Sport City

What Sport City does

Sport City, S.A. de C.V. is a Mexico-based premium fitness club chain founded in 2001 and headquartered in Mexico City, operating 20+ club locations across major metropolitan markets including Mexico City (CDMX), Guadalajara, Monterrey, Puebla, Cuernavaca, Cuautitlán, Saltillo, Villahermosa, Metepec, and Oaxaca. The company is a subsidiary of diversified conglomerate Grupo Martí, S.A. de C.V., and is led by CEO Luis Miguel Rodríguez Penagos. Core offerings include swimming pools, physical conditioning areas, group exercise studios, biotesting, and nutrition consultations, delivered by certified staff across a three-tier membership architecture (Entrenna, Fitness, Executive) with Uniclub, Biclub, and Multiclub access scopes.

The business is technology-enabled through the SportCity Club mobile app (class reservations, pool bookings, member check-ins), biometric turnstile access systems using fingerprint and facial recognition, and the Sport City Rewards loyalty program that ties tiered benefits to 16+ monthly visits. Revenue is generated primarily through recurring subscription memberships with monthly, quarterly, semi-annual, and annual billing cadences, supplemented by ancillary streams: paid personal training (terrestrial and aquatic Silver/Gold tiers), premium nutrition consultations, locker rentals, executive amenity services (laundry, shoe shining, ironing), Sport City Kids programming, and on-site City Café food and beverage operations. Payment friction is reduced through Citibanamex and Banamex installment partnerships offering 3-13 month interest-free plans.

The operating model is direct-to-consumer with no third-party resellers, supported by a multi-channel marketing stack spanning social media (Instagram, TikTok, Facebook, YouTube, X), digital advertising, outdoor billboards, content marketing, email, podcast, traditional media, referral, and on-site experiential activations. The product surface extends beyond core gyms through affiliated Grupo Martí brands including Martí (sports retail), Shift by Sport City (activewear), City Café, and Emoción Deportiva (race events), creating a wider wellness ecosystem. Strategic direction is anchored by a five-year investment program of up to 1,500 million pesos for club modernization, equipment renewal, technological upgrades, and expansion, alongside Sport City University for staff certification and a measured international optionality via a minority stake in Nomadar Corp's JP Financial Arena project in Spain.

Name

Sport City

Legal name

Sport City, S.A. de C.V.

Website

https://sportcity.com.mx

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Sport City is a Mexico-based premium fitness club chain founded in 2001, operating 20+ club locations across major Mexican cities under parent Grupo Martí. It generates recurring revenue through multi-tier subscription memberships (Entrenna, Fitness, Executive), supported by personal training, nutrition, kids' programs, and an integrated Grupo Martí wellness ecosystem.

Ownership category

akta.pro rank

Product category

Health and Fitness Clubs

NAICS

Fitness and Recreational Sports Centers (713940), Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Individual-Sport Clubs & Teams (Cycling Teams, Athletics/Track Clubs, Swimming Clubs, etc.) (MPAKABAD)

akta.pro secondary industry

Travel & Services Membership Clubs (Ancillary Services-Led) (CRAEADAK)

Keywords

• Premium fitness clubs
• Membership-based gyms
• Personal training services
• Wellness and nutrition programs
• Group fitness classes

Headquarters

HQ city

Mexico City

HQ country

Mexico

HQ region

Latin America

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Sport City generates primary revenue through recurring membership subscriptions across multiple tier formats (Entrenna, Fitness, Executive) with various access levels (Uniclub, Biclub, Multiclub). Memberships are offered on monthly, quarterly, semi-annual, and annual payment terms with automatic monthly charges. Revenue is recurring and predictable based on active member count.
2. Personal Training Sessions: Additional revenue from certified personal trainers providing personalized training sessions (terrestrial and aquatic), charged separately from base membership. Premium nutrition consultation sessions are also offered as add-on services.
3. Ancillary Services and Rentals: Revenue from locker rentals (small and large), with annual rental options. Services include executive amenities such as laundry, shoe shining, and ironing for Executive tier members.
4. Sport City Kids Programs: Vacation courses and children's fitness programs offered as separate paid services, including multi-week course packages.
5. City Café Food and Beverage: On-site restaurant and café services at select club locations, offering food and beverages to members and visitors with a 10% discount for active Sport City members.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Sport City operates a premium multi-format fitness club chain across Mexico, providing members access to swimming pools, physical conditioning areas, group exercise studios, biotesting, and certified personal training. Memberships are sold in three formats (Entrenna, Fitness, Executive) with Uniclub, Biclub, and Multiclub access scopes, available on monthly, quarterly, semi-annual, and annual payment terms. The offering is delivered through 20+ company-owned club locations in major Mexican metropolitan areas and supported by a mobile app, biometric access systems, and a loyalty rewards program.

