Vasa Fitness

What Vasa Fitness does

VASA Fitness, legally BODY FIRM AEROBICS, INC., is a privately held operator of high-value, low-price (HVLP) fitness clubs headquartered in Orem, Utah (with significant operating presence in Greenwood Village, Colorado), serving the U.S. mass-market consumer across eight states—Arizona, Colorado, Illinois, Indiana, Kansas, Oklahoma, Utah, and Wisconsin—via 70+ owned-and-operated locations. Founded in 1996 and expanded from 26 to 71+ clubs under former CEO Rich Nelsen, VASA sells access through three monthly membership tiers (Basic, Fitness, and STUDIO), each priced month-to-month starting at $14.99/month and bundling amenities such as indoor pools, saunas, steam rooms, cold plunges, massage lounges, light therapy, basketball, racquetball, and KidCare child services. The STUDIO tier includes a proprietary four-modality boutique-style programming suite—STUDIO RED HIIT with Myzone heart-rate integration, STUDIO FLOW infrared yoga, STUDIO LFT guided strength training, and STUDIO Pilates (reformer-based on NordicTrack Ultra 1 Reform RX) launching fall 2026—plus an additional $14.99/month add-on for an AI-powered personal training app launched in April 2026 in partnership with Demotu.

Revenue is generated almost entirely from recurring monthly membership subscriptions, supplemented by ancillary add-ons (KidCare at $25/month per child, REVIVE beverages/snacks, guest privileges), a $59.99 annual Rate Guarantee Fee, personal training app subscriptions, insurance-backed memberships, and a small merchandise e-commerce store at vasafitness.store. Distribution is multi-channel: owned physical clubs, a self-serve mobile app (iOS/Android) handling class booking and member services, the vasafitness.com website with online join flow, a direct corporate wellness sales motion targeting employers with 25+ employees, and a referral pipeline ("Refer My Company") that converts individual members into B2B leads.

In 2025 VASA opened seven new clubs, added 412,000+ square feet of fitness space, grew net membership by 335,000+, and committed over $60M aggregate to new builds and existing-club upgrades; concurrent leadership transitions (CEO Michael Osanloo ex-Portillo's/P.F. Chang's, CFO Michael Schwindle, COO Chris Griebe, CMO Danielle Petersen) brought operator-grade consumer-brand talent. Revenue, profit, and total active membership figures are not publicly disclosed.

Name

Vasa Fitness

Legal name

BODY FIRM AEROBICS, INC.

Website

https://vasafitness.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

VASA Fitness is a privately held U.S. operator of 70+ high-value, low-price fitness clubs across eight Midwestern and Mountain-West states, serving mass-market consumers with subscription memberships (starting at $14.99/month) that bundle pools, saunas, recovery amenities, and a four-modality boutique STUDIO suite, plus a new AI-powered personal training app.

Ownership category

akta.pro rank

Product category

Health and Fitness Clubs

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industries

Small-Group Personal Training (Semi-Private) (HSADAAAN), Functional Fitness / Cross-Training Groups (HSADABAH), Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG)

Keywords

• Fitness center operations
• Gym memberships
• Boutique fitness classes
• Corporate wellness programs
• Personal training services

Headquarters

HQ city

Orem

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: VASA's primary revenue stream is monthly recurring membership subscriptions across three tiers (Basic, Fitness, and STUDIO), starting at $14.99/month for the base tier. All memberships are month-to-month with no annual commitment required, though a Rate Guarantee Fee of $59.99 is charged annually. Memberships provide recurring, predictable revenue with high member lifetime value.
2. Personal Training Add-Ons: Personal training services are offered as an add-on to base memberships, with the AI-powered personal training app priced at $14.99/month as a standalone or add-on offering. All VASA members receive a free 60-minute personal training consultation as an entry point to drive conversion into paid PT.
3. Premium Add-Ons (KidCare, Guest Privileges, REVIVE): Ancillary revenue is generated through optional add-ons including KidCare ($25/month or per-visit drop-in rates), guest privileges fees, and REVIVE beverage/snack purchases. STUDIO members receive a monthly $5 REVIVE credit. These add-ons enhance revenue per member and create upsell opportunities.
4. Rate Guarantee Fee: An annual Rate Guarantee Fee of $59.99 (charged two months after joining and each year thereafter) locks in the member's monthly rate. This fee provides additional annual recurring revenue and incentivizes long-term membership retention.
5. E-commerce / Merchandise: VASA operates an online merchandise store (vasafitness.store) selling branded gear and apparel, generating one-time transaction revenue from members and prospective customers.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

VASA Fitness operates a chain of high-value, low-price (HVLP) health clubs with 70+ locations across eight U.S. states, selling month-to-month gym memberships in Basic, Fitness, and STUDIO tiers starting at $14.99/month. The STUDIO tier bundles four boutique modalities (STUDIO RED HIIT, STUDIO FLOW infrared yoga, STUDIO LFT strength training, and STUDIO Pilates launching fall 2026) and InBody body composition scans. The company also offers an AI-powered Personal Training app (developed with Demotu), Corporate Wellness programs for businesses with 25+ employees, and KidCare hourly childcare for member parents.

