Vie Fitness and Spa

What Vie Fitness and Spa does

Vie Fitness and Spa is a privately held boutique fitness studio and spa founded in 2004 by Heather Dupuis, operating two physical locations in Ann Arbor, Michigan (209 S. Ashley St. downtown and 3050 Washtenaw Ave. at Arbor Hills). The company delivers a comprehensive wellness offering that includes personal training, NY Classical Pilates (notably one of only two programs in Michigan), more than 100 weekly group fitness classes (Spinning, Barre Intensity, Yoga, Kettlebell, circuit training, and more), as well as spa services (massage, facials, waxing, eyelash extensions), nutrition counseling, a smoothie bar, and a retail boutique carrying activewear and skincare brands. The Arbor Hills location is the anchor for NY Classical Pilates, while the Downtown location carries the broader class lineup, spa, smoothie bar, and boutique.

The business model is grounded in an a la carte pricing approach with no membership or initiation fees, complemented by an Unlimited Membership at $149/month. Per-session pricing is $15 per class and $69 per private session, with discounts on multi-session massage packages and a $35 introductory personal training offer. The company has launched higher-value bundled programs including a 12-week Fat Loss Program (training, nutrition, classes, spa rewards) and a 70 Day Pilates Promise (30 private Pilates sessions plus unlimited classes). Revenue streams further include a $195/month spinning bike rental for at-home use and live-streamed/on-demand virtual classes delivered via Zoom. Technology is limited to third-party platforms: Mindbody handles scheduling, registration, and client management, and Zoom powers virtual classes. No proprietary technology, app, or AI capability is disclosed.

Vie's customer base consists of individual consumers in the Ann Arbor area, with no enterprise or institutional accounts. Marketing runs through the company website, social media, email newsletters, and walk-in traffic, with self-serve booking via Mindbody. The company is founder-owned with no external institutional investment, no M&A activity, and no disclosed financial metrics. It has operated since 2004, added a second location in 2014, and adapted to COVID-19 by launching virtual classes in 2020.

Name

Vie Fitness and Spa

Legal name

Vie Fitness and Spa

Website

https://viefit.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Vie Fitness and Spa is a privately held boutique fitness studio and spa founded in 2004 by Heather Dupuis, operating two Ann Arbor, Michigan locations offering personal training, NY Classical Pilates, 100+ weekly group classes, spa services, nutrition counseling, a smoothie bar, and a retail boutique under an a la carte pricing model.

Ownership category

akta.pro rank

Product category

Boutique Fitness and Spa Services

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industries

Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages) (THAJAHAC), Cycling/Spin Classes (HSADABAE), Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE)

Keywords

• Boutique fitness studio
• Personal training services
• Group fitness classes
• Spa massage therapy
• Wellness spa services

Headquarters

HQ city

Ann Arbor

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Per-Session Fitness Services: A la carte pricing for personal training, private Pilates sessions, nutrition counseling, and group fitness classes. No membership or initiation fees required.
2. Unlimited Membership: Monthly subscription at $149/month includes unlimited classes and on-demand access to all class recordings.
3. Spa Services: Massage therapy and esthetician services. Massage pricing at $90 for 60 minutes and $120 for 90 minutes, with package discounts for multiple sessions.
4. Boutique Retail: Retail boutique selling activewear, skin and body products from brands including ALO, Beyond Yoga, Eminence, Illume, On, Splitsfiftynine, S'well, and Vimma.
5. Smoothie Bar: Smoothie bar offering made-to-order smoothies with natural protein options (vegan and whey), protein boosts, and snacks from local restaurant Juicy Kitchen.
6. Equipment Rental: Star Trac Blade Ion spinning cycle rental at $195/month for home use with virtual class access.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Vie Fitness and Spa operates two boutique fitness studio and spa locations in Ann Arbor, Michigan, offering personal training, NY Classical Pilates, and over 100 weekly group fitness classes, alongside spa services (massage, facials, waxing, eyelash extensions), one-on-one nutrition counseling, a smoothie bar, and a retail boutique selling activewear and skincare products. The business runs on an a la carte pricing model with no membership or initiation fees, supplemented by virtual classes delivered via Zoom and at-home Star Trac spinning bike rentals.

