True40 Studio

What True40 Studio does

True40 Studio operates a multi-location boutique fitness franchise built around a proprietary fusion workout method that combines strength training, cardio, barre, Pilates, TRX suspension training, and yoga into a single low-impact, high-intensity class delivered in three formats: the 60-minute True40 Fusion (signature), 50-minute True40 Express, and 45-minute True40 Cardio. The company was founded in 2016 and headquartered in Birmingham, Alabama, under True40 Franchise Company LLC, with seven studios operating across Alabama (Auburn, Birmingham, Homewood, Trussville, Tuscaloosa, Gardendale, and Huntsville) — each housed in a separate LLC entity, some corporate-owned and some franchise-partner owned. The studio experience is augmented by on-site childcare at most locations, in-studio retail (sticky socks, apparel, Bala Bangles, a True40 x Cream Yoga collaboration line), and a digital extension called True40 On Demand, a 100+ class streaming library distributed via Vimeo On Demand at $5 per class or $25 per month.

The commercial model is a hybrid of recurring membership subscriptions, class-pack credits, and franchise royalties. Consumer-facing pricing spans $30 drop-ins, $15 intro first-class offers, $75–$90 four-class/month memberships, $185–$240 unlimited monthly plans, and longer six- and twelve-month prepayment options at lower effective monthly rates, with student, hero (healthcare/first responder/military/teacher), bride-to-be, and post-natal discounts layered in. On the supply side, the franchise program charges a $40,000 initial fee plus a 6% monthly gross-revenue royalty, with a total studio investment range of $150,000–$375,000 and an average franchisee loan-payback window of about three years. The company monetizes its consumer base through primary women aged 25–55, with secondary segments spanning pregnant/postpartum women, adults recovering from injury, professional wellness buyers, and college students near Auburn and Tuscaloosa — all served via owned studios, location-specific Instagram accounts, email marketing, blog content, community referral programs, and an HSA/FSA partnership with TrueMed.

Name

True40 Studio

Legal name

True40 Franchise Company LLC

Website

https://true40studio.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

True40 Studio is a seven-location Alabama boutique fitness franchise built around its proprietary True40® fusion workout (barre, Pilates, TRX, strength, yoga), serving primarily women aged 25–55 through memberships, class packs, on-site childcare, digital On Demand streaming, and a $40,000-entry-fee franchise network.

Ownership category

akta.pro rank

Product category

Boutique Fitness 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

Functional Fitness / Cross-Training Groups (HSADABAH)

akta.pro secondary industries

Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Online/Remote Personal Training & Programming (HSADAAAM), Yoga, Pilates & Studio Wear Retail (CRAMACAE)

Keywords

• Boutique fitness studio
• Fusion workout method
• Barre pilates classes
• Fitness franchise opportunities
• Low impact strength training

Headquarters

HQ city

Auburn

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Class Sales & Memberships: Primary revenue from boutique fitness classes sold through drop-in sessions, class packs, and monthly/annual memberships. Single classes, multi-pack bundles, unlimited memberships with various commitment levels.
2. Childcare Services: On-site childcare offered during select class times with CPR-certified staff for a nominal fee. Revenue from per-session and unlimited monthly childcare memberships.
3. Merchandise & Retail: Studio boutique sales including True40 branded sticky socks, apparel, accessories, and partner products like Bala Bangles. Additional retail items including True40 hoodies, beanies, totes, and tennis dresses.
4. Franchise Fees & Royalties: Initial franchise fee of $40,000 plus ongoing monthly royalties of 6% of gross revenue from studio partners. Investment range of $150,000-$375,000 for new franchise locations.
5. True40 On Demand Subscription: Digital content library accessible via Vimeo. Single class purchase ($5) or unlimited monthly access ($25).
6. Private Classes: Private instruction options ranging from $400 (in-studio) to $550 (offsite with equipment) plus travel fees for locations 50+ miles away.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

True40 Studio sells boutique fitness classes built around its proprietary fusion method that combines barre, Pilates, TRX suspension training, strength training, cardio, and yoga into 45-60 minute low-impact, high-intensity full-body workouts delivered through seven owned/franchised Alabama studio locations. The core offering is sold as drop-in classes ($30), class packs (5/10/20/40 packs), monthly limited memberships (4-8 classes), and monthly or lump-sum unlimited memberships ($185-$240/month), and is supplemented by on-site childcare, a True40 On Demand digital video library (100+ classes via Vimeo), and branded retail merchandise.

Product overview

True40 Studio is a boutique fitness franchise offering a unified boutique fitness experience centered on its proprietary True40® method—a fusion of barre, Pilates, strength training, TRX suspension, cardio, and yoga. The core product portfolio consists of three class formats: True40® Fusion (60 minutes, signature), True40® Express (50 minutes), and True40® Cardio (45 minutes). These are supplemented by True40 On Demand (Vimeo-powered streaming with 100+ classes), mobile apps for iOS/Android, and on-site childcare services at most locations. The company also operates a retail line including branded sticky socks, apparel, and accessories, plus a collaboration line with Cream Yoga. Studios are operated as franchise locations across Alabama, with the company offering franchise opportunities for new studio partners.