Product overview

VASA Fitness operates a chain of high-value, low-price (HVLP) fitness clubs with 70+ locations across eight U.S. states. The company offers three membership tiers (Basic, Fitness, and STUDIO) providing access to strength, cardio, group fitness, and recovery amenities. The STUDIO suite represents VASA's premium boutique-style offerings, comprising four distinct class modalities: STUDIO RED (HIIT with Myzone heart rate technology), STUDIO FLOW (infrared yoga), STUDIO LFT (strength training), and STUDIO Pilates (reformer-based, launching fall 2026). VASA recently launched an industry-first AI-powered Personal Training App in partnership with Demotu, integrating 3D movement analysis and InBody body composition scanning to deliver personalized coaching. Additional services include Corporate Wellness programs and KidCare child care.

Differentiator

Problem solved

Functional benefit

Brands

• STUDIO: A suite of boutique-style fitness products including STUDIO RED HIIT, STUDIO FLOW infrared yoga, STUDIO LFT strength training, and STUDIO Pilates reformer classes.
• VASA Personal Training App

Products and services

• VASA Gym Memberships Month-to-month HVLP gym memberships offered in three tiers (Basic single-location cardio/weights, Fitness all-location premium amenities, STUDIO adding boutique classes) starting at $14.99/month with no annual commitment and a $59.99 annual Rate Guarantee Fee. Available across all 70+ VASA clubs in eight U.S. states.
• STUDIO RED HIIT Classes Boutique-style HIIT group fitness classes combining cardio and strength training with Myzone heart rate monitoring technology and in-studio monitors for real-time effort feedback. Small class sizes with certified coaches providing personalized instruction; available with a STUDIO membership at select locations.
• STUDIO FLOW Infrared Yoga Boutique-style infrared yoga classes featuring Far Infrared panels above every mat to warm the body, promote circulation, and reduce muscle tension. Includes Flow, Restore, and Deep Stretch class formats with up to 25 participants; available with a STUDIO membership at select locations.
• STUDIO LFT Strength Training Science-backed strength training workout with guided small-group sessions using racks, benches, and plyometric boxes. Features four training styles: Build, Pump, Power, and Brawn, designed to help members develop muscle and build strength. Available in select locations.
• STUDIO Pilates Reformer-based Pilates training using NordicTrack Ultra 1 Reform RX machines, debuting fall 2026 as the fourth modality in VASA's STUDIO suite. Designed to deliver premium boutique reformer Pilates at the HVLP price point.
• VASA Personal Training App AI-powered personal training mobile application that integrates 3D movement analysis, InBody body composition scanning, and certified trainer coaching to deliver personalized training plans that evolve with member progress. Priced at $14.99/month as an add-on to any VASA membership, with all VASA members receiving a free 60-minute personal training consultation.
• Corporate Wellness Program Discounted corporate gym membership program offering businesses discounted Fitness and STUDIO memberships for employees (minimum 25 employees per company), with benefits including improved retention, productivity, and workplace culture. Employers can subsidize memberships as part of employee benefits; the $25 cancellation fee is waived for Business Memberships.
• KidCare Hourly Childcare Hourly child care service available for children ages 6 weeks to 11 years while members work out. Includes monthly bundles at $25 per child (up to 90 minutes/day) and drop-in rates of $5 per visit for infants and $3 per visit for toddlers; addable to Fitness and STUDIO memberships.

Quantifiable outcome

• Added over 335,000 members in 2025, growing total membership substantially
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability6 records

Feature5 records

Partnerships

One partnership is on record.

• DemotucoreTechnology or Integration · 13 April 2026VASA Fitness partnered with Demotu to develop and launch the fitness industry's first AI-powered personal training app in the HVLP (high-value, low-price) category. The app combines 3D movement analysis, InBody body composition scanning, and AI-driven programming to deliver personalized coaching at $14.99/month. The partnership aims to bring premium fitness technology previously reserved for boutique studios to a broader consumer base, with all VASA members receiving a free 60-minute personal training consultation.

Scale indicators8 records

Recent moves10 records

Expansion highlights6 records

Market position

Competitive moat6 records

Key highlights7 records

Customer concentration

• Xx.com/vasafitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

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 Vasa Fitness