DW Fitness First

What DW Fitness First does

DW Fitness First is a privately held UK gym chain operating 45+ club locations across England, Wales, and Jersey under the trading entity Fitness First Clubs Limited, held by Maddox Holdings Limited. Founded as a pioneer of the UK gym industry in the 1990s and headquartered in Wigan, the company serves individual consumers, students, and corporate clients through multi-tiered memberships with multi-club reciprocal access. Its core product is a subscription gym membership augmented by 55+ weekly class types across Strength, Cardio, Mind & Body, Cycle, and Fight categories (including Les Mills-licensed and proprietary formats like SHRED, ROX, and Rhyde), personal training delivered by self-employed certified trainers, and an expanding wellness ecosystem.

The technology stack centers on the EGYM-powered 'able' smart training platform, which delivers BioAge biological-age assessment, Smart Strength connected-equipment tracking, and Genius AI-driven workout personalization, all accessed via the FFX member mobile application for class booking, contactless entry, and progress tracking. A distinct FFX PT App supports trainer discovery and session booking. Premium and 360 add-on memberships extend the proposition into clinical wellness by bundling HealthHero services (virtual GP, physiotherapy, mental health, dietitian) and Healf-powered blood testing (35+ biomarkers) with practitioner consultations.

Revenue is generated primarily through recurring monthly Direct Debit gym subscriptions, with supplementary streams from PT session transaction fees, Premium and 360 add-on subscriptions, locker hire, day passes, session packs, and B2B corporate contracts (with named clients including News UK, Knight Frank, BDO, The Law Society, and Boost Mobile). The company pursues a hybrid GTM combining direct-to-consumer digital and in-club acquisition with a dedicated corporate sales motion, supported by an integrated marketing mix spanning owned digital channels, organic social, event marketing (HYROX races, Pride), and brand partnerships (Gymshark, Ministry of Sound, Red Bull). Recent strategic emphasis is on premium tier expansion, tech-enabled personalization via able, and facility reinvestment (notably a £2m Marylebone refurbishment in February 2025), under new CEO Marc Diaper appointed July 2025.

Name

DW Fitness First

Legal name

Fitness First Clubs Limited

Website

https://fitnessfirst.co.uk

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

101–250 employees

Short description

DW Fitness First is a UK gym chain operating 45+ clubs offering multi-club memberships, 55+ weekly fitness classes, personal training, and the EGYM-powered 'able' smart training platform. It serves individual consumers, students, and corporate clients with Premium and 360 wellness add-ons bundling virtual healthcare.

Ownership category

akta.pro rank

Product category

Health & Fitness Club Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industries

Functional Fitness / Cross-Training Groups (HSADABAH), General Personal Training (In-Person & Virtual) (HSADAAAA), Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG)

Keywords

• Gym memberships
• Fitness clubs
• Personal training
• Group exercise classes
• Corporate wellness programs

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices10 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. Gym Membership Subscriptions: Primary revenue stream from recurring membership fees. Members pay either monthly via Direct Debit or as a lump sum upfront. Membership tiers determine club access levels (multi-club access to same tier and below). Minimum contract terms of 1, 3, 6, 9, or 12 months available. Monthly fees may increase during membership with 14 days notice, though not during initial minimum term.
2. Personal Training Sessions: Revenue from PT session packs sold by self-employed personal trainers operating within Fitness First clubs. Trainers set their own pricing and session pack validity periods. Fitness First provides the FFX PT App for transaction processing.
3. Premium Membership Add-On: Optional add-on to standard membership providing priority class booking (10 days advance), one guest pass per calendar month, and access to HealthHero services including workout support and nutrition guidance.
4. 360 Membership Add-On: Comprehensive wellness membership add-on including Health Zone powered by Healf (bi-annual blood tests, health dashboard, AI recommendations, practitioner consultations), HealthHero powered by HealthHero (virtual GP, physiotherapy, mental health support, dietitian services), priority 12-day class booking, and two guest passes monthly.
5. Locker Hire: Monthly rental of dedicated lockers at select clubs. Requires £30 refundable deposit, with monthly Direct Debit payments collected in club for first month.
6. Day Passes: Single-visit and short-term access passes for non-members. Includes 1-day, 7-day, and 30-day pass options at selected locations.
7. Pay As You Go Session Packs: 5 and 10 session packs available at select clubs (Fenchurch Street, Oxford Circus, The Strand) providing flexible access without commitment to ongoing membership.
8. Corporate Memberships: B2B memberships where companies either fully fund, partially contribute, or facilitate salary deduction for employee gym access. Corporate members receive discounted rates and dedicated account management.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels12 records

Core offering

DW Fitness First operates a UK chain of 45+ premium fitness clubs offering multi-tier gym memberships with multi-club access, 55+ weekly group exercise classes, certified personal training, and a connected smart-training platform ("able", powered by EGYM) that includes BioAge biometric assessments, Genius AI workout recommendations, and Smart Strength equipment tracking. The company also sells Corporate Memberships for employer-subsidized employee fitness and optional Premium and 360 add-ons integrating HealthHero virtual healthcare and Healf blood testing.

