Mfitness
MFITNESS is a founder-owned boutique fitness studio in Arcadia, California, offering one-on-one personal training, small group sessions, nutritional planning, and online coaching subscriptions under a tiered Move | Measure | Master framework, primarily serving individual consumers in the greater Pasadena and Los Angeles County region.
- Company typePrivate
- Founded2012
- HeadquartersPasadena, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Mfitness does
MFITNESS is a private, founder-owned boutique fitness studio operating from a single location at 119 La Porte St, Unit E, Arcadia, California, founded approximately in 2003 by Mike Salcido, an ACE- and NASM-certified personal trainer with 15+ years of industry experience. The company delivers one-on-one personal training (structured as MOVE/MEASURE/MASTER tiered session packages), small group training for 2-4 people, and customized nutritional planning including a LEAN meal delivery program, all anchored to its proprietary "Move | Measure | Master" methodology.
The technology stack supporting these services comprises MYZONE wearable heart-rate monitoring integrated into in-studio sessions, a proprietary digital training platform for nutrition and workout tracking, the Glofox scheduling and booking system, and a white-labeled native mobile application (built on the Zappy Fennec platform) for iOS and Android. Online coaching subscriptions extend the brand's reach to remote clients nationally, while branded merchandise (apparel at $25 per item) provides a small ancillary revenue stream. MFIT-TRUE Membership bundles in-studio training with the digital platform into a recurring lifestyle program.
Revenue mechanics combine pay-as-you-go session packages ($630 for 6 sessions up to $3,599 for 36 sessions), recurring monthly and multi-month online coaching subscriptions ($200-$300/month with discounts for longer commitments), nutrition consulting fees, and merchandise sales. The customer base is entirely individual SMB consumers in the Pasadena/Los Angeles County region plus remote online coaching subscribers, with no enterprise or corporate accounts. The business has no external funding, no investors, and operates with 1-10 employees as a sole-proprietor-style LLC.
Mfitness firmographics
Firmographics- Name
- Mfitness
- Legal name
- MFITNESS LLC.
- Website
- https://mfitnessnow.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- MFITNESS is a founder-owned boutique fitness studio in Arcadia, California, offering one-on-one personal training, small group sessions, nutritional planning, and online coaching subscriptions under a tiered Move | Measure | Master framework, primarily serving individual consumers in the greater Pasadena and Los Angeles County region.
- Ownership category
- akta.pro rank
Mfitness industry classification
Industry- Product category
- Boutique Personal Training Services
- NAICS
- Diet and Weight Reducing Centers (812191)
- akta.pro primary industry
- General Personal Training (In-Person & Virtual) (HSADAAAA)
- akta.pro secondary industries
- Small-Group Personal Training (Semi-Private) (HSADAAAN), Online/Remote Personal Training & Programming (HSADAAAM), General Nutrition Coaching (HSADAFAA)
Keywords
Where Mfitness is headquartered
LocationHeadquarters
- HQ city
- Pasadena
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Mfitness business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Personal Training Sessions: One-on-one personal training sessions with Mike Salcido and his team. Packages range from 6 sessions (introductory) to 36 sessions (comprehensive MASTER program). Sessions are conducted at the private studio in Arcadia.
- Online Coaching Subscriptions: Digital coaching programs delivered remotely, including monthly subscriptions and multi-month packages (MOVE, MEASURE, MASTER tiers). Includes personalized workout plans, nutrition guidance, and ongoing support through the digital platform.
- Merchandise Sales: Sale of branded apparel including t-shirts, tanks, and accessories. Products carry MFITNESS branding such as 'Big M', 'MFIT Approved', and 'Move Measure Master' logos.
- Nutritional Planning Services: Customized meal plans, macronutrient breakdown, and nutrition consulting services. Also includes LEAN meal delivery program with MOVE, MEASURE, and MASTER tiers offering 2-3 meals per day with optional snacks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Personal Training | MOVE (6 Sessions Package) |
| Unit Pricing | Pay-as-you-go | Personal Training | MEASURE (12 Sessions Package) |
| Unit Pricing | Pay-as-you-go | Personal Training | MASTER (36 Sessions Package) |
| Subscription | Monthly | Online Coaching | Monthly Subscription |
| Subscription | Multi-year contract | Online Coaching | 3 Month Subscription |
| Subscription | Multi-year contract | Online Coaching | 6 Month Subscription |
| Subscription | Monthly | Online Coaching | MOVE (1 Month Package) |
| Subscription | Multi-year contract | Online Coaching | MEASURE (3 Months Package) |
| Subscription | Multi-year contract | Online Coaching | MASTER (6 Months Package) |
| Unit Pricing | Pay-as-you-go | Branded Apparel (T-shirts, Tanks) |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Mfitness product offering
Product offeringCore offering
Mfitness is a boutique personal training studio that delivers one-on-one training, small-group metabolic training, customized nutritional planning (including the LEAN meal delivery program), and remote online coaching under a "Move | Measure | Master" methodology. Its in-studio services at the Arcadia, CA location are supported by MYZONE heart rate monitoring, while a digital platform and iOS/Android apps extend the same programming to remote clients. Branded apparel is also sold through an online store.
