The impact of corporate fitness in financial services

Since 2021, a leading financial products and services company headquartered in Boston has trusted HealthFitness to provide fitness center management and programming for its more than 42,000 employees. Together, we’ve evolved the program from a traditional fitness center offering into a more holistic, personalized wellbeing experience designed to engage employees wherever they work. 

The Challenge 

With employees spread across five states and eight locations, the client wanted to ensure everyone had access to a meaningful, equitable wellbeing experience — regardless of whether a fitness center was available at their site. 

The challenge was to evolve the program from what the previous vendor offered, expanding it beyond traditional fitness center offerings. The solution needed to foster connection, increase access and participation, and provide a scalable experience for the large, geographically dispersed workforce.

Where We Took It 

The partnership began with an opportunity to redefine the role of fitness and wellbeing across the organization, creating intentional ways for employees to connect and engage. 

To reach employees at locations without fitness centers, we introduced group exercise offerings and implemented a portfolio-wide anchor event strategy featuring four signature wellbeing experiences each year. These programs created shared opportunities for employees across locations, while providing a repeatable model that can be delivered consistently at scale. 

Two longstanding examples are 5K Your Way and the 9/11 Memorial Stair Climb, both gained steady increases in participation for four consecutive years.  The broader fitness center experience includes facilities ranging from 4,500 to 10,000 square feet, with group exercise studios, strength and cardiovascular equipment, recovery offerings, and outdoor recreation areas with courts and walking trails.

Programming includes: 

• New member orientations 
• Fitness assessments 
• Personal training 
• Group exercise classes 
• Sports-specific conditioning 
• Health education and wellness sessions 
• Composition screenings 
• Recreation leagues 
• Recharge Rooms, including Hyperice Normatec, and massage chairs

The Impact 

Growing memberships 

Utilization: 23% average increase across eight fitness centers

Key utilization measures, on average, have increased, including: 

• 23% increase in unique participants with four or more visits 
• 22.4% increase in total check-ins 

The results reflect growth in both the number of employees using the fitness centers and the frequency of their visits. 

Growing demand for personal training 

Personal Training: 2,100+ sessions in 2026

In response to frequent requests from employees, personal training was added as a fitness center offering in 2023. To appeal to various interests, motivation levels, goals, and budgets, participants have the option of one-on-one, buddy, and small group sessions, as well as specialty training programs designed for specific goals and populations (e.g. weight loss, midlife, sport-specific conditioning, etc.). 

Expanding recreation offerings 

Recreation: 66% average increase from 2025-206

Recreation programming has expanded across four of the five fitness center sites, with the fifth site adding a Sport Court in September 2026. Offerings include pickleball, basketball, volleyball, tennis, street hockey, cricket, softball, soccer, flag football, 9-hole disc golf, cornhole, ping pong, kickball, ultimate Frisbee, and snowshoeing. 

Expanding recovery 

Recovery: 3,725+ bookings in 2026

As recovery offerings gained traction at fitness center sites, HealthFitness expanded access to Hyperice Normatec Legs across all fitness centers, with the option to reserve dedicated Recharge Rooms. 

Impact of engagement beyond the fitness center 

Group exercise: 71% average increase since 2024

At the client’s four sites without fitness centers, weekly group exercise offerings have increased since launching in 2023, providing more consistent opportunities for employees to participate in fitness and wellbeing programming. 

Today, support has grown from a team of 18 to 27 full-time fitness professionals. By combining comprehensive fitness center management with scalable, portfolio-wide programming, HealthFitness has expanded access, and increased program engagement across a geographically dispersed workforce.

We are good at what we do 

With 180+ clients across 400 sites, our support includes workforces like yours:

• 20+ financial workforces
• 94% client satisfaction rating
• 11-year average financial client tenure
• 90% member satisfaction rating
• 48% membership rate