What Move by BJC does

Move by BJC is a single-location, 18,000 sq.ft. fitness center operated as a wholly-owned subsidiary of BJC HealthCare, located in the Cortex innovation district of St. Louis, Missouri. Founded under the name WellAware and rebranded to Move by BJC in 2025, the facility delivers a comprehensive suite of fitness and wellness services including personal training, group exercise classes (live and Les Mills virtual), massage therapy, small group training, and a specialized Ageless Fitness Program for adults aged 55+. The company serves three primary customer segments: individual members (general public seeking fitness access), adults 55+ (functional fitness, fall prevention, insurance-reimbursed programs), and corporate/employer clients (discounted memberships, lunch & learns, biometric screenings, team competitions) — with named corporate partners including Boeing, Microsoft, AON, Buckingham, and Cortex tenant companies.

The underlying platform combines physical infrastructure (cardiovascular equipment with personal TVs, LifeFitness/Hammer Strength/Rogue strength equipment, a 60-yard turf athletic performance space, free weights 5-100 lbs, three studios for Spinning/group exercise/mind-body, and dedicated massage rooms) with licensed Les Mills virtual class content and a Club Automation membership management system. Staff includes degreed exercise physiologists (multiple with Master's degrees), ACSM-certified personal trainers, and licensed massage therapists delivering evidence-based programming.

The business model is hybrid recurring-plus-transactional. Recurring streams include individual memberships, Ageless Fitness subscriptions ($25-$55/month with insurance reimbursement options), and corporate wellness contracts. Transactional streams include personal training packages ($60-$95/session) and massage therapy ($20-$105/session). Go-to-market is direct-to-consumer via website, phone, in-person walk-ins, and a free 7-day trial, supplemented by a B2B corporate wellness sales motion anchored by the facility's Cortex location. 2025 operating metrics included 6,000+ personal training sessions, 1,200+ massage therapy hours, nearly 25,000 registered class participants, and 130+ monthly group exercise classes.

Name

Move by BJC

Legal name

Move by BJC

Website

https://movebybjc.org

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Move by BJC is an 18,000 sq.ft. fitness center in St. Louis's Cortex district, operated by BJC HealthCare, offering personal training, group exercise, massage therapy, and corporate wellness programs to individual members, adults 55+, and local employer partners.

Ownership category

akta.pro rank

Product category

Fitness Center Services

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industries

Functional Fitness & Mobility Training (HSADAAAD), Functional Fitness / Cross-Training Groups (HSADABAH), Senior/Low-Impact Group Fitness (HSADABAI), Online/Remote Personal Training & Programming (HSADAAAM)

Keywords

• Fitness center services
• Personal training
• Massage therapy
• Group exercise classes
• Corporate wellness programs

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Memberships: Monthly or annual membership fees for fitness center access, group exercise classes, and facility amenities
2. Personal Training Sessions: One-on-one personal training sessions sold individually or in packages (5, 10, 20 sessions) for members and non-members
3. Massage Therapy Services: Table massage and chair massage services including Swedish, therapeutic, sports, deep tissue, prenatal, trigger point, and myofascial release
4. Small Group Training Programs: 6-week structured programs with 3-5 participants covering strength, powerlifting, Olympic lifting, and other specialized training
5. Corporate Wellness Partnerships: Discounted memberships, lunch & learns, team competitions, private classes, biometric screenings, and wellness programming for corporate clients

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Move by BJC is an 18,000 sq.ft. fitness center located in the Cortex innovation district of St. Louis, Missouri. It offers individual memberships providing access to cardiovascular equipment, strength training areas, free weights, and athletic performance space. The center delivers evidence-based personal training, group exercise classes (live and Les Mills virtual), massage therapy, small group training programs, and a specialized Ageless Fitness program for adults 55+. It also provides corporate wellness partnerships for local employers.

Product overview

Move by BJC is a state-of-the-art 18,000 sq.ft. fitness center offering a comprehensive suite of fitness services including Personal Training, Massage Therapy, Group Exercise Classes (live and Les Mills virtual), Small Group Training, and a specialized Ageless Fitness Program for adults 55+. The facility provides traditional gym-based services (cardio, strength, free weights, athletic performance) combined with therapeutic services (massage, personal training) and corporate wellness partnerships. Core offerings include 130+ monthly group exercise classes, certified fitness professionals, and evidence-based programming delivered by exercise physiologists and certified trainers.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Training Evidence-based one-on-one training delivered by degreed and certified fitness professionals, sold per session or in 5/10/20-session packages to members and non-members.
• Massage Therapy Licensed massage therapy services including Swedish, therapeutic, sports, deep tissue, prenatal, trigger point, myofascial release, table massage, chair massage, and assisted stretching.
• Group Exercise Classes Live group fitness classes including Les Mills programs (BODYBALANCE, BODYCOMBAT, BODYPUMP, CORE, RPM, SPRINT) plus yoga, Pilates, Zumba, HIIT, Spinning, and other formats offered 130+ times per month.
• Les Mills Virtual Classes Cinematic-quality virtual group exercise classes including BODYATTACK, BODYBALANCE, BODYCOMBAT, THE TRIP, LES MILLS GRIT, SPRINT, RPM, SH'BAM, and LES MILLS BARRE.
• Small Group Training 6-week instructor-led programs in groups of 3-5 trainees covering strength training, powerlifting, Olympic lifting, balance, coordination, proprioception, and active recovery.
• Ageless Fitness Program Specialized subscription fitness program for adults ages 55+ offering functional fitness, strength, tai chi, yoga/stretch, Zumba Gold, and balance/coordination classes with dedicated assessment and orientation.
• Corporate Wellness B2B employee health services for local companies including discounted memberships, lunch & learns, team competitions, private classes, chair massage, personal training, nutritional counseling, and biometric screenings.
• Fitness Center Facility Access 18,000 sq.ft. facility with cardio equipment with personal TVs, LifeFitness/Hammer Strength/Rogue strength equipment, free weights (5-100 lbs), 60-yard turf track with athletic performance gear, three studios (Spinning, group exercise, mind/body), massage rooms, and a retail store.