Product overview

Sport City operates a premium multi-format fitness club chain across Mexico, built around a core fitness club product offering three membership tiers (Entrenna, Fitness, and Executive) with variable access scopes (Uniclub, Biclub, Multiclub). The core club provides integrated services including a swimming pool, physical conditioning areas, group exercise classes, biotesting, and nutrition consultations, all delivered by certified staff. The ecosystem extends through the Sport City App as the primary digital channel for reservations and member engagement; the Sport City Rewards loyalty program that incentivizes frequent visits with tiered benefits; Sport City Kids programming for children; fee-based personalized training and nutrition services; and affiliated sub-brands including City Café restaurants within club locations, Shift by Sport City specialty fitness, Emoción Deportiva race events, and Martí athletic apparel retail. The portfolio functions as a unified wellness platform combining in-club facilities, digital tools, personalized services, and lifestyle brands under the Sport City umbrella.

Differentiator

Problem solved

Functional benefit

Brands

• Shift by Sport City: Fitness offering under the Sport City umbrella
• Sport City Kids
• Sport City University

Products and services

• Premium Fitness Club Memberships Multi-format fitness club memberships offered in three tiers (Entrenna, Fitness, Executive) with Uniclub (single location), Biclub (two locations), and Multiclub (all locations) access scopes. Includes swimming pool access, physical conditioning areas, group exercise classes, biotesting, nutrition services, and certified staff oversight. Sold on monthly, quarterly, semi-annual, and annual payment terms to individual adult consumers in Mexico.
• Personalized Training Services Fee-based personal training sessions offered in terrestrial and aquatic formats, available in Silver and Gold tiers across all membership formats. Also includes premium nutrition consultations and locker rental services (small and large lockers, annual rental options). Targeted at members seeking additional one-on-one professional coaching beyond standard group classes.
• Sport City Kids Programs Specialized fitness and sports programming for children and teenagers, including group classes, vacation courses, and multi-week course packages designed and delivered by certified Sport City professionals. Includes youth swimming classes and structured skill development activities for family convenience and youth physical activity.
• SportCity Club Mobile App Mobile application for members to reserve classes, book pool time, check-in to clubs, and manage their membership digitally. Serves as the primary digital engagement channel for the club network and integrates with the biometric and rewards systems. Available on iOS App Store and Google Play.
• City Café Food and Beverage Service On-site restaurant and café services operating within select Sport City club locations, offering food and beverages to members and visitors. Active Sport City members receive a 10% discount on purchases. Locations include Santa Fe, Andares, and other club sites with adjacent standalone restaurants at Santa Fe and Minerva.
• Shift by Sport City Specialty fitness concept operated under the Sport City umbrella, representing a distinct fitness offering within the broader club ecosystem. Cross-promotional relationship offers Sport City members access to activewear and specialty fitness programming.
• Emoción Deportiva Race Events Sports event and race circuit brand affiliated with Sport City, organizing running events and athletic competitions including the Medio Maratón Emoción Deportiva, Coffee Run, and Día de Muertos Carrera. Active Sport City members receive 10% discount on race registrations.
• Enterprise and Corporate Memberships Dedicated corporate membership plans for businesses seeking to provide fitness benefits to employees. Separate from consumer memberships, these plans have specific terms and pricing structures and are excluded from most consumer promotions and the Sport City Rewards loyalty program.

