Fitness First

What Fitness First does

Fitness First is a premium gym and fitness center chain founded in 1993 in the United Kingdom, with consolidated operations centered in Singapore (Fitness First Singapore Pte. Ltd.) where it operates 14 state-of-the-art club locations and provides access to 70+ partner clubs across Southeast Asia through its International Passport program. The company's product portfolio includes a standard premium subscription membership, FITPASS (a flexible pay-as-you-go model with no monthly fees and no commitment period, using 12-month-valid class credits), personal training with certified coaches across 60+ specializations, and an extensive group fitness library delivering over 5,000 classes per month spanning HIIT, cycling, strength training (including official HYROX training), dance, mind-body disciplines, and aqua fitness. Supporting technology includes a mobile application with 6-day advance class booking, the MyCoach progress tracking system, and Boditrax body composition analytics measuring weight, muscle mass, fat percentage and other biometrics.

Fitness First serves two primary customer segments: individual consumers (primary) ranging from casual users to fitness enthusiasts, and corporate clients (secondary) purchasing employee wellness packages. The business operates under the Evolution Wellness parent group (referenced in URL structure and asset paths), and the Singapore entity operates as a private limited company. Revenue mechanics combine recurring monthly subscriptions, FITPASS usage-based credits, personal training add-ons, and corporate contracts. A 2024 partnership with HealthHero introduced an optional £10/month add-on for the UK market extending the value proposition into remote GP, physiotherapy, dietetics, and mental health services. Fitness First is also exposed to adjacent fitness-industry investments, notably a stake in Indian fitness platform Cult.fit (held via Fitness First Luxembourg), which was disclosed as a selling shareholder in Cult.fit's July 2026 IPO.

Name

Fitness First

Legal name

Fitness First Singapore Pte. Ltd.

Website

https://fitnessfirst.com.sg

Company type

Private

Founded year

2026

Operating status

Operating

Headcount range

251–500 employees

Short description

Fitness First is a premium gym chain operating 14 clubs in Singapore with access to 70+ Southeast Asian partner clubs, serving individual consumers and corporate clients with memberships, personal training, and 5,000+ monthly group fitness classes.

Ownership category

akta.pro rank

Product category

Health Club and Fitness Center Services

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industries

General Personal Training (In-Person & Virtual) (HSADAAAA), Functional Fitness / Cross-Training Groups (HSADABAH), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)

Keywords

• Premium gym memberships
• Group fitness classes
• Personal training services
• Health club chain
• Corporate wellness programs

Headquarters

HQ city

Parkstone

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Pricing tiers

Distribution channels4 records

Marketing channels7 records

Core offering

Fitness First operates premium gym and fitness center clubs offering access to state-of-the-art facilities, certified personal training with 60+ specializations, and over 5,000 monthly group fitness classes across HIIT, cycling, strength, dance, mind-and-body, and aqua categories. Memberships are sold as recurring subscriptions (Standard Membership) or as no-contract, pay-as-you-go class credits (FITPASS), with digital tooling (mobile app, MyCoach, Boditrax) supporting booking and progress tracking. Corporate wellness packages and a regional International Passport benefit extend the network across 14 Singapore clubs and 70+ South East Asia clubs.

Product overview

Fitness First operates as a premium gym and fitness center chain offering a multi-tiered product portfolio centered around its core gym membership services. The core offering includes access to 14 state-of-the-art gyms across Singapore and 70+ clubs throughout South East Asia. The company provides two primary membership pathways: Standard Membership for traditional gym access, and FITPASS for flexible pay-as-you-go class credits with no long-term commitment. Supplementary services include Personal Training with over 60 specializations, and an extensive Group Fitness Classes program offering 5,000+ monthly classes across categories like HIIT, cycling, strength training, dance, and mind-body disciplines. Digital tools including the Fitness First Mobile App, MyCoach, and Boditrax tracking systems enhance member experience, while add-on benefits like International Passport extend access across regional gym locations.

Differentiator

Problem solved

Functional benefit

Brands

• FITPASS: Flexible membership option with no monthly fees and no commitment period, allowing pay-as-you-go with class credits that last up to 12 months.

