What FITLAB does

FitLab Inc. is a Newport Beach, California-based private holding company (Delaware-incorporated, founded 2021) that acquires and operates a portfolio of more than ten fitness, sports, and wellness brands organized across three divisions: equipment (Assault Fitness, RPM Training, Electric Eyewear), boutique fitness studios (Y7 Studio, Mile High Run Club, Racked Studio, and the now-closed Nike Studios joint venture), and events (Ragnar relay races, XPT performance training). The company also maintains digital/AI platforms branded as Fitplan and a testing/tracking/transformation suite intended to unify data across the portfolio. Co-founded and co-led by Brian Kirkbride and Mike Melby, FitLab pursues growth primarily through acquisition rather than organic product development.

The company generates revenue through four streams: hardware sales (AssaultBike, AssaultRower, AssaultRunner, RPM equipment), recurring studio memberships and class packages across nine owned locations, brand licensing (notably the Nike Studios partnership now terminated), and event/experience registrations (Ragnar relays, XPT expeditions). GTM is hybrid: direct-to-consumer through studios and equipment e-commerce, channel partnerships (the Gosaga agreement to deploy 250 East Coast studios), and sales-led B2B for equipment into gyms, CrossFit boxes, military, and collegiate athletics. Marketing leans heavily on earned media and podcast endorsements from Joe Rogan, Andrew Huberman, and Anthony Vennare, with placements in ESPN, Forbes, Men's Health, Wall Street Journal, New Yorker, and LA Times. Pricing is not publicly disclosed at the holding-company level; individual brands set their own pricing.

FitLab has raised over $65 million across multiple rounds ($15M seed in January 2022, $10M in March 2023, $35M credit facility from Atlas Credit Partners in March 2024) and filed a $50M SEC Form D private placement. The strategic trajectory shows accelerating M&A through 2025, a major geographic expansion partnership for the East Coast, and a defensive restructuring in 2026 following the closure of the Nike Studios joint venture.

Name

FITLAB

Legal name

FitLab Inc.

Website

https://fitlab.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

101–250 employees

Short description

FitLab Inc. is a Newport Beach-based holding company that acquires and operates more than ten fitness brands across equipment (Assault Fitness, RPM, Electric), boutique studios (Y7, Mile High Run Club, Racked), and endurance events (Ragnar, XPT), serving fitness enthusiasts, gym operators, military, and collegiate athletics.

Ownership category

akta.pro rank

Product category

Boutique Fitness & Sport Lifestyle Holding Company

NAICS

Fitness and Recreational Sports Centers (713940), Sporting and Athletic Goods Manufacturing (33992)

SIC

Services-Membership Sports & Recreation Clubs (7997), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Functional Fitness / Cross-Training Groups (HSADABAH)

akta.pro secondary industries

Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Endurance & Running/Cycling Training (HSADAAAG), Strength & Conditioning Bootcamps (HSADABAB), Consumer Health Wearables & Fitness Trackers (Wellness Monitoring) (HLAHACAJ)

Keywords

• Boutique fitness studios
• Fitness equipment
• Sport lifestyle brands
• Performance training
• Endurance events

Headquarters

HQ city

Newport Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Hardware Sales: Sale of fitness equipment including AssaultBike, AssaultRower, and AssaultRunner through Assault Fitness brand; RPM Training equipment and apparel sales.
2. Studio Memberships and Classes: Recurring revenue from boutique fitness studio operations including Y7 Studio, Mile High Run Club, Racked Studio, Nike Studios (now closed), and XPT experiences.
3. Brand Licensing and Partnerships: Licensing revenue from partnerships such as Nike Studios, and branded merchandise through Electric Eyewear and RPM Training.
4. Events and Experiences: Revenue from Ragnar trail and road relay races, XPT expeditions and training camps, and competitive events.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

FitLab is a holding company that acquires and manages a portfolio of fitness, sports, and wellness brands. Its portfolio includes boutique fitness studios (Y7 Studio, Mile High Run Club, Racked Studio, XPT), fitness equipment manufacturing (Assault Fitness — AssaultBike, AssaultRower, AssaultRunner; RPM Training), action sports eyewear (Electric), endurance relay events (Ragnar), and a digital fitness planning platform (Fitplan). Across these brands, the company offers group fitness classes, equipment sales, training camps, and AI-enabled digital fitness testing and tracking.

Product overview

FitLab operates as a holding company that acquires and manages fitness, sports, and wellness brands, organized across three divisions: equipment brands (Assault Fitness, RPM Training, Electric Eyewear), boutique fitness studios (Mile High Run Club, Racked, Y7 Studio, Nike Studios), and events (Ragnar Relay, XPT). The company also offers AI and digital platforms for testing, tracking, and transformation. FitLab functions as a multi-brand portfolio platform rather than a single unified product, with proprietary technology supporting brand operations across equipment manufacturing, studio fitness, and experiential events.

