The Podcast / EP 101
Inside X4: How a Hybrid Training Model Became a High-Revenue Gym Brand | Episode 101.
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.
What this episode covers
Some brands take off because of luck.
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.
Rebranding X4 to reach broader demographics, including people preparing for hiking, skiing, and adventure travel.
- Intro
- Chris Wade's Background and X4's Origin
- Expansion and Franchising of X4
- Challenges and Successes of X4
- Future Vision and Market Strategy
From the show notes published with this episode. Numbers and outcomes above are the episode's own claims, not independent verification.
Gym Marketing Made Simple, hosted by Sherman Merricks. Find the show on Spotify, Apple Podcasts and YouTube. This page streams the episode audio directly above.