DW-SPORTS

What DW-SPORTS does

Fitness First Ltd, the operating subsidiary linked to DW-SPORTS, is a UK-headquartered premium gym chain operating 25+ fitness clubs concentrated in London (16 locations across Baker Street, Balham, Bishopsgate, Brixton, Clapham, Fenchurch, Hammersmith, Highbury, Liverpool Street, Marylebone, Oxford Circus, Queen's Park, The Strand, Wapping, Streatham, and London Bridge) plus regional sites in Milton Keynes, Bath, Bedford, Bangor, Jersey, Solihull, St Albans, and Wigan. The core product is multi-club gym access on recurring monthly/annual subscriptions, augmented by 60+ group fitness class formats spanning HYROX training, Reformer Pilates, cardio, cycle, strength, mind & body, and Red Light Therapy. Personal training is sold as an add-on service across the network.

The company's technology layer, marketed as the 'able' platform, combines connected strength equipment (Smart Strength) with an AI-driven workout personalization engine (Genius AI) and a biological age assessment (BioAge) that is also used as a free lead-generation tool during gym tours. Members access booking, tracking, and contactless check-in through iOS and Android apps, with corporate sales and discount partnerships (Gymshark, Nike, Under Armour, Healf, Built for Athletes, Manscaped) layered on top. Revenue comes primarily from subscription memberships, with secondary streams from personal training, premium class add-ons, and B2B corporate wellness contracts. The company is privately held and registered in England.

The current strategic posture emphasizes product differentiation through the able technology stack and event-driven member acquisition around HYROX, alongside expansion of premium class inventory (Reformer Pilates, Red Light Therapy) and a new 360 holistic wellbeing membership tier. Distribution is omnichannel — physical tour, website self-serve, mobile app, and direct B2B sales — with community programming (EveryRun running club, HYROX training groups) used to support retention.

Name

DW-SPORTS

Legal name

Fitness First Ltd

Website

https://dwsports.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Fitness First Ltd, linked to DW-SPORTS, is a UK-based premium gym chain operating 25+ clubs across London and regional cities, offering multi-club gym memberships, 60+ group fitness class formats, personal training, and the proprietary 'able' smart fitness platform with AI-driven workout personalization.

Ownership category

akta.pro rank

Product category

Fitness Center Services

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

Sports-Specific Group Conditioning (HSADABAK), Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG), Endurance Sports Coaching & Training Camps (Running, Cycling, Triathlon, Swimming) (MPAKAJAH)

Keywords

• Fitness club operations
• Gym memberships
• Health club services
• Personal training
• Group exercise classes

Headquarters

HQ city

Zonhoven

HQ country

Belgium

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Gym Membership Subscriptions: Recurring monthly and annual membership fees providing access to gym facilities, classes, and multi-club access depending on membership tier.
2. Personal Training Services: One-on-one personal training sessions with certified fitness professionals, sold as additional services on top of base membership.
3. Class-based Revenue: Revenue from specialized classes including Reformer Pilates, HYROX training, and premium class formats included within membership or as add-ons.
4. Corporate Memberships: B2B corporate solutions and membership packages offered to businesses as employee wellness benefits.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

DW-SPORTS operates a network of fitness clubs through its subsidiary Fitness First, a UK-based gym chain with more than 25 locations. The company sells gym memberships, personal training, and group exercise classes to individual consumers and corporate clients.

Product overview

Fitness First is a UK-based gym chain operating as a single unified fitness platform combining physical gym facilities with technology-enabled personalization. The core offering consists of gym access across 25+ UK club locations and over 60 group fitness class formats. The product ecosystem is augmented by the able technology platform (BioAge, Genius AI, Smart Strength), personal training services, a mobile app for class booking and progress tracking, and the 360 holistic wellbeing membership. The company also offers corporate membership solutions and the EveryRun community running program.

Differentiator

Problem solved

Functional benefit

Brands

• able: Smart fitness technology platform combining fitness tech with personal trainers, featuring BioAge assessment, Genius AI workout personalization, and Smart Strength tracking.
• BioAge
• 360
• EveryRun

Products and services

• Fitness First Gym Memberships
• Personal Training
• Group Exercise Classes

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• HYROXcoreStrategic or Co-development PartnerFitness First has a flagship partnership with HYROX fitness races, hosting 'Fitness First x HYROX' branded events. The partnership includes exclusive HYROX classes (HYROX Engine, HYROX Power, HYROX Sim) and member stories around HYROX race preparation. The company sponsored athletes at London Olympia HYROX event.
• GymsharkcoreGTM or Marketing PartnerGymshark Conditioning Club is a branded fitness class exclusive to Fitness First, combining Gymshark's fitness brand with Fitness First's class programming. Members receive 20% off first purchase from Built for Athletes.
• Les MillscoreTechnology or IntegrationLicensed programming partnership for Les Mills group fitness classes including BodyCombat, BodyAttack, BodyPump, BodyPump Heavy, Strength Development, Shapes, RPM, Yoga, Pilates, BodyBalance, and Sprint.
• Nike (Running Coach Manni Ovola)minorStrategic or Co-development PartnerPartnership with Nike Running Coach Manni Ovola for the EveryRun community running program, combining running workshops with injury prevention training.
• Under ArmourminorGTM or Marketing PartnerMember benefit partnership offering 15% off Under Armour products for Fitness First members.
• HealfminorGTM or Marketing PartnerMember benefit partnership offering 20% off everything at Healf for Fitness First members.
• Built for AthletesminorGTM or Marketing PartnerMember benefit partnership offering 20% off first purchase for Fitness First members.
• ManscapedminorGTM or Marketing PartnerMember benefit partnership offering 15% off everything for Fitness First members.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Emerging players

• 1Rebel: London boutique fitness brand. Overlaps with FF premium positioning and group class programming, particularly in the HIIT/cycling boutique segment.
• F45 Training: Global functional training franchise with strong UK presence. Competes for the same group fitness and HYROX-adjacent training member, though via a smaller studio footprint.
• Barry's Bootcamp: Global boutique fitness brand with London studios. Competes for premium urban members interested in HIIT and strength conditioning, intersecting with FF's HYROX/Conditioning Club audience.

Broad incumbents

• Virgin Active: Established premium health club operator with UK presence. Competes with FF on premium multi-club memberships and family-oriented offering.
• Equinox: Global luxury fitness brand with multiple UK locations. Competes for the highest-spend urban members and offers broadly similar premium group class and personal training experiences.

Direct peers

• Third Space: London premium boutique fitness club. Direct competitor for premium urban members, with even higher-end positioning and similar class programming.
• David Lloyd Leisure: UK/European premium family fitness and racquets club operator. Competes directly with FF in premium family and multi-club memberships, with comparable PT and class offerings.
• PureGym: UK's largest low-cost gym chain with 600+ locations. Directly competes with Fitness First on the UK consumer membership base, though positioned at the value end of the market.
• The Gym Group: UK-listed low-cost gym operator with 240+ sites. Closest head-to-head competitor on multi-club access membership, though at materially lower price points.
• Gymbox: London-based premium fitness club brand. Overlaps with FF on premium urban member profile and group class programming.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/fitnessfirst_uk
• YouTubeyoutube.com/@FitnessFirstUKOfficial
• Facebookfacebook.com/FitnessFirstUKOfficial
• LinkedInlinkedin.com/company/dw-sports
• Instagraminstagram.com/fitnessfirst_uk_official
• TikToktiktok.com/@fitnessfirst.uk

Revenue estimate

Valuation estimate

Number of profiles

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 DW-SPORTS