What Fitness SF does

Fitness SF is a privately held, locally owned multi-location fitness operator headquartered in Corte Madera, California and operating under Jackovics Enterprises, Inc. Founded in 2012, the company runs eight premium urban gym locations across the San Francisco Bay Area—six within San Francisco (Castro, Embarcadero, Fillmore, Mid-Market, SOMA, Transbay) plus Marin and Oakland—with a ninth location at Polk Gulch scheduled to open Fall 2026. The company serves Bay Area fitness consumers, SF professionals and commuters, recovery-focused members, and community-oriented fitness seekers with a membership-based model that differentiates through transparent pricing (no enrollment, annual, processing, or cancellation fees) and tiered offerings (Standard and Premier month-to-month, prepaid annual).

The core product stack centers on physical gym access combined with an integrated health data ecosystem. Fitness SF's technology layer integrates EGYM smart strength equipment, InBody body composition analysis, and InsideTracker blood biomarker and DNA testing to deliver measurable, data-driven fitness outcomes. The Fitness SF mobile application (iOS and Android) provides on-demand Les Mills workout videos, personalized nutrition recommendations, interactive audio/video workouts, and one-on-one virtual training via video chat. Premium recovery amenities (red light therapy, infrared and traditional saunas, cryolounge, massage chairs, Normatec boots) are positioned as core offerings alongside traditional strength and cardio equipment. Operational efficiency is supported by the DXFactor OMAP AI micro-agents platform, which has processed over 187,000 member interactions and produced $1.2M in operational savings. Health data integrations extend to Apple HealthKit, Samsung Health, and Physmodo body measurement systems.

Fitness SF generates revenue through four streams: recurring gym membership subscriptions (month-to-month and annual prepaid), personal training packages (professional services, with 5% Premier discount), retail product sales (10% Premier discount), and InsideTracker plan commissions through its partnership. Go-to-market is direct-to-consumer and community-led: the company drives acquisition through its website with self-serve online join functionality, a mobile app, an unlimited buddy referral program offering free months, and partnerships with premier SF cultural institutions (SF Symphony, SF Ballet, SF Opera, SF Standard). Distribution is regional (Bay Area only), with 251-500 employees supporting the eight-location footprint. Strategic positioning emphasizes community-first relationships and locally owned authenticity as differentiation from national fitness chains.

Name

Fitness SF

Legal name

Jackovics Enterprises, Inc.

Website

https://fitnesssf.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

251–500 employees

Short description

Fitness SF is a privately held Bay Area fitness operator running eight premium urban gym locations across San Francisco, Marin, and Oakland under Jackovics Enterprises, Inc. The company serves individual Bay Area fitness consumers through tiered memberships, integrated health data tracking (EGYM, InBody, InsideTracker), group fitness, and recovery amenities.

Ownership category

akta.pro rank

Product category

Fitness Center Services

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

Strength & Conditioning Personal Training (HSADAAAB), Functional Fitness / Cross-Training Groups (HSADABAH)

Keywords

• Gym membership services
• Personal fitness training
• Group fitness classes
• Recovery wellness amenities
• Body composition analysis

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Membership Subscriptions: Monthly and annual gym memberships with tiered options including standard month-to-month and premium memberships with additional perks such as training discounts, retail discounts, monthly InBody assessments, and unlimited guest privileges.
2. Personal Training Sessions: One-on-one personal training sessions and packages sold to members, with prepaid sessions being non-refundable and non-transferable. Premier members receive 5% off personal training purchases.
3. Retail Products: Retail merchandise sales including fitness accessories and products. Premier members receive 10% off all retail purchases.
4. InsideTracker Partnership: Members access InsideTracker health testing services at exclusive rates through partnership, with plans purchasable through Fitness SF.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Fitness SF operates multi-location fitness centers across the San Francisco Bay Area, providing monthly and annual gym memberships with access to strength floors, cardio equipment, group fitness classes, and recovery amenities. Core services include one-on-one personal training with certified trainers, data-driven health tracking through integrated technologies (EGYM, InBody, InsideTracker), and a proprietary mobile app delivering on-demand workouts, nutrition coaching, and virtual personal training sessions.

