Performance Health & Fitness

What Performance Health & Fitness does

Performance Health & Fitness operates a 25,000-square-foot health and fitness club in Coralville, Iowa, established in 2008 and privately held by David Williams (who also owns the affiliated Performance Therapies, P.C. physical therapy clinic). The facility functions as a multi-vertical wellness ecosystem rather than a single-product gym, combining tiered membership access (DIGITAL at $29/month, FIT at $49/month plus activation, TEAM at $99/month, and Personal Training from $119/month) with group fitness classes (Les Mills branded formats plus yoga, Pilates, spin, Zumba), personal training, specialized programming for seniors and youth athletes (Sport & Speed), health and nutrition coaching, and on-site physical therapy. The product surface is supported by a measurable technology layer including the Performance App (iOS/Android with Apple Watch, FitBit, and MyFitnessPal sync and two-way trainer messaging), InBody 270 body composition analysis, MyZone wearable heart rate monitoring, and a self-service iClubOnline portal for membership management. Distribution is predominantly direct-to-consumer through the single physical facility plus virtual channels (Zoom live-streams, FaceTime/Google video for private training), with a complementary B2B Workplace Wellness channel serving local employers via memberships, workshops, and screenings starting at $49/employee. Revenue is generated through recurring monthly subscriptions, add-on training sessions ($119-$579/month tiers), transactional shake bar and InBody scan sales ($15-$40 each), nutrition coaching packages ($40-$200), and Workplace Wellness contracts, with HSA/FSA payment accessibility enabled via a TrueMed partnership.

Name

Performance Health & Fitness

Legal name

Performance Health & Fitness

Website

https://performanceforhealth.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

Performance Health & Fitness is a Coralville, Iowa health club operating a 25,000-square-foot facility that offers tiered memberships, group fitness, personal training, sport-specific and senior programs, nutrition and health coaching, and an affiliated on-site physical therapy clinic serving the Iowa City Corridor.

Ownership category

akta.pro rank

Product category

Health & Fitness Club

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industries

Strength & Conditioning Bootcamps (HSADABAB), Senior/Low-Impact Group Fitness (HSADABAI), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)

Keywords

• Health club memberships
• Personal training services
• Group fitness classes
• Nutrition coaching
• Athletic performance training

Headquarters

HQ city

Coralville

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

Revenue model

1. Membership Subscriptions: Monthly recurring memberships (DIGITAL, FIT, TEAM, Personal Training tiers) with activation/enrollment fees. Core revenue driver providing predictable monthly revenue.
2. Personal Training Sessions: Semi-private and private training sessions (in-person and virtual) with per-session add-ons. Multiple tiered packages from $119-$579/month plus additional session purchases.
3. Nutrition Coaching: Discovery sessions, follow-ups with/without meal plans, one-time macro calculations, and 2-week meal plans. Ranges from $40-$200 per program.
4. Shake Bar Products: Recovery shakes, specialty shakes, and smoothies sold at on-site Shake Bar. Point-earning purchases through Perkville rewards program.
5. Workplace Wellness Programs: Employer memberships starting at $49/employee, wellness workshops at $60/session, InBody screenings at $120/hour, and monthly newsletters.
6. InBody Scans and Products: Body composition scans at $40 including consultation. MyZone heart rate monitors sold at $99.
7. Day Passes and Guest Fees: Single-visit day passes at $15 for non-members, $7.50 with current member guest pricing.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Performance Health & Fitness is a 25,000-square-foot health club founded in 2008 in Coralville, Iowa, offering tiered month-to-month memberships (DIGITAL live-stream $29/mo, FIT facility access $49/mo, TEAM high-intensity $99/mo, Personal Training from $119/mo) that include a complimentary JumpStart onboarding program worth over $240. The integrated wellness ecosystem extends to personal training, 50+ weekly group fitness classes (Les Mills branded, yoga, Pilates, spin, Zumba), Sport & Speed athletic development, Senior Fitness programming, health and nutrition coaching, the Performance App for digital/on-demand classes, the on-site Shake Bar, InBody body composition analysis, MyZone heart rate monitoring, and on-site physical therapy through affiliated Performance Therapies, P.C.

Product overview

Performance Health & Fitness is a health club platform offering tiered membership products centered around a 25,000-square-foot facility in Coralville, Iowa. The core offering includes DIGITAL ($29/month for live-stream classes), FIT ($49/month for facility access), TEAM ($99/month for high-intensity group training), and Personal Training memberships (starting at $119/month). The ecosystem extends through complementary services including Group Fitness Classes (Les Mills programs, yoga, Pilates, spin), Sport & Speed Athlete Development, Senior Fitness programs, Health Coaching, Nutrition Coaching, and the Performance App (digital platform with health data sync and on-demand classes). Add-on products include the Shake Bar, Perkville Rewards, InBody 270 body composition analysis, and MyZone heart rate monitoring. The company also offers Workplace Wellness programs for employers.

