Defined Fitness

What Defined Fitness does

Defined Fitness is a privately held, multi-location health club operator founded in 1988 and headquartered in Albuquerque, New Mexico. The company runs eight full-service gyms across New Mexico (Albuquerque, Rio Rancho, Santa Fe, and Farmington) and has announced a ninth location in Los Lunas at approximately 50,000 square feet. Its core product is an all-inclusive individual membership (no tiered pricing or restricted areas) priced at $49.99 per month on a 12-month commitment or $54.99 per month month-to-month, with a $39.99 annual fee and day passes available at $20. The membership provides access to pools, saunas, steam rooms, hot tubs, HydroMassage, functional training turf and outdoor "Yard" spaces, Kids Club childcare (ages 10 months to 12 years), and 200+ weekly classes across 30+ formats.

The underlying technology stack is assembled from third-party providers rather than proprietary development: Matrix-exclusive strength and cardio equipment (including the Connexus, S-Drive, Rower, and S-Force components of the MX4 system), Myzone wearable heart-rate monitoring that converts effort into MEPs, In-Body body composition scanners, Les Mills and Zumba licensed class content, SilverSneakers programming for Medicare-eligible members, and a Netpulse-based mobile app on iOS and Android supporting class booking (now 24-hour advance) and check-in. The company holds no patents and lists no AI/ML capabilities, depending instead on integration and interoperability across vendor systems.

Revenue is generated primarily through recurring individual subscriptions, with secondary streams from personal training, Team Training registration fees, corporate wellness memberships sold to employers of all sizes, guest day passes, and merchandise. Go-to-market is direct-to-consumer via owned retail locations in New Mexico, supported by digital marketing (social, content, referral programs), a 3-day free trial, and B2B outreach for corporate accounts. Defined Fitness serves over 40,000 members with nearly 500 trainers and staff, positioning itself as a regional full-service operator competing on amenity breadth, family-friendly positioning, and community rather than low-cost or technology differentiation.

Name

Defined Fitness

Legal name

Defined Fitness

Website

https://defined.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

251–500 employees

Short description

Defined Fitness is a privately held New Mexico health club operator founded in 1988, running eight full-service gyms across Albuquerque, Rio Rancho, Santa Fe, and Farmington with a ninth Los Lunas location announced. It serves 40,000+ members through all-inclusive memberships ($49.99-$54.99/month) with pools, group classes, Kids Club childcare, personal training, and corporate wellness programs.

Ownership category

akta.pro rank

Product category

Health and Fitness Clubs

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Senior/Low-Impact Group Fitness (HSADABAI), Functional Fitness / Cross-Training Groups (HSADABAH)

Keywords

• Full-service fitness centers
• Group exercise classes
• Personal training services
• Corporate wellness programs
• Health club memberships

Headquarters

HQ city

Albuquerque

HQ country

United States

HQ region

North America

Offices9 records

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. Individual Membership Subscriptions: Monthly recurring membership fees with options for 12-month commitment ($49.99/month) or month-to-month flexibility ($54.99/month). Annual fee of $39.99 billed approximately 60 days after join date.
2. Day Passes: Guest day passes available for $20.00 plus tax for non-members to experience the facility.
3. Corporate Memberships: B2B corporate membership program providing employee wellness access to all 8 locations with benefits including pools, childcare, and personal training.
4. Personal Training Services: One-on-one personal training sessions with certified trainers for personalized workout plans.
5. Team Training Program: Heart-rate based group training program using Myzone technology and Matrix equipment with registration fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Defined Fitness operates 8 full-service gym locations across New Mexico, selling all-inclusive monthly memberships that grant members access to strength and cardio equipment, pools, saunas, steam rooms, hot tubs, HydroMassage, 200+ weekly group exercise classes, and free Kids Club childcare. The company also offers paid Personal Training and Team Training programs, a mobile app for booking and membership management, and a Corporate Membership program for employer-sponsored employee wellness.

Product overview

Defined Fitness is a multi-location health club chain operating 8 full-service gyms across New Mexico (Albuquerque, Rio Rancho, Santa Fe, and Farmington). The company offers a comprehensive fitness platform centered on gym memberships that provide all-inclusive access to equipment, pools, and over 200 group exercise classes weekly. Core offerings include Personal Training, Team Training (powered by Myzone heart-rate technology), Group X Classes (featuring Les Mills, Zumba, Yoga, Pilates, and SilverSneakers formats), Aqua Fitness, and Kids Club childcare. The company also provides Corporate Memberships for employee wellness programs and operates a mobile app for member management. Amenities include recovery facilities (saunas, steam rooms, hot tubs, HydroMassage), functional training turf, and outdoor workout spaces called 'The Yard.'

