Body Machine Fitness

What Body Machine Fitness does

Body Machine Fitness is a privately held boutique group fitness studio headquartered in Plano, Texas, operating under BM Fitness Group, Inc. (a Texas corporation with wholly-owned subsidiaries Body Machine Fitness, LLC and BM Fitness Management, LLC). Founded by athletes Jeremy Soder (Co-Founder & CEO) and Margaux Phoenix (Co-Founder & CDO), the company's core product is a one-hour, coach-led HIIT class that combines 50% strength training and 50% treadmill cardio in an immersive, dark, club-like studio environment. The signature methodology layers proprietary brainwave entrainment onto the workout by synchronizing engineered sound (120-140 BPM), light pulses, and coach-led movement designed to shift brain states and trigger dopamine response, with master trainer Ethan Marine programming each session to rotate all six energy systems (aerobic, anaerobic, muscular endurance, speed, strength, power) so no two classes repeat.

Monetization is built on recurring monthly subscriptions across four tiers (Warm Up $79 for 4 classes, Starter $129 for 8, Committed $169 for 12, and Devoted $219 unlimited), supplemented by class packs (1 to 50 classes at $22-$30 per class), corporate wellness and group bookings, and discount programs for teachers, students, first responders, and military. All unlimited-tier members receive complimentary 1:1 coaching and Styku 3D body composition scans. Member engagement is the company's primary growth lever, anchored by the world's largest Spartan team and recurring social events (pool parties, trivia, holidays), a tiered referral program (Spark to Supernova), and a free first-class acquisition funnel with no commitment. The company has accumulated a 4.9-star rating across 35,000+ reviews and five consecutive years of reader-voted 'best fitness center in DFW' awards (2021-2025), with national exposure via a Paramount+ Landman feature.

A second studio is announced for Uptown Dallas (2626 Howell St) opening Fall 2026, introducing a co-located recovery suite (cryotherapy, red light, infrared sauna, Normatec compression, hyperbaric chamber, BrainTap) on subscription/locked-in founding-member terms. The entity remains founder-controlled with no disclosed institutional external capital beyond a cumulative ~$1.32M of disclosed funding, and operates a single currently revenue-generating location.

Name

Body Machine Fitness

Legal name

BM Fitness Group, Inc.

Website

https://bodymachinefitness.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Body Machine Fitness is a Plano, Texas-based boutique fitness studio offering coach-led, brainwave-entrainment-based HIIT group classes to DFW-area adults, monetized through tiered monthly memberships, class packs, and an upcoming recovery suite at a second Uptown Dallas location.

Ownership category

akta.pro rank

Product category

Boutique Fitness Services

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

HIIT & Circuit Bootcamps (HSADABAA)

akta.pro secondary industries

Functional Fitness / Cross-Training Groups (HSADABAH), Strength & Conditioning Personal Training (HSADAAAB)

Keywords

• Boutique fitness studio
• Group HIIT training
• Neuroscience-based workouts
• Recovery services suite
• Corporate wellness programs

Headquarters

HQ city

Plano

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Membership Subscriptions: Recurring monthly memberships offering tiered class access (4, 8, 12 classes per month or unlimited). Month-to-month with no long-term contracts. Primary revenue stream. Includes complimentary 1:1 coaching and 3D body scans for unlimited tier.
2. Class Packs: One-time purchase of class credits valid for defined periods. Offers per-class discounts at scale (5-pack at $26/class, 10-pack at $25/class, 25-pack at $23/class, 50-pack at $22/class). No monthly commitment required.
3. Founding Memberships (Expansion): Pre-opening founding memberships for new locations (Uptown Dallas) offering locked-in lifetime rates. Revenue collected at membership commitment with services delivered at opening.
4. Recovery Memberships (Uptown Dallas): Recovery services including cryotherapy, red light therapy, compression, hyperbaric chamber, and BrainTap sessions. Offered as credit-based memberships with infrared sauna included. Founding members receive 25% lifetime discount.
5. Corporate/Group Programs: Corporate discounts and group booking programs for companies. Special pricing for teachers, students, first responders, and military personnel presented in-studio with valid ID.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels11 records

Core offering

Body Machine Fitness operates a boutique group fitness studio delivering one-hour coach-led high-intensity interval training that combines 50% strength training with 50% treadmill cardio in an immersive dark, club-like studio. The workouts are built on a proprietary brainwave entrainment system that synchronizes sound (120-140 BPM engineered music), light (frequency-specific pulses), and coach-led movement to shift brain states from resistance to reward. Access is sold through monthly tiered memberships, multi-class drop-in packs, and corporate wellness programs, with a recovery suite of cryotherapy, red light therapy, infrared sauna, compression, hyperbaric chamber, and BrainTap launching at a second Uptown Dallas studio in Fall 2026.

