What WellWay does

WellWay is a private, multi-location wellness club operator founded in 2017 and headquartered in Plymouth, Minnesota, with five owned physical sites spanning Florida (Babcock Ranch, Cape Coral, Clermont), Missouri (Liberty), and Minnesota (Plymouth), plus a Virtual Concierge offering. The company delivers a tiered membership model — Core Wellness ($99/month), Core Wellness + Training ($159/month), and a premium Concierge Wellness tier capped at 4 new members per month — built around a proprietary "Five Foundations of Health" framework (Movement, Nutrition, Recovery, Sleep, Resilience). Its underlying technology stack combines clinical-grade diagnostics (InBody body composition, non-wearable sleep monitors, grip strength and pulse oximetry devices), a 172-gene 3x4 genetic test, and comprehensive lab panels (71+ biomarkers) to generate longitudinal member health data, with dedicated Registered Dietitian Wellness Advisors interpreting results and adapting plans.

The company monetizes through three primary streams: (1) recurring membership subscriptions across the three tiers, (2) one-time fees for lab/diagnostic panels ($229–$599) and per-session services such as massage ($59–$169), coaching ($50/session), Dry Float ($20–$30), and Normatec compression ($15/session), and (3) B2B revenue from Corporate Wellness Programs and Club & Community Partnerships, in which WellWay designs, builds, and operates wellness facilities for employers, private clubs, and luxury residential communities. Customer segments include affluent individuals seeking personalized health optimization, employers seeking measurable ROI on wellness benefits, private clubs/residential communities seeking differentiated amenities, and athletes (supported by the Plymouth Performance & Longevity Center and Clermont National Training Center co-location). Demand generation relies on a content-led strategy via the WellAdvised blog, organic SEO, Instagram, email capture, and partnership-driven referrals. Capital raised is modest, with a 2023 SEC Form D filing for a $1.5M exempt offering ($750K sold) by Wellway SWFL LLC and a separately reported 2021 funding event, alongside leadership headed by Co-Founder & CEO Chris Schultheis.

Name

WellWay

Legal name

Wellway SWFL LLC

Website

https://wellway.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

WellWay is a private, multi-location wellness club operator (five sites across FL, MO, MN, plus Virtual Concierge) offering tiered data-driven memberships built on genetic testing, lab diagnostics, and biometric assessments, serving affluent individuals, employers, and private clubs/residential communities.

Ownership category

akta.pro rank

Product category

Wellness and Fitness Services

NAICS

Fitness and Recreational Sports Centers (713940), Facilities Support Services (56121), Ambulatory Health Care Services (621)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Facilities Support Management Services (8744), Services-Health Services (8000)

akta.pro primary industry

Wellness Program Design & Accountability Coaching (HSADAGAC)

akta.pro secondary industries

Corporate/Workplace Wellness Coaching (HSADAGAL), Fitness & Wellness Operations Support (On-site Gyms/Wellness Rooms) (IMAIALAL), Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG)

Keywords

• Wellness club memberships
• Corporate wellness programs
• Personalized health assessments
• Lab testing diagnostics
• Recovery therapy services

Headquarters

HQ city

Plymouth

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Monthly recurring membership fees at tiered levels (Core Wellness at $99/month, Core Wellness + Training at $159/month, and Concierge Wellness at $39-59/month depending on location). Membership includes access to facilities, group classes, assessments, and various recovery services depending on tier.
2. Per-Session Services: One-time session fees for individual services including Health and Nutrition Coaching ($50/session), massage therapy (varies by type and duration, $59-$169), dry float therapy ($20-$30/session), and Normatec compression therapy ($15/session).
3. Lab Testing Services: One-time fees for comprehensive lab panels including Complete Wellness Panel ($399), hormone add-ons (+$200), GI testing ($349-$449), genetic testing ($449), and DUTCH tests ($299-$415). These create additional revenue per customer and drive upsell opportunities.
4. Corporate Wellness Programs: B2B revenue stream providing employers with integrated wellness programs including assessments, personalized plans, coaching, and outcome reporting. Revenue generated through corporate contracts and partnerships.
5. Club & Community Partnerships: Revenue from designing, building, and operating wellness facilities for private clubs and residential communities. Includes operations, staffing, programming, and member experience management.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

