What 125 Live does

125 Live is a nonprofit, membership-based social and fitness facility founded in 1961 and located at 125 Elton Hills Dr. NW in Rochester, Minnesota, serving adults aged 18 and older across Rochester and the surrounding SE Minnesota region. The organization operates as a community hub offering more than 100 weekly classes and activities spanning physical fitness (fitness center, warm water pool, cycling studio with adaptive equipment, boxing, rowing, yoga, personal training, pickleball, water volleyball), social and intellectual engagement (game room, billiards, book club, photography, wood carving, quilting, square dancing, Young at Heart Choir, live music, tech learning center), and health/community support services (food pantry, VITA free tax preparation, senior congregate dining, support groups for cancer/grief/Alzheimer's/Parkinson's, on-site physical therapy, massage, chiropractic, esthetician). The facility is also a licensed Senior Planet Center under AARP/OATS, delivering digital literacy programming for older adults.

The underlying technology stack is largely physical-infrastructure based — hearing loop assistive technology in most rooms, a warm water pool, an inclusive cycling studio with recumbent cycles and arm ergometers, a commercial teaching kitchen, and accessibility-focused adaptive equipment — combined with standard digital communications tools (a website with virtual tour video, Constant Contact email newsletter, Facebook/Instagram/YouTube channels, and downloadable PDF schedules). No software platform, proprietary model, or AI/ML capability is disclosed.

The business model is a tiered subscription membership structure (Social Only, Fitness Only, and Social & Fitness/Optimum tiers billed monthly) as the primary recurring revenue stream, supplemented by personal training packages (1/5/10-hour units), guest day passes at $10, per-activity fees for select classes and events, retail merchandise and locker rentals, on-site third-party practitioner services, facility rental/event revenue, and local business sponsorships. The organization is supported by individual donations, grants (notably the Minnesota State Arts Board), Thrivent Financial Choice Dollars, and 12 local business sponsors. Customer acquisition is community-led through word-of-mouth, social media, healthcare system referrals (Mayo Clinic, Olmsted Medical Center), and partnerships with the City of Rochester Parks and Recreation, SEMCAC, and OATS/AARP.

Name

125 Live

Legal name

125 Live

Website

https://125livemn.org

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

11–50 employees

Short description

125 Live is a nonprofit, membership-based social and fitness facility in Rochester, Minnesota, serving adults 18+ with over 100 weekly fitness, social, intellectual, and wellness programs, supported by tiered memberships, sponsorships, and community partnerships.

Ownership category

akta.pro rank

Product category

Community Recreation and Wellness Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Senior/Low-Impact Group Fitness (HSADABAI)

akta.pro secondary industry

Senior & Active Aging Personal Training (HSADAAAI)

Keywords

• Adult fitness programs
• Senior community center
• Social wellness facility
• Group fitness classes
• Healthy aging services

Headquarters

HQ city

Rochester

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Annual or monthly membership fees providing access to facilities, classes, and activities. Three tiers: Social Only, Fitness Only, and Social & Fitness (Optimum). Membership is the primary recurring revenue stream.
2. Personal Training Packages: One-on-one and small-group personal training sold in hourly packages (1-hour, 5-hour, 10-hour packages). All trainers hold nationally accredited certifications.
3. Guest Day Passes: Non-members may purchase guest day passes for $10 to access certain activities and facilities.
4. On-site Services and Retail: Retail sales of merchandise, drinks, snacks, color copies, and specialty items (drumsticks, boxing gloves, T-shirts, pottery items). Also massage, esthetician, physical therapy, and chiropractic services provided by third-party practitioners using 125 Live facilities.
5. Program Registration Fees: Fees for specialty classes and programs including art, pottery, swimming lessons, and defensive driving courses. Some activities charged per session for fitness or non-member guests.
6. Facility Rental and Event Revenue: Revenue from private event bookings and use of gathering spaces for member and community events.
7. Sponsorships: Local businesses sponsor 125 Live in exchange for recognition and marketing exposure. Members receive discount benefits at some sponsors (e.g., 10% off at Novios Café, 10% off at Maxon Family Funeral Home).

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

125 Live is a nonprofit membership-based social and fitness facility in Rochester, MN serving adults 18+. It operates from a single physical facility offering tiered memberships (Social, Fitness, and Social & Fitness) that grant access to over 100 weekly classes and activities spanning fitness (fitness center, warm water pool, cycling, boxing, rowing, yoga, personal training), creative arts (pottery, painting, photography, quilting, wood carving), social clubs (book club, genealogy, music, choir, square dancing), and community services (food pantry, VITA free tax preparation, support groups, Red Cross certification, defensive driving).

