System of Strength

What System of Strength does

System of Strength (SOS) is a Columbus, Ohio-based boutique fitness company founded in 2013 by Keri Croft and Gretchen Dusseau. The company operates a proprietary four-pillar fitness methodology integrating Cardio, Strength, Stretch, and Recovery into seven branded class formats (Clocked, Control, High+Tight, The Course, Ebb+Flo, In The Mix, Restore+Recover), each with level-modified movements designed to accommodate beginner through advanced participants in the same session. SOS serves general fitness consumers seeking structured, results-driven workouts that combine multiple modalities to avoid plateau and reduce injury risk, with level-tailored program tracks (Slim Down, Tone Up, Gain Muscle, All-Around Badass).

The company's product surface spans three physical Ohio studios (Clintonville/Columbus, Grandview/Columbus, and Cincinnati) plus a digital subscription platform. The SOS Digital Studio is an on-demand video streaming service powered by Vimeo OTT (VHX), delivering hundreds of 60-minute classes and 20-minute challenge videos via web, iOS, Android, and smart TV apps. Class scheduling and booking are handled through the MindBody platform, and the Check Yourself nutrition program is delivered through a Kajabi virtual portal. Adjacent offerings include branded equipment bundles (weights, bands, foam rollers, plyo boxes) and the Keep Moving non-profit youth mentoring program.

SOS monetizes primarily through recurring subscriptions: Columbus in-studio memberships at 8/12/unlimited tiers, Cincinnati memberships at 4/8/12/unlimited tiers, and the Digital Studio at $24.99/month or $200/year after a 7-day free trial. Complementary streams include 1/5/30 class packs (Columbus) and 10/20 class packs (Cincinnati) with six-month expiration, individual video and themed bundle purchases (e.g., Badass Bride), equipment sales, and the Check Yourself nutrition portal. The company is privately held and founder-owned with no disclosed external funding. Distribution leans on a product-led growth motion combining 7-day free trials, organic social presence (Instagram, Facebook, Pinterest, Twitter, Tumblr), founder-authored blog content, earned media, and community-driven word-of-mouth.

Name

System of Strength

Legal name

System of Strength

Website

https://systemofstrength.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

System of Strength is a founder-owned Columbus, Ohio boutique fitness company operating three Ohio studios and a Vimeo-powered Digital Studio, delivering a proprietary four-pillar (cardio, strength, stretch, recovery) class methodology to general fitness consumers through subscriptions and class packs.

Ownership category

akta.pro rank

Product category

Group Fitness Studios

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Strength & Conditioning Bootcamps (HSADABAB)

akta.pro secondary industries

Small-Group Personal Training (Semi-Private) (HSADAAAN), Sports-Specific Group Conditioning (HSADABAK), Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB)

Keywords

• Group fitness classes
• Fitness studio memberships
• On-demand workout streaming
• Strength training programs
• Cardio fitness classes

Headquarters

HQ city

Columbus

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, Supply Chain

Revenue model

1. In-Studio Class Memberships: Monthly auto-renewing memberships offering 8, 12, or unlimited classes per month at Columbus studios (Grandview and Clintonville). Memberships provide access to scheduled in-studio group fitness classes across all modalities.
2. In-Studio Class Packs: One-time purchase class packs (1, 5, or 30 classes) for Columbus studios, and 10 or 20 class packs for Cincinnati studio. Packages have a 6-month expiration and can be frozen only with a doctor's note for serious injury.
3. SOS Digital Studio Subscription: Digital on-demand subscription at $24.99/month or $200/year after a 7-day free trial. Provides access to the full library of 60-minute classes and 20-minute challenge videos streamable across web, mobile, and smart TV apps.
4. Digital Studio Individual Video Purchase: Videos can also be purchased individually outside of the subscription model, allowing customers to buy specific workouts or bundles such as the Badass Bride 12-video bridal package.
5. Equipment Bundles: Online store selling equipment bundles (light-heavy weights, loop bands, long bands, foam rollers, plyo boxes) for customers to use with Digital Studio workouts at home.
6. Check Yourself Nutrition Program: Nutrition program including recipes, meal plans, rules, and strategies, available as a virtual portal subscription. Includes 'withdrawals' for sustainability and lifestyle integration.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

System of Strength operates a proprietary four-pillar fitness methodology ("The System") combining Cardio, Strength, Stretch, and Recovery classes delivered through three physical studios in Ohio and a digital subscription streaming platform (SOS Digital Studio). The company sells monthly/annual memberships and class packs for in-studio group fitness, a $24.99/month or $200/year on-demand video streaming subscription, the Check Yourself virtual nutrition program, and home workout equipment bundles.

