Joe and Tony Burns, the dynamic brotherly duo behind Burns Gym, have made it their mission to redefine fitness for the care sector, and now, they’re taking their uniquely Scottish brand of wellness to the United States.
Born from a passion for fitness, health, and tradition, Burns Gym was co-founded by Joe and Tony with a clear objective: to enhance the quality of life for elderly individuals living in care homes. What started as a response to the pandemic’s isolation has grown into a thriving enterprise that currently serves over 300 care homes across the UK. With expansion to 400 homes imminent, the Burns brothers are setting their sights firmly on international growth.
From Local Impact to Global Aspirations
During the 2020 lockdown, Burns Gym pivoted swiftly to virtual fitness sessions, offering care homes a vital lifeline to keep residents active, engaged, and connected. Delivering live weekly sessions, often dressed in traditional Scottish kilts, Joe and Tony have successfully blended culture with care, offering a fitness experience that’s as fun as it is beneficial.
The duo’s ambition took a significant leap forward when they joined a Scottish Chambers of Commerce trade mission to Florida in November 2024. The experience sparked the idea that their model could thrive in the US, particularly in nursing homes and assisted living facilities.
"We attended the trade mission to Florida, and it really opened our eyes," explains Tony Burns. "We saw a huge opportunity, and after some market research, decided that global expansion could be a viable and exciting next step."
They reached out to the Scottish Business Network (SBN) and its CEO, Russell Dalgleish, to explore this further. Dalgleish recommended the brothers participate in Tartan Week in New York, an annual celebration of Scottish culture, to launch their US presence. Embracing the advice, Joe and Tony travelled to the East Coast, where they not only marched with SBN in the iconic Tartan parade but also connected with healthcare and business leaders keen to bring a little piece of Scotland to America.
The Power of Connection
Their involvement with the Scottish Business Network proved invaluable. "The network of ambassadors is ridiculous – in a good way!" says Joe. "Their knowledge, their contacts, and their willingness to help us open doors has been phenomenal."
Through SBN, Burns Gym secured meetings with numerous potential clients during their trip, further strengthening their US entry strategy. Separately, they arranged a session at Carnegie East House, an assisted living facility in New York, where they delivered their first live US session – to enthusiastic acclaim.
"The reception we received was incredible," adds Tony. "It gave us real confidence that our programme can make a meaningful impact overseas."
Burns Gym is now close to securing its first US clients, an important first step in replicating their UK success abroad. Their vision is clear: establish a business of similar scale in the United States, while staying true to their mission of improving lives through movement, engagement, and Scottish heritage.
A Model That Works
At the heart of Burns Gym’s success is its subscription-based model. Care homes and facilities subscribe to receive weekly live fitness classes designed specifically for the elderly, blending gentle exercise with social interaction and cultural pride. Alongside the live sessions, on-demand content is also in development to provide even greater flexibility and support.
Unlike many generic online fitness programmes, Burns Gym’s approach is deeply personal. The brothers’ charismatic, kilt-clad presentations aren’t just a gimmick – they’re a celebration of Scottish culture, a reminder of home for some residents, and a talking point that fosters community spirit within facilities.
"It's about more than just fitness," says Joe. "We want to make a real difference to people's quality of life – and bring a bit of Scottish warmth and tradition along with it."
Their work has real, measurable impact. Working with North Lanarkshire Health and Social Care Partnership, Burns Gym has gathered substantial evaluation data showing improved mobility, reduced loneliness, and greater levels of resident participation in activities. They have also embarked on a six-month academic study with the University of Strathclyde to further validate the benefits of their programme.
"We measure the outcomes for every client," notes Tony. "We’re proud to be building a base of real evidence to back up what we know from experience: movement matters, and it can help change lives."
What's Next?
While cracking the US market is a major focus for 2025, Burns Gym’s ambitions don't stop there. Their long-term vision is a truly global platform, delivering culturally connected, engaging fitness sessions to older adults around the world.
“We know there’s a global population of Scots and Scotland lovers,” says Tony. “We want to connect with them through our programming, making fitness something fun, familiar, and full of heart.”
In the short term, the Burns brothers are intent on ensuring their US expansion maintains the standards and values that have made them successful at home. That means a careful, measured approach to growth, partnering with like-minded care providers who share their commitment to improving residents' lives.
As Joe puts it, "We’re not in a rush. We’re about building meaningful relationships and delivering real impact. If we stay true to that, success will follow."
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By Wendy Sneddon