Sports & Fitness Insurance Corporation

What Sports & Fitness Insurance Corporation does

Sports & Fitness Insurance Corporation (SFIC) is a specialty property-and-casualty insurance underwriting firm founded in 1985 by Glynne Simpson that exclusively serves the U.S. health and fitness industry. The company writes general liability, property, workers compensation, surety bonds, umbrella/excess, EPLI, and cyber coverage for two customer segments: fitness facilities (health clubs, gyms, martial arts studios, dance studios, yoga/Pilates studios, swim schools, Curves franchises, and sports/recreation facilities) and individual fitness professionals (personal trainers, yoga/Pilates instructors, group fitness instructors). SFIC is licensed in all 50 states and holds more than 14,000 active policies nationwide. Its longest-tenured franchise relationship is with Curves International, which it has endorsed since insuring the first Curves location in 1992 and today covers more than 1,500 Curves locations; SFIC also holds preferred-provider status with Gold's Gym, Anytime Fitness, 24/7 Workout Anytime, and Brickhouse Cardio.

The company's core operating platform is a vertically-specialized underwriting and policy-administration system at secure.sportsfitness.com, supporting online applications for facilities and individual professionals, partner-branded renewal flows for Fitness Business Association, NAFC, Medical Fitness Network, Piloxing, SilverSneakers, additional-insured requests, and a structured incident/claim reporting workflow backed by PDF forms and a dedicated claims inbox. Distribution runs through three channels: (1) a licensed P&C agent/producer network on an Agency Bill basis with premium financing available via American Premium Finance; (2) direct-to-customer via toll-free phone (800-844-0536), email, and online applications; and (3) franchise-endorsed embedded relationships where SFIC is the default insurer within major franchise systems, with Liberty Mutual referenced as an underlying carrier partner for certain commercial lines. Individual professional premiums are priced on a tiered schedule ($135–$270 annually by coverage limit), while facility premiums are sized to coverage limits and vertical-specific risk profiles.

SFIC is a privately held, family-influenced firm founded by Glynne Simpson, now joined by his children, and is led day-to-day by Hamp Dye (CFO), Jennifer Urmston Lowe (National Accounts Manager, daughter of Nautilus's former VP John Urmston), and a vertical-specialized staff of approximately 30 employees. The company is headquartered in Madison, Mississippi (212 Key Drive, Madison, MS 39110), operates a satellite office in Charlotte, North Carolina, and was described in source material as one of the largest fitness underwriting companies in the United States.

Name

Sports & Fitness Insurance Corporation

Legal name

Sports & Fitness Insurance Corporation

Website

https://sportsfitness.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Sports & Fitness Insurance Corporation is a specialty insurance underwriter founded in 1985 that exclusively serves the U.S. health and fitness industry. It provides general liability, property, workers compensation, surety bonds, and cyber coverage to 14,000+ active facility and individual fitness professional policies across all 50 states.

Ownership category

akta.pro rank

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums - Facilities: Recurring annual/semi-annual insurance premiums from facility customers (health clubs, gyms, martial arts studios, dance studios, yoga/Pilates studios, swim schools, Curves franchises, sports & recreation facilities). Coverage includes General Liability, Property, Workers Comp, Surety Bonds, Umbrella/Excess. Premiums sized to coverage limits (e.g., $2M/$4M facility GL).
2. Insurance Premiums - Individual Fitness Professionals: Recurring premiums from individual personal trainers, yoga/Pilates instructors, and group fitness instructors. Tiered premiums by coverage limit ($500k/$1M at $185, $1M/$2M at $215, $1M/$3M at $235, $2M/$2M at $250, $2M/$4M at $270; group instructors $135-$150). Add-on fee for additional insureds ($30).
3. Agency Bill Premium Financing & Commission: SFIC bills the agent/broker for premiums due. Agents can pay in full or finance (25% down with SFIC's finance company - American Premium Finance - or outside financing) and withhold their commission when making payment. Revenue tied to financed premium volume and commission spread.
4. Curves Franchise Endorsed Insurance Program: Specialized endorsed insurance program for Curves International and its franchises, including Guaranteed Issue for new franchisees, bundled General Liability (up to $2M per occurrence, $0 deductible), Property, Workers Comp, EPLI, Employee Dishonesty, Surety Bonds, and Cyber coverage (Curves Cyber Security Application). Insures more than 1,500 Curves locations.

