Cross Gates Family Fitness

What Cross Gates Family Fitness does

Cross Gates Family Fitness is a family-owned, multi-location health and fitness club operator headquartered in Slidell, Louisiana. The business was purchased in 1994 by Larry and Merryanne Welch and has grown under their ownership — now continued by second-generation owners Nate and Sima Welch (President & Owners) — into a five-location network spanning three Cross Gates clubs in Slidell (Military Rd. flagship, Pontchartrain Dr., Gause Blvd.) and two Franco's Athletic Club locations in Mandeville and New Orleans, serving the East St. Tammany Parish / Northshore and Greater New Orleans markets with a broad, multi-generational member base.

The core product is a unified Cross Gates Family Fitness Club Membership that unlocks access to a deeply diversified portfolio across Group Exercise (Les Mills, spinning, yoga, Pilates, Barre, dance, FIT60+ for older adults, LiveFit: Total Wellness), Fitness (personal training, CrossFit/CrossFit Kids, Boot Camps, Elite Sports Training, YFC youth certification, Fascial Stretch Therapy, physical therapy, LiveBetter nutritional counseling, CG Café meal prep), Aquatics (swim school, Cross Gates Gators and Tropical Storm youth swim teams, Masters Swim Team, water park with 3-story slide and Wibit inflatable, water aerobics, lap lanes), Sports (tennis with USPTA/PTR-credentialed directors and USTA league hosting, 12-court pickleball, basketball on Slidell's only double-court complex, F.A.S.T. Basketball, Premier Taekwondo & Jiu Jitsu under a 7th Degree Master, volleyball), Kids & Family (childcare/Youth Activity Center, preschool, day/summer/signature/tennis-sports camps, birthday parties across multiple themes, Parents' Night Out, after-school programs, Danceworks & Gymwork with a 20-year in-house program, Little Stars Productions drama & art), and Lifestyle/Recovery (Slidell's only in-ground cold plunge, 14-person saltwater whirlpool, multi-person dry sauna, steam room, massage chairs, spa services, lifestyle boutique retail, and venue rentals). The underlying technology is Club Automation (Daxko), which powers the unified Cross Gates & Franco's member portal and branded iOS/Android mobile app for accounts, court reservations, class registration, statements, and payments; Booker (Mindbody) handles spa booking; GoMotion handles swim team registration; SaaShr handles HR/careers. Tennis court cameras at tennis-cam.crossgates.app enable member self-service court viewing and reservation.

The business model is primarily recurring monthly membership subscriptions across the five locations, augmented by CGPlus+ (a premium bundled add-on for recovery, tanning, VIP perks, guest pass, and aquatics access), tiered monthly tuition for youth programming (Premier Taekwondo, F.A.S.T. Basketball, junior tennis, swim school, swim teams, Danceworks, Little Stars), transaction-based revenue (birthday parties from $279/$379 member/non-member, venue rentals from $149/$249, guest fees of $15-$40 with member discount, Parents' Night Out at $19/$29), usage-based fees (Live Fit, Pilates Reformer, Hyrox, paid classes; personal training; private/semi-private tennis), and affiliate/referral revenue through a Member Savings network of seven local businesses and a structured referral program. Go-to-market is overwhelmingly direct-to-consumer (facility tours, on-site events, organic social — Facebook and Instagram — YouTube video, in-house app), supplemented by referral, event-driven, and inside-sales motions. Core membership pricing is not publicly disclosed and requires a facility tour, while most auxiliary program pricing, venue rental rates, and guest fees are public.

Name

Cross Gates Family Fitness

Legal name

Cross Gates Family Fitness

Website

https://crossgatesclub.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

Cross Gates Family Fitness is a family-owned, five-location fitness club operator in southeast Louisiana (three Slidell clubs plus Franco's in Mandeville and New Orleans) offering unified memberships across group exercise, aquatics, sports, kids/family programming, recovery, and spa for local individual and family subscribers.

