Diana's Health & Fitness

What Diana's Health & Fitness does

Diana's Health & Fitness is a privately-held, single-site health and fitness club located in Wellingborough, Northamptonshire, England, operating under the trading names Diana's Health & Fitness, Diana's, and historically Club Diana since the 1980s. The club serves individual consumers and local corporate clients with a comprehensive facility offering a gym equipped with Primal Strength, TechnoGym, Concept 2, Wattbike and TRX equipment, an indoor swimming pool, sauna, steam room, squash courts, Reformer Pilates studios, and a functional training studio. Group exercise programming spans over 30 weekly classes including Reformer Pilates (Holistic, Vitality, Endurance and Tower variants), Yoga, HIIT, Combat, Cycle, Aqua, Dance, Step, Pump, Mat Pilates and Functional Strength, supplemented by one-on-one and small-group personal training, the Diana's Dolphins learn-to-swim programme, and junior squash coaching for ages 5-18.

The business operates on a subscription-driven, direct-to-consumer membership model with ten published tiers ranging from £42.99/month (16-21s/60+) to £99.99/month (Reformer Monthly), plus a £313.99/month 12 Week Transformation programme, a £10/month child add-on, bespoke corporate packages for businesses with 50+ employees, and ancillary venue hire for events. Distribution is omnichannel but local: a 3D club tour, online join flow via a third-party management platform (ashbournemanagement.co.uk), free day passes, phone/email enquiry, and in-person tours. The facility is open 6am-9pm weekdays and 8am-7pm weekends, staffed by approximately 40 personnel across general management, group exercise, fitness, swim school, front of house, events, club administration, and maintenance functions, and supports a consistent content marketing presence via blog, email newsletter, success stories, and social media.

The company has no disclosed funding, no parent company, no acquisitions, and no structural changes on record; it is presented as an independent, owner-operated community club with multi-decade member retention. Revenue is not publicly disclosed. Competitive positioning is built primarily on community culture, breadth of in-house facilities, and a tiered Reformer Pilates offering rather than on technology differentiation or unit economics scale.

Name

Diana's Health & Fitness

Legal name

Diana's

Website

https://dianas.co.uk

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Diana's Health & Fitness is a privately-held, single-site health and fitness club in Wellingborough, UK, serving individual consumers and local corporate clients with a gym, pool, spa, squash courts, Reformer Pilates, group classes, personal training, and learn-to-swim programmes under a tiered monthly subscription model.

Ownership category

akta.pro rank

Product category

Health & Fitness Club

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industries

General Health Coaching (HSADAGAA), Corporate/Workplace Wellness Coaching (HSADAGAL), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)

Keywords

• Health club membership
• Group fitness classes
• Personal training services
• Swimming lessons
• Corporate fitness programs

Headquarters

HQ city

Wellingborough

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Personal Memberships: Recurring monthly or annual membership fees providing access to gym, pool, spa, classes, and squash courts. Various tiers available including full membership, off-peak, and age-specific options. Paid via direct debit, cash, or card.
2. Corporate Memberships: Tailored corporate membership packages for businesses, with bespoke options for companies with 50+ employees. Reduced rates extend to family and partners.
3. Personal Training Sessions: One-on-one and small group personal training sessions with certified trainers, available as add-ons to base memberships.
4. Venue Hire: The club and its facilities are available for private event hire, including the lounge and meeting spaces.
5. Junior Squash Coaching: Additional fee-based squash coaching sessions for children aged 5-18 years.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Diana's Health & Fitness operates a single-site traditional health club in Wellingborough, Northamptonshire, providing access to a fully equipped gym, indoor swimming pool, spa (sauna and steam room), squash courts, and over 30 weekly group exercise classes ranging from Reformer Pilates and Yoga to HIIT, Combat, Cycle, Aqua, and Functional Strength. The club monetises primarily through recurring personal and corporate memberships, with personal training sessions, the Diana's Dolphins learn-to-swim programme, junior squash coaching, and venue hire for private events as additional revenue streams.

