Be Athletic

What Be Athletic does

Be Athletic is a founder-owned, private fitness studio operating two physical gym locations in Sydney, Australia - a flagship site in Brookvale (3 Chard Rd, NSW 2100) featuring a dedicated Recovery Zone, and a City site in Sydney CBD (Basement Level, 28 Margaret St, NSW 2000). Founded in 2009-2010 by Paul Walton and Christian d'Astoli, both CrossFit Games competitors, the company has operated continuously for over 15 years and has coached or competed at the CrossFit Games five times.

The core offering comprises four structured training programs - CrossFit (high-intensity functional training), MetCon (metabolic conditioning), Strength (progressive weight training), and HYROX (running plus functional workout stations) - supplemented by a premium Recovery Zone at Brookvale. No proprietary technology platform is disclosed; the City location uses the third-party Fitbox App for access control.

The business model is built on tiered monthly recurring memberships with no sign-up fees and month-to-month billing. Sydney CBD offers Flexi ($150/month, open-gym only), Gold ($325/month, off-peak classes), and Platinum ($395/month, unlimited coached programs). Brookvale offers Platinum Casual ($235/month, 2 visits/week), Platinum ($285/month, unlimited), and Platinum Recovery ($368/month, including recovery room). Revenue is supplemented by visitor drop-ins ($38 single visit, $99 week pass) and a $10 for 10-day trial funnel. Customer acquisition is community-led and product-led, driven by Facebook, Instagram, website content, and word-of-mouth, targeting active individuals seeking serious, coached, community-driven fitness training in the Sydney metro.

Name

Be Athletic

Legal name

Be Athletic

Website

https://beathleticfitness.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Be Athletic is a founder-owned boutique fitness studio operating two Sydney gym locations (Brookvale and CBD), offering CrossFit, MetCon, Strength, and HYROX training programs with tiered monthly memberships for community-driven, coached fitness.

Ownership category

akta.pro rank

Product category

Fitness Services

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Strength & Conditioning / Athletic Performance Training (HSADAEAB)

akta.pro secondary industry

Sports-Specific Group Conditioning (HSADABAK)

Keywords

• Group fitness training
• CrossFit programs
• Strength conditioning
• HYROX training
• Recovery services

Headquarters

HQ city

Sydney, NSW

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Sydney CBD Memberships: Monthly recurring membership fees for gym access with tiered options including Flexi (Open Gym Only), Gold (Off-Peak Class Access), and Platinum (Unlimited access to all coached programs). Memberships are month-to-month with no sign-up fee.
2. Brookvale Memberships: Monthly recurring membership fees for the Brookvale location with tiered options including Platinum Casual (2 visits per week), Platinum (unlimited coached programs), and Platinum Recovery (includes recovery room access).
3. Visitor/Drop-in Sessions: One-time fees for non-members visiting the gym: Single Visit at $38 or One Week Pass at $99.
4. Trial Program: Limited time trial offer at $10 for 10 days unlimited classes, designed as an entry point to convert prospective members.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Be Athletic operates two physical gym locations in Sydney (Brookvale and Sydney CBD) offering structured group training programs including CrossFit, MetCon (Metabolic Conditioning), Strength, and HYROX training, plus a premium Recovery Zone at Brookvale. The business sells monthly recurring memberships with tiered plans (Flexi, Gold, Platinum) at each location, drop-in passes for visitors, and a $10 for 10 days intro trial offer.

Product overview

Be Athletic is a fitness studio offering structured group training programs with two physical gym locations in Sydney (Brookvale and City). The core offering consists of four distinct training programs: CrossFit (high-intensity functional training), MetCon (metabolic conditioning), Strength (progressive weight training), and HYROX (fitness race training). The company operates on a membership model with tiered plans (Flexi, Gold, Platinum) at each location, plus a premium Recovery Zone add-on at the Brookvale facility. Drop-in visitors can purchase single sessions or week passes, while prospective members can trial the service via a $10 for 10 days intro offer. Gym access for the City location is managed through the Fitbox App.