Ownership category

akta.pro rank

Headquarters

HQ city

Slidell

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Club Memberships: Recurring monthly membership dues across all five locations (Military Rd., Pontchartrain Dr., Gause Blvd., Franco's Hwy 22 Mandeville, Franco's Magazine St. NOLA) with options to add or remove locations; multi-location access and family membership add-ons available.
2. CGPlus+ Add-on Membership: Tiered premium add-on subscription bundling recovery (massage chairs, cold plunge, sauna, steam, whirlpool), indoor tanning, VIP spa discounts, monthly guest pass, indoor water aerobics, lap lane reservations, YAC extra hour, and tennis ball machine access.
3. Birthday Parties & Special Events: Hosting fees for pool parties, indoor parties (Cross Gates Classic, Survival of the Fittest, Bounce & Play, Pickleball Party, Superhero, Team Parties) and special event parties; tiered member vs. non-member pricing with per-child extras.
4. Venue Rental: Private room rentals, meeting/presentation spaces, pool party venues, and full sports complex rentals for birthdays, showers, graduations, anniversaries, business meetings, and team-building. Member and non-member pricing tiers plus add-on extras (lifeguards, AV, additional hours, game package).
5. Swim School & Swim Team Programs: Monthly group swim lessons (1 or 2 weekly) for Water Drops, Bubbles, Splash, Ripple, Waves, Tidal Surge; adult group lessons; stroke clinics; Cross Gates Gators (ages 5-18) summer swim team; Masters Swim Team (monthly); Tropical Storm recreational youth swim team.
6. Premier Taekwondo & Jiu Jitsu: Monthly martial arts tuition for Gators (4-6 yrs), Juniors, Young Adults, Adults, Jr. Jiu Jitsu, Adult Jiu Jitsu, and Open Mat sessions; tiered CG member and non-member monthly rates.
7. Junior Tennis Programs: Monthly junior tennis tuition across Pee Wee, Little Aces, Future Stars, Juniors, and High School Advanced tiers, plus Summer Training Camps (weekly sessions, ages 10-18) and tennis birthday parties.
8. F.A.S.T. Basketball Training: Monthly F.A.S.T. (Fundamentals Athletic Skills Training) Basketball skills academy for grades 1-12, two one-hour classes per week plus daily drop-in option.
9. Live Fit, Personal Training & Group Exercise: Paid group exercise classes (Live Fit, Pilates Reformer, Hyrox, Les Mills programs) marked with ($) on the schedule; personal training sessions; private & semi-private tennis lessons; team drills; cardio tennis.
10. Spa Services & Lifestyle Store: Massage and spa therapy services (bookable via Booker.com integration) and boutique lifestyle store retail (clothing, jewelry, beauty, home decor); non-members welcome; CGPlus+ members receive monthly VIP discounts.
11. Guest Fees: Per-visit guest fees: $40 adult (discounted to $20 with a member), $25 child (discounted to $15 with a member); local East St. Tammany Parish residents limited to 3 visits.
12. Parents' Night Out: Per-child fee for themed Parents' Night Out events at Military Rd. (3rd Saturday) and Gause Blvd. (last Saturday); $19 per member child, $29 per non-member child; themed monthly events for ages 3-12 plus a baby/toddler option.
13. Drama, Art, Dance, Cheer & Tumble: Little Stars Productions (Drama & Art) and Danceworks & Gymwork (Combo, Cheer, Tumbling classes) for children 18 months to 14 years; non-members welcome.
14. Member Savings Partnerships: Discount-based cross-promotion with local businesses (Fadely Group Engel & Volkers, Supreme Ford, Walk-Ons Sports Bistreaux, Perque C&C Flooring, Slidell Nutrition, Rescue Rentals, Elite Windshield Repair) offering members exclusive savings; member perks and referral gifts.
15. Camps & After School Programs: Day Camp, Summer Camp, Signature Camps, and Tennis and Sports Camp for children; Holiday/Spring Break camps; structured after school programs across multiple disciplines.

