Kennedy Club Fitness

What Kennedy Club Fitness does

Kennedy Club Fitness is a privately held, multi-location health and fitness operator founded in 1981 by Kevin and Barb Kennedy, headquartered in Paso Robles, California. The company operates three full-service clubs across San Luis Obispo County — Atascadero, Paso Robles, and San Luis Obispo — each anchored by Olympic-size 50-meter outdoor pools, indoor pools, comprehensive cardio and strength training areas, group exercise studios, sport courts (basketball, racquetball, squash, handball, pickleball), K-Zone Recovery/Relaxation centers, Kennedy Kafe retail, and executive locker rooms. The core product is a unified monthly subscription membership ($65–$75/month depending on commitment) that grants access to all three locations and the bundled amenity set.

The business extends its core membership through a layered set of add-on services: personal training, swim lessons, Stott Pilates Reformer, the Serenity at Kennedy spa (massage, skin care, beauty services), Kennedy Kids Club supervised childcare at Paso Robles, an Indoor Golf Simulator at San Luis Obispo, and a digital workout streaming product (MOSSA On Demand at $9.99/month). A KCF Mobile App and online member portal, both powered by Club Automation, handle class reservations, court bookings, K-Zone sessions, billing, and payments.

Revenue is generated primarily through recurring monthly membership subscriptions, supplemented by insurance-paid memberships via five networks (Silver&Fit, Renew Active, Active&Fit, Optum One Pass, Aaptiv), personal training and Pilates packages, swim lessons, spa services, guest passes, gift cards, and a $24/month K-Zone Recovery add-on. Customer segments span individual fitness consumers, Medicare- and insurance-eligible seniors, families with children, and premium wellness consumers. The company employs 101–250 people, has no disclosed parent, no funding rounds, and no M&A activity in the available record.

Name

Kennedy Club Fitness

Legal name

Kennedy Club Fitness

Website

https://kennedyclubs.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

101–250 employees

Short description

Kennedy Club Fitness is a privately held, three-location health and fitness operator in California's San Luis Obispo County offering subscription memberships with pools, group classes, sport courts, recovery centers, personal training, childcare, and spa services to individual consumers and insurance-eligible seniors.

Ownership category

akta.pro rank

Product category

Health and Fitness Clubs

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Functional Fitness / Cross-Training Groups (HSADABAH)

akta.pro secondary industries

Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Senior/Low-Impact Group Fitness (HSADABAI)

Keywords

• Fitness club memberships
• Group exercise classes
• Personal training services
• Aquatic fitness programs
• Recovery and wellness

Headquarters

HQ city

Paso Robles

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fitness Membership Subscriptions: Monthly recurring membership fees providing access to all club facilities including pools, fitness equipment, group classes, and sport courts. Monthly-to-month option at $75/month with $69 enrollment fee, or discounted 1-year commitment at $65/month. Atascadero-only memberships available.
2. Insurance-Based Memberships: Partnership with insurance providers Silver&Fit, Renew Active, Active&Fit, Optum One Pass, and Aaptiv allowing qualifying members to use their insurance benefits for gym memberships.
3. MOSSA On Demand Subscriptions: Streaming workout platform subscription at $9.99/month after 14-day free trial. Provides access to home workouts including strength, HIIT, cardio, core, dance, yoga, and cycling classes.
4. Recovery Zone Add-on: $24/month add-on to base membership providing unlimited access to HydroMassage, compression chairs, and infrared saunas at each location.
5. Guest Passes: One-time visitor passes for non-members: $25 for single day, $100 for 5 visits, $175 for 10 visits, $250 for 20 visits.
6. Gift Cards: Gift cards sold in preset amounts ($25-$250) or custom amounts for membership passes, personal training, pilates, swim lessons, and recovery zone access.
7. Personal Training Services: One-on-one personal training sessions and packages with certified trainers for accountability and goal achievement. Complimentary fitness assessment for new clients.
8. Pilates Reformer Sessions: Private and small group Pilates Stott Reformer sessions at Paso Robles Serenity spa. Member and non-member pricing available for individual and group packages.
9. Swim Lessons: Private swimming lessons offered year-round with experienced certified instructors. Lessons available for all ages and skill levels.
10. Spa and Salon Services: Massage therapy, skin care, eyebrow treatments, and spray tans offered at Serenity at Kennedy spa in Paso Robles location.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Kennedy Club Fitness operates three physical health and fitness club locations across San Luis Obispo County (Atascadero, Paso Robles, San Luis Obispo) providing a unified membership that grants access to cardiovascular and strength equipment, group exercise classes, Olympic-size outdoor pools, indoor pools, basketball, racquetball, squash, handball, and pickleball courts. The membership is supplemented by paid ancillary services including personal training, Pilates Reformer sessions, swim lessons, K-Zone Recovery/Relaxation center access (HydroMassage, infrared sauna, compression massage chair, CryoLounge, Frost Room 41 Degrees), spa services, supervised childcare, and the MOSSA On Demand streaming workout platform.

