Wisconsin Athletic Club, LLC

What Wisconsin Athletic Club, LLC does

Wisconsin Athletic Club, LLC is a privately-held, locally-owned operator of eight full-service fitness clubs concentrated in southeastern Wisconsin, founded in 1976 in West Allis and headquartered there. Across its West Allis, Greenfield, Wauwatosa, Downtown Milwaukee, North Shore (Glendale), Menomonee Falls, Brookfield, and Lake Country (Hartland) locations, the company delivers a multi-product fitness offering organized around four pillars: group fitness (hundreds of weekly classes in cycle, strength, yoga, water, dance, mind/body, and cardio formats), aquatics (14 indoor and outdoor pools and a tiered swim-lesson program), sports (tennis, pickleball, basketball, racquetball, including leagues and lessons), and training (one-on-one, semi-private, team training, plus digital programs FIT4 and PIVOT Online Training). Specialized integrated-wellness programs (Rock Steady Boxing and Strike Strong for Parkinson's, Cooper Tracks for cardiovascular and diabetes), youth and family services (Kids' Clubhouse, junior tennis, swim lessons), and corporate wellness (WorkingWell) extend the offering beyond general consumer fitness.

Underlying technology is a digital ecosystem rather than a custom AI or software platform: three mobile applications (WAC+, WAC Training, WAC Tennis) handle class/event registration, digital membership cards, trainer messaging, digital workout delivery, and tennis court booking, supported by the MyClub member portal; InBody Composition Scanning is deployed in personal-training programs to track client progress. The company has 501-1,000 employees including more than 150 certified trainers, and operates with a single unified WAC brand across all eight clubs.

The business model is primarily direct-to-consumer recurring subscription: monthly and annual memberships (including a higher-tier WAC Advantage membership with tennis access), with month-to-month flexibility and new-member onboarding via two complimentary Fit Sessions. Layered recurring revenue comes from personal and semi-private training packages (4, 8, or 12 sessions per month), PIVOT Online Training subscriptions at $100-$200 per month sold to members and non-members, FIT4 4-week digital programs ($50 members / $75 non-members), premium classes and workshops, swim lessons, and B2B WorkingWell corporate wellness contracts. Go-to-market is club-level direct sales plus website (thewac.com) and app enrollment, supplemented by a referral program (WAC Perks), community events, and organic social media; pricing for standard membership is not publicly disclosed.

Name

Wisconsin Athletic Club, LLC

Legal name

Wisconsin Athletic Club

Website

https://thewac.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Wisconsin Athletic Club is a privately-owned, full-service fitness club operator running eight locations across southeastern Wisconsin, serving individual and family members with group fitness, aquatics, personal training, court sports, and corporate wellness programs under a single membership.

Ownership category

akta.pro rank

Product category

Fitness Club Services

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industries

Strength & Conditioning / Athletic Performance Training (HSADAEAB), Sports-Specific Group Conditioning (HSADABAK), Club Sports Programs (EDALAIAB)

Keywords

• Fitness club memberships
• Group fitness classes
• Personal training services
• Aquatic swim lessons
• Racquetball tennis sports

Headquarters

HQ city

West Allis

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fitness Memberships: Monthly and annual membership fees providing access to one or more of eight WAC club locations, with tiered membership options (e.g., standard membership vs. WAC Advantage membership with tennis access). Month-to-month flexibility is offered. Membership includes access to group fitness classes, pool facilities, gym equipment, and court sports.
2. Personal & Semi-Private Training: One-on-one personal training sessions (30, 45, or 60 minutes) and small-group semi-private training (2–4 people) with certified trainers. Monthly plans offer 4, 8, or 12 sessions per month. Additional sessions can be added at the monthly rate.
3. PIVOT Online Training Subscriptions: Monthly subscription tiers (PIVOT Duo at $100/mo, PIVOT 3 at $150/mo, PIVOT 5 at $200/mo) providing custom online workouts, trainer support, and video consultations delivered through the WAC Training App. Available to both members and non-members.
4. FIT4 Digital Training Programs: 4-week digital training programs ($50 for members, $75 for non-members) with video-guided workouts delivered via the WAC Training App. First FIT4 program is complimentary for WAC members.
5. Premium Classes & Workshops: Fee-based premium fitness classes (beyond standard group fitness included in membership), as well as one-day workshops and specialty programs requiring pre-registration and separate payment. Available to members and non-members.
6. Swim Lessons: 7-week swim lesson sessions for youth and adults, offered as group and private/semi-private formats (30, 45, or 60 minutes). Available to members and non-members. Registration and payment via WAC+ App.
7. WorkingWell Corporate Wellness: B2B corporate wellness services offered under the WorkingWell brand, providing businesses with employee wellness programming at WAC facilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Wisconsin Athletic Club, LLC operates eight full-service fitness clubs across southeastern Wisconsin (West Allis, Greenfield, Wauwatosa, Downtown Milwaukee, North Shore/Glendale, Menomonee Falls, Brookfield, and Lake Country/Hartland), selling monthly and annual memberships that grant access to group fitness classes, 14 indoor and outdoor pools, court sports (tennis, pickleball, racquetball, basketball), and over 150 certified personal trainers. The core offering is supplemented by standalone services including personal/semi-private training, swim lessons, premium classes and workshops, digital training programs (FIT4 and PIVOT Online Training), specialized wellness programs (Rock Steady Boxing, Strike Strong, Cooper Tracks), Kids' Clubhouse childcare, massage therapy, nutrition, physical therapy, InBody composition scanning, and the WorkingWell corporate wellness program for regional employers.

