Across the fitness industry, a new question is echoing through studios: what’s next after HIIT and reformer classes? With saturation at an all-time high, retention rates dropping, and staff fatigue mounting, it’s clear that the current model has hit its ceiling.

It appears the next wave of fitness is no longer fueled by turning up the volume on your speakers or faster reps, but about intelligence. By intelligence, we mean measuring how the body moves, recovers, and sustains performance over time.

That’s where True Movement comes in.

Founded in Canada by Erin Baker, the brand has built a reputation on three words that sound simple but change everything: stability, mobility, and strength. It’s a system trusted by athletes across the NHL, CFL, and NCAA, and it’s now making its U.S. debut through franchise expansion led by Beth Potter.

From Necessity to Leadership

As if by cosmic coincidence, Beth didn’t exactly plan to enter fitness. She reached a point in her own life when change wasn’t optional anymore. The process reshaped her body, her mindset, and eventually, her career. People noticed, asked questions, and the path to coaching began.

Over time, that personal mission evolved into something larger. 

After years in consulting and operations for boutique studios, she saw a gap between purpose and profitability, and she realized True Movement filled it. She signed to open the first U.S. location within the same week. 

“I met Erin over two years ago and immediately thought, they’re onto something,” Potter says. “I was consulting in the industry and I’d seen almost everything. But True Movement felt different.”

Inside the Method

The True Movement Method® can be summed up as biomechanics made practical.

• Restoring Posture starts the process. Instructors identify five foundational body-awareness issues, stabilize the deep core, and align joints into their optimal shock-absorption positions. 
• Increasing Mobility comes next, adding range and neuromuscular control through multi-plane movement and off-center shifts that train balance under load.
• Only then does the system focus on Enhancing Performance, using the patent-pending True Movement Platform® engineered with high-resistance springs that build lower-body strength without overloading joints.

The result? A training environment where recovery and progress can exist in one setting. That precision is why professional organizations from North Dakota Hockey to the Seattle Thunderbirds have adopted the Method within their seasonal programs.

Expanding Recovery Intelligence

True Movement’s approach doesn’t stop at training. The brand has integrated wellness modalities that turn recovery into a new revenue vertical, especially when it can increase member retention rates by 30 percent. These services also enhance the quality of your members’ experience while expanding the studio’s business model. 

• HaloSauna, a fusion of infrared heat and dry-salt therapy, promotes circulation, respiratory health, and deep relaxation in one session. 
• IV Vitamin Therapy, administered by nurse practitioner Reichelle Prefontaine, delivers targeted hydration and nutrient support for faster recovery and long-term performance.

Building Careers, Not Just Classes

Potter’s leadership also tackles an industry problem few address: limited career pathways.

Every role at True Movement (customer success, trainer, manager, regional leader) fits into a growth system. Instructors are taught to convey and relay information in a tailored manner, far from cold and scripted. They learn to analyze movement, interpret recovery data, and guide members beyond the session. That expertise builds retention on both sides of the business: clients and staff.

“We’re not just building studios,” Potter explains. “We’re building a future where professionals in this space can build real careers, not just short-term jobs.”

Why It Works

The numbers speak for themselves.

• Wellness is a $5.6 trillion industry. 
• Recovery-based services are growing 33 percent faster than traditional fitness models. 
• True Movement studios generate $40 to $70 more in average member value per person compared to industry norms.

In the end, members stay longer because they feel stronger without pain. Staff stay longer because they’re developing real careers. Investors stay engaged because the unit economics make sense.

Final Thoughts

Beth Potter and Erin Baker share a belief that the future of fitness will favor intelligence over intensity. True Movement’s blend of education, recovery, and performance is not borne out of trends or cultural shift, but of this necessity to set a new standard.

“We don’t train people for 6 weeks,” Potter says. “We train them for 60 years.”

In a sector saturated with formats and fads, True Movement is building something rarer: a franchise that moves people forward physically, professionally, and financially.

About Robert James Rivera
Robert is a full-time freelance writer and editor specializing in the health niche and its ever-expanding sub-niches. As a food and nutrition scientist, he knows where to find the resources necessary to verify health claims.