Product overview

Fitness SF is a multi-location fitness chain operating 8 Bay Area gyms (6 in San Francisco plus Marin and Oakland), with a new Polk location opening Fall 2026. The core offering is gym membership with tiered options (standard and Premier), providing access to strength floors, cardio equipment, group fitness classes, and recovery amenities. The product portfolio centers on the Fitness SF Mobile App for on-demand workouts, nutrition coaching, and virtual training, complemented by health tracking integrations including InBody body composition testing and InsideTracker blood/DNA analysis. Additional offerings include personal training, group fitness classes (Les Mills content), and specialized zones like the Glute Zone at Polk. Premium recovery amenities (red light therapy, saunas, cryotherapy) and coworking spaces at newer locations round out the service mix.

Differentiator

Problem solved

Functional benefit

Products and services

• Fitness SF Gym Membership Multi-location gym membership providing access to 8 Bay Area Fitness SF locations (6 in San Francisco including Castro, Embarcadero, Fillmore, Mid-Market, SOMA, and Transbay, plus Marin and Oakland). Includes access to weight floors, cardio equipment, group fitness classes, and recovery amenities. Available as month-to-month or prepaid annual subscriptions.
• Personal Training One-on-one and small group personal training sessions with certified Fitness SF trainers who provide personalized workout guidance, form correction, and fitness progression planning. Sessions available as prepaid packages with Premier members receiving 5% off personal training purchases.
• Group Fitness Classes Wide range of group exercise classes including Yoga, Pilates, ZUMBA, BODYPUMP, and other Les Mills programming formats offered across multiple studio spaces at all Fitness SF locations.
• Fitness SF Mobile App Comprehensive mobile application for iOS and Android providing on-demand workout library with Les Mills videos, nutrition coaching and personalized meal recommendations, interactive audio and video workouts, and one-on-one virtual training sessions via video chat with personal trainers.
• InBody Body Composition Testing Body composition analysis service using InBody machines to measure muscle mass, body fat percentage, and other metabolic health metrics. Available to members at all Fitness SF locations with results accessible via the InBody app using QR codes.
• InsideTracker Health Platform Blood biomarker, DNA, and lifestyle data analysis platform providing personalized health insights and actionable recommendations. Available to Fitness SF members at exclusive rates, including Inner Age calculation and personalized nutrition and supplementation advice purchasable through Fitness SF.
• Fitness SF Polk Location New flagship Fitness SF gym location in the Polk Gulch neighborhood featuring massive strength floor, glute training zone, Keiser A400 circuit, next-gen Life Fitness Symbio cardio series, premium recovery amenities (red light therapy, saunas, cryolounge), group fitness studios, coworking space, dog room, and over 70 free parking spaces. Currently accepting founding member pre-sales ahead of Fall 2026 opening.

Quantifiable outcome

• 187,000+ member interactions processed through AI operations system
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability2 records

Feature5 records

Partnerships

Nine partnerships are on record, tiered core, strategic and minor.

