Active&Fit
Active&Fit Direct, a subsidiary of American Specialty Health Incorporated, is a B2B2C fitness membership program providing access to 12,800+ standard gyms and 10,200 premium studios at $28/month, distributed exclusively through employer groups, health plans, and associations across the United States.
- Company typePrivate
- Founded1987
- HeadquartersSan Diego, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
Active&Fit firmographics
Firmographics- Name
- Active&Fit
- Legal name
- American Specialty Health Incorporated
- Website
- https://activeandfitdirect.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Active&Fit Direct, a subsidiary of American Specialty Health Incorporated, is a B2B2C fitness membership program providing access to 12,800+ standard gyms and 10,200 premium studios at $28/month, distributed exclusively through employer groups, health plans, and associations across the United States.
- Ownership category
- akta.pro rank
Active&Fit industry classification
Industry- Product category
- Corporate Fitness Benefits
- NAICS
- Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Online/Remote Personal Training & Programming (HSADAAAM)
- akta.pro secondary industry
- Weight Loss & Body Transformation Training (HSADAAAC)
Keywords
Where Active&Fit is headquartered
LocationHeadquarters
- HQ city
- San Diego
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Active&Fit business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Standard Gym Membership Fees: Monthly subscription fees charged to primary account holders for access to standard gym network. Base rate of $28/month plus $28 enrollment fee. Additional gym memberships available at $23/month ($5 discount per additional location).
- Premium Studio Membership: Members can access premium exercise studios with 20-70% discounts at most locations. Premium memberships have varying fees above the standard $28/month rate.
- Spouse/Domestic Partner Enrollment: Primary account holders can add spouses or domestic partners (18+) for additional monthly fees, providing additional recurring revenue per household.
- Marketplace Commissions: Marketplace offers products from fitness brands at discounted rates; ASH likely receives commissions on sales through the marketplace platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard Gym Membership at $28/month |
| Subscription | Monthly | Additional Gym Memberships at $23/month |
| Subscription | Monthly | Premium Exercise Studios with 20-70% discounts |
| Subscription | Monthly | Active&Fit Now (Public Alternative) at $32/month |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
Active&Fit product offering
Product offeringCore offering
Active&Fit Direct is a low-cost fitness membership program that gives members access to a nationwide network of 12,800+ standard gyms and 10,200+ premium exercise studios for $28 per month, with bundled digital wellness tools including 15,000+ on-demand workout videos, the Active&Fit Connected! activity tracker integration, telephonic well-being coaching, and a marketplace offering discounts on fitness brands. The program is distributed exclusively through sponsoring organizations such as employers, health plans, and associations, with a separate public alternative called Active&Fit Now offered to non-eligible individuals.
Product overview
Active&Fit Direct is a fitness membership program platform offering access to a nationwide network of gyms and premium exercise studios through employers, health plans, and benefit hubs. The core product is the Active&Fit Direct Program ($28/month for standard gyms), which integrates with the Standard and Premium Fitness Networks (12,700+ standard gyms; 8,700+ premium studios with 20%-70% discounts). Key supporting products include the Active&Fit Direct Connected! tool (activity tracking from 250+ wearables), the Digital Workout Video Library (12,000+ free on-demand videos), Well-Being Coaching (telephonic coaching on fitness/nutrition/stress/sleep/GLP-1), the Marketplace (discounts on fitness brands), and spouse/domestic partner membership options. An affiliated public alternative, Active&Fit Now, is available for $32/month for non-eligible individuals.
Differentiator
Problem solved
Functional benefit
Brands
- Active&Fit Now: A public fitness program available for $32 per month with 8,100+ gyms, offered to those not eligible for Active&Fit Direct.
- Active&Fit Direct Connected!
