Movida
Movida is a French fitness club chain operating eight clubs across the Toulouse metropolitan area and Occitanie region, offering tiered subscription memberships (€30-€59.90/month) for gym access, group fitness classes, and aquatic activities to individuals seeking accessible, non-intimidating fitness experiences.
- Company typePrivate
- Founded2003
- HeadquartersCastanet-tolosan, France
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Movida does
Movida is a French regional fitness club chain operating eight physical locations across the Toulouse metropolitan area and the broader Occitanie region, including Montpellier and Rodez. Founded in 2003 and operated under the legal entity SAS FIRMA (share capital €114,000), the company is headquartered in Castanet-Tolosan and employs 51-100 people. Its core offering is a multi-tiered direct-to-consumer subscription membership: a Training tier at €34.90/month for basic cardio and musculation access, a Fitness tier at €49.90/month adding group classes, and an All-Inclusive tier at €59.90/month that includes aquafitness and aquatic facilities. Specialized rates are offered for students under 25 (€39.90/month) and juniors aged 13-18 (€30/month), and pay-per-session pricing is available for à la carte activities such as aquabike (€5.50), swimming lessons (€18), and baby swimming (€15).
The company's service portfolio extends across group fitness classes (BodyPump, BodyCombat, RPM, BodyBalance, Pilates, Zumba, Yoga, among others), aquatic activities (Aquagym, Aquabike, Aquacircuit, baby swimming), and personalized coaching. A sub-brand called Fit Factory operates at the Labège location. Movida positions itself against the intimidation and performance pressure of traditional gyms, emphasizing accessibility, respect, and a "motivation manufacturer" coaching culture. Distribution is direct-to-consumer via club-based sign-up and a website inquiry form, supported by organic content marketing (wellness blog), email newsletter, and social media presence on Facebook, Instagram, X, and YouTube.
Underlying technology is limited to conventional fitness equipment and facility infrastructure; there is no proprietary software platform, mobile app, API, or disclosed AI/ML capability. The company has no disclosed external investors, funding rounds, M&A activity, or partnerships, suggesting founder- or privately-held ownership. The legal entity is GDPR-compliant, and operations are overseen by publication director Daphne Delbosc.
Movida firmographics
Firmographics- Name
- Movida
- Legal name
- SAS FIRMA
- Website
- https://movidaclub.fr
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Movida is a French fitness club chain operating eight clubs across the Toulouse metropolitan area and Occitanie region, offering tiered subscription memberships (€30-€59.90/month) for gym access, group fitness classes, and aquatic activities to individuals seeking accessible, non-intimidating fitness experiences.
- Ownership category
- akta.pro rank
Movida industry classification
Industry- Product category
- Fitness Club Services
- NAICS
- Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- General Personal Training (In-Person & Virtual) (HSADAAAA)
- akta.pro secondary industries
- Cycling/Spin Classes (HSADABAE), Aqua Fitness Classes (HSADABAL), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)
Keywords
Where Movida is headquartered
LocationHeadquarters
- HQ city
- Castanet-tolosan
- HQ country
- France
- HQ region
- Europe
Offices6 records
Markets served
Movida business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Infrastructure, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Membership subscriptions: Monthly subscription-based revenue model with tiered pricing plans ranging from €34.90 to €59.90 per month, offering varying levels of access to fitness facilities, group classes, and aquatic activities.
- Per-session fees: Pay-per-session option for à la carte activities including swimming lessons, baby swimming, aquabike, and single sessions at €10 per session.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Basic gym access with cardio and musculation |
| Subscription | Monthly | Group fitness classes |
| Subscription | Monthly | Full access including aquatics |
| Subscription | Monthly | Student discount plan |
| Unit Pricing | Pay-as-you-go | Pay per session |
| Subscription | Monthly | Junior membership |
| Unit Pricing | Pay-as-you-go | Baby swimming sessions |
| Unit Pricing | Pay-as-you-go | Swimming lessons |
| Unit Pricing | Pay-as-you-go | Aquabike sessions |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Movida product offering
Product offeringCore offering
Movida operates a regional chain of 8 fitness clubs across the Toulouse metropolitan area and surrounding regions in southern France, providing tiered monthly memberships that grant access to cardio and weight training equipment, group fitness classes (BodyPump, RPM, BodyCombat, BodyBalance, Pilates, Zumba, Yoga), and aquatic activities (aquagym, aquabike, swimming lessons). The company also offers pay-per-session options for individual activities, and specialty rates for students and juniors.
