The Urban Heroes
- Company typePrivate
- Founded2016
- HeadquartersHamburg, Germany
- Headcount11–50
- GTM typeB2C
- OfferingServices
The Urban Heroes firmographics
Firmographics- Name
- The Urban Heroes
- Legal name
- Heart Movement GmbH
- Website
- https://urbanheroes.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
The Urban Heroes industry classification
Industry- Product category
- Boutique Fitness Services
- NAICS
- Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- HIIT & Circuit Bootcamps (HSADABAA)
- akta.pro secondary industries
- Recovery Lounges & Multi-Modal Recovery Centers (HSADAKAI), Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)
Keywords
Where The Urban Heroes is headquartered
LocationHeadquarters
- HQ city
- Hamburg
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
The Urban Heroes business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain
Revenue model
- Membership Subscriptions: Monthly recurring memberships (Super Hero Rate, Hero Rate, Basic Rate) with minimum terms of 1 or 12 months. Memberships include limited monthly course bookings with varying credit allocations depending on tier.
- Credit Pack Purchases: Credits can be purchased through the bsport platform and used to book individual classes. Credits are not transferable and must be used within validity periods.
- Corporate Deals & B2B Services: Exclusive corporate partnerships offering team fitness packages, private events, brand hire opportunities, and ongoing corporate membership deals for employee wellness programs.
- Recover/Cryo Services: Cryotherapy sessions available as part of membership tiers (Basic Credits can access Cryo Zone; Hero and Super Hero Credits include additional zones)
- Protein Shakes & Merchandise: Post-workout protein shakes sold at studios; merchandise products available for purchase with 14-day return policy
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Super Hero Rate - Full access to all zones |
| Subscription | Monthly | Hero Rate - Access to HIIT and Cryo zones |
| Subscription | Monthly | Basic Rate - Access to Cryo Zone only |
| Unit Pricing | Pay-as-you-go | Newbie Special - First-time visitor offer |
| Unit Pricing | Pay-as-you-go | 2for1 Special - Bring a friend offer |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels10 records
The Urban Heroes product offering
Product offeringCore offering
The Urban Heroes operates two premium boutique fitness studios in Hamburg and Frankfurt, offering 50-minute high-intensity interval training (HIIT) classes in a nightclub-style atmosphere with Woodway treadmills, Reformer Pilates classes (max 6 participants), and whole-body cryotherapy for recovery. Services are sold through tiered monthly memberships (Basic, Hero, Super Hero) using a credit-based booking system via the bsport platform, complemented by corporate B2B wellness packages and branded protein shakes.
Product overview
Urban Heroes is a premium fitness boutique operating two studio locations in Germany (Frankfurt and Hamburg), offering a tiered product portfolio centered on three core workout zones: the HIIT Zone (high-intensity interval training with a nightclub atmosphere), the Reformer Zone (Reformer Pilates in three variants — Reformer Pilates, HIIT Reformer, and Athletic Reformer), and the Cryo Zone (whole-body cryotherapy for recovery). These are complemented by the Movers & Shakers protein shake bar, the Urban Vibes podcast, and a dedicated mobile app for class booking and membership management. Urban Heroes also serves corporate clients through Exclusive Bookings and Corporate Deals. The company operates on a credit-based membership model with three tiers (Basic, Hero, Super Hero) that progressively unlock access to the different zones, and utilizes the bsport booking platform for all reservations.
Differentiator
Problem solved
Functional benefit
Brands
- HIIT Zone (Red Zone): High-intensity interval training zone with 50-minute workouts combining endurance and strength training in nightclub-style atmosphere
- Reformer Zone
- Cryo Zone (Blue Zone)
Quantifiable outcome
- Up to 1000 calories burned per 50-minute HIIT session
- +4 more outcomes
Companies that use The Urban Heroes
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles1 record
The Urban Heroes technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
The Urban Heroes partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- Feels.LikeminorBrand partner featured at Urban Heroes events, using the studio space for brand positioning and marketing activations.
- Elaine's DeliminorFood brand partner featured at Urban Heroes events and marketing materials for health-conscious audience reach.