Go-to-market motion4 records

Distribution channels4 records

Marketing channels7 records

Core offering

Sports & Fitness Insurance Corporation (SFIC) is a specialty insurance underwriting company that exclusively serves the U.S. health and fitness industry. It bundles general liability, property, workers compensation, surety bonds, umbrella/excess, EPLI, employee dishonesty, and cyber coverage into tailored policies for fitness facilities (health clubs, gyms, martial arts, dance, yoga/Pilates, swim schools, sports & recreation), fitness franchises, and individual fitness professionals (personal trainers, yoga instructors, group instructors).

Differentiator

Problem solved

Functional benefit

Products and services

• Facility Insurance Program (Health Clubs, Gyms & Fitness Centers) Comprehensive insurance package for health clubs, gyms and fitness centers combining General Liability (up to $2M/$4M limits), Property, Workers Compensation, Surety Bonds and Umbrella/Excess coverage, with vertical-specific underwriting frameworks tailored to each facility type.
• Martial Arts Studio Insurance

Quantifiable outcome

• 14,000+ active policies for health clubs, individual trainers, and yoga instructors nationwide
• +2 more outcomes

Named customers8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

15 partnerships are on record, tiered flagship, core, minor and foundational.

• Curves InternationalflagshipStrategic or Co-development PartnerCurves International officially endorses SFIC to provide insurance for its Curves franchises. SFIC insured the very first Curves location in 1992 and today insures more than 1,500 Curves locations. SFIC's Curves program offers Guaranteed Issue for new franchisees, GL up to $2M per occurrence with $0 deductible, property, workers comp, EPLI, employee dishonesty, surety bonds, and cyber coverage. Curves International is included as an additional insured on every policy, with proof of coverage automatically sent to them.
• Fitness Business Association (FBA)coreGTM or Marketing PartnerFBA is a partner organization with a dedicated SFIC renewal flow for FBA members (member.afsfitness.com/content/sfic). Members can renew via a co-branded FBA-SFIC renewal application.
• 24/7 Workout AnytimecoreOEM/ Whitelabel/ Licensing Partner24/7 Workout Anytime is a partner franchise with a logo on the Partners & Affiliates page and the homepage. SFIC offers a co-branded franchise-credit postcard for Anytime Fitness franchisees.
• SCW Fitness EducationcoreGTM or Marketing PartnerSCW Fitness Education is a partner organization. SFIC promotes SCW MANIA Conventions (a major fitness education conference series) and SCW partner links are present on the Partners page (scwfit.com).
• National Association of Fitness Certifications (NAFC)coreGTM or Marketing PartnerNAFC is a partner organization with a dedicated SFIC renewal/application flow for NAFC members (secure.sportsfitness.com/nafc). SFIC also supports NAFC's Not Forgotten Foundation for transitioning military personnel entering fitness careers.
• NPE (National Personal Training)minorGTM or Marketing PartnerNPE is listed as a partner with logo on the Partners & Affiliates page; website link to npecoaching.com.
• Medical Fitness Network (MFN)coreGTM or Marketing PartnerMedical Fitness Network is a partner with a dedicated SFIC application flow for MFN members (secure.sportsfitness.com/mfn).
• SilverSneakers / FLEXcoreGTM or Marketing PartnerSilverSneakers / FLEX is a partner with a dedicated SFIC renewal/application flow (secure.sportsfitness.com/silversneakers). Logo on Partners & Affiliates page linking to silversneakers.com.
• BodyLogicMDminorGTM or Marketing PartnerBodyLogicMD is a partner organization with logo on the Partners & Affiliates page linking to its bodylogic solutions URL.