Quantifiable outcome

• Mexico gym membership rate of 4.3% vs 17-20% in developed markets indicates significant market growth opportunity with potential to double gym-goer base
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Sport City UniversitycoreStrategic or Co-development Partner · 15 June 2026Sport City University (scu.com.mx) is an internal training and development initiative focused on staff certification and professional development. Part of a 1,500 million peso five-year strategic investment program to enhance workforce capabilities through professional training alongside club modernization, technological upgrades, and equipment renewal.
• Luis Miguel Rodríguez PenagosminorOthers · 15 June 2026CEO of Sport City who authored an opinion column positioning the company within the global wellness industry growth narrative, highlighting Mexico's gym membership growth opportunity.
• Grupo MartícoreStrategic or Co-development PartnerGrupo Martí S.A. de C.V. is the parent company providing operational infrastructure, customer service systems ([email protected]), and brand portfolio integration. Related brands include Martí (sports retail), Shift by Sport City (activewear), and shared customer service operations.
• City CaféminorStrategic or Co-development PartnerOn-site restaurant partner operating within select Sport City club locations. Active members receive 10% discount on food and beverage purchases. City Café locations exist at most Sport City clubs with exceptions at Santa Fe and Minerva locations (alternative nearby City Café restaurants available).
• Emoción DeportivaminorStrategic or Co-development PartnerSport event and race organization brand under Grupo Martí portfolio. Offers running events and races including Coffee Run, Medio Maratón Emoción Deportiva, and others. Sport City members receive 10% discount on race registrations through the partnership.
• MartíminorChannel Partner/ Reseller/ DistributorSports retail brand under Grupo Martí offering sporting goods and equipment. Cross-promotional relationship with Sport City, including race registration at Martí stores with Sport City member discounts.
• Shift by Sport CityminorChannel Partner/ Reseller/ DistributorActivewear and sports apparel brand branded under Sport City umbrella. Cross-promotional relationship offering Sport City members access to athletic wear and fitness apparel products.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Planet Fitness: Largest US fitness chain by member count, positioned at the low-cost end. Represents the structural low-cost benchmark pressuring Sport City's value-tier memberships.
• Equinox: US-based ultra-premium fitness brand with full-service clubs, executive amenities, and a strong app/digital platform. Comparable to Sport City's Executive tier experience but at the top of the pricing pyramid.
• Anytime Fitness: Global 24/7 franchise fitness network with broad geographic footprint. Competes with Sport City on accessibility and convenience rather than premium amenity depth.
• Gold's Gym: Global premium fitness brand with Mexico franchise locations. Overlaps with Sport City on premium positioning and full-service club format but operates through a global franchise model rather than wholly-owned corporate network.

Direct peers

• Smart Fit: Latin America's largest fitness chain with strong Mexico presence. Competes with Sport City in the value-to-mid segment and represents the principal low-cost threat to Sport City's premium positioning.
• Sports World: Mexican premium fitness club chain operating across major metros with multi-tier memberships and full-service facilities. Most direct head-to-head competitor for Sport City in the Mexican premium segment.
• Life Time Fitness: US premium multi-format fitness chain with comparable amenity-rich clubs, multi-tier memberships, kids programs, and ancillary services. Closest US analog to Sport City's premium full-service model.

Regional players

• The Gym Group: UK-listed low-cost gym operator with multi-tier subscriptions. Comparable in subscription-led GTM and tiered pricing structure, providing a public benchmark for gym chain unit economics.
• Basic-Fit: Europe's largest low-cost fitness chain operating across multiple European countries. Highly comparable business model and unit economics to the value gym formats pressuring Sport City, though geographically separate.

Others

• Grupo Martí: Parent conglomerate of Sport City, also operating Martí sporting goods retail, Shift activewear, Emoción Deportiva events, and City Café. Not a peer competitor but a related ecosystem participant and capital allocation source.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sportcity_mx
• YouTubeyoutube.com/@SportCityMexico1
• Facebookfacebook.com/SportCityFitness
• Instagraminstagram.com/sportcity_mx
• TikToktiktok.com/@sportcity_mx

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Sport City