Product overview

125 Live is a social and fitness facility for adults 18+ in Rochester, MN, providing physical, social, and intellectual opportunities for successful aging. The facility operates as a unified center with two primary membership tiers (Social and Fitness) offering a diverse portfolio of over 40 products and services. Core fitness offerings include a Fitness Center, Swimming Pools, Personal Training, Yoga Classes, Boxing Studio, Inclusive Cycling Studio, Rowing Classes, and Water Volleyball. Social and creative programs encompass Art Classes, Pottery Studio, Art Gallery, Photography Club, Castle Quilters, Knit and Crochet, Wood Carving, Book Club, and Family History Club. Wellness services include Physical Therapy, Massage, Chiropractic, and Esthetician services on-site. Additional programming includes Technology Learning Center (digital literacy for seniors), Food Pantry, VITA Tax Assistance, Support Groups, Live Music, Music Jam Sessions, Young at Heart Choir, Square Dancing, Game Room, Pickleball, Ping Pong, Bike Rentals, Senior Congregate Dining, Kitchen cooking classes, and Community Outreach. The facility serves as a licensed Senior Planet Center and hosts Red Cross certification and Defensive Driving courses.

Differentiator

Problem solved

Functional benefit

Products and services

• Fitness Center A comprehensive fitness center providing exercise equipment and workout facilities for adult members seeking physical fitness.
• Swimming Pools Warm water pool facilities for aquatic exercise, swimming, water volleyball, and swimming lessons available to members.
• Personal Training One-on-one and small-group personal training sessions delivered by nationally certified trainers, sold in 1-hour, 5-hour, and 10-hour packages with specializations including Senior Fitness and corrective fitness.
• Group Fitness Classes Over 100 weekly group fitness classes including cycling, boxing, rowing, Pound, and other specialty fitness programs available to fitness members.
• Yoga Classes Various yoga offerings including Gentle Vinyasa Flow, Yoga II, Chair Assisted Yoga, and Stretch and Tone classes.
• Inclusive Cycling Studio Cycling studio featuring standard fitness cycles, recumbent cycles, and arm ergometers designed to accommodate members across a wide range of physical abilities.
• Boxing Studio Dedicated boxing studio offering fitness boxing classes and training sessions.
• Pickleball Indoor and outdoor pickleball courts with introductory classes and reduced-rate access to Rochester Rec Center courts for members during off-season months.
• Water Volleyball Water volleyball activities in the warm water pool available to fitness members.
• Rowing Classes Rowing classes available in the rowing studio for fitness members.
• Medical Specialty Classes Specialized fitness and wellness classes designed for individuals with specific medical conditions or recovery needs.
• Pottery Studio Studio space for pottery and ceramic arts classes and projects for social members.
• Art Classes Various art classes including charcuterie board design and other creative disciplines for members.
• Art Gallery Rotating art gallery featuring works of local artists, many available for purchase, with quarterly receptions.
• Photography Club Photography groups including Exploring Photography and Photographic Post Processing and Editing sessions.
• Castle Quilters Quilting group for social members interested in quilting crafts.
• Knit and Crochet Group Crafting group meeting three times weekly to create items for donation to local organizations.
• Wood Carving Wood carving group for social members from beginners to experienced carvers.
• Library and Book Club Library space and book club for reading enthusiasts.
• Family History Club Genealogy research club meeting monthly for sharing research methods and discoveries.
• Game Room Social gaming space with card games such as 500 Cards, Bridge, Cribbage, Mexican Train dominoes, Rummikub, Texas Hold 'Em, and board games.
• Billiards Billiards room for recreational play among members.
• Ping Pong Table tennis activities for fitness and social members at all skill levels.
• Square Dancing Square and barn dancing on the first and third Tuesday of each month, with lessons and community social elements.
• Young at Heart Choir Weekly choir group performing at nursing homes, senior housing, and assisted living facilities around Rochester.
• Live Music Concerts Friday morning concerts performed by members and local music groups, supported by Minnesota State Arts Board grant funding.
• Music Jam Sessions Weekly Wednesday music jam sessions for social members to play instruments and sing together.
• Gathering Space Community space available for socializing, concerts, card games, and reading; also available for private event rentals.
• Technology Learning Center Licensed Senior Planet Center providing digital literacy classes for older adults, including smartphone training, online safety, scam protection, and photography. Sponsored by AARP/OATS.
• Support Groups Various support groups including Cancer Support, Grief Support, Alzheimer's Caregiver Support, Parkinson's Support, and 8-Dimensions of Wellness.
• Massage Therapy Massage therapy services by Murphy's Massage with various modalities including Swedish, deep tissue, and prenatal massage.
• Physical Therapy Physical therapy services by Relief Physical Therapy and Wellness, a member practice of Therapy Partners, provided on-site by appointment.
• Chiropractic Services Chiropractic services provided by Adapt Rehab and Chiropractic for pain management and recovery.
• Esthetician Services Esthetician services by Looks by Liz including bridal makeup, waxing, skincare, and spray tans.
• VITA Tax Assistance Free Volunteer Income Tax Assistance for low-to-moderate income individuals and families with income under $85,000/year, sponsored by 125 Live and operated at six community sites and 14 senior residential sites in SE Minnesota.
• Food Pantry Food pantry open to members and the public, providing food assistance to food-insecure individuals free of charge.
• Senior Congregate Dining Subsidized lunch program provided Monday through Friday for community members age 60+ through SEMCAC, with suggested donations of $4-9 per meal.
• Cops and Coffee Free community program featuring chat sessions with Rochester Police Department officers about community updates.
• Red Cross Certification Classes Red Cross certification classes for CPR and other lifesaving skills taught by three Red Cross certified trainers.
• Defensive Driving Courses AARP Defensive Driving Course offering 4-hour classroom instruction that may qualify participants for car insurance discounts.
• Teaching Kitchen Commercial teaching kitchen offering fun and educational cooking classes and programs.
• Bike Rentals Free bike rental program for members to use the Zumbro River trail system.
• Locker Rental Locker rental service for members to store personal belongings while using the facility.
• 125 Live Merchandise Branded merchandise such as drumsticks, boxing gloves, T-shirts, pottery items, drinks, and snacks sold at the facility with proceeds supporting 125 Live's mission.
• One Topic One Hour Weekly discussions on current events and community resources featuring guest presenters.
• Swimming Lessons Swimming lessons available for members and the public.
• Membership Services Central services desk for memberships, activity sign-ups, guest passes, merchandise, and member inquiries, available during all facility operating hours.

