Be Fitness

What Be Fitness does

Be Fitness is a privately held premier fitness center operating from a single facility at 405 Genesee St. in Delafield, Wisconsin, founded in 2006 and owned by Geronimo Hospitality Group. The facility operates three specialized fitness brands under one roof: be FITNESS (general gym access with strength/cardio equipment and group classes), Bark River CrossFit (CrossFit-specific programming), and be SPORTS PERFORMANCE (youth athletic development). It serves multiple consumer segments including general fitness enthusiasts, CrossFit community members, youth athletes, parents needing childcare, and recovery-focused clients, with five primary customer personas spanning ages 4 months to college-prep athletes.

The facility offers over 55-75 weekly group fitness classes including Les Mills programming (BODYCOMBAT, BODYPUMP, RPM, SPRINT, BODYBALANCE, GRIT, CXWORX), yoga, barre, cycling, Pilates, and bootcamps, alongside personal training, massage therapy (with cupping and aromatherapy), childcare (Play Club for ages 4 months to 8 years), pickleball, karate, and birthday party hosting. Core technology consists of conventional gym equipment plus recovery amenities (steam room, sauna, ice baths, dual propulsion pool). Online membership signup runs through a third-party ABC Fitness platform; there is no proprietary technology, app, or AI capability disclosed.

Revenue is generated through monthly recurring subscriptions across membership tiers (Individual $99, Couple $149, Family, CrossFit $145 individual/$245 couple, Youth Sports Performance $99), plus transactional revenue from massage therapy ($57-$132 per session), personal training, childcare add-ons ($30/$20 per child), and birthday party rentals ($150 room fee + $20/child). The go-to-market is direct-to-consumer with website-driven online joins, walk-in inquiries, phone sales, a 3-day complimentary trial pass, and a Fit Friends referral program. Marketing is primarily digital (website, Facebook, Instagram) with geographic concentration in Southeastern Wisconsin.

Name

Be Fitness

Legal name

Be Fitness

Website

https://befitnesscenter.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

Be Fitness operates a single Delafield, WI facility housing three brands (be FITNESS, Bark River CrossFit, be SPORTS PERFORMANCE) serving general fitness enthusiasts, CrossFit community, youth athletes, and families with childcare and recovery amenities.

Ownership category

akta.pro rank

Product category

Fitness Center Services

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 industry

Functional Fitness / Cross-Training Groups (HSADABAH)

Keywords

• Fitness center memberships
• Personal training services
• Group exercise classes
• Massage therapy services
• Youth sports performance

Headquarters

HQ city

Delafield

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Monthly recurring revenue from individual ($99/month), couple ($149/month), and family memberships. One-time joining fee per membership. Additional childcare subscription at $30/month for first child, $20/month for each additional child.
2. Bark River CrossFit Memberships: Separate CrossFit-specific membership tiers including Individual Unlimited ($145/month) and Couple Unlimited ($245/month), operated as part of the same facility.
3. be SPORTS PERFORMANCE Memberships: Youth sports performance training at $99/month with month-to-month commitment, or class pass options (10pk for $250).
4. Massage Therapy: Per-session massage services with varying durations: 30 min ($57), 60 min ($88), 90 min ($132). Package discounts available: 5-pack 30-min ($260) and 5-pack 60-min ($400). Additional services include cupping therapy ($60) and aromatherapy upgrades ($12).
5. Birthday Party Rentals: Event venue rental for children's birthday parties with $150 room fee plus $20/child (minimum 8 children, ages 2+).
6. Personal Training Services: One-on-one personal training and small group training sessions with certified trainers, offered as add-on services to members and non-members.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Be Fitness is a single-location fitness center operating three co-located sub-brands (be FITNESS, Bark River CrossFit, and be SPORTS PERFORMANCE) under one roof. The core offering is recurring gym memberships with access to strength and cardio equipment, 75+ weekly group exercise classes, personal training, Pilates, massage therapy, childcare, and restorative amenities including steam room, sauna, ice baths, and a dual propulsion pool. Ancillary paid services include birthday party hosting and member perks access to partner clubs.

Product overview

be FITNESS is a premier fitness center in Delafield, WI offering a multi-brand fitness ecosystem under one roof. The core offering, be FITNESS, provides comprehensive gym facilities with state-of-the-art equipment, over 75 weekly group exercise classes (including Les Mills programming, yoga, barre, cycling), personal training, Pilates, massage therapy, and family amenities. Operating alongside two sub-brands—Bark River CrossFit (CrossFit-specific training) and be SPORTS PERFORMANCE (youth athletic development)—the facility also offers membership perks through partnerships with Beloit Club and Blonhaven Hunt Club. The integrated portfolio includes various membership tiers (Club, CrossFit, Youth Sports Performance), childcare services, birthday party hosting, and a Fit Friends referral program. Members can choose from over 55-75 weekly classes and access restorative amenities including steam rooms, saunas, ice baths, and a dual propulsion pool.

