Middlebury Fitness

Name

Middlebury Fitness

Legal name

Middlebury Fitness

Website

https://middleburyfitness.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Health and Fitness Club

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Fitness center services
• Group fitness classes
• Personal training
• Health club memberships
• Wellness programs

Headquarters

HQ city

Middlebury

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Infrastructure, Operations, Marketing or Sales, Others

Revenue model

1. Monthly Electronic Payment Memberships: Recurring monthly membership fees for regular gym users who plan to visit at least 6 times per month. Most economical option for frequent users.
2. Annual Memberships: Yearly memberships with flexible payment options including upfront or installment payments.
3. Day Fees and Guest Passes: One-time daily entry fees for adult and youth visitors, plus discounted guest passes for members.
4. Punch Cards: Prepaid cards for 10 or 20 visits offering bundled access at reduced per-visit rates.
5. Ancillary Services: Additional revenue from towel service ($6.50/month), overnight locker rental ($5.50/month), and meditation classes ($5/class).
6. Corporate Memberships: Discounted group memberships offered through partnerships with local employers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Middlebury Fitness is a 15,000-square-foot community fitness center in Middlebury, Vermont that sells access to its cardio/strength equipment, group fitness classes, personal training, and ancillary amenities under recurring and pay-as-you-go memberships. Its all-inclusive model bundles unlimited group classes with every membership tier and supports individuals age 13 to 93 plus discounted corporate wellness plans through local employer partnerships.

Product overview

Middlebury Fitness is a community health and wellness center offering a unified fitness experience. The core offering consists of fitness facilities (15,000 sq. ft. with cardio equipment, free weights, Cybex resistance machines, saunas, and 3 group fitness studios), group fitness classes (including Barre/Raisedbarre, Body Pump, Spinning, Yoga, Cardio Dance, TRX, and senior-specific classes), and personal training services with certified trainers. All membership tiers include access to group fitness classes. The facility also provides amenities such as a smoothie bar, tanning, and locker rentals.

Differentiator

Problem solved

Functional benefit

Products and services

• Fitness Facilities A 15,000-square-foot facility featuring cardio equipment, free weights, Cybex selectorized resistance machines, large locker rooms, dry saunas, private showers, a smoothie bar, tanning, and three group fitness studios for members of all ages.
• Group Fitness Classes Diverse group classes included with membership covering Barre (Raisedbarre), Body Pump, Spinning, Yoga, Cardio Dance, Strength/Core & More, TRX, Stretch, Tone/Core & Balance, Strength & Mobility, Mindfulness Meditation, and senior-specific classes such as Senior Strong and Senior Fitness Strength & Balance.
• Personal Training One-on-one training services delivered by NASM, NSCA, ACE and AFAA certified personal trainers who design customized programs for weight loss, muscle building, rehabilitation, sports-specific conditioning and motivation support.
• Membership Options Membership access products including monthly electronic payment memberships, annual memberships with upfront or installment billing, youth memberships (ages 13–21), senior memberships (65+), punch cards (10 or 20 visits), weekly memberships, short-term memberships (1 or 3 months) with no enrollment fee, adult and youth day fees, member guest passes, and corporate memberships for local employer partners. Group fitness classes are included with all membership tiers.
• Mindfulness Meditation Class Drop-in meditation class priced at $5 per session, open to non-members as well as members, focused on mindfulness practice in a group setting.
• Towel Service Add-on Monthly towel subscription add-on priced at $6.50 per month for members who want workout towels provided by the facility.
• Overnight Locker Rental Monthly overnight locker subscription priced at $5.50 per month, allowing members to store personal items at the facility between visits.
• Nutrition Counseling (Registered Dietitian services) Registered Dietitian-led nutrition counseling services delivered through Amy Rice's practice in Addison County, complementing the gym's training offerings for members and external clients of all ages.

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• United Way of Addison CountycoreStrategic or Co-development Partner · 1 January 2014Ongoing partnership since 2014 through the annual Spin United event, which has raised over $60,000 for the United Way of Addison County to support local friends and families in need. Helen McGuire serves as repeat recipient of UWAC's Partner Award.
• Local Employer Partner BusinessesminorChannel Partner/ Reseller/ DistributorCorporate membership program offering discounted monthly rates to employees of local partner businesses. Employers partner with Middlebury Fitness to provide employee wellness benefits.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Planet Fitness: Planet Fitness is the largest low-cost fitness chain in the US with thousands of locations, offering $10/month memberships with a cardio and strength equipment focus. It is comparable to Middlebury Fitness as a membership-based fitness center, but operates at vastly greater scale with a national brand and standardized low-cost offering.
• Gold's Gym: Gold's Gym is a global fitness chain with a strong brand heritage, offering memberships, group fitness, and personal training. It is comparable to Middlebury Fitness in its membership-plus-class-plus-personal-training model, but serves a much larger and more diverse customer base across multiple geographies.
• LA Fitness: LA Fitness is a large US fitness club chain offering cardio equipment, group classes, pools, and personal training on a membership basis. It is comparable to Middlebury Fitness as a full-service membership fitness center, but at a much larger scale and broader geographic footprint.
• Anytime Fitness: Anytime Fitness is a 24/7 franchise fitness center with thousands of locations globally, offering around-the-clock access to cardio and strength equipment. It is comparable to Middlebury Fitness as a membership-driven fitness center, but with a franchise model and broader geographic reach.
• YMCA: YMCA is a nationwide nonprofit network of fitness and community centers offering memberships, group classes, youth programs, and senior activities. It is comparable to Middlebury Fitness in its mission-driven community focus, multi-generational programming (including youth and seniors), and membership-based model, but operates at a much larger scale.

Direct peers

• Workout Anytime: Workout Anytime is a 24/7 value-priced fitness franchise with locations across the US, offering memberships with cardio and strength equipment access. It is comparable to Middlebury Fitness as a membership-focused fitness center, but leans more heavily on low pricing and basic equipment rather than community classes.
• Crunch Fitness: Crunch Fitness is a membership-based fitness chain offering group classes, personal training, and strength/cardio equipment at mid-tier price points. It is comparable to Middlebury Fitness across the same core offerings (memberships, group classes, personal training), positioning against similar consumer demographics seeking community and value.
• Edge Fitness Club: Edge Fitness Clubs is a regional membership-based fitness chain in the Northeast US offering cardio, strength, group classes, and personal training. It is a direct peer to Middlebury Fitness as a community-focused full-service gym with comparable offerings, similar multi-tier pricing, and personal training services.

Emerging players

• Orangetheory Fitness: Orangetheory is a boutique fitness franchise specializing in heart-rate-based interval training classes. It is a partial peer to Middlebury Fitness given both offer group fitness classes and personal training, but Orangetheory focuses on a single branded modality at premium price points.
• Fit Body Boot Camp: Fit Body Boot Camp is a group fitness franchise specializing in 30-minute boot camp-style workouts with personal training in a small group setting. It is comparable to Middlebury Fitness in offering group fitness and personal training at a community scale, but operates as a franchise model with a more focused, programming-driven approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/squarespace
• Instagraminstagram.com/squarespace
• Xx.com/middfit

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Middlebury Fitness