Product overview

Kennedy Club Fitness is a multi-location health and fitness operator established in 1981 with three facilities in San Luis Obispo County (Atascadero, Paso Robles, and San Luis Obispo). Its core offering is a unified membership providing full club access to cardio and strength equipment, group exercise classes (including Mossa programs, yoga, Pilates, cycling, Zumba, and aqua classes), aquatic facilities with Olympic-size pools, and sports courts (basketball, racquetball, squash, handball, pickleball). The portfolio is extended by add-on services including a K-Zone Recovery & Relaxation Center (hydromassage, infrared sauna, compression chair, cryotherapy), MOSSA On Demand streaming workouts, personal training, swim lessons, a Pilates Reformer studio, Kennedy Kids Club childcare, Kennedy Kafe retail, spa services (Serenity at Kennedy), guest passes, and gift cards. An insurance-based membership tier (Silver&Fit, Renew Active, etc.) broadens accessibility. A KCF Mobile App and online member portal (via Club Automation) provide digital account management and class reservation capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Kennedy Club Fitness Membership Recurring membership providing full access to all three Kennedy Club Fitness locations in Atascadero, Paso Robles, and San Luis Obispo, including cardio and strength equipment, group exercise classes, Olympic-size swimming pools, basketball, racquetball, squash, handball, and pickleball courts. Available as month-to-month ($75/month + $69 enrollment), 1-year commitment ($65/month), or Atascadero-only ($65/month).
• Group Exercise Classes 35+ weekly group exercise classes included with membership across cardio (Zumba, Cardio-Sculpt, cycle), strength (Mossa Group Active, Group Power), Yoga, BarreConnect, Mossa Centergy, Pilates, and aqua classes for all ages and fitness levels.
• Personal Training One-on-one and small-group personal training sessions with certified trainers providing clear plans, accountability, sport-specific training, weight-loss programs, and a complimentary fitness assessment for new clients. Sold as multi-session packages (e.g., 6 Session Package at $455 at Paso Robles) with member and non-member pricing.
• Aquatics and Swim Lessons Olympic-size 50-meter outdoor pools and indoor pools with lap swimming, aqua fitness classes, master swim workouts, and private and partner swim lessons for all ages and skill levels with certified instructors. Member pricing: 5 Private Lessons at $210 (Paso Robles); non-member pricing also available.
• K-Zone Recovery and Relaxation Center Add-on subscription ($24/month on top of base membership) providing unlimited access to HydroMassage beds and lounges, Novo XT2 Acupressure Compression Sport Massage Chair, infrared saunas (including Red Fit room), CryoLounge Advanced Recovery Chair, and Frost Room 41 Degrees cold therapy at each location.
• MOSSA On Demand Streaming Workouts At-home streaming workout platform offered in partnership with MOSSA, providing on-demand strength, HIIT, cardio, core, dance, yoga, and cycling classes accessible on TV, computer, mobile devices, Apple TV, Android TV, Roku, and Amazon Fire TV. Subscription priced at $9.99/month after a 14-day free trial.
• Guest Pass Day passes and multi-visit passes for non-members to experience club amenities, with pricing tiers from a single day ($25) up to 20 visits ($250), offering per-visit discounts at higher volumes.
• Gift Cards Prepaid gift cards available in fixed amounts ($25, $50, $100, $150, $200, $250) or custom dollar amounts, redeemable for membership passes, personal training, Pilates, swim lessons, and recovery zone services at any of the three locations.
• Serenity at Kennedy Spa Services Private spa offering at the Paso Robles location providing Stott Pilates Reformer training, massage therapy, skincare, eyebrow treatments, and spray tan services, available to members and non-members at different price points.
• Pilates Reformer Studio Stott Pilates Reformer training at the Paso Robles location, with individual and small group session packages sold to members and non-members at varying price points (e.g., individual sessions from $65 single to $1,590 for 30, member pricing).
• Kennedy Kids Club Childcare 1,500 sq. ft. supervised child play center with an outdoor play area at the Paso Robles location, allowing parents to work out while children are supervised by Kennedy Club Fitness staff.
• Insurance-Based Membership Memberships subsidized or fully covered through insurance benefit programs including Silver&Fit, Renew Active, Active&Fit Direct, Optum One Pass, and Aaptiv, available to qualifying Medicare-eligible and insured members for access to Kennedy Club Fitness facilities.