Product overview

System of Strength is a fitness studio system and digital fitness subscription service. The System comprises seven distinct class formats—Clocked (cardio), Control (strength), High+Tight (sculpting), The Course (athletic cardio+strength), EBB+FLO (recovery+yoga), In The Mix (cardio+strength combo), and Restore+Recover (recovery)—each available in 60-minute sessions. These classes are delivered in-person at three Columbus-area studios (Grandview, Clintonville) and Cincinnati, and via the SOS Digital Studio on-demand streaming platform. The company also offers the Check Yourself Nutrition Program (virtual meal planning) and Keep Moving non-profit mentoring program. Multiple mobile applications support in-studio and digital experiences.

Differentiator

Problem solved

Functional benefit

Brands

• The System Works: Digital streaming platform offering on-demand workout videos including 60-minute classes and 20-minute challenge videos accessible via subscription
• Check Yourself
• Keep Moving

Products and services

• In-Studio Group Fitness Classes Scheduled 45–60 minute group fitness classes delivered at three Ohio studios (Grandview, Clintonville, Cincinnati) across seven proprietary formats (Clocked, Control, High+Tight, The Course, In The Mix, Ebb+Flo, Restore+Recover). Booked through MindBody; available via monthly auto-renewing memberships and class packs for adult consumers of all fitness levels.
• SOS Digital Studio Subscription-based on-demand video streaming platform offering hundreds of workout videos including 60-minute classes and 20-minute challenge videos. Available via web, iOS, Android, and smart TV apps with offline download. Subscription priced at $24.99/month or $200/year following a 7-day free trial.
• Check Yourself Nutrition Program Virtual portal subscription providing recipes, meal plans, rules, and strategies for developing a healthier relationship with food, including sustainable 'withdrawal' options for lifestyle integration. Targeted at System of Strength members and digital subscribers seeking nutrition guidance alongside their fitness programming.
• Equipment Bundles Online direct-to-consumer store selling home workout equipment bundles including light-to-heavy weights (3-20lbs), loop bands, long bands, foam rollers, and plyo boxes for use with SOS Digital Studio workouts.
• Individual Video and Themed Bundle Purchases One-time purchase option allowing customers to buy specific workouts or themed video bundles outside the subscription model, such as the Badass Bride 12-video bridal preparation package.

Quantifiable outcome

• Members report progressive improvements in strength, endurance, and body composition within 4 weeks of consistent System participation
• +1 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

One partnership is on record.

• Vimeo (VHX)supportingTechnology or IntegrationSOS Digital Studio is powered by Vimeo's VHX platform, which provides the video streaming infrastructure, OTT app deployment (iOS, Android, smart TVs), and e-commerce capabilities for the on-demand fitness subscription service.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• ClassPass: Multi-studio fitness subscription platform aggregating boutique studios including strength, cardio, and yoga classes. Comparable as an alternative distribution and discovery channel for the same group-fitness consumer persona SOS targets.

Direct peers

• [solidcore]: Boutique fitness chain offering proprietary strength-focused group classes on specialized machines. Comparable to SOS in offering a structured, branded, results-driven group class methodology with tiered membership pricing.
• CorePower Yoga: Large yoga and fitness studio chain with group class formats that integrate strength, cardio, and recovery/stretch modalities. Comparable to SOS in offering multiple branded class formats in a studio + digital hybrid model.
• F45 Training: Global functional training franchise combining cardio, strength, and recovery-style group classes in 45-minute formats. Closely comparable to SOS in combining multiple modalities into a structured, branded group class system.
• Rumble Boxing: Boutique boxing-inspired group fitness concept combining cardio, strength, and conditioning classes in branded formats. Comparable to SOS in offering premium, branded, results-oriented group fitness classes with tiered memberships.
• Row House: Boutique indoor rowing franchise offering group classes that combine cardio and strength. Comparable to SOS as a multi-format group fitness studio with tiered membership and class-pack offerings.
• Orangetheory Fitness: Large-scale boutique fitness franchise offering group heart-rate-based cardio and strength conditioning classes. Highly comparable to SOS in its group class structure, proprietary branded workout methodology, and tiered membership pricing.
• Barry's Bootcamp: Premium boutique fitness brand offering signature red-light cardio/strength interval classes. Directly comparable as a group-format, high-intensity strength and conditioning studio concept with proprietary class branding.

Broad incumbents

• Peloton: Connected fitness platform combining subscription on-demand and live classes across cardio, strength, yoga, and stretching. Closely comparable to the SOS Digital Studio's streaming subscription model and multi-modality content library.
• Apple Fitness+: Major subscription fitness service integrated into Apple products offering trainer-led on-demand classes across strength, cardio, yoga, and recovery. Comparable as a large-scale competitor in the digital subscription fitness category where SOS Digital Studio competes.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/systemofstrength
• Instagraminstagram.com/systemofstrength
• Pinterestpinterest.com/systemofstrength
• Xx.com/TheSystemWorks_
• LinkedInlinkedin.com/company/systemofstrength

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 System of Strength