What Movati Athletic does

Movati Athletic is a privately held Canadian operator of premium, full-service fitness clubs, founded in 1997 and headquartered in Etobicoke, Ontario. The company runs 19 owned-and-operated club locations across Ontario and Alberta, with a concentration in the Greater Toronto Area (3), Ottawa (5), Edmonton (4), Southwestern Ontario, Northern Ontario, and Windsor-Essex. Each club typically delivers a multi-amenity offering that includes strength and cardio floors, up to 9 boutique-style studios (yoga, cycle, Pilates, dance, strength, aqua, HIIT), personal and small-group training, Pilates Reformer, women's-only facilities, pools, hot tubs, saunas, steam rooms, and a recovery suite branded as MOVATI Recharge (contrast therapy, compression therapy, red light therapy).

The company's core technology stack centers on a member mobile app and web platform for class booking and account management, an OnDemand digital video library with categorized fitness content (Trainer Series, Cardio, Strength, Yoga, HIIT), and a corporate website supporting tour booking and membership enrollment. Nine clubs have been designated Certified HYROX Training Clubs with structured programming, functional training zones, and certified performance coaches, targeting the fast-growing functional fitness segment.

Movati generates revenue primarily through recurring monthly membership subscriptions on a Classic/Select tiered model, supplemented by personal training, group personal training, café and shake sales, private studio rentals for corporate and non-profit events, and corporate wellness programs. Pricing is not publicly disclosed but the company offers segmented promotions including a seniors discount, $0 student enrollment, founding-member rates at new locations, and a 10-day money-back guarantee. Customer segments are predominantly individual consumer members across personas (general fitness, seniors, students, HYROX athletes) with a smaller business-to-business motion through corporate wellness and studio rentals.

Name

Movati Athletic

Legal name

MOVATI Athletic (Group) Inc.

Website

https://movatiathletic.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Movati Athletic is a privately held Canadian operator of 19 premium, full-service fitness clubs across Ontario and Alberta, offering group fitness, personal training, recovery services, and digital OnDemand content to individual members, seniors, students, and corporate wellness clients.

Ownership category

akta.pro rank

Product category

Health and Fitness Clubs

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Senior/Low-Impact Group Fitness (HSADABAI), Specialty Membership Clubs (Category-Focused) (CRAEADAI)

Keywords

• Fitness club memberships
• Group fitness classes
• Personal training services
• Recovery and wellness
• HYROX training club

Headquarters

HQ city

Windsor

HQ country

Canada

HQ region

North America

Offices20 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Core revenue from monthly membership fees with Classic and Select plan tiers. Membership includes access to fitness facilities, group fitness classes, and basic amenities. Premium features may require higher-tier plans.
2. Personal Training: One-on-one personal training sessions and Group Personal Training programs led by certified Performance Coaches. Includes Game Plan Sessions (GPS) and tailored nutrition plans.
3. Café and Shake Sales: MOVATI Café selling protein shakes and beverages. Proceeds from Shake Days events are donated to food banks as part of MOVATI Cares community initiative.
4. Studio Rental: Private fitness studio rentals for team building, celebrations, and group wellness experiences. Both non-profit and corporate rates available.
5. OnDemand Digital Content: Digital fitness video library accessible online, including categories like Trainer Series, Cardio, Strength, Yoga, and HIIT workouts.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Movati Athletic operates a network of premium fitness clubs across Ontario and Alberta, Canada. The company sells monthly memberships (Classic and Select tiers) that grant access to fitness floors, 8–9 boutique-style studios with up to 200 weekly classes, personal and small-group training, Pilates Reformer, dedicated Women's Only areas, recovery services (contrast therapy, compression therapy, red light therapy), and spa-like amenities including pools, hot tubs, saunas, and steam rooms. Adjacent revenue lines include private studio rentals, corporate wellness programs, a MOVATI Café selling protein shakes, and the MOVATI OnDemand digital fitness video platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Fitness Club Memberships (Classic and Select) Tiered monthly gym memberships (Classic and Select) granting members access to strength and cardio floors, up to 200 weekly group fitness classes across 8–9 boutique-style studios per location, pools, hot tubs, saunas, steam rooms, dedicated Women's Only areas, and basic member amenities. Members can join in person or online.
• Personal Training One-on-one personal training delivered by certified Performance Coaches, including Game Plan Sessions (GPS), tailored nutrition plans, and machine orientation, available to members as an add-on service.
• Group Personal Training Small-group training sessions led by certified Performance Coaches, designed for members who want coached strength and conditioning in a small group setting rather than one-on-one.
• Pilates Reformer Classes Group Pilates Reformer classes led by certified Balanced Body instructors across Movati's boutique-style Pilates studios, focused on building strength, flexibility, and stability.
• HYROX Training Program Certified HYROX Training Club programming with dedicated functional training zones, sleds, turf, free weights, and certified performance coaches who scale workouts to all fitness levels for HYROX indoor fitness race preparation.
• MOVATI OnDemand Digital fitness video platform accessible via the website and YouTube, offering on-demand workout videos in Trainer Series, Cardio, Strength, Yoga, and HIIT categories led by MOVATI trainers, extending the in-club experience to members and non-members at home.
• MOVATI Recharge Recovery Services Recovery suite combining contrast therapy (hot tub and cold plunge for circulation and soreness relief), compression therapy boots for blood flow and muscle recovery, and red light therapy for muscle and joint discomfort relief and recovery support.
• Performance Stretch (formerly FST) Fascial Stretch Therapy targeting both muscles and fascia to improve flexibility, mobility, and recovery, delivered as a dedicated one-on-one or small-group service at Movati's Stretch Studio.
• Studio Rental Private fitness studio rental program for team-building events, celebrations, and group wellness experiences, with both non-profit and corporate rates available and bookings handled through each club's Group Fitness Manager.
• Corporate Wellness Programs Corporate wellness packages and group fitness programming sold directly to businesses for employee fitness, team-building, and workplace wellness initiatives, leveraging Movati's group studios and recovery amenities.
• MOVATI Café (Shakes and Beverages) In-club café and lounge selling protein shakes and beverages, including the Shake Days program under which proceeds are donated to food banks as part of the MOVATI Cares community initiative.

