Crank
Crank is a UAE homegrown boutique fitness studio operating three studios in Dubai and Abu Dhabi, offering entertainment-led cycling, strength, and hybrid group classes combined with an on-demand digital platform for individual consumers and corporate clients.
- Company typePrivate
- Founded2017
- HeadquartersDubai, United Arab Emirates
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Crank does
Crank is a UAE homegrown boutique fitness studio concept founded in 2017 by Ken Calleja, Kourosh Dara, Nuno Costa, and Sami Hakim, operating across three owned studio locations in Dubai (Alserkal Avenue and Town Square) and Abu Dhabi (Sheikha Fatima Bint Mubarak Park). The company delivers instructor-led group fitness classes built around three core products: RIDE (45-minute indoor cycling with beat-pumped tracks and choreographed rhythm variants), SHAPE (high-intensity interval training and functional strength), and STRIDE (a hybrid class combining cycling and bench work). Its core technology stack centers on state-of-the-art audiovisual systems designed to evoke a nightclub atmosphere, combined with sensor-based performance tracking that captures power, speed, heart rate, distance, and calories during rides and displays results on community leaderboards. Crank supplements the in-studio experience with an on-demand digital streaming platform launched during the 2020 pandemic and native iOS and Android applications for booking, package management, and remote class access.
The business model combines one-time class credit packages (1-20 sessions with varying expiry), recurring monthly subscriptions (12, 20, or 30 classes per month with 30-day validity), gift cards, private corporate bookings, and online on-demand subscriptions. Packages are non-transferable, non-refundable, and non-extendable, with a 12-hour cancellation policy. Crank monetizes its consumer base primarily through direct-to-consumer bookings at its studios and via its mobile and web platforms, while pursuing corporate and event-driven revenue through private classes at iconic venues including the Museum of the Future, Ski Dubai, Yas Marina Circuit, and Aura Skypool. The company holds registered trademarks for CRANK and CRANK Fitness in the UAE and EU.
Crank expanded its distribution in November 2022 by partnering with Francorp Global to franchise the concept internationally, while continuing to invest in event-based marketing and brand collaborations with partners such as SALT, WHOOP, WIO, SALATA, and Blended to drive community engagement. The company is privately held by its four founders with no external institutional capital disclosed, operating through Crank Fitness Ltd (British Virgin Islands) as the parent entity and Crank Gym LLC (UAE) as the operating affiliate. Customer segments center on fitness enthusiasts seeking premium, entertainment-led boutique workouts, with secondary segments in corporate wellness and event participants.
Crank firmographics
Firmographics- Name
- Crank
- Legal name
- CRANK Fitness Ltd
- Website
- https://crank-fit.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Crank is a UAE homegrown boutique fitness studio operating three studios in Dubai and Abu Dhabi, offering entertainment-led cycling, strength, and hybrid group classes combined with an on-demand digital platform for individual consumers and corporate clients.
- Ownership category
- akta.pro rank
Crank industry classification
Industry- Product category
- Boutique Fitness Studios
- NAICS
- Fitness and Recreational Sports Centers (71394)
- akta.pro primary industry
- Cycling/Spin Classes (HSADABAE)
- akta.pro secondary industry
- Bike Fit, Performance & Training Retail/Studios (CRAMAHAI)
Keywords
Where Crank is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices3 records
Markets served
Crank business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Class Package Sales: Crank sells class credit packages (1, 5, 10, or 20 sessions) that expire after a specified period from purchase date. Customers purchase credits to book individual classes at their convenience.
- Monthly Memberships: Crank offers monthly subscription packages (12, 20, or 30 classes per month) with 30-day validity. These recurring memberships provide consistent revenue and encourage regular attendance.
- Gift Cards: Crank sells gift cards valid for 1 year from purchase date, available in various denominations for studio sessions and memberships.
- Private Class Bookings: Crank facilitates private classes for corporate events or special occasions at varying prices based on requested timeslots.
- Online On-Demand Service: Crank offers online-only subscription packages with 30-day validity for members who prefer at-home workouts, complementing the physical studio experience.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Class Credit Packages (1-20 sessions) |
| Subscription | Monthly | Monthly Subscriptions (12-30 classes) |
| Other | Pay-as-you-go | Gift Cards |
| Freemium | Pay-as-you-go | Trial Class |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Crank product offering
Product offeringCore offering
Crank is a boutique fitness studio chain operating three locations in the UAE (Dubai Alserkal, Dubai Town Square, Abu Dhabi) that delivers instructor-led group fitness classes (RIDE indoor cycling, SHAPE strength training, and STRIDE hybrid classes) complemented by an online on-demand streaming platform and mobile apps. The company sells class credit packages, monthly memberships, gift cards, and private event bookings, with operational emphasis on immersive audiovisual experiences and community-driven engagement.
