Franco's Athletic Club

What Franco's Athletic Club does

Franco's Athletic Club operates a five-location family fitness and wellness platform in Southeast Louisiana under two registered brand identities: Franco's Health Club & Spa (Mandeville Hwy 22 headquarters and New Orleans Magazine St.) and Cross Gates Family Fitness (Slidell Military Rd., Pontchartrain Dr., and Gause Blvd.). Founded in 1988 with summer camp operations running continuously since 1995, the company serves the Northshore and New Orleans metropolitan corridor with a comprehensive, all-under-one-roof service mix spanning group fitness (Les Mills programs, cycling, yoga, Pilates), specialized training (Forged Steele CrossFit, Live Fit Total Wellness, Personal Training, Elite Sports Training, Fascial Stretch Therapy, Boot Camps), aquatics (multiple heated pools, swim school with progressive levels, USA Swimming FINS team, Schooners summer team, water park), youth and family programming (Helping Hands preschool, summer/day/signature/tennis camps, swim school, junior tennis, F.A.S.T. basketball, Premier Taekwondo, dance/cheer/tumbling, Little Stars theater, Parents' Night Out, birthday parties, on-site childcare), recovery amenities (cold plunge, sauna, steam, whirlpool, spa), and integrated dining (Franco's Cafe, CG Cafe meal prep, LiveBetter nutrition coaching). The Diamond membership ($109.95-$199.95/month with multi-person pricing) grants access to all five locations with supplementary revenue from per-program fees across 25+ sub-brands and product lines.

The business model is a hybrid direct-to-consumer subscription plus diversified program monetization. Recurring membership dues provide the core revenue base, augmented by subscription add-ons (Boot Camp $99/mo, Elite Sports Training $149-$219/mo, Taekwondo $44-$99/mo, Basketball $99/mo, Nutrition $149/mo), pay-as-you-go services (Parents' Night Out $19/child, Birthday Parties $379-$529), weekly unit-priced offerings (Cafe Meal Prep, Swim School, Tennis Camp), and seasonal revenue peaks from summer camps ($279-$319/week). Go-to-market is regional direct sales through physical club locations, websites (francosmandeville.com, crossgatesclub.com), and phone-based inside sales, augmented by B2B corporate wellness partnerships with major regional employers (Lockheed Martin, Textron, Ochsner, Slidell Memorial, St. Tammany Parish entities) and Medicare supplemental insurance distribution through People's Health, United Health Care, and Well Care's Renew Active / American Specialty Health networks targeting senior acquisition.

The operating footprint spans five owned-and-operated facilities with significant capital infrastructure (Olympic pools, water parks, 7,500 sq ft outdoor turf, dedicated CrossFit boxes, Pilates studios, sports courts) that supports high switching costs and integrated family-use cases. The company is privately held, independent, and shows no signs of parent-company ownership, institutional investment, or pending capital markets activity. Key third-party integrations include Movement Science Center physical therapy on-site at Mandeville and Club Automation booking/court-reservation software. Headcount is reported in the 101-250 range across the five locations.

Name

Franco's Athletic Club

Legal name

Franco's Mandeville

Website

https://francosmandeville.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

101–250 employees

Short description

Franco's Athletic Club operates five family fitness and wellness facilities across Southeast Louisiana (Franco's Health Club & Spa in Mandeville and New Orleans; Cross Gates Family Fitness in Slidell), serving members from infancy through senior age with group fitness, training, aquatics, youth programs, camps, childcare, dining, and recovery under a unified membership.

Ownership category

akta.pro rank

Product category

Health & Fitness Clubs

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Child Day Care Services (8351)

akta.pro industry

PRIMARYEDALAIAE

Group Fitness, Personal Training & Wellness Coaching

Education/Student Services & Campus Operations/Athletics, Recreation & Fitness

SECONDARYHSADABAI

Senior/Low-Impact Group Fitness

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

Keywords

• Family fitness center
• Group exercise classes
• Youth sports programs
• Swim school services
• Personal training services

