Motion Fitness

What Motion Fitness does

Motion Fitness is a privately held, locally owned Canadian gym chain headquartered in Saskatoon, Saskatchewan, operating four physical fitness facilities across two provinces — multiple sites in Saskatoon (Stonebridge, Brighton, Blairmore, Lawson Heights, and University Heights), two sites in Red Deer (Timberlands and Bower Place), and one site in Okotoks, Alberta. Founded in 2004, the company employs 101-250 people and sells recurring memberships that grant access to fitness equipment and free group fitness classes (Group Power, Group Active, Group Centergy, Group Kick, Group Step, Group Ride, Group Stretch), with separate revenue streams from one-on-one personal training services and Corporate Memberships sold to local businesses.

The company's underlying technology stack is conventional for a multi-location fitness operator rather than proprietary: membership management runs on the InCharge Life platform, body composition is measured via InBody analyzers deployed at every location, digital home-workout content is delivered through a partnership with MOSSA On Demand (12 programs, 60+ workouts), and a branded Motion Fitness mobile app on iOS and Android provides club challenges, goal setting, and third-party fitness data aggregation. None of these layers are built in-house or differentiated by AI/ML.

Commercially, Motion Fitness uses a product-led acquisition funnel anchored on a free 7-day trial pass with no commitment, combined with direct-to-consumer individual sign-ups and a sales-led motion into the corporate wellness segment. Pricing is city-specific and not publicly disclosed. Marketing spans an educational blog, an active social presence (Instagram, Facebook, TikTok, Pinterest, Snapchat, Spotify), structured member referrals, and a community ambassador program, positioning the chain as an inclusive, locally rooted alternative to national competitors in its service geography.

Name

Motion Fitness

Legal name

Motion Fitness

Website

https://motionfitness.ca

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

Motion Fitness is a Canadian, locally owned gym chain operating four physical fitness locations across Saskatchewan and Alberta (Saskatoon, Red Deer, Okotoks). It serves individual consumers, families, and local businesses with recurring memberships, personal training, corporate wellness programs, and bundled digital workouts.

Ownership category

akta.pro rank

Product category

Fitness Centers

NAICS

Fitness and Recreational Sports Centers (71394), 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

Functional Fitness / Cross-Training Groups (HSADABAH), Small-Group Personal Training (Semi-Private) (HSADAAAN), Online/Remote Personal Training & Programming (HSADAAAM)

Keywords

• Gym memberships
• Group fitness classes
• Personal training services
• Corporate wellness programs
• Fitness facility operations

Headquarters

HQ city

Saskatoon

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Memberships: Recurring membership subscriptions providing access to gym facilities, free group fitness classes, and amenities. Sold on individual basis with city-specific pricing.
2. Personal Training Services: One-on-one and potentially small group personal training sessions with certified trainers. Members can book consultations and orientations with personal trainers.
3. Corporate Memberships: Bulk membership packages sold to businesses for their employees, offering discounted group rates.
4. MOSSA On Demand Digital Access: Digital workout streaming service included with membership, providing home workout options for members.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Motion Fitness operates a multi-location Canadian gym chain providing membership-based access to fitness equipment, free group fitness classes (Group Power, Group Active, Group Centergy, Group Kick, Group Step, Group Ride, Group Stretch), personal training services, and InBody Body Composition Analysis. Members additionally receive access to MOSSA On Demand, a digital streaming platform for home workouts, and a mobile fitness tracking app with third-party app connectivity.

Product overview

Motion Fitness is a locally owned and operated Canadian gym chain offering a multi-location fitness platform centered on gym membership with free group fitness classes. The core offering includes traditional gym access across 4 locations in Saskatoon, Red Deer, and Okotoks. The product portfolio extends through Personal Training for customized one-on-one coaching, the MOSSA On Demand digital streaming service providing 12 at-home workout programs, and a mobile Motion Fitness App enabling goal tracking and third-party fitness integration. Additional offerings include Corporate Memberships for business wellness programs and an Ambassador Program for community engagement. The 7-Day Free Trial serves as the primary acquisition mechanism, while the blog provides fitness education content.

