AM Fitness & Coaching

What AM Fitness & Coaching does

AM Fitness & Coaching is a Madrid-based, founder-owned personal training and nutrition coaching business established in 2009 by Adrián Molinero. It delivers structured fitness transformation programs through two channels: in-person 1:1 sessions at a private gym in the Retiro neighborhood or at client homes across Madrid (Retiro, Salamanca, Goya, Pozuelo, Aravaca), and online coaching available nationwide in Spain. The portfolio includes three online tiers — AM Go (entry, 12–24 weeks), AM Base (6-month mid-tier), and AM Premium (6-month with registered dietitian and AM Motion Studio access) — alongside a hybrid modality, a 10-session autonomy package, and standalone nutritionist services (general and sports-specific).

The underlying platform combines a proprietary training app (exercise videos, weekly follow-up forms, plan delivery) with WhatsApp-based coach communication, Calendly-scheduled free 30-minute assessment consultations, and video technique correction where clients send exercise clips for review. Backend integrations include Stripe for payments and Klarna for 3-installment financing. All programs are anchored on the founder's NSCA-aligned methodology and a 4-step AM Method (define objective, design plan, weekly follow-up, measurable results). Technology is a delivery and engagement layer rather than a differentiated AI or data asset.

The business operates on subscription-based recurring revenue (online and in-person programs at roughly €75–€120/month online and €229–€550/month in-person equivalent) plus one-time packages (€497 for 10 sessions) and standalone nutrition from €45/month. GTM is sales-led via a free assessment call funnel, supported by an 80+ article SEO blog, 14 video testimonials, 93 verified Google reviews (4.9/5), and earned media in El País, ABC, El Confidencial Digital, El Chiringuito, and Staff5. The company has served 300+ clients over 15+ years with a 70%+ renewal rate and is targeting additional segments through specialized sub-programs (over 40, over 60, beginners, fat loss, muscle gain, transformation) and a corporate wellness vertical.

Name

AM Fitness & Coaching

Legal name

AM Fitness & Coaching

Website

https://amfitnessycoaching.com

Company type

Private

Founded year

2009

Operating status

Operating

Short description

AM Fitness & Coaching is a Madrid-based, founder-owned personal training and nutrition coaching business offering online programs across Spain and in-person sessions in Madrid, using an NSCA-aligned methodology delivered through a proprietary app and WhatsApp-based weekly follow-up.

Ownership category

akta.pro rank

Product category

Personal Training Services

NAICS

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

Online/Remote Personal Training & Programming (HSADAAAM), Strength & Conditioning Personal Training (HSADAAAB), General Nutrition Coaching (HSADAFAA)

Keywords

• Personal training services
• Online fitness coaching
• Strength conditioning training
• Sports nutrition planning
• Body transformation programs

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Online Training Programs: Block-based subscription programs (3, 6, or 12 months) with AM Go (entry), AM Base, and AM Premium tiers. Includes personalized training plans, weekly follow-up, and varying levels of nutritionist access.
2. In-Person Training Madrid: Face-to-face training sessions in private gym (Retiro) or at client's home in Madrid. Plans vary by session frequency (1-3 per week) ranging from 229-550€/month. Includes initial assessment session (39€ credited to plan).
3. 10-Session Training Package: One-time payment (497€) for 10 private sessions over 2 months to learn proper technique and achieve training autonomy. No monthly subscriptions.
4. Nutrition Services: Standalone nutritionist online service from 45€/month with personalized meal plans, app access, weekly follow-up, and WhatsApp support. Available as add-on within training programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

AM Fitness & Coaching provides personalized personal training and nutrition coaching delivered both online across Spain and in-person in Madrid. The company applies the proprietary AM Method — a structured 4-step system combining personalized training plans, registered dietitian support, weekly follow-ups with real data-driven adjustments, and video-based technique correction. Programs span entry-level AM Go, mid-tier AM Base, and premium AM Premium tiers, plus in-person 1:1 sessions at a private gym in Retiro, at-home training in Madrid metro, a hybrid modality, and standalone online nutritionist services.

Product overview

AM Fitness & Coaching offers a portfolio of structured personal training and nutrition programs delivered through in-person sessions in Madrid and fully online nationwide. The core offering is built on the AM Method — a transformation system combining personalized training plans, coordinated registered dietitian support, and real weekly follow-up. Online programs span three tiers: AM Go (entry-level, 12–24 weeks, guided structure without a dietitian), AM Base (mid-tier, 6-month, full personalization and weekly coaching), and AM Premium (top-tier, 6-month, adds a registered dietitian with continuous nutrition support and AM Motion Studio access). In-person offerings include 1:1 training at a private gym in Madrid's Retiro neighborhood or at the client's home (Entrenador Personal Madrid), a hybrid modality combining online plans with up to 2 monthly in-person sessions, and a 10-session crash-course package (Bono 10 Sesiones) for building training autonomy. Standalone nutrition services are available as Nutricionista Online (general) and Nutricionista Deportivo Online (sports-specific). The company also serves corporate clients through Entrenamiento Personal Empresas and targets specialized demographics (over 40, over 60, beginners, fat loss, muscle gain, and physical transformation) with dedicated sub-programs. All programs are backed by the NSCA methodology and the founder's 15+ years of experience.

