10 Fitness

What 10 Fitness does

10 Fitness is a privately held, Little Rock-headquartered affordable gym operator founded in 2007, running 14 physical locations across Arkansas and Missouri with a Bowman, Little Rock club slated for 2026. The company sells three subscription tiers — Basic at $7.95 bi-weekly, Premium at $16.95 bi-weekly, and Level 10 at $24.95 bi-weekly — all with 12-month commitments (except a no-contract variant at the Springfield, MO location), a $2.50 promotional joining fee, and a $59.95 annual fee. Members receive 24/7 access, with Premium and Level 10 unlocking multi-club access, guest privileges, massage chairs, tanning, premium weight rooms, recovery rooms, and unlimited Level 10 team training.

The differentiated operational technology is S.A.R.A. (Secure Access & Revenue Automation), a proprietary platform backed by a central Member Experience Center that enables clubs to operate unmanned around the clock without overnight staff. Billing runs through ABC Fitness on a bi-weekly bank-draft cycle, with member-facing portal functionality on iClubOnline. Engagement tools from MyZone (heart rate monitors), TrueCoach (trainer-client accountability), and InBody (body composition scans) are deployed across locations. A March 2026 partnership with Apex MD added a medically guided Metabolic Health Program that combines quarterly bloodwork, medical oversight, and dietitian coaching with gym training.

Revenue is generated primarily through recurring membership dues, supplemented by one-time $12 day passes, personal training ($31/hour trainers), corporate wellness contracts with on-site employer enrollment, insurance-covered memberships routed through SilverSneakers/Silver & Fit/Renew Active/Active & Fit/One Pass/Aaptiv (where the insurer covers the base tier and the member pays an upgrade differential), and online Classes On-Demand streaming. Customer segments are individual consumers (primary), corporate/employer wellness programs, insurance-covered Medicare Advantage and commercial plan members, and franchise investors. Distribution spans walk-in retail, online e-commerce join flow, direct B2B sales, insurance-program referrals, and an asset-light franchise model targeting the South and Midwest.

Name

10 Fitness

Legal name

10 Fitness

Website

https://10fitness.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

251–500 employees

Short description

10 Fitness is a privately held affordable gym operator founded in 2007 in Little Rock, Arkansas, running 14 locations across Arkansas and Missouri on tiered memberships starting at $7.95 bi-weekly with 24/7 access, serving individual consumers, corporate wellness accounts, and insurance-program members via a hybrid corporate and franchise model.

Ownership category

akta.pro rank

Product category

Fitness Centers

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Functional Fitness / Cross-Training Groups (HSADABAH)

akta.pro secondary industries

Small-Group Personal Training (Semi-Private) (HSADAAAN), Senior/Low-Impact Group Fitness (HSADABAI)

Keywords

• Gym memberships
• Personal training
• Fitness centers
• Corporate wellness
• Group fitness

Headquarters

HQ city

Little Rock

HQ country

United States

HQ region

North America

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Bi-weekly recurring membership dues across three tiers: Basic ($7.95/bi-weekly), Premium ($16.95/bi-weekly), and Level 10 ($24.95/bi-weekly). All plans include 24-hour access and a 12-month commitment with a $2.50 joining fee and $59.95 annual fee. Springfield location also offers no-contract plans ($12.95, $21.95, $29.95 bi-weekly).
2. Day Passes: One-time $12 day passes offering 24 hours of full gym access with no membership required. Valid for 30 days from purchase.
3. Personal Training: Nationally certified personal trainers provide 1-on-1 sessions. Trainers are employees of 10 Fitness earning up to $31.00 per hour plus benefits including 401K, health insurance, and paid time off.
4. Corporate Wellness Plans: Custom group and corporate membership plans sold directly to businesses, with on-site enrollment support at employer locations.
5. Insurance-Based Memberships: Partnership with SilverSneakers, Silver & Fit, Renew Active, Active & Fit, and One Pass/Aaptiv programs. Basic membership covered by insurance; members pay the difference to upgrade to Premium or Level 10.
6. Online Streaming Classes: Members access on-demand fitness classes including Zumba, yoga, cardio, HIIT, meditation, and senior-friendly low-impact workouts through the web player platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