Quantifiable outcome

• Over 6,000 personal training sessions completed in 2025
• +5 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered core and minor.

• BoeingcoreGTM or Marketing PartnerCorporate wellness partnership providing employee health services including discounted memberships, wellness programming, and biometric screenings for Boeing employees.
• MicrosoftcoreGTM or Marketing PartnerCorporate wellness partnership offering employee fitness and wellness services to Microsoft staff in the St. Louis area.
• AONminorGTM or Marketing PartnerCorporate wellness partnership providing employee health and wellness services.
• Washington University Physical TherapyminorStrategic or Co-development PartnerStrategic partnership for physical therapy and rehabilitation services integration.
• CortexcoreGTM or Marketing PartnerLocated within the Cortex innovation district, providing fitness services to Cortex member companies and their employees.
• BuckinghamminorGTM or Marketing PartnerCorporate wellness partnership for Buckingham employees.
• Les MillscoreTechnology or IntegrationLicensed provider of Les Mills virtual and live group exercise classes including BODYATTACK, BODYBALANCE, BODYCOMBAT, RPM, SPRINT, GRIT, and other Les Mills programs.
• Ab MauriminorGTM or Marketing PartnerCorporate wellness partnership.
• AscendminorGTM or Marketing PartnerCorporate wellness partnership.
• CICminorGTM or Marketing PartnerCorporate wellness partnership through Cortex innovation community.
• GreensfelderminorGTM or Marketing PartnerCorporate wellness partnership for law firm employees.
• Kennedy Hunt LawminorGTM or Marketing PartnerCorporate wellness partnership for law firm employees.
• LSEMminorGTM or Marketing PartnerCorporate wellness partnership.
• FilamentminorGTM or Marketing PartnerCorporate wellness partnership through Cortex.
• VIRminorGTM or Marketing PartnerCorporate wellness partnership.
• WUGENminorGTM or Marketing PartnerCorporate wellness partnership.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Wellable: Wellable is a corporate wellness platform that partners with on-site and near-site fitness providers; comparable to Move by BJC's corporate wellness offering in the B2B employee-wellness segment.
• StretchLab: StretchLab offers assisted-stretching services as a focused specialty; its 1:1 assisted stretch offering directly overlaps with Move by BJC's 15- and 30-minute assisted stretch sessions and recovery/massage services.
• Massage Heights: Massage Heights is a membership-based therapeutic massage franchise; closely comparable to Move by BJC's licensed massage therapy services (Swedish, deep tissue, sports, myofascial release) and the recurring-revenue, multi-pack pricing model.

Broad incumbents

• LifeTime Fitness: LifeTime is a national premium fitness operator offering personal training, group classes, spa, and corporate wellness at scale; Move by BJC operates as a single premium site in a comparable niche with overlapping services but at a much smaller footprint.
• Equinox: Equinox is a high-end urban fitness brand combining personal training, group classes, and recovery services; Move by BJC competes in the same premium, programming-led category but at a local rather than national scale.
• HealthFitness (a Trustmark company): HealthFitness operates corporate fitness centers, on-site wellness, and population health programs for employers — directly comparable to Move by BJC's B2B corporate wellness channel and the population-health positioning enabled by BJC affiliation.

Regional players

• YMCA of Greater St. Louis: YMCA of Greater St. Louis operates the closest membership-based fitness and wellness facilities in the same metro, including senior programming comparable to Move by BJC's Ageless Fitness program — a primary local competitor.

Direct peers

• Wellbridge Athletic Clubs: Wellbridge operates premium, full-service athletic clubs with personal training, group exercise, and spa/massage services in a similar mid-size, single-metro footprint — directly comparable in service mix, premium positioning, and member experience to Move by BJC.
• Orangetheory Fitness: Orangetheory is a national small-group personal training franchise offering structured, instructor-led workouts with measurable outcomes — directly comparable to Move by BJC's small-group training programs and personal training packages.
• F45 Training: F45 delivers small-group functional fitness classes as a franchise model; highly comparable to Move by BJC's 6-week small group training programs (strength, Olympic lifting, functional training) in terms of format, duration, and target member.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MoveByBJC
• Facebookfacebook.com/MoveByBJC
• LinkedInlinkedin.com/company/movebybjc

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Move by BJC