Differentiator

Problem solved

Functional benefit

Brands

• AM Go: Entry-level online program with 12 or 24 weeks of structured training, feedback weekly, and guided support without nutritionist.
• AM Base
• AM Premium
• AMtu Transformación

Products and services

• Online Personal Training Program 100% online personal training and nutrition coaching program delivered nationwide in Spain via the AM Method, available in three tiers: AM Go (entry-level, 12 or 24 weeks, without dietitian), AM Base (6 months with weekly 1:1 follow-up, full technique correction, and monthly coaching session), and AM Premium (6 months adding registered dietitian, personalized diet plan, continuous WhatsApp nutrition support, and AM Motion Studio access). Includes app access with exercise videos, weekly follow-up, video-based technique correction, and direct WhatsApp coach support.
• In-Person Personal Training Madrid 1:1 personal training sessions delivered face-to-face at a private gym in Madrid's Retiro neighborhood or at the client's home or office (covering Retiro, Salamanca, Goya, Pozuelo, Aravaca and surrounding areas). Includes real-time technique correction, personalized training plan, registered dietitian support in most plans, and flexible scheduling from 07:00 to 22:00 Monday through Saturday. Plans range from 229 to 550€ per month based on session frequency (1 to 3 sessions per week).
• Online Nutritionist Service Standalone online nutrition service providing a 100% personalized diet plan designed by a registered dietitian, weekly follow-up with adjustments, mobile app with meals and macros tracking, shopping lists, recipes, and direct WhatsApp support. Plans from 45€ per month. Also available as an add-on within the Online Personal Training Program.
• Sports Nutritionist Online Specialized online sports nutrition service targeting active individuals training 3 to 5 days per week. Includes nutritional periodization aligned with training phases, optimized macro calculations, pre and post-workout meal timing, and weekly follow-up with real-data adjustments to support athletic performance.
• 10-Session Training Package One-time payment (497€) package of 10 private in-person sessions in Madrid designed to teach clients correct exercise technique and build training autonomy. Covers fundamental strength exercises, warm-up routines, progressive load management, and nutrition basics. Valid for 2 months with no monthly subscription required, intended as a low-commitment entry point.
• Hybrid Training Modality Semi-presential modality combining the personalized online training plan with up to 2 in-person sessions per month at the private Madrid gym. Includes weekly follow-up and registered dietitian support. Priced from 99€ per month (899€ total for 6 months) as a lower-cost alternative to full in-person training, representing savings of up to 130€ per month versus traditional 100% in-person plans.
• Corporate Wellness Training Corporate wellness program delivering personal training services to companies in Madrid and online. Covers in-person corporate wellness, online corporate training, group training for team cohesion, and active break programs for the workplace. Designed for HR and operations teams seeking structured employee wellness offerings.

Quantifiable outcome

• 300+ documented real transformations with before/after testimonials
• +4 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Basic-Fit: Europe's largest low-cost gym chain with extensive presence in Spain. Overlaps with AM Fitness through personal training add-ons and nationwide reach, though competes primarily on facility access rather than premium coaching.
• GO fit: Spanish premium fitness chain offering personal training and wellness programming. Targets similar Spanish urban consumer seeking structured training, though at a facility-led rather than coach-led boutique model.
• Holmes Place: Premium international fitness club with Spanish locations offering personal training and nutrition services. Comparable high-touch positioning to AM Fitness's premium in-person tier but operating at a multi-club scale.
• Metropolitan: Spanish premium fitness club chain offering personal training. Competes for the same Madrid-based premium customer segment, particularly around Retiro/Salamanca areas where AM Fitness also operates.
• AltaFit: Spanish low-cost fitness club chain with PT services. Adjacent competitor for budget-conscious Spanish fitness consumers; price-positioned well below AM Fitness's premium tiers.
• Anytime Fitness: Global 24/7 fitness franchise with Spanish locations. Offers personal training as a service layer; comparable 24/7 access philosophy overlaps with AM Fitness's flexible scheduling model.
• DIR: Spanish fitness club chain offering personal training and group programs. Competes for the same Spanish consumer seeking coached training experiences, though at multi-club scale.
• Vivofit: Spanish fitness center chain. Operates in the same domestic fitness market as AM Fitness with personal training offerings, though positioned at mainstream price points.

Direct peers

• Future: US-based online personal training platform connecting clients with vetted coaches. Closely mirrors AM Fitness's online coaching business model: 1:1 remote coaching, weekly check-ins, video form review — at a much larger venture-backed scale.

Emerging players

• Freeletics: AI-driven fitness coaching app with bodyweight and gym training programs plus nutrition guidance. Targets the same online training + nutrition segment as AM Fitness at a lower price point using AI rather than human coaching.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

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 AM Fitness & Coaching