House of Athlete

What House of Athlete does

House of Athlete is a privately held lifestyle and wellness company founded in 2019 in Weston, Florida by former NFL Pro Bowl player Brandon Marshall. The company operates a hybrid physical-and-digital platform: two premium athletic training facilities (a 25,000 sq ft flagship in Weston and a Tampa location launched in 2023) plus the HOA+ mobile application and web platform that extends the brand to remote members. Service offerings span group fitness classes, personal training, pro and collegiate sports performance programming (including combine training for NBA/NFL/WNBA athletes), youth sports development, yoga, integrated sports medicine and recovery, and mental fitness coaching — the last of which is positioned as a differentiating pillar alongside physical training.

The technology stack is light: the core HOA+ app functions as a content distribution and membership access layer rather than a data-driven personalisation platform, and there are no public APIs, SDKs, or AI capabilities disclosed. The Tampa facility incorporates a co-located TB12 outpost (Tom Brady's sports-medicine brand) providing proprietary recovery and physical therapy services, while the Weston facility differentiates on in-house amenities including an altitude running room, contrast therapy pools, sauna/steam, yoga studio, and a fuel bar. A direct-to-consumer e-commerce storefront sells branded apparel, with the Mental Fitness Capsule collection positioned around mental health awareness.

The business model combines recurring gym membership subscriptions (monthly and annual tiers with a 7-day free trial converting to paid), personal training fees, specialized sports-performance program fees, merchandise sales priced $15–$125 per unit, and digital content access through HOA+. The Tampa location uses an application-based selective membership model capped at 200 founding members in 2023, signalling an exclusivity-driven GTM. Marketing combines organic social, founder-led earned media, email, facility tours, and co-branded promotion with TB12. Customer segments span professional athletes, youth/collegiate athletes, and general fitness consumers, with no disclosed institutional funding or revenue figures.

Name

House of Athlete

Legal name

House of Athlete, LLC

Website

https://houseofathlete.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

House of Athlete is a privately held Florida-based wellness brand operating two premium athletic training facilities (Weston and Tampa) and the HOA+ mobile app, serving professional, youth, and general fitness consumers with integrated physical training, recovery, sports medicine, and mental fitness programming.

Ownership category

akta.pro rank

Product category

Premium Fitness and Wellness Services

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162), Sporting Goods Retailers (45911)

SIC

Services-Membership Sports & Recreation Clubs (7997), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industries

Strength & Conditioning / Athletic Performance Training (HSADAEAB), Sports Medicine, Athletic Training & Rehabilitation Services (EDALAIAH), Endurance & Running/Cycling Training (HSADAAAG)

Keywords

• Premium fitness facilities
• Athlete lifestyle wellness
• Sports performance training
• Recovery and sports medicine
• Mental fitness coaching

Headquarters

HQ city

Weston

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Membership Subscriptions: Recurring membership fees for access to gym facilities, group classes, and amenities. Subscription plans are offered with automatic renewal on a recurring basis. The company has various subscription tiers with different benefit levels.
2. Apparel and Merchandise: Direct e-commerce sales of branded athletic apparel including hoodies, t-shirts, shorts, and accessories. Products are sold through the company's online store with prices ranging from $15 to $125 per item.
3. Personal Training Services: One-on-one customized training programs delivered by certified personal trainers tailored to individual goals and fitness levels.
4. Specialized Programs: Revenue from specialized programs including youth and collegiate training, professional sports performance programs, and combine training for draft-eligible athletes.
5. 7-Day Free Trial to Paid Conversion: New users receive a 7-day free trial, after which they are automatically charged according to their chosen subscription plan unless cancelled.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

House of Athlete operates premium physical fitness facilities in Weston and Tampa, Florida, delivering personal training, group classes, pro-sports performance programs, recovery services, sports medicine, yoga and mental fitness coaching to members. The offering is augmented by the HOA+ mobile app and a branded athletic apparel e-commerce store, extending the athlete-lifestyle experience across digital and physical channels.

Product overview

House of Athlete is a wellness company offering a multi-facility ecosystem combining physical training centers and a digital mobile application. The core offering consists of two luxury gym facilities (Weston House at 25,000 sq ft and Tampa House) providing fitness, recovery, medical, and mental fitness services. The HOA+ mobile app delivers fitness classes, recipes, and mental health content digitally. The product portfolio includes personal training, group fitness classes, pro sports performance programs, yoga, medical/sports medicine services, recovery amenities (wet room, sauna, contrast therapy, altitude room), and TB12 partnership services. The company also operates a retail merchandise line including the Mental Health Awareness collection featuring apparel such as hoodies, t-shirts, crewnecks, bike shorts, and caps.