Quantifiable outcome

• Over 164,000 meals provided to communities in need through MOVATI Cares 2026 initiatives
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Five partnerships are on record, tiered core and minor.

• HYROXcoreStrategic or Co-development Partner · 1 June 2026International fitness race organization that has certified nine MOVATI Athletic locations as Official HYROX Training Clubs. Partnership provides structured, sport-specific training programming and establishes MOVATI as a premier destination for HYROX training ahead of HYROX Toronto 2026 (Oct 1-4, 2026).
• Feed OntariocoreStrategic or Co-development Partner · 15 April 2026MOVATI Cares initiative partner for Shake Days fundraising campaign. Shake proceeds donated to Feed Ontario which leverages bulk purchasing to distribute food across Ontario. Every $1 raised helps provide two meals. 2026 campaign raised $73,725 plus $6,460 from Gruppo Nutrition.
• Edmonton's Food BankcoreStrategic or Co-development Partner · 15 April 2026MOVATI Cares initiative partner for Alberta locations. Supports Edmonton communities facing food insecurity. Edmonton Food Bank supports over 34,000 people monthly and provides more than 400,000 meals and snacks through community partners.
• Gruppo NutritionminorGTM or Marketing Partner · 13 April 2026Partner and supplier of MOVATI Café protein powder. Generously donated additional funds to MOVATI Cares Shake Days campaigns ($5,000 in 2025, $6,460 in 2026) to support food bank donations.
• Local Food Banks (14+ Ontario locations)coreStrategic or Co-development Partner · 1 January 2025MOVATI Cares Spring Food Drive partnered with local food banks at each club location including Albany/Manning/Windermere (Edmonton Food Bank), Ottawa locations (Ottawa Food Bank), Burlington (Burlington Food Bank), Guelph (Guelph Food Bank), Waterloo (Waterloo Region Food Bank), Richmond Hill (Food Bank of York Region), Thunder Bay (Regional Food Distribution Association), Mississauga (Eden Food for Change), Windsor (UHC - Hub of Opportunities), Amherstburg (Amherstburg Food and Fellowship Mission), Brantford (Brantford Food Bank), Kanata (Kanata Food Cupboard), and Kingsville (Kingsville Community Food Bank).

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Equinox: Premium US-based fitness club operator known for high-end amenities and luxury positioning. Comparable as a premium multi-amenity fitness brand targeting affluent consumers, though operating primarily in major US metros.
• Life Time Fitness: US premium fitness operator with comprehensive amenities including pools, spa, and recovery services. Highly comparable to MOVATI's 'everything under one roof' premium positioning at significantly larger scale.
• Crunch Fitness: Large US-based fitness club chain with growing Canadian presence. Comparable multi-location club operator with tiered membership options and amenity-driven positioning, though operating at significantly larger scale.
• World Gym: International premium fitness chain with Canadian locations. Comparable as a premium, equipment-heavy fitness club operator targeting serious training enthusiasts with a multi-location franchise/franchise-style model.
• Fit4Less: Canadian discount fitness chain owned by GoodLife parent. Comparable market participant in the Canadian fitness club landscape, though positioned at the value end of the market opposite to MOVATI's premium offering.

Direct peers

• Anytime Fitness: Global 24/7 fitness franchise with multiple Canadian locations. Comparable as a membership-based fitness club operator, though Anytime's small-box format and 24/7 access differ from MOVATI's premium amenity model.
• GoodLife Fitness: Canada's largest fitness club chain with 400+ locations nationally. Direct competitor with a similar membership-based multi-club model, though GoodLife operates at a much larger scale and broader geographic footprint than MOVATI's Ontario/Alberta concentration.
• Club16 / Trevor Linden Fitness: Canadian premium fitness chain operating in BC and other provinces. Comparable as a multi-location premium club operator with similar amenity-driven positioning and direct-to-consumer membership sales model.

Emerging players

• Orangetheory Fitness: Boutique fitness franchise specializing in heart-rate-based interval training. Comparable as a Canadian fitness operator with multiple studio locations and membership-based recurring revenue, though focused on a single workout modality.
• F45 Training: Functional training boutique fitness franchise with Canadian presence. Comparable as a fitness studio operator offering structured group workouts, though focused on the functional fitness niche rather than full-service clubs.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/movatiathletic
• Facebookfacebook.com/MovatiAthleticWaterloo
• LinkedInlinkedin.com/company/the-athletic-club-group
• Instagraminstagram.com/movatiathletic
• Xx.com/movatiathletic

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Movati Athletic