Insure Fitness Group

What Insure Fitness Group does

Insure Fitness Group (IFG), founded in 2018 and headquartered in Lakewood Ranch, Florida, is a specialty insurance distribution platform providing professional and general liability coverage exclusively to fitness professionals across all 50 U.S. states. The company operates as an affinity brand within Arthur J. Gallagher & Co. (NYSE: AJG), with Gallagher Affinity Insurance Services serving as the licensed 50-state broker and the master policy issued to Healthcare Professionals Purchasing Group, LLC (HPPG), a Delaware non-profit organized under the Federal Liability Risk Retention Act. IFG reports protecting more than 200,000 fitness professionals nationwide, spanning personal trainers, group fitness instructors, Pilates, yoga, dance, Zumba, Tai Chi, aqua-fit, mobile trainers, online coaches, and student trainees across 500+ modalities.

The product is delivered through a self-serve digital platform: customers complete a roughly three-minute online application and receive instant policy issuance, an immediate digital certificate of insurance, and access to a member portal for certificate downloads, renewals, and additional-insured requests. Pricing is a transparent annual subscription — $189/year for professionals, $65/year for students, and $45/year for a benefits-only tier — with add-on additional insureds at $10 per business and a $50 Risk Purchasing Group fee plus 3% Delaware surplus lines tax embedded in the policy price. Every policy bundles $1M/$3M professional and general liability, $1M/$3M personal and advertising injury, and $25,000 in identity theft protection (via Identity Fraud Inc.), plus member benefits including MetLife vision/dental access and CEU discounts.

The go-to-market is product-led growth with no field sales force: customer acquisition runs through 50 state-specific SEO landing pages, a content engine (blog, webinars, free liability waiver templates), and an active organic social presence across Instagram, Facebook, LinkedIn, YouTube, and TikTok, supplemented by phone support. A+ BBB accreditation and an A-Rated (Superior) AM Best rating on the underwriting partner provide the credibility backbone, and third-party endorsements from US News, NerdWallet, Trustpilot, NETA, the Institute of Personal Trainers, Trainerize, and Fitness Mentors feed top-of-funnel demand. The business model is recurring subscription revenue (annual policies with continuous coverage renewal), with no public revenue disclosure.

Name

Insure Fitness Group

Legal name

Insure Fitness Group

Website

https://insurefitness.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Insure Fitness Group, founded in 2018 and backed by Arthur J. Gallagher, is a self-serve online insurance platform providing professional liability coverage to over 200,000 fitness professionals across all 50 U.S. states, serving individual trainers, instructors, and students via a $189/year annual subscription model.

Ownership category

akta.pro rank

Product category

Fitness Professional Liability Insurance

NAICS

Health and Welfare Funds (52512), Health and Welfare Funds (525120), Insurance Carriers and Related Activities (524)

SIC

Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321)

akta.pro primary industry

Voluntary/Worksite Critical Illness & Hospital Indemnity (Employee-Paid) (FSAIAKAF)

Keywords

• Professional liability insurance
• Fitness instructor insurance
• Personal trainer insurance
• Group fitness coverage
• Student trainer insurance

Headquarters

HQ city

Ponte Vedra Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Professional Liability Insurance: Annual subscription-based liability insurance for fitness professionals providing professional and general liability coverage, personal injury coverage, and identity theft protection. Sold directly to individual trainers and instructors at $189/year for professionals and $65/year for students.
2. Additional Insured Requests: Additional businesses can be added to policies for $10 per year (1-year policy) or $15.95 (2-year policy). Unlimited Additional Businesses Package available for $30.
3. Risk Purchasing Group Fee: Pricing includes a $50.00 Risk Purchasing Group Fee and 3% Delaware State Surplus Lines Taxes as part of the policy pricing structure.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Insure Fitness Group sells annual subscription-based professional and general liability insurance tailored to certified fitness professionals and students, covering 500+ modalities including personal training, group fitness, Pilates, yoga, dance, Zumba, Tai Chi, aqua-fit, online and mobile training. Policies include $1M/$3M liability limits, $25,000 identity theft protection, occurrence-form coverage, and instant digital certificate delivery. Add-ons include additional insureds ($10 each) and an unlimited additional businesses package ($30).

Product overview

Insure Fitness Group offers a unified insurance platform providing liability coverage for fitness professionals across 500+ modalities. The core product is professional and general liability insurance at $189/year (professional rate) and $65/year (student rate), covering claims related to instruction, slips and falls, equipment mishaps, and online training. The product portfolio includes specialized coverage for personal trainers, group fitness instructors, Pilates, yoga, dance, Zumba, Tai Chi, aqua-fit, and 20/20/20 format instructors. All policies include occurrence form coverage, identity theft protection ($25,000), and instant certificate access. Additional services include the ability to add businesses as additional insureds ($10 each) and access to member discounts on continuing education. The company serves over 200,000 professionals nationwide across all 50 states.

