Alchemy 365
Alchemy 365 is a privately held boutique fitness company operating strength-based group fitness studios in Denver, Colorado and Minneapolis, Minnesota. It serves fitness-conscious adults with coach-led group classes, open gym access, semi-private training, and an on-demand digital platform.
- Company typePrivate
- Founded2015
- HeadquartersMinneapolis, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Alchemy 365 does
Alchemy 365 is a privately held boutique fitness company that operates strength-based group fitness studios, headquartered in Minneapolis, Minnesota with a two-studio presence in Denver, Colorado (LoHi at 2432 West 32nd Avenue and Tennyson at 4144 Tennyson Street) and additional studio locations in Minnesota (North Loop, Northeast, Highland Park, Edina, South Broadway). Founded in 2015 by CEO Tyler Quinn, Molly Hanten, Mike Jones, and Scott Jagodzinski, the company targets fitness-conscious adults seeking muscle-building and conditioning workouts, blending cardiovascular training, HIIT, and strength programming into class formats branded Endurance, Interval, Strength, Barbell, Hybrid, and Recover. Sessions are delivered coach-led in mirror-less studios using proprietary Torpedo training equipment alongside standard barbells, racks, and functional fitness gear.
The company monetizes through a three-tier auto-renewing monthly membership model — Limited ($119 per 4 weeks, 5 classes), Express ($139, 10 classes), and Premium ($189, unlimited with open gym) — supplemented by class packs ($29 drop-in, $249 for 10, $399 for 20), a $30 Trial 3 Pack, $50 non-member open gym access, $250–$300 Semi-Private Training 6-week cycles, and $499+ private group events. A digital extension, Alchemy Anywhere, offers on-demand workouts from $4.99/month. Distribution is direct-to-consumer via physical studios, the Wodify-powered website and mobile app for booking, and organic social channels (Instagram, TikTok, Facebook). Insurance reimbursement partnerships with Blue Cross Blue Shield of Minnesota, Health Partners, and Preferred One provide up to $20/month in member kickbacks for 12+ visits, broadening affordability.
The business is founder-owned, with Tyler Quinn serving as CEO and Chief Talent Officer and Molly Hanten as COO and Board Member. The only disclosed institutional capital is a $1.66M round from Bread and Butter Ventures in December 2018. The operating model relies on third-party technology (Wodify for booking and site, TrainHeroic for Semi-Private Training programming) and emphasizes community, coach-led culture, and a 'Pursue Your Legend' brand identity as primary differentiators against generic HIIT and CrossFit-style competitors.
Alchemy 365 firmographics
Firmographics- Name
- Alchemy 365
- Legal name
- Alchemy 365, Inc.
- Website
- https://alchemy365.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Alchemy 365 is a privately held boutique fitness company operating strength-based group fitness studios in Denver, Colorado and Minneapolis, Minnesota. It serves fitness-conscious adults with coach-led group classes, open gym access, semi-private training, and an on-demand digital platform.
- Ownership category
- akta.pro rank
Alchemy 365 industry classification
Industry- Product category
- Boutique Group Fitness
- NAICS
- Fitness and Recreational Sports Centers (71394), Fitness and Recreational Sports Centers (713940)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Functional Fitness / Cross-Training Groups (HSADABAH)
- akta.pro secondary industries
- HIIT & Circuit Bootcamps (HSADABAA), General Personal Training (In-Person & Virtual) (HSADAAAA)
Keywords
Where Alchemy 365 is headquartered
LocationHeadquarters
- HQ city
- Minneapolis
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Alchemy 365 business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Monthly Membership Subscriptions: Auto-renewing 4-week membership tiers (Limited $119, Express $139, Premium $189) providing class access and open gym privileges. Primary revenue driver.
- Class Packs: One-time purchase class packs (Trial 3 Pack $30, Drop-In $29, 10 Pack $249, 20 Pack $399) for non-members or members purchasing additional credits.
- Semi-Private Training: 6-week hypertrophy-focused small group training program at $250 (members) or $300 (non-members), limited to 6 athletes per session.
- Private Classes/Events: Customizable private group events starting at $499 for 50-minute sessions, perfect for birthdays, bachelorette parties, team building. $100 discount for members.
