Lagree YYC

What Lagree YYC does

Lagree YYC (legal entity: Ululo Incorporated) operates a chain of Lagree Method fitness studios in Calgary, Alberta, and positions itself as the first Lagree studio in Western Canada and the home of Canada's first certified Lagree Master Trainer, founder Kimberly Rothenberg. The core offering is the patented Lagree Method — a high-intensity, low-impact, 45-minute full-body workout performed on the proprietary Megaformer machine (a moving platform manipulated via springs, straps, and cables that provides resistance through body weight). Class formats include Light-Full Body (beginner prerequisite), Full Body, Abs n' Ass, Arms n' Ass, Mega Moms (postpartum), and a weekly Community Class donating 100% of revenue to a rotating cause; class sizes are capped at 11-13 participants per location to enable instructor corrections.

The business operates three studios (Britannia as flagship/headquarters on Elbow Drive SW, Signal Hill on Sirocco Drive SW, University District on McCaig Street NW) with a fourth Seton location announced as 'COMING SOON.' Revenue is generated across multiple tiers: subscription monthly memberships ($124.99-$399.99/month for 4 to unlimited classes), class packs (5/10/20 packs at $164.99-$579.99, all expiring after 12 months), drop-in classes ($33.99), a 2-Week Trial Pass ($79.99, Calgary residents only), private sessions ($149.99-$249.99), and instructor certification programs (Level 1 at $2,200 + GST; Lagree YYC Instructor Certification at $500-$1,000 + GST).

Distribution is direct-to-consumer via the Lagree YYC mobile app (iOS and Android), the MindBody booking platform, and ClassPass marketplace listing; marketing is anchored on Instagram, Facebook, and TikTok organic social plus a Community Program supporting 100+ Calgary organizations. Corporate wellness partnerships with Alberta Health Services and its recognized partners, plus discounted programs for full-time students, first responders, and Canadian Armed Forces/veterans, extend demand generation into institutional channels. Strategic positioning is reinforced by the studio's role as Official Fitness Sponsor of the Calgary Stampede Royalty since 2016.

Name

Lagree YYC

Legal name

Ululo Incorporated

Website

https://lagreeyyc.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Lagree YYC is a Calgary-based chain of fitness studios delivering the patented Lagree Method on Megaformer machines to general fitness consumers, with specialized programs for students, healthcare workers, first responders, and military personnel across four (soon-to-be) Calgary locations.

Ownership category

akta.pro rank

Product category

Boutique Fitness Studio

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industries

Strength & Conditioning Personal Training (HSADAAAB), Small-Group Personal Training (Semi-Private) (HSADAAAN), Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Megformer fitness studio
• Group fitness classes
• Instructor certification programs
• Monthly fitness membership
• Strength training studio