10 Fitness operates a chain of 14 affordable, 24/7 fitness centers across Arkansas and Missouri, selling three tiers of recurring memberships (Basic $7.95, Premium $16.95, Level 10 $24.95 bi-weekly) plus Day Passes, Personal Training, Level 10 Team Training, Classes On-Demand, Corporate Wellness Plans, and Insurance-Based Fitness Programs. The chain differentiates through premium amenities (Cardio Cinema, massage chairs, tanning, recovery rooms), a non-intimidating community environment, and a proprietary S.A.R.A. system that enables fully automated 24/7/365 unstaffed club operations.

Product overview

10 Fitness is an affordable gym chain offering a tiered membership model with three levels: Basic, Premium, and Level 10. The core offering centers on 24/7 gym access with cardio, free weights, weight machines, and functional training areas. Premium and Level 10 memberships add enhanced amenities including massage chairs, tanning, premium weight rooms, and recovery facilities. The company differentiates through specialized programs including Level 10 Team Training (small-group coached workouts), Personal Training (1-on-1 certified trainers), and Cardio Cinema (movie-viewing cardio experience). Additional services include day passes, insurance-based wellness programs (SilverSneakers, etc.), corporate wellness plans, and online Classes On-Demand. A notable partnership with Apex MD provides members access to a medically guided Metabolic Health Program with quarterly bloodwork and dietitian coaching. The company operates 14 locations across Arkansas and Missouri.

Differentiator

Problem solved

Functional benefit

Products and services

• Basic Membership Entry-level gym membership offering 24/7 access to one home club location with standard amenities including cardio deck, Cardio Cinema, weight machines, functional training area, lockers, and in-home streaming workouts. Priced at $7.95 bi-weekly with $2.50 joining fee and $59.95 annual fee on a 12-month commitment.
• Premium Membership Mid-tier membership providing all Basic benefits plus multi-club access, VIP guest privileges, 24/7 massage chairs, 24/7 tanning, premium weight room, full freeweight area, recovery room, and 20% off cooler drinks. Priced at $16.95 bi-weekly with $2.50 joining fee and $59.95 annual fee on a 12-month commitment.
• Level 10 Membership Top-tier all-access membership including all Premium benefits plus unlimited Level 10 Team Training with certified personal trainers, free basic membership for a friend or family member, and personal training discounts. Priced at $24.95 bi-weekly with $2.50 joining fee and $59.95 annual fee on a 12-month commitment.
• Day Pass Full gym access pass for 24 hours at $12, providing access to all equipment, locker rooms, showers, towel service, and all training areas with no membership commitment required. Valid for 30 days from purchase and available online or at the club kiosk.
• Personal Training One-on-one training sessions with nationally certified personal trainers who create customized workout plans tailored to individual goals, providing accountability and maximizing workout effectiveness. Offered free as an onboarding hook and available for ongoing sessions.
• Level 10 Team Training Expert-led group training program combining strength and mobility work with trainer guidance and team support. Includes Level 10 Conditioning (30-minute HIIT sessions) and Level 10 Strength (60-minute muscle-building workouts). Available as unlimited sessions with Level 10 Membership.
• Classes On-Demand Online streaming platform offering pre-recorded fitness classes including Zumba, yoga, cardio, HIIT, meditation, and senior-focused low-impact workouts accessible from home. Included with memberships.
• Insurance-Based Fitness Programs Fitness membership programs available through participating health and wellness plans including SilverSneakers, Silver & Fit, Renew Active, Active & Fit, and One Pass/Aaptiv with eligibility-based free or discounted access. Basic membership is covered; members pay the difference to upgrade to Premium or Level 10.
• Corporate Wellness Plans Group and corporate membership plans offering custom business memberships with onsite enrollment support, designed to promote workforce health and fitness for businesses and organizations.
• Metabolic Health Program Medically guided wellness program developed in partnership with Apex MD, combining personalized wellness protocols, quarterly bloodwork, medical oversight, and dietitian coaching with fitness training to optimize member health and energy while preserving muscle mass through a fitness-first, medically supervised approach.

