Elevate Fitness

What Elevate Fitness does

Elevate Fitness is a privately-held, dual-location full-service fitness center operating in Central New York (Dewitt and Liverpool, NY), founded circa 1995 and now in its thirtieth year of operation under owner Tom Muller. The company operates through three legal entities (Dewitt Club LLC, Dewitt Club Corp, and Liverpool Fitness Club LLC) trading as ELEVATE FITNESS, and serves consumer and small-business customers across six primary segments: general fitness enthusiasts, racket sports players (tennis and pickleball), aquatics members, adaptive fitness participants (Elevate Thrive), insurance-eligible members, and students. The portfolio spans gym memberships, personal training, weight loss and nutrition programming, Pilates, group fitness, kickboxing, DEKA functional fitness, Spartan race training, swim lessons, and a recovery center offering infrared sauna, NormaTec compression, Human Touch massage chairs, Theragun percussive therapy, and red light therapy.

The business runs on a subscription membership model with tiered levels (Level Two Plus, Level Three) that bundle dual-club access and Recovery Center amenities, supplemented by ancillary revenue from one-on-one personal training, year-round swim lessons, guest passes ($25/day or $65/week for out-of-town visitors), and a structured Six Week Elevate Reset coaching program. Membership billing is automated through ABC Financial; class scheduling, reservations, and member self-service are managed through the Zenoti platform and a branded Elevate Fitness mobile app on iOS and Google Play. Distribution occurs through the two physical club locations, an online join portal at elevatesyracuse.com, the mobile app, and community-driven marketing across Instagram, Facebook, and member referrals. Insurance wellness-program participation can reduce or eliminate membership fees for qualifying members, functioning as a third-party-funded acquisition channel.

The company has 101-250 employees, no disclosed institutional investment, no parent company, no funding rounds, and no M&A activity on record. Recent strategic activity in 2025 is concentrated on customer acquisition (a $1 enrollment promotion and summer student memberships), upsell infrastructure (Recovery Center integration into higher tiers), and product diversification (Elevate Thrive adaptive fitness), with no announced geographic expansion beyond the existing Central New York footprint.

Name

Elevate Fitness

Legal name

Dewitt Club LLC, Dewitt Club Corp, and Liverpool Fitness Club LLC, DBA ELEVATE FITNESS

Website

https://elevatesyracuse.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

101–250 employees

Short description

Elevate Fitness is a privately-held, dual-location full-service fitness center in Central New York (Dewitt and Liverpool) offering memberships, personal training, group fitness, tennis, pickleball, aquatics, recovery services, and adaptive fitness programs to consumer and SMB customers.

Ownership category

akta.pro rank

Product category

Fitness Centers

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (611620), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industries

Strength & Conditioning / Performance Training (EDALAIAI), Sports Medicine, Athletic Training & Rehabilitation Services (EDALAIAH)

Keywords

• Fitness center services
• Health club memberships
• Personal training services
• Group exercise classes
• Aquatics and racquet sports

Headquarters

HQ city

Liverpool

HQ country

United States

HQ region

North America

Offices3 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. Membership Subscriptions: Recurring monthly membership dues with tiered levels including Level Two Plus and Level Three memberships that include recovery center access. Annual fees billed separately ($49 or $69 depending on membership type). Membership processed through ABC Financial billing services.
2. Guest Passes: Day passes and weekly passes sold to non-members. Out-of-town guest passes: $25/day or $65/week.
3. Personal Training and Specialized Programs: One-on-one personal training sessions (first session free for new clients), 6 Week Reset program, and specialized fitness coaching.
4. Swim Lessons: Year-round swim lesson programs including parent-child classes, group levels, and private/semi-private instruction at both locations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Elevate Fitness operates two multi-discipline health club locations in Dewitt and Liverpool, New York, providing gym memberships, personal training, group fitness classes, racquet sports, aquatics, adaptive fitness, recovery services, and weight-loss programming directly to individual consumers and families in the Central New York market. The offering is sold primarily through tiered subscriptions and packaged service fees under a single integrated club membership ecosystem.

