By Stephen P. Smith, Founder and CEO of HOTWORX
When we opened the first HOTWORX studio in Marrero, Louisiana in 2017, the concept was straightforward: combine infrared heat, exercise and infrared energy into a single 3D Training Method that delivers a more efficient workout in less time. The model resonated. Over the past 9 years, HOTWORX has grown to more than 800 studios worldwide, surpassed 400,000 members and earned a #58 ranking on Entrepreneur’s 2026 Franchise 500.
Growth at that pace forces a question every franchisor eventually has to answer: how do you scale the member experience without diluting it? Every new studio, every new market and every new franchisee adds operational complexity. The brands that thrive at scale are the ones that invest in systems that make the experience more consistent, not less.
That is the framework behind our latest innovative tool, TrainingTRAX, an AI-powered personal training system built directly into the HOTWORX Burn Off App for our Sweat Elite members.
Why AI, and Why Now
Members today expect more from a fitness brand than a simple workout. They expect guidance, accountability and visible progress. They want to know what to do, when to do it and whether it is working. For most studios, delivering that level of personalization at scale is cost-prohibitive. A human personal trainer cannot follow every member through every session, and a static workout plan cannot adapt to a member’s pace, history or goals.
AI changes the math. With TrainingTRAX, members complete a goal-setting flow when they activate the feature, choosing their top three priorities. From there, the system generates a customized 90-Day Plan aligned to the HOTWORX 90-Day Challenge, sequencing infrared sauna sessions and FX Zone workouts into a structured routine. The AI coach tracks workout history, monitors trends and uses our proprietary Burn Rate algorithm to keep members accountable to the path they set. An always-available AI Coach Chat layers on real-time guidance and HOTWORX-specific recommendations between sessions.
That structure matters. Rarely is effort the reason members lose momentum. More commonly, it’s due to uncertainty about what to do next. Removing that uncertainty is one of the most underrated levers in fitness retention.
The Body Vision Layer
One of the more interesting features inside TrainingTRAX is Body Vision. Members upload a selfie and a few key data points, and the system generates a personalized avatar of their current physique alongside a projection of their 90-Day goal. We are clear with members that this is not a clinical body scan; it is a motivational tool grounded in the psychology of transformation.
The value is behavioral, as people tend to stay engaged when they can see the destination. By giving members this visual anchor for their goals, we are reinforcing the same accountability loop that the AI coach is supporting on the programming side.
This builds on the same logic that drove last year’s launch of DietTRAX, a nutrition tracking tool that uses voice and image recognition to simplify meal planning. Programming, nutrition, visualization and coaching now live inside one singular app, which means members have one place to go to plan, execute and measure.
Where the Growth Is Headed
The investment in technology is tied to a broader expansion plan. In 2025, we awarded over 215 franchises and opened nearly 100 locations, including our first studios in Canada and Dubai. We also signed Master Franchise Agreements in Mexico and Quebec. We’re proud to have been recognized for this tremendous growth in several Entrepreneur rankings, such as #28 on the 2026 Fastest-Growing Franchises list, #57 on Top Brands for Multi-Unit Owners and #75 on Top Franchises for Veterans.
For franchise owners, the value of an investment like TrainingTRAX is what it does to the unit economics. Structured engagement tools like 90-Day Plans, AI coaching and Body Vision are built to extend member tenure. Because the coaching experience is delivered through the app, franchisees anywhere in the world can offer the same level of personalization without hiring an additional roster of trainers. That consistency is what protects the brand promise as we scale.
Our target is 1,000 open studios by the end of 2026, but perhaps the larger objective is reaching that number without compromising the experience that drove the brand to this scale in the first place. Smart franchising expands capacity and quality at the same rate.
A Connected Fitness Ecosystem
What TrainingTRAX represents, more than any single feature, is a shift in what a HOTWORX membership actually provides, extending well beyond 24-7 access to a studio. With the addition of TrainingTRAX, a HOTWORX membership now includes a connected fitness ecosystem that plans workouts, tracks nutrition, visualizes progress and coaches members 90 days at a time. The studio is the physical anchor of that ecosystem, and the ecosystem extends into every member’s pocket through the Burn Off App.
For franchisors weighing technology investments, my advice is to focus on tools that deliver value on both sides of the equation. The best investments simultaneously serve the consumer and franchisees; that alignment is what keeps a franchise system durable as it scales. The brands that get that alignment right are the ones positioned to lead the next decade of fitness franchising.