Differentiator

Problem solved

Functional benefit

Products and services

• True40 Fusion Class The signature 60-minute boutique fitness class that combines strength training, cardio, barre, Pilates, TRX suspension training, and yoga into a single low-impact, high-intensity full-body workout using TRX straps, Pilates balls, barre, light weights, gliders, and yoga straps. Designed for members seeking a balanced, safe workout suitable for all fitness levels including pregnancy, postpartum, and injury recovery.
• True40 Express Class A 50-minute condensed version of the signature fusion class designed for time-constrained clients, delivering a full-body balanced workout experience in less time than the flagship 60-minute format.
• True40 Cardio Class A 45-minute cardio-focused class designed to keep heart rates elevated while maintaining a safe, balanced full-body workout. Strongly recommended only after a member has completed at least two True40 Fusion Classes.
• True40 On Demand A digital streaming library of 100+ pre-recorded True40 classes in various lengths and formats, available globally via Vimeo On Demand. Sold as single class purchases ($5) or unlimited monthly access ($25), extending the True40 brand experience to customers outside Alabama and to members who want at-home workouts.
• Childcare Services On-site childcare offered during select class times at most True40 studio locations, with CPR-certified staff accepting children ages 6 weeks to 10 years. Sold as single sessions ($10), 5-packs ($40-$45), 10-packs ($75-$85), or unlimited monthly access ($40-$45). Designed to remove the childcare barrier for parents (especially mothers) wanting to attend boutique fitness classes.
• True40 Studio Mobile App A native mobile application available on iOS (Apple App Store) and Android (Google Play) that enables class booking, schedule viewing, account management, and studio access for True40 members across all locations.
• True40 Branded Apparel and Accessories True40 branded retail merchandise including sticky socks ($16), hoodies, cuffed beanies, canvas tote bags, toddler tees, and partner products such as Bala Bangles accessories, sold at studio boutiques and online through the True40 shop.
• True40 x Cream Yoga Collaboration Apparel A collaborative apparel line between True40 and Cream Yoga featuring co-branded fitness apparel items such as the Hunter Dress, sold through the True40 retail shop and partner channels.
• True40 Studio Franchise Opportunity Franchise opportunity allowing entrepreneurs and community leaders to own and operate True40 Studio locations under the True40 brand. Initial investment ranges from $150,000 to $375,000 including a $40,000 initial franchise fee, with ongoing monthly royalties of 6% of gross revenue. Franchisees receive training, brand standards, marketing systems, and corporate support led by a CEO who was herself a former franchisee.
• Private True40 Classes Private True40 instruction offered individually or to groups, either in-studio ($400), at the client's local site with their own mats ($450), or offsite with True40 equipment ($550), plus a $100 travel fee for locations more than 50 miles away. Designed for clients seeking a personalized boutique fitness experience for events, bridal parties, or specialized training.

Quantifiable outcome

• 55% profit growth (Auburn), 29% (Birmingham), 22% (Tuscaloosa) from 2022-2023
• +4 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

One partnership is on record.

• TrueMedminorGTM or Marketing PartnerPartnership allowing True40 customers to use HSA/FSA funds for True40 memberships and class packs, increasing accessibility and appeal to health-conscious consumers who utilize pre-tax health accounts.

Scale indicators10 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Club Pilates: National boutique Pilates franchise offering group reformer classes with a franchise-led growth model. Directly comparable to True40's group class format, franchise economics, and inclusive, low-impact positioning, but with a much larger national footprint.
• Pure Barre: National boutique barre franchise combining barre, Pilates, and strength in group classes. Comparable to True40's fusion of barre with Pilates, strength, and yoga, and operates a similar franchise + class pack + unlimited membership model.
• Barre3: Boutique barre franchise offering group classes that blend barre, cardio, and strength. Closely matches True40's group class structure, inclusive body-positive branding, and franchise-supported studio model.
• F45 Training: Global functional training franchise delivering 45-minute group classes that combine strength, cardio, and HIIT. Comparable to True40's group fitness / cross-training format, group class timing, and franchise-led scale strategy.
• YogaSix: Boutique yoga franchise offering group yoga and Pilates-based classes in a heated studio environment with a franchise growth model. Comparable to True40's yoga/Pilates elements, group class structure, and franchise-driven expansion approach.
• The Bar Method: Established barre-focused boutique fitness franchise with group classes combining barre, Pilates, and strength. Closely aligned with True40's barre/Pilates/strength fusion and franchise-supported studio model.

Broad incumbents

• Orangetheory Fitness: Large national boutique fitness brand offering group heart-rate-based cardio, strength, and interval classes. Operates a similar group-class subscription model but targets higher-intensity performance positioning versus True40's low-impact, inclusive niche.
• CycleBar: National indoor cycling franchise with premium boutique positioning, class packs, and memberships. Comparable to True40 in franchise model, premium pricing, and member experience design, though focused on cycling rather than fusion floor classes.

Emerging players

• Solidcore: Boutique fitness brand focused on 50-minute group classes on custom reformer-style machines. Targets a similar premium, small-group female demographic as True40 and is scaling through both corporate and franchise locations.
• Physique 57: Boutique barre and strength concept offering group classes that combine barre, cardio, and resistance training. Overlaps with True40's fusion of barre, strength, and cardio in a small-group studio environment targeting a similar female demographic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/true40studio
• Facebookfacebook.com/true40studio
• LinkedInlinkedin.com/company/true40-fitness-studio

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Subsidiaries6 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 True40 Studio