Differentiator

Problem solved

Functional benefit

Brands

• TEAM Training: High-intensity group training program featuring mobility work, strength training, and HIIT-style conditioning, meeting Monday-Friday at 5:15 am and 9:00 am.
• The Performance App
• The Shake Bar
• Workplace Wellness
• Sport & Speed
• Senior Fitness

Products and services

• DIGITAL Membership Month-to-month digital membership at $29 per month offering unlimited access to live-streaming group fitness classes via Zoom, with all class recordings available on-demand. No annual contract required with 30-day cancellation notice.
• FIT Membership Full facility access membership at $49 activation fee plus $49 per month providing unlimited access to the 25,000-square-foot health club, all group fitness classes, three complimentary personal training sessions, and the Perkville rewards program. FIT Annual option at $588 for 12 months plus one bonus month (no activation fee).
• TEAM Training High-intensity group training program at $99 per month combining mobility work, strength training, and HIIT-style conditioning in scalable 45-minute workouts. Sessions meet Monday through Friday at 5:15 am and 9:00 am.
• Personal Training Membership Personalized training membership starting at $119 per month with all FIT and TEAM benefits plus four personal training sessions per month. Semi-private options range from 4x30-min at $119 to 12x60-min at $339; private in-person ranges $159-$579; private virtual offered via FaceTime, Google Duo, Hangouts or Zoom.
• Sport & Speed Athlete Development Sport-specific strength and conditioning program for athletes of all levels focusing on power, speed, change of direction, and injury prevention. Includes pre- and post-evaluations with metrics such as vertical jump, broad jump, 40/10 yard sprints and pro-agility testing. Used by over 3,000 athletes statewide with notable alumni including NFL, NHL, MLB and NCAA athletes.
• Senior Fitness Programming Specialized fitness programming for active older adults including Fit For Life (low-impact full-body), Cycle & Circuit for Life (spin plus muscle circuit), and Stretch & Mobility classes, with senior-specific personal training from certified specialists.
• Group Fitness Classes Unlimited group fitness classes including Les Mills branded programs (BODYPUMP, BODYATTACK, CORE, BODYJAM, BODYCOMBAT, RPM, SPRINT, BODYSTEP, BODYBALANCE), Zumba, yoga, Pilates, spin, and specialty classes such as Barre, Total Body, TNT, and Stretch & Mobility.
• Health Coaching Certified health coaching service with $50 Discovery Session (60 minutes) and $35 follow-ups, providing individualized wellness plans addressing goal-setting, nutrition education, stress management, and behavioral modification. Available in-person or virtually, and includes complimentary 30-minute consultation.
• Nutrition Coaching Evidence-based nutrition coaching ranging $40-$200 per program with options for Discovery Session ($40), Follow-ups without meal plan ($125 for 4 sessions), Follow-ups with Meal Plan ($200 for 2-week meal plan plus 4 follow-ups), 2-Week Meal Plan ($100), and One-time Macro Setting ($50). Targets weight management, muscle gain, fat loss, and athletic fueling.
• Workplace Wellness Employer wellness program offering FIT Memberships starting at $49 per employee, wellness workshops at $60 per session, InBody screenings at $120 per hour, and complimentary monthly newsletters with health challenges. Customizable to employer needs.
• JumpStart Program Complimentary four-session onboarding program included with every month-to-month membership, comprising Initial Consultation, Fitness Assessment, 30-60 minute private training session, and Nutrition Consultation. Establishes baseline fitness metrics and goals for new members.
• The Performance App Digital wellness mobile app for iOS and Android providing workout documentation, AppleWatch/FitBit/MyFitnessPal health data sync, 24/7 access to on-demand group fitness classes, and Personalized Digital Programming with 2-way trainer messaging. Basic access free for members; $5/month for non-members; personalized programming from $80-$240 per month.
• InBody 270 Body Composition Analysis Body composition scanner providing comprehensive 15-second breakdown into muscle, fat, and water, with measurements for BMR, BMI, muscle-to-fat ratio, and muscular imbalance detection. Cost is $40 including scan and consultation with a certified personal trainer and/or health coach.
• MyZone Heart Rate Monitor Wearable heart rate monitoring system using chest strap with 99.4% accuracy to track BPM, calories burned, and exercise time. Effort is converted into Myzone Effort Points (MEPs) displayed on live tile monitors within the facility. Priced at $99 versus typical wearables costing $100-$600.
• The Shake Bar On-site smoothie and shake bar offering over 15 varieties including Recovery Shakes (PB&J, Power Berry, Berry Banana, Popeye's Punch, Strawberry Banana, Ice Cream Sundae), Specialty Shakes (Rise 'n Grind, Peanut Butter Cup, Cookie Monster, Thin Mint), and Smoothies (Tropical Twist, Berry Passion, Green Dream). Purchases earn Perkville reward points.