Product overview

Wisconsin Athletic Club (WAC) is a locally-owned fitness chain with eight full-service locations across southeastern Wisconsin. The company operates as a single unified fitness brand offering a comprehensive suite of services organized around four core pillars: Group Fitness (with hundreds of weekly classes in formats including yoga, cycle, strength, barre, cardio, water, and dance), Aquatics (14 indoor and outdoor pools with swim lessons for all ages), Sports (tennis, pickleball, basketball, racquetball with league and tournament play), and Training (personal, semi-private, and team training plus digital programs like FIT4 and PIVOT Online Training). The club also offers specialized wellness programs including Rock Steady Boxing and Cooper Tracks for medical populations, mobile apps (WAC+ for scheduling, WAC Training for trainer connection, and WAC Tennis for court booking), plus ancillary services including massage therapy, nutrition, physical therapy, and corporate wellness through WorkingWell.

Differentiator

Problem solved

Functional benefit

Products and services

• Group Fitness Classes Hundreds of weekly group fitness classes across all eight WAC locations in formats including yoga, cycle, aquatics, strength, barre, cardio, dance, and mind/body, available to members.
• Premium Classes and Workshops
• Aquatics (Pool Access)
• Swim Lessons
• Personal Training
• Semi-Private Training
• Team Training
• FIT4 Digital Training Program
• PIVOT Online Training
• Rock Steady Boxing
• Strike Strong
• Cooper Tracks
• Tennis Programs
• Pickleball
• Kids' Clubhouse
• WorkingWell Corporate Wellness
• InBody Composition Scanning
• Massage Therapy
• Nutrition
• Performance Recovery
• Physical Therapy
• WAC+ App Standalone mobile application (iOS/Android) for discovering and registering for WAC programs, browsing schedules, booking classes, registering for swim lessons and pickleball events, and accessing a digital membership card across all eight WAC locations.
• WAC Training App
• WAC Tennis App

Quantifiable outcome

• 14 crystal-clear pools for lap swimming, water aerobics, and family recreation across multiple locations
• +3 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators4 records

Recent moves24 records

Expansion highlights5 records

Broad incumbents

• Life Time Fitness: National premium multi-club operator with pools, group fitness, personal training, and spa amenities. Most directly comparable in product mix and target customer (families, premium consumers) but operates at national scale versus WAC's regional footprint.
• Equinox: Premium fitness club operator with multi-club access, personal training, group fitness, and integrated wellness programming. Overlaps WAC on tiered membership, trainer-led services, and wellness positioning at the premium end.
• LA Fitness (now Esporta): Large multi-location fitness club operator offering pools, courts, group classes, and personal training. Comparable in amenity mix and broad demographic appeal, though serving national markets versus WAC's single region.
• 24 Hour Fitness: National multi-club fitness chain offering group exercise, personal training, and aquatic facilities. Comparable in subscription-membership, multi-club access model, and amenity breadth.
• Planet Fitness: Largest low-cost fitness chain in the U.S. Competes with WAC for entry-level and value-conscious consumers in the same southeastern Wisconsin trade area, anchoring the low-price end of the market.
• Gold's Gym: Established national fitness brand offering group fitness, personal training, and multi-club access. Comparable on breadth of programming and franchise-style multi-location model versus WAC's direct-owned chain.

Direct peers

• Chuze Fitness: Multi-location full-service fitness chain with pools, group classes, personal training, and family-friendly amenities, concentrated in the western U.S. Closely matches WAC's regional-chain, family-oriented, value-premium positioning and amenity breadth.

Emerging players

• Club Pilates: Boutique Pilates franchise with rapid U.S. expansion. Represents the boutique-studio disruption to traditional clubs like WAC and a relevant comparable for the Pilates programming already offered at WAC North Shore.
• Orangetheory Fitness: National boutique fitness franchise offering heart-rate-based group training. Competes with WAC's personal and small-group training services and represents the boutique, coach-led segment siphoning members from traditional clubs.

Regional players

• YMCA of Metropolitan Milwaukee: Regional community fitness organization operating multiple locations across the same southeastern Wisconsin market as WAC, with pools, youth programming, and family memberships. Most directly overlapping competitor on geography and family-segment positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/thewac
• YouTubeyoutube.com/channel/UCByBDU6s9PnlEJ5fInq1B5A
• Facebookfacebook.com/thewac
• Instagraminstagram.com/wisconsinathleticclub
• Pinterestpinterest.com/thewac
• LinkedInlinkedin.com/company/wisconsin-athletic-club

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Wisconsin Athletic Club, LLC