Product overview

Fitness First is a UK gym chain offering a multi-tiered fitness ecosystem combining physical gym facilities with digital technology. The core product is the gym membership with multi-club access, augmented by the able platform (powered by EGYM) for smart connected training that includes BioAge assessment, Genius AI workout recommendations, Smart Strength tracking, and ablePro advanced metrics. Group exercise classes (55+ weekly across Strength, Cardio, Mind & Body, Cycle, and Fight categories) are included with membership. Premium add-on tiers (Premium and 360 Membership) integrate third-party health services from Healf (blood testing and AI health recommendations) and HealthHero (virtual healthcare). Members access the ecosystem through the FFX Member App for class booking and progress tracking, the FFX PT App for personal training discovery, and FFX On Demand for digital content. Additional services include Personal Training, Red Light Therapy, and Corporate Memberships.

Differentiator

Problem solved

Functional benefit

Brands

• able: Smart fitness technology platform combining smart fitness tech with expert personal trainers to help members set goals, build habits and see results.
• BioAge
• FFX
• 360
• Premium
• EveryRun
• SHRED
• ROX
• Rhyde

Products and services

• Fitness First Gym Membership Recurring monthly gym memberships (1, 3, 6, 9, or 12-month minimum terms) granting multi-club access across 45+ UK locations, group exercise classes, FFX app access, and member amenities for individuals aged 16+.
• able Smart Training Platform A smart training technology platform developed with EGYM that captures fitness baselines, tracks progress, and creates evidence-based training roadmaps. Includes BioAge assessment, Smart Strength equipment integration, and Genius AI personalized recommendations.
• 360 Membership Add-On Optional comprehensive wellness add-on that bundles Healf at-home blood testing with a personal health dashboard, HealthHero virtual GP, physiotherapy, mental health support, and dietitian services, plus priority 12-day class booking and two monthly guest passes.
• Premium Membership Add-On Optional monthly add-on to a standard membership that provides priority 10-day class booking, one guest pass per calendar month, and HealthHero services including workout support and nutrition guidance.
• Personal Training One-on-one training sessions with self-employed, Fitness First-licensed personal trainers who deliver personalized fitness programs, goal setting, and expert guidance. Sessions are purchased via the FFX PT App.
• Corporate Membership B2B employee wellness memberships sold to UK companies, enabling employer-subsidized access to Fitness First clubs via flexible funding models and a dedicated Corporate Join Portal. Marketed with claimed outcomes of a 20% absenteeism reduction and 13% turnover reduction.
• Group Exercise Classes Group fitness class programming offering nearly 2,000 weekly sessions across 55+ class types (HYROX, BodyCombat, BodyAttack, BodyPump, RPM, BodyBalance, Yoga, Pilates, Rhyde, SHRED, Rox, Zumba, HIIT, Reformer Pilates and more) bookable via the FFX app.
• Red Light Therapy Therapeutic red light sessions using Bon Charge blankets and the Revive Red Light Therapy bed, available at select clubs under specific health and safety protocols.

Quantifiable outcome

• 20% reduction in employee absenteeism when workforce is physically active (cited in corporate materials)
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability5 records

Feature6 records

Partnerships

Eleven partnerships are on record, tiered core, strategic, minor and supporting.