Product overview

Elevate Fitness is a dual-location full-service fitness center in Syracuse, NY (DeWitt and Liverpool locations) offering a comprehensive health and fitness platform. The core offering is gym membership with tiered levels (Level Two Plus, Level Three) providing facility access and Recovery Center benefits. The portfolio includes personal training, group fitness classes, specialty programs (Pilates, Kickboxing), racquet sports (Tennis, Pickleball), aquatics with swim lessons, adaptive fitness (Elevate Thrive), and functional fitness programs (DEKA, Spartan Training). The Six Week Elevate Reset is a structured coaching program. The Recovery Center is a key differentiator featuring advanced therapies including infrared saunas, compression therapy, massage chairs, and red light therapy.

Differentiator

Problem solved

Functional benefit

Products and services

• Gym Membership Tiered subscription membership providing access to Elevate Fitness's two Central New York club locations, including cardio and strength equipment, group exercise, and ancillary amenities, targeted at individual adults and families in the Syracuse area.
• Personal Training

Quantifiable outcome

• Member testimonials report weight loss of 90+ lbs with medication elimination through consistent gym attendance and group fitness participation

Named customers4 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• ABC FinancialcoreOthersABC Financial handles membership billing services for Elevate Fitness. Members are automatically billed monthly through ABC Financial, and billing information can be updated at the club or through customer service.
• ZenoticoreTechnology or IntegrationElevate Fitness uses Zenoti's software platform for class scheduling, member reservations, and facility management. Members book classes through Zenoti-powered webstore links for both Dewitt and Liverpool locations.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Crunch Fitness: Multi-location full-service fitness club offering group fitness, personal training, and amenities across price tiers. Comparable to Elevate in offering breadth (group fitness + specialty programs) and multi-location operating model, though Crunch operates at significantly larger scale.
• Anytime Fitness: Franchised24/7 fitness club model with multi-location presence. Comparable to Elevate's community-oriented, multi-club model and reliance on recurring memberships, though Anytime operates at significantly broader geographic scale.

Broad incumbents

• Life Time Group Holdings: National premium full-service fitness club with racquet sports, aquatics, recovery, group fitness, and family programming. Closely comparable to Elevate's full-service positioning (tennis, pickleball, pools, recovery, personal training), though at much larger scale and with a public-company footprint.
• Gold's Gym: Established global fitness chain with group fitness, personal training, and amenity-rich clubs. Comparable to Elevate's membership-driven, multi-program full-service model with similar reliance on personal training and group classes as revenue add-ons.
• 24 Hour Fitness: Large multi-location full-service fitness club with group classes, personal training, and recovery amenities. Comparable in providing broad programming and tiered memberships across a regional footprint.
• ClubCorp / Invited: Operator of private golf and country clubs with racquet sports, fitness, aquatics, and dining amenities. Directly comparable to Elevate's racquet sports + aquatics + group fitness bundle, though with a membership-club orientation rather than pay-as-you-go.

Emerging players

• Orangetheory Fitness: Boutique group-training franchise focused on heart-rate-based interval workouts. Comparable to Elevate's group fitness and specialized programming verticals, competing for the same premium-programming segment of the market.
• F45 Training: Franchised functional training boutique with group classes and standardized programming. Comparable to Elevate's DEKA and Spartan functional fitness offerings in style and target member.

Regional players

• Chuze Fitness: Regional multi-club full-service fitness operator with group fitness, personal training, and recovery amenities. Comparable to Elevate in operating a multi-site, full-service model with mid-market premium positioning outside of the largest metro areas.
• Vasa Fitness: Regional multi-location fitness operator with group classes, personal training, and recovery amenities. Comparable to Elevate in its mid-market premium positioning and amenity-rich multi-club model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/elevatesyracuse
• LinkedInlinkedin.com/company/elevate-fitness-syracuse
• Instagraminstagram.com/elevatesyracuse/?hl=en
• Xx.com/elevatesyracuse

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 Elevate Fitness