Products and services

• FITPASS A flexible pay-as-you-go membership option with no monthly fees and no commitment period, allowing members to purchase class credits that last for up to 12 months at Fitness First Singapore clubs.
• Standard Membership Traditional gym membership offering access to premium equipment, group fitness classes, certified fitness coaches, and health assessments across Fitness First gym locations, with a 7-day money-back guarantee.
• Personal Training One-on-one or small group training sessions delivered by certified fitness coaches offering over 60 training specializations, including preventive aging, injury recovery, pre/post-natal, weight loss, and muscle building programs.
• Group Fitness Classes Over 5,000 group fitness classes offered monthly across categories including HIIT, cycling (RPM), strength and conditioning (BodyPump, HYROX), dance (BodyJam), mind and body (BODYBALANCE, Sound Flow, Aerial Flow Yoga), and Aqua Fit.
• International Passport A membership benefit allowing members reciprocal access to Fitness First gyms across South East Asia, with 70+ clubs in the region covered under the program.
• Corporate Packages Customized corporate fitness packages designed for businesses that want to provide employee wellness benefits through access to Fitness First clubs and programs.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• HealthHerocoreStrategic or Co-development Partner · 14 August 2024Fitness First announced a new premium membership partnership with HealthHero, offering holistic health services including remote GP consultations, physiotherapy, dietetics, and mental health support. The membership costs an additional £10 per month with no contract required, providing accessible private healthcare support to Fitness First members. This partnership enhances Fitness First's value proposition beyond traditional fitness services.

Recent moves6 records

Expansion highlights5 records

Direct peers

• Virgin Active: Virgin Active operates premium, multi-club fitness centers in Singapore and across Asia with a comparable membership-based model, group-class libraries, and personal training services, directly competing with Fitness First for the same premium consumer segment.
• Pure Fitness: Pure Fitness runs premium 24-hour gyms across Asia (notably Singapore and Hong Kong) targeting the same affluent, urban professional demographic as Fitness First with similar premium equipment, group classes, and PT offerings.
• Anytime Fitness: Anytime Fitness operates 24/7, value-to-mid-tier gyms globally including Singapore, providing a more affordable alternative to Fitness First; relevant as a price-anchored competitor in the same geographies.

Broad incumbents

• Evolution Wellness: Evolution Wellness is the parent/sister group behind Fitness First's Asia operations, also owning complementary brands (e.g., Celebrity Fitness, GOFIT); it is the relevant group-level incumbent shaping strategy, capital allocation, and cross-brand synergies.
• Planet Fitness: Planet Fitness is the largest global low-cost gym franchise; while positioned below Fitness First on price, it shapes consumer perception of gym value and limits how high mass-market gym pricing can rise in shared geographies.
• Gold's Gym: Gold's Gym is a globally recognized premium gym brand with Asian franchises, comparable to Fitness First in target demographic, group-class programming, and personal training services, making it a direct international benchmark.

Emerging players

• Cult.fit: Cult.fit is an India-based, app-led fitness and wellness platform with both physical centers and digital offerings; Fitness First holds an equity stake, making Cult.fit both a strategic peer and a portfolio asset with overlapping group-class and personal training offerings.
• F45 Training: F45 is a global functional training and group-fitness franchise with strong Asia presence, competing for the same time-pressed, class-loving member segment as Fitness First's HIIT and HYROX programming, though with a leaner facility footprint.
• Barry's Bootcamp: Barry's is a global premium boutique fitness brand combining HIIT and indoor cycling, competing directly for Fitness First's high-spend class attendees and conditioning-focused members in major Asian cities.
• Rumble Boxing: Rumble is a boutique boxing- and strength-focused fitness concept expanding globally; it represents the premium boutique end of the market that competes with Fitness First for class-attending, experience-driven members.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCMNOPKcjL7pqvxEgrFAWZcQ
• Facebookfacebook.com/fitnessfirstsingapore
• LinkedInlinkedin.com/company/fitness-first-singapore
• Instagraminstagram.com/fitnessfirst_sg/?hl=en

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 Fitness First