Headquarters

HQ city

Mandeville

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Recurring monthly membership fees for Diamond tier access to all 5 Franco's and Cross Gates locations. First person $109.95/mo, two people $164.95/mo, three people $199.95/mo, additional members $20/mo. 12-month commitment with month-to-month continuation thereafter. Annual $49 Club Enhancement Fee after third month.
2. Cafe and Nutrition Services: On-site cafe offering organic smoothies, grab-and-go meals, meal prep programs, and family dining options. Revenue from food and beverage sales, meal prep orders, and nutritional coaching programs.
3. Group Exercise and Specialized Programs: Additional fees for specialized classes including Pilates Reformer classes, Live Fit personal training programs, boot camps, and specialty fitness programs. Programs offered at premium pricing above base membership.
4. Youth Camps and Programs: Summer camp (12 weeks May-August), day camps during school breaks, signature specialty camps (cheer, drama, sports), tennis and sports camps, and preschool programs. Fee structures vary by program and member vs. non-member status.
5. Meal Prep Services: Weekly meal prep programs with portioned proteins, vegetables, and carbohydrates available in 5 or 10 meal packages. Order by Wednesday, pickup Friday.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Franco's Athletic Club operates five multi-location family fitness and wellness clubs (Franco's Health Club & Spa and Cross Gates Family Fitness) across Mandeville, New Orleans, and Slidell, Louisiana. The company sells recurring memberships that grant access to group exercise classes, fitness equipment, aquatics facilities, youth sports and camp programs, swim lessons, recovery amenities (sauna, cold plunge, steam), childcare, and on-site cafe and nutrition services.

Product overview

Franco's Athletic Club (operating as Franco's Health Club & Spa and Cross Gates Family Fitness) is a multi-location family fitness and wellness platform offering comprehensive health club services across five locations in the Louisiana area. The core offering is the fitness club facility providing group exercise classes, fitness equipment, and member amenities. The product portfolio includes: the main fitness and group exercise program featuring Les Mills classes, cycling, yoga, and Pilates; specialized fitness programs (Forged Steele CrossFit, Boot Camps, Personal Training, Elite Sports Training, Fascial Stretch Therapy); the LiveFit Total Wellness program combining training and nutrition coaching; comprehensive youth programming (summer camps, signature specialty camps, tennis and sports camps, swim school with multiple skill levels, swim teams, junior tennis, F.A.S.T. basketball, Premier Taekwondo, dance/cheer/tumbling); family services (childcare, preschool, birthday parties, parents' night out); dining (Franco's Cafe, meal prep); and recovery amenities (sauna, steam, cold plunge, massage). The integrated nature of the offerings allows families to utilize multiple services across all five locations with a unified membership.

Differentiator

Problem solved

Functional benefit

Brands

• Forged Steele CrossFit: CrossFit gym facility operating within Franco's/Cross Gates locations, led by nine coaches with 2,400 sq. feet of space and outdoor turf field.
• Helping Hands
• LiveBetter Nutrition Program
• CG Cafe
• Franco's Swim School / Franco's Aquatics Academy
• Little Stars Productions
• Schooners
• FINS