- Non-Member Open Gym Access: Monthly open gym access for non-members at $50 per 4-week period.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Limited Membership - 5 classes per 28 days with Open Gym access |
| Subscription | Pay-as-you-go | Express Membership - 10 classes per 28 days |
| Subscription | Pay-as-you-go | Premium Membership - Unlimited classes with Open Gym access |
| Unit Pricing | Pay-as-you-go | Trial 3 Pack - 3 classes for new visitors |
| Unit Pricing | Pay-as-you-go | Drop-In - Single class pass |
| Unit Pricing | Pay-as-you-go | 10 Pack - 10 classes |
| Unit Pricing | Pay-as-you-go | 20 Pack - 20 classes |
| Subscription | Multi-year contract | Semi-Private Training - 6-week hypertrophy program |
| Subscription | Pay-as-you-go | Open Gym Monthly Access - Non-members |
| Unit Pricing | Pay-as-you-go | Private Classes - Group event bookings |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Alchemy 365 product offering
Product offeringCore offering
Alchemy 365 operates strength-based group fitness studios that combine cardiovascular training, HIIT, and strength training into structured group classes (Endurance, Interval, Strength, Barbell, Hybrid, and Recover). The company complements these classes with self-directed open gym access, 6-week semi-private hypertrophy training, customizable private group events, and a digital on-demand workout platform (Alchemy Anywhere).
Product overview
Alchemy 365 is a strength-based fitness company offering a unified platform of group fitness classes and training programs. The core offering consists of group fitness classes (Endurance, Interval, Strength, Barbell, Hybrid, and Recover) supported by Open Gym access and a mobile app for booking and schedule management. Additional services include Semi-Private Training (hypertrophy-focused 6-week program with TrainHeroic app), Private Classes for events, and Alchemy Anywhere for on-demand remote workouts. The company operates on a tiered membership model (Limited, Express, Premium) supplemented by class packs and drop-in options.
Differentiator
Problem solved
Functional benefit
Brands
- Alchemy Anywhere: On-demand workout platform offering digital fitness classes accessible anywhere
- Small Group Training
Products and services
- Group Fitness Classes Coach-led strength-based group classes blending cardiovascular training, HIIT, and strength training, offered in formats including Endurance, Interval, Strength, Barbell, Hybrid, and Recover. Targeted at adult fitness consumers of all levels at Alchemy 365 studios.
- Open Gym Self-directed gym access at the LoHi and Tennyson studios, available up to 12 hours daily, with equipment including assault bikes, rowers, landmines, pull-up rigs, squat racks, and barbells. Available to members and to non-members via a separate monthly access product.
- Semi-Private Training A 6-week hypertrophy-focused small group training program capped at 6 athletes per session, featuring upper/lower body splits, 1-on-1 coaching, and Train Heroic app access. Priced at $250 for members and $300 for non-members. Designed for experienced or goal-oriented individuals seeking structured strength progression.
- Private Classes Customizable private group bookings at Alchemy studios for birthdays, bachelorette parties, team building, wedding showers, and similar events. Includes a 50-minute coach-led private class plus 30 minutes of studio access; starts at $499 with a $100 discount for members.
- Alchemy 365 Mobile App iOS and Android application (Wodify-powered) for browsing schedules, booking classes, purchasing memberships and packages, and receiving notifications about challenges and promotions.
- Alchemy Anywhere On-demand digital streaming platform offering hundreds of cardio, strength, and AFlow workouts for home, hotel, or on-the-go use. Available as a subscription starting at $4.99/month.
Quantifiable outcome
- 160+ athletes completed Small Group Training program achieving measurable strength gains
- +1 more outcomes
Companies that use Alchemy 365
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Alchemy 365 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Alchemy 365 partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- Blue Cross Blue Shield of MinnesotaminorHealth insurance partnership providing $20 monthly kickback to members who complete 12+ visits per month. Part of clubfiner rewards program.
- Health PartnersminorHealth insurance partnership providing $20 monthly kickback to members who complete 12+ visits per month.
- Preferred OneminorHealth insurance partnership providing $20 monthly kickback to members who complete 12+ visits per month.
- WodifycoreWebsite and mobile app platform provider powering online class booking, membership management, and scheduling. Alchemy 365 sites are powered by Wodify Sites.
- SFH ProteinminorProtein supplement brand sold at studios and used in post-workout smoothies. Featured in member testimonials for recovery and performance.
- SunwarriorminorPlant-based protein supplement option available alongside SFH for athletes seeking alternative protein sources.