• EGYMcoreTechnology or Integration · 15 April 2025Strategic technology partnership to launch 'able' smart training platform. EGYM provides the technology infrastructure for connected gym equipment, BioAge assessment, Smart Strength tracking, and AI-driven Genius AI personalization. Fitness First positions able as its primary digital training ecosystem, combining EGYM's hardware and software with Fitness First's PT expertise to deliver data-driven member outcomes.
• HealthHerocoreStrategic or Co-development Partner · 7 August 2024HealthHero provides comprehensive digital health services integrated into Fitness First's Premium and 360 Membership add-ons. Services include virtual GP consultations, remote physiotherapy, 24/7 mental health support, and remote dietitian services. Fitness First became the first UK gym chain to offer full HealthHero services, enhancing its proposition beyond traditional fitness into holistic wellness.
• HealfcoreStrategic or Co-development PartnerHealf powers the Health Zone within Fitness First's 360 Membership add-on, providing bi-annual at-home blood tests (35+ biomarkers), a personal health dashboard, AI-driven health recommendations, and one-to-one practitioner consultations. Fitness First references Healf's welcome pack valued at approximately £50 as an included benefit.
• Les MillscoreTechnology or IntegrationLicensed programming partnership providing Les Mills branded group fitness classes including BodyCombat, BodyAttack, BodyPump, BodyPump Heavy, BodyBalance, Strength Development, RPM, Yoga, and Pilates. These classes are featured prominently across Fitness First's class timetable and marketing materials.
• GymsharkstrategicGTM or Marketing PartnerCo-branded 'Gymshark Conditioning Club' class exclusive to Fitness First, combining functional fitness training with Gymshark's fitness community brand. Featured class on Fitness First's homepage and promotional materials targeting the functional fitness segment.
• HYROXstrategicGTM or Marketing PartnerHYROX fitness race partnership including exclusive Fitness First HYROX classes (HYROX, HYROX Engine, HYROX Power, HYROX Sim), race training programs, and member participation in HYROX events including London Olympia. 'Road to HYROX' campaign features member transformation stories.
• Ministry of SoundminorGTM or Marketing PartnerMusic licensing partnership bringing Ministry of Sound playlists to Fitness First classes, enhancing the audio experience in group fitness sessions. Announced September 2021.
• Red BullminorGTM or Marketing Partner'Red Bull Zero Excuses' promotional competition (November 2025) offering weekly prizes including Red Bull merchandise and opportunity to win flights and accommodation for the Red Bull 400 race event. Limited-time marketing partnership driving member engagement.
• Nike (Manni Ovola)minorStrategic or Co-development PartnerPartnership with Nike Running Coach and Physiotherapist Emmanuel 'Manni' Ovola to deliver the EveryRun workshop combining running technique education, strength training, injury prevention, and community 5K runs. Cross-promoted on Fitness First platforms with Nike branding.
• KlarnasupportingOthersPayment services partnership offering Buy Now Pay Later options including Pay in 3 instalments and Pay Later in 30 days for membership joining fees and purchases. Provided in cooperation with Klarna Bank AB (publ) for UK members aged 18+.
• MindOutminorOthersCharitable partnership with MindOut LGBTQ+ mental health charity during Pride events. 100% of Rhyde with Pride cycle class proceeds donated to MindOut, which provides mental health services for the LGBTQ+ community.

Scale indicators10 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• PureGym: UK's largest gym operator (~600 low-cost sites) offering flexible no-contract memberships. Key head-to-head competitor for entry-level members who might otherwise upgrade into Fitness First's mid-tier.
• David Lloyd Leisure: UK premium health, fitness and racquets club group operating ~100 sites with family and wellness positioning. Closest comparable to Fitness First on tier, family appeal, and integrated racquets/wellness offering.
• Anytime Fitness UK: 24/7 franchise model with hundreds of UK sites and a 'one membership, thousands of clubs' global access pitch. Direct competitor for convenience-led and budget-flexible gym members.
• Third Space (Soho House subsidiary): London-centric luxury training club with strong class programming and member community. Direct competitor in the central London premium segment where Fitness First has its densest footprint.
• The Gym Group: UK-listed low-cost 24/7 gym operator with 240+ sites at value price points. Competes directly for the same consumer wallet, applying downward pricing pressure on mid-tier chains like Fitness First.
• Virgin Active UK: Premium UK health club operator positioned around design, classes and wellness — closely overlapping Fitness First's premium positioning, club aesthetic and class-driven member proposition.

Broad incumbents

• Nuffield Health: UK not-for-profit combining gyms, hospitals and physiotherapy; competing most directly with Fitness First's 360 add-on (HealthHero + Healf integration) by offering clinical and fitness services under one brand.
• Equinox: Global luxury fitness brand combining high-end training, wellness and hospitality. Reference point for Fitness First's premium-and-tech trajectory, though not a UK direct overlap.

Others

• Les Mills International: Global group-fitness programming licensor (BodyPump, RPM, BodyCombat, BodyBalance) supplying the majority of branded classes on Fitness First's timetable. Ecosystem participant that shapes the class content across most UK premium chains.
• EGYM: German connected-fitness technology provider whose hardware and software underpin Fitness First's 'able' platform (BioAge, Smart Strength, Genius AI). Enabling technology partner rather than competitor but material to Fitness First's tech moat.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/DWFitnessFirst
• YouTubeyoutube.com/@FitnessFirstUKOfficial
• Facebookfacebook.com/DWFitnessFirst
• LinkedInuk.linkedin.com/company/fitness-first-uk
• Instagraminstagram.com/fitnessfirst_uk_official
• TikToktiktok.com/@fitnessfirst.uk

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 DW Fitness First