Quantifiable outcome

• 0.12 second decrease in 10-yard dash, 0.18 second decrease in 40-yard dash, 5.4 inch increase in broad jump, 2.8 inch increase in vertical jump, 0.17 second decrease in pro agility times
• +3 more outcomes

Named customers9 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

Integration10 records

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Performance Therapies, P.C.coreStrategic or Co-development PartnerOn-site physical therapy clinic affiliated through same ownership (David Williams). Complimentary injury screenings available to members. Direct referral pathway between fitness training and PT services. Shares Ridgeway Drive location in Coralville with separate suite (Suite 3).
• Les MillscoreGTM or Marketing PartnerLicensed programming including BODYPUMP, BODYATTACK, BODYCOMBAT, BODYJAM, RPM, SPRINT, LES MILLS CORE, BODYSTEP, BODYBALANCE. Premium branded class formats drive marketing and perceived quality.
• TrueMedminorGTM or Marketing PartnerEnables HSA/FSA fund usage for membership and programs. $20 telehealth survey required to qualify. Expands payment accessibility for members with health savings accounts.
• Liberty High SchoolcoreStrategic or Co-development PartnerNate Barnes serves as Head Strength and Conditioning Coach for Liberty High School, providing sport-specific training programs for all sports.
• Mount Mercy College BaseballminorStrategic or Co-development PartnerNate Barnes serves as Strength and Conditioning Coach, supporting athletic development and injury prevention for baseball team.
• Iowa Heartlanders HockeyminorStrategic or Co-development PartnerBrendon Panther serves as Strength and Conditioning Coach for the professional hockey team.
• MidPrairie High SchoolminorStrategic or Co-development PartnerAlex Cardenas coaches athletes at MidPrairie High School as part of his training programs.
• West High SchoolminorStrategic or Co-development PartnerNoah Parrish trains athletes at West High School, sharing knowledge with next generation of athletes.
• Culver-Stockton CollegeminorStrategic or Co-development PartnerNoah Parrish serves as Strength Coach and Personal Trainer for college athletic programs.
• WACO High SchoolminorStrategic or Co-development PartnerAlex Cardenas previously served as strength and conditioning coach.
• Fairfield High SchoolminorStrategic or Co-development PartnerAlex Cardenas previously served as strength and conditioning coach.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Orangetheory Fitness: National HIIT group-training brand centered on heart-rate-monitored group workouts led by coaches. Closely comparable to Performance's TEAM Training tier and MyZone-based gamified heart rate programming, with similar monthly subscription structure.
• F45 Training: Global functional training and HIIT franchise with scheduled 45-minute group classes. Directly comparable to Performance's TEAM Training and Sport & Speed group conditioning offering, and competing for the same outcome-oriented adult members.
• Burn Boot Camp: Group strength and conditioning concept with tiered memberships and an emphasis on community and accountability. Comparable to Performance's mix of group training, personal training tiers, and community-driven retention model.
• TITLE Boxing Club: Specialty group fitness franchise combining coach-led conditioning with member subscription pricing. Mirrors Performance's branded group fitness (Les Mills) and recurring membership revenue model in a single-discipline setting.
• Fitness Together: Personal-training-focused franchise offering semi-private and one-on-one training on a recurring subscription basis. Directly comparable to Performance's Personal Training tier ($119+) with semi-private and private session packaging.

Broad incumbents

• Life Time Fitness: National premium health club operator with personal training, group fitness, nutrition, and on-site PT-adjacent services bundled into large destination facilities. Broader, multi-state footprint than Performance, but overlapping membership-and-services architecture.
• Equinox: Premium multi-service fitness brand combining group fitness, personal training, and lifestyle amenities under monthly subscriptions. Comparable in integrating high-touch training, group fitness, and digital programming under a premium membership tier.
• Chuze Fitness: Value-tier multi-location fitness club with monthly memberships, group classes, and personal training add-ons. Closely comparable in tier structure ($29 digital-style, $49 standard, $99 premium) to Performance's Digital/FIT/TEAM pricing ladder.
• Anytime Fitness: Global 24/7 franchise fitness model with low monthly pricing, personal training upsells, and group classes. Comparable recurring-revenue membership and personal training architecture targeting similar suburban adult demographics.
• Planet Fitness: Largest value-priced fitness franchise in the US with national brand recognition and aggressive sub-$15/month pricing. Competes with Performance at the entry level for price-sensitive members in the Iowa City Corridor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/performanceiowa
• YouTubeyoutube.com/user/PerformanceIowa
• Facebookfacebook.com/PerformanceHealthandFitness
• LinkedInlinkedin.com/company/performance-health-and-fitness/mycompany
• Instagraminstagram.com/performancehealthfitness
• TikToktiktok.com/@performancehf?is_from_webapp=1&sender_device=pc

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 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 Performance Health & Fitness