Differentiator

Problem solved

Functional benefit

Products and services

• Weston House Facility Membership 25,000 sq ft flagship gym facility in Weston, Florida offering pro-grade training, group classes, yoga, mental fitness, recovery amenities (wet room, sauna, contrast therapy, altitude room), medical services, and a fuel bar to premium individual members and athletes.
• Tampa House Facility Membership Second House of Athlete gym facility in Tampa, Florida offering training, recovery, nutrition, mental fitness, and TB12 sports medicine services, with membership capped at 200 founding members in 2023 for exclusivity.
• HOA+ Mobile App Subscription Subscription-based digital wellness platform providing fitness classes, healthy recipes, mental health initiatives, and athlete-lifestyle content accessible remotely via mobile app and hoa.plus to individual consumers anywhere.
• Personal Training One-on-one customized training programs delivered by certified personal trainers, tailored to individual fitness levels and goals, offered as an add-on service at the Weston facility.
• Pro & Sports Performance Programs Elite training programs for professional athletes and advanced amateurs, including combine preparation for NBA/NFL/WNBA drafts, off-season performance training, and youth performance training for ages 12-18 across multiple sports.
• Medical & Sports Medicine Services Integrated medical and sports medicine services offering injury prevention, rehabilitation, sports medicine, and performance optimization delivered by an on-site medical team at the Weston facility.
• Yoga Studio Classes Yoga classes including the Flow format that blends kinesiology and physical therapy principles with meditation and breathing techniques, available to members at the Weston yoga studio.
• Group Fitness Classes Dynamic group fitness classes including high-intensity interval training and sport-specific sessions led by expert coaches, available to members at varying fitness levels.
• Recovery Services Recovery and regeneration services including hydrotherapy, hot and cold plunge pools, steam rooms, saunas, and contrast therapy aimed at accelerating muscle recovery and reducing inflammation for athletes and members.
• Mental Fitness Services Mental performance coaching, resilience training, mindfulness education, and mental health initiatives that support focus, confidence, mindset development, and overall mental well-being for athletes and members.
• TB12 Partnership Services Co-located TB12 sports medicine and physical therapy services within the Tampa facility, providing access to elite recovery protocols, injury prevention, and training philosophies associated with Tom Brady's TB12 brand.
• Youth & Collegiate Sports Programs Structured youth and collegiate sports performance programs that teach essential life skills, physical development, and sport-specific skills training for baseball, soccer, volleyball, and tennis.

Quantifiable outcome

• 4.9/5 Google rating at Weston location demonstrates high member satisfaction
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• TB12 (Tom Brady)coreStrategic or Co-development Partner · 1 January 2023House of Athlete partnered with Tom Brady's TB12 brand to establish a co-located outpost at the Tampa facility. The partnership brings TB12 sports medicine and physical therapy services, including recovery protocols and training philosophies typically reserved for elite athletes, to House of Athlete members. This collaboration combines Brandon Marshall's and Tom Brady's expertise to deliver injury prevention and peak performance training.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Under Armour: Performance athletic apparel brand that has expanded into training content, connected fitness, and athlete-focused lifestyle branding. Comparable to HOA's branded apparel line and athlete-lifestyle positioning.
• F45 Training: Global franchise-based functional training and group fitness brand. Comparable to HOA's group fitness and community-driven training model, with a contrasting franchise-driven expansion approach.
• SoulCycle: Premium boutique fitness brand built on community, instructor-led classes, and lifestyle branding. Comparable to House of Athlete's Tribe-style community positioning and premium direct-to-consumer fitness model.
• CrossFit: Globally recognized strength and conditioning brand with affiliated gyms and standardized training methodology. Comparable to HOA's strength and conditioning, athletic performance, and community programming.

Direct peers

• EXOS: Elite human performance company providing sports-specific training, recovery, and wellness services to professional athletes and consumers. Comparable to HOA's Pro & Sports Performance programs and combine training offerings.
• Equinox: Operates a national chain of luxury fitness clubs with premium amenities, group classes, personal training, and recovery services. Closely comparable to House of Athlete in its premium positioning, holistic wellness offering, and selective membership experience.
• Life Time Fitness: Large premium fitness operator offering group classes, personal training, recovery, nutrition, and wellness programming across a national footprint. Comparable to House of Athlete in its full-spectrum wellness approach and premium pricing tier.
• TB12: Tom Brady's sports performance and recovery brand offering training, physical therapy, and nutrition products. Directly comparable as HOA's Tampa partner and a peer in the athlete-focused performance and recovery category.
• Barry's (Barry's Bootcamp): Premium boutique fitness brand combining high-intensity training with a strong lifestyle and community identity. Comparable to HOA's premium pricing, community 'Tribe' culture, and integrated in-person plus digital content offering.

Emerging players

• Peloton: Digital-first fitness platform combining connected hardware, subscription classes, and a strong community. Comparable to HOA's HOA+ digital offering and hybrid physical/digital wellness ambition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/thehouseathlete
• YouTubeyoutube.com/c/HouseofAthlete
• Facebookfacebook.com/houseofathlete
• Instagraminstagram.com/thehouseofathlete

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 House of Athlete