Action Black, a popular boutique fitness brand from Colombia, is planning a major expansion into the U.S., starting with New York City. Known for its nightclub-inspired atmosphere and unique approach to group fitness, the brand is already making waves in Colombia and other countries.
With its bold slogan, “We’re not a (f*ng) gym. We’re the most revolutionary training model in the world,” Action Black stands out with a dark, club-like aesthetic. The name “Action Black” reflects this vibe, creating a distinctive atmosphere for fitness enthusiasts.
Beyond its trendy look, the brand offers a diverse range of fitness classes under one roof. Each location features separate rooms dedicated to different workouts, including boxing, strength training, cycling, and HIIT.
Founded in 2015 by former Colombian reality TV star and gym executive Wilder Zapata Torres, Action Black now has over 20 locations across Colombia, with additional studios in Spain and Mexico. The brand is also planning to open new locations in Portugal and Brazil.
Action Black made its U.S. debut in New York City’s Tribeca neighborhood last year, followed by a second location in NoMad. Oscar Toro, an investor helping with the U.S. expansion, says the brand is already seeing success. “Everywhere we go, people love it,” Toro told Athletech News. “We opened in Spain four months ago, and it’s doing amazing. It’s the same in Mexico.”
The brand’s next major U.S. opening will be in Williamsburg, Brooklyn, which will be the largest Action Black facility in the country. The new location will offer a lounge, co-working spaces, and community events, including “wine Fridays.” Additional locations are planned for Manhattan’s Financial District and Brooklyn’s Dumbo.
Action Black is not limiting itself to the Northeast. The brand has also signed a lease for a new facility in Miami’s Brickell neighborhood, with construction set to begin soon.
A Unique Fitness Experience
Action Black’s membership costs $299 per month in the U.S., with annual plans available. To attract new members, the brand is offering promotions like buy-one-get-one-free memberships, free trials, and class packs. The brand primarily targets people in their 20s, 30s, and 40s, with about 70% of members being female.
Despite the highly competitive boutique fitness market in cities like New York, Action Black believes its unique approach sets it apart. The brand combines multiple fitness modalities in one location, offering a variety of classes under one roof.
If its U.S. locations perform well, Action Black plans to expand further across the U.S., with North Carolina and Texas identified as key markets. The brand is also aiming for global growth, targeting around 135 gyms worldwide. Internationally, new locations are planned for Colombia, Spain, Mexico, Portugal, Brazil, Shenzhen (China), Dubai (UAE), and Santiago (Chile). London and Germany are also on the brand’s radar.
The Nightclub-Inspired Fitness Model
Action Black’s fitness studios are designed to offer a unique, immersive experience. Each workout room is dimly lit with neon lights, evoking the feel of a nightclub. Classes are led by instructors, but there are also screens in each room so members can follow along with the workout.
In addition to its regular fitness classes, each Action Black location features a “garage” area stocked with strength training equipment like power racks and free weights. This allows members to have access to both group classes and traditional gym equipment in one place.
According to Toro, the goal is to offer a one-stop shop for fitness enthusiasts. “At most gyms, you only get one type of workout. Or they have just one area where everything happens. We combine multiple fitness modalities into one space,” Toro said. “You don’t need to go anywhere else.”