Products and services

• Franco's Health Club & Spa / Cross Gates Family Fitness Membership Multi-location family fitness and wellness club membership offering access to group exercise, fitness equipment, aquatics, sports facilities, kids and family services, recovery amenities, and dining across five locations in Louisiana.
• Group Exercise Classes 100+ weekly group fitness classes including Les Mills programs (BodyPump, BodyCombat, BodyStep, Core, Tone, Sprint), cycling, yoga, Pilates, HIIT, Zumba, aquatic fitness, and senior programs.
• Forged Steele CrossFit CrossFit program combining constantly varied, high-intensity functional movement with Olympic lifts, rowing, pull-ups, and varied daily workouts (WODs) in a 2,400 sq. ft. dedicated space plus 7,500 sq. ft. outdoor turf field.
• Pilates Studio Equipment-based Pilates instruction including Reformer, Tower, and Chair classes with certified instructors in small group formats.
• Boot Camps Large-group high-intensity interval training circuits combining cardio, strength, and endurance work, offered at $99/month with two sessions per week recommended.
• LiveFit Total Wellness Signature comprehensive wellness program combining semi-private training, one-on-one accountability coaching, and personalized nutritional guidance with progress tracking and monthly check-ins.
• Personal Training One-on-one and small group personal training available in 60, 45, and 30-minute sessions with certified trainers, including partner training packages.
• Elite Sports Training Athletic performance training for middle school (Next Level, ages 11-14) and high school (Peak, ages 14-18) athletes focusing on speed, agility, power, and functional strength.
• Fascial Stretch Therapy (FST) Assisted stretching and flexibility program by certified coaches providing full-body functional mobility restoration in 15, 30, 45, or 60-minute sessions.
• Swim School Comprehensive swim lesson program for all ages and abilities with progressive levels from Water Drops (6 mos-2 yrs) through Tidal Surge (lap swimming and athletic conditioning), including group, private, and semi-private lessons.
• Swim Teams (Schooners, FINS, Masters) Youth and adult competitive swim programs including seasonal Schooners team (ages 5-18), year-round USA Swimming FINS team, and Masters swimming for adults.
• Summer Camp 12-week summer day camp program (running since 1995) for ages 5-12 with fitness classes, tennis, themed activities, swimming, and before/after care at member and non-member rates.
• Signature Camps Specialized week-long and mini camps including Cheer, Drama, Art, Volleyball, Basketball, Dance, and STEAM programs for ages 3-14, including Little Stars Productions drama program.
• Tennis and Sports Camp Week-long tennis and multi-sport camp available May-August focusing on technique, drills, match play, and conditioning for all skill levels.
• Junior Tennis Program Age-appropriate tennis instruction from ages 4-18 including Mini Players, 60 Ft. Ballers, Transformers, and Next Gen competitive programs with structured progression.
• F.A.S.T. Basketball Basketball skills academy for grades 1-12 focusing on shooting, ball handling, rebounding, defense, passing, and footwork with Fundamentals, Skilled, and Trained levels.
• Premier Taekwondo Martial arts instruction from 7th Degree Master Brian James offering programs for ages 4+ including Gators (4-6), Juniors, Young Adults, Adults, and Jr./Adult Jiu Jitsu.
• Dance, Cheer & Tumbling Danceworks studio offering combo classes (18 mos-6 yrs), cheerleading (ages 5-11), and tumbling instruction taught by former NFL cheerleader with recital and performance opportunities.
• Youth Activity Center (Childcare) On-site childcare for ages 6 weeks to 11 years with 2 free hours daily plus drop-off service for extended childcare at $10/hour.
• Helping Hands Mother's Day Out & Preschool Part-time preschool program for ages 2-5 following whole-child curriculum with emphasis on early literacy, physical development, and school readiness, operating M/W/F 9am-1pm.
• Birthday Parties Pool parties, indoor bounce parties, and specialty event celebrations for children including coordinator, party favors, food, and private spaces at member and non-member rates.
• Parents' Night Out Monthly themed childcare events for ages 3-12 from 6-11pm with dinner included, rotating among three locations.
• Franco's Cafe On-site dining offering organic smoothies, salads, grilled chicken, grab-and-go meals, and meal prep packages with family delivery options and poolside service.
• LiveBetter Nutrition Coaching Precision Nutrition coaching program with startup package, monthly coaching, and one-on-one sessions focused on building healthy relationships with food.
• CG Cafe Meal Prep Weekly meal preparation service with portioned protein, vegetables, and carbs available in 5 or 10 meal packages for order by Wednesday with Friday pickup.
• Recovery Amenities Recovery facilities including cold plunge, sauna, steam room, whirlpool, and massage chairs plus spa massage therapy services.
• FIT60+ Senior Program Specialized fitness programming for adults 60+ including Active 60+ (LiveFit, yoga, strength circuits, pickleball, tennis) and Gentle 60+ (Silver Sneakers, seated classes, water aerobics).
• Water Park Seasonal outdoor water park with activity pool and waterslide available to members and day visitors.
• Venue Rental Event space rental for private functions, team parties, celebrations, and gatherings at club facilities.
• YFC: Youth Fitness Certification Certification program for ages 12-14 to use fitness floor and cardio areas, consisting of online course covering safety, proper workout programming, nutrition, and gym etiquette for $49.

Quantifiable outcome

• Member testimonial: 85-year-old member has been spinning for 13 years at Cross Gates, maintaining high-intensity fitness into advanced age
• +1 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

Feature4 records

Partnerships

15 partnerships are on record, tiered core and minor.

