24e Health Clubs

What 24e Health Clubs does

24e Health Clubs is a privately-held fitness chain founded in 2010 by Wayne Alford and headquartered in Hoover, Alabama. The company operates six fitness facilities across Alabama, offering two membership tiers (Regular and Premium), personal training, group fitness programming through an exclusive Les Mills partnership, aquatics, KidZone childcare, smoothie bars, and InBody body composition assessments. Facilities provide 24-hour access via barcode authentication and have supported thousands of individual consumer members across the company's 15-year operating history.

The company serves a broad consumer base: individual fitness consumers, families (via KidZone and family-oriented programming), seniors (through Silver Sneakers, Silver & Fit, Renew Active, and AARP insurance-plan integrations), postpartum mothers (via the FORM specialized program), and competitive swimmers (via the Streamline & Sprint Master Swim partnership). Technology infrastructure includes a mobile application for iOS and Android, 24-hour barcode access systems, and InBody analyzers — a relatively conventional bricks-and-clicks stack with limited disclosed AI or data-analytics capability.

Revenue is generated through a multi-stream model: recurring membership subscriptions (the core), commissions on personal training, KidZone and aquatics fees, in-house smoothie bar sales, B2B gym advertising sold to non-member brands seeking exposure to member traffic, day passes, and insurance-plan reimbursement flows. Pricing follows industry-standard recurring subscription patterns with tier-based differentiation; no unit-pricing or revenue-per-member figures are disclosed. The company is founder-owned and bootstrapped, with no disclosed external funding rounds.

Name

24e Health Clubs

Legal name

24e Fitness LLC

Website

https://24ehealthclubs.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

24e Health Clubs is a privately-held Alabama fitness chain operating six locations, offering memberships, personal training, Les Mills group fitness, aquatics, KidZone childcare, and specialty programs for seniors, postpartum mothers, and competitive swimmers.

Ownership category

akta.pro rank

Product category

Health Club and Fitness Services

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYEDALAIAE

Group Fitness, Personal Training & Wellness Coaching

Education/Student Services & Campus Operations/Athletics, Recreation & Fitness

SECONDARYHSADABAI

Senior/Low-Impact Group Fitness

Home & Personal Services/Fitness, Wellness & Personal Training/Group Fitness & Bootcamps

SECONDARYHSADACAI

Private 1:1 Yoga/Pilates & Small-Group Sessions

Home & Personal Services/Fitness, Wellness & Personal Training/Yoga & Pilates Instruction

Keywords

• Health club memberships
• Group fitness classes
• Personal training services
• Aquatics and swim lessons
• Childcare and amenities

Headquarters

HQ city

Hoover

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, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Membership Fees: Subscription-based recurring revenue from monthly/annual memberships. Two tiers: Regular Membership (24-hour access, equipment, standard amenities) and Premium Membership (adds small group training, swim coaching, monthly InBody scans, nutritional guides, childcare, tanning, towel service, smoothie/merchandise discounts).
2. Personal Training: One-on-one personal training sessions with certified trainers providing customized nutrition and workout programs. Commission-based compensation for trainers.
3. Premium Programs: Small group training programs including 24X, Logic, and Master Swim classes at additional cost beyond regular membership. Access to over 60 one-hour session options weekly with certified coaches.
4. Aquatics: Swim lessons and competitive team membership at Pelham location. Kids group classes ($145/month), small group ($165/month), semi-private ($200/month), private ($225/month). Adult semi-private lessons ($200/month).
5. KidZone Childcare: Supervised childcare for children 3 months to 12 years at select locations (Pelham, Trussville, Huntsville). $10/month for up to 2 children; $5 for each additional child.
6. Smoothie Bar: Smoothie and supplement sales at select locations (Gardendale, Pelham, Trussville) using Swiig brand ingredients. Available to both members and public. Sizes: 20oz and 32oz with various add-ins (creatine, fiber, energy boosters).
7. Gym Advertising: In-club and online advertising opportunities for local businesses including digital display ads on in-gym TV displays, website promotion with direct links, PULSE Magazine ad placements, and social media exposure through Facebook and Instagram.
8. Day Passes: Day passes for non-members: $25 at Downtown Executive Club, $20 at all other locations. Free first visit for in-town guests.
9. Locker and Towel Service: Additional amenities at select locations with separate monthly fees including laundry service, personalized name plates, and towel service (small and large towels).
10. Meal Prep Partnerships: Referral/revenue sharing arrangements with Fit Five Meals (Birmingham locations) and Fire Fit Meals (Huntsville) for meal-prep delivery services to members.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels10 records

Core offering

24e Health Clubs operates six locally-owned fitness center locations across Alabama offering Regular and Premium memberships with 24-hour access to equipment and group fitness classes. The company provides personal training, Les Mills group fitness classes, 24e Premium small-group training, aquatics, KidZone childcare, F.O.R.M. postpartum program, competitive bodybuilding, senior fitness programs, and smoothie bar services. Memberships are sold direct-to-consumer with supplementary B2B advertising packages to local businesses.