Pricing tiers

Go-to-market motion4 records

Distribution channels9 records

Marketing channels10 records

Core offering

Cross Gates Family Fitness operates a multi-location, full-service family fitness club network spanning five owned-and-operated clubs in southeast Louisiana (Slidell, Mandeville, and New Orleans). Its core offering is a recurring club membership that unlocks access to fitness floors, group exercise, aquatics (multi-pool complex with swim school and competitive teams), tennis, pickleball, basketball, kids and family programming, recovery amenities (cold plunge, sauna, steam, whirlpool, massage chairs), spa services, and an in-club lifestyle store. Auxiliary revenue comes from paid personal training, swim lessons, youth sports academies (tennis, basketball, taekwondo), camps, birthday parties, and venue rentals.

Product overview

Cross Gates Family Fitness operates as a multi-location full-service health and fitness club platform (five locations across Slidell, Mandeville, and New Orleans) rather than a single product. The core Cross Gates Family Fitness Club Membership is the unified entry point that unlocks access to a broad portfolio of sub-products organized into program verticals: Group Exercise (including the signature LiveFit: Total Wellness Program and CGPlus+ premium tier), Fitness (Personal Training, CrossFit/CrossFit Kids, Boot Camps, Elite Sports Training, YFC Youth Fitness Certification, Stretch Therapy, Physical Therapy, and Nutrition), Aquatics (Swim School, Swim Teams — Gators, Tropical Storm, Masters — Water Park, and Water Aerobics), Sports (Tennis, Pickleball, Basketball/F.A.S.T., Premier Taekwondo & Jiu Jitsu, Volleyball), Kids & Family (Childcare/YAC, Preschool, Camps, Birthday Parties, Parents' Night Out, Dance Cheer & Tumbling, Drama & Art), and Lifestyle/Recovery (Recovery Center, Spa Massage Therapy, Lifestyle Store, Venue Rental, and Member Savings). Together these named programs and amenities sit on top of the shared membership, with Club Automation / Daxko powering the cross-cutting member portal, mobile app, court reservations, and class registration.

Differentiator

Problem solved

Functional benefit

Brands

• Franco's (Franco's Mandeville and Franco's Magazine St., NOLA): Companion full-service fitness clubs operating under the Franco's brand at Hwy 22 in Mandeville, LA and on Magazine Street in New Orleans, LA; included in the Cross Gates & Franco's five-location network and supported by the unified Cross Gates/Franco's mobile app.
• CGPlus+
• Cross Gates Tennis
• Cross Gates Pickleball
• Cross Gates Gators
• Tropical Storm
• Masters Swim Team
• Premier Taekwondo at Cross Gates
• Danceworks & Gymwork
• Little Stars Productions
• Jammin' Jungle
• Cross Gates Massage and Spa Therapy

