What Is the PickUp USA Fitness Franchise Opportunity?
Company Overview and Industry
PickUp USA Fitness is a basketball-focused gym franchise operating in the health and fitness industry. Founded in 2011 by CEO Jordan Meinster, the concept opened its first gym in 2012 in Irwindale, CA. The brand’s unique selling point is combining traditional gym amenities with organized, officiated basketball games and training programs. After launching its franchise program in 2016, PickUp USA has expanded steadily. As of 2024, the company has over a dozen locations open across multiple U.S. states – making it the largest basketball-centric fitness chain in the country. The franchise is headquartered in Pasadena, California, and prides itself on never having closed a location even through challenges like the COVID-19 pandemic.
In the broader context, PickUp USA participates in the booming U.S. fitness club industry (valued around $30 billion+ annually). The concept taps into the popularity of basketball – one of the most played sports – and the consumer demand for boutique, specialized fitness experiences. Industry reports prior to 2020 projected boutique fitness (niche gyms focused on specific activities) to more than double in value within a few years. This indicates strong underlying interest in specialized gyms like PickUp USA that cater to a specific passion. By focusing on basketball enthusiasts, PickUp USA Fitness carves out a niche within this large fitness market, aiming to attract members willing to pay a premium for a tailored experience. The company positions itself as a premium, community-oriented fitness club where members of all skill levels can enjoy the game in a structured, friendly environment.
What Franchisees Get
Services & Business Model: A PickUp USA Fitness franchise offers a full suite of gym services centered around basketball. Each club features full-size basketball courts along with traditional weight training and cardio areas. The signature service is pickup basketball games with referees on duty, bringing organization and fair play to casual games. Beyond open gym play, franchisees can offer group and private basketball training, youth development leagues, competitive tournaments, and other basketball-focused programs for both adults and kids. This multi-revenue-stream model means a location can earn income from membership dues, personal training fees, youth league registrations, tournaments, and even ancillary product sales (e.g. branded apparel or sports drinks).
Support and Systems: PickUp USA emphasizes that it’s a “work but no guesswork” franchise model. Franchisees receive extensive support from day one. The corporate team assists new owners with site selection and lease negotiations, helping find a suitable large facility (typically to house multiple basketball courts and gym equipment). They also guide owners through financing options, and in fact the franchisor has relationships with third-party lenders to help cover franchise fees, equipment, buildout, and even payroll if needed. Initial training is comprehensive: PickUp USA provides about 124 hours of training (46 hours classroom, 78 hours on-the-job) to teach franchisees how to run the gym, manage operations, and deliver the branded services. New owners learn the proprietary game queuing system, customer service standards, marketing, and all aspects of gym management.
Ongoing, franchisees benefit from continuous support including marketing assistance (national and regional advertising, social media strategies, a custom website, SEO, etc. are provided by corporate). The franchisor’s operations team helps plan the club’s grand opening and provides coaching on day-to-day operations and member retention. According to the company, every franchisee has direct access to corporate support staff “at all times” and the franchisor remains “by your side for the life of the business”. This includes periodic field visits, an intranet platform for franchisee communication, and tools like proprietary management software to run the gym.
Customer Base: The target customers for a PickUp USA Fitness franchise are individual consumers – both adults and youth – who love basketball and fitness. Unlike a commercial cleaning business (which serves corporate clients on contract), a PickUp USA club relies on B2C membership sales and program fees. Members typically pay monthly dues for access to the facility and pickup games, similar to a traditional gym membership, and may pay additional fees for training sessions or leagues. This means franchisees are marketing directly to local residents: sports enthusiasts, parents of young athletes, and anyone looking for a unique fitness experience. The community aspect is key – many members join not just for exercise but to be part of a basketball community. A franchise owner’s role includes fostering that community and delivering a great customer experience so that members stay and new ones join via word of mouth. It’s worth noting that this consumer-focused model can have churn (e.g. members might cancel or freeze memberships during slow periods or economic downturns), making customer service and local marketing critical. In contrast, the commercial cleaning industry serves mostly business clients on long-term contracts, which tends to create more predictable recurring revenue. We will compare these dynamics in detail later.