Headquarters

HQ city

Calgary

HQ country

Canada

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, Infrastructure

Revenue model

1. Class Packages & Drop-Ins: Individual drop-in classes ($33.99), 5-class packs ($164.99), 10-class packs ($309.99), and 20-class packs ($579.99). All class packages expire 12 months after purchase. Special Canada Day sale pricing is available for limited periods. Student pricing provides discounted rates ($27.99 drop-in, $129.99 for 5-pack, $244.99 for 10-pack, $459.99 for 20-pack).
2. Monthly Memberships: Recurring monthly memberships including: 4 classes/month ($124.99), 8 classes/month ($219.99), 12 classes/month ($299.99), and unlimited Monthly Membership ($399.99). All recurring contracts auto-renew monthly. The 4/8/12 class plans require a 1-month commitment with no carry-forward of unused classes. The unlimited Monthly Membership requires a 3-month commitment and can be suspended for 2-8 weeks per calendar year (with a $25 admin fee per suspension). Student Monthly Membership is $249.99/month (1 class/day, 1-month commitment, not eligible for suspension).
3. 2 Week Trial Pass: A non-recurring 14-day trial pass priced at $79.99, available only to Calgary and area residents after their first class. Permits 1 class/day. Not eligible for extension due to statutory holidays or studio closures. This acts as a conversion mechanism from free first-time users into paying customers.
4. Private Sessions: Private one-on-one sessions ($149.99), partner sessions for 2 people ($174.99), small group of 3 ($199.99), and small group of 4 ($249.99). All private session credits expire 12 months after purchase.
5. Instructor Certification Programs: Lagree YYC runs two instructor certification programs: Level 1 Lagree Fitness Certification ($2,200 + GST, 24-hour intensive over two immersive weekends, led by founder Kimberly Rothenberg) and Lagree YYC Instructor Certification (offered at $500 + GST for those who completed Level 1 at Lagree YYC, or $1,000 + GST for those who did not). These programs generate revenue from fitness professionals seeking to become certified Lagree instructors.
6. ClassPass Partnership: Lagree YYC is a ClassPass partner studio. ClassPass members can attend Lagree YYC classes using ClassPass credits, providing an additional revenue channel through the ClassPass marketplace. New ClassPass members attending their first Lagree YYC class are not entitled to Lagree YYC's free first class offer (no double dipping).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Lagree YYC operates a boutique fitness studio chain offering the Lagree Method — a high-intensity, low-impact, 45-minute full-body workout performed on the patented Megaformer machine. The studio delivers group classes (Light-Full Body, Full Body, Abs n' Ass, Arms n' Ass, Mega Moms, Community), private one-on-one and small-group sessions, monthly memberships, class packages, and instructor certification programs across multiple Calgary locations.

Product overview

Lagree YYC is a fitness studio offering the Lagree Method, a high-intensity, low-impact workout performed on the patented Megaformer machine. The core offering consists of 45-minute group fitness classes including Light-Full Body (beginner), Full Body (intense), Abs n' Ass, Arms n' Ass, Mega Moms (postpartum), and Community Classes. The studio provides instructor certification programs (Level 1 Lagree Fitness Certification and Lagree YYC Instructor Certification), and private training sessions. Membership options include drop-in classes, class packages (5, 10, 20 packs), monthly memberships (4/8/12 classes or unlimited), the 2 Week Trial Pass, Student Membership, AHS Personnel Membership, and First Responder & Military Membership. The studio operates multiple Calgary locations (Britannia, Signal Hill, University District, and upcoming Seton) and maintains a mobile app for booking and account management. Lagree YYC also runs a Community Program with weekly donation-based classes supporting various charitable causes.