WellWay operates a network of physical wellness clubs and a virtual concierge program that delivers data-driven, personalized health optimization across five pillars: Movement, Nutrition, Recovery, Sleep, and Resilience. Its core commercial offering is a tiered membership (Core Wellness, Core Wellness + Training, Concierge Wellness) supported by à la carte services such as lab and genetic testing, health and nutrition coaching, massage therapy, red light therapy, dry float therapy, Normatec compression, Pilates, and small group strength training. The company also sells corporate wellness programs and full-service club/community facility design and operations to B2B partners.

Product overview

WellWay is a premier wellness club network offering a tiered, data-driven wellness experience across physical club locations (Babcock Ranch FL, Cape Coral FL, Liberty MO, Plymouth MN, Clermont FL) and virtual services. The core offering is a limited-membership wellness club model centered on the Five Foundations of Health: Movement, Nutrition, Recovery, Sleep, and Resilience. Membership operates across three tiers — Core Wellness ($99/month), Core Wellness + Training ($159/month), and Concierge Wellness (premium, limited to 4 new members/month) — supplemented by a suite of add-on services including Lab Testing & Diagnostics (Complete Wellness Panel, Hormone Panels, GI Mapping, 3×4 Genetic Testing), Health & Nutrition Coaching, Massage Therapy, Pilates, Small Group Strength Training, Red Light Therapy (AuraPBM), Dry Float Therapy, Normatec Compression Therapy, and Health Assessments. The Plymouth Performance & Longevity Center operates as an appointment-based studio with a distinct tiered model. Corporate Wellness Programs and Club & Community Partnerships extend the offering to employers and other organizations. All services are underpinned by Wellness Advisors (Registered Dietitians), comprehensive health data (body composition scans, genetic testing, lab panels), and a white-glove concierge approach. The company also publishes educational content through its WellAdvised blog.

Differentiator

Problem solved

Functional benefit

Products and services

• WellWay Wellness Club Network Full-service wellness clubs offering state-of-the-art fitness equipment, recovery services, group fitness classes, personalized health assessments, and integrated health services for members across the U.S.
• Concierge Wellness Program Premium personalized health optimization program delivering genetic testing, five-pillar wellness planning, unlimited Wellness Advisor access, advanced lab services, monthly video consultations, and continuous plan adaptation for high-touch individual clients.
• Lab Testing and Diagnostics Comprehensive diagnostic testing panels including Complete Wellness Panel (71 biomarkers), Men's/Women's Hormone Add-Ons, Cardiometabolic & Cardiovascular Add-On, GI Map, SIBO, Food Sensitivity Testing, and DUTCH hormone panels. Includes physician review and a 60-minute dietitian interpretation appointment.
• 3x4 Genetic Testing One-time at-home genetic test measuring 172 genes across 36 biological pathways and six core health areas, producing a 30-page personalized report and physician review with expert consultation.
• Health and Nutrition Coaching One-on-one expert nutrition guidance and accountability provided by Wellness Advisors who are Registered Dietitians certified in behavior change coaching, available per session or through membership tiers.
• Massage Therapy Expert massage therapy services including standard modalities (Swedish, Deep Tissue, Prenatal, Senior, Sports) and specialty modalities (Myofascial, Oncology, Mayan Abdominal, Cranial, Manual Lymphatic Drainage) with hot stones and aromatherapy add-ons.
• Red Light Therapy (AuraPBM LED Therapy) Photobiomodulation (PBMT) therapy using non-thermal light at specific wavelengths to stimulate cellular activity, reduce inflammation, improve mental acuity, increase collagen production, relieve muscle and joint pain, and promote sleep hygiene.
• Dry Float Therapy Sensory deprivation therapy using dry float pods to promote muscle and joint pain relief, improved blood circulation, reduced stress and anxiety, better sleep quality, improved cognitive function, hormone balance, and increased fat metabolism.
• Normatec Compression Therapy Pneumatic compression therapy using Normatec sleeves to deliver targeted pressure to limbs, promoting circulation, reducing inflammation, alleviating muscle soreness, improving lymphatic drainage, and enhancing recovery.
• Pilates (Babcock Ranch) Pilates programming at the Babcock Ranch location offering private and semi-private Reformer sessions and Mat Pilates group classes designed to improve posture, core strength, flexibility, body awareness, and athletic performance.
• Pilates (Liberty) Pilates programming at the Liberty, Missouri location offering private and semi-private Reformer sessions and Mat classes designed to enhance strength, flexibility, and overall well-being.
• Small Group Strength Training Neurology-based strength training in semi-private sessions of 3-8 participants, led by WellWay certified instructors on the fitness floor, including personalized brain-to-muscle connection warm-ups, expert-led workouts, and quarterly reassessments.
• Health Assessments Comprehensive health assessments using state-of-the-art technology and evidence-based science, measuring body composition (lean mass, fat mass), health risk, and performance baselines.
• Corporate Wellness Programs Employer-facing wellness solution providing comprehensive health assessments, biometric screenings, personalized wellness plans, on-site or virtual coaching, advanced recovery modalities, stress management tools, and ongoing tracking with outcome reporting.
• Club and Community Partnerships Full-service wellness facility design, buildout, and operations partnership for clubs and communities, including turnkey staffing, onsite health and longevity services, curated programming across the Five Foundations of Health, member experience management, and exclusive amenities.
• Virtual Concierge Remote wellness service delivering world-class personalized wellness directly to members via the Concierge Wellness program, including unlimited Wellness Advisor access, at-home lab services, and precision supplement management.