Product overview

Body Machine Fitness is a boutique group fitness studio offering coach-led HIIT workouts that combine 50% strength training and 50% treadmill cardio intervals. The core product is the BMF Group Fitness Class, held in the Transformation Room—an immersive studio with synchronized sound (120-140 BPM) and lighting engineered for brainwave entrainment. Membership tiers include Devoted (unlimited classes), Committed (12/month), Starter (8/month), and Warm Up (4/month), plus drop-in class packs. All memberships include access to 3D Styku body scanning for progress tracking. The upcoming Uptown Dallas location (Fall 2026) will expand the offering to include a Recovery Suite with cryotherapy, red light therapy, infrared sauna, compression boots, deep roller, hyperbaric chamber, and BrainTap light and sound therapy. The studio positions itself as the world's first workout built on neuroscience, using light and sound synchronization to enhance dopamine response and workout engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• BMF Group Fitness Memberships Recurring month-to-month memberships that grant access to one-hour coach-led boutique group HIIT classes combining strength training and treadmill cardio intervals, engineered around brainwave entrainment. Tiered by monthly class volume and including complimentary 1:1 coaching and 3D Styku body composition scans at the unlimited level, designed for individual adult fitness consumers in the DFW metroplex.
• BMF Class Packs Prepaid one-time class credit bundles that allow individuals to attend coach-led boutique HIIT classes without a recurring membership. Designed for occasional or trial users who want flexibility and volume-based pricing without monthly commitment.
• Recovery Suite Services A suite of post-workout recovery services available at the Uptown Dallas studio, including whole-body cryotherapy, red light therapy, infrared sauna, pneumatic compression, deep tissue rolling, hyperbaric oxygen at 1.5 ATA, and BrainTap light and sound therapy. Sold as credit-based monthly memberships and offered to adults seeking recovery, longevity, and performance benefits alongside their training.
• Corporate and Group Wellness Programs Direct enterprise sales of group class bookings and discounted membership packages for companies, teacher groups, students, first responders, and military personnel with valid ID. Designed for organizations that want to provide energizing team wellness experiences and corporate fitness benefits to employees.

Quantifiable outcome

• 4.9-star average rating from 35,000+ member reviews
• +4 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Mariana TekcoreTechnology or IntegrationGym management and studio operations software platform. Handles membership management, class booking, and POS functionality for BMF studios.
• StripecoreTechnology or IntegrationPCI-compliant payment processing for all financial transactions. BMF does not store full payment card numbers on their systems. Stripe handles encryption and direct payment data management.
• Google (Analytics and Advertising)minorGTM or Marketing PartnerGoogle Analytics for website traffic analysis and Google advertising for paid acquisition. Shares limited information about visits to measure and attribute advertising effectiveness.
• Meta (Facebook/Instagram)minorGTM or Marketing PartnerMeta Pixel tracking and advertising on Facebook and Instagram platforms. Used to measure advertising effectiveness and attribute new memberships to marketing sources.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Life Time Group Holdings: Large public fitness operator with premium multi-use clubs, group classes, and recovery/wellness amenities. Comparable as an incumbent offering bundled fitness + recovery experiences at scale.
• Equinox Group: Premium multi-brand fitness operator including Equinox, SoulCycle, and Blink. Comparable as a broader incumbent offering premium boutique and club experiences at higher price points than BMF.

Direct peers

• Orangetheory Fitness: National boutique HIIT chain combining coached group cardio and strength with heart-rate-based performance tracking. Closest direct competitor to BMF in format (group HIIT), target customer (general fitness adults), and pricing tier.
• F45 Training: Global functional training franchise offering 45-minute coached group workouts blending strength and cardio. Directly comparable in HIIT/functional training format, group coaching model, and franchise-style scaling.
• Barry's Bootcamp: Premium boutique fitness brand combining coached treadmill intervals with strength training in a dark, music-driven studio environment. Highly comparable to BMF in dark-room, club-like HIIT format and premium positioning.
• SoulCycle: Iconic boutique fitness brand with dark-room, music-driven, instructor-led group classes. Comparable in experiential, community-led boutique model and premium subscription pricing.
• Title Boxing Club: National boutique boxing-inspired fitness franchise offering group coached classes. Comparable in coach-led group format, franchise expansion model, and target demographic.

Emerging players

• Hotworx: Boutique fitness franchise offering infrared-heated, semi-private group workouts. Comparable in experiential, technology-enhanced boutique format with subscription pricing.
• Row House: Boutique indoor rowing franchise with coach-led group classes and strength components. Comparable as a smaller, concept-driven boutique fitness brand targeting general fitness adults.
• Pure Barre: National boutique barre franchise offering group technique-based fitness classes. Comparable as a multi-location boutique concept with subscription memberships and community positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/BMF_Squad
• YouTubeyoutube.com/@bodymachinefitness3030
• Facebookfacebook.com/bodymachinefitness
• LinkedInlinkedin.com/company/body-machine-fitness
• Instagraminstagram.com/bodymachinefitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 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 Body Machine Fitness