What Exercise does

Exercise Inc is a privately held, Indiana-based personal fitness coaching studio operating under the brand name 'Exercise'. Founded in 2013 in the Indianapolis area (with the founder reporting program activity since 2004), the company delivers a proprietary, peer-reviewed slow-lifting strength training methodology in highly constrained 1:1 and small-group (max 3 clients per studio) sessions of roughly 20 minutes each. The core '20 Minutes A Week' program is anchored on equipment including MedX Lumbar Extension machines (with a patented pelvic restraint system) and is paired with the in-house 'Simple 9' habit-based nutritional coaching protocol and the 'Food for Thought' recipe content series.

The company serves a predominantly consumer and small-business clientele concentrated in Indiana, with studios in Avon, Brownsburg, and Zionsville. Documented customer outcomes include more than 7,000 lifetime clients and 40,581 pounds of cumulative client weight loss, with documented case studies of older adults (including an 85-year-old) and individuals recovering from chronic back pain. Customer segments fall into three descriptive personas: time-constrained adults seeking accountability, older adults managing age-related strength decline (including post-menopausal osteoporosis), and individuals with chronic low back pain.

The revenue model is a recurring monthly subscription for the 20 Minutes A Week program, bundled with the Simple 9 nutrition protocol and ongoing coaching, sold direct-to-consumer through the website contact form, phone (317-750-2219), and in-studio consultations. Pricing is not publicly disclosed. The go-to-market relies on content marketing (blog, YouTube, Facebook, Twitter) and a lead-magnet email funnel, with no third-party distribution, no app, and no digital product layer. The company is independently owned with no disclosed external investment or parent entity.

Name

Exercise

Legal name

Exercise Inc

Website

https://exerciseinc.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Exercise Inc is a privately held Indiana-based fitness studio operating the proprietary '20 Minutes A Week' slow-lifting strength training program, serving individual consumers and small-business clients across multiple Indianapolis-area locations with bundled nutrition coaching.

Ownership category

akta.pro rank

Product category

Personal Fitness Training

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Strength & Conditioning Personal Training (HSADAAAB)

akta.pro secondary industries

Weight Loss & Body Transformation Training (HSADAAAC), Functional Fitness & Mobility Training (HSADAAAD), General Personal Training (In-Person & Virtual) (HSADAAAA)

Keywords

• Personal fitness coaching
• Strength training services
• Nutrition coaching programs
• Weight loss coaching
• Back pain relief training

Headquarters

HQ city

Avon

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Personal Fitness Coaching Sessions: One-on-one personal training sessions with certified coaches. Each session is 20 minutes with a maximum of 3 clients in the studio at a time. Coaching includes exercise appointments, nutrition consultation, and ongoing support for individualized goals such as weight loss, getting stronger, or relieving pain.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Exercise Inc operates private fitness studios offering a '20 Minutes A Week' strength training program built on a proprietary slow-lifting method. Clients receive one-on-one coaching (max 3 clients in studio at a time) paired with the Simple 9 nutritional coaching program. Service lines are organized around specific outcomes: Feel Better, Lose Weight, Get Stronger, Relieve Back Pain, and Improve Health.

Product overview

Exercise Inc is a fitness studio offering a 20 Minutes A Week strength training program based on slow-lifting methodology. The core program includes one-on-one coaching with personalized attention in small groups (max 3 clients). Services are organized around specific outcomes: Feel Better, Lose Weight, Get Stronger, Relieve Back Pain, and Improve Health. The Simple 9© Nutritional Program provides dietary coaching with nine key habits. The company also produces Food for Thought recipe content. The program is distinguished by its osteoporosis-research-derived slow-lifting method, Medx Lumbar Extension equipment for back pain relief, and comprehensive coaching approach combining exercise with nutrition guidance.

Differentiator

Problem solved

Functional benefit

Brands

• Food for Thought: A recipe and cooking content series featuring healthy, grain-free recipes and cooking videos.

Products and services

• 20 Minutes A Week Strength Training Program The flagship private-coaching strength training program using a slow-lifting method proven to produce 50% greater strength gains in 12 weeks versus traditional resistance training, delivered in 20-minute weekly sessions for individual consumers.
• Simple 9 Nutritional Program A habit-based nutrition coaching program that teaches nine key habits for sustainable weight loss and long-term health, bundled with the 20 Minutes A Week membership.
• Improve Health Program A strength-training program designed to improve overall muscle health, with claimed cascading benefits to the digestive, cardiovascular, respiratory, nervous, and immune systems.
• Relieve Back Pain Program A program using the MedX Lumbar Extension machine with patented pelvic restraint system to isolate and strengthen lumbar spine muscles, targeting chronic low back pain relief.
• Get Stronger Program A strength training program using the slow-lifting method derived from osteoporosis research, designed to safely improve strength at any age.
• Feel Better Program A program focused on reducing nagging aches and pains through targeted strength training.
• Lose Weight Program A weight loss program that combines the 20 Minutes A Week strength training with Simple 9 nutritional coaching habits.
• Food for Thought Recipe Content A weekly video recipe series featuring healthy, grain-free recipes aligned with the Simple 9 nutritional program, distributed on YouTube and embedded on the website.

Quantifiable outcome

• Clients have helped lose 40,581 lbs total
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Club Pilates: Large national boutique fitness franchise offering small-group training in a private-studio setting. Comparable studio-based small-group private coaching, though focused on Pilates rather than strength.
• Orangetheory Fitness: Large national boutique fitness brand with similar adult-health-outcome messaging (heart rate, strength, weight loss). Competes for the same time-constrained, results-driven demographic but at much larger scale.
• F45 Training: Global functional training franchise offering 45-minute group sessions. Overlaps with Exercise Inc's time-efficient, results-oriented positioning for busy adults.

Direct peers

• Fitness Together: National one-on-one personal training franchise operating private studio sessions by appointment. Closest direct analog to Exercise Inc's appointment-based, small-group private coaching model.
• GYMGUYZ: In-home and on-location personal training service offering one-on-one sessions, serving a similar time-constrained adult demographic that values personalized coaching without a big-gym experience.
• The Perfect Workout: Slow-speed, one-on-one strength training studio franchise using a similar 20-minute weekly protocol. Directly comparable methodology, session length, and private-studio delivery model.
• OsteoStrong: Specialty strength and bone-density studio targeting osteopenia/osteoporosis patients using controlled loading protocols. Highly comparable niche overlap with Exercise Inc's osteoporosis-research origins.

Emerging players

• Future: Digital personal training platform pairing clients with remote coaches and customized programming. Represents the digital substitute/competitor to in-studio personal training for time-constrained adults.
• StretchLab: Franchise offering assisted stretching and mobility sessions in private studios. Addresses overlapping needs (back pain, mobility, aging adults) with a comparable boutique, appointment-based delivery model.

Others

• MedX Fitness Equipment (Medical Back Solutions): Provider of the patented MedX Lumbar Extension machine used in Exercise Inc's back-pain program. Adjacent ecosystem participant and key supplier rather than a competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/exerciseinc
• YouTubeyoutube.com/user/ExerciseInc/videos
• Facebookfacebook.com/ExerciseInc
• LinkedInlinkedin.com/company/exercise-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Exercise