Quantifiable outcome

• Voted #1 health club year after year
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Silver&FitcoreChannel Partner/ Reseller/ DistributorInsurance-based fitness membership partnership allowing Medicare and qualifying members to use Silver&Fit benefits for gym access at Kennedy Club Fitness locations.
• Renew ActivecoreChannel Partner/ Reseller/ DistributorInsurance partnership with UnitedHealthcare allowing qualifying members to use Renew Active benefits for gym access.
• Active&FitcoreChannel Partner/ Reseller/ DistributorInsurance-based fitness membership partnership allowing members to use Active&Fit benefits for gym access.
• Optum One PasscoreChannel Partner/ Reseller/ DistributorOptum health insurance fitness benefit program partnership providing access to Kennedy Club Fitness facilities.
• AaptivcoreChannel Partner/ Reseller/ DistributorInsurance fitness benefit partnership allowing Aaptiv members to access gym facilities at Kennedy Club Fitness.
• MOSSA On DemandcoreTechnology or IntegrationStreaming workout platform partnership providing members access to home workouts including strength, HIIT, cardio, core, dance, yoga, and cycling. $9.99/month after 14-day free trial, accessible on TV, computer, and mobile devices.
• ThriveminorGTM or Marketing PartnerMarketing partnership with Thrive for testosterone optimization and weight loss programs promoted at San Luis Obispo location.
• Zinnia MarketingminorGTM or Marketing PartnerWebsite design and digital marketing services provider for Kennedy Club Fitness.
• Club AutomationcoreTechnology or IntegrationSoftware platform provider powering online member portal, membership management, class reservations, and billing systems.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• 24 Hour Fitness: Large multi-state fitness club chain offering group exercise, pools, and personal training. Represents the broad incumbent competitor against which regional clubs like Kennedy Club differentiate on community and service quality.
• Planet Fitness: National low-cost fitness chain. Represents the price-sensitive mass-market end of the competitive set against which Kennedy Club's premium positioning and amenity depth must justify its higher monthly dues.
• Crunch Fitness: National fitness chain with extensive group class programming, personal training, and value-to-premium tiered memberships. Comparable in offering breadth but operates at much larger geographic scale.
• Equinox: Premium multi-location fitness club operator with sophisticated group programming, recovery, and spa services. Comparable to Kennedy Club's Serenity at Kennedy and Pilates offerings at the premium end of the market.
• Life Time Fitness: Premium multi-location health club operator with group fitness, aquatics, recovery/wellness, and family programming. Comparable in amenity breadth (pools, recovery, family) but positioned at a significantly higher price tier.
• Gold's Gym: Globally recognized fitness club brand with broad group fitness, personal training, and recovery offerings. Competes for the same multi-amenity club member as Kennedy Club but at significantly larger scale.

Direct peers

• EOS Fitness: Multi-state regional fitness club operator emphasizing value pricing, group classes, and recovery amenities. Comparable multi-location club model with similar ARPU-expansion through add-on services.
• In-Shape Health Clubs: California-based regional multi-location fitness club operator with swimming, group fitness, and family amenities. Highly comparable footprint and member model to Kennedy Club Fitness within the same state.
• Chuze Fitness: West Coast (California and Arizona) value-priced multi-location fitness club chain offering group classes, pools, and family amenities. Closest direct comparable in scale and member pricing to Kennedy Club.

Emerging players

• Orangetheory Fitness: Boutique HIIT group-fitness franchise with significant national footprint. Competes directly with Kennedy Club's group exercise programming for time-constrained, results-oriented members; representative of the boutique disruption risk.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/kennedyclubs
• Facebookfacebook.com/kennedyclubfitness
• Instagraminstagram.com/kennedyclubfitness
• LinkedInlinkedin.com/company/kennedy-club-fitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Kennedy Club Fitness