Freedom Fitness

What Freedom Fitness does

Freedom Fitness, operating legally as FreeStar Fitness, is a privately held, two-location boutique fitness operator serving the South King County submarket of the Seattle-Tacoma metro area (Burien and Federal Way, Washington). Founded in 2011 by Drew DeVry, the company offers 24/7 keyfob gym access as its core product, supplemented by personal training, group fitness programs, digital/online coaching, a structured 12-Week Transformation Program, and event-based 'Glow Party' workouts. Its member-facing technology stack is built on the third-party WellnessLiving platform for authentication and account management, with CoachEngine-powered booking widgets handling online VIP pass acquisition and class scheduling; there are no proprietary software products or AI capabilities disclosed.

The business operates a subscription/recurring revenue model with individual memberships as the foundation, augmented by recurring personal training, digital coaching, and group program fees. Pricing is not publicly disclosed. Its primary customer segment is local individual fitness consumers, with a secondary, exploratory Corporate Wellness segment referenced on the website; there are no named enterprise customers, no B2B contracts documented, and no institutional investors, parent companies, or funding rounds disclosed. The company emphasizes long-tenured member retention (since 2011), industry-low trainer turnover, and a community/'true family' culture, supported by a 4.9/5.0 Yelp rating and a 4.8 internal satisfaction score.

Distribution is fully direct-to-consumer through two physical retail locations in Burien (15830 1st Ave S b107) and Federal Way (1320 South 324th St A11), with online self-serve booking layered on top. Marketing is community-led and content-driven, relying on Yelp reviews, member transformation testimonials, and event-based word-of-mouth rather than paid acquisition; there are no partnerships, alliances, patents, or regulatory actions documented in the source material.

Name

Freedom Fitness

Legal name

FreeStar Fitness

Website

https://freedomfitnessgym.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Freedom Fitness (legal name FreeStar Fitness) is a privately held, two-location boutique gym operator in the Seattle-Tacoma South Sound area offering 24/7 keyfob access, personal training, group classes, digital coaching, and a 12-week transformation program to local individual fitness consumers.

Ownership category

akta.pro rank

Product category

Fitness Center Services

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYHSADAAAA

General Personal Training (In-Person & Virtual)

Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)

SECONDARYHSADABAH

Functional Fitness / Cross-Training Groups

Home & Personal Services/Fitness, Wellness & Personal Training/Group Fitness & Bootcamps

Keywords

• Fitness center services
• Personal training services
• Group fitness classes
• Gym membership access
• Online fitness coaching

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Memberships: Recurring monthly/annual membership fees providing 24/7 keyfob gym access, use of facilities including free weights, cardio machines, and showers. Core revenue stream from individual memberships.
2. Personal Training: One-on-one personal training services provided by certified trainers. Additional premium service layered on top of base memberships.
3. Digital/Online Coaching: Remote coaching services allowing members to receive guidance and programming beyond in-person gym access.
4. Group Fitness Programs: Group fitness classes and programs included with membership, featuring specialized offerings like Glow Party workouts.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Freedom Fitness operates two physical gym facilities in Washington State (Burien and Federal Way) offering 24/7 keyfob gym access with free weights, cardio machines, and showers. Its core offering is supplemented by group fitness programs, one-on-one personal training, digital/online coaching, and a structured 12-Week Transformation Program, plus signature Glow Party workout events. The business is positioned as a community-driven, family-oriented local fitness center serving individual consumers in the Seattle-Tacoma metropolitan area.

Product overview

FreeStar Fitness operates as a traditional fitness facility offering a unified gym experience at its two Washington state locations (Burien and Federal Way). The core product is 24/7 keyfob-access gym facilities with free weights, cardio machines, and showers. The offering is supplemented by Group Fitness Programs and Personal Training as the primary service modules, with Digital/Online Coaching and the 12-Week Transformation Program as add-on coaching options. Glow Party Workouts represent a distinctive event-based offering. The company positions its in-person gym access as the foundation, with various training and coaching programs built around it.

Differentiator

Problem solved

Functional benefit

Products and services

• 24/7 Keyfob Gym Access Round-the-clock gym access using keyfob authentication, allowing members to work out at any time outside standard business hours. Includes free weights, weight machines, treadmills, cardio equipment, and showers at both locations. Targeted at individual fitness consumers in the Burien and Federal Way communities.
• Personal Training One-on-one training sessions with certified fitness coaches (including founder Drew DeVry) for individualized workout guidance, progression, and accountability. Offered as a premium service layered on top of base gym memberships for individual members seeking structured coaching.
• Group Fitness Programs Scheduled group fitness classes and programs included with membership, providing structured workouts in a community setting alongside open gym access. Targeted at individual members who prefer group-based training and community-driven motivation.
• Digital/Online Coaching Remote coaching service that allows members to receive fitness guidance, programming, and check-ins digitally, complementing in-person training and gym access. Designed for individual members who want coaching flexibility beyond on-site sessions.
• 12-Week Transformation Program

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• LA Fitness: Large mid-tier gym chain offering memberships, group classes, and personal training across multiple U.S. markets, including the Pacific Northwest. Competes on price and breadth of amenities.
• Gold's Gym: Established national gym brand with personal training, group classes, and strength-focused programming. Competes with FreeStar for general fitness consumers at a slightly higher price tier.
• Planet Fitness: Largest low-cost gym chain in the U.S. Competes in the same Seattle-Tacoma market but at a much lower price point and scale, putting pressure on FreeStar's mid-premium positioning.

Emerging players

• CrossFit (Affiliated Gyms): Network of independently owned affiliate gyms delivering coached, group-based functional fitness. Comparable to FreeStar's group fitness and community-coaching model, with a more specialized strength-and-conditioning focus.

Direct peers

• Crunch Fitness: Mid-tier gym chain offering memberships, group fitness classes, and personal training. Operates in the same market segment and price tier as FreeStar, with comparable service mix.
• Orangetheory Fitness: Boutique group fitness studio offering coached workout classes with a defined curriculum. Competes for the same transformation-driven, results-oriented members FreeStar targets in the Seattle-Tacoma area.
• Anytime Fitness: Largest 24/7 franchised gym chain, offering keyfob access, group training, and personal training at a similar price tier. Directly comparable operating model to FreeStar's 24/7 keyfob access and community-driven positioning.
• Burn Boot Camp: Franchised group fitness and personal training concept with a strong community culture focus. Comparable in offering community-driven group training and personal training within a defined brand experience.
• F45 Training: Functional training franchise delivering 45-minute group workout classes. Closely comparable to FreeStar's group fitness and boot camp programs in concept and target customer.
• Fit Body Boot Camp: Franchised boot camp concept centered on group personal training, transformation challenges, and community. Closely mirrors FreeStar's boot camp and 12-Week Transformation Program model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/freedomfitnessgym

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 Freedom Fitness