{"id":180124,"date":"2025-08-27T16:13:24","date_gmt":"2025-08-27T16:13:24","guid":{"rendered":"https:\/\/www.europesays.com\/us\/180124\/"},"modified":"2025-08-27T16:13:24","modified_gmt":"2025-08-27T16:13:24","slug":"the-yard-gym-bets-on-strength-style-to-win-the-us-market","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/us\/180124\/","title":{"rendered":"The Yard Gym Bets on Strength & Style To Win the US Market"},"content":{"rendered":"

Founded by one of the first F45 franchisees in Australia, TYG combines science-backed strength and conditioning workouts, a fashion-forward vibe and a zealous commitment to finding the right franchise partners<\/strong><\/p>\n

For Daniel Bova, if you can make it in Australia, you can make it anywhere. This holds true when it comes to boutique fitness, at least.\u00a0<\/p>\n

\u201cEveryone says the U.S. is a competitive market. My response is, \u2018You don\u2019t know what competitive is until you hit the East Coast of Australia in Sydney, Brisbane and Melbourne,\u2019\u201d Bova tells Athletech News, citing F45 Training and other top fitness brands that got their start Down Under, along with the country\u2019s thriving independent studio scene.\u00a0<\/p>\n

\u201cTo compete in Australia, you\u2019ve got to be on your game,\u201d he adds.\u00a0<\/p>\n

One of the first F45 franchisees in Australia<\/a>, Bova sold his stake in those locations and founded The Yard Gym in 2020 with his wife, Tiarne, establishing it as a boutique fitness concept that combines science-backed strength and conditioning workouts with a fashion-forward studio aesthetic.\u00a0<\/p>\n

After successfully scaling in Australia and experiencing a positive test run in San Diego, The Yard now has its sights set on rapid franchise expansion across the United States. The brand recently opened its flagship location in West Hollywood, California, and has been running a series of VIP franchising events in cities across the U.S. to get the word out.\u00a0<\/p>\n

Bova tells ATN that The Yard sees a white space in the American market for a high-quality strength training brand that adheres to modern sport science principles such as progressive overload and periodized training.\u00a0<\/p>\n

\u201cWe\u2019re really excited about the strength space, because it hasn\u2019t really been tapped yet,\u201d he says. \u201cI think the U.S., at times, can be three to five years behind Australia in boutique fitness.\u201d<\/p>\n

\"DanielDaniel Bova (credit: The Yard Gym)<\/p>\n

Inside a Yard Workout<\/strong><\/p>\n

The Yard\u2019s group fitness workouts are broken into two main categories: Rig (strength training) and Turf (conditioning), both of which are carefully programmed in eight-week training blocks to maximize results while minimizing injury risk.\u00a0<\/p>\n

Rig classes feature equipment including power racks, barbells and dumbbells, with sessions focused on helping members progressively lift more weight over time, using proper range of motion, to build muscle mass.\u00a0\u00a0<\/p>\n

Turf focuses on conditioning and functional movements to enhance members\u2019 cardiovascular fitness, including VO2 Max, an increasingly important metric in longevity science. Turf sessions utilize equipment such as SkiErgs, RowErgs, assault bikes and assault runners.\u00a0<\/p>\n

\"peoplecredit: The Yard Gym<\/p>\n

Bova says The Yard is working with leading cardiologists to get official sign-off on the medical benefits of the brand\u2019s workouts.\u00a0<\/p>\n

While The Yard\u2019s core member is in the 18 to 45-year-old age range (with a roughly 50\/50 split between males and females), Bova says the brand is also seeing strong interest from the 45-to-65 cohort as more studies come out showing the benefits of strength training and VO2-Max focused cardio for anti-aging.\u00a0<\/p>\n

\u201cThe niche position The Yard sits in is group strength and conditioning training. \u2026 Our unique dual-zoning with Rig and Turf allows us to blend strength and conditioning whilst tapping into the best of CrossFit, bodybuilding and HIIT formats, giving us the world\u2019s most balanced workout,\u201d Bova explains.\u00a0<\/p>\n

What\u2019s on the Outside Counts, Too<\/strong><\/p>\n

While other Aussie-born strength and conditioning concepts<\/a> are making a similar bet on being able to capture the U.S. market for boutique fitness \u2014 Xponential Fitness\u2019 BFT, for example, also runs eight-week strength and conditioning workouts<\/a> \u2014 Bova believes the Yard has them beat when it comes to another important aspect: the cool factor.\u00a0<\/p>\n