Product overview

24e Health Clubs is a locally-owned and operated health club chain with six locations throughout Alabama (Downtown Birmingham Executive Club, Trussville, Gardendale, Hoover, Huntsville, and Pelham). Founded in 2010 by Wayne Alford, the company operates on a "break a sweat, not the bank" philosophy, offering affordable fitness access with 24-hour keycard access at most locations. The core product is its gym membership with equipment and standard amenities, supplemented by an extensive portfolio of modules and programs including Personal Training, Group Fitness Classes (powered by Les Mills), 24e Premium (small group training), FORM postpartum program, KidZone Childcare, 24e Aquatics (Pelham only), Sensational Seniors, Competitive Bodybuilding, 6-Week Challenges, Smoothie Bar, PULSE Magazine, and Gym TV Advertising. Membership tiers include Regular Membership (24-hour access, equipment, standard amenities) and Premium Membership (adds small group training, InBody scans, childcare, tanning, towel service, swim coaching). The company also offers a mobile app for iOS and Android.

Differentiator

Problem solved

Functional benefit

Brands

• 24e Premium: Small group training program featuring personalized coaching, functional fitness classes, Master Swim coaching, and enhanced membership benefits including monthly InBody scans, childcare, tanning, and nutrition support.
• 24e Smoothie Bar
• F.O.R.M.
• PULSE Magazine
• 6-Week Challenge

Products and services

• 24e Health Clubs Core Membership Core health club membership offering 24-hour access to fitness equipment, group fitness classes, and standard amenities across six Alabama locations (Downtown Birmingham, Pelham, Hoover, Trussville, Gardendale, and Huntsville). Includes access to locker rooms and basic facilities.
• Personal Training One-on-one training sessions with certified personal trainers providing customized nutrition, cardiovascular, and resistance training programs. Includes free monthly InBody scans, nutritional guidance, and accountability support.
• Group Fitness Classes Wide variety of group fitness classes including Les Mills flagship programs (BodyPump, BodyAttack, BodyFlow, RPM, CXWORX, BODYCOMBAT, BODYSTEP, GRIT, SPRINT, THE TRIP, CORE, Strength Development), as well as cycling, Zumba, HIIT, yoga, Pilates, functional training, and dance formats. Class availability varies by location.
• 24e Premium (Small Group Training) Small group training program offering functional fitness classes (24X, Logic) led by certified coaches with personalized attention in a group environment. Includes over 60 one-hour session options weekly across all locations with Master Swim coaching at Pelham location.
• F.O.R.M. (Fitness-Optimized Recovery for Moms) Postpartum fitness and recovery program focused on pelvic floor strengthening, core restoration, and diastasis recti rehabilitation. Conducted in semi-private training environment with all-female training staff, available exclusively at the Pelham location.
• KidZone Childcare Supervised childcare service for children 3 months to 12 years old featuring free WiFi, study areas, toys, video games, foosball tables, and air hockey. Available at Pelham, Huntsville, and Trussville locations at $10/month for up to two children, $5 for each additional child.
• 24e Aquatics Swim lessons and competitive team training available exclusively at the Pelham location's 25M pool (3 lanes). Offers swim lessons for children 12 months and older, competitive team membership, and coaching. Pricing: kids group $145/month, small group $165/month, semi-private $200/month, private $225/month; adult semi-private $200/month.
• Sensational Seniors Senior-focused fitness program for ages 65 and older accepting Silver Sneakers, Silver & Fit, Renew Active, and AARP insurance plans. Includes group fitness classes designed for older adults and personal trainers specializing in mobility and physical restrictions.
• Competitive Bodybuilding Competitive bodybuilding program led by Jay Wilkins (Competitive Training Manager) offering in-person and online training, personalized training strategies, nutrition plans, and stage preparation for competitors at all levels.
• 6-Week Challenge Structured fitness challenge program providing tailored workouts and nutritional guidance over a six-week period. Currently available at Trussville and Gardendale locations.
• 24e Smoothie Bar Smoothie and supplement bar at Gardendale, Pelham, and Trussville locations using Swiig brand ingredients and supplements from Performance Foods. Open to the public (non-members) during staff hours, 7 days a week. Sizes: 20oz and 32oz with various add-ins including creatine, fiber, energy boosters, and recovery enhancers.
• Gym TV Advertising In-club media advertising service for local businesses, including digital display advertising on in-gym TV displays, website promotion, PULSE Magazine ad placements, and social media exposure through Facebook and Instagram.

