Core Fitness

What Core Fitness does

Core Fitness Club is a privately held, single-location fitness facility operating from 1141 Robert M Grissom Parkway in Myrtle Beach, South Carolina. Founded in 2012, the company runs a multi-program boutique gym offering CrossFit classes (delivered through a co-located partnership with CrossFit UpDog), a dedicated Stotts Pilates Reformer Studio, one-on-one personal training, group exercise classes (including Total Body Lift, Barre, Shred, Bootcamp, Indoor Cycling), Olympic Lifting, Boot Camp, a senior-focused FITT 4 LIFE program (Age 65+), and a standalone Nutrition Coaching service led by Head Nutrition Coach Donnie. The gym claims to be "trusted and loved by hundreds of South Carolina residents" and explicitly positions community, alongside fitness and nutrition, as its core operating principle.

The service architecture relies on standard fitness equipment (machines, free weights, cardio) supplemented by Stotts Pilates Reformer machines. Operations are powered by PushPress gym management software, which handles scheduling, membership management, digital check-in, contact forms, and member communications. No proprietary technology platform, mobile app beyond standard PushPress functionality, public API, or AI/ML capability is disclosed. The website (gotcore.com) and organic social channels (Facebook, Instagram, TikTok, YouTube) serve as the primary digital surface, supplemented by local SEO and SMS messaging for trial offers.

The business model is direct-to-consumer recurring membership. Revenue is generated through monthly subscription tiers (Basic, Classic, CrossFit Membership, and Pilates Membership) at undisclosed prices, supplemented by $15 gym day passes, $20 CrossFit drop-ins, a $300 ten-visit Flexi-Pass valid for 12 months, a $199 21-day unlimited trial pass, a $50/week Move Membership, personal training, and nutrition coaching. Go-to-market relies on free tours, free trial classes, word-of-mouth, and digital/local marketing. The company has no disclosed institutional investors, funding rounds, M&A activity, or expansion beyond a single Myrtle Beach storefront.

Name

Core Fitness

Legal name

Core Fitness Club

Website

https://gotcore.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Core Fitness Club is a privately held, single-location fitness facility in Myrtle Beach, SC offering CrossFit, Pilates Reformer, personal training, group exercise, Olympic lifting, Boot Camp, and nutrition coaching to hundreds of local residents via recurring memberships and drop-in access.

Ownership category

akta.pro rank

Product category

Fitness and wellness services

NAICS

Fitness and Recreational Sports Centers (71394)

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), General Personal Training (In-Person & Virtual) (HSADAAAA), Strength & Conditioning Bootcamps (HSADABAB), Senior/Low-Impact Group Fitness (HSADABAI)

Keywords

• Group fitness classes
• CrossFit gym services
• Pilates reformer studio
• Personal training programs
• Nutrition coaching services

Headquarters

HQ city

Myrtle Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Memberships: Recurring monthly membership fees for access to gym facilities, group exercise classes, and various program tiers (Basic, Classic, CrossFit, Pilates add-on). Memberships provide accountability and encourage consistent training.
2. Drop-in Passes: One-time fees for out-of-town visitors or non-members to access the gym floor ($15 Gym Day Pass) or participate in CrossFit classes ($20 CrossFit Drop In).
3. Flexi-Passes: 10-visit class pass for $300, valid for 12 months, providing flexible access without a monthly commitment.
4. Trial Passes: 21 Day Unlimited Trial Pass for $199, providing access to all classes for 21 days as an entry point to membership.
5. Personal Training: One-on-one customized training sessions with certified trainers, tailored to individual goals.
6. Nutrition Coaching: Personalized nutrition coaching programs led by Head Nutrition Coach Donnie, focusing on developing life-long healthy eating habits.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Core Fitness Club is a single-location fitness studio in Myrtle Beach, SC that sells recurring monthly memberships and per-visit passes for access to group exercise classes, CrossFit programming (at co-located CrossFit UpDog), a Stotts Pilates Reformer Studio, personal training, boot camp, Olympic lifting, senior fitness (FITT 4 LIFE), and nutrition coaching. The facility also offers free tours, free trial classes, and drop-in passes to attract travelers and convert prospects into members.

Product overview

Core Fitness Club is a multi-program fitness facility offering a unified platform of exercise services. The core offering centers on group fitness programs including CrossFit Classes (at CrossFit UpDog), Group Exercise Classes, Boot Camp, Olympic Lifting, and a specialized FITT 4 LIFE Senior Program. These are supplemented by Personal Training for one-on-one coaching and a standalone Nutrition Coaching program. The studio also features a dedicated Pilates Reformer Studio with Stotts equipment as a separate add-on membership. Membership tiers progress from Basic (equipment access) to Classic (adds group classes) to CrossFit Membership (adds unlimited CrossFit). Drop-In Passes and trial passes serve casual visitors. All programs emphasize community support and scalable workouts for all fitness levels.