Startup Costs and Ongoing Fees
Investing in a PickUp USA Fitness franchise requires a substantial upfront commitment. According to the franchise’s 2024 Franchise Disclosure Document (FDD), the initial investment ranges from about $350,000 up to $1.2 million. This range includes everything needed to open the doors: the franchise fee of $45,000, build-out of the gym space, sports court installations, workout equipment, signage, initial inventory, insurance, and working capital to cover expenses until the club reaches breakeven. The exact cost varies based on factors like the facility’s size and location – a larger gym with multiple courts or an expensive real estate market will push costs to the higher end. (Some sources previously listed the minimum investment around $533k, but newer figures suggest some franchisees have managed leaner build-outs around the mid-$300k range, possibly by choosing smaller facilities or leasing equipment.)
In addition to the one-time build-out costs, franchisees must meet certain financial criteria. PickUp USA requires a minimum net worth of around $300,000 and liquid capital of $100,000 for candidates. These requirements ensure the owner has the financial stability to secure a commercial lease and sustain operations initially. There are also incentives for certain buyers – for example, military veterans receive $5,000 off the franchise fee as a thank-you for their service.
Once open, a franchisee will pay ongoing fees to the franchisor. The royalty fee is 6% of gross sales. This is a typical royalty rate in the fitness franchise segment and goes toward continued use of the brand and systems. There’s also a national marketing fund contribution of about 1–2% of gross sales (the FDD notes 2% for brand fund, while some sources mention 1% – it may be that 1% is the current charge, with up to 2% allowable). This advertising fee helps fund system-wide marketing, digital advertising, and brand promotion to benefit all franchise locations. Besides these, franchisees should budget for standard business expenses: rent or mortgage on the gym space, utilities (a large gym with lights and AC can have high utility bills), payroll for staff (each club typically needs ~10 employees including front desk, trainers, and referees), insurance, equipment maintenance, and local advertising to attract members in their community.
Earnings Potential: A critical question is what kind of revenue and profit can be expected given the high investment. The PickUp USA franchise is still emerging, and performance has varied widely across locations. According to one franchise industry analysis, the average gross revenue per PickUp USA Fitness club was only around $84,900 annually, which is significantly below the broader fitness industry average (roughly $316,000 for comparable fitness franchises). This low average likely reflects that many franchises are new and not yet at full capacity – indeed, half of the current clubs opened in just the last year or two, so their first-year revenues drag the average down. It may also indicate challenges in ramping up membership quickly. On a more positive note, the CEO has highlighted at least one top-performing franchise (in Houston) that achieved outstanding results. Unofficially, we’ve seen reports that a high-performing PickUp USA gym can generate over $2 million in annual sales with healthy profitability, proving that the concept can reach impressive numbers in the right market conditions. However, prospective owners should be aware that such outcomes are not guaranteed – they require strong execution, local demand for basketball, and hands-on effort. The franchisor’s mantra “work but no guesswork” is apt: success will take work (this is not a passive, absentee franchise), but you will have a playbook to follow rather than starting from scratch.
In summary, PickUp USA Fitness offers entrepreneurs a chance to run a business in a fun, passion-driven industry – but it comes with a high startup cost and the typical risks of the fitness business (competition, membership turnover, and significant operational expenses). Next, we’ll put this into perspective by comparing the basketball gym business to another arena you might be considering: the commercial cleaning industry.
How the Industry Itself Compares
When evaluating franchise opportunities, it’s important to compare not just two brands, but the industries they operate in. Many people drawn to PickUp USA Fitness are passionate about sports or fitness. However, they might also be looking at other opportunities like a cleaning business franchise, which offers a very different day-to-day experience and economic model. Here, we’ll compare the fitness/gym industry exemplified by PickUp USA to the commercial cleaning industry (the arena where Assett Franchise operates). Both industries have appeal, but they differ in practical, financial, and operational ways. We’ll be honest in assessing each – and we’ll highlight why commercial cleaning often comes out ahead for long-term stability, scalability, and profitability.
PickUp USA Fitness Industry Advantages
Every industry has its upsides. For potential franchisees considering PickUp USA Fitness, here are some advantages of the fitness/gym industry (and the PickUp USA model specifically):
- Growing Health & Wellness Trend: There’s enduring demand for fitness services. The U.S. fitness club industry generates tens of billions in annual revenue and has historically grown around 7% annually. A concept like PickUp USA taps into both the fitness craze and America’s love of basketball. This means a large potential customer pool: millions of people play basketball recreationally, and many parents seek quality programs for their kids. In theory, a successful club can build a loyal community of members who stick around for years for both fitness and social connection.