Quantifiable outcome

• 24e Pelham is the largest location with over 45,000 square feet of equipment, class space and amenities.
• +2 more outcomes

Segments6 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

Nine partnerships are on record, tiered core and minor.

• Les MillscoreStrategic or Co-development Partner24e Health Clubs is partnered with Les Mills to deliver world-class group fitness classes including BodyPump, BodyAttack, BodyFlow, RPM, CXWORX, Raised Barre, Grit Strength, Grit Plyo, Grit Cardio, BodyCombat, BodyBalance, BodyStep, CORE, RPM, SPRINT, THE TRIP, Strength Development, Shapes, and Dance. Les Mills-certified instructors lead classes at all locations.
• Fit Five MealsminorOthersMeal-prep service partnership offering prepared healthy meals for members at Birmingham locations. Visit their websites for cost, meal options, and ordering.
• Fire Fit MealsminorOthersMeal-prep service partnership offering prepared healthy meals for members at the Huntsville location. Visit their websites for cost, meal options, and ordering.
• Streamline & SprintcoreStrategic or Co-development PartnerPartnership with Streamline & Sprint (S&S) for Master Swim programming at Pelham location. S&S is nationally recognized by USA Swimming, USA Weightlifting, USA Triathlon, and U.S. Masters Swimming. Programming is tailored to individual needs for athletic performance optimization (strength, running, swimming goals).
• Swiig (Performance Foods)minorOthersSmoothie bar uses Swiig brand ingredients and supplements from Performance Foods. Available at Gardendale, Pelham, and Trussville locations, open to both members and public. Sizes: 20oz and 32oz.
• Silver SneakerscoreOthersAccepts Silver Sneakers insurance plan for senior fitness membership. Qualified members bring their verification number and valid ID to start membership. Includes senior-specific group fitness classes.
• Silver & FitcoreOthersAccepts Silver & Fit insurance plan for senior fitness membership. Qualified members bring their verification number and valid ID to start membership.
• Renew ActivecoreOthersAccepts Renew Active insurance plan for senior fitness membership. Qualified members bring their verification number and valid ID to start membership.
• AARPminorOthersAccepts AARP insurance plans for senior fitness membership discounts. Qualified members bring their verification number when joining.

Scale indicators4 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Chuze Fitness: Multi-location regional fitness chain founded on affordable memberships with premium amenities (childcare, group fitness, pools). Closely comparable in business model, scale, and target demographic to 24e Health Clubs.
• Youfit Health Clubs: Regional low-cost membership fitness chain operating across multiple U.S. states with similar tiered membership model, group fitness classes, and personal training offerings comparable to 24e's positioning.
• Fitness Connection: Multi-location regional fitness chain offering affordable memberships, group fitness, childcare, and pools. Operates with a comparable all-in-one facility model to 24e's Pelham super-club.
• Vasa Fitness: Regional multi-location fitness chain in the Midwest offering tiered memberships, group fitness, pools, and childcare. Closely comparable in amenity breadth and regional operator model to 24e Health Clubs.

Broad incumbents

• Planet Fitness: National low-cost fitness franchisor with thousands of locations. Competes with 24e for budget-conscious members but offers a far narrower amenity set.
• Crunch Fitness: National fitness chain offering group fitness, personal training, and tiered memberships across hundreds of locations. Comparable in amenity breadth but operates at significantly larger scale.
• Gold's Gym: Iconic global fitness brand with personal training, group fitness, and bodybuilding heritage that overlaps directly with 24e's competitive bodybuilding and personal training programs.
• Anytime Fitness: Largest 24-hour fitness franchise globally with thousands of small-format locations. Competes with 24e's 24-hour access offering but typically lacks the amenity depth of 24e's larger facilities.

Emerging players

• Orangetheory Fitness: Premium boutique group fitness concept with proprietary heart-rate-based training. Competes with 24e Premium for premium-minded members seeking structured small-group coaching.
• F45 Training: Global functional training franchise offering 45-minute group workouts. Competes for the same premium small-group training budget as 24e Premium and 24X classes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCwKJ4KxqBw
• Facebookfacebook.com/24eHealthClubs
• Instagraminstagram.com/24efitness
• Xx.com/24ehealthclubs

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 24e Health Clubs