Differentiator

Problem solved

Functional benefit

Brands

• MOSSA On Demand: Digital streaming workouts offered to members including 12 programs covering strength, cardio, yoga-inspired, MMA-cardio, dance, and indoor cycling.
• Motion Fitness App

Products and services

• Motion Fitness Membership Recurring gym membership providing access to multiple Motion Fitness locations across Saskatoon, Red Deer, and Okotoks, with fitness equipment, free group fitness classes, and amenities. Sold on a city-specific basis with individual sign-up.
• Personal Training One-on-one personal training sessions with certified trainers providing customized workout programs, orientations, and fitness consultations for members seeking tailored coaching.
• MOSSA On Demand Digital streaming workout platform offering 12 MOSSA programs with 4-5 workouts each, covering strength, cardio, yoga-inspired, MMA-cardio, dance, and indoor cycling. Accessible via TV, computer, or mobile app, with a 14-day free trial option and included with Motion Fitness membership.
• Motion Fitness App Mobile fitness tracking application enabling members to join club challenges, set personalized goals, and aggregate fitness data from third-party apps in one place. Distributed via Apple App Store and Google Play.
• Corporate Memberships Bulk corporate wellness membership program offering businesses discounted group rates for employee gym access and fitness benefits.
• 7-Day Free Trial Pass No-commitment one-week pass providing full access to gym facilities, group fitness classes, personal trainers, and amenities for prospective members.

Quantifiable outcome

• Access to 12 MOSSA programs with 60+ workouts included with membership

Segments3 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

Two partnerships are on record, tiered core.

• MOSSAcoreTechnology or IntegrationMOSSA provides digital streaming workout platform integrated into Motion Fitness membership. Members access 12 MOSSA programs with 60+ workouts covering strength, cardio, yoga-inspired, MMA-cardio, dance, and indoor cycling. Available on TV, computer, or mobile app with 14-day free trial offered.
• InCharge LifecoreTechnology or IntegrationInCharge Life provides member portal and app login functionality. Members access their accounts through the InCharge Life platform for membership management.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• GoodLife Fitness: Canada's largest fitness chain with hundreds of locations nationwide. Directly comparable as a multi-location membership gym operator targeting the same Canadian consumer base; the primary competitive threat in Motion Fitness's core geographies.
• Anytime Fitness: Global 24/7 franchise gym chain with significant Canadian presence. Directly comparable membership gym model, including personal training add-ons, and competes for the same small-city Canadian consumer.
• Fit4Less: Budget fitness chain operated by GoodLife parent. Comparable Canadian membership gym operator with low-cost positioning, directly competing on price-sensitive segments in overlapping geographies.
• Crunch Fitness: Multi-location fitness chain offering membership access, group classes, and personal training. Comparable membership-driven, multi-format gym business model with expanding Canadian footprint.
• World Gym: Established global fitness chain with full-service gym, group classes, and personal training. Comparable multi-location full-service gym operator with overlapping product mix.
• Movati Athletic: Canadian-owned premium fitness club operator with multiple Ontario locations offering memberships, group fitness, and personal training. Comparable Canadian multi-location membership gym business model.

Emerging players

• Orangetheory Fitness: Boutique heart-rate-based group training franchise with growing Canadian presence. Comparable as a group fitness offering complementing traditional gym access, and a meaningful competitor for the same personal-training-adjacent consumer.
• F45 Training: Functional training franchise with multiple Canadian studios. Comparable as a group/functional fitness operator, addressing an overlapping consumer segment that may otherwise choose Motion Fitness's group classes.

Broad incumbents

• Planet Fitness: Largest low-cost gym franchise in North America. Comparable basic-membership fitness model, competes on price for entry-level members, and represents scale pressure on smaller regional chains.
• Gold's Gym: Iconic global fitness brand with full-service gym and personal training offerings. Comparable multi-format gym operator with established brand strength, posing brand-competition pressure on independent operators.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/motionfitness
• Xx.com/motionfitcanada
• Facebookfacebook.com/MotionFitnessSaskatoon
• LinkedInlinkedin.com/company/motion-fitness-canada

Revenue estimate

Valuation estimate

Number of profiles

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 Motion Fitness