Some brands take off because of luck. Others take off because the model is so dialed in that the market can’t ignore it. X4 is one of those models built, tested, and refined inside a competitive landscape where most gyms struggle to stand out.
Welcome to Gym Marketing Made Simple, the show focused on helping boutique gyms grow with clear strategies that keep revenue moving in the right direction. Every episode breaks down what’s working so owners can make confident decisions without getting lost in complicated tactics.

Episode Highlights
This episode takes a close look at how Chris Wade created X4, a training model that blends strength, conditioning, and high-intensity intervals into four stations that challenge members in new ways. Chris shares how the brand moved from a local experiment to a franchised concept with locations outperforming traditional gyms. The conversation covers performance, operations, branding, and the strategy behind taking X4 into new markets.

Episode Outline

• Chris shares his background in football, CrossFit, and the early days of his first gym.
• The moment he realized there was space for a hybrid concept that wasn’t CrossFit and wasn’t Orange Theory.
• How X4’s four-station structure was developed and why it creates a more dynamic experience.
• The buildout process and what changed when he added 3,000 sq ft to test the model.
• What led CrossFit affiliates to adopt X4 and see higher revenue.
• Why the team shifted from an affiliate model to franchising.
• How the Homewood and Mountain Brook locations became top performers.
• The challenge of running CrossFit and X4 under the same roof—and the systems needed to keep experiences distinct.
• Why X4 leans heavily on programming science to keep workouts fresh.
• How features like front desk staff, cold towels, and premium amenities strengthen retention.
• Plans for Huntsville, Auburn, Chattanooga, Rome (GA), and other markets.
• How X4 evaluates a market before entering.
• The role of partners like Lasso and Push Press in brand direction.
• Rebranding X4 to reach broader demographics, including people preparing for hiking, skiing, and adventure travel.
  

Action Taken

• Develop a pre-opening playbook for new franchise locations.
• Coach franchise owners on customer experience and day-to-day operations.
• Open the X4 Hoover location.
• Launch X4 Mid City (Huntsville) in March 2026.
• Launch X4 Auburn in Fall 2026.
• Open X4 Chattanooga.
• Open X4 Rome, GA
  

Episode Chapters

00:00 Intro

05:16 Chris Wade's Background and X4's Origin

07:23 Expansion and Franchising of X4

09:40 Challenges and Successes of X4

12:14 Future Vision and Market Strategy

Conclusion
Chris’s story highlights what happens when a concept is built with intention and refined through real-world experience. X4 isn’t just expanding—it’s proving that thoughtful programming, strong operations, and a premium experience can reshape expectations inside the boutique training space. This conversation sets the stage for the second half, where even more of the model’s strategy comes to light.

CTA
To get support with marketing and sales systems for your gym, book a free call and see how Lasso helps fitness brands grow revenue with simpler, more effective strategies.

Supporting Information

Book a free strategy call: 

👉 https://www.lassoframework.com/

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