- Unique Niche with Passionate Customers: PickUp USA Fitness is the first and only full-service basketball-focused fitness franchise in the U.S.. Being unique gives it a competitive edge against generic gyms. Basketball enthusiasts are passionate – by catering specifically to them, franchisees can capture a market that big-box gyms or standard health clubs don’t serve well. This specialization can foster strong word-of-mouth. Members feel they belong to a club built around their favorite sport, not just another gym. The excitement of competitive games, leagues, and the presence of referees on court add to the appeal and can justify premium pricing for memberships and training programs.
- Multiple Revenue Streams: Unlike some simple business models, a PickUp USA gym can earn money in varied ways. Membership dues provide recurring income each month. On top of that, there are add-on revenues: personal training packages, group clinics, youth league fees, event rentals, merchandise sales (like jerseys or sports drinks), etc. This diversification means a franchise isn’t relying on just one source of revenue. For example, if membership growth is slow one season, a well-run club could boost cash flow by promoting private coaching packages or hosting a paid youth tournament. This multi-stream model can be robust if managed well.
- High Customer Engagement: In the service of fitness, you often get to make a positive impact on people’s lives. Franchise owners and their staff become local community figures, helping kids develop athletic skills or giving adults a healthy outlet. For many entrepreneurs, this hands-on, community-oriented aspect is rewarding. It’s a people business: you see your customers regularly, you build relationships on the court and in the gym. If you’re someone who’s leaving a corporate job to “do something you love,” running a basketball gym can indeed be fun and fulfilling on a daily basis (especially if you’re a sports fan yourself).
- Backed by Fitness Industry Growth: Prior to 2020, boutique fitness franchises were exploding in popularity. While the pandemic was a setback, the industry has rebounded with people eager to return to in-person activities. Investors continue to see fitness as a growth sector. As a PickUp USA franchisee, you’d be part of this larger health and wellness movement. The franchisor cites “strong industry data” and consumer willingness to pay a premium for specialized fitness experiences as a rationale for its model. For example, a dedicated basketball adult might pay more for a membership here than they would for a basic gym, because of the unique value (organized games and a like-minded community).
Of course, these advantages come with corresponding challenges. To fairly compare industries, we also must look at what running a basketball gym entails versus running a cleaning business. Let’s examine how the commercial cleaning industry stacks up, and why many entrepreneurs ultimately find it a better fit for long-term success.
Compared to Commercial Cleaning Industry
The commercial cleaning industry offers a fundamentally different business environment from fitness clubs. By most measures, it has significant advantages in stability, scalability, and simplicity. Consider the following points that highlight why a commercial cleaning franchise (like Assett Franchise) can be a stronger opportunity, especially for first-time business owners:
- Massive Market Size & B2B Clientele: Commercial cleaning is a $100+ billion industry in the U.S., serving virtually every type of commercial building – offices, schools, medical facilities, warehouses, retail stores, and more. Unlike a gym, which targets individual consumers in a local radius, a cleaning business targets business clients (B2B). Every office or facility you pass by needs cleaning by someone. This market is so large and fragmented that no single company dominates it. That means huge opportunity for a new entrant: even a small slice of the local market can translate into high revenue. Also, serving businesses often means larger contract values than individual consumer sales – a single commercial cleaning contract might be worth thousands per month, equivalent to dozens of gym memberships.
- Essential and Recession-Resistant: Cleaning is not a luxury or trend; it’s a necessity. Companies must keep their premises clean for health, safety, and professionalism, in all economic climates. Historically, the cleaning industry has proven to be recession-resistant. Even in downturns when consumers cut discretionary spending (like gym memberships), businesses still require cleaning services to operate. In fact, during crises such as the COVID-19 pandemic, commercial cleaning became more essential than ever, with heightened demand for sanitization – whereas fitness clubs faced mandated closures. This resilience means as a cleaning franchise owner, your revenue is more insulated from economic swings. Cleaning is “always needed, in good times and bad,” whereas a fitness franchise might struggle during a recession or public health event.