- BSPORT SAScoreThird-party booking platform operator providing the booking system, credit management, and membership processing infrastructure for Urban Heroes studios.
- On RunningminorSports footwear brand partner featured in Urban Heroes marketing and events, aligning with fitness-focused audience.
- NikeminorSportswear brand partner featured in Urban Heroes marketing materials and events.
- AdidasminorSportswear brand partner featured in Urban Heroes marketing materials and brand collaborations.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
The Urban Heroes competitors and assessment
Company assessmentBroad incumbents
- John Reed Fitness Music Club: McFIT Group's premium boutique concept in Germany combining fitness with music-led interior design; overlapping urban professional target but at significantly larger scale and broader geographic footprint.
- Holmes Place: Established premium fitness and wellness club operator in Germany offering group classes, personal training and recovery amenities — broader portfolio but overlapping premium positioning and corporate wellness segment.
Direct peers
- 1Rebel: London-born premium boutique fitness brand combining HIIT, cycling and reformer-style classes in nightclub-style studios — directly comparable positioning and target customer to Urban Heroes.
- Barry's Bootcamp: Global premium HIIT boutique chain with red-lit studio rooms, loud music and coach-led interval training — the closest direct analog to Urban Heroes' HIIT Zone (Red Zone) concept.
- OrangeEasy: German boutique studio chain focused on Reformer Pilates, directly comparable to Urban Heroes' Reformer Zone offering and similar premium urban professional target market.
Regional players
- Mrs.Sporty: German women-focused boutique fitness franchise with small-format studios — comparable boutique membership model and target customer segment, though distinct format.
- Körperformen: German EMS (electrical muscle stimulation) training boutique chain — comparable boutique positioning and unit economics, though differentiated technology focus.
Others
- PULSE Fitness (bsport): BSPORT SAS, the booking and membership management platform on which Urban Heroes runs its operations — a core technology enabler and operational peer in the boutique fitness tech stack.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
The Urban Heroes social profiles
Digital presenceThe Urban Heroes compliance and trust
Trust signalCompliance2 records
The Urban Heroes financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Urban Heroes leadership team
Management profileNumber of profiles
Profiles1 record
The Urban Heroes subsidiaries and ownership
Company hierarchySubsidiaries2 records
The Urban Heroes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Urban Heroes 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 The Urban Heroes
What does The Urban Heroes do?
The Urban Heroes operates two premium boutique fitness studios in Hamburg and Frankfurt, offering 50-minute high-intensity interval training (HIIT) classes in a nightclub-style atmosphere with Woodway treadmills, Reformer Pilates classes (max 6 participants), and whole-body cryotherapy for recovery. Services are sold through tiered monthly memberships (Basic, Hero, Super Hero) using a credit-based booking system via the bsport platform, complemented by corporate B2B wellness packages and branded protein shakes.
Is The Urban Heroes a public or private company?
The Urban Heroes is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Urban Heroes founded?
The Urban Heroes was founded in 2016. It employs 11 to 50 people.
Where is The Urban Heroes based?
The Urban Heroes is headquartered in Hamburg, Germany, in the Europe region.
How does The Urban Heroes make money?
Five revenue lines are on record. Membership Subscriptions are the primary driver. The others are credit Pack Purchases, corporate Deals & B2B Services, recover/Cryo Services and protein Shakes & Merchandise.
Who are The Urban Heroes's main competitors?
Broad incumbents on record are John Reed Fitness Music Club and Holmes Place. Direct peers are 1Rebel, Barry's Bootcamp and OrangeEasy. Regional players are Mrs.Sporty and Körperformen. PULSE Fitness (bsport) is listed as an others.
Does The Urban Heroes have an API?
No public API is recorded for The Urban Heroes.
What industry is The Urban Heroes in?
The Urban Heroes's product category is Boutique Fitness Services. Its primary akta.pro industry code is HSADABAA, HIIT & Circuit Bootcamps, with a secondary code of HSADAKAI, Recovery Lounges & Multi-Modal Recovery Centers. Its NAICS code is 71394 and its SIC code is 7997.