Product overview

Vie Fitness and Spa is a boutique fitness studio and spa offering a holistic wellness experience with two locations in Ann Arbor, Michigan. The company provides personal training, NY Classical Pilates, and over 100 weekly group fitness classes (Spinning, Barre Intensity, Yoga, circuit training, and more). Spa services include massage therapy, facials, waxing, and eyelash extensions. Additional offerings encompass nutrition counseling, a smoothie bar, and a retail boutique featuring activewear and skincare products. The company also provides virtual/online class access, structured fat loss and Pilates transformation programs, and equipment rental. Key differentiators include an a la carte pricing model with no membership or initiation fees, five-star customer service, and five-star architectural design.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Training One-on-one and small group training with certified personal trainers using goal-based, functional training approaches; more than 20 trainers on staff with certifications from ACSM, ACE, and other nationally recognized bodies. Pricing is $69 per session with a $35 introductory first-session offer.
• NY Classical Pilates Classical Pilates instruction including Reformer Pilates, Tower Pilates, Mat Pilates, and Tower-Spin Fusion, delivered at the Arbor Hills location on top-of-the-line Pilates equipment by certified instructors.
• Group Fitness Classes More than 100 weekly group fitness classes including Spinning (on Star Trac Blade Ion bikes), Barre Intensity, Yoga, CS 20/20, 4x7 Burn circuit training, Kettlebell Spin Fusion, BPM Cardio, Yin Yoga, and Spin & Sculpt, priced at $15 per class or via the unlimited monthly membership at $149.
• Spa Services Full-service spa offering massage therapy (Ashiatsu, Deep Tissue, Hot Stone, Prenatal, Reflexology, Relaxation/Swedish), facials using Eminence organic products, waxing, and eyelash extensions using Xtreme Lashes products, with massage at $90/60 min and $120/90 min and package discounts for 8, 16, and 24 sessions.
• Nutrition Planning One-on-one nutrition counseling and personalized meal planning with registered dietitians, available as a $69 per private session or bundled within the Fat Loss Program.
• Unlimited Membership Monthly subscription at $149 per month that includes unlimited classes and on-demand access to all class recordings.
• Virtual Classes Live stream and video on-demand fitness classes delivered remotely via Zoom, including Spinning, Barre Intensity, Mat Pilates, CS 20/20, and Yoga, accessible to clients who cannot attend in-person.
• Fat Loss Program 12-week comprehensive fat loss program that includes 24 personal training sessions, 12 private nutrition sessions, three months of unlimited classes, weekly check-ins, a dedicated personal scheduler, and spa rewards.
• 70 Day Pilates Promise 10-week intensive Pilates transformation program with 30 private Pilates sessions and unlimited Pilates classes for clients seeking significant body transformation.
• Star Trac Blade Ion Bike Rental Monthly rental of Star Trac Blade Ion spinning cycles at $195 per month for home use, bundled with access to virtual Spinning classes.
• Smoothie Bar Made-to-order smoothies using natural vegan and whey protein options, lower sugar content, and snacks sourced from local restaurant Juicy Kitchen, available exclusively at the Downtown location.
• Boutique Retail Retail boutique at both locations selling activewear brands (ALO, Beyond Yoga) and skin and body products (Eminence, Illume, On, Splitsfiftynine, S'well, Vimmia).

Quantifiable outcome

• Clients have lost up to 110 pounds through combined nutrition and exercise programs
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Scale indicators4 records

Recent moves7 records

Expansion highlights7 records

Broad incumbents

• Equinox: Luxury fitness club chain offering personal training, Pilates, group classes, and integrated spa services at premium price points. Comparable to Vie's boutique positioning and five-star service culture, but operating at metropolitan scale with a membership model.
• Life Time Fitness: National premium fitness operator with multiple locations, full-service spas, group classes, personal training, Pilates, and boutique retail. Comparable as a comprehensive wellness offering though at far larger scale and with a more membership-driven model.

Emerging players

• Restore Hyper Wellness: Emerging wellness franchise combining recovery services (cryotherapy, IV therapy, infrared sauna) with retail. Comparable to Vie's integrated wellness one-stop positioning though focused on recovery rather than fitness classes.
• The Dailey Method: Boutique barre and fitness studio franchise combining barre, Pilates, and yoga with small-group classes. Comparable to Vie's mixed-discipline boutique class offering and a la carte pricing philosophy at smaller scale.

Direct peers

• Title Boxing Club: Franchise boutique boxing and kickboxing fitness studio with group class and personal training model. Comparable to Vie as a boutique, group-class fitness operator with premium per-class pricing, though focused on a single modality.
• Pure Barre: National boutique barre fitness franchise offering group barre classes with a defined method and brand experience. Comparable to Vie's Barre Intensity class offering as a boutique, single-modality fitness concept, though Pure Barre is franchise-driven and geographically dispersed.
• CycleBar: Franchise indoor cycling boutique with premium theater-style studios and per-class pricing. Comparable to Vie's Spinning programming on Star Trac bikes with similar a la carte / package pricing, though CycleBar is a franchise with national reach.
• SoulCycle: Boutique indoor cycling studio with premium per-class pricing and brand-led experience. Comparable to Vie's Spinning programming on Star Trac Blade Ion bikes, though SoulCycle operates at national scale with a more narrowly cycling-focused concept.
• Massage Envy: Largest franchised provider of therapeutic massage and skincare services with membership-based pricing. Comparable to Vie's spa service menu (massage, facials, waxing, lash extensions) though structured around subscription sessions rather than Vie's a la carte pricing.
• Club Pilates: Franchise Pilates studio chain offering Reformer, Mat, and other Pilates classes with consistent group-class pricing. Comparable to Vie's Reformer/Tower/Classical Mat Pilates offering, with a much broader geographic footprint but lower per-studio service customization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/viefit
• LinkedInlinkedin.com/company/vie-fitness

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 Vie Fitness and Spa