Products and services
- Active&Fit Direct Program Flexible, affordable fitness membership program offered through employers, health plans, and benefit hubs. For $28/month, members choose from 12,800+ standard gyms and 10,200+ premium studios with 20%-70% discounts at most locations, with no long-term contracts and the ability to switch gyms or cancel anytime after a 2-month introductory period. Available exclusively to eligible members through sponsoring organizations.
- Active&Fit Now Public-facing fitness membership program for individuals not eligible for Active&Fit Direct through an employer, health plan, or sponsoring organization. Provides access to 8,100+ standard gyms for $32 per month, with no long-term contracts. Operates as a separate brand under American Specialty Health Incorporated.
- Active&Fit Direct Marketplace E-commerce marketplace available to Active&Fit Direct members offering 10%-50% discounts on third-party health and fitness brands including Adidas, New Balance, Fitbit, Garmin, Nutribullet, and Therabody. Vendors, products, and discounts are subject to change and not all program sponsors offer the marketplace.
- Spouse/Domestic Partner Membership Optional add-on enrollment allowing primary Active&Fit Direct members to add their spouse or domestic partner (18 years or older) for additional monthly fees. Fees vary based on fitness center selection.
Quantifiable outcome
- Access to 12,800+ gyms nationwide at $28/month
- +4 more outcomes
Companies that use Active&Fit
Customer profileSegments3 records
Ideal customer profiles3 records
Active&Fit technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability2 records
Feature4 records
Active&Fit partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and supporting.
- Fitness Center NetworkcoreActive&Fit Direct contracts with thousands of fitness centers across the US, including standard gyms and premium exercise studios. The network includes conventional health clubs, yoga studios, cycling studios, Pilates studios, and boutique exercise studios. Members can access 12,800+ standard gyms and 10,200+ premium studios through their membership.
- Program Sponsors (Employers, Health Plans, Associations)coreThe program is offered through hundreds of organizations including employer groups, associations, insurance companies, health plans, and other sponsoring organizations. These sponsors make the Active&Fit Direct program available to their eligible populations as a wellness benefit.
- YouTubesupportingLive workout classes are streamed through YouTube. The platform hosts publicly available fitness content that can be viewed by both Active&Fit Direct members and non-members.
- Facebook/MetasupportingLive workout classes are streamed through Facebook. Users can follow @MyActiveandFit to access fitness content and live classes.
- Wearable Fitness Tracker EcosystemsupportingThe Active&Fit Connected! feature integrates with over 250 wearable fitness trackers and apps, allowing members to sync their activity data for tracking purposes. Compatible brands include Fitbit, Garmin, and other major fitness device manufacturers.
- Fitness Brand Partners (Marketplace)supportingMarketplace offers products from brands including Adidas, New Balance, Fitbit, Garmin, Nutribullet, and Therabody with 10-50% discounts for Active&Fit Direct members.
- American Specialty Health Incorporated (ASH)coreActive&Fit Direct is provided by American Specialty Health Fitness, Inc., a subsidiary of American Specialty Health Incorporated. ASH is the parent company providing the infrastructure, network contracts, and administrative support for the program. ASH was founded in 1987.
Scale indicators7 records
Recent moves1 record
Expansion highlights6 records
Active&Fit competitors and assessment
Company assessmentBroad incumbents
- Personify Health (formerly Virgin Pulse): Personify Health is a leading enterprise wellness and health-benefits platform combining Virgin Pulse with HealthComp. It overlaps with Active&Fit Direct through employer-channel wellness programs, but offers a much broader portfolio spanning well-being, navigation, and benefits administration rather than specializing in gym-network access.
- Castlight Health: Castlight Health provides health benefits navigation and well-being programs to employers and health plans. It intersects with Active&Fit Direct through health-plan-sponsored wellness benefits but is broader in scope, focused on healthcare transparency and utilization rather than gym access.
- Limeade: Limeade is an employee experience platform focused on well-being, engagement, and inclusion for enterprise customers. It overlaps with Active&Fit Direct's employer-channel wellness distribution but does not specialize in fitness-network aggregation.
