Eat The Frog Fitness

What Eat The Frog Fitness does

Eat The Frog Fitness is a privately-held group-training fitness franchise founded in 2015 by Olympic Gold Medalist Bryan Clay and co-founder Joe Culver, with Bryan Clay also serving as chief brand officer. The company offers a proprietary training system that pairs heart-rate-based personalized programming with athletic-inspired workouts across four session modalities: Agility, Strength, Cardio, and Recovery. Core technology includes custom heart-rate monitoring, a 30-minute Fit Assessment tool that establishes baseline metrics and custom max heart rate, the FrogFit mobile app for progress tracking and on-the-go streaming workouts, and InBody body-composition scanning integrated into the premium membership tier.

The product surface spans three live/virtual delivery formats: in-studio Live-Coached sessions during peak hours, Virtual-In Studio sessions guided by pre-recorded coach 'Tad' during off-peak hours, and On-The-Go streaming sessions via the FrogFit App. Distribution is through franchise-owned physical studio locations; the system reports 12+ studios across Kansas, North Carolina, Washington, Indiana, Iowa, and Tennessee, with 10,000+ members nationally. The company monetizes via recurring monthly membership subscriptions across three tiers (BASE virtual-only with 6-month commitment, LIVE with 8 coached sessions, UNLIMITED with full access and 3-month commitment) and a premium FrogFit membership that adds 1:1 coaching, strategy sessions, and weekly InBody evaluations. A secondary corporate wellness segment offers team-building and group fitness for organizations. The GTM motion is sales-led through local studio presence and free introductory sessions, augmented by a product-led digital layer via the FrogFit App.

Name

Eat The Frog Fitness

Legal name

Eat The Frog Fitness

Website

https://eatthefrogfitness.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Eat The Frog Fitness is a group-training fitness franchise founded by Olympic Gold Medalist Bryan Clay, operating 12+ studio locations across the U.S. that deliver heart-rate-personalized Agility, Strength, Cardio, and Recovery sessions to individual members and corporate wellness clients via subscription memberships.

Ownership category

akta.pro rank

Product category

Group Fitness Training Services

NAICS

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

akta.pro industry

PRIMARYHSADABAH

Functional Fitness / Cross-Training Groups

Home & Personal Services/Fitness, Wellness & Personal Training/Group Fitness & Bootcamps

SECONDARYHSADAAAA

General Personal Training (In-Person & Virtual)

Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)

SECONDARYHSADAAAM

Online/Remote Personal Training & Programming

Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)

Keywords

• Group fitness training
• Fitness franchise services
• Personal training programs
• Heart rate training
• Fitness studio memberships

Headquarters

HQ city

Issaquah

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Group Training Memberships: Monthly recurring membership fees for access to group training sessions across three tiers (BASE, LIVE, UNLIMITED). Members pay monthly with commitment periods of 3-6 months depending on tier.
2. FrogFit Premium Membership: Enhanced membership tier offering unlimited live and virtual sessions, dedicated 1:1 personal coaching, strategy sessions, InBody body composition evaluations, and access to specialty nutrition and fitness programs.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Eat The Frog Fitness delivers personalized group fitness training through franchise-owned studios, offering four session types (Agility, Strength, Cardio, Recovery) delivered via live-coached, virtual-in-studio, and on-the-go streaming formats. The program combines proprietary heart rate monitoring technology, fit assessments, and a mobile app (FrogFit) to create individualized training plans backed by a results guarantee.

Product overview

Eat The Frog Fitness is a group training fitness franchise founded by Olympic Gold Medalist Bryan Clay, offering a unified platform combining science-based body assessment with athletic-inspired workouts. The core offering consists of three live/virtual training formats (Live-Coached, Virtual-In Studio, and On-The-Go sessions) delivering four session types: Agility, Strength, Cardio, and Recovery. Supporting the training sessions are the Fit Assessment tool for baseline evaluation, the FrogFit App for progress tracking, and the FrogFit Membership program for comprehensive access. The company operates multiple studio locations across the United States including Manhattan (KS), Chapel Hill (NC), Charlotte (NC), Covington (WA), Indianapolis (IN), Ankeny (IA), and Ooltewah (TN).

Differentiator

Problem solved

Functional benefit

Brands

• FrogFit: The ultimate personal training membership offering unlimited Live and Virtual group sessions, 1:1 personal coaching, strategy sessions, online community access (FrogFitter Facebook Group), weekly InBody body composition evaluations, access to the FrogFit app, and specialty nutrition and fitness programs.

Products and services

• Group Training Sessions
• Live-Coached Sessions
• Virtual In-Studio Sessions
• On-The-Go Sessions
• Fit Assessment
• FrogFit Premium Membership
• 8-Week Guarantee Program

Quantifiable outcome

• 8-week improvement guarantee in strength, endurance, and/or flexibility (with 24 sessions completed)

Named customers8 records

Segments2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Orangetheory Fitness: National heart-rate-monitored group training franchise with hundreds of studios. Most direct competitor to Eat The Frog's heart-rate-based, coach-led group training model, serving similar fitness consumers with subscription-based memberships.
• F45 Training: Functional training group fitness franchise known for 45-minute HIIT sessions. Directly comparable in franchise-based delivery of athletic-inspired, time-efficient group workouts targeting similar demographics.
• CrossFit: Global functional fitness brand with affiliate gym model. Closely comparable in emphasizing strength, cardio, agility and recovery-style workouts delivered through certified coaches in group settings.
• Barry's Bootcamp: Premium boutique fitness brand offering instructor-led group classes combining strength and cardio. Comparable in tiered membership model, premium positioning, and coach-led group experience.
• Burn Boot Camp: Group fitness franchise focused on strength and conditioning camps with a strong community model. Comparable in franchise distribution, group training format, and community-centric positioning similar to FrogSquad.
• 9Round Fitness: Kickboxing-themed circuit training franchise with 30-minute workouts. Comparable in franchise-led delivery of structured, time-efficient group fitness with recurring membership model.

Emerging players

• Row House: Indoor rowing group fitness franchise. Adjacent in offering low-impact, high-intensity cardio group training, intersecting with ETF's emphasis on Concept II Rowers within its cardio programming.
• Peloton: Connected fitness platform offering live and on-demand group classes. Comparable to ETF's FrogFit App and virtual-in-studio offering, though Peloton operates in pure-virtual form and competes for the same hybrid-minded member.

Broad incumbents

• Planet Fitness: Largest low-cost gym franchise in the United States with thousands of locations. Indirect competitor offering significantly cheaper memberships but no coaching, group training, or personalization that ETF provides.

Regional players

• The Camp Transformation Center: Group fitness franchise emphasizing weight loss and body transformation with structured programs. Comparable in targeting results-driven members with coach-led group training and progress tracking similar to ETF's 8-week guarantee.

Market position

Strengths5 records

Weaknesses6 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=dAgSH8YFSqQ
• Facebookfacebook.com/eatthefrogfitnessmanhattan
• Instagraminstagram.com/eatthefrog_manhattan

Revenue estimate

Valuation estimate

Number of profiles

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 Eat The Frog Fitness