Fitness First UK
Fitness First UK operates approximately 45 premium gym clubs across the United Kingdom, serving individual members and corporate clients with multi-club access memberships, 55+ weekly group classes, personal training, and integrated health add-ons via the FFX App and EGYM-powered able platform.
- Company typePrivate
- Founded1990
- HeadquartersWigan, United Kingdom
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Fitness First UK does
Fitness First UK is a privately held premium gym chain operating approximately 45 clubs across the United Kingdom, serving both individual consumers and corporate clients. Founded in 1990 (per company history records) and headquartered in Wigan, the company operates under the Maddox Holdings Limited group via its primary trading subsidiary Fitness First Clubs Limited. The core product is a multi-club gym membership available in 1, 3, 6, 9 or 12-month initial terms with rolling renewals, granted on monthly Direct Debit or upfront payment, and supplemented by more than 55 group class formats (Strength, Cardio, Mind & Body, Cycle, Fight) running approximately 2,000 classes per week, Reformer Pilates studios, and personal training delivered by self-employed PTs via the FFX PT App.
The company's technology layer is anchored by the 'able' smart training platform, launched in April 2025 through a partnership with EGYM, which integrates BioAge biological-age assessment, Genius AI personalised workout generation, and Smart Strength connected equipment into the FFX mobile app. Membership management, class booking, contactless check-in and the On Demand workout library are handled through the FFX App on iOS and Android. Beyond fitness, Fitness First has layered clinical-grade wellness services onto its base offering: Premium and 360 Membership add-ons bundle HealthHero virtual GP, physiotherapy, mental health and dietitian services, while 360 additionally includes Healf-powered at-home blood tests with 35+ biomarkers and AI-driven recommendations.
Revenue is generated primarily through recurring monthly membership subscriptions collected via Direct Debit, with multiple tier and add-on options (Standard, Premium, 360, Multi-Club access, Student discount, Corporate), supplemented by corporate B2B contracts sold through a dedicated sales team (full company invoice, partial contribution, or salary deduction models), personal training facilitated on a marketplace basis, day passes and session packs at select clubs, locker hire, and membership freeze fees. Customer acquisition blends digital channels (website, mobile apps, social, paid promotion including a current 50%-off-until-October offer) with physical club tours, community events (HYROX races, Pride spin classes, Red Monday), and a member referral programme.
Fitness First UK firmographics
Firmographics- Name
- Fitness First UK
- Legal name
- Fitness First Clubs Limited
- Website
- https://fitnessfirst.co.uk
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Fitness First UK operates approximately 45 premium gym clubs across the United Kingdom, serving individual members and corporate clients with multi-club access memberships, 55+ weekly group classes, personal training, and integrated health add-ons via the FFX App and EGYM-powered able platform.
- Ownership category
- akta.pro rank
Fitness First UK industry classification
Industry- Product category
- Health Club Services
- NAICS
- Fitness and Recreational Sports Centers (713940), 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
- Strength & Conditioning Personal Training (HSADAAAB), Functional Fitness / Cross-Training Groups (HSADABAH), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)
Keywords
Where Fitness First UK is headquartered
LocationHeadquarters
- HQ city
- Wigan
- HQ country
- United Kingdom
- HQ region
- Europe
Offices12 records
Markets served
Fitness First UK business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Gym Membership Subscriptions: Core recurring revenue stream from monthly or annual gym membership fees. Memberships available in 1, 3, 6, 9, or 12-month initial terms with flexible rolling options thereafter. Members pay via Direct Debit (monthly) or lump sum (upfront). Includes multi-club access, class booking, and standard gym facilities.
- Premium Membership Add-On: Optional premium tier offering priority class booking (10 days advance vs standard 7), one guest pass per month, and access to HealthHero virtual health services including personalised workout support and nutrition guidance. Charged monthly via Direct Debit.
- 360 Membership Add-On: Comprehensive health and fitness membership add-on including Health Zone (Healf-powered blood tests with 35+ biomarkers, AI recommendations, practitioner consultations) and HealthHero services (virtual GP, physio, mental health support, dietitian). Dual Direct Debit structure with monthly uplift plus biannual charges. Includes two guest passes per month and enhanced Reformer Pilates credit allocation.
- Personal Training Sessions: Sessions with self-employed Fitness First personal trainers. PTs set their own pricing and session validity. Purchased via FFX PT App with sessions bookable 3 hours post-purchase. Revenue flows to independent PTs with Fitness First facilitating the platform.
- Reformer Pilates: Specialised studio classes using Reformer Pilates equipment. Active booking limit of 3 per member per week. Enhanced credit allocation provided with 360 Membership tier.
