Chiefs Fit - Country Club Plaza

What Chiefs Fit - Country Club Plaza does

Chiefs Fit operates two premium health and fitness clubs in the Kansas City metro, branded as the Official Fitness Centers of the Kansas City Chiefs NFL franchise. The Country Club Plaza location in Kansas City, MO spans nearly 40,000 square feet and includes what is described as Kansas City's only rooftop training turf, a luxury recovery lounge, and integrated medical and aesthetic services. The Overland Park, KS location spans 26,000 square feet and features a 100-yard indoor turf field designed for sport-specific conditioning. Combined facility footprint exceeds 65,000 square feet of premium fitness and recovery infrastructure.

The core product stack combines strength and conditioning equipment, group fitness classes (HIIT, strength, Pilates/yoga, cycling, and specialty classes), certified personal training with former professional athletes, and a recovery lounge built around a CryoBuilt electric cryotherapy chamber (-110°C to -140°C), Normatec compression systems, HydroMassage, Cocoon infrared sauna pods, and red light therapy. A Liquid Wellness & IV partnership layers in IV hydration, vitamin injections, aesthetic treatments (Botox, fillers, microneedling), medical weight loss (Semaglutide, Tirzepatide), and hormone and lab services at the Plaza location. The business is a joint venture between the Kansas City Chiefs and M6 Football, founded by Mark Mastrov, founder and former chairman of 24 Hour Fitness; M6 has replicated the model with the Dallas Cowboys, Chicago Bears, and Cleveland Browns.

Revenue is generated primarily through recurring monthly and annual memberships, with supplemental income from personal training packages, à la carte recovery sessions, corporate wellness contracts (discounted employer-paid memberships with dedicated account management), on-site nutrition bar sales, branded retail merchandise, and the Liquid Wellness & IV medical/aesthetic services. Pricing is not publicly disclosed; the website runs promotional entry offers including a $8 monthly join promotion and a 50% discount on 12-month annual memberships valid through August 31, 2026, with free day passes for first-time guests. Members access onboarding via a self-serve ABC Fitness-powered online enrollment portal with location-specific club codes, while corporate sales are handled through a dedicated direct sales process. The company operates as two LLC entities (Chiefs Fit LLC and Chiefs Fit Plaza LLC), is privately held with no disclosed funding rounds, and reports a headcount in the 11-50 range.

Name

Chiefs Fit - Country Club Plaza

Legal name

Chiefs Fit LLC and Chiefs Fit Plaza LLC

Website

https://chiefsfit.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Chiefs Fit operates two premium Kansas City metro fitness clubs as the Official Fitness Centers of the Kansas City Chiefs, a joint venture with M6 Football (Mark Mastrov). It serves individual fitness consumers and corporate wellness buyers with strength training, group classes, personal training, advanced recovery, and on-site medical/aesthetic services.

Ownership category

akta.pro rank

Product category

Health Club Services

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Sports-Specific Group Conditioning (HSADABAK)

akta.pro secondary industries

Functional Fitness / Cross-Training Groups (HSADABAH), Strength & Conditioning Bootcamps (HSADABAB)

Keywords

• Premium fitness club
• Recovery therapy services
• Corporate wellness programs
• Group fitness classes
• Personal training

Headquarters

HQ city

Kansas City, Missouri

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Memberships: Recurring monthly and annual membership fees providing full access to gym facilities, group fitness classes, locker rooms, and recovery amenities. Annual membership offers 50% discount promotion. Membership includes new member onboarding package with personal training assessments, recovery sessions, and body scan.
2. Personal Training Services: One-on-one and small group personal training sessions with certified fitness professionals and former pro athletes. Sold as additional paid sessions or packages on top of base membership.
3. Recovery & Wellness Services: Individual recovery sessions and packages including cryotherapy, Normatec compression, HydroMassage, infrared sauna, IV therapy, vitamin injections, and aesthetic treatments available à la carte or as part of membership add-ons.
4. Corporate Wellness Programs: Discounted corporate membership rates sold to employers as an employee wellness benefit, including dedicated account management, custom enrollment pages, promo codes, on-site engagement events, and membership utilization reporting.
5. Fuel Zone / Nutrition & Retail: On-site nutrition bar offering health-focused meals, fresh-pressed juices, and smoothies. Pro Shop selling Chiefs Fit and Kansas City Chiefs branded merchandise and gear.
6. Aesthetic & Medical Services: Aesthetic treatments including Botox, filler injections, microneedling, hormone injections (progesterone, testosterone, bi-estrogen), and lab services (blood count, A1C, metabolic panel, hormone panel, thyroid panel, cholesterol screening) offered through Liquid Wellness & IV partnership.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Chiefs Fit operates premium health and fitness clubs at two Kansas City metro locations (Country Club Plaza and Overland Park), serving as the official fitness centers of the Kansas City Chiefs NFL franchise. The clubs combine strength and cardio equipment, group fitness classes, personal training, and advanced recovery technologies including electric cryotherapy, Normatec compression, HydroMassage, infrared cocoon therapy, and red light therapy. Revenue comes primarily from recurring memberships, with additional revenue from personal training, recovery services, corporate wellness programs, on-site nutrition, and integrated aesthetic/IV wellness services.