- Peloton: Peloton is a connected fitness platform offering equipment, streaming classes, and the Peloton App. It does not aggregate a third-party gym network but competes for member share-of-wallet and employer-wellness relationships, with overlapping digital content and coaching offerings.
Direct peers
- Wellable: Wellable is a corporate wellness platform that offers gym-network access, activity tracking, and challenges to employers. It directly overlaps with Active&Fit Direct's employer-channel distribution, wearable integration, and monthly subscription model.
- ClassPass: ClassPass provides access to a network of fitness studios and gyms via a monthly subscription with class credits. While its historical model is consumer-led, it has expanded into corporate benefits, directly overlapping with Active&Fit Direct's premium-studio discount offering and B2B2C distribution model.
- Peerfit: Peerfit delivers fitness network access to employer groups, health plans, and insurance carriers through subscription-based memberships. It competes directly with Active&Fit Direct in the employer-sponsored fitness benefits category, with a similar B2B2C go-to-market motion.
- Wellhub (formerly Gympass): Wellhub is the global market leader in corporate fitness benefits, offering employers a network of gyms, studios, and wellness apps. It directly competes with Active&Fit Direct on the same B2B2C distribution model and gym-network aggregation approach, with comparable pricing and sponsor relationships.
- OneFit: OneFit provides multi-gym subscription access through employer and consumer channels. Its network-based membership model and flexible gym-switching proposition are directly analogous to Active&Fit Direct's core offering, though with a stronger international footprint.
Emerging players
- Apple Fitness+: Apple Fitness+ is Apple's subscription fitness content service integrated with Apple Watch. While it does not offer gym-network access, it competes for the same employer-wellness dollar and member's fitness time, and represents the kind of consumer-tech entrant that could pressure traditional network aggregators.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Active&Fit social profiles
Digital presenceActive&Fit compliance and trust
Trust signalCompliance1 record
Active&Fit financial estimates
Financial estimateRevenue estimate
Valuation estimate
Active&Fit leadership team
Management profileNumber of profiles
Active&Fit subsidiaries and ownership
Company hierarchySubsidiaries1 record
Active&Fit funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Active&Fit M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Active&Fit
What does Active&Fit do?
Active&Fit Direct is a low-cost fitness membership program that gives members access to a nationwide network of 12,800+ standard gyms and 10,200+ premium exercise studios for $28 per month, with bundled digital wellness tools including 15,000+ on-demand workout videos, the Active&Fit Connected! activity tracker integration, telephonic well-being coaching, and a marketplace offering discounts on fitness brands. The program is distributed exclusively through sponsoring organizations such as employers, health plans, and associations, with a separate public alternative called Active&Fit Now offered to non-eligible individuals.
Is Active&Fit a public or private company?
Active&Fit is a private company. It is classified as corporate owned and is currently operating.
When was Active&Fit founded?
Active&Fit was founded in 1987. It employs 11 to 50 people.
Where is Active&Fit based?
Active&Fit is headquartered in San Diego, United States, in the North America region.
How does Active&Fit make money?
Four revenue lines are on record. Standard Gym Membership Fees are the primary driver. The others are premium Studio Membership, spouse/Domestic Partner Enrollment and marketplace Commissions.
Who are Active&Fit's main competitors?
Broad incumbents on record are Personify Health (formerly Virgin Pulse), Castlight Health, Limeade and Peloton. Direct peers are Wellable, ClassPass, Peerfit, Wellhub (formerly Gympass) and OneFit. Apple Fitness+ is listed as an emerging player.
Does Active&Fit have an API?
No public API is recorded for Active&Fit.
What industry is Active&Fit in?
Active&Fit's product category is Corporate Fitness Benefits. Its primary akta.pro industry code is HSADAAAM, Online/Remote Personal Training & Programming, with a secondary code of HSADAAAC, Weight Loss & Body Transformation Training. Its NAICS code is 71394 and its SIC code is 7997.