The question most operators never ask until they have already built the wrong thing is this: what are members actually paying for? Not what they say they want when they sign up. What they stay for, refer from, and talk about five years later.
Todd Durkin asked that question before he built IMPACT-X Performance, and the answer changed the model entirely. IMPACT-X is not a gym that added wellness services. It is a longevity clinic that also trains people, and the difference between those two framings is the entire business model.
Durkin is a two-time NFLPA Trainer of the Year, a best-selling author, and the founder of Fitness Quest 10 in San Diego, recognized as one of the top training facilities in the country. If you are an operator trying to understand how the longevity market creates a structurally different revenue model, his IMPACT-X franchise is the clearest working example available.
“The reason I built IMPACT-X Performance was to meet the ever-emerging needs and desires of our clients and members with not only fitness, but in recovery, optimization, and life coaching as well. Stress is at an all-time high, people are as empty as they’ve ever been, and many people are looking to recapture their mojo and energy to previous levels. So I designed IMPACT-X to be an extremely integrated, comprehensive, 360-degree approach to helping one look, feel, and perform their absolute best.”
— Todd Durkin, Founder, IMPACT-X Performance
What the Model Actually Includes
IMPACT-X Performance is built around four service pillars that operate as a system rather than a menu.
Semi-private training runs in groups of up to six, giving members personalized coaching at a price point that makes it accessible without sacrificing coaching quality. Private training serves members who need one-on-one attention for injury rehabilitation, movement pattern development, or specific performance goals. Large group coaching brings high-energy functional fitness to a broader membership base, with coaches calling members by name and programming adapted across fitness levels within the same session.
Recovery services sit alongside the training as a clinical-grade component of the transformation process rather than a perk bundled into the membership price. Life coaching completes the model, addressing the mental and emotional dimensions of performance and wellness that traditional fitness programming consistently underserves. Most facilities address the body. IMPACT-X addresses the person inside it.
The mission language that drives the brand is operational philosophy, not marketing copy. IMPACT-X describes its mission as putting a lighthouse in each community, creating spaces where members come not just to train but to rise, lead, and live at their highest potential. That belief shapes every hiring decision, every service design, and every member interaction inside the facility.
Why the Longevity Positioning Changes the Revenue Model
A traditional gym generates revenue through membership volume. The economics require filling a large space with enough members to cover fixed costs, keeping the price accessible to minimize churn, and competing in a market where boutique studios, home fitness technology, and recovery-only concepts are all pulling at the same discretionary health spending.
The longevity clinic model generates revenue differently. Members are not buying access to equipment. They are buying into a relationship with a system that addresses their training, recovery, and overall well-being in a coordinated way. That relationship commands a higher price point, produces stronger retention, and generates the kind of member loyalty that drives referrals rather than requiring constant acquisition spending to replace churning members.
The semi-private training model is particularly important to the economics. Six members paying for personalized coaching at a rate below private training but above large-group rates generate a revenue-per-session figure that scales without requiring a proportional increase in coaching staff. For operators building toward profitability, that math changes the conversation.
“We don’t reserve this just for IXP members. We bundle this in with our services. To me, there is great opportunity in both the Recovery and the Optimization programs, whether as stand-alone programs or as part of a complete holistic health and fitness model.”
— Todd Durkin, Founder, IMPACT-X Performance
What It Actually Takes to Build This Model
The IMPACT-X model is not a retrofit. Operators considering the longevity clinic positioning need to understand that integrating training, recovery, and life coaching is not achieved by adding services to an existing facility. It requires a different hiring profile, a different coaching culture, and a different relationship with the member from the first conversation.
The hiring profile matters most. A coach who delivers a technically excellent training session is not automatically equipped to operate within a system that also addresses recovery protocols, emotional wellbeing, and long-term lifestyle transformation. IMPACT-X requires coaches who understand their role as one component of a larger system rather than the primary value the member is paying for.
The culture question is equally important. A facility that runs like a longevity clinic treats every member interaction as part of a continuous relationship rather than a transactional session. Coaches know members by name. The recovery team communicates with the training team. The life coaching component informs how goals are set and how progress is measured. None of that happens by accident. It happens because the operator built the systems and the culture to support it before the first member walked through the door.
The honest tradeoff is complexity. Running a longevity clinic model is operationally more demanding than running a traditional gym. The service integration requires coordination that a single-modality facility does not. The staff profiles are more specialized and the member relationship is more intensive. Operators who are not prepared for that complexity will find the model underdelivers on its promise, which damages both the member experience and the business case for building it.
“They must be aligned with our holistic values of delivering fitness, recovery, and life-coaching. If someone wants to have massive impact on people’s lives, the IMPACT-X Performance way of life is a great fit.”