Differentiator

Problem solved

Functional benefit

Brands

• Assault Fitness: Fitness equipment manufacturer - AssaultBike, AssaultRower, AssaultRunner
• Electric
• RPM Training
• Y7 Studio
• Mile High Run Club
• Racked Studio
• Nike Studios
• Ragnar
• XPT

Products and services

• Assault Fitness Equipment (AssaultBike, AssaultRower, AssaultRunner) Commercial and consumer-grade cardio equipment line including the AssaultBike, AssaultRower, and AssaultRunner. Designed for fitness enthusiasts, gyms, CrossFit boxes, collegiate athletics, and military customers seeking high-performance, low-joint-stress training equipment.
• Electric Eyewear Premier action sports and training eyewear brand providing style and performance-oriented sunglasses and accessories for action sports and fitness consumers.
• RPM Training Equipment and Apparel High-quality, innovative functional fitness equipment and apparel line built around the principle that functional training is the foundation for a full and adventurous life. Sold to fitness enthusiasts and commercial buyers.
• Y7 Studio Yoga Classes Heated, candlelit, music-infused yoga classes featuring the WeFlowHard® workout format. Sold to consumers as class packages and memberships at studio locations.
• Mile High Run Club Classes Treadmill-based interval and strength training running classes in a lights-flashing, music-bumping group environment. Sold to consumers as class packages and memberships.
• Racked Studio Weightlifting Classes First-of-its-kind boutique gym offering weightlifting classes that build strength and aesthetics, combining proven bodybuilding techniques with the energy of a group training environment. Sold to consumers as class packages and memberships.
• XPT Performance Training World-class performance training system based on the Breath. Move. Recover. methodology for elite performance. Includes XPT expeditions and training camps for consumers seeking extreme performance experiences.
• Ragnar Relay Races Epic trail and road relay races through scenic courses, offering endurance and team-based adventure racing experiences to consumer participants.
• Fitplan Digital Fitness Platform Digital fitness planning platform delivering guided workout programs to consumers, complementing FitLab's studio and equipment offerings.

Quantifiable outcome

• Expansion to 250 studios planned on East Coast through Gosaga partnership

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core and major.

• GosagacoreStrategic or Co-development Partner · 11 September 2023FitLab partnered with Gosaga to bring 250 fitness studios to the East Coast. This strategic expansion partnership aims to accelerate geographic growth by leveraging Gosaga's regional presence and operational capabilities.
• NikemajorStrategic or Co-development Partner · 1 January 2023Nike partnered with FitLab to launch Nike Studios, a boutique fitness concept featuring group fitness classes led by Nike Trainers. The partnership was structured as a co-branded studio model with FitLab operating the studios under Nike branding. The partnership ended in 2026 when Nike closed or suspended operations across all locations, with most transitioning to other FitLab-owned brands.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Xponential Fitness: Public holding company (XPOF) operating boutique fitness brands including Club Pilates, CycleBar, StretchLab, Row House, and AKT. Closest analog to FitLab's multi-brand boutique fitness and licensing/franchise model with master franchisee-led studio expansion.
• Peloton Interactive: Connected fitness hardware (Bike, Tread) plus subscription content platform. Comparable to FitLab's Assault Fitness hardware-and-content thesis and Fitplan digital asset within a portfolio context.
• F45 Training: Global functional training and HIIT boutique franchise network. Direct comparator to FitLab's Racked and group-training studio division and to the franchise/licensing-led expansion model FitLab is pursuing with Gosaga.
• Orangetheory Fitness: Large group personal training studio franchise with technology-driven performance tracking. Comparable to FitLab's data-driven boutique studios (MHRC, Racked, XPT) and tech-enabled performance measurement story.
• Barry's Bootcamp: Premium boutique fitness operator combining treadmill/cardio HIIT and strength training in a branded studio format. Closely aligned with FitLab's MHRC and Racked disciplines and premium positioning.
• CorePower Yoga: National heated yoga and fitness studio chain owned by KSL Capital. Direct comparator to FitLab's Y7 Studio acquisition on studio format, heated yoga positioning, and chain-rollout economics.

Broad incumbents

• Life Time Fitness: Large premium multi-format fitness operator (LTH) running destination athletic clubs plus digital, spa, and events. Comparable to FitLab in operating owned premium fitness locations at scale and integrating programming, retail, and digital experiences.
• Equinox: Premium fitness club operator also owning SoulCycle and related boutique brands. Highly relevant comparator for FitLab's premium boutique-studio strategy and cross-format member experience.
• Under Armour: Global athletic apparel and connected fitness brand (MapMyFitness). Comparable to FitLab's apparel-adjacent businesses (RPM Training, Electric Eyewear) and broader sport-lifestyle positioning.

Others

• Nike: Former JV partner through Nike Studios (closed 2026). Relevant as a benchmark for sport-lifestyle brand authority, athletic apparel breadth, and the scale of capital FitLab partners with or competes against in the boutique fitness space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/fitlabinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries10 records

Funding overview

Funding rounds3 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments4 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FITLAB