Alliance Fitness Center

Name

Alliance Fitness Center

Legal name

Alliance Fitness Center

Website

https://alliancefitnesscenter.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Personal Training and Fitness Services

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Functional Fitness / Cross-Training Groups (HSADABAH), Elite Performance Training Centers (High-Performance/Pro Prep) (MPAKAJAC), Sports-Specific Group Conditioning (HSADABAK)

Keywords

• Personal training services
• Group fitness classes
• Nutrition coaching
• Athletic performance training
• Corporate wellness programs

Headquarters

HQ city

Reading

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Personal Training Services: One-on-one personalized training programs where AFC-certified trainers assess physical capacities and design individualized exercise programs. Revenue generated from private training sessions with flexible scheduling options (full-time, part-time, or periodic training arrangements).
2. Group Fitness Classes: Group classes including Strong (strength/stability/mobility), Shred (HIIT), Strike (boxing), and Kinstretch (mobility) offered at various times throughout the week.
3. Rock Climbing Membership: Limited membership for climbing performance training including coaching lessons, training consultations, assessments, and gym access during specified hours. Limited to 15 people.
4. Nutrition Coaching: Personalized nutrition coaching services including InBody body composition scans, food diary reviews, sample meal plans, individualized nutrition plans, and in-person coaching sessions.
5. Corporate Wellness: Corporate wellness programs offering individualized fitness programs for employees at various stages of life.
6. Athlete Performance Program: Specialized training programs for athletes including comprehensive assessments, performance testing, and sport-specific training protocols.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Alliance Fitness Center is a single-location personal training and corporate wellness facility that delivers individualized one-on-one training programs, group fitness classes (Strong, Shred, Strike, Kinstretch), nutrition coaching, athletic performance assessments, and rock climbing performance training. Rather than selling traditional gym memberships, the company designs customized exercise programs based on physical assessments, serving athletes, busy professionals, older adults, and corporate employees at its Reading, PA facility.

Product overview

Alliance Fitness Center is a fitness facility offering a unified suite of services centered around personal training and group fitness. The core offering consists of Personal Training, Group Fitness Classes (Strong, Strike, Shred, Kinstretch), Nutrition Coaching, and the Complete Athlete Program. Specialized services include Spray Climbing Performance (rock climbing training) and Corporate Wellness programs. The facility is equipped with Cybex, PreCor, and Stairmaster cardiovascular equipment, Strive Smart Strength and Cybex resistance training, free weights, TRX Rig, and offers InBody body composition scanning. Services are available in private one-on-one and group settings, with locker rooms including shower facilities and laundry service.

Differentiator

Problem solved

Functional benefit

Brands

• Spray Climbing Performance: Berks County's newest training facility for education, development, and community for the sport of rock climbing. Offers climbing lessons, training consultations, assessments, and specialized climbing equipment including Grasshopper Adjustable LED Systems Wall and spray wall.

Products and services

• Personal Training

Quantifiable outcome

• Progress from rehabilitation (bulged disks) to advanced training (flipping tires)
• +2 more outcomes

Named customers4 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

Integration6 records

Feature10 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Camp 4 Human PerformancecoreTechnology or IntegrationAFC is part of the Camp 4 Human Performance network led by Dr. Tyler Nelson out of Salt Lake City, Utah. Coach Collin McGee is a member of this team. Dr. Nelson is a leading mind in modern rock climbing performance and rehabilitation. The partnership provides AFC with comprehensive human performance assessment protocols for athletes and climbers.
• Healthcare ProvidersminorStrategic or Co-development PartnerAFC nutrition coaches can collaborate with other members of clients' healthcare teams to ensure nutrition plans align with their full health picture.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Planet Fitness: Mass-market low-cost gym operator with broad national footprint. Adjacent competitor capturing price-sensitive consumers who might otherwise choose independent facilities like AFC.
• Life Time Fitness: Large national operator offering personal training, group fitness, nutrition, and athletic performance programming under one roof. Overlaps with AFC across nearly every service line but at much greater scale and geographic breadth.
• Equinox: Premium national fitness club offering personal training, group classes, and recovery services. Comparable premium positioning to AFC but operates at far larger scale across major metros.

Direct peers

• F45 Training: Global functional fitness and group conditioning franchise delivering HIIT and strength classes. Directly comparable to AFC's group functional and conditioning programming (HSADABAH/HSADABAK).
• CrossFit (Affiliates): Affiliate-based functional fitness and conditioning network with strength, metabolic, and gymnastics programming. Closely aligned with AFC's Complete Athlete Program and group conditioning offering.
• Reach Climbing + Fitness: Climbing-focused training center where AFC's climbing coach Marcel Millan previously worked as assistant head coach. Directly comparable to AFC's Spray Climbing Performance sub-brand for climber-specific conditioning.
• Title Boxing Club: National boutique fitness franchise specializing in boxing and kickboxing group classes. Directly comparable to AFC's Strike boxing specialty class and HIIT-format training.
• Orangetheory Fitness: National boutique group-fitness chain built on heart-rate-monitored interval training. Highly comparable to AFC's MyZone-enabled group classes (Strong, Shred) and athlete performance testing orientation.

Others

• Camp 4 Human Performance: Network led by Dr. Tyler Nelson providing human performance assessment protocols and climber training systems. Direct technology/methodology partner of AFC, sharing athlete testing frameworks.

Regional players

• Body Zone: Multi-sport athletic complex also based in Berks County, PA and specifically named in AFC leadership's prior work history (Kathi Gassert). Same local market, overlapping personal training and athletic development offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/alliancefitnesscenterpa

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 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 Alliance Fitness Center