Products and services

• Cross Gates Family Fitness Club Membership Core full-service club membership providing members access to fitness floors, group exercise, aquatics, sports facilities, kids and family programming, and lifestyle amenities across five Slidell-area locations (Military Rd., Pontchartrain Dr., Gause Blvd., Franco's Hwy 22 Mandeville, Franco's Magazine St. NOLA).
• CGPlus+ Premium Add-On Membership Signature total wellness add-on membership bundling recovery (massage chairs, cold plunge, sauna, steam, whirlpool), indoor tanning, VIP spa/lifestyle store discounts, monthly guest pass, indoor water aerobics, lap lane reservations, additional Youth Activity Center hour, and tennis ball-machine priority access.
• Group Exercise Classes Scheduled group fitness classes including Les Mills programs (BODYPUMP, BODYCOMBAT, BODYATTACK, BODYSTEP, TONE, CORE), Spinning/cycling, Zumba, yoga, Pilates Reformer, Barre, dance, LiveFit, Hyrox, and Aqua Aerobics offered across all five locations.
• Personal Training One-on-one and small-group personal training services delivered by certified fitness staff to help members build customized workout and nutrition plans.
• CrossFit and CrossFit Kids Adult CrossFit functional-fitness programming and a CrossFit Kids program (ages 8-10) focused on fundamental movement skills, games, and challenges.
• Boot Camps Instructor-led high-intensity outdoor and indoor boot camp classes offered at multiple times and locations, led by named Cross Gates instructors.
• Elite Sports Training Elite indoor training facility offering advanced athletic conditioning, agility, strength, and Hyrox-style programming plus open play on the Elite Sports Training Field.
• Physical Therapy Personalized physical therapy care focused on pain reduction, movement restoration, and return-to-activity.
• Stretch Therapy (Fascial Stretch Therapy) Assisted full-body functional mobility restoration delivered by a Certified Stretch and Flexibility Coach using Fascial Stretch Therapy (FST) techniques.
• LiveBetter Nutritional Counseling and CG Cafe Meal Prep Nutritional counseling program (LiveBetter) combined with the in-club CG Café offering meal prep to support member wellness goals.
• Youth Fitness Certification (YFC) Certification program for kids ages 12-14 covering workout program design, nutrition, and gym etiquette, allowing certified youth to access the fitness floor ($49 online test or $80 in-person personal-trainer session).
• Recovery Center Integrated recovery center at Military Rd. offering Slidell's only in-ground cold plunge, 14-person saltwater whirlpool, multi-person dry sauna with double-heater system, steam room, massage chairs, and luxury keyless-entry locker rooms; additional recovery amenities at Gause Blvd. and Pontchartrain Dr.
• Cross Gates Massage and Spa Therapy Newly renovated spa offering massage and spa services to members and non-members, with complimentary childcare included; bookings managed through the Booker platform.
• Cross Gates Lifestyle Store On-site boutique retailing clothing, jewelry, beauty products, and home decor across three locations; gift wrapping available, open to non-members, and shoppable via the mobile app.
• Swim School (Group Swim Lessons) Monthly group swim lessons (1 or 2 weekly) for tiered youth levels (Water Drops, Bubbles, Splash, Ripple, Waves, Tidal Surge) plus adult group lessons and monthly stroke clinics.
• Swim Teams (Gators, Tropical Storm, Masters) Competitive and recreational swim team programs: Cross Gates Gators summer competitive swim team (ages 5-18), Tropical Storm recreational youth team (ages 5+), and Masters Swim Team (ages 18+) for technique, endurance, triathlon, and open water training.
• Cross Gates Water Park Outdoor water park with 3-story water slide, interactive splash pad, multiple family pools, lounging/seating areas, and Wibit inflatable obstacle course deployed Friday-Sunday 10am-8pm in summer.
• Tennis Programs (Adult and Junior) Adult and junior tennis programming including private and semi-private lessons, beginner sessions, team drills, open group clinics, cardio tennis, USTA league play, junior tiered tuition (Pee Wee through High School Advanced), and summer training camps.
• Pickleball Programs Pickleball programming across 12 indoor and outdoor courts featuring open play, instructional drills ($15/session), complimentary intro visits, court reservations, social events, and round-robins.
• F.A.S.T. Basketball Training Monthly F.A.S.T. (Fundamentals Athletic Skills Training) Basketball skills academy for grades 1-12, two one-hour classes per week plus daily drop-in option, held in Slidell's only double-court basketball complex.
• Premier Taekwondo and Jiu Jitsu Monthly martial arts tuition for Gators (4-6 yrs), Juniors, Young Adults, Adults, Jr. Jiu Jitsu, Adult Jiu Jitsu, and Open Mat sessions; program owned and operated by 7th Degree Master Brian James with instructors trained in a 30+ year curriculum.
• Dance, Cheer and Tumble (Danceworks and Gymwork) Combo, cheer, and tumbling classes for children 18 months to 14 years led by Laurie Maffei (42 years of dance experience, former NFL Saintsations cheerleader); program celebrating 20 years at Cross Gates.
• Drama and Art (Little Stars Productions) Little Stars Productions drama and art program for children including a Performance Academy and seasonal Drama Camp and Art Camp.
• Camps and After School Programs Day Camp, Summer Camp, Signature Camps, Tennis and Sports Camp, Holiday/Spring Break camps, and structured after school programs across multiple disciplines.
• Birthday Parties and Venue Rental Hosted pool parties, indoor themed parties (Cross Gates Classic, Survival of the Fittest, Bounce and Play, Pickleball Party, Superhero, Team Parties), private room rentals, meeting/presentation spaces, and full sports complex rentals for birthdays, showers, graduations, anniversaries, business meetings, and team-building.
• Parents' Night Out Themed monthly Parents' Night Out events at Military Rd. (3rd Saturday) and Gause Blvd. (last Saturday) for ages 3-12 plus a baby/toddler option (members only, 6 weeks-3 yrs); dinner included.
• Venue Rental Private room rentals, meeting/presentation spaces, pool party venues, and full sports complex rentals for birthdays, showers, graduations, anniversaries, business meetings, and team-building; member and non-member pricing tiers plus add-on extras.