• People's Health - Renew ActivecoreStrategic or Co-development PartnerMedicare supplemental insurance coverage partnership enabling People's Health members to access Franco's facilities through Renew Active wellness program. Supports senior membership growth and provides insurance-reimbursed fitness access.
• United Health Care - Renew ActivecoreStrategic or Co-development PartnerMedicare supplemental insurance coverage partnership enabling United Health Care members to access Franco's facilities through Renew Active wellness program. Expands senior customer base through insurance partnerships.
• Well Care - American Specialty HealthcoreStrategic or Co-development PartnerMedicare supplemental insurance coverage partnership enabling Well Care members to access Franco's facilities through American Specialty Health network.
• Slidell Memorial HospitalcoreGTM or Marketing PartnerCorporate wellness partnership offering hospital employees discounted gym membership rates. Provides employee wellness benefit and drives membership from healthcare sector.
• Ochsner HospitalcoreGTM or Marketing PartnerCorporate wellness partnership with additional employee incentives. Premier healthcare employer partnership with enhanced benefits for hospital staff.
• TextronminorGTM or Marketing PartnerCorporate wellness partnership offering defense contractor employees discounted gym membership rates.
• Lockheed MartincoreGTM or Marketing PartnerCorporate wellness partnership offering major defense contractor employees discounted gym membership rates. Represents significant employer partnership in the region.
• St. Tammany Parish School BoardcoreGTM or Marketing PartnerCorporate wellness partnership offering school district employees discounted gym membership rates.
• St. Tammany Parish Sheriff's OfficeminorGTM or Marketing PartnerCorporate wellness partnership offering law enforcement employees discounted gym membership rates.
• City of SlidellminorGTM or Marketing PartnerCorporate wellness partnership offering municipal employees discounted gym membership rates.
• U.S. MilitarycoreGTM or Marketing PartnerMilitary appreciation program offering active duty and retired military personnel discounted gym membership rates. Includes dedicated military appreciation initiatives.
• Rooms-To-GominorGTM or Marketing PartnerCorporate wellness partnership offering furniture retailer employees discounted gym membership rates.
• AWG (Associated Wholesale Grocers)minorGTM or Marketing PartnerCorporate wellness partnership offering grocery cooperative employees discounted gym membership rates.
• USDAminorGTM or Marketing PartnerCorporate wellness partnership offering federal agency employees discounted gym membership rates.
• Movement Science CentercoreTechnology or IntegrationPhysical therapy provider available on-site at the Mandeville (Hwy 22) location. Provides integrated rehabilitation services for members recovering from injury or managing chronic conditions.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Life Time Fitness: Large premium multi-location family fitness club chain offering similar comprehensive programming (group exercise, swim, kids programs, spa, recovery, dining) at comparable price points. Life Time operates at national scale while Franco's is regional; both compete on the integrated family-fitness destination model.
• The Bay Club Company: PE-backed premium multi-location family athletic club operating across California with comparable diversified programming (fitness, swim, tennis, kids, dining, spa). Closely mirrors Franco's positioning as a private, premium, family-focused multi-amenity club at similar monthly price points.
• Equinox Holdings: Premium multi-location fitness club with comparable group exercise, Pilates, recovery (Equinox Spa), and personal training offerings. Operates at higher price points in major metros; serves as the upper bound of the premium family-fitness segment Franco's competes within.
• LA Fitness: Large multi-location fitness chain offering comparable amenities (group classes, pools, basketball courts, kids programs) at similar mid-market price points ($30-50/mo range). Represents the most direct mass-market comparable in facility scope and family orientation.
• 24 Hour Fitness: Multi-location fitness club chain offering group exercise, pools, kids' club, and personal training at comparable price points. Recently emerged from bankruptcy with restructured footprint; serves a similar demographic to Franco's though at lower price positioning.
• Gold's Gym: Iconic multi-location fitness chain offering group exercise, personal training, and kids programs. Operates through franchise model at scale; comparable to Franco's on facility-based fitness programming though with less emphasis on the integrated family ecosystem.
• Crunch Fitness: Multi-location fitness chain with comparable group exercise, personal training, and kids' programming. Operates across value and mid-tier price segments; comparable on multi-site fitness club model though with lighter amenity scope than Franco's.
• Town Sports International (Lucille Roberts/Mountainside): Multi-location premium fitness club operator offering comparable group exercise, swim, and family programming. Comparable on regional multi-club model with family-focused programming, though operating in different geographies.

Broad incumbents

• YMCA of the USA: Nationwide non-profit community recreation organization offering swimming, youth sports, childcare, group fitness, and senior programming at accessible price points. Strongest comparable on the family/youth/senior programming breadth and community-membership model, though structured as a non-profit.

Emerging players

• Club Pilates: Fast-growing boutique Pilates franchise with Reformer-based group classes — directly competes with Franco's Pilates Studio offering. Represents the boutique-segment threat that could siphon premium-priced Pilates members from the integrated club model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@crossgatesfamilyfitness
• Facebookfacebook.com/francoshealthclubmandeville
• Instagraminstagram.com/francosmandeville
• LinkedInlinkedin.com/company/francos-athletic-club

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Franco's Athletic Club