Differentiator

Problem solved

Functional benefit

Products and services

• Lagree Method Group Classes High-intensity, low-impact 45-minute full-body group workout sessions on the patented Megaformer machine, offered in five formats (Light-Full Body, Full Body, Abs n' Ass, Arms n' Ass, Mega Moms). Small class sizes (max 11–13 participants) enable instructor-led form corrections. Open to general fitness consumers aged 16+ in Calgary.
• Community Classes Weekly donation-based Light-Full Body class at the Britannia studio with 100% of revenue going to the selected Community Cause partner (currently Breakthrough T1D Canada for the April–June 2026 cycle). Instructors donate their time and compensation to support the cause.
• Drop-In Classes and Class Packages Pay-as-you-go class credit packages: single drop-in ($33.99), 5-class pack ($164.99), 10-class pack ($309.99), and 20-class pack ($579.99), with student equivalents at reduced rates. All packages expire 12 months after purchase and are non-refundable, exchangeable, or transferable.
• Monthly Memberships Recurring monthly memberships with auto-renewal: 4 classes/month ($124.99), 8 classes/month ($219.99), 12 classes/month ($299.99), and unlimited Monthly Membership ($399.99, requires 3-month commitment). Includes suspension option (2–8 weeks/year at $25 admin fee per suspension) on the unlimited plan.
• 2 Week Trial Pass A non-recurring 14-day trial pass priced at $79.99, available only to Calgary and area residents after their first free class. Permits 1 class per day, with no extensions for statutory holidays or studio closures.
• Private Sessions One-on-one or small-group private training sessions on the Megaformer: single ($149.99), partner for 2 ($174.99), small group of 3 ($199.99), small group of 4 ($249.99). Booked by emailing the studio after purchasing credits; credits expire 12 months after purchase.
• Level 1 Lagree Fitness Certification 24-hour intensive instructor certification program delivered over two immersive weekends in Calgary, Alberta. Led personally by founder Kimberly Rothenberg, the first certified Lagree Master Trainer in Canada. Priced at $2,200 + GST. Covers defining principles, teaching methodology, core exercises, routine sequencing, and group instruction. Targeted at fitness professionals seeking to become certified Lagree instructors.
• Lagree YYC Instructor Certification Advanced instructor training program for those who have completed Level 1 certification. Includes one-on-one guidance from founder Kimberly Rothenberg, access to additional exercises, studio practice time, review and feedback on 8 workouts, and mock class teaching. Priced at $500 + GST for those who completed Level 1 at Lagree YYC, or $1,000 + GST otherwise. Must be completed within 4 months of commencement.
• Student Membership Program Discounted fitness access program for full-time students (junior/senior high school and post-secondary) residing in Calgary. Includes student drop-in ($27.99), student 5-pack ($129.99), student 10-pack ($244.99), student 20-pack ($459.99), and Student Monthly Membership ($249.99/month, 1 class/day). Requires valid student ID and annual renewal each August.
• AHS Personnel Membership Discounted membership program for staff of Alberta Health Services and recognized partner organizations (Alberta Precision Laboratories, Recovery Alberta, Primary Care Alberta, Acute Care Alberta, Covenant Health, CapitalCare, Carewest) in the greater Calgary area. Provides reduced rates on 5, 10, and 20 class packages, accessible via the free Lagree YYC mobile app.
• First Responder & Military Membership Exclusive discounted membership program for active first responders (fire, police), Canadian Armed Forces (CAF) military personnel, and veterans. Accessed via an online application process requiring proof of affiliation. Custom rates provided upon approval.

