Dragon Fire

What Dragon Fire does

Dragon Fire is a privately-held, founder-operated service business based in Duarte, California, delivering integrated fitness, martial arts, and dog-training programs to consumers and small groups across Southern California. The company offers three core product lines — Impact Martial Arts & Fitness (a freestyle curriculum blending Filipino, Japanese, Chinese, Korean, and Thai traditions with belt progression), the Alpha P.A.L.S. K-9 and Owner Fitness program (which fuses canine obedience training with owner fitness), and outdoor functional fitness boot camps built around MRT/HIIT — supplemented by board training, day care, nutritional coaching (including the Advocare 24 Day Challenge), and H.I.D.E. home-defense clinics for corporate and private clients.

The underlying technology is non-proprietary: Dragon Fire operates a service-based model relying on trained methodologies and instructor-led sessions rather than software platforms, AI systems, or hardware products. Distribution occurs through direct phone/email inquiries, free group sessions for prospect conversion, scheduled outdoor orientations, and a Patreon subscription community for online engagement. Revenue is generated primarily through professional-services pricing — board training packages ranging from $835 (3-day) to $3,500 (2-week), monthly personal/semi-personal training commitments, $25 drop-in group fees, and recurring Patreon subscriptions — with all pricing publicly disclosed and assessments used as the primary sales qualification mechanism.

The business is entirely founder-dependent, with 1–10 employees led by sole creator Robbie Alexander (NSCA-CPT, APDT), who began teaching in 1989 and launched Impact Martial Arts & Fitness in 2002. Customers are predominantly individual SMB consumers in the Monrovia/Duarte/Azusa radius, with one disclosed professional athlete testimonial (pro golfer Brett Kennedy). The company maintains no institutional funding, no patents, no public listing, and no third-party technology integrations beyond Patreon.

Name

Dragon Fire

Legal name

Dragon Fire

Website

https://mydragonfire.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Dragon Fire is a founder-led Duarte, California service business delivering integrated martial arts, functional fitness, and dog-training programs to individual consumers and small groups across Southern California via outdoor park sessions and a Patreon community.

Ownership category

akta.pro rank

Headquarters

HQ city

Duarte

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Personal and Semi-Personal Training Sessions: One-on-one training sessions and small group sessions (up to 6 clients) offered at outdoor locations or client homes. Provides tailored fitness, dog training, or martial arts instruction.
2. Board Training Programs: Overnight dog training programs where dogs stay for intensive obedience and socialization training. Packages include Three Days ($835), One Week ($1750), and Two Weeks ($3500) with included personal follow-up sessions for owners.
3. Group Fitness and Training Classes: Group training sessions with 7-20 clients per class, including boot camps, functional fitness, martial arts, and active dog training. Monthly commitment required with $25 drop-in fee for non-committed attendees.
4. Nutritional Coaching and Advocare Products: Nutritional clinics and the Advocare 24 Day Challenge wellness program for nutrition and supplementation guidance.
5. Patreon Online Community: Monthly subscription community offering articles, motivational videos, live sessions, group training challenges, and Dragon Fire merchandise incentives.
6. Day Care and Boarding Services: Non-training overnight boarding for dogs with walks, behavior reviews, and feeding. Day care drop-off between 6-8am, pickup by 7pm.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Dragon Fire is a service-based fitness, dog training, and self-defense company that delivers in-person training programs and outdoor group classes to Southern California residents. Its core revenue-generating offerings are personal and small-group training sessions, the proprietary Alpha P.A.L.S. K-9 and Owner Fitness program, Impact Martial Arts & Fitness instruction, functional fitness boot camps, and board-and-train dog programs. Programs are sold directly to individual consumers via assessment-based enrollment, with supplementary revenue from a Patreon online community and Advocare nutritional products.

Product overview

Dragon Fire is a service-based fitness and training company offering an integrated portfolio of martial arts, dog training, and functional fitness programs. The core offerings include the Impact Martial Arts & Fitness program (teaching multiple martial arts styles with belt progression), the Alpha P.A.L.S. K-9 and Owner Fitness program (combining dog obedience training with owner fitness), and functional fitness boot camps. These are supplemented by board training for dogs, nutritional coaching through the Advocare 24 Day Challenge, MRT/HIIT training sessions, personal and semi-personal training, and home defense education programs. The programs are offered primarily in the Southern California areas of Duarte, Monrovia, and Azusa, with outdoor training at local parks and community support through Patreon.

Differentiator

Problem solved

Functional benefit

Brands

• Alpha P.A.L.S. Alpha P.A.L.S. (Patient and Assertive Leadership System) K-9 and Owner Fitness program combining dog obedience training with owner fitness training.
• Dragon Fire: Finding Your Personal Best
• Impact Martial Arts & Fitness