Differentiator

Problem solved

Functional benefit

Brands

• Bark River CrossFit: CrossFit training program offering dynamic community workouts with complimentary childcare
• Be Sports Performance

Products and services

• be FITNESS Club Membership
• Bark River CrossFit Membership
• be SPORTS PERFORMANCE Membership
• Personal Training
• Group Exercise Classes
• Pilates
• Massage Therapy
• Childcare (Play Club)
• Birthday Party Hosting

Quantifiable outcome

• Over 75 weekly group fitness classes
• +3 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Beloit ClubcoreStrategic or Co-development PartnerExclusive partnership providing be FITNESS and Bark River CrossFit members with access to Beloit Club amenities including golf course (with approved tee times at $85/person), dining access, special events, pool and cabana access, and private event spaces at 50% discount. Reservations required through concierge system.
• Blonhaven Hunt ClubcoreStrategic or Co-development PartnerPartnership providing exclusive hunting access for be FITNESS and Bark River CrossFit members. Nine private hunting fields offer exclusive, uninterrupted half-day hunts in prime terrain. Fields accommodate up to five hunters per group.
• Hotel GoodwinminorGTM or Marketing PartnerHotel partnership offering be FITNESS members 30% off accommodations at Hotel Goodwin. Part of member perks program.
• Ironworks HotelminorGTM or Marketing PartnerHotel partnership offering be FITNESS members 30% off accommodations at Ironworks Hotel in Beloit. Part of member perks program.
• Bark River CrossFitcoreStrategic or Co-development PartnerAffiliated CrossFit gym operating under the same roof at be FITNESS location. Offers CrossFit-specific programming including WODs, CrossFit Kids, and complimentary childcare. Members can access through separate membership or cross-training.
• be SPORTS PERFORMANCEcoreStrategic or Co-development PartnerYouth sports performance training brand operating at the same facility. Provides strength, conditioning, recovery, and nutritional programs for athletes from beginner to college level. Services available to members and non-members.
• Geronimo Hospitality GroupcoreOthersParent company/ownership group for be FITNESS. Manages privacy policy, creator requests, and donation requests for the facility.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Anytime Fitness: 24-hour franchise gym model offering personal training and basic group fitness. Competes with Be Fitness on convenience and price, particularly for members who do not need premium amenities.
• Gold's Gym: Established global fitness brand offering memberships, personal training, and group fitness. Comparable general-fitness positioning though at vastly larger scale; Be Fitness competes for similar mainstream fitness customers.
• Lifetime Fitness (Life Time Group Holdings): Large premium multi-amenity fitness chain with pool, spa, group fitness, and family programming. Be Fitness mirrors Lifetime's amenity-rich, family-positioned playbook at single-facility scale; comparable revenue mix and target customer.
• YMCA: Community-based fitness organization offering memberships, group classes, youth programming, childcare, and family amenities. Be Fitness competes directly with local Y branches for family and youth athletic customers in southeastern Wisconsin.

Direct peers

• Chuze Fitness: Regional multi-amenity gym chain offering group fitness, personal training, and recovery amenities. Comparable value proposition (low monthly dues with premium amenities) and similar family-friendly positioning to Be Fitness.
• VASA Fitness: Mid-market premium gym chain with group fitness, personal training, recovery amenities, and family programming. Closely comparable in pricing structure, amenity breadth, and target customer segment.
• Club Pilates: Boutique Pilates franchise offering small-group reformer and mat classes. Directly comparable to Be Fitness's Pilates offering for customers seeking specialized mind-body programming.
• CrossFit (CrossFit, Inc.): Parent organization of the CrossFit affiliate network; Be Fitness's Bark River CrossFit operates as a licensed affiliate. Direct peer for the high-intensity functional fitness programming that is one of three pillars of Be Fitness's offering.
• EOS Fitness: Multi-state gym operator with broad amenity packages including group classes, personal training, and recovery zones. Similar mid-premium pricing tier and amenity-led differentiation strategy.

Emerging players

• F45 Training: Boutique functional fitness franchise offering group training sessions. Comparable to Bark River CrossFit's functional fitness positioning within Be Fitness, particularly for the CrossFit-adjacent customer segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/befitnesscenter
• Instagraminstagram.com/befitnessdelafield
• Xx.com/befitness123
• LinkedInlinkedin.com/company/be-fitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 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 Be Fitness