- Locker Hire: Optional paid locker rental service for members. Requires £30 refundable deposit and monthly Direct Debit payments. Not available to non-members.
- Day Passes and Session Packs: Pay-as-you-go access including 1-day, 7-day, and 30-day passes at selected locations. 5 and 10 session packs available at select clubs (Fenchurch Street, Oxford Circus, The Strand) with validity periods of 2-3 months respectively.
- Corporate Memberships: B2B membership packages sold to employers. Three payment models: full company invoice, partial company contribution with employee Direct Debit, or salary deduction schemes. Includes benefits for employers such as reduced sick days and staff turnover.
- Membership Freeze Fees: Members can freeze memberships for 1-3 months at £8 per month (free with acceptable medical/relocation evidence). Frozen months do not count towards minimum term.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard Gym Membership with multi-club access |
| Subscription | Monthly | Student Membership |
| Subscription | Monthly | Corporate Membership |
| Subscription | Monthly | Premium Membership Add-On |
| Subscription | Monthly | 360 Membership Add-On |
| Subscription | Pay-as-you-go | Reformer Pilates Sessions |
| One time/ perpetual license | Pay-as-you-go | Day Pass |
| Unit Pricing | Pay-as-you-go | Session Packs (Pay As You Go) |
| Subscription | Monthly | Membership Freeze |
| Subscription | Monthly | Locker Hire |
| Unit Pricing | Pay-as-you-go | Personal Training |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels10 records
Fitness First UK product offering
Product offeringCore offering
Fitness First UK operates a multi-club gym and fitness membership platform across approximately 45 UK locations. Members access fitness facilities, equipment, swimming pools, saunas, steam rooms, and over 55 group exercise classes delivered as ~2,000 weekly sessions. The offering is extended with personal training, Reformer Pilates, corporate wellness packages, and a proprietary 'able' smart training platform powered by EGYM technology that combines AI-driven BioAge assessment, Genius AI personalised workouts, and Smart Strength equipment tracking.
Product overview
Fitness First UK operates a platform-plus-modules gym membership model. The core product is the multi-tiered gym membership providing access to fitness facilities, equipment, and group exercise classes across 28+ UK clubs. This core is enhanced by a proprietary smart training platform called 'able' (developed in partnership with EGYM) that integrates AI-powered BioAge assessment, Genius AI personalised workout generation, and Smart Strength tracking technology. Additional modules include Personal Training sessions, Premium and 360 Membership add-ons (offering HealthHero telehealth services and Healf blood testing), Reformer Pilates, Corporate Memberships, Student Discounts, and Multi-Club Access. Members interact through the FFX App (iOS/Android) and FFX PT App for bookings, progress tracking, and contactless access. The product portfolio ranges from entry-level gym access to comprehensive wellbeing memberships integrating fitness, health monitoring, and virtual healthcare services.
Differentiator
Problem solved
Functional benefit
Products and services
- Fitness First Gym Membership Multi-club gym membership providing access to fitness facilities, equipment, swimming pools, saunas, steam rooms, and group exercise classes across a tiered access system. Available to consumers in initial terms of 1, 3, 6, 9, or 12 months with Direct Debit or upfront payment options.
- Personal Training
Quantifiable outcome
- 20% reduction in employee absence when workforce is physically active
- +1 more outcomes
Companies that use Fitness First UK
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Fitness First UK technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability5 records
Feature6 records
Fitness First UK partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, minor and major.
- EGYMcoreStrategic technology partnership to launch 'able' - a smart fitness training platform combining EGYM's connected gym equipment with Fitness First's expert personal trainers. The platform includes BioAge assessment technology, AI-driven Genius AI workout recommendations, and Smart Strength equipment for progressive training with real-time feedback.
- HealthHerocoreFirst UK gym chain to offer full HealthHero services including virtual GP consultations, remote physiotherapy, 24/7 mental health support, and remote dietitian services. Integrated into Fitness First app as part of Premium and 360 Membership add-ons.
- Ministry of SoundminorMusic partnership bringing Ministry of Sound soundtracks to Fitness First fitness classes, enhancing the group exercise experience with high-energy programming.
- HealfcoreHealth Zone powered by Healf provides members with at-home blood tests (35+ biomarkers), personal health dashboard, AI-driven recommendations, and one-to-one practitioner consultations. Included in 360 Membership add-on with two test kits per year.
- Les MillsmajorLicensed programming partner providing Les Mills group exercise classes including BodyCombat, BodyAttack, BodyPump, RPM, Yoga, Pilates, and BodyBalance. Classes taught by certified Fitness First instructors.
