Phoenix Fitness & Martial Arts

What Phoenix Fitness & Martial Arts does

Phoenix Fitness & Martial Arts is a privately held, family-owned boutique fitness and martial arts gym headquartered at 3957 Deep Rock Rd, Henrico, Virginia, serving the Richmond metropolitan area. Founded in 2015 by Ethan and Renee Chandler after they left 20-year corporate careers, the company integrates conventional fitness programming with martial arts disciplines under one roof, offering Personal Training (one-on-one coaching), Small Group Training (including Total Strength and Strength & Cardio classes), Martial Arts Training in Boxing, Muay Thai Kickboxing, and Brazilian Jiu Jitsu, and Youth Programs (Youth Strength, Youth Boxing, and Youth Jiu Jitsu starting at age 8).

The business is delivered through an in-person, direct-to-consumer model at its single physical facility, supported by a roster of credentialed coaches (black belts in BJJ and Tae Kwon Do, USA Boxing Level 1 certified, and NSCA Certified Strength & Conditioning Specialists). Its stated methodology combines evidence-based protocols, performance testing, and movement evaluations; it has no proprietary software, no mobile app, no AI/ML capabilities, and no API product surface. The website is built on Gym Member Machine, indicating a third-party technology partnership for site operations.

Phoenix FMA operates on a subscription/recurring revenue model with quote-based pricing (no publicly disclosed tiers), monetizing through monthly memberships for personal training, small group sessions, martial arts classes, and youth programs. It pursues a community-driven go-to-market strategy emphasizing word-of-mouth, local reputation (337 Google reviews with an 'Excellent' rating), educational blog content, and organic social engagement on Facebook and Instagram. The company has no external funding, no subsidiaries, no M&A activity, and no disclosed parent company or institutional investors.

Name

Phoenix Fitness & Martial Arts

Legal name

Phoenix Fitness & Martial Arts

Website

https://phoenixfma.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Phoenix Fitness & Martial Arts is a family-owned boutique gym in Henrico, Virginia, offering personal training, small group training, and martial arts instruction in Boxing, Muay Thai, and Brazilian Jiu Jitsu for adults and youth across the Richmond metro area.

Ownership category

akta.pro rank

Product category

Boutique Fitness and Martial Arts Training Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Combat Sports Gyms (Boxing, Kickboxing, Muay Thai) (HSADADAB)

akta.pro secondary industries

General Personal Training (In-Person & Virtual) (HSADAAAA), Small-Group Personal Training (Semi-Private) (HSADAAAN), Youth & Teen Personal Training (HSADAAAJ)

Keywords

• Personal training services
• Martial arts instruction
• Small group fitness
• Youth fitness programs
• Boxing and jiu jitsu

Headquarters

HQ city

Virginia

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Membership-based Training Services: Recurring membership revenue from personal training sessions, small group training classes, and martial arts programs. Services offered include Personal Training, Small Group Training, Martial Arts Training (Boxing, Muay Thai, BJJ), and Youth Programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Phoenix Fitness & Martial Arts is a single-location family-owned gym in Henrico, VA that sells in-person personal training, small group fitness classes (Total Strength, Strength & Cardio), martial arts instruction in Boxing, Muay Thai Kickboxing, and Brazilian Jiu Jitsu, plus youth strength and martial arts programs. Services are delivered by certified coaches on a recurring membership basis to adults and children in the greater Richmond, VA area.

Product overview

Phoenix Fitness & Martial Arts is a family-owned fitness and martial arts gym serving Richmond, VA since 2015. The company offers a unified training platform combining personal training, small group training, and martial arts instruction. The core offerings include Personal Training (one-on-one coaching), Small Group Training (Total Strength and Strength & Cardio classes), Martial Arts Training (Boxing, Muay Thai Kickboxing, and Brazilian Jiu Jitsu), and Youth Programs (Youth Strength, Youth Boxing, and Youth Jiu Jitsu). The portfolio integrates fitness training with martial arts disciplines under one roof, serving adults and youth from beginner to advanced levels.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Training One-on-one focused training sessions for busy adults providing personalized coaching tailored to individual goals, experience levels, and schedules, combining strength training and martial arts guidance with expert instruction and accountability.
• Small Group Training Structured group workout sessions combining strength and cardio training in a supportive environment with certified trainers, including Total Strength and Strength & Cardio classes, offering more personal attention than crowded fitness classes while maintaining community motivation.
• Martial Arts Training Adult martial arts instruction covering Boxing, Muay Thai Kickboxing, and Brazilian Jiu Jitsu disciplines, designed to build practical self-defense skills, confidence, technique, and physical conditioning.
• Youth Programs Age-appropriate fitness and martial arts training for children and teens (starting age 8), including Youth Strength, Youth Boxing, and Youth Jiu Jitsu programs designed to develop coordination, discipline, and confidence.

Quantifiable outcome

• 337 customer reviews with positive satisfaction ratings
• +1 more outcomes

Named customers6 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

Feature2 records

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• F45 Training: Group-functional-training franchise with HIIT-style classes; comparable boutique small-group training experience and adult demographic.
• Tiger Schulmann's Martial Arts: Multi-discipline martial arts chain with kickboxing, BJJ, and youth programs; comparable offerings and similar target families and adults.
• 9Round Fitness: Kickboxing-themed circuit training franchise with 30-minute rotating workouts; comparable model to Phoenix's Small Group and Muay Thai programming for time-pressed adults.
• Gracie Barra: Global Brazilian Jiu Jitsu academy franchise with structured belt programs; competes specifically with Phoenix's BJJ program for adult and youth grappling students.
• Title Boxing Club: National boxing and kickboxing franchise offering group boxing-based fitness classes; directly competes with Phoenix's boxing, Muay Thai, and personal-training offerings in the same consumer segment.
• UFC Gym: Martial-arts-anchored fitness franchise combining MMA, boxing, BJJ, and conditioning; overlaps with Phoenix's full martial-arts and youth programming lineup.

Broad incumbents

• Life Time Fitness: Premium multi-format health club with group classes, personal training, and youth programs; broader offering than Phoenix but overlaps in personal training and youth segments.
• Orangetheory Fitness: Large boutique fitness brand with structured heart-rate-based group classes; competing in the broader adult group-fitness market but not martial-arts focused.
• Xponential Fitness: Public franchisor of boutique fitness brands (Club Pilates, StretchLab, Rumble, YogaSix); serves as a capital-efficient scale model relevant to a private equity thesis on Phoenix's category.

Emerging players

• Burn Boot Camp: Boutique fitness franchise focused on 45-minute strength and conditioning camps with a strong community emphasis; competes for similar adult members.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/phoenixfma
• Instagraminstagram.com/phoenix_fma
• LinkedInlinkedin.com/company/phoenix-fitness-martial-arts

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Phoenix Fitness & Martial Arts