Crossfit Invictus

What Crossfit Invictus does

Crossfit Invictus (legally Invictus Fitness) is a private fitness services company founded in 2009 and headquartered in San Diego, California. The company operates four physical gym locations across the United States — San Diego as headquarters, plus Seattle, Washington DC, and Miami — and runs an online subscription training platform that extends the brand globally to remote members. It serves competitive CrossFit athletes pursuing championship-level performance, masters athletes balancing training with family and work obligations, everyday fitness enthusiasts, and individuals seeking specialized instruction in weightlifting, gymnastics, and nutrition, alongside one-on-one personalized coaching clients.

The product portfolio comprises nine specialized programs: Athlete, Masters, Everyday Fitness, Personalized Program, Functional Fitness, Total Strength, Weightlifting, Gymnastics, and Nutrition. Programs are delivered through three channels — in-person gym classes at physical locations, online subscription memberships for remote athletes, and bespoke personal coaching — with ancillary revenue from an e-commerce storefront (shop.crossfitinvictus.com) selling apparel, equipment, supplements, and PDF programs. Pricing is not publicly disclosed, and the core technology stack is undisclosed. No AI/ML capabilities, patents, proprietary models, or technology platform differentiation are referenced in the source material.

The business model is predominantly subscription-recurring across gym memberships, online programs, and personalized coaching, supplemented by one-time merchandise sales. The go-to-market is community-led: brand and acquisition are driven by an engaged member community, social media presence across Facebook, Instagram, and YouTube, an email newsletter, a blog, and organic search. The company is privately held with no disclosed parent company, institutional investors, funding rounds, management team profiles, partnerships, acquisitions, or regulatory actions in the source data, indicating a lean privately-controlled operator that has sustained operations for 15 years without external capital.

Name

Crossfit Invictus

Legal name

Invictus Fitness

Website

https://crossfitinvictus.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Crossfit Invictus (Invictus Fitness) is a private CrossFit gym and online training platform founded in 2009, operating four US locations (San Diego HQ, Seattle, DC, Miami) and serving competitive athletes, masters athletes, and everyday fitness enthusiasts with subscription programming, personalized coaching, and merchandise.

Ownership category

akta.pro rank

Product category

Fitness Training Services

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Functional Fitness / Cross-Training Groups (HSADABAH)

akta.pro secondary industry

Online/Remote Personal Training & Programming (HSADAAAM)

Keywords

• CrossFit training programs
• Functional fitness coaching
• Olympic weightlifting training
• Personal training services
• Gymnastics fitness instruction

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Memberships: In-person training memberships at physical gym locations with access to facilities, classes, and coaching.
2. Online Programs: Remote training programs delivered digitally, including programming and coaching for members who train at their own locations.
3. Personalized Coaching: One-on-one coaching services for individualized training programs.
4. Merchandise and Products: Online shop selling apparel, equipment, supplements, and PDF programs.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Crossfit Invictus operates a multi-location CrossFit training business delivering specialized fitness programs through four physical gym facilities (San Diego HQ, Seattle, Washington DC, Miami) and online membership channels. The company sells access to expert-led programming across nine program tracks, one-on-one personalized coaching, and an e-commerce storefront for fitness merchandise and downloadable programs.

Product overview

Crossfit Invictus is a comprehensive fitness coaching platform offering multiple specialized training programs including Athlete, Masters, Everyday Fitness, Personalized Program, Functional Fitness, Total Strength, Weightlifting, Gymnastics, and Nutrition. The company provides training through in-person gym locations (San Diego, Seattle, DC, Miami) and online membership options. Programs range from competitive athlete training to everyday fitness, with flexible training modalities including in-person coaching, online programming, and personalized custom programs. The portfolio is unified by expert coaching and community-focused approach, allowing members to progress from beginner to championship-level performance.

Differentiator

Problem solved

Functional benefit

Products and services

• Athlete Elite training program designed for competitive CrossFit athletes seeking championship-level performance and podium finishes, delivered through in-person coaching and online programming.
• Masters Age-appropriate training program for master-level athletes enabling balance with family and work while continuing to improve fitness.
• Everyday Fitness General fitness program for everyday individuals seeking comprehensive workout routines and community support.
• Personalized Program Custom-tailored one-on-one training program designed to meet individual goals, fitness levels, and specific requirements.
• Functional Fitness Training program focused on functional movements that improve overall body strength, flexibility, and endurance for real-world activities.
• Total Strength Strength-focused training program designed to build comprehensive physical power and muscular development.
• Weightlifting Specialized Olympic weightlifting training program focusing on snatch and clean & jerk techniques.
• Gymnastics Gymnastics training program covering bodyweight movements, bars, rings, and other gymnastic skills.
• Nutrition Nutrition coaching and meal planning services to support training goals and optimize performance.
• Merchandise and Products Online shop selling Invictus-branded apparel, equipment, supplements, and downloadable PDF programs.

Quantifiable outcome

• Real member transformations to championship-level podium finishes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• CrossFit: The parent CrossFit brand and methodology licensor. Comparable as the umbrella brand under which CrossFit Invictus operates, though CrossFit Inc. itself is a broader fitness methodology and competition organizer rather than a direct gym operator.
• Equinox: Premium multi-location fitness club operator with high-end facilities and memberships. Comparable as a higher-end physical fitness operator, though its offering is broader (full-service club) versus CrossFit Invictus's specialized focus.
• Life Time Fitness: Large multi-location fitness operator with subscription memberships, group classes and personal training. Comparable through subscription membership and group-training offerings, though significantly larger and more diversified.
• Planet Fitness: Mass-market fitness franchise with thousands of locations and a low-cost subscription model. Comparable as a subscription-driven, multi-location fitness operator, though positioned at the opposite end of the price and intensity spectrum.

Direct peers

• F45 Training: Global group-functional-training franchise with multi-location presence and a similar boutique, community-driven model. Directly comparable in customer base (fitness enthusiasts seeking coached group sessions) and product format.
• Orangetheory Fitness: Large boutique fitness franchise offering coach-led group workouts with multiple US locations and a subscription model. Highly comparable in recurring membership structure, in-person class format and target demographic.
• Barry's Bootcamp: Premium boutique fitness brand offering coached, high-intensity group classes at physical locations. Comparable in service format (coach-led, in-person group fitness), premium positioning and urban-location footprint.
• SoulCycle: Boutique indoor cycling and fitness brand operating multiple US studio locations with a subscription and class-pack revenue model. Comparable as a premium community-driven boutique fitness operator.

Others

• Rogue Fitness: Manufacturer and retailer of CrossFit and functional fitness equipment, apparel and accessories. Comparable as an ecosystem participant serving the same CrossFit customer base with complementary (rather than competing) products.
• Wodify: Software platform providing workout tracking, class scheduling and member management for CrossFit affiliates. Comparable as an ecosystem enabler serving the same gym-operator customer base rather than a direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCaCTtPkowVggMiUYhQmlcMw
• Facebookfacebook.com/CFInvictus
• Instagraminstagram.com/invictus_fitness
• Xx.com/CFInvictus
• LinkedInlinkedin.com/company/invictus-fitness-inc

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 Crossfit Invictus