On the fashion front, The Yard has its own apparel line, which includes sweatshirts, tees and hats, along with Nike-branded training gear<\/a>. Bova reports the brand once sold 50,000 units globally in a several-week span.\u00a0<\/p>\n

\u201cI don\u2019t think any other fitness brand that delivers a fitness franchise workout model has such a powerful apparel brand,\u201d he says. \u201cAt the moment, it adds about 10% in gross revenue and profit for franchisees (who get exclusivity rights).\u201d\u00a0<\/p>\n

The Yard also places a strong emphasis on interior design, which Bova says creates an in-studio atmosphere that \u201callows our clients to feel like they have won by just turning up.\u201d<\/p>\n

\u201cWhen you have that kind of science-backed strength and conditioning platform built on top of an incredible brand that has merchandise in an aesthetically pleasing space, you\u2019ve got an incredible recipe for success,\u201d he says.\u00a0<\/p>\n

See Also<\/p>\n

\"MADabolic\"<\/a><\/p>\n

\"interiorcredit: The Yard Gym<\/p>\n

America\u2019s Next Big Fitness Concept?<\/strong><\/p>\n

So far, The Yard is off to a fast start in the U.S. market.\u00a0<\/p>\n

By the end of 2025, the brand is projecting it\u2019ll have around 30-plus locations open in North America, representing a solid slice of its overall global footprint of around 80 studios. Globally, The Yard has over 250 franchise licenses sold, with units open or signed in areas including New Zealand, Canada and Mexico, and locations possibly opening in 2026 in the UAE, Asia and Europe.<\/p>\n

When it comes to American expansion, Bova notes that The Yard Gym<\/a> already has successful studios in cities including San Diego, Los Angeles and Alabama, \u201cshowing The Yard as a brand is seeing great success in all markets.\u201d<\/p>\n

As it looks to scale in the U.S., the Yard is hosting a series of \u201cVIP Experiences<\/a>,\u201d multiple-day events where franchisees can meet Bova and his team to get a taste of what it\u2019s like to open a Yard. The VIP events include workouts, one-on-one conversations and character-building exercises.\u00a0\u00a0<\/p>\n

Attending a VIP event is the only way to acquire a Yard franchise in North America<\/a> \u2014 Bova says he wants to get to know prospective franchisees before giving them a slice of his brand. He\u2019s quick to point out that The Yard wants to avoid the trap of scaling too fast and getting involved with the wrong franchise partners in the process.<\/p>\n

\u201cOne of the biggest mistakes with (other large fitness franchise brands) is that they sold for the sake of selling,\u201d he says. \u201cWe don\u2019t want to do that. We want the right people, at the right time, for the right area. We\u2019re starting to see genuine fitness trainers and industry people coming forward who would probably typically build their own concept. But now they\u2019re saying, \u2018No, I want a Yard.\u2019\u201d<\/p>\n

\"womancredit: The Yard Gym<\/p>\n

Unlike many of his industry peers, Bova assures he isn\u2019t chasing numbers when it comes to franchise growth.\u00a0<\/p>\n

\u201cI would love to give a number, but it\u2019s really more about the people,\u201d he says. \u201cWe don\u2019t have numbers, we have a wish list of operators. I always say, The plan is to build a sick brand with an incredible network of what I call \u2018weapon operators.\u2019\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Founded by one of the first F45 franchisees in Australia, TYG combines science-backed strength and conditioning workouts, a…\n","protected":false},"author":3,"featured_media":180125,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[74129,101780,1198,101781,210,5841,101782,67,132,68,39189],"class_list":{"0":"post-180124","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-fitness","8":"tag-boutique-fitness","9":"tag-f45","10":"tag-fitness","11":"tag-fitness-franchise","12":"tag-health","13":"tag-strength-training","14":"tag-the-yard-gym","15":"tag-united-states","16":"tag-unitedstates","17":"tag-us","18":"tag-zzz-a"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@us\/115101617795156512","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/180124","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/comments?post=180124"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/180124\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media\/180125"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media?parent=180124"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/categories?post=180124"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/tags?post=180124"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}