Differentiator

Problem solved

Functional benefit

Products and services

• Professional & General Liability Insurance for Fitness Professionals Annual subscription-based professional and general liability insurance for certified fitness professionals, providing $1M per occurrence / $3M aggregate coverage for professional negligence, slip-and-fall accidents, equipment mishaps, personal injury, and advertising injury claims during in-person, mobile, and online instruction. Includes $25,000 identity theft protection, free instant certificate of insurance, and CEU discounts. Covers 500+ fitness modalities including personal training, group fitness, Pilates, yoga, dance, Zumba, Tai Chi, and aqua-fit at $189/year (1-year) with occurrence-form coverage.
• Student Fitness Trainer Insurance Discounted annual liability insurance plan for aspiring fitness professionals enrolled in certification programs, providing the same professional and general liability coverage as the Professional rate at $65/year. Designed for students completing fitness certifications who need affordable, comprehensive coverage.
• General Liability Insurance Liability coverage component of IFG policies covering third-party accidents such as slip-and-fall injuries in studios, gyms, or other training facilities that are not directly tied to professional instruction, protecting fitness professionals against related premises-related claims.
• Identity Theft Protection Complimentary identity theft protection provided to every policyholder, offering up to $25,000 in annual coverage to protect personal and professional identities from fraud. Powered through Identity Fraud, Inc. and bundled into all IFG liability policies.
• Additional Insureds Service Add-on service that allows fitness professional policyholders to add gyms, studios, event organizers, or other businesses as additional insureds on their liability policy for $10 per business per 1-year policy, $15.95 per business per 2-year policy, or $30 for an Unlimited Additional Businesses Package.
• Benefits-Only Membership (No Insurance) Annual $45 membership option for fitness professionals who want access to IFG member benefits such as discounts on continuing education and MetLife Vision and Dental access without purchasing a liability insurance policy.

Quantifiable outcome

• Coverage for $189/year is 30-40% less expensive than competitors (compared to Hiscox at $270/year, NEXT at $269/year, K&K at $209/year)
• +1 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Gallagher Affinity Insurance Services, Inc.coreTechnology or IntegrationA 50-state licensed insurance broker serving as the broker for all coverage under Healthcare Professionals Purchasing Group, LLC. Also serves as excess and surplus lines broker. Processes applications and manages insurance policy administration.
• Healthcare Professionals Purchasing Group, LLC (HPPG)coreStrategic or Co-development PartnerHPPG is a Delaware non-profit corporation created under the Federal Liability Risk Retention Act for health, wellness, and beauty professionals. The master liability policy is issued to HPPG, and IFG policyholders become non-voting members of HPPG. Provides group purchasing power for liability insurance.
• MetLife (Vision and Dental)minorGTM or Marketing PartnerMetLife provides vision and dental coverage access as part of member benefits included with IFG policies. Members receive access to MetLife Vision and Dental coverage options.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Markel Insurance: Markel is a specialty insurer with established fitness, sports, and recreation liability programs for instructors and small studios. As a larger, diversified insurer with broader specialty lines, it competes with IFG in the fitness vertical but operates a much wider portfolio.
• State Farm / Nationwide Professional Liability: Large national P&C carriers like State Farm and Nationwide offer small-business professional liability endorsements that fitness professionals sometimes use. They are broader incumbents rather than specialists, but represent alternative coverage paths for the same customer.

Emerging players

• Insureon: Insureon is an online marketplace that aggregates small-business insurance including professional liability for fitness professionals. While broader in scope (multi-vertical), it is a partial overlap channel that competes for the same SMB customer's insurance spend.

Direct peers

• BeYogi Insurance: BeYogi sells professional liability insurance specifically for yoga teachers, one of IFG's core vertical segments. It targets the same yoga instructor persona with comparable coverage tiers and a digital-first purchase experience.
• NEXT Insurance: NEXT is a direct competitor named on IFG's pricing comparison ($269/year for comparable coverage). NEXT sells professional and general liability to fitness instructors and other small-business owners through a fully digital, self-serve platform — closely mirroring IFG's PLG go-to-market motion.
• Fitness Insurance by JD Mellberg (JDM): JD Mellberg's fitnessinsurance.com is a longstanding direct competitor offering professional liability to fitness professionals, personal trainers, and studio owners. Sells to the same SMB fitness professional buyer with comparable coverage products.
• K&K Insurance Group: K&K is a direct competitor offering fitness instructor liability insurance at $209/year, referenced on IFG's comparison page. K&K specializes in sports, fitness, and recreation insurance programs and is a long-standing incumbent in the same niche IFG targets.
• US Liability Insurance Company: US Liability underwrites professional liability products sold to fitness instructors, personal trainers, and wellness professionals via affinity and broker channels. It overlaps with IFG's core product offering and customer base.
• YogaFit Insurance (FitPro Insurance): YogaFit's insurance arm provides liability coverage to yoga and fitness instructors, overlapping directly with IFG's yoga and group fitness product lines. Sells to the same certified-instructor buyer.
• Hiscox Insurance: Hiscox is a direct competitor explicitly named on IFG's comparison page, offering professional liability insurance to fitness professionals and small businesses at $270/year versus IFG's $189/year. Both target solo practitioners and small fitness businesses with online purchase flows and similar $1M/$3M coverage tiers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Insurefitness
• Facebookfacebook.com/InsureFitnessGroup
• LinkedInlinkedin.com/company/insure-fitness-group
• Instagraminstagram.com/insurefitnessgroup
• TikToktiktok.com/@insfitgrp
• Xx.com/insure_fitness

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Insure Fitness Group