Product overview
MFITNESS is a boutique personal training studio offering an integrated suite of fitness and wellness services centered around the Move-Measure-Master philosophy. The core offering consists of three in-person service lines — Personal Training (one-on-one sessions in 6/12/36 session tiers), Group Training (small groups of 2-4 people), and Nutritional Planning (consulting plus the LEAN meal delivery program with MOVE/MEASURE/MASTER meal tiers). These are complemented by Online Coaching delivered via the website and mobile apps, which extends the studio's reach to remote clients through digital workout plans, nutrition support, and progress tracking. Personal Training and Online Coaching both follow the same three-tier naming structure (MOVE, MEASURE, MASTER) representing progression from introductory to advanced levels. Merchandise (branded apparel) is also sold. The studio's digital ecosystem includes a website booking platform powered by Glofox, iOS/Android mobile apps, and MYZONE heart rate monitoring integration for in-studio members.
Differentiator
Problem solved
Functional benefit
Products and services
- Personal Training One-on-one training sessions with Mike Salcido and his team, offering customized workout plans and goal tracking delivered in the private Arcadia studio. Provided in tiered session packages (MOVE, MEASURE, MASTER).
- Group Training Private small-group metabolic training for 2-4 people per session, offering 55-minute workouts focused on motivation, accountability, and friendly competition.
- Nutritional Planning Customized nutrition consulting including macronutrient breakdown, meal prep guidance, and the LEAN meal delivery program with MOVE, MEASURE, and MASTER tiers offering 2-3 meals per day with optional snacks.
- Online Coaching Remote coaching program providing continuous fitness guidance, workout plans, and nutrition support delivered digitally through the website platform, iOS and Android apps, and personal trainer communication.
- MFITNESS Merchandise (Apparel) Branded fitness apparel including t-shirts, tanks, and performance wear for men and women featuring MFITNESS branding and the Move-Measure-Master motto, sold online at $25 per item.
- MFITNESS Mobile App (iOS/Android) Native mobile applications for iOS and Android enabling members to access training programs, track progress, communicate with trainers, and manage their fitness journey on the go.
Quantifiable outcome
- Client achieved body fat reduction from 24% to 7% with 10+ pounds of muscle gain in 11 months
- +1 more outcomes
Companies that use Mfitness
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
Mfitness technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
Mfitness partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Mfitness competitors and assessment
Company assessmentEmerging players
- Precision Nutrition: Precision Nutrition is a coaching and nutrition certification platform serving both consumers and fitness professionals. It overlaps with the nutrition planning and coaching portion of MFITNESS's offering for remote clients seeking structured nutritional guidance.
- Trifecta: Trifecta is a prepared meal delivery service focused on fitness-oriented consumers. It is comparable to MFITNESS's LEAN meal delivery program in target customer and value proposition (fitness-aligned nutrition delivered to clients).
Others
- MYZONE: MYZONE is the wearable heart-rate monitor technology integrated into MFITNESS studio sessions. It is a technology partner / supplier rather than a competitor, but the integration is one of MFITNESS's key in-studio differentiators.
- Glofox: Glofox is the booking, membership, and payments platform used by MFITNESS for its studio scheduling. It is a software vendor / enabling partner rather than a direct competitor, but its presence underpins MFITNESS's online booking flow.
Broad incumbents
- Orangetheory Fitness: Orangetheory is a national boutique fitness chain offering heart-rate-monitored group training. It overlaps with MFITNESS's use of MYZONE heart rate tracking and its small-group metabolic training sessions, but operates at vastly greater scale and geographic reach.
- F45 Training: F45 is a global franchise offering 45-minute functional group training classes. It overlaps with MFITNESS's small-group training format and the LA-area boutique fitness market, but is a franchised multi-location incumbent rather than a single-studio operator.
- Barry's: Barry's is a premium boutique fitness brand combining treadmill cardio with strength training in a small-group format. It competes with MFITNESS for affluent Pasadena/LA County clients seeking boutique small-group training experiences.
Direct peers
- Future: Future is a digital personal training subscription app that pairs users with a dedicated remote coach for personalized training and habit coaching. It is directly comparable to MFITNESS's Online Coaching subscription product in business model, pricing tier, and target consumer.
- Ritual.fit: Ritual offers online personal training and habit coaching via a subscription model with assigned coaches and customized programming. It competes with MFITNESS's online coaching tier for remote fitness clients willing to pay for personalized coaching without a physical studio.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Mfitness social profiles
Digital presenceMfitness financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mfitness leadership team
Management profileNumber of profiles
Profiles1 record
Mfitness funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mfitness M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mfitness
What does Mfitness do?
Mfitness is a boutique personal training studio that delivers one-on-one training, small-group metabolic training, customized nutritional planning (including the LEAN meal delivery program), and remote online coaching under a "Move | Measure | Master" methodology. Its in-studio services at the Arcadia, CA location are supported by MYZONE heart rate monitoring, while a digital platform and iOS/Android apps extend the same programming to remote clients. Branded apparel is also sold through an online store.
Is Mfitness a public or private company?
Mfitness is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mfitness founded?
Mfitness was founded in 2012. It employs 1 to 10 people.
Where is Mfitness based?
Mfitness is headquartered in Pasadena, United States, in the North America region.
How does Mfitness make money?
Four revenue lines are on record. Personal Training Sessions are the primary driver. The others are online Coaching Subscriptions, merchandise Sales and nutritional Planning Services.
Who are Mfitness's main competitors?
Emerging players on record are Precision Nutrition and Trifecta. Others are MYZONE and Glofox. Broad incumbents are Orangetheory Fitness, F45 Training and Barry's. Direct peers are Future and Ritual.fit.
Does Mfitness have an API?
No public API is recorded for Mfitness.
What industry is Mfitness in?
Mfitness's product category is Boutique Personal Training Services. Its primary akta.pro industry code is HSADAAAA, General Personal Training (In-Person & Virtual), with a secondary code of HSADAAAN, Small-Group Personal Training (Semi-Private). Its NAICS code is 812191.