Product overview

Diana's Health & Fitness is a traditional health and fitness club offering a comprehensive suite of fitness services and facilities. The core offering centres on a fully-equipped gym, swimming pool, spa facilities, squash courts, and over 20 group exercise class types. The fitness classes portfolio spans multiple disciplines including Reformer Pilates (with Holistic, Vitality, Endurance, and Tower variants), yoga (Holistic and Vitality), HIIT, combat fitness, cycle classes (including virtual MyRide options), dance, step, aqua, and functional strength training. The club also provides personal training services and swimming lessons through its Diana's Dolphins learn-to-swim programme. Membership tiers include flexible options (Monthly, Annual), concessionary rates (16-21s/60+), couples membership, Reformer-focused memberships, and a structured 12-week transformation programme. Corporate memberships and venue hire services are also available for businesses and private events.

Differentiator

Problem solved

Functional benefit

Products and services

• Gym Facilities
• Swimming Pool
• Group Exercise Classes
• Personal Training
• Swimming Lessons (Diana's Dolphins Learn-to-Swim Programme)
• Squash Courts
• Spa Facilities
• Venue Hire (Lounge and Meeting Spaces)
• Junior Squash Coaching
• Corporate Membership
• 12 Week Transformation Programme

Quantifiable outcome

• Members have achieved transformations including loss of up to 8 stone, reversal of type 2 diabetes, and significant improvements in cardiovascular health
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor.

• Primal StrengthminorOthersEquipment supplier partnership providing gym equipment including strength training equipment. Primal Strength is mentioned as one of the equipment brands that keeps Diana's 'at the forefront of innovation'.
• TechnoGymminorOthersEquipment supplier providing cardio and strength equipment. Listed as one of the brands Diana's partners with for latest fitness equipment.
• Concept 2minorOthersEquipment supplier known for rowing machines and fitness equipment. Partnered with Diana's for quality gym equipment.
• WattbikeminorOthersIndoor cycling and training bike manufacturer. Partner providing specialist cycling equipment for the club.
• TRXminorOthersSuspension training equipment brand. Provides TRX training systems for functional and resistance training classes.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• The Gym Group: UK 24/7 low-cost gym chain with national footprint. Represents the price-competition benchmark for the budget end of the market that Diana's must differentiate against via its premium facilities and community.
• Everyone Active: Operates a large UK portfolio of leisure centres and health clubs offering gym, swim, classes, and family programming. Comparable in its multi-generational membership approach and breadth of facilities including swimming pools and group exercise.
• Total Fitness: UK regional health club chain positioned between budget gyms and premium chains, offering gym, pool, classes, and PT. Strongly comparable in operating model and mid-market full-service positioning.
• énergie Fitness: UK franchise-based fitness club network offering mid-market gym, classes, and personal training. Comparable in its mix of independent-feeling clubs with structured membership tiers and PT upsells.
• PureGym: UK's largest low-cost gym operator with extensive national footprint. Competes for the same entry-level / value-conscious fitness consumer and forces pricing discipline across the regional market.
• Bannatyne Health Club: UK-based health club chain offering full-service facilities including gym, pool, spa, and group classes. Closest comparable operator in the traditional full-service independent/regional club segment, with similar multi-tier membership and PT-led positioning.

Regional players

• Better (GLL): UK non-profit leisure operator running local authority leisure facilities on behalf of councils. Provides publicly-subsidised competition in the Wellingborough/Northants area, particularly for swimming and group exercise.

Broad incumbents

• Virgin Active: Premium health club chain with comprehensive facilities (gym, pool, classes, spa). Notably referenced in member testimonials as a previous gym that members left, making it a direct upstream competitor for premium positioning in the same catchment.
• Nuffield Health: UK-wide health and wellbeing operator combining fitness clubs with clinical health services. Competes for the same household fitness spend with a broader healthcare offering, including physiotherapy and health assessments.
• David Lloyd Leisure: UK/European premium health and racquets club chain with extensive facilities (gym, pool, spa, squash, tennis, classes). Comparable in premium positioning and broad facility offering, but operates at much larger scale across multiple sites.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/diana's-health-&-fitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Diana's Health & Fitness