Differentiator

Problem solved

Functional benefit

Products and services

• CrossFit A high-intensity program combining weightlifting, cardio, and functional movements — scalable for all fitness levels. The gym has competed at the CrossFit Games five times. For active individuals seeking serious fitness results.
• MetCon (Metabolic Conditioning) Short for Metabolic Conditioning — fast-paced workouts designed to burn calories, boost endurance, and build lean muscle. For active individuals seeking efficient calorie-burning workouts.
• Strength Focused, progressive weight training to help increase overall strength, improve technique, and build confidence. For individuals seeking to build strength and confidence.
• HYROX The ultimate fitness race combining running with functional workout stations. A perfect challenge to test power and fitness. For athletes training for HYROX fitness race events.
• Recovery Zone A dedicated recovery zone at the Brookvale location with recovery tools designed to help members recharge, reduce muscle soreness, and optimise training results. Available as part of Platinum Recovery Membership.
• Flexi Membership City location membership providing Open Gym access Monday-Friday at $150/month. Optional add-ons include 8, 10, or 12 coached classes per month for $245-$345/month. For individuals who prefer self-directed gym training with optional coaching.
• Gold Membership City location membership offering Off-Peak Class Access to ALL Coached Programs (Mon/Wed/Fri 10:00am, Mon-Thu 6:30pm) at $325/month. For individuals seeking flexible scheduling for coached classes.
• Platinum Membership (City) City location membership providing Unlimited access to ALL Coached Programs including CrossFit, Hyrox, Strength, plus Full Access to Open Gym at $395/month. For individuals seeking comprehensive unlimited access.
• Platinum Casual Membership (Brookvale) Brookvale location membership providing Unlimited access to ALL Coached programs, limited to 2 visits per week, at $235/month. For individuals seeking casual part-time access to coached programs.
• Platinum Membership (Brookvale) Brookvale location membership providing Unlimited access to ALL Coached programs at $285/month ($235 for U23s). For individuals seeking unlimited access to all coached programs at the Brookvale location.
• Platinum Recovery Membership (Brookvale) Brookvale location membership providing Unlimited access to ALL Coached Programs including CrossFit, Hyrox, Strength and Recovery Room at $368/month. For individuals seeking premium access including recovery services.
• $10 for 10 Days Trial Limited-time intro offer for prospective members to get a taste of training services across both Brookvale and City locations at $10 for 10 days unlimited classes. For prospective members evaluating the service.
• Single Visit Drop-in Single session drop-in visit at $38 for visitors who want to experience the gym without committing to membership.
• One Week Pass One week unlimited drop-in pass at $99 for visitors staying for the week who want flexible gym access.

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 moves7 records

Expansion highlights4 records

Others

• FitBox: Australian gym-access and member-management software provider whose app is used by Be Athletic's City location. Included as an enabling technology peer rather than a direct competitor.

Direct peers

• F45 Training: Australian-origin functional training franchise offering group HIIT and strength-conditioning classes on a membership model. Highly comparable to Be Athletic's group CrossFit/MetCon/HYROX programming and tiered memberships, though F45 operates a much larger global franchise footprint.
• BFT (Body Fit Training): Australian group strength and conditioning franchise with science-backed programming across multiple class formats. Competes head-to-head with Be Athletic in Sydney for the same premium CrossFit/HYROX-oriented member profile.
• KX Pilates: Australian boutique fitness franchise offering reformer-based group classes on a tiered membership model. Comparable in scale, multi-location Australian footprint, and premium monthly pricing strategy.

Broad incumbents

• Fitness First Australia: One of Australia's largest commercial gym chains with multi-site Sydney presence. Overlaps with Be Athletic on location catchment, membership pricing tiers, and member base, but offers a broader, less specialized product.
• Goodlife Health Clubs: National Australian full-service health club chain with Sydney locations. Competes for the same consumer fitness dollar as Be Athletic but at lower price points and with broader amenity sets (pools, classes, personal training).
• Barry's Bootcamp: Global premium boutique fitness brand operating in Australia with high-intensity group training and tiered memberships. Closely comparable on premium pricing ($200+/month), community positioning, and coach-led group format.
• Jetts Fitness: Large Australian 24/7 low-cost gym chain. Competes for entry-level and price-sensitive Sydney members that Be Athletic may lose at the bottom of its funnel.
• Orange Theory Fitness (Australia): US-origin group heart-rate-based training concept with Sydney locations and tiered memberships. Comparable on the premium group-training model and community-driven marketing, though programming differs from CrossFit/HYROX.

Regional players

• CityFitness: Australian budget gym operator focused on value-oriented memberships. Relevant as a lower-tier alternative rather than a direct competitor, but constrains Be Athletic's pricing flexibility at the entry-level tier.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/BeAthleticFitness
• Instagraminstagram.com/beathleticfitness
• LinkedInlinkedin.com/company/crossfit-athletic

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Be Athletic