Active&Fit

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

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

• Fitness membership program
• Gym network access
• Corporate wellness benefits
• Employer fitness benefits
• Health plan wellness

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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).
2. 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.
3. Spouse/Domestic Partner Enrollment: Primary account holders can add spouses or domestic partners (18+) for additional monthly fees, providing additional recurring revenue per household.
4. Marketplace Commissions: Marketplace offers products from fitness brands at discounted rates; ASH likely receives commissions on sales through the marketplace platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core 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

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability2 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and supporting.

• Fitness Center NetworkcoreChannel Partner/ Reseller/ DistributorActive&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)coreChannel Partner/ Reseller/ DistributorThe 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.
• YouTubesupportingTechnology or IntegrationLive 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/MetasupportingTechnology or IntegrationLive workout classes are streamed through Facebook. Users can follow @MyActiveandFit to access fitness content and live classes.
• Wearable Fitness Tracker EcosystemsupportingTechnology or IntegrationThe 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)supportingGTM or Marketing PartnerMarketplace 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)coreOthersActive&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

Broad 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

• Xx.com/myactiveandfit
• YouTubeyoutube.com/c/MyActiveandFit
• Facebookfacebook.com/MyActiveandFit
• Instagraminstagram.com/getactiveandfit

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Active&Fit