InForm Fitness

What InForm Fitness does

InForm Fitness is a privately held, founder-owned personal training company founded in 1997 by Adam Zickerman and headquartered in Port Washington, New York. The company delivers a proprietary strength training method branded as the Power of 10 protocol, based on Slow-Motion High-Intensity Training (SMHIT) in which clients perform one set per muscle group to muscular failure at approximately 10 seconds per repetition. Sessions are private, appointment-only, one-on-one with a certified Strength Training Instructor, and last roughly 20 minutes once or twice per week. Pricing is $85-$95 per session across in-studio and virtual delivery, and prospective customers begin with a free 15-minute consultation. InForm Fitness operates three physical studios (Port Washington NY, Manhattan NY, and Rohnert Park CA) plus a Zoom-based Virtual Training Program that extends its reach globally, and also offers a specialized Spine Strength Program built around the MedX Lumbar Extension Machine.

The company's core technology consists of custom-modified strength training machines featuring proprietary kidney-shaped cams that align machine resistance curves with the natural strength curve of each muscle, eliminating force spikes at unsafe joint angles. The MedX Lumbar Extension Machine uses a proprietary pelvic restraint system to isolate lumbar extensor muscles and capture quantitative strength and endurance measurements for client progress tracking. Specialized cervical and thoracic spine equipment extends the protocol to neck and upper-back musculature typically neglected in conventional fitness programs. Founder Adam Zickerman is a New York Times best-selling author (Power of 10), and the company has been featured in The New York Times, Today, CBS, and GQ. A sub-brand called Bad to the Bone Broth is sold at New York metro studios as a nutrition adjunct.

InForm Fitness runs a sales-led, consultative go-to-market model with no disclosed subscription tiers or package pricing. The customer base spans busy professionals (primary segment), sceptical thinkers who demand evidence-based methods, ageing adults including clients in their 70s, and individuals recovering from injury or chronic pain. Marketing is concentrated in content (a blog, podcast, and eBook lead magnet), earned media, and word-of-mouth referrals generated by the appointment-only private session model. The company has no disclosed funding rounds, no parent organization, no M&A activity, and no institutional investor involvement; ownership appears to remain with the founder. Reported headcount is 11-50 employees, consistent with a boutique, founder-led operator.

Name

InForm Fitness

Legal name

InForm Fitness

Website

https://informfitness.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

InForm Fitness is a privately held, founder-owned personal training company operating three US studios and a global Zoom-based virtual program, delivering 20-minute one-on-one strength training sessions using its proprietary Slow-Motion High-Intensity Power of 10 protocol for busy professionals, ageing adults, and injury-recovery clients.

Ownership category

akta.pro rank

Product category

Personal Strength Training Services

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYHSADAAAA

General Personal Training (In-Person & Virtual)

Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)

SECONDARYHSADAAAB

Strength & Conditioning Personal Training

Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)

Keywords

• Personal strength training
• High-intensity fitness
• Spinal strengthening program
• Private fitness coaching
• Virtual personal training

Headquarters

HQ city

New York

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, Infrastructure, Technology or R&D

Revenue model

1. In-Studio Personal Training Sessions: Private, one-on-one personal training sessions conducted at InForm Fitness studios in Port Washington, Manhattan, and Rohnert Park. Sessions are appointment-only and guided by expert Strength Training Instructors. Pricing ranges from $85 to $95 per session.
2. Virtual Training Program: Live virtual training sessions delivered via Zoom, enabling global reach. Trainers design workouts based on InForm Fitness' High Efficiency Fitness principles, considering client equipment availability and goals. Provides the same personal attention as in-studio sessions.
3. Spine Strengthening Program: A specialized spinal strengthening program targeting cervical, thoracic, and lumbar spine, using MedX Lumbar Extension Machine and targeted cervical/thoracic training. Integrated into regular InForm Fitness protocol. Sessions are 20-30 minutes, once or twice per week.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

InForm Fitness delivers private, one-on-one personal training sessions built around its proprietary Slow-Motion High-Intensity Training (SMHIT) Power of 10 protocol, using custom-modified strength machines with proprietary cams. Sessions are approximately 20 minutes, run once or twice per week, and are offered at three U.S. studios (Port Washington NY, Manhattan NY, Rohnert Park CA) and live via Zoom for remote clients. The company also operates a specialized Spine Strength Program using the MedX Lumbar Extension Machine and cervical/thoracic equipment, and sells 'Bad to the Bone Broth' as a nutrition supplement at its New York studios.