Quantifiable outcome

• Full-body conditioning combining strength, endurance, cardio, and flexibility in a single 45-minute session
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• Calgary Stampede RoyaltyflagshipGTM or Marketing PartnerLagree YYC has served as the Official Fitness Sponsor of the Calgary Stampede Royalty since 2016. The partnership provides the Calgary Stampede First Nations Princess and Stampede Princess with regular Lagree training to support the physical stamina, strength, and confidence required for their ambassadorial roles. Lagree YYC contributes to the Royalty's personal and professional development, helping them feel strong, empowered, and confident throughout their reign. This is the studio's longest-running and most prominent sponsorship relationship.
• ClassPasscoreChannel Partner/ Reseller/ DistributorLagree YYC is a member of the ClassPass fitness marketplace community. ClassPass members can attend Lagree YYC classes using ClassPass credits. Lagree YYC receives per-visit revenue through the ClassPass platform. ClassPass provides Lagree YYC with access to the ClassPass subscriber base for customer acquisition. Lagree YYC's standard terms and conditions apply to all ClassPass members.
• Breakthrough T1D CanadaminorStrategic or Co-development PartnerBreakthrough T1D Canada (formerly JDRF Canada) is the current Community Cause partner for Lagree YYC's April-June 2026 community cycle. A weekly Community Class (Light-Full Body, Sundays at 1:15 PM at Britannia) donates 100% of revenue to Breakthrough T1D Canada. Instructors donate their time and personal compensation to the cause. Breakthrough T1D's goals include finding cures for type 1 diabetes and making life with T1D easier through research funding and community support programs.
• Alberta Health Services (AHS) & Recognized PartnerscoreGTM or Marketing PartnerAlberta Health Services and its recognized partner organizations (Alberta Precision Laboratories, Recovery Alberta, Primary Care Alberta, Acute Care Alberta, Covenant Health, CapitalCare, Carewest) receive discounted rates on Lagree YYC class packages as part of an employee wellness initiative. Personnel from greater Calgary area are eligible. AHS pricing is accessible via the free Lagree YYC mobile app. This is an ongoing corporate wellness partnership.
• First Responders & Military (Fire, Police, CAF)minorGTM or Marketing PartnerLagree YYC offers exclusive discounted membership programs for first responders (firefighters, police officers), Canadian Armed Forces (CAF) military personnel, and veterans. An on-line application process requires proof of affiliation. This is a targeted community support initiative providing accessible fitness options to those who serve.
• 100+ Local Calgary Community OrganizationsminorStrategic or Co-development PartnerLagree YYC supports over 100 local Calgary community organizations through its Community Program. Each 3-month cycle selects three causes from applicant organizations, with community voting determining the featured cause. Supported organizations span healthcare (Alberta Cancer Foundation, Canadian Cancer Society, Kids Cancer Care, Heart & Stroke), social services (United Way, Big Brothers & Sisters, Women's Centre), youth development (Jumpstart, Calgary Dream Centre), and many others. Lagree YYC hosts weekly donation classes for the selected cause.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• F45 Training: F45 Training is a global franchise-based functional training fitness concept offering 45-minute group workouts. It competes with Lagree YYC for the same time-constrained, results-oriented consumer in the premium boutique fitness category.
• Orangetheory Fitness: Orangetheory is a large global boutique fitness chain offering heart-rate-based group interval training. It competes for similar customer demographics (results-driven, time-efficient workout seekers) and premium price points as Lagree YYC in the Calgary market.
• Pure Barre: Pure Barre is a large franchise-based barre fitness chain with hundreds of locations. While barre-based rather than Megaformer-based, it targets the same low-impact, female-skewing, toning-oriented boutique fitness demographic as Lagree YYC.
• Barry's Bootcamp: Barry's is a global premium boutique fitness brand combining treadmill cardio with strength training in group classes. It competes with Lagree YYC in the premium boutique fitness category and is a relevant benchmark for unit economics in the segment.
• Club Pilates: Club Pilates is a large franchise-based Pilates studio chain with hundreds of locations across North America. While it focuses on traditional Pilates reformers rather than the Megaformer, it targets the same small-group, low-impact, premium-priced boutique fitness customer and overlaps with Lagree YYC's positioning.

Direct peers

• SLT (Strengthen Lengthen Tone): SLT is a US boutique fitness chain offering 50-minute Megaformer-based Lagree workouts. It is one of the largest Lagree-format studio operators, directly competing on the same equipment, methodology, and premium boutique positioning as Lagree YYC.
• Pilates Plus: Pilates Plus operates Lagree-style Megaformer-based group fitness classes in studio locations. It is a direct competitor in the same equipment-based, small-group, premium-priced boutique fitness category as Lagree YYC.
• Solidcore: Solidcore is a US-based boutique fitness chain offering 50-minute high-intensity, low-impact full-body workouts on proprietary 'Sculpt' machines (similar in concept to the Megaformer). It is the most direct functional competitor to Lagree YYC in the slow-tempo, resistance-machine boutique fitness category.

Regional players

• 9Round Fitness: 9Round is a kickboxing-themed boutique fitness franchise with a strong Canadian presence including Calgary. While its workout modality differs from Lagree, it competes for the same time-efficient, 30-45 minute, premium-priced boutique fitness customer in the Calgary market.

Others

• Lagree Fitness (Sebastien Lagree / Ululo): Lagree Fitness is Sebastien Lagree's parent brand that owns the Megaformer patent, the Lagree Method trademark, and licenses the methodology to studios like Lagree YYC. It is the upstream licensor and ecosystem creator that Lagree YYC depends on for product and brand.

Market position

Weaknesses5 records

Competitive moat5 records

Key highlights1 record

Customer concentration

• Facebookfacebook.com/lagreeyyc
• Instagraminstagram.com/LagreeYYC
• TikToktiktok.com/@lagree_yyc
• Xx.com/LagreeYYC

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 Lagree YYC