Quantifiable outcome

• Member has been spinning for 13 years and continues at age 85 after switching from running at age 68.
• +2 more outcomes

Named customers4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature7 records

Partnerships

14 partnerships are on record, tiered minor and core.

• Fadely Group: Engel & VolkersminorGTM or Marketing PartnerReal estate partner offering Cross Gates members savings on Engel & Volkers / Fadely Group real estate services. Contact: 985.326.9310. Local market relevance for members relocating in the Slidell area.
• Supreme Ford (Supreme Automotive Group)minorGTM or Marketing PartnerAutomotive service partner offering full automotive service to Cross Gates members; promoted via the Member Savings page with a direct link to Supreme Automotive Group service specials.
• Walk-Ons Sports BistreauxminorGTM or Marketing PartnerRestaurant partner offering Cross Gates members 10% off dine-in at the Slidell Walk-Ons location (985.639.9891). Cross-promoted on the Member Savings page.
• Perque C&C FlooringminorGTM or Marketing PartnerLocal flooring partner promoted on the Cross Gates Member Savings page; contact 985.259.4239 with direct link to perqueflooring.com.
• Slidell NutritionminorGTM or Marketing PartnerHealth & nutrition partner offering Cross Gates members a free boost or add-on with any drink purchase; aligns with the Cross Gates nutritional counseling and CG Cafe meal prep offerings.
• Rescue RentalsminorGTM or Marketing PartnerParty rental partner (985.640.8507) offering Cross Gates members access to large inflatable bouncers, water slides, photo booths, and more. Cross-promoted on the Member Savings page.
• Elite Windshield RepairminorGTM or Marketing PartnerAuto glass partner offering CG members 10% off (and 15% off for first responders and military) on windshield replacement, auto glass replacement, chip repairs, and static/dynamic calibration.
• Club Automation (Daxko)coreTechnology or IntegrationCore technology platform powering the Cross Gates & Franco's online member portal (cgff.clubautomation.com) and the branded iOS/Android mobile app (Cross Gates & Franco's app in App Store and Google Play). Daxko/Club Automation handles account login, check-in history, court reservations, payment methods, statements, class schedule, event registration, and spa booking.
• Booker (Mindbody)coreTechnology or IntegrationSpa and massage appointment booking platform; integrated via go.booker.com/brand/crossgatesfamilyfitnessspaparent for online booking of Cross Gates' spa services. Non-members are welcome to book.
• Selkirk (pickleball paddles)minorOEM/ Whitelabel/ Licensing PartnerProvides demo Selkirk paddles for Cross Gates pickleball introduction clinics and morning workout classes, lowering the barrier to entry for new pickleball participants.
• Premier Taekwondo (7th Degree Master Brian James)coreStrategic or Co-development PartnerPremier Taekwondo is "owned and operated" at Cross Gates by 7th Degree Master Brian James, with cross-location classes (Gators 4-6 yrs, Juniors, Young Adults, Adults) plus Jr. Jiu Jitsu, Adult Jiu Jitsu, and Open Mat; instructor curriculum represents 30+ years of research and development. Integrated as a Cross Gates amenity with member and non-member monthly rates.
• USTA (United States Tennis Association) / Slidell Tennis AssociationcoreStrategic or Co-development PartnerCross Gates hosts Adult City Wide USTA Leagues (regular, mixed, combo) played seasonally; partners with the Slidell Tennis Association (SlidellTennis.com) for league coordination. Northlake Ladies League runs August to May. Tennis Director Andrew Garman is a nationally ranked top 300 USTA Tennis Player who was #1 in Mississippi Men's Division for two years.
• Wibit (inflatable water obstacle course)minorOEM/ Whitelabel/ Licensing PartnerWibit inflatable water obstacle course is deployed at the Cross Gates Water Park Friday-Sunday 10am-8pm during summer weekends as a featured attraction.
• Local business Member Savings program (collective)coreGTM or Marketing PartnerMember Savings partner network of seven named local businesses offering Cross Gates members exclusive discounts: Fadely Group Engel & Volkers, Supreme Ford, Walk-Ons Sports Bistreaux, Perque C&C Flooring, Slidell Nutrition, Rescue Rentals, and Elite Windshield Repair. Drove member retention and local community engagement.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Life Time Fitness: Large publicly-traded multi-state operator of premium family fitness resorts with extensive aquatics, kids programming, spa, recovery, and group exercise. Cross Gates mimics the 'family resort' positioning at a much smaller, regional scale.
• LA Fitness: Multi-state mid-market fitness club chain offering group exercise, pools, basketball, kids' programs, and personal training. Closest direct competitor in positioning (full-service family club) but at vastly greater scale.
• Gold's Gym: Iconic global fitness franchise offering group exercise, personal training, and kids' programming. Comparable product breadth, though typically without Cross Gates' aquatics/water park depth.
• Equinox: Premium operator of fitness clubs with signature group exercise, spa, recovery, and lifestyle amenities. Comparable recovery/spa/lifestyle store layering to Cross Gates' CGPlus+, but at a premium price point and metro-only footprint.
• Planet Fitness: Largest U.S. fitness franchise by member count, focused on low-cost cardio/strength at <$15/month. Represents the value-end competitive threat to Cross Gates' mid-market family positioning.