- PassionflowerminorPost-workout smoothie location at Highland Park studio in Minnesota serving SFH protein smoothies. Members receive exclusive discounts.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Alchemy 365 competitors and assessment
Company assessmentDirect peers
- F45 Training: F45 operates a global franchise network of group-functional-training studios combining HIIT, strength, and conditioning in timed 45-minute formats. Highly comparable to Alchemy 365's HIIT + strength-forward group class model and its interest in scaling through replicable systems.
- Orangetheory Fitness: Orangetheory is a national boutique fitness franchise offering coached group classes that mix cardio and strength training with heart-rate-based programming. Directly comparable to Alchemy 365 in target customer, class format, and tiered membership pricing model.
- Barry's Bootcamp: Barry's is a premium boutique fitness brand running coach-led group classes that blend high-intensity cardio intervals with strength work. Comparable to Alchemy 365 on premium positioning, group class structure, and strength-forward programming.
- BURN Boot Camp: BURN Boot Camp is a franchise group fitness concept focused on strength and conditioning bootcamp-style workouts for a community-driven membership base. Directly comparable to Alchemy 365 in group strength + HIIT format, community-led GTM, and franchise growth potential.
- CrossFit (Affiliated Gyms): CrossFit's affiliate network delivers constantly varied, high-intensity functional fitness with a heavy strength and conditioning focus. Directly comparable to Alchemy 365's strength-forward, community-oriented group programming and proprietary equipment ethos.
Broad incumbents
- SoulCycle: SoulCycle is a large, well-capitalized boutique fitness brand running premium indoor group cycling and increasingly broader class formats. Comparable as a broader boutique-fitness incumbent competing for the same premium consumer wallet share in major U.S. metros.
- CorePower Yoga: CorePower Yoga is a national boutique fitness brand offering yoga-based classes with strength and conditioning components. Comparable to Alchemy 365's 'Recover' and yoga-tinged class formats and as a broad incumbent operating studios in Denver and Minneapolis.
- Planet Fitness: Planet Fitness is a national mass-market fitness chain with a low-price, high-volume gym model. Comparable as a broad incumbent operating in the same Denver and Minneapolis geographies, addressing an adjacent value-tier segment of the fitness market.
Emerging players
- Rumble Boxing: Rumble is a boutique group fitness concept pairing boxing-inspired cardio with strength rounds in a premium studio setting. Comparable to Alchemy 365 as an emerging boutique brand in the strength + conditioning + community niche, though with a boxing rather than barbell focus.
- The Camp Transformation Center: The Camp is a group fitness and personal training franchise built around strength, conditioning, and body-transformation programming. Comparable to Alchemy 365's strength-forward, semi-private-style small group training and transformation-oriented messaging.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Alchemy 365 social profiles
Digital presenceAlchemy 365 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alchemy 365 leadership team
Management profileNumber of profiles
Profiles5 records
Alchemy 365 funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alchemy 365 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Alchemy 365
What does Alchemy 365 do?
Alchemy 365 operates strength-based group fitness studios that combine cardiovascular training, HIIT, and strength training into structured group classes (Endurance, Interval, Strength, Barbell, Hybrid, and Recover). The company complements these classes with self-directed open gym access, 6-week semi-private hypertrophy training, customizable private group events, and a digital on-demand workout platform (Alchemy Anywhere).
Is Alchemy 365 a public or private company?
Alchemy 365 is a private company. It is classified as venture growth investor backed and is currently operating.
When was Alchemy 365 founded?
Alchemy 365 was founded in 2015. It employs 51 to 100 people.
Where is Alchemy 365 based?
Alchemy 365 is headquartered in Minneapolis, United States, in the North America region.
How does Alchemy 365 make money?
Five revenue lines are on record. Monthly Membership Subscriptions are the primary driver. The others are class Packs, semi-Private Training, private Classes/Events and non-Member Open Gym Access.
Who are Alchemy 365's main competitors?
Direct peers on record are F45 Training, Orangetheory Fitness, Barry's Bootcamp, BURN Boot Camp and CrossFit (Affiliated Gyms). Broad incumbents are SoulCycle, CorePower Yoga and Planet Fitness. Emerging players are Rumble Boxing and The Camp Transformation Center.
Does Alchemy 365 have an API?
No public API is recorded for Alchemy 365.
What industry is Alchemy 365 in?
Alchemy 365's product category is Boutique Group Fitness. Its primary akta.pro industry code is HSADABAH, Functional Fitness / Cross-Training Groups, with a secondary code of HSADABAA, HIIT & Circuit Bootcamps. Its NAICS code is 71394 and its SIC code is 7997.