Quantifiable outcome

• Over 100 classes held each week across fitness, social, and intellectual programming categories
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Olmsted Medical CentercoreGTM or Marketing PartnerOlmsted Medical Center is a program partner of 125 Live, providing health education and information at the facility supporting the Healthy Aging mission. The partnership brings medical expertise to the community programming offered at 125 Live.
• Mayo CliniccoreStrategic or Co-development PartnerMayo Clinic experts participate as presenters at 125 Live community programs, providing education on health topics that support the facility's Healthy Aging mission.
• OATS/AARP Senior PlanetcoreStrategic or Co-development Partner125 Live is a licensed Senior Planet Center, sponsored by AARP through the Older Adults Technology Services (OATS) program. This partnership enables delivery of digital literacy programming specifically designed for older adults, including classes on smartphones, online safety, scams, fraud protection, and photography.
• Rochester Clinic/ Lotus FoundationminorGTM or Marketing PartnerRochester Clinic/Lotus Foundation sponsors 125 Live and has a marketing presence at the facility for community health education and outreach.
• City of Rochester Parks and RecreationcoreStrategic or Co-development Partner125 Live has a formal agreement with the City of Rochester Parks and Recreation Department allowing 125 Live members to access the Rochester Rec Center for pickleball at reduced rates during off-season months (October–April). 125 Live also operates dedicated gym time (6:30–9:30am M–F) at the Rec Center exclusively for its members.
• SEMCAC (Community Action Agency)coreStrategic or Co-development PartnerSEMCAC provides a congregate dining program for community members age 60+ at 125 Live's location, Monday–Friday. The program provides healthy meals and social dining opportunities for seniors, with suggested donations of $4–9 per meal.
• Novios CaféminorGTM or Marketing PartnerLocal café sponsor offering 125 Live members a 10% discount when they show their member badge. Sponsor receives marketing exposure and a direct referral channel to 125 Live members.
• Rochester Police DepartmentminorStrategic or Co-development PartnerRochester Police Department participates in the 'Cops and Coffee' program at 125 Live, providing community members with updates and opportunities to interact with local law enforcement in an informal setting.
• Caring TransitionsminorGTM or Marketing PartnerSenior care services business sponsor of 125 Live. Sponsor receives marketing recognition in exchange for community visibility.
• Visiting AngelsminorGTM or Marketing PartnerSenior home care services provider and sponsor of 125 Live. Provides community visibility and referral pathway to 125 Live's services.
• Old National Bank (formerly Bremer Bank)minorGTM or Marketing PartnerRegional bank and financial services sponsor of 125 Live, providing marketing recognition and community partnership.
• Seniors Helping SeniorsminorGTM or Marketing PartnerSenior care services business sponsor of 125 Live. Provides mutual referral pathway to both organizations' senior clients.
• Maxon Family Cremation and Life CelebrationsminorGTM or Marketing PartnerFuneral and memorial services sponsor offering 125 Live members a 10% discount on basic service costs.
• Yanowitz Law FirmminorGTM or Marketing PartnerLaw firm sponsor offering 125 Live members $100 off will or trust services.
• Forte LivingminorGTM or Marketing PartnerSenior living community sponsor of 125 Live.
• EdenbrookminorGTM or Marketing PartnerSenior living or care community sponsor of 125 Live.
• Minnesota State Arts BoardcoreStrategic or Co-development Partner125 Live receives grant funding from the Minnesota State Arts Board, a legislative appropriation from the state's art and cultural heritage fund. This grant supports live music concerts and cultural programming at the facility.
• Rochester Tax Volunteers (SEMNTaxes.org)coreStrategic or Co-development PartnerVITA tax assistance program is sponsored by 125 Live and provides free tax preparation services to low-to-moderate income individuals across 6 community sites and 14 senior residential sites in SE Minnesota. [email protected] coordinates volunteer preparers and greeters.