— Todd Durkin, Founder, IMPACT-X Performance
The Opportunity the Market Is Creating
The fitness industry is moving toward integration whether individual operators are ready for it or not. Medspas, contrast therapy franchises, and longevity-focused concepts are opening in markets across the country, and the consumers walking through those doors are the same ones fitness facilities have been trying to retain for years. The facilities that define the next decade will be the ones that understood recovery, mental wellness, and longevity not as add-ons to the training experience but as the reason the training experience exists.
IMPACT-X Performance was built around that understanding from the beginning. The franchise structure gives operators access to the complete system, training methodology, recovery service integration, life coaching component, and operational framework, without having to build every element independently. For operators who have been watching the longevity market grow and trying to figure out where their facility fits within it, the model answers the design questions that most operators are still asking.
The operators who position themselves inside the longevity model now are ahead of a market shift that is already well underway. The question is whether you are building toward it or watching from the outside while the market moves past you.
Related: Dead Time as a Design Problem: How Amber Toole Turned Off-Peak Hours Into a Second Revenue Stream
FitHire — Browse Hybrid Studio & Clinic Roles
Building a longevity clinic model requires coaches and wellness professionals who understand how to operate within an integrated system. FitHire by Coach360 connects operators building hybrid training and recovery facilities with the coaching staff and wellness professionals who are ready to deliver this model at the highest level.
Frequently Asked Questions
What is a longevity clinic studio model and how does it differ from a traditional gym?
A longevity clinic studio model organizes its services around long-term health optimization rather than short-term performance or body composition goals. Where a traditional gym provides access to equipment and classes, a longevity clinic model integrates training, recovery, mental wellness, and lifestyle coaching into a coordinated system designed to produce lasting transformation across years rather than weeks. The business model commands higher price points, stronger member retention, and revenue generated through relationship depth rather than membership volume. IMPACT-X Performance operates on this model, treating recovery and life coaching as core components of the member experience rather than amenities bundled into a membership fee.
What is semi-private training and why does it matter for studio revenue?
Semi-private training groups two to six members with a coach for sessions that deliver personalized programming at a price point between private training and large group fitness. The revenue model is more favorable than large group fitness because each session generates higher revenue per coaching hour without requiring the volume that large group classes depend on. For operators building toward profitability, semi-private training produces a more predictable and scalable revenue stream than either extreme of the training format spectrum, and it creates stronger coaching relationships than large group fitness can sustain at scale.
What does it take to build a hybrid training and recovery studio model?
Building a hybrid training and recovery studio requires a different hiring profile, a different coaching culture, and a different member relationship architecture than a traditional gym. Coaches need to understand their role as one component of an integrated system rather than the primary value the member is purchasing. Recovery staff need to communicate with training staff. Life coaching needs to inform how goals are set and how progress is measured. The operational complexity is real, and operators who underestimate it find that the model underdelivers on its promise. Franchise models like IMPACT-X Performance provide the operational framework that allows operators to build the integrated model without constructing every system component independently.
How does the IMPACT-X Performance franchise model work for operators?
IMPACT-X Performance provides franchise operators with a complete system that includes the training methodology, recovery service integration, life coaching component, and operational framework as a coordinated package. The franchise structure gives operators access to a proven longevity clinic model, the coaching culture and hiring profile that supports it, and the community and brand infrastructure that makes the member experience consistent across locations. Operators considering the model should expect higher operational complexity than a traditional gym franchise and a member relationship that is more intensive and more durable than standard fitness membership models produce.
Jessica Maurer is a fitness industry writer and educator who covers coaching practice, career development, and the business of training for Coach360News.
About Jessica H. Maurer
Jessica is a recognized fitness business consultant and strategist focusing on transforming businesses from overwhelmed to organized. Her international presentations, workshops, certifications, and consultations underscore her commitment to helping fitness professionals and businesses realize their full potential. When Jessica takes the stage, she’s sharing fresh ideas and inspiration that spark positive change. Jessica’s international presentations and consultations are about growth, career transformation, overall wellness, and making fitness a joyful journey. Her expertise spans education, program and instructor development, and brand evolution, making her a key player in elevating the industry. Jessica also played a pivotal role in developing the Mental Well-being Association’s certification for Fitness Professionals., always striving to bring a holistic approach to wellness that’s as uplifting as it is effective.
Jessica has presented at prestigious events like IDEA World, Fitnessfest ACSM Health & Fitness Summit, SCW Mania, AsiaFit, and more. She has worked with brands such as FIT4MOM, SFR, BOSU, Lebert Fitness, Savvier Fitness, SCW Fitness, FitSteps, canfitpro, IDEA, and VIBES music. She also has written content for the IDEA Fitness Journal, canfitpro Magazine, Mental Well-being Association, FIT4MOM, Motherly, and more.
