FIT House
FIT House is a women-owned boutique fitness studio in Davis, California offering group classes in yoga, Pilates, strength training, and indoor cycling, plus personal training. Founded in 2010, it serves local members, UC Davis students, and military personnel through monthly memberships and class packs.
- Company typePrivate
- Founded-
- HeadquartersDavis, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What FIT House does
FIT House (also known as Fit House Davis) is a privately held, women-owned boutique fitness studio operating from a single location at 302 G Street in downtown Davis, California. Founded in 2010, the studio offers group fitness classes across four disciplines: Yoga (Yin Yoga Nidra, Vinyasa/Yin, Power Flow), Pilates (Power Pilates, Pilates x Flow), Strength (LIFT45/60), and Indoor Cycling (RIDE45, RIDE x LIFT), alongside one-on-one and small-group personal training. The studio is woman-owned and operated by four co-owners (Lisa Herrington, Jacquelyn McNaughton, Blanche McNaughton, and Bri Rose), each of whom actively teaches and directs one discipline. The studio serves a local Davis community that includes UC Davis students, military personnel, and general fitness enthusiasts, with all classes booked through the MindBody platform 7 days in advance.
The business generates revenue through a layered pricing model that includes recurring monthly memberships ($119-$199 for unlimited class access depending on tier), class packs ($130-$219 for 5-10 classes), single-class drop-ins ($30), and personal training sessions ($35-$100 per person based on group size). Student and military discounts are available, and new clients are converted through discounted introductory offers ($49-$139). Ancillary revenue comes from merchandise sales (e.g., water bottles). The studio has no external institutional investors, no parent company, and no disclosed funding; it operates as an independent private business with a lean organizational structure of approximately 67 total personnel, including roughly 30 instructors and trainers.
FIT House's go-to-market motion is community-led, leveraging Instagram (@fithousedavis), Facebook, email newsletters, and word-of-mouth referrals. Operational infrastructure is minimal and largely outsourced to MindBody for scheduling, billing, and notifications, with no proprietary technology, mobile app, or AI capabilities. The studio hosts community wellness events and emphasizes a "fitness family" brand position. Geographic reach is single-market (Davis, CA), with no disclosed expansion plans, multi-location footprint, or e-commerce distribution.
FIT House firmographics
Firmographics- Name
- FIT House
- Legal name
- Fit House Davis
- Website
- https://fithousedavis.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- FIT House is a women-owned boutique fitness studio in Davis, California offering group classes in yoga, Pilates, strength training, and indoor cycling, plus personal training. Founded in 2010, it serves local members, UC Davis students, and military personnel through monthly memberships and class packs.
- Ownership category
- akta.pro rank
FIT House industry classification
Industry- Product category
- Boutique Fitness Studio
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Functional Fitness / Cross-Training Groups (HSADABAH)
- akta.pro secondary industries
- Strength & Conditioning Bootcamps (HSADABAB), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)
Keywords
Where FIT House is headquartered
LocationHeadquarters
- HQ city
- Davis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
FIT House business model
Business model- GTM type
- B2C
- Offering type
- Services
Revenue model
- Monthly Membership Subscriptions: Recurring monthly memberships for unlimited access to specific class categories (Yoga & Pilates, LIFT/RIDE, or Premium all-access). Auto-billed recurring payments via payment method on file.
- Class Packs: Pre-purchased class packs (5 or 10 classes) for Yoga & Pilates or Premium classes. One-time purchase with expiration dates.
- Single Class Drop-ins: One-time purchase of individual classes at $30 each (or $22 one-time purchase without membership).
- Personal Training Sessions: One-on-one and small-group personal training sessions priced per hour, ranging from $35-$100 per person depending on group size.
- Merchandise Sales: Sale of merchandise items including water bottles ($3) with 30-day return/exchange policy.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 3 Class Starter Pack for new clients |
| Subscription | Pay-as-you-go | 1 Month Yoga & Pilates Pass for new clients |
| Subscription | Pay-as-you-go | 1 Month Premium Pass for new clients |
| Subscription | Monthly | Yoga & Pilates Monthly Pass |
| Subscription | Monthly | LIFT / RIDE Monthly Pass |
| Subscription | Monthly | Premium Monthly Pass |
| Unit Pricing | Pay-as-you-go | Yoga & Pilates Class Pack (10 classes) |
| Unit Pricing | Pay-as-you-go | Premium Class Packs |
| Unit Pricing | Pay-as-you-go | Single Class Drop-in |
| Unit Pricing | Pay-as-you-go | Personal Training - One-on-One |
| Unit Pricing | Pay-as-you-go | Personal Training - Two People |
| Unit Pricing | Pay-as-you-go | Personal Training - Three People |
| Unit Pricing | Pay-as-you-go | Personal Training - Four or More |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
FIT House product offering
Product offeringCore offering
FIT House is a women-owned boutique fitness studio in Davis, CA that sells group fitness classes and personal training services. The studio offers four core class disciplines—yoga, Pilates, LIFT (strength training), and RIDE (indoor cycling)—delivered in person at its 302 G Street location and booked through the MindBody platform. Access is sold via monthly memberships, pre-purchased class packs, single class drop-ins, and one-on-one or small-group personal training sessions.
Product overview
FIT House is a women-owned boutique fitness studio in Davis, CA offering a unified fitness platform combining group fitness classes, personal training, and wellness events. The core offering includes four class disciplines: Yoga (YIN YOGA NIDRA, VINYASA/YIN YOGA, POWER FLOW YOGA), Pilates (POWER PILATES, PILATES x FLOW), Strength (LIFT45/60), and Indoor Cycling (RIDE45, RIDE x LIFT). These classes are available through flexible pricing options including monthly memberships, class packs, and drop-in access. The studio also offers Personal Training for one-on-one or small-group customized coaching, and hosts community wellness Events. All classes are booked through the MindBody platform and the studio maintains partnerships with wellness service providers.
Differentiator
Problem solved
Functional benefit
Products and services
- Yin Yoga Nidra 60-minute unheated yin yoga class with guided Yoga Nidra meditation for deep relaxation and restoration, suitable for all fitness levels.
- Vinyasa/Yin Yoga 60-minute lightly heated yoga class blending vinyasa flow with deep yin stretches, suitable for all levels.
- Power Flow Yoga Heated (88-94°F) breath-led vinyasa class blending strength