Scale indicators6 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• YMCA of the North: Regional YMCA operating membership-based fitness facilities with broad programming (fitness, swim, group classes, senior programs) for adults and families. Closest direct competitor in Rochester, MN with overlapping adult fitness and community programming model.
• Senior Planet (OATS): AARP-affiliated national network of technology learning centers and active aging programs for adults 60+. 125 Live is itself a licensed Senior Planet Center, making this its parent/licensor network with directly comparable programming for the older adult demographic.
• Oasis - A Lifelong Adventure: National nonprofit network offering lifelong learning, fitness, arts, and social programs for adults 50+. Directly comparable mission and programming model, though delivered primarily through partner institutions rather than owned facilities.
• Friendship Centers (Suncoast): Network of senior centers providing fitness classes, social activities, meals, and wellness programs for older adults. Directly comparable community-based senior center model, though serving a different (Florida) geography.

Broad incumbents

• National Council on Aging (NCOA): National nonprofit advocacy and service organization focused on improving the health and economic security of older adults. Broader incumbent operating across the same mission space through policy, programs, and senior center partnerships.
• SilverSneakers (Tivity Health): Nationwide senior fitness program funded primarily through Medicare Advantage plans, providing gym access and group classes for older adults. A broad incumbent that competes for the same 50+ member demographic with structural insurance-funded pricing.
• Mather LifeWays: National nonprofit operator of senior living communities and lifestyle/wellness programs for older adults. Broader incumbent with overlapping wellness and active aging programming but primarily operating in residential senior living rather than community center settings.
• AARP Foundation: National nonprofit organization serving adults 50+ with programs in health, financial security, and community engagement. Broader incumbent; AARP is also the parent of OATS/Senior Planet, which licenses 125 Live, making it both an ecosystem partner and a high-level peer.
• Brookdale Senior Living: Largest U.S. operator of senior living communities, offering fitness, wellness, and life-enrichment programming within residential settings. Broad incumbent serving the same 50+ demographic with overlapping wellness programming but in a residential care model.

Regional players

• City of Rochester Parks and Recreation: Municipal parks and recreation department operating the Rochester Recreation Center, which provides pickleball, gym access, and senior programming. Direct regional peer and existing partnership counterparty for 125 Live.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xfacebook.com/125LIVEmn
• YouTubeyoutube.com/@125Live
• Facebookfacebook.com/125LIVEmn
• Instagraminstagram.com/125livemn
• LinkedInlinkedin.com/company/125-live

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 125 Live