Products and services

• Alpha P.A.L.S. K-9 and Owner Fitness Program The Alpha P.A.L.S. (Patient and Assertive Leadership System) program combines dog obedience training with owner fitness. It teaches owners how to gain control over their dogs while using dog walking and running for physical exercise, covering basic to intermediate commands, behavior management, handling skills, and communication techniques. Designed for active dog owners who want to train their pet while exercising themselves.
• Board Training (Obedience and Socialization Camp) Intensive overnight dog training programs where dogs stay at the facility to learn obedience and socialization skills. Available in 3-day ($835), 1-week ($1,750), or 2-week ($3,500) durations, each including basic etiquette training, skill instruction, and complimentary personal follow-up sessions for the owner.
• Impact Martial Arts & Fitness A science-based martial arts and self-defense training program covering Filipino, Japanese, Chinese, Korean, and Thai martial arts styles. The program includes fitness conditioning, belt ranks progression to black belt, and the Dragon Fire success philosophy emphasizing courage, self-respect, and disciplined lifestyle.
• Active Shooter/Home Invasion Defense Education (H.I.D.E.) Family defense program teaching practical approaches for running, hiding, and fighting during active shooter and home invasion situations, aligned with Department of Homeland Security and OSHA guidelines. Available for corporate groups or private sessions.
• Functional Fitness Boot Camps Outdoor group training sessions held at Royal Oaks Extension Park and Encanto Park in Duarte, including Sunday Funday Morning Group Training and Thursday FUNctional Evenings in the Park. Focus on improving abilities to sit, stand, walk, run, and swim for athletic body development, with 7-20 clients per class and monthly commitment required.
• Personal Training Sessions One-on-one training sessions with Coach Robbie, limited to one client per session, designed for individuals seeking personalized fitness, martial arts, or dog training guidance. Monthly commitment required; pricing provided after assessment consultation.
• Semi-Personal Training Sessions Small group training sessions with up to six clients per session, offering more personalized attention than regular group classes while maintaining affordability. Pricing provided after assessment consultation.
• Dragon Fire: Finding Your Personal Best (Book) A self-published book by Robbie Alexander serving as a platform for applying his unique approach to physical and mental success, helping readers achieve their definition of success through step-by-step guidance.
• Dog Day Care Day care service where dogs can be dropped off between 6-8am and picked up by 7pm. Includes walking, behavior etiquette review, and feeding (food provided by owner) in a fun and safe environment.
• Dog Boarding (Non-Training) Overnight, weekend, or weekly boarding for dogs when owners need to travel. Walks are based on the dog's specific behavioral challenges and needs.
• Advocare 24 Day Challenge A nutrition and wellness coaching program designed to improve eating habits and supplementation for achieving fitness goals. The program focuses on nutritional education and helping participants experience results from nutritional adjustments.
• Dog Assessment Package Three assessment sessions with Coach Robbie to evaluate the owner, their goals, family situation, and dog to design a custom training program. The assessment can also serve as a canine selection package to determine the best breed or puppy temperament for a family.

Quantifiable outcome

• Adults using the martial arts and fitness program to lose weight drop an average of 25 pounds and keep it off
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Petco Dog Training: Largest US retail-based dog obedience training service. Comparable to Dragon Fire's Alpha P.A.L.S. K-9 training and board training programs, but operates at national scale inside Petco stores with lower price points.
• Camp Bow Wow: National franchised dog daycare and boarding chain with add-on training services. Comparable to Dragon Fire's dog day care, boarding, and board training packages, but with purpose-built facilities and franchise scale.
• iLoveKickboxing: National kickboxing-focused fitness franchise combining martial arts technique with HIIT-style group workouts. Comparable to Dragon Fire's blend of martial arts conditioning and metabolic resistance training in a group class format, but at multi-state franchise scale.
• Orangetheory Fitness: National heart-rate-based group training franchise combining cardio and strength intervals. Comparable to Dragon Fire's MRT/HIIT programming and group boot-camp model, but with proprietary technology (OTbeat heart rate monitors) and a national footprint Dragon Fire lacks.
• CrossFit: Global strength-and-conditioning brand built on community-driven functional fitness, similar to Dragon Fire's boot-camp culture and Patreon-style community engagement, but with thousands of affiliate gyms and standardized methodology.
• F45 Training: F45 Training is a global franchised functional fitness brand offering 45-minute group HIIT workouts. Like Dragon Fire, it centers on functional fitness, HIIT, and metabolic training in group settings, but operates at vastly larger scale via franchisees.
• Tiger Schulmann's Martial Arts: Large US martial arts franchise offering karate, kickboxing, and self-defense for adults and children. Comparable to Dragon Fire's Impact Martial Arts & Fitness and self-defense conditioning programs, but at a national franchised scale with belt-rank curricula.

Direct peers

• Bark Busters Home Dog Training: Franchised in-home dog training service delivering obedience and behavior modification at the client's home. Closely comparable to Dragon Fire's home-visit training walks and personalized dog assessment packages, with similar trainer-delivered, owner-involved methodology.
• Krav Maga Worldwide: Self-defense training organization teaching practical survival skills across multiple threat scenarios. Highly comparable to Dragon Fire's H.I.D.E. home defense and Circles of Influence curricula, with a focus on real-world civilian protection rather than sport martial arts.

Regional players

• Zerona: Although primarily known for non-invasive body contouring, Zerona's clinic-based wellness model overlaps with Dragon Fire's Advocare 24 Day Challenge and nutritional coaching add-on streams targeting Southern California weight-loss and wellness seekers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/dfirewellness
• YouTubeyoutube.com/channel/dragonfirefunctionalfitness
• Facebookfacebook.com/dragonfirefunctionalfitness
• Instagraminstagram.com/dragonfirefunctionalfitness

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Dragon Fire