- HYROXmajorOfficial HYROX race partner. Fitness First hosts HYROX training classes (HYROX, HYROX Engine, HYROX Power, HYROX Sim) and supports member participation in races. Multiple member transformation stories feature HYROX training journeys.
- NikeminorPartnership with Nike Running Coach Manni Ovola for EveryRun programme - group running classes combining workshop training with community 5K runs at Fitness First clubs.
- MindOutminorCharity partnership for Pride events. Rhyde with Pride spin classes donate 100% of proceeds to MindOut, a mental health service run by and for LGBTQ+ communities.
Scale indicators8 records
Recent moves12 records
Expansion highlights5 records
Fitness First UK competitors and assessment
Company assessmentDirect peers
- The Gym Group: LSE-listed low-cost gym operator with ~200 UK sites. Directly competes on price-sensitive members and represents the main budget alternative against which Fitness First must justify its premium tier.
- Virgin Active UK: Premium health club operator in the UK offering group classes, pools, and family programming. Comparable premium positioning, class-led proposition, and multi-club access model.
- David Lloyd Leisure: UK/European premium health club chain with ~100 clubs offering gym, swim, family, spa, and racquet facilities. Closest comparable to Fitness First on multi-club access, premium positioning, and family/professional member base.
- Everyone Active: UK leisure operator managing council-affiliated health clubs and gym facilities. Comparable on broad UK geographic coverage and group class programming, though more mid-market.
- Third Space London: Premium central London-only boutique fitness chain with luxury positioning. Comparable on premium pricing, group class innovation, and affluent member targeting, though operates at smaller scale.
- Nuffield Health: UK not-for-profit health and fitness operator combining gyms with physiotherapy, health assessments, and clinical services. Comparable as a premium UK fitness operator integrating fitness with health/wellness services — the same direction Fitness First is pushing via HealthHero/Healf.
- Pure Gym: UK's largest low-cost gym chain (~600 sites) offering 24/7 access at price points significantly below Fitness First. Direct competitor for the value-conscious segment and a constant downward pressure on mid-market positioning.
- Total Fitness: Mid-market UK health club chain with multi-club access across northern England and Wales. Directly comparable on family/professional member mix and value-premium positioning.
- Anytime Fitness UK: 24/7 franchised global gym chain with significant UK presence. Comparable on multi-club access model and digital integration, competing in the mid-market segment.
Regional players
- Gymbox: London-based boutique gym chain with vibrant, music-led positioning and group class focus. Adjacent competitor in the same urban premium segment, particularly for the London member base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Fitness First UK social profiles
Digital presenceFitness First UK compliance and trust
Trust signalCompliance3 records
Fitness First UK financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fitness First UK leadership team
Management profileNumber of profiles
Profiles1 record
Fitness First UK funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fitness First UK 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 Fitness First UK
What does Fitness First UK do?
Fitness First UK operates a multi-club gym and fitness membership platform across approximately 45 UK locations. Members access fitness facilities, equipment, swimming pools, saunas, steam rooms, and over 55 group exercise classes delivered as ~2,000 weekly sessions. The offering is extended with personal training, Reformer Pilates, corporate wellness packages, and a proprietary 'able' smart training platform powered by EGYM technology that combines AI-driven BioAge assessment, Genius AI personalised workouts, and Smart Strength equipment tracking.
Is Fitness First UK a public or private company?
Fitness First UK is a private company. It is classified as corporate owned and is currently operating.
When was Fitness First UK founded?
Fitness First UK was founded in 1990. It employs 101 to 250 people.
Where is Fitness First UK based?
Fitness First UK is headquartered in Wigan, United Kingdom, in the Europe region.
How does Fitness First UK make money?
Nine revenue lines are on record. Gym Membership Subscriptions are the primary driver. The others are premium Membership Add-On, 360 Membership Add-On, personal Training Sessions, reformer Pilates, locker Hire, day Passes and Session Packs, corporate Memberships and membership Freeze Fees.
Who are Fitness First UK's main competitors?
Direct peers on record are The Gym Group, Virgin Active UK, David Lloyd Leisure, Everyone Active, Third Space London, Nuffield Health, Pure Gym, Total Fitness and Anytime Fitness UK. Gymbox is listed as a regional player.
Does Fitness First UK have an API?
No public API is recorded for Fitness First UK.
What industry is Fitness First UK in?
Fitness First UK's product category is Health Club Services. Its primary akta.pro industry code is HSADAAAA, General Personal Training (In-Person & Virtual), with a secondary code of HSADAAAB, Strength & Conditioning Personal Training. Its NAICS code is 713940 and its SIC code is 7997.