Quantifiable outcome

• Increased engagement and utilization across wellness offerings
• +5 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fountain Life: Longevity and preventive health company offering advanced diagnostics, whole-body imaging, and personalized health optimization through membership. Comparable to WellWay's premium longevity positioning and data-driven health optimization framework.
• Restore Hyper Wellness: Retail wellness chain offering cryotherapy, IV therapy, compression, red light therapy, and recovery services across multiple locations. Comparable to WellWay's recovery modality offering and multi-location retail wellness positioning.
• The Well: Premium membership-based wellness club offering integrated fitness, nutrition, recovery, and spa services with a holistic health focus. Most directly comparable to WellWay's premium integrated wellness club model and tiered membership approach.
• Function Health: Comprehensive lab testing service offering 100+ biomarkers with physician review and personalized insights. Directly comparable to WellWay's lab testing services (Complete Wellness Panel, hormone panels, genetic testing) as a diagnostic personalization layer.
• Canyon Ranch: Luxury wellness resort and club operator offering integrated fitness, nutrition, spa, and medical wellness services. Comparable to WellWay's premium wellness positioning and integrated Five Foundations approach.
• Viome: Gut microbiome and transcriptomics testing company offering personalized nutrition and supplement recommendations based on at-home testing. Comparable to WellWay's diagnostic-driven personalization and emphasis on individualized health optimization.
• InsideTracker: Data-driven personalized health and wellness platform using blood biomarkers, DNA, and wearables to deliver individualized recommendations. Directly comparable to WellWay's diagnostic-driven personalization and Wellness Advisor coaching model.

Emerging players

• Prenuvo: Whole-body MRI screening service for early detection and preventive health, targeting affluent health-conscious consumers. Comparable to WellWay's premium diagnostic positioning and longevity-oriented affluent customer base, though focused on imaging rather than blood-based diagnostics.

Broad incumbents

• Life Time Group Holdings: Large premium fitness operator with comprehensive wellness amenities including spas, recovery services, nutrition coaching, and corporate wellness programs. Comparable as a scaled premium fitness and wellness incumbent.
• Equinox: National premium fitness club operator with wellness programming, spa services, and personal training. Comparable as a broader premium fitness incumbent that overlaps with WellWay's premium positioning but operates at much greater scale without equivalent diagnostic depth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/wellway.health
• LinkedInlinkedin.com/company/well-way

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds3 records

Investors

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

M&A

Investments

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

Frequently asked questions about WellWay