• Club Industry (Informa Exhibitions)coreGTM or Marketing PartnerClub Industry is an Affiliate media partner; SFIC advertises in Club Industry magazine, attends/has presence at the Club Industry Show (Hilton Chicago, Oct 9-11, 2019 referenced in press release). SFIC team (Jennifer Urmston Lowe) reported from 2016 Club Industry Show on the SFIC blog.
• Club InsiderminorGTM or Marketing PartnerClub Insider is an Affiliate listed on the Partners & Affiliates page.
• Club Solutions MagazineminorGTM or Marketing PartnerClub Solutions Magazine is an Affiliate listed on the Partners & Affiliates page with logo link to clubsolutionsmagazine.com.
• Personal Fitness Professional (PFP)minorGTM or Marketing PartnerPFP is an Affiliate (logo id-pfp.jpg). PFP runs a Trainer of the Month/Trainer of the Year program promoted on the SFIC blog, with finalists recognized at the Club Industry Show.
• Nautilus Inc.foundationalStrategic or Co-development PartnerFounding partnership in 1985: SFIC was the original insurer for the manufacturer of Nautilus brand exercise equipment. With the help of Nautilus's VP of Sales and Marketing John Urmston, founder Glynne Simpson designed the first SFIC policies. Nautilus salespeople recommended SFIC as a preferred insurer to their clients.
• Liberty MutualcoreStrategic or Co-development PartnerLiberty Mutual is referenced throughout SFIC's site as a partner carrier for commercial lines claims reporting, hurricane preparedness, and co-branded program flyer (SFIC-Liberty Program Flyer). Liberty Mutual's California Privacy Notice is linked from the SFIC footer.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Insure Fitness Group: Specialty insurance MGA focused on health clubs, fitness studios, and personal trainers — directly competes with SFIC on the same niche customer base and product lines (GL, professional liability, property).
• Sadler Sports Insurance: Specialty insurance agency offering coverage for sports and fitness businesses, including camps, leagues, and facilities — directly comparable niche focus to SFIC's vertical-specific underwriting approach.

Emerging players

• Founder Shield: Digital-first specialty insurance broker serving startups and SMBs including fitness/wellness brands; competes with SFIC on speed of online binding for individual fitness professionals and small studios.
• NEXT Insurance: Insurtech providing online small-business insurance including fitness and personal trainer coverage; offers instant-bind digital applications competing directly with SFIC's individual professional flow.
• CoverWallet (an Aon company): Digital commercial insurance marketplace serving SMBs including fitness studios and gyms; competes on distribution convenience and online quoting vs. SFIC's traditional agent-led channel.

Broad incumbents

• Hiscox: Specialty small-business insurer offering professional liability and GL to fitness professionals and studios; broader portfolio but overlaps directly with SFIC's SMB fitness customer segment.
• Markel: Specialty insurer with programs in sports, recreation, and fitness through Markel Specialty; broader portfolio but competes for franchise and facility accounts in SFIC's verticals.
• Philadelphia Insurance Companies (PHLY): Specialty commercial carrier with dedicated fitness, sports, and recreation programs; competes with SFIC for facility GL, property, and workers comp accounts at the same mid-market fitness accounts.

Others

• Liberty Mutual: Underlying carrier and claims partner for SFIC's GL Plus and Optimum Property products; also a direct competitor to SFIC in commercial lines for fitness facility accounts.
• Target Markets Program Administrators Association members (e.g., Meadowbrook/Starwind): Program-administrator peers and industry association counterparts of SFIC operating specialty insurance programs; comparable MGA/program-administrator business model though in different verticals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/SFIC_Insurance
• LinkedInlinkedin.com/company/shenendehowa-school-district

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Sports & Fitness Insurance Corporation