Quantifiable outcome

• Over 70% of members upgrade to Premium or higher membership tiers
• +2 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

Integration10 records

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Apex MDcoreStrategic or Co-development Partner · 5 March 2026Apex MD and 10 Fitness launched a medically guided Metabolic Health Program combining personalized wellness protocols, quarterly bloodwork, medical oversight, and dietitian coaching with fitness training. The program helps members optimize health and energy while preserving muscle mass through a fitness-first, medically supervised approach. Apex MD previously worked with the New York Yankees, Dallas Cowboys, U.S. Navy SEALs, and Mayo Clinic.
• SilverSneakerscoreGTM or Marketing PartnerSilverSneakers is included with many Medicare Advantage and Supplement plans, providing members with a free Basic 10 Fitness membership. Members pay the difference to upgrade to Premium or Level 10.
• Silver & FitcoreGTM or Marketing PartnerSilver & Fit is included with many Medicare and commercial plans, providing members with a free Basic 10 Fitness membership. Members pay the difference to upgrade to Premium or Level 10.
• Renew Active (UnitedHealthcare)coreGTM or Marketing PartnerRenew Active is exclusively for UnitedHealthcare Medicare plans, providing members with a free Basic 10 Fitness membership. Members pay the difference to upgrade.
• Active & FitcoreGTM or Marketing PartnerActive & Fit is available through various commercial health plans, providing members with a free Premium 10 Fitness membership. Members pay the difference to upgrade to Level 10.
• One Pass / AaptivminorGTM or Marketing PartnerOne Pass / Aaptiv is available through Medicare, Medicaid, and various commercial health plans, providing members with a free Basic 10 Fitness membership. Members pay the difference to upgrade.

Scale indicators6 records

Recent moves7 records

Expansion highlights7 records

Emerging players

• Orangetheory Fitness: Orangetheory is a heart-rate-based boutique group training franchise that competes for 10 Fitness's Premium and Level 10 members who are willing to pay a premium for coached, technology-enabled workouts.
• F45 Training: F45 is a functional training and HIIT group fitness franchise targeting the same premium tier of gym members as 10 Fitness's Level 10 Team Training, with comparable class formats and small-group coaching.

Direct peers

• Chuze Fitness: Chuze Fitness is a regional affordable gym chain with multi-club memberships and amenities like group classes, childcare, and tanning, operating in markets (Arizona, California, Florida) adjacent to 10 Fitness's planned expansion.
• LA Fitness: LA Fitness is a large, multi-club mid-market gym chain offering cardio, weights, group classes, and family amenities at price points that overlap with 10 Fitness's Premium and Level 10 memberships.
• Anytime Fitness: Anytime Fitness is the largest 24/7 franchise gym network globally, operating a small-format, single-club-access model very similar to 10 Fitness's Basic tier and competing for the same small-market franchise investor.
• Gold's Gym: Gold's Gym is a long-established fitness franchise that combines traditional strength training with group classes and personal training, directly overlapping with 10 Fitness's full-service, multi-tier gym offering.
• EOS Fitness: EOS Fitness is a value-priced, multi-club gym chain that competes on low entry pricing plus premium add-ons (sauna, kids' club, group classes), closely mirroring 10 Fitness's Basic-to-Level 10 ladder.
• Crunch Fitness: Crunch offers tiered memberships (Base, Peak, Summit) at price points comparable to 10 Fitness's three tiers, with group classes and personal training, and is aggressively franchising into secondary U.S. markets.
• Planet Fitness: Planet Fitness is the dominant low-cost, high-volume gym franchise in the U.S., competing directly with 10 Fitness on affordable 24/7 memberships, basic amenities, and a judgment-free positioning aimed at general-population members.

Others

• ABC Fitness (ABC Financial): ABC Fitness is the dominant payment-processing and club-management software provider to U.S. gyms and is already 10 Fitness's billing platform, making it the closest infrastructure/ecosystem counterpart in the gym-tech stack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCHUHDSBLJOn6q3jA8CbwqIA
• Facebookfacebook.com/10fitness
• Instagraminstagram.com/10Fitnessar
• Xx.com/10fitness
• LinkedInlinkedin.com/company/10-fitness

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 10 Fitness