- Recurring Revenue Contracts: Long-term contracts are the norm in commercial cleaning. As a franchisee, you typically secure agreements to service a client’s facility on a recurring schedule (e.g. 3 times a week, or nightly janitorial services). These B2B contracts often last a year or multiple years and auto-renew. The result is a very predictable cash flow month to month. In contrast, a gym’s revenue is based on monthly memberships that individuals can cancel at any time, and gym income can fluctuate seasonally (e.g. New Year’s rush vs. summer slowdowns). Cleaning contracts lock in revenue and create an annuity-like business – you do the work consistently and bill regularly. For the franchise owner, this means less worry about constantly “selling” to new customers; you build up a stable portfolio of accounts that provide recurring income year-round.
- Low Cost of Entry, High Income Potential: Starting a cleaning business costs far less upfront than building a brick-and-mortar gym. A commercial cleaning franchise often has a lower initial investment (no expensive real estate or large equipment to buy). With Assett Franchise, for example, owners don’t need a large office or storefront – you can start home-based and scale up. Yet, the income potential can be very high. Thanks to the large contracts and scalability, it’s realistic to grow a cleaning franchise to $1M+ in annual recurring revenue in a reasonable timeframe. In fact, Assett’s model is specifically designed to reach the seven-figure revenue mark with a lean operation. Importantly, you can achieve this without the $500K-$1M upfront cost that something like PickUp USA requires. The combination of lower risk (less capital at stake) and higher upside (big market, big contracts) makes commercial cleaning extremely attractive from an ROI perspective.
- Semi-Absentee Operation Possible: Running a gym typically demands a very hands-on, full-time commitment from the owner. (PickUp USA’s FDD explicitly notes that absentee or part-time ownership is not allowed – owners are expected to be deeply involved, according to entrepreneur.com.) By contrast, a commercial cleaning business can be structured to run semi-absentee, meaning the owner can put in as little as 5-10 hours per week once the business is established. How? The cleaning work is done by crews that you can hire and manage, and much of the scheduling can be systematized. Assett Franchise, in particular, is built for owners who want to work on the business, not in it. It’s feasible to keep your day job initially or focus on big-picture growth while delegating the nightly cleaning tasks to trained staff. This flexibility and work-life balance is a major draw for many people leaving corporate careers – they want a business that doesn’t completely consume their time.
- Scalable Without Major Capital Expenditures: To grow a gym franchise, often you’d have to invest in more space or more equipment (which could mean opening additional locations for true scale). Growth can be lumpy and capital-intensive. In commercial cleaning, scaling is simpler: you add more customer contracts and hire more cleaning crews. You don’t need expensive facilities or heavy machinery. The business can scale in a relatively linear fashion – each new client adds revenue well above the incremental cost of labor and supplies to service that client. You won’t need to lease new storefronts or buy costly gear; cleaning equipment is basic and affordable (mops, vacuums, etc., many clients even provide some supplies). This means a cleaning franchise can grow aggressively without big reinvestments or debt. It’s a nimble model that can expand quickly when demand is high.
- Less Competition and Commodity Pressure: While both fitness and cleaning are competitive industries, the nature of competition differs. The gym market in any city is often saturated – dozens of options from budget gyms to specialty studios all vying for the same fitness consumer. It can be hard to stand out (PickUp USA does so by focusing on basketball, but still must compete with general gyms, YMCAs, etc., for members). In commercial cleaning, the market is fragmented and largely served by small independent operators. No single cleaning company has dominant market share, and with the right approach, a franchise brand can quickly become a top provider in a local area. Moreover, cleaning is not subject to fads or customer whims the way fitness can be (e.g. today’s hot workout trend might be passé next year). It’s a steady, in-demand service with a straightforward value proposition – cleanliness, reliability, and cost-effectiveness win contracts. A strong franchise system can outcompete mom-and-pop cleaners on professionalism and scale, without having to reinvent services constantly.
- No Seasonal or Emotional Consumer Factors: Many service businesses that target homeowners (like lawn care, mosquito control, etc.) have seasonality – not so for commercial cleaning. Offices need cleaning year-round, on a steady schedule. Also, selling B2B is often more about providing a needed solution and less about tapping into consumer emotions. People might skip the gym when they “don’t feel like it,” but businesses won’t skip cleaning their facility because it’s not optional. This leads to more consistent demand and less volatility in revenue. It also means as an owner, you spend less energy on marketing gimmicks or retention strategies; your focus is on service quality and relationship management with clients, which is easier to control.
