Eat The Frog Fitness Franchise Costs, Fees & Owner Salary (2023)









May 2, 2024


Eat The Frog Fitness

a franchise?

Eat The Frog Fitness

Headquartered in Flower Mound, Texas, Eat The Frog Fitness is a franchise of fitness studios that empathizes with procrastination and the difficulty of getting to the gym. Its facilities offer 57-minute coach-led workout sessions to help their guests on their fitness journey.

The Fitness Franchise was cofounded in 2015 by business entrepreneur Joe Culver and Olympic gold medalist Brian Clay, who brought together a well-crafted science-based training program to give their members a personal experience.

Its name was inspired by Mark Twain’s famous quote, "Eat a live frog first thing every morning, and nothing worse will happen to you for the rest of the day."

Eat The Frog Fitness began franchising in 2016, and by 2022, the chain had opened 26 franchises in the US.

Driven by its AI approach and customized personal prescriptions to help franchisees attract and retain members and become equal market players in the growing fitness industry, Eat The Frog Fitness continues to positon itself as one of the fastest growing franchises.

How many

Eat The Frog Fitness


are there?

In 2022, there were
outlets in
the United
States, of which
are franchises, and
are corporate-owned.

What are the

Eat The Frog Fitness



Advertising fee


Initial Franchise Fee

The initial franchise fee for "Eat The Frog Fitness" is a nonrecurring, nonrefundable amount of ($39,000). However, if a franchisee enters into more than two franchise agreements simultaneously, the initial franchise fee for each additional franchise agreement beyond the second will be reduced to $29,000. This fee is due and fully earned upon signing the franchise agreement.

Royalty Fee

Franchisees are obligated to pay a weekly royalty fee, which is seven percent (7%) of the studio's Gross Sales from the preceding week.

Marketing Fee (Marketing Fund Contribution)

Franchisees must contribute to the Marketing Fund an amount equal to one percent (1%) of their studio's Gross Sales every week. However, this contribution can be increased to two percent (2%) upon providing a thirty (30) days prior-written notice to the franchisee. This fee is nonrefundable and is payable in the same manner as the Royalty.

Note: The fees presented here can be found in the Item 5 of the Franchise Disclosure Document. For a complete list of all the fees borne by the franchisee, please consult the Franchise Disclosure Document.

How much does

it cost

to start a

Eat The Frog Fitness


It costs between
to start a
Eat The Frog Fitness
Type of Expenditure Amount
Initial Franchise Fee $29,000 - $39,000
Initial Interior Build-Out $200,000 – $300,000
Interior and Exterior Signage $15,000 – $25,000
Furniture, Fixtures and Fitness Equipment $50,000 – $60,000
Audio/Video System, Equipment and Supplies $45,000 - $55,000
Computer System, Equipment and Supplies $5,000 - $10,000
Utility Deposits $500 – $1,000
Opening Retail Inventory and Office Supplies $10,000 – $15,000
Business Licenses and Permits $1,000 – $2,000
Professional Fees $2,000 – $5,000
Insurance $1,500 – $4,500
Training: Living and Travel Expenses $5,000 – $10,000
Pre-Sale Advertising Program $15,000 – $20,000
Grand Opening Advertising $15,000
Rent and Lease Deposit $15,000 – $25,000
Additional Funds - 3 months $20,000 – $50,000

Note: The table above provides a snapshot of the main costs associated with starting the most common franchise format (as disclosed in the Item 7 of the Franchise Disclosure Document). For a complete overview of all the expenses involved with the various formats offered by the franchisor, please consult the Franchise Disclosure Document.


Eat The Frog Fitness



to its


Eat The Frog Fitness

Manager Training

This training is designed for franchisees or their Operating Partners and, if applicable, their General Managers. The training focuses on the material aspects of operating a Studio. The Manager Training consists of 20 hours of classroom training and is conducted at the franchise's training site, which could be in Seattle or Anacortes, WA.

Both the franchisee (or their Operating Partner) and the General Manager must complete this training to the franchise's satisfaction before offering any Pre-Opening Membership Sales. There is no fee for the Manager Training, but franchisees are responsible for costs associated with attendance, including travel, lodging, and transportation.

Coach’s Training

This training is provided to up to ten individuals designated by the franchisee as coaches for their Studio. The Coach’s Training focuses on the Curriculum and consists of 7 days of training at the franchisee's Studio. All coaches must be certified by the franchise before teaching at the Studio.

The franchise may also permit the franchisee to offer certification programs at their Studio for training prospective coaches. There is no fee for the Coach’s Training, but additional costs may arise if the franchisee conducts a certification program at their Studio and sends video recordings for review.

Experience On-Boarding

This training module consists of 16 hours of on-the-job training and is conducted at the franchise's training site, which may be in Seattle or Anacortes, WA.

Technology & Systems

This module is dedicated to the technological aspects of the franchise and consists of 8 hours of on-the-job training. It is also conducted at the franchise's training site in Seattle or Anacortes, WA.

Pre-Sales Training

This training is focused on pre-opening membership sales and consists of 40 hours of on-the-job training at the franchisee's Studio.


Eat The Frog Fitness




The franchise does provide a form of territory protection by ensuring that no other studio operates within a 2-mile radius of an existing franchisee's studio.

Can a

Eat The Frog Fitness


be run as

a passive


The franchise cannot be run purely as a passive investment. Either the franchisee or an appointed Operating Partner must be directly involved in the management and supervision of the franchise on a full-time basis. If neither the franchisee nor the Operating Partner can fulfill this role, a General Manager who has undergone specific training must be appointed to oversee the franchise's operations.

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