Differentiator

Problem solved

Functional benefit

Brands

• CrossFit UpDog: CrossFit program operated inside Core Fitness Club at their Myrtle Beach location, offering functional fitness and high-intensity training classes.

Products and services

• Pilates Reformer Studio State-of-the-art Stotts Pilates Reformer Studio offering private and group reformer classes designed to enhance posture, tone muscles, and improve body alignment. Includes 5 private sessions followed by group classes. Targets individuals seeking low-impact, core-focused workouts.
• CrossFit Classes High-intensity functional fitness program offered at CrossFit UpDog inside Core Fitness Club, combining strength-building exercises with endurance-boosting activities. Includes scalable workouts for beginners to seasoned athletes and is run by certified trainers throughout the day.
• Personal Training One-on-one customized fitness plans with certified trainers providing personalized strength training, cardio, and mobility exercises within 60-minute sessions tailored to individual goals such as weight loss, muscle gain, or improved endurance.
• Group Exercise Classes Variety of group fitness classes including Total Body Lift, Barre, Shred, Bootcamp, High/Burn & Build, and Indoor Cycling. Classes run 45 minutes to 1 hour and are designed for all fitness levels with social motivation.
• Nutrition Coaching Personalized nutrition coaching program led by Head Nutrition Coach Donnie, focusing on developing life-long sustainable eating habits as the foundation of wellness. Includes a free consultation.
• Boot Camp High-energy circuit training, HIIT, and bodyweight movement classes designed to burn fat and build strength. One-hour sessions combining cardio, strength, and endurance exercises.
• Olympic Lifting Expert-led program for mastering Olympic lifts including snatch and clean & jerk. Includes barbell drills, strength training, mobility exercises, and technique refinement under certified coaches.
• FITT 4 LIFE Senior Program Specialized fitness program designed for senior citizens aged 65 and over, focusing on balance, mobility, strength improvement, and quality of life through adapted exercises.
• Drop-In Passes Day passes for visitors and travelers including Gym Day Pass at $15 for access to equipment and group classes, and CrossFit Drop-In at $20 for single CrossFit class access. Provides flexible, short-term access without monthly commitment.

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• CrossFit UpDogcoreStrategic or Co-development PartnerCrossFit UpDog operates inside Core Fitness Club, offering CrossFit classes at the facility. This co-located partnership provides CrossFit programming as part of Core Fitness's comprehensive fitness offerings, with classes running throughout the day with certified trainers.
• PushPresscoreTechnology or IntegrationPushPress provides gym management software powering Core Fitness Club's website, membership management, class scheduling, digital check-in, and member communications. The gym's contact forms, membership pricing requests, and class booking are all powered by PushPress.

Scale indicators1 record

Recent moves6 records

Expansion highlights3 records

Direct peers

• F45 Training: Functional fitness / cross-training franchise offering group-based HIIT and strength workouts in a boutique studio format. Highly comparable to Core Fitness's CrossFit and Boot Camp programming and its multi-class group fitness model.
• Club Pilates: Specialty Pilates Reformer franchise with group-based reformer classes. Directly comparable to Core Fitness's dedicated Stotts Pilates Reformer Studio offering, including pricing tiers and add-on membership structure.
• Title Boxing Club: Boutique boxing-inspired fitness franchise with group classes and personal training. Comparable as a multi-program boutique studio with tiered memberships and community-driven retention.
• Burn Boot Camp: Bootcamp-focused group fitness franchise emphasizing HIIT, strength, and community. Closely aligned with Core Fitness's Boot Camp program and group-conditioning positioning.
• CrossFit (corporate / affiliated gyms): CrossFit UpDog operates inside Core Fitness as a co-located affiliate, making CrossFit methodology and its affiliated gym network the most direct comparable for the company's flagship functional-fitness programming.

Broad incumbents

• Planet Fitness: Low-cost, high-volume fitness chain serving a different price tier. Comparable as a substitute option for price-sensitive Myrtle Beach consumers weighing gym membership decisions.
• Orangetheory Fitness: Established group-fitness franchise offering structured coached workouts combining cardio, strength, and performance tracking. Comparable to Core Fitness's group-exercise and personal-training programming, with broader geographic footprint.
• Anytime Fitness: 24/7 franchise fitness club with broad program offerings and group training options. Comparable as a competing membership-based fitness operator in the same regional market.
• Gold's Gym: Iconic fitness chain offering memberships, group classes, and personal training across a wide range of modalities. Comparable as a broad incumbent competitor in the same Myrtle Beach fitness market.

Regional players

• Pure Pilates / local boutique Pilates studios: Independent and small-chain Pilates Reformer studios operating in regional markets. Comparable as a direct competitor to Core Fitness's Reformer add-on offering from a localized-boutique perspective.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GotCore
• Facebookfacebook.com/MyrtleBeachCoreFitness

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 Core Fitness