Sports Performance

What Sports Performance does

Elitas Fitness is a private boutique personal training business founded in 2012 and based in Chichester, West Sussex, United Kingdom. The company is operated by co-founders Ben Hanton and David Cox and delivers one-to-one personal training, strength and conditioning, soft tissue therapy, and nutrition services to local individual clients across three persona segments: general fitness individuals, athletes and sports professionals, and rehabilitation patients including MS and post-hospital cases.

The core offering is personalized one-to-one training sessions supported by a quote-based pricing model with no publicly disclosed rates. Revenue is generated primarily through recurring personal training sessions (typically recommended at three per week for optimal body composition results) combined historically with a strength training gym membership. In 2020, the gym membership component was rebranded as Forge The Training Club and now operates as a separate sub-brand entity. Service delivery is entirely in-person at the Chichester facility; no digital platform, mobile application, or proprietary technology product exists.

The business has no external institutional investors, no parent company, and no disclosed funding. Go-to-market is direct-to-consumer local, supported by a content marketing presence through Ben Hanton's published Huffington Post articles. The competitive position rests on the unusually dense qualifications of the two founders (University of Bath First Class BSc, Poliquin International certifications, multiple specialist nutrition and therapy qualifications) and a holistic methodology that integrates physical training, nutrition, and mental wellbeing. Customer acquisition is local-only with no evidence of geographic expansion beyond Chichester.

Name

Sports Performance

Legal name

Elitas Fitness

Website

https://elitas.co.uk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Elitas Fitness is a boutique personal training business in Chichester, UK, founded in 2012 by Ben Hanton and David Cox, delivering one-to-one training, nutrition, and rehabilitation services to local individuals and athletes.

Ownership category

akta.pro rank

Product category

Personal Training Services

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Sports Performance Personal Training (HSADAAAF)

akta.pro secondary industry

Strength & Conditioning / Athletic Performance Training (HSADAEAB)

Keywords

• Personal training services
• Strength and conditioning
• Soft tissue therapy
• Nutrition coaching
• Gym membership

Headquarters

HQ city

Chichester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Personal Training Sessions: One-to-one personalized training sessions with flexible scheduling. Sessions are tailored to individual goals and include long-term monitoring and support.
2. Gym Membership: Strength training gym membership (operated as Forge The Training Club), which can be combined with personal training sessions for optimal results.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Sports Performance (Elitas Fitness) runs a Chichester studio offering one-to-one personal training, strength and conditioning, soft tissue therapy, and nutrition services for individual clients. It also operates a subscription-based gym membership brand called Forge The Training Club that complements its coaching services. The studio combines physical training with mental wellbeing in a boutique, non-commercial environment.

Product overview

Elitas Fitness is a results-driven personal training business offering a unified suite of fitness services centered around personalized one-to-one training sessions. The core offering is Personal Training, supplemented by Strength and Conditioning, Soft Tissue Therapy, and Nutrition Services. The company previously operated a strength training gym which has been rebranded as Forge The Training Club. All services are delivered by qualified trainers Ben Hanton and David Cox, emphasizing a holistic approach that combines physical training with mental wellbeing and nutrition support.

Differentiator

Problem solved

Functional benefit

Brands

• Forge The Training Club: The strength training gym membership division of Elitas Fitness, now operating as a separate brand.

Products and services

• Personal Training

Quantifiable outcome

• Recommended training frequency of at least 3 times per week for optimal body composition results

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights1 record

Direct peers

• Reach Fitness: UK-based personal training studio offering customized one-to-one training programs. Directly comparable to Elitas as a UK boutique PT operation emphasizing personalized coaching and trainer expertise.
• F45 Training: Functional training franchise combining strength and conditioning in group formats. Comparable to Elitas's strength and conditioning focus, but delivers via group classes rather than one-to-one sessions and operates as a franchise model globally.
• Barry's: Premium boutique fitness brand combining strength training with high-intensity intervals in a club-style format. Comparable as a premium-tier fitness operator with a strong brand identity, though Barry's focuses on group classes and is significantly larger with multiple locations.
• Ultimate Performance: Global boutique personal training company specializing in one-to-one body composition coaching. Directly comparable to Elitas as a premium, science-driven PT operator with highly qualified trainers and results-focused methodology, though at much larger scale across multiple global cities.

Broad incumbents

• David Lloyd Leisure: Major UK and European health club chain offering personal training, group classes, and family-oriented fitness facilities. Comparable as a UK personal training service provider but with a much broader mass-market positioning and dozens of locations.
• 1Rebel: Premium UK boutique fitness brand offering strength, conditioning, and cycling classes in urban locations. Comparable to Elitas's strength and conditioning focus and premium positioning, though delivers via group studio formats rather than one-to-one training.
• Third Space London: Premium London-based health club chain offering personal training alongside broader fitness facilities, classes, and spa amenities. Comparable to Elitas at the premium end of the UK fitness market but operates multiple London locations with a much broader service portfolio.
• Nuffield Health: UK healthcare and fitness operator combining gyms, personal training, physiotherapy, and health assessments. Comparable to Elitas in integrating fitness with rehabilitation and clinical services, though at significantly larger scale as a national incumbent.
• PureGym: UK's largest low-cost gym chain with hundreds of locations across the country. Comparable as a UK fitness operator serving Chichester-area consumers, though positioned at the opposite end of the market with budget pricing and self-service rather than premium PT focus.
• DW Fitness First: UK-wide gym operator offering personal training alongside broader fitness facilities and group classes. Comparable as a UK-based personal training provider but operates at mass-market scale with national footprint, contrasting with Elitas's boutique single-location model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sports-performance

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Sports Performance