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Over 40,000 members served across New Mexico
• +2 more outcomes

Named customers7 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

Integration1 record

Feature5 records

Partnerships

Seven partnerships are on record, tiered core.

• New Mexico ChupacabrascoreGTM or Marketing Partner · 1 April 2026Official Fitness Center partnership with Albuquerque's professional indoor football team. Defined Fitness serves as the team's designated gym, providing fitness center access for team members and promoting community engagement through sports partnership.
• Les MillscoreTechnology or IntegrationProvider of world-renowned group fitness programming including BODYCOMBAT, BODYPUMP, BODYJAM, BODYSTEP, GRIT, CORE, and RPM. Les Mills formats are science-backed workout programs led by certified instructors using expert coaching and powerful music.
• ZumbacoreTechnology or IntegrationAuthorized Zumba provider offering Latin-inspired dance fitness classes at all 8 locations. Classes include Zumba Gold for older adults, Zumba Toning, and Aqua Zumba at Capital location in Santa Fe.
• SilverSneakerscoreTechnology or IntegrationParticipating gym in SilverSneakers program for adults 65+ and Medicare-eligible members. Offers SilverSneakers Classic, Chair Yoga, Circuit, and Water Movement classes at no extra cost for eligible members.
• MyzonecoreTechnology or IntegrationHeart rate monitoring technology used in Team Training program. Wearable system monitors heart rate, calories, and exercise time, converting performance into Myzone Effort Points (MEPs) that reward effort over fitness level.
• MatrixcoreTechnology or IntegrationEquipment provider for Team Training including MX4 Training System with Connexus Functional Training System, S-Drive Performance Trainer, Rower, and S-Force exclusive to Defined Fitness locations.
• Local Artist Jon SanchezOthersLocal Albuquerque graphic designer who created Defined Fitness merchandise designs including 1988 and Red Skull shirts sold at gym locations.

Scale indicators8 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Crunch Fitness: National franchise gym chain offering group fitness, personal training, and full-service amenities at mid-market price points. Comparable multi-format offering and member experience to Defined Fitness's all-inclusive model.
• Planet Fitness: Largest fitness chain in the US competing on a low-cost, high-volume model. While positioned differently (no premium amenities), it competes directly for the same New Mexico consumer fitness dollar as Defined Fitness.
• LA Fitness (Fitness International, LLC): Large US-based full-service fitness chain offering memberships, group classes, pools, and personal training at a value-oriented price point. Overlaps directly with Defined Fitness's full-service model at greater scale and national reach.
• 24 Hour Fitness: National mid-market fitness club chain providing group classes, personal training, pools and family programming. Closely mirrors Defined's positioning as a multi-amenity full-service gym with broad demographic appeal.
• Anytime Fitness: Globally franchised 24/7 fitness concept with broad demographic appeal and personal training. Operates in the same New Mexico geographies as Defined and competes for value-conscious membership subscribers.
• Gold's Gym: Iconic national fitness franchise with strength-training heritage, group classes, and personal training. Competes with Defined in the full-service, multi-amenity segment under franchised and corporate locations.
• Life Time Fitness: Premium national full-service fitness chain with extensive amenities including pools, spas, group classes, family programming, and recovery amenities. Mirrors Defined Fitness's premium full-service model at a higher price tier.

Direct peers

• Chuze Fitness: Multi-location, all-inclusive regional fitness chain headquartered in the Southwest US with comparable membership pricing, group fitness programming, and family-friendly positioning. Closest direct peer in business model, geographic footprint, and value proposition.
• Youfit Health Clubs: Regional value-oriented fitness chain with a comparable all-access, low monthly price structure, personal training, and group classes. Closely aligned with Defined's mid-market subscription model and multi-club regional roll-up approach.

Regional players

• EOS Fitness: Multi-state regional fitness chain concentrated in Arizona, Nevada, and California. Operates large-format full-service gyms with group classes and personal training; matches Defined's all-inclusive brand archetype while competing in adjacent Southwestern markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCuLDEn4OMa_8LgHwqH6_vPw
• Facebookfacebook.com/definedfitness
• LinkedInlinkedin.com/company/defined-fitness
• Instagraminstagram.com/defined_fitness/?hl=en
• Xx.com/definedfit

Compliance3 records

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 Defined Fitness