In short, the commercial cleaning industry offers a cleaner path (pun intended) to building a stable, scalable company. You benefit from essential demand, recurring B2B income, and lower operating complexity. Next, let’s see how Assett Franchise specifically leverages these industry advantages, and how it compares to PickUp USA Fitness in execution.
How the Assett Franchise Compares
Assett Franchise is a commercial cleaning franchise brand built around many of the advantages we outlined above. For someone evaluating PickUp USA Fitness versus Assett, it’s important to understand how Assett’s model is tailored for simplicity, high potential, and owner-friendliness. Below, we break down a few key ways Assett differentiates itself – from systems and revenue model to support and company culture.
Simpler Systems, Bigger Potential
One of the first things to note is that Assett Franchise is already operating in the commercial cleaning industry, with all the inherent benefits that brings (essential services, huge market, recurring B2B revenue, etc.). The franchise was designed specifically for entrepreneurs who want to build a million-dollar business by working smarter, not harder. Compared to running a gym, running an Assett cleaning franchise involves far simpler daily operations. There is no large facility to maintain or expensive equipment to manage. Scheduling cleaning crews and maintaining quality can largely be systematized. Assett provides franchisees with a full business playbook – even if you have no prior industry experience, you can follow the proven processes to get started quickly. In contrast to a fitness club, where an owner might need industry passion or knowledge to engage customers, in cleaning you mainly need good business management practices (which Assett teaches you).
Despite the simpler model, Assett offers big potential. Thanks to long-term contracts and the ability to take on multiple clients, an Assett franchise can build to $1M+ in recurring revenue relatively fast. This level of revenue, achievable without hundreds of employees or multiple locations, speaks to the scalability of the model. Assett is built for owners who want to work on the business, not in it – meaning you focus on growth, client relationships, and strategy, while leveraging systems and team members to handle the cleaning work. This is very different from something like PickUp USA, where the owner often finds themselves managing day-to-day gym operations, dealing with members onsite daily, etc. With Assett, you can step back and orchestrate the business at a higher level. It’s a semi-absentee friendly model – some owners put in just a few hours a week managing key hires and checking in on metrics, and still see strong results. Ultimately, Assett marries a simple operational framework with the high income ceiling of the cleaning industry, giving franchisees an efficient path to growth.
Automated Hiring = Time and Money Saved
Ask any service business owner what their biggest headache is, and they’ll likely mention hiring and retaining employees. Assett Franchise tackles this challenge head-on with an automated hiring system that is a game-changer for franchisees. Essentially, Assett has developed technology and processes to continuously recruit, vet, and onboard qualified cleaning staff so that the franchise owner doesn’t have to spend countless hours on Craigslist ads or interviewing candidates. The system keeps a pipeline of pre-screened cleaners, ready to step in as your business grows or as turnover happens.
For an owner, this means you save 20–30 hours per week that you would otherwise have to devote to HR tasks. (If you value your time, or consider what you’d pay a hiring manager, that’s a huge cost saving.) It also means you can expand to take on new cleaning contracts without worrying if you’ll have enough staff – the automated system scales your workforce alongside your customer base. This is a stark contrast to many small businesses (and many franchises) where growth stalls because the owner is stretched thin trying to recruit employees manually.
In a gym franchise like PickUp USA, while the franchisor does assist with some hiring guidelines, the owner typically has to find and manage trainers, front desk staff, and referees themselves. Turnover can be disruptive and time-consuming. Assett’s approach virtually eliminates the biggest bottleneck in service businesses. By ensuring a consistently high-quality workforce is in place, Assett franchisees maintain service quality at scale and free themselves from daily HR grind. This lets you focus on landing more contracts and managing client relationships, which are the activities that truly drive growth and profit. In other words, Assett’s automated hiring not only saves time and money – it also de-risks your growth, making sure labor capacity never limits your revenue. For a franchise owner who values efficiency, this system is a critical advantage that few other franchises (in any industry) offer.
Personalized and Founder-Led
Another area where Assett Franchise stands out is its company culture and leadership approach. Assett is a family-owned franchise founded by Matt Pencarinha, and it has not been gobbled up by private equity or venture capital. Why does this matter? Because in franchising, the philosophy and accessibility of leadership can profoundly affect the support you get as an owner. Assett’s franchisees are not just “numbers” in a portfolio – they are partners in a close-knit franchise family. Matt Pencarinha and the leadership team are directly accessible to franchise owners, meaning you can get real mentorship and guidance straight from the people who built the business as stated in bizbuysell.com. This kind of personalized support is rare in larger franchise systems (many of which, like some big gym chains, might be owned by investment firms more focused on rapid expansion than individual franchisee success).
Assett’s approach is very community-focused and mission-driven. The company’s goal isn’t to churn out hundreds of sales at any cost; rather, they want to ensure each new franchisee is a good fit and will uphold the brand’s values in their local community. As a franchisee, you benefit from this ethos because it means strong alignment of interests – the franchisor truly cares about your long-term success, not just the initial franchise fee. Assett keeps the lines of communication open. Whether you need advice on closing a big client or you’re facing a challenge with an employee, you can expect hands-on help.
In practice, this “founder-led” mentality creates a supportive environment somewhat akin to a business coach or partner guiding you, rather than just a corporate manual. Compare this with a franchise like PickUp USA Fitness: while they also provide support and have a passionate founder (Jordan Meinster) at the helm, the nature of the gym industry and the complexity of each unit might limit how personalized their support can be (especially as they grow toward dozens of locations). Assett’s simpler model allows its support team – including the founder – to really dial in on individual franchisee needs. As a result, owners feel heard and helped at every step. For someone new to entrepreneurship, this level of guidance can make all the difference in confidence and execution.
Lastly, because Assett is not owned by private equity, they have the flexibility to prioritize franchisee success and satisfaction over just hitting growth targets. Many franchise systems that get bought out see changes like increased fees or reduced support as the new owners seek ROI. With Assett being family-run, you can trust that decisions are made with a long-term perspective and a genuine care for the brand’s reputation and the franchisee community.
Final Thoughts
Both PickUp USA Fitness and Assett Franchise present intriguing opportunities, but they are suited to different types of entrepreneurs. If you are an avid basketball or fitness enthusiast who dreams of running a gym and fostering a sports community, the PickUp USA Fitness franchise might initially appeal to you. It offers the chance to turn your passion into a business and to be on the ground, actively engaging with customers in a fun, energetic environment. For the right buyer – someone who wants a very hands-on, customer-facing role and doesn’t mind the higher investment and operational complexity – PickUp USA Fitness has its strengths. The concept is unique and could thrive in areas with a strong basketball culture. Just be mindful that it requires full commitment, and the financial returns, while potentially high for a top performer, have not yet been proven across the board.
On the other hand, Assett Franchise offers more advantages for someone who prioritizes scalability, stability, and flexibility. If your goal is to build a scalable, stable business with low operational complexity, Assett checks those boxes. The commercial cleaning model is straightforward and time-tested – there’s minimal risk of the concept becoming obsolete or suffering from consumer fads. You’re dealing with a predictable recurring revenue stream thanks to B2B contracts, which means you can project your income and growth with greater confidence. The risk is lower not only because of the essential nature of cleaning, but also because your upfront costs are more modest and within your control (you won’t suddenly need to invest in, say, a new basketball court or expensive machine to stay competitive).
Assett’s modern, systems-driven approach (like the automated hiring platform) makes it a business built for executive ownership. This is ideal if you’re coming from a corporate background and want a business that can leverage your leadership skills without chaining you to daily grunt work. It offers minimal risk and often a faster ROI because you ramp up quickly with paying contracts and don’t carry the heavy overhead that a gym does. Plus, with the personalized support from a founder-led team, you’re never navigating challenges alone.
In the end, the decision comes down to your personal goals and what you want your life as a business owner to look like. PickUp USA Fitness will appeal to the heart of a sports lover, but Assett Franchise is likely to win the head (and wallet) of someone seeking a reliably profitable enterprise. Assett gives you a path to business ownership that works for your life – not the other way around. It’s a chance to step into entrepreneurship with a proven playbook in a recession-resistant industry, and to do so with the backing of a family-run franchisor that’s invested in your success.
If you’re exploring franchise opportunities and want a model that can deliver long-term income, flexibility, and control — we’d love to show you how Assett Franchise can help you build a business that works for your life. Visit https://assettfranchise.com to connect with our team and learn more.