Product overview
CRANK is a boutique fitness studio offering instructor-led group fitness classes centered around two main products: RIDE (indoor cycling) and SHAPE (strength and conditioning), plus the hybrid STRIDE class. The company operates three physical studio locations in Dubai and Abu Dhabi, UAE, complemented by a digital On-Demand platform and mobile applications for iOS and Android that enable both in-studio bookings and remote class access.
Differentiator
Problem solved
Functional benefit
Products and services
- CRANK RIDE Signature 45-minute indoor cycling sessions featuring cardio-intensive workouts with beat-pumping tracks and state-of-the-art light and sound systems. Includes standard RIDE and Rhythm RIDE variants with choreographed movements, designed for fitness enthusiasts seeking an entertaining boutique fitness experience.
- CRANK SHAPE High-intensity interval training and functional movement strength and conditioning class designed to challenge, burn, and shape selected muscle groups while boosting overall strength. Suitable for various fitness levels and delivered with state-of-the-art audiovisual systems.
- CRANK STRIDE Innovative hybrid class combining RIDE cycling with SHAPE strength training; participants choose to start on bike or bench and swap halfway through for a comprehensive workout targeting both strength and endurance.
- CRANK On-Demand Online on-demand streaming service enabling members to access fitness classes remotely, including recorded sessions from studios and specialized content. Launched during the pandemic to complement the in-studio experience and serve hybrid customers.
- CRANK Mobile App Native mobile application available on iOS and Android enabling class booking, package purchases, account management, and access to the on-demand platform.
Companies that use Crank
Customer profileSegments3 records
Ideal customer profiles2 records
Crank technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Crank partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered minor and core.
- Aura SkypoolminorCrank partnered with Aura Skypool for exclusive RIDE sessions at the luxury Dubai venue. The partnership brings boutique fitness to a premium hospitality setting.
- WHOOPminorCrank teamed up with WHOOP to reward top performers in the CRANK WHOOP community monthly, with winners in Strain, Recovery, and Sleep categories receiving WHOOP bands or blue light blocking glasses. The partnership incentivizes member engagement and performance tracking.
- SALATAminorOne-month collaboration across all three CRANK studios with SALATA (a healthy food brand). Includes special RIDE classes with SALATA merch and Protein Bowl vouchers for attendees, plus a draw to win WHOOP with 1-year membership.
- BlendedminorCrank partnered with Blended for an exclusive rooftop silent disco RIDE event at their venue overlooking The Palm and Ain Dubai. The event featured Nuno and Andre as instructors with special booking requirements through the CRANK app.
- Museum of the FutureminorCrank conducted its first-ever RIDE and SHAPE classes on the 7th floor of the Museum of the Future during the Dubai Fitness Challenge 30x30. This landmark partnership brought boutique fitness to one of Dubai's most iconic venues.
- Ski DubaiminorCrank brought the heat to the ice at Ski Dubai for silent disco RIDE events inside the snow venue. The second edition of this unique pop-up event combined fitness with an unconventional venue experience.
- Sharjah AmphitheatreminorCrank debuted at Al Majaz Amphitheatre with pop-up RIDE and SHAPE sessions as part of its expansion into Sharjah. The two-day event featured various class types including Ladies Only sessions.
- WIOminorCrank partnered with WIO (a local digital bank) for the September WIO Challenge, encouraging members to complete 25 classes in 30 days with stats tracked on a community leaderboard. The partnership included promotional activities and community engagement initiatives.
- Francorp GlobalcoreCrank partnered with Francorp Global, a leading international franchise operator established in 1976 with presence in over 45 countries, to expand operations across the region and beyond. This franchise partnership reflects the growing demand for boutique lifestyle fitness brands and enables Crank to export its UAE-grown concept internationally.
- SALTminorCrank partners with SALT (a lifestyle brand at Kite Beach) for seasonal outdoor RIDE and SHAPE workouts every Saturday morning during winter. The collaboration includes special silent disco editions and joint branding at beach locations.
- Yas Marina CircuitminorCrank took over Yas Marina Circuit for 8 Silent Disco RIDES ahead of the Abu Dhabi Grand Prix. The partnership brought fitness events to one of the world's most famous racing circuits.