Product overview
Movida is a chain of 8 fitness clubs (gyms) located across the Toulouse region and southern France, offering a multi-tiered membership system. The core offering consists of Training (gym access to free weights and cardio), Fitness (group classes), and All-Inclusive (full aquatic and land-based facilities). Members can access collective classes such as BodyPump, BodyCombat, RPM, BodyBalance, Pilates, Zumba, and Stretching, as well as aquatic activities including Aquabike, Aquagym, and swimming lessons. The clubs operate under a unified brand with individual locations in Rodez, Montpellier, Toulouse (Arcole, Gambetta), Castanet-Tolosan, and Labège. Pricing tiers range from €34.90/month for basic training access to €59.90/month for comprehensive all-inclusive coverage, with specialized rates for students and juniors.
Differentiator
Problem solved
Functional benefit
Products and services
- Movida Fitness Club Membership
- Group Fitness Classes (Cours Collectifs)
- Aquatic Fitness Activities (Activités Aquatiques)
- Aquabike Sessions
- Swimming Lessons (Natation)
- Baby Swimming (Bébés Nageurs)
- Single Session Access (à la carte entry)
Companies that use Movida
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Movida technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Movida partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights5 records
Movida competitors and assessment
Company assessmentDirect peers
- Keep Cool: French mid-market fitness chain with multi-club access and group classes as core offering. Closely comparable to Movida in price point, member experience, and emphasis on welcoming atmosphere.
- Fitness Park: Major French low-cost fitness chain with 200+ clubs nationally, operating on a similar subscription model with multi-club access. Most direct competitor to Movida on price and multi-location value proposition.
- Elancia: French fitness chain offering subscription-based access to clubs with cardio, strength, and group classes. Comparable mid-market positioning and member experience.
- Club Moving: French regional fitness chain in southern France with multi-club subscription model and group classes. Geographically overlapping with Movida in the Occitanie region.
- Neoness: French urban fitness chain offering subscription-based access to cardio, strength, and group classes at a similar mid-market price point. Comparable member demographic and multi-club access model.
- Basic-Fit: Europe's largest low-cost fitness chain with hundreds of clubs in France, offering subscription-based memberships starting under €20/month. Directly competes with Movida for value-conscious French fitness consumers, though at a lower price point and far greater scale.
- L'Orange Bleue: French fitness franchise network with 400+ clubs offering personalized coaching, group classes, and aquatics. Comparable tiered membership structure and emphasis on coaching-driven experience.
Emerging players
- Iron Bodyfit: French EMS (electrical muscle stimulation) fitness franchise focused on 25-minute strength sessions. Adjacent to Movida's personal training offering but with a differentiated technology-driven modality.
Regional players
- Wellness Sport Club: Regional fitness chain operating in select French markets outside Movida's Toulouse footprint, with similar subscription and group class model. Comparable mid-market positioning but geographically non-overlapping.
Broad incumbents
- Fitness First: International premium fitness brand with French presence, offering higher-end facilities and services. Competes with Movida's premium tier but at a significantly higher price point and broader international footprint.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Movida social profiles
Digital presenceMovida compliance and trust
Trust signalCompliance1 record
Movida financial estimates
Financial estimateRevenue estimate
Valuation estimate
Movida leadership team
Management profileNumber of profiles
Profiles1 record
Movida funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Movida 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 Movida
What does Movida do?
Movida operates a regional chain of 8 fitness clubs across the Toulouse metropolitan area and surrounding regions in southern France, providing tiered monthly memberships that grant access to cardio and weight training equipment, group fitness classes (BodyPump, RPM, BodyCombat, BodyBalance, Pilates, Zumba, Yoga), and aquatic activities (aquagym, aquabike, swimming lessons). The company also offers pay-per-session options for individual activities, and specialty rates for students and juniors.
Is Movida a public or private company?
Movida is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Movida founded?
Movida was founded in 2003. It employs 51 to 100 people.
Where is Movida based?
Movida is headquartered in Castanet-tolosan, France, in the Europe region.
How does Movida make money?
Two revenue lines are on record. Membership subscriptions are the primary driver. The others are per-session fees.
Who are Movida's main competitors?
Direct peers on record are Keep Cool, Fitness Park, Elancia, Club Moving, Neoness, Basic-Fit and L'Orange Bleue. Iron Bodyfit is listed as an emerging player. Wellness Sport Club is listed as a regional player. Fitness First is listed as a broad incumbent.
Does Movida have an API?
No public API is recorded for Movida.
What industry is Movida in?
Movida's product category is Fitness Club Services. Its primary akta.pro industry code is HSADAAAA, General Personal Training (In-Person & Virtual), with a secondary code of HSADABAE, Cycling/Spin Classes. Its NAICS code is 713940 and its SIC code is 7997.