Product overview

InForm Fitness offers a unified personal training service centered on its proprietary Power of 10 Workout Method—a slow-motion, high-intensity strength training protocol. The core offerings include In Studio Personal Training (in-person sessions at their minimalist studios), Virtual Training (live remote sessions via Zoom), and the Spine Strength Program (specialized spinal rehabilitation using MedX equipment). The company also sells a branded bone broth product called 'Bad to the Bone Broth' as a nutrition supplement. All services are built around the principle of brief (20-minute), infrequent (once or twice weekly), supervised sessions that train muscles to failure for maximum efficiency.

Differentiator

Problem solved

Functional benefit

Brands

• Power of 10: The high-efficiency strength training protocol developed by Adam Zickerman, involving slow-motion, high-intensity workouts performed once or twice a week for approximately 20 minutes per session.
• Bad to the Bone Broth

Products and services

• In-Studio Personal Training Private, appointment-only, one-on-one personal training sessions delivered at InForm Fitness's company-owned studios in Port Washington NY, Manhattan NY, and Rohnert Park CA. Each session is approximately 20 minutes, runs once or twice per week, and is guided by a certified Strength Training Instructor using custom-modified machines built for the Power of 10 protocol.
• Virtual Training Program Live, one-on-one virtual personal training delivered over Zoom that replicates the studio experience: certified trainers design and coach workouts based on the InForm Fitness High Efficiency Fitness principles, adapting to each client's available equipment. Available globally to clients outside the studios' geographic reach; clients need a wifi-enabled device.
• Spine Strength Program A medically sound, precision-based spinal strengthening program targeting the cervical, thoracic, and lumbar spine using the MedX Lumbar Extension Machine (with pelvic restraint) and slow-motion high-intensity training principles. Sessions are approximately 20–30 minutes, performed once or twice per week, integrated into the broader InForm Fitness protocol, and serve clients with back/neck pain, ageing adults, and injury recovery.
• Bad to the Bone Broth A bone broth product developed in partnership with Center Cuts butcher in Roslyn, New York, sold at InForm Fitness's New York metro area studios and marketed as a nutrition supplement supporting gut health and recovery.

Quantifiable outcome

• Clients save 4.5 hours per week compared to traditional workouts — 18 hours per month reclaimed
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• StretchLab: StretchLab operates 1:1 assisted stretching studios within the boutique wellness category. It shares InForm Fitness's 1:1 private-session, appointment-only delivery model and overlapping longevity-and-mobility customer segment, though focused on flexibility rather than strength.
• Body Fit Training (BFT): Body Fit Training is a growing strength and conditioning group fitness franchise with progressive programming and coach-led sessions. It intersects with InForm Fitness's strength training focus but delivers in a small-group rather than 1:1 model.
• F45 Training: F45 Training is a global functional training franchise focused on short, high-intensity group workouts. It competes for time-constrained fitness customers but with a group rather than 1:1 delivery model, making it adjacent rather than directly competitive.

Direct peers

• GYMGUYZ: GYMGUYZ is an in-home and on-site personal training franchise bringing 1:1 sessions directly to the client. It is comparable to InForm Fitness's 1:1 coaching motion and premium personal training focus, though delivered at the client's location rather than a studio.
• Fitness Together: Fitness Together is a 1:1 personal training franchise operating private studios with appointment-only sessions and certified trainers. It competes with InForm Fitness for the same busy-professional, results-oriented personal training customer.
• The Perfect Workout: The Perfect Workout operates private, 1:1 strength training studios using a very similar slow-motion, high-intensity protocol on Nautilus/MedX-style equipment. It is the closest direct comparable to InForm Fitness in both methodology and private-session delivery model.
• Ultimate Performance: Ultimate Performance is a global premium 1:1 personal training company with multiple studios worldwide serving affluent professionals. It is comparable in premium positioning, private 1:1 delivery model, and target customer.

Broad incumbents

• Life Time Fitness: Life Time is a large premium fitness operator with clubs across the US, offering personal training, group classes, and wellness services. Comparable to InForm's premium positioning but at significantly greater scale and breadth of offering.
• Equinox: Equinox is a luxury fitness brand operating premium clubs with personal training services. It serves a similar affluent professional demographic but competes across a much broader portfolio (group fitness, spa, clubs), making it a broad incumbent rather than a direct niche competitor.

Others

• MedX Medical Equipment: MedX manufactures the lumbar and cervical extension machines used in InForm's Spine Strength Program. It is not a service competitor but an enabling equipment vendor whose technology underpins InForm's spine-strengthening offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/InFormfitnessNY

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 InForm Fitness