• InsideTrackercoreTechnology or IntegrationFitness SF partners with InsideTracker to provide members access to blood biomarker analysis, DNA testing, and personalized health recommendations at exclusive rates. The integration combines InsideTracker's science-backed health platform with Fitness SF's gym facilities, allowing members to track progress through comprehensive health data and collaborate with trainers on action plans.
• InBodycoreTechnology or IntegrationInBody body composition testing technology available at all Fitness SF locations for members. Provides detailed analysis of muscle mass, body fat percentage, and other body composition metrics to inform personalized fitness planning.
• EGYMcoreTechnology or IntegrationEGYM smart strength equipment integrated into Fitness SF facilities. Connected fitness technology that tracks member performance and provides data for personalized training recommendations across the fitness ecosystem.
• Les MillscoreTechnology or IntegrationLes Mills group fitness programming including BODYPUMP and other class formats. The partnership includes on-demand video library access through the Fitness SF app and hosts Les Mills Global Trainers for exclusive member events and masterclasses.
• DXFactorcoreTechnology or IntegrationDXFactor's OMAP AI micro-agents system deployed across Fitness SF locations for fitness operations automation. The system processes member interactions and has achieved operational savings while improving member engagement.
• SF SymphonystrategicGTM or Marketing PartnerOfficial gym partner of the San Francisco Symphony. Partnership provides exclusive benefits to Fitness SF members and connects the fitness brand with the city's premier cultural institution.
• SF BalletstrategicGTM or Marketing PartnerOfficial gym partner of the San Francisco Ballet. Partnership positions Fitness SF within the arts and cultural community of San Francisco.
• SF OperastrategicGTM or Marketing PartnerOfficial gym partner of the San Francisco Opera. Partnership connects Fitness SF with opera patrons and provides member benefits through the cultural partnership.
• SF StandardminorGTM or Marketing PartnerMedia partnership with SF Standard connecting Fitness SF with local news and lifestyle coverage in San Francisco.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Crunch Fitness: National multi-location fitness chain offering group classes, personal training, and tiered memberships at mid-market price points. Comparable to Fitness SF in product mix (group fitness, personal training, recovery amenities) and target of value-conscious urban professionals, but operating at significantly larger scale.
• Equinox Fitness: Premium multi-location urban fitness club offering strength floors, group classes, personal training, and recovery amenities to affluent professionals. Closely comparable to Fitness SF in target customer, amenity mix, and tiered membership model, though operating at much larger scale and in multiple U.S. metros.

Broad incumbents

• Planet Fitness: Largest U.S. fitness chain by membership count, operating low-cost, high-volume clubs with standardized amenities. Comparable as a broad incumbent shaping consumer expectations of gym pricing and access, though its offering is intentionally narrow versus Fitness SF's premium, amenity-rich experience.
• Life Time Fitness: Large publicly listed premium fitness operator with expansive amenity sets including strength floors, group studios, recovery/wellness spas, and family programming. Comparable as a broad incumbent with overlapping wellness-and-fitness positioning, although its footprint skews suburban and family-oriented versus Fitness SF's urban core.

Regional players

• 24 Hour Fitness: Long-established multi-location fitness chain with deep roots in California and the Western U.S. Comparable in operating model (multi-location, urban/suburban clubs with group fitness and personal training) and regional presence, although positioned at lower price points and broader demographics than Fitness SF.
• The Bay Club Company: Privately held, multi-location family and fitness club operator headquartered in the Bay Area with locations across Northern and Southern California. Directly comparable as a regional, premium-leaning multi-gym operator competing for the same SF/Bay Area member base with similar amenity and membership structures.
• Chuze Fitness: Privately held, multi-location fitness chain concentrated on the U.S. West Coast with value-positioned memberships. Comparable as a regional, multi-location operator with group fitness and personal training, although Chuze targets a lower price point than Fitness SF's premium Bay Area positioning.

Emerging players

• Barry's Bootcamp: Premium boutique fitness brand built around signature group strength-and-conditioning classes in urban markets. Comparable to Fitness SF in its premium urban positioning and appeal to professionals, but competes via a boutique, class-based model rather than a full-service gym membership.
• F45 Training: Global franchise network offering functional training group classes in studio settings, with strong presence in California. Comparable to Fitness SF's strength and conditioning / functional group programming, though F45 is a smaller-format, single-modality operator rather than a full-service gym.

Others

• Equinox Spa & Recovery (and competing standalone recovery studios): Standalone and embedded recovery/wellness studios offering cryotherapy, infrared sauna, red light therapy, and contrast bathing. Relevant as an adjacent, thematically related category whose growth both validates and threatens to commoditize the recovery amenity layer Fitness SF has invested in.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/fitnesssf
• Facebookfacebook.com/fitnesssfhome
• LinkedInlinkedin.com/company/fitness-sf
• Instagraminstagram.com/fitnesssf

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Fitness SF