• Loading stock data...
Thursday, October 9, 2025

Ninja Nation Brings American Ninja Warrior to Sports Fitness World

ninja-nation-gyms
Photo Courtesy: Ninja Nation

Photo Courtesy: Ninja Nation

American Ninja Warrior has become one of the most popular sports shows on television through a blend of daring athletes, diverse activities and overall difficulty. But can the show’s core tenets be transposed onto a viable business model in the fitness space?

That’s the bet of Ninja Nation, a company dedicated toward building gyms specifically geared to the emerging sport of ninja. After opening its first location last June, the company is up to three total facilities between the Denver and Dallas suburbs and, according to CEO Wayne Cavanaugh, about 60,000 unique participants across all three locations. It’s a passion project for Cavanaugh, a self-described “recovering corporate guy” and longtime youth sports coach who wanted to channel his background in health and wellness business into “something really positive for the community and the world.”

“What I liked about ninja, in particular, was it really hit home with what I’d seen a lot in youth sports, which is the ability to really connect with kids [and] instill in them some awesome experiences along with some great values,” he continues. “With that was born was kind of this idea of launching the world’s best ninja facility or set of arenas and launching that with some of the greatest athletes in the sport of ninja as well.”

READ MORE: La Liga Looks to Seize Opportunity in U.S. Soccer Market

The company’s overarching goal is to sign up 1,000,000 unique participants, or “heroes” in Ninja Nation parlance. It plans to get there with a business model that cuts in two different directions. The first is through creating a space for elite athletes to train for upcoming seasons of the show. Cavanaugh’s first hire in Colorado was Geoff Britten, one of the first two Americans ever to achieve “total victory” and complete the entire ANW obstacle course. Two of the company’s coaches, Karsten Williams and Jonathan Bange, as well as four athletes who train at the facility will take part in the next series of tapings for ANW.

But Ninja Nation’s real target demographic lies in the youth space with kids from about five- to 15-years of age. Cavanaugh believes it’s an especially under-served area by their competitors in the ninja space, and the company’s goal is to make their gyms a space that kids where kids can play, train and compete. To that end, in addition to standard curriculum, Ninja Nation has tried to game-ify as much of its space as possible via RFID wristbands that allow the user to earn points by unlocking achievements throughout the gym and eventually level up.

The endgame is taking the already-experiential model of fitness to another level, a strategy that, according to John Peters, vice president of development for the Sports & Fitness Industry Association, is right in line with other companies like SoulCycle, Orangetheory, TopGolf and Brooklyn Boulders as they attempt to engage younger audiences.

[mc4wp_form id=”8260″] i

“Ninja Nation as well as these other things… is playing on the long tail of fitness with Gen Z and Millenial consumers because they’d much rather do a fun color run or maybe it’s a Spartan Race or a night-time run that is more game-ified,” he says. “I would expect this Ninja Nation concept to at least create new fitness experiences for a new demographic.

“Will it be successful? We’ll have to see, but it’s right on trend with the macro trends going on with Gen Z and Millenials.”

While the sport of ninja is still “in its basic infancy,” as Cavanaugh puts it, Ninja Nation nevertheless faces a steep battle to carve out a strong market share. For one, according to the SFIA’s 2019 Topline Participation Report, more than 27% of Americans don’t participate in any type of physical activity. Those that do, meanwhile, have an ever-expanding menu of options to choose from in the fitness world. That’s especially true in the war for repeat business given younger demographics’ preference for flexibility over consistency.

“Millenials and Gen Z like to sample stuff,” Peters says. “So it wouldn’t surprise me to see them try Ninja Nation maybe once a month and switch over to rock climbing or a Peloton bike or a SoulCycle class. They definitely like the experiential and being able to be in control of being able to pop in and out.”

READ MORE: 26 x 26 Targets Unprecedented Philanthropy for 2026 World Cup

Cavanaugh, however, is hardly deterred. His corporate background includes ample experience in raising capital, and he says Ninja Nation has been working with third-party organizations to organize a franchising strategy, with plans to formally launch a franchising program by mid-summer.

“We understand there’s a big demand for business folks looking for an opportunity like the one we provide,” he says. “We’re really looking to grow as fast as we can handle it, and I think the franchising path, given the amount of interest is there, is a terrific and solid opportunity for us to meet our ‘one million heroes’ goal.

That would give Ninja Nation a market share worthy of the name.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Ballers in Philadelphia
exclusive

Backer of SlamBall, Ballers Armed With $150M for New Fund

The fund will offer sports and entertainment companies deals that don’t involve equity.
Paul Cartier

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.

Featured Today

Nov 17, 2024; Pittsburgh, Pennsylvania, USA; Pittsburgh Steelers fans wave Terrible Towels against the Baltimore Ravens during the fourth quarter at Acrisure Stadium

Steelers’ Irish Roots Are Deeper Than NFL Dublin Game

The Steelers have history and the foundation for a future in Ireland.
FARMINGDALE, NY - SEPTEMBER 23: Rory McIlroy of Team Europe hits out of the rough on the first hole during the 2025 Ryder Cup at Bethpage State Park on Tuesday, September 23, 2025 in Farmingdale, New York.
September 25, 2025

Ryder Cup in New York: Record-Setting Hopes and Fan Concerns

Organizers anticipate record attendance and revenue, but worry remains about fan behavior.
FARMINGDALE, NY - SEPTEMBER 22: Cameron Young of Team USA hits his tee shot on the third hole during the 2025 Ryder Cup Practice Round at Bethpage State Park on Monday, September 22, 2025 in Farmingdale, New York.
September 23, 2025

U.S. Ryder Cup Players Will Be Paid. Not Everyone Is Pleased

Americans are receiving a $200,000 stipend, and not everyone is pleased.
Cheryl Reeve
September 21, 2025

How Cheryl Reeve Turned the Lynx Into the WNBA Gold Standard

Reeve has Minnesota six wins away from an unprecedented fifth WNBA title.
Sponsored

Trailblazer Cal Calamia Is Racing for ‘Advocacy, Storytelling, and Performance’

The marathoner wants excellence—not just inclusion—to be the goal for non-binary athletes.
Sponsored

‘Run With the Competition’: Ultra Trail Runner Lotti Brinks Is Back With..

Ultrarunner Lotti Brinks is ready to make her first Courmayeur-Champex-Chamonix podium in her HOKA Mafate 5s.
Sponsored

Top Esports Athletes Will Compete for National Glory in the Esports Nations..

The new biennial event, starting in 2026, kicks off a monumental next era for esports.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
Sponsored

Win. Advance. Repeat: The Professional Fighters League’s Rise to Prominence 

As of 2025, PFL has introduced a World Tournament format, where every fighter must battle through a high-stakes bracket to reach a championship.
The 2018 Ragin' Crossfit Games are held at Blackham Coliseum in Lafayette.
March 14, 2025

CrossFit for Sale After Years of Drama and Attrition

The intense fitness workout got popular in the early 2000s.
Sponsored

How On Location is Redefining the Olympic Winter Games Hospitality Experience

As the Olympic Winter Games Milano Cortina 2026 approaches, On Location—the Official Hospitality Provider—is redefining luxury hospitality.
Sponsored

How On Location is Redefining the Olympic Winter Games Hospitality Experience

As the Olympic Winter Games Milano Cortina 2026 approaches, On Location—the Official Hospitality Provider—is redefining luxury hospitality.