- Al Jalila FoundationminorCrank partnered with Al Jalila Foundation and Address Sky View to host a Silent Disco RIDE session for breast cancer awareness month. The event brought the community together to raise awareness and funds for breast cancer research.
- The Edition Abu DhabiminorCrank offered an exclusive active staycation package including workouts at CRANK Abu Dhabi followed by an overnight stay at The Edition Abu Dhabi, evening brunch, fresh breakfast, and poolside relaxation. A lifestyle partnership combining fitness with hospitality.
- ICD Brookfield PlaceminorCrank partnered with ICD Brookfield Place to host two sold-out outdoor spin sessions in the iconic commercial tower in DIFC. The event brought fitness to a corporate setting with views of the Dubai skyline.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Crank competitors and assessment
Company assessmentDirect peers
- Barry's Bootcamp: Global boutique fitness brand combining indoor cycling ("Barry's Ride") with high-intensity strength training ("Barry's Bootcamp") in an immersive, music-driven studio environment — a near-exact operational and experiential analog to Crank's RIDE/SHAPE/STRIDE model.
- SoulCycle: Pioneering premium indoor cycling studio built around community, instructor charisma, and immersive lighting/sound — the original concept Crank emulates, and a direct benchmark for unit economics and brand-led pricing in boutique spin.
- F45 Training: Functional training franchise with a strong presence in the UAE and globally; competes for the same premium fitness consumer and offers a franchise-based growth model comparable to Crank's Francorp Global strategy.
- CycleBar: Premium indoor cycling franchise operating immersive studios with performance tracking and community events — directly comparable to Crank on product, positioning, and franchise-driven expansion.
- 1Rebel: London-origin boutique studio combining indoor cycling with strength and HIIT classes in a premium, design-led environment; a close international analog to Crank's RIDE/SHAPE/STRIDE format.
Broad incumbents
- Peloton Interactive: Connected fitness incumbent with both a content/digital platform and physical studios; competes with Crank's on-demand offering and benchmarks the digital-plus-physical hybrid model Crank is pursuing.
Regional players
- Ride Cycle Club: UAE-based boutique indoor cycling concept; directly competes with Crank in the Dubai market for the same premium segment and serves as the most immediate local comparable.
- GymNation: UAE-headquartered low-cost fitness chain; serves as a regional pricing/comparison anchor for the UAE fitness market in which Crank operates at the premium tier.
- Studio One Pilates: UAE boutique reformer Pilates studio; competes for the same premium female and wellness-oriented customer segment in Dubai/Abu Dhabi that Crank targets with its SHAPE and STRIDE classes.
Others
- Fitbit (Google): Wearable performance-tracking ecosystem; complementary to Crank's performance metrics offering and a potential integration partner as Crank expands its in-class tracking and leaderboard features (alongside WHOOP).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Crank social profiles
Digital presenceCrank financial estimates
Financial estimateRevenue estimate
Valuation estimate
Crank leadership team
Management profileNumber of profiles
Profiles4 records
Crank funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Crank M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Crank
What does Crank do?
Crank is a boutique fitness studio chain operating three locations in the UAE (Dubai Alserkal, Dubai Town Square, Abu Dhabi) that delivers instructor-led group fitness classes (RIDE indoor cycling, SHAPE strength training, and STRIDE hybrid classes) complemented by an online on-demand streaming platform and mobile apps. The company sells class credit packages, monthly memberships, gift cards, and private event bookings, with operational emphasis on immersive audiovisual experiences and community-driven engagement.
Is Crank a public or private company?
Crank is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Crank founded?
Crank was founded in 2017. It employs 11 to 50 people.
Where is Crank based?
Crank is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does Crank make money?
Five revenue lines are on record. Class Package Sales are the primary driver. The others are monthly Memberships, gift Cards, private Class Bookings and online On-Demand Service.
Who are Crank's main competitors?
Direct peers on record are Barry's Bootcamp, SoulCycle, F45 Training, CycleBar and 1Rebel. Peloton Interactive is listed as a broad incumbent. Regional players are Ride Cycle Club, GymNation and Studio One Pilates. Fitbit (Google) is listed as an others.
Does Crank have an API?
No public API is recorded for Crank.
What industry is Crank in?
Crank's product category is Boutique Fitness Studios. Its primary akta.pro industry code is HSADABAE, Cycling/Spin Classes, with a secondary code of CRAMAHAI, Bike Fit, Performance & Training Retail/Studios. Its NAICS code is 71394.