It boasts a holistic program based on science designed to benefit its members inside and outside of their locations. By Patty Horansky
INFINITY, beyond fitness is an emerging brand in the health and wellness industry. It boasts a holistic program based on science designed to benefit its members inside and outside of their locations.
According to Founder and CEO Diego Guimarães, the brand is unique because it combines four pillars of wellness: training, nutritional guidance, recovery treatments and community support. The brand aims to improve the well-being of communities across the U.S. while earning profit for its franchisees.
A native of Brazil, Guimarães brings over 25 years of franchising experience to the brand. He immigrated to Miami with his wife and daughters a decade ago to develop an area of a well-known boutique fitness franchise. After that business was sold in 2019, Guimarães began researching globally for a concept that would be unique in the crowded fitness market. In 2021, the concept of INFINITY, beyond fitness was born.
INFINITY’s flagship center in Miami was built in 2022. From the beginning, all details were carefully considered to be scalable, providing uniform results for franchisees as the brand grows. The center performs according to the original plans, with a lifetime value higher than competitors.
“What you do beyond our health and wellness center is as important as what you do inside it,” said Guimarães.
INFINITY members’ journeys are based on a proprietary machine-learning system that personalizes wellness plans. Since each 90-day cycle focuses on a different area of a member’s wellness (such as losing weight or building muscle), they do not plateau, and the brand creates recurring cashless revenue.
New members first download the brand’s app and input a description of themselves and their wellness goals. A 60-second body scan measures their body fat, muscle mass and more. Then, it creates individualized wellness plans, including recommendations on exercise and recovery frequency and nutritional guidance.
Members also meet with a wellness coach, review their goals and commit to their plan designed to see a better version of themselves each 90 days. Positive results lead members to continue with their next cycle of goals.
“We call it the INFINITY Plan. This is one of our biggest differentiators,” said Guimarães, noting that coaches track members’ progress at regular intervals of 28 days.
Franchisee training includes five days in Miami, virtual learning and a week on-site at the owner’s location. Support is ongoing and includes guidance with site selection, architectural blueprints, construction management, marketing, professional manuals, a virtual library and all tools the owner, coaches and concierge team need to succeed.
The brand plans to open studios in Florida first, followed by Arizona, Georgia, Texas and Colorado, before expanding to other parts of the U.S.
INFINITY seeks franchisees who believe in the positive impact of fitness and wellness, with franchising experience or business acumen. According to Guimarães, the company requires a minimum investment of $300,000 and a net worth of $500,000. His goal is to open 250 studios over the next five years and generate more than $100 million in systemwide sales.
“It’s a marathon, and we are starting to run,” Guimarães said.
Patty Horansky