Raising The Bar: How A Small Tennessee Gym Became a Leading Wellness Club, Proving People Want “More Than A Gym”

From a single private gym concept sketched on a napkin to a growing, multi-location chain, Carbon Performance sets the standard for what a premium gym should be

NASHVILLE, TN, UNITED STATES, September 16, 2026 /EINPresswire.com/ — The fitness industry is in the middle of a paradigm shift. In 2026, people are focused on longevity over aesthetics alone and expect their gym membership to include services and amenities that support whole-body health.

A premium gym is only worth it if it provides a complete wellness ecosystem under one roof and one membership. Carbon Performance was built around this holistic health model years before it was predicted to be the future of fitness.

When Brent Laffey and his wife, Victoria, opened their first Carbon gym in 2020, they had no idea gym expectations were about to shift, nor did they anticipate their small passion project would grow into a multi-location performance and longevity club many prefer over large corporate names like Life Time and Equinox.

The idea for Carbon was created because Brent, a former bodybuilder and supplement industry entrepreneur, couldn’t find a gym in the Nashville area that met his standards of serious training culture, advanced recovery, and an elevated member experience.

“My choices were a luxury fitness club with decent recovery amenities or a serious lifting gym with the equipment and environment I wanted,” said Brent Laffey, co-founder and owner of Carbon Performance.

“I wanted the best equipment and a hardcore training environment, but with the kind of quality you would expect from a five-star hotel. I couldn’t find that combination anywhere, so I built it.”

The original 4,000-square-foot concept in Franklin, TN, Carbon Culture, combined high-end equipment and a serious lifting culture with the elevated style and attention to detail Brent felt the market lacked.

His vision quickly proved there was a gap in the market. In less than two years, what was intended to be a small private gym outgrew its space twice, prompting a move to a larger facility.

In November 2022, Carbon Culture acquired the nearby 32,000-square-foot Franklin Athletic Club and became Carbon Performance. Within six months, 2,000 new members joined, establishing Carbon as one of the best gyms in the Nashville area for training and recovery.

Their “more than a gym” philosophy also attracted major investors. It was then that the Laffeys realized their concept deserved broader growth. In 2023, Carbon partnered with private equity firm Maxim Partners, gaining the infrastructure, resources, and operational support needed to expand while maintaining the community-driven model that defined its initial success.

“The goal was never to turn Carbon into a cold corporate gym model,” said Victoria Laffey, Co-Founder and Owner of Carbon Performance. “Bringing on investors simply allowed us to be able to expand our unique approach to health and fitness to more locations in Middle Tennessee and into other markets with demand for a community-driven, high-end, performance and wellness club.”

In 2024, Carbon opened its second location in Nashville’s The Nations neighborhood. Soon after, they expanded beyond Middle Tennessee. Carbon Performance Atlanta opened in 2025, followed by the third and largest location in Charlotte, North Carolina, which celebrated its grand opening on July 20, 2026.

With each new location, Carbon has remained true to the values that built its following. Each club has the same culture: specialty strength equipment not found in traditional gyms, an upscale environment with a hometown feel, expert staff and trainers, advanced recovery amenities for whole-body health, and an inclusive atmosphere where elite athletes, bodybuilders, women, and beginners all feel welcome.

However, they also adapt each club to meet region-specific market demands. For example, Carbon Nations features a barbershop and self-defense classes, while Carbon Charlotte offers a 2,000-square-foot women’s-only training area and a reformer Pilates studio.

“We believe the standard should be unmistakably Carbon, but each club should also belong to the community it serves,” said Jerrad Tausz, CEO of Carbon Performance. “We do extensive market research, take note of what is expected from a premium gym membership, then we deliver.”

Looking ahead to the next chapter of evolution from a small “hidden gem” to a leading performance and longevity club with four gyms across three states, Laffey says they aren’t chasing a location count, but do have aggressive expansion plans, both geographical and with the brand itself.

“We are excited to continue growing and bring the Carbon culture and member experience to new cities,” says Laffey. “I hope in five years we have ten gyms in seven or eight states, not only to prove our integrated wellness ecosystem model works, but to show more people what a premium gym should be.”

Next on the expansion lineup is Carbon Performance Salt Lake City by the end of 2026, marking Carbon’s first move outside the Southeast, with additional markets to follow.

About Carbon Performance

Carbon Performance is a multi-location wellness brand offering a performance-driven, science-informed approach to strength training, recovery, and nutrition. Their “more than a gym” holistic gym model integrates elite equipment, structured personal training and nutrition coaching, advanced recovery infrastructure, and an inclusive community to help members achieve measurable, lasting results.

Carbon Performance currently operates locations in Franklin and Nashville, Tennessee; Atlanta, Georgia; and Charlotte, North Carolina, with additional locations planned. To learn more about Carbon Performance, visit www.carbonperformance.com.

Stacy McCloud
Aroluxe
stacy@aroluxe.com
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Written By: EIN Presswire