Direct peers

• Chuze Fitness: Privately held, multi-state full-service fitness club operator with aquatics, group exercise, kids' club, and recovery amenities at a value-to-mid price point. Most directly comparable operating model to Cross Gates' five-club family-owned network.

Regional players

• YMCA of Greater New Orleans: Regional nonprofit operator of family-oriented fitness facilities with aquatics, swim teams, youth sports, and summer camps across the greater New Orleans area — a directly overlapping community-serving peer in Cross Gates' Louisiana territory.
• Riverside Athletic Club: Privately owned, multi-generational full-service family athletic club with aquatics, tennis, fitness, and youth programming in the Gulf South region. Closely comparable family-owned multi-vertical model.
• The Pelican Athletic Club: Louisiana-based multi-location family fitness and tennis club operator. Directly comparable regional peer in target market, programming mix (tennis, swim, family fitness), and private ownership structure.

Others

• Daxko (Club Automation): Technology vendor whose Club Automation platform powers Cross Gates' member portal, mobile app, court reservations, and class registration. An enabling infrastructure peer rather than a competitor, but materially relevant to operational scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@crossgatesfamilyfitness
• Facebookfacebook.com/CrossGates
• Instagraminstagram.com/crossgatesfamilyfitness
• Xx.com/CGFamilyFitness
• LinkedInlinkedin.com/company/cross-gates-family-fitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries5 records

Funding overview

Funding rounds1 record

Investors1 record

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 Cross Gates Family Fitness