He built a $250M nutrition company. Now, he’s scaling a luxury fitness empire.
What’s up Gym World?
Brent Laffey turned a 4,000 sq ft passion project into one of the fastest-growing gym chains in the country. It started when he couldn’t find a strength gym he liked—so he built one.
As a competing bodybuilder, he wanted a gym that had everything in one place:
- Clean aesthetics that felt like a 5-star hotel
- On-site nutrition and supplements
- Recovery services
That passion project eventually grew into Carbon Performance, a 32,000 sq ft premium gym in Tennessee with top-tier equipment, locker rooms, med spa services, a café, a barbershop, recovery amenities, and more—all starting at just $75/month.
Through years in the bodybuilding industry, Brent built relationships with top influencers, bodybuilders, and former Mr. Olympias. He used those connections to build a strong brand and create a luxury fitness experience on par with Life Time at a fraction of the cost.
So, we brought him on the pod for a closer look and how he did it:
Here’s the summary: 👇
Carbon Performance roots
Brent Laffey was a college athlete who got into the sports supplement industry after graduating. He worked at a manufacturing firm, then co-founded Armada Nutrition in 2015, which partnered with brands like RAW Nutrition, Ghost, and C4.
💬 Armada started in a 5,000 sq ft facility but quickly expanded. In 2016, Brent bought a 330,000 sq ft building, then grew to two locations with a combined 700,000 sq ft of manufacturing space. He worked there as it scaled before making a successful exit.
While running the company, Brent was competing in bodybuilding and along the way, built relationships with top bodybuilders and former Mr. Olympias, including Chris Bumstead (CBum), John Meadows, Brandon Curry, and Jay Cutler. But he couldn’t find a gym he liked to train in.
As an entrepreneur, he wanted to build one inside his manufacturing facility as a side project, but HR shut the idea down over liability concerns. In 2019, he sold Armada, which gave him:
- Time to focus on new ventures
- Financial freedom to invest in them
- Opportunity to start the gym elsewhere
💬 Brent stayed on the leadership team until 2022 while also working on what started as Carbon Culture (now Carbon Performance). By then, Armada had grown to 800+ employees and $250M in just 7 years.
The following year, he and his wife found a 4,000 sq ft space and opened Carbon Culture. It was meant to be a private gym, but after a grand opening event featuring CBum, John Meadows, and Brandon Curry, demand soared.
There was a CrossFit gym next door, and even though Brent had never done CrossFit, he wanted the space. So he took over, adding another 4,000 sq ft.
By 2022, business was doing well, but Brent wanted to change the model to grow. He learned that smaller facilities limit revenue opportunities, so to scale, he needed to go more premium and get more space.
Instead of a traditional gym, he was interested in a destination gym model—a place where members could get everything in one spot, like a five-star hotel. This meant offering wellness and recovery services, high-end equipment, retail, and more to create a full luxury fitness experience.
💬 We’ve seen plenty of small gyms on the pod maximize revenue. We’ve also seen gyms succeed with a destination modellike Brent’s.
Around that time, a property manager told him about a 32,000 sq ft space behind his gym that was about to become available. It belonged to a struggling gym whose lease was ending. Seeing the opportunity, Brent signed the deal and worked out an agreement to:
- Keep some of their members
- Buy their equipment
- Offer their members a discounted first year
💬 Fun fact: The gym didn’t even know their lease wasn’t being renewed—Brent was the one who told them.
He took over the facility in June 2022 and transformed it into his dream gym by:
- Rebranding to Carbon Performance for stronger branding and SEO (he thought “Carbon Culture” sounded like a coffee shop)
- Upgrading the equipment with top brands like Arsenal Strength, Prime Fitness, Atlantis, and Panatta
- Investing heavily in design and aesthetics, blending a hardcore training vibe with modern, upscale decor and lighting
Here’s the before and after 👇
Carbon Performance opened in November 2022. CBum attended the launch, along with 1,000 prospects.
Six months later, it had 2,000 members.
💬 In 2023, Brent found an operating partner to help him grow. He considered franchising but was advised it wasn’t the right fit. The partnership gave him the resources to expand.
In July 2024, he opened a second 30,000 sq ft location, which he says grew even faster than the first. Now, he’s preparing to open a third location in Atlanta, GA.
Carbon Performance today
I first heard about Carbon Performance from a viral post someone sent me. It stood out because it’s part of a bigger trend in the fitness industry.
For years, the market has been dominated by two types of gyms:
- Budget gyms like Planet Fitness
- Luxury clubs like Life Time with pools, pickleball courts, and spas
Meanwhile, mid-tier gyms have struggled. But now, a new wave of destination gyms is filling the gap. These gyms:
- Focus on strength training with high-end equipment
- Offer fewer lifestyle amenities but a better training experience
- Create a one-stop shop for strength, recovery, and community
We’ve seen this model succeed with gyms like Ethos, Absolute Recomp, and SOMA. Carbon Performance is proving it again.
The model
Carbon Performance calls itself a premier destination for health and wellness for all fitness levels. It attracts everyone from professional bodybuilders to working professionals looking for a premium training environment.
The 32,000 sq ft facility is designed for high-level training, featuring premium equipment organized by muscle group, plus high-end amenities like:
- A med spa inside the gym—Relive Health, a wellness franchise offering hormone therapy, IV therapy, aesthetic treatments, and blood panels
- Saunas and cold plunges for recovery
- Towel service
- Posing rooms
- A smoothie bar
- A retail store
The gym can comfortably fit 4,000–5,000 members, with memberships from $75 to $200 per month to keep it more accessible and affordable.
💬 At Carbon’s Nashville location, there are two separate buildings. Performance members train in one, while Elite and Edge members have their own private gym. A walkway connects both buildings, keeping the the experience exclusive for higher-tier members.
All members have access to the gym and group classes, including:
- Barbell
- Yoga
- Cycling
- Mat Pilates
- HIIT
And personal training is available at an additional cost.
💬 Brent says most revenue comes from memberships, with up to 45% checking in daily. Most commit to a one-year membership.
He also drops supplements and lifestyle merch every 4-6 weeks, and they sell out fast.
Brent has launched multiple gyms and found that a 4-5 month presale helps fill them fast. He builds momentum through:
- Paid ads
- SEO and organic marketing
- Community events like open houses and charity drives
- Partnerships with top-tier bodybuilding personalities for seminars, meet-and-greets, and product launches
💬 Jay Cutler and CBum have visited and hosted events at Carbon Performance multiple times. With over 30 million followers combined, their posts and tags give the gym massive exposure and build brand awareness.
To improve leadership, delegate more effectively, and create better balance, Brent works with an executive coach. Carbon Performance also follows the Entrepreneurial Operating System (EOS) to keep the business running smoothly.
With 50-60 staff, the team:
- Holds weekly meetings
- Hosts open forums for feedback
- Sets quarterly goals
They also use SWOT Analysis to assess strengths, weaknesses, opportunities, and threats—helping Brent make better business decisions and plan for growth.
💬 Brent’s goal is to break even within the first six months of opening—and so far, he’s done it with both locations. He credits a strong presale, effective marketing, and brand awareness for his success.
No fluff recap
Brent couldn’t find a gym he liked, so he built one. What started as a passion project is now one of the top destination gyms in the market.
In this 30-second video, he explains what Carbon Performance is and why he created it: 👇
Carbon Performance Nations (@carbon_nations) • Instagram reel
When I asked what’s next, Brent said he plans to add 2-3 locations per year over the next 3-4 years. Each will be between 28,000-40,000 sq ft and include:
- Elite equipment and recovery
- A café
- A barbershop + lifestyle amenities
- Lounge areas for community
- A women’s area
- Med spa services (courtesy of Relive Health)
💬 Most multi-location gym owners keep their locations consistent for a uniform experience. Brent is taking a different approach—each Carbon Performance location will have its own vibe based on the market. For example, the West Nashville location features art and graffiti to reflect the city's culture.
He’s being strategic about expansion by analyzing demographic data to find the right markets. But he believes this destination gym model will succeed in major metro areas. First, he’ll expand into Atlanta, Charlotte, and Tampa before going nationwide.
💬 With memberships ranging from $75–$200/month and high-end amenities, Carbon Performance offers a Life Time-level experience at a fraction of the cost. It wouldn’t be surprising to see it pull members from gyms like Life Time and other premium fitness clubs.
For more insights on the business, watch or listen to Brent’s interview on Gym World.
‘til next week,
j
📣 P.S. If you liked what you read, then tell another gym owner to subscribe to the newsletter.