Product overview

Chiefs Fit is a premium health and fitness club network operated in partnership with the Kansas City Chiefs NFL franchise. The company operates two locations (Country Club Plaza and Overland Park) offering integrated fitness facilities that combine professional athletic training techniques with everyday wellness. The core product portfolio centers on Health & Fitness Club Access at both locations—one featuring nearly 40,000 square feet with KC's only rooftop training turf and the other offering 26,000 square feet with a 100-yard indoor turf—augmented by Recovery Lounge Services (cryotherapy, Normatec compression, HydroMassage, infrared sauna, red light therapy). Additional offerings include Group Fitness Classes (HIIT, strength training, yoga, cycling, Zumba), Personal Training with certified coaches, Corporate Wellness Programs for business partnerships, Liquid Wellness & IV Services, and Nutrition Bar & Fuel Zone. New members receive a Welcome Package with complimentary body scans, training assessments, and recovery sessions. The company is co-founded by M6 Football (Mark Mastrov) and the Kansas City Chiefs organization.

Differentiator

Problem solved

Functional benefit

Products and services

• Health & Fitness Club Membership
• Country Club Plaza Location
• Overland Park Location
• Group Fitness Classes
• Personal Training
• Recovery Lounge Services
• Corporate Wellness Programs
• Free Day Pass
• Liquid Wellness & IV Services
• Nutrition Bar & Fuel Zone / Pro Shop
• New Member Welcome Package

Quantifiable outcome

• Reduce recovery time through cryotherapy and compression therapy
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Kansas City ChiefscoreStrategic or Co-development PartnerChiefs Fit is the official fitness center brand of the Kansas City Chiefs NFL franchise. The partnership provides Chiefs Fit with exclusive rights to use the Chiefs brand, access to team-branded equipment (free weights, machines, cardio equipment), workout programs from the team's strength and conditioning staff, and nutritional insight from the organization's food service staff. Chiefs President Mark Donovan described the goal of promoting health and wellness to fans and the community through a state-of-the-art fitness center with the Chiefs brand.
• M6 Football / Mark MastrovcoreStrategic or Co-development PartnerM6 Football, founded by Mark Mastrov (founder and former chairman of 24 Hour Fitness), is the joint venture partner that developed and operates Chiefs Fit. M6 provides the operational expertise and business model for state-of-the-art health and fitness centers in partnership with professional sports teams. M6 has successfully launched similar gyms with the Dallas Cowboys, Chicago Bears, and Cleveland Browns.
• Liquid Wellness & IVminorChannel Partner/ Reseller/ DistributorLiquid Wellness & IV operates an on-site clinic at Chiefs Fit's Country Club Plaza location offering IV hydration therapy, vitamin injections (B12, Glutathione, Skinny Shot, Tri-immune, Vitamin D, Zinc), aesthetic treatments (Botox, fillers, microneedling), medical weight loss (Semaglutide, Tirzepatide), hormone therapy, and comprehensive lab testing services. These services are available as add-ons for members and non-members.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Life Time Group Holdings: Public, large-scale premium fitness operator with multi-revenue streams (memberships, personal training, spa/recovery, in-club F&B). Broader incumbent offering premium full-service clubs with recovery and group fitness that overlap with Chiefs Fit's positioning.
• Equinox: Premium national fitness brand with luxury positioning, group fitness programming, and high-touch recovery and spa services. Comparable to Chiefs Fit on premium pricing, affluent demographic, and amenity-driven experience.
• EOS Fitness: Multi-state premium-value gym operator with large footprints, group classes, and recovery amenities. Comparable mid-market premium positioning and class-driven model, though at lower price points than Chiefs Fit.

Emerging players

• Restore Hyper Wellness: Franchise-based recovery and wellness studio offering cryotherapy, IV therapy, infrared sauna, and similar modalities to Chiefs Fit's recovery lounge. Comparable on the wellness/recovery offering, though smaller footprint and no general gym access.
• F45 Training: Global boutique functional training franchise with group conditioning classes similar to Chiefs Fit's HIIT/strength/sports-conditioning programming. Comparable target customer and group-training model, though without the premium recovery stack.
• Club Pilates: Largest Pilates franchise in the U.S., part of the Xponential Fitness portfolio. Competes for the same group-fitness share of wallet in KC and represents the boutique-studio pressure on premium fitness operators.

Direct peers

• Cowboys Fit: Official fitness center of the Dallas Cowboys, also developed and operated by M6 Football (Mark Mastrov). Same model, NFL team partnership, premium facility, recovery amenities, and multi-location footprint — the closest direct comparable to Chiefs Fit.
• Bears Fit: Official fitness center of the Chicago Bears, built by M6 Football under the same partnership template as Chiefs Fit. Direct sibling brand with overlapping premium club, recovery, and group fitness positioning.
• Browns Fit: Official fitness center of the Cleveland Browns, another M6 Football property. Same NFL-fitness-center model, premium facility, and operational playbook — directly comparable concept and revenue structure.

Others

• ABC Fitness Solutions: Technology vendor providing the membership management and online enrollment platform used by Chiefs Fit. Included as an ecosystem enabler rather than a competitor — comparable revenue model context as a SaaS provider to the fitness industry.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/chiefsfit
• Facebookfacebook.com/chiefsfit
• Instagraminstagram.com/chiefsfit
• LinkedInlinkedin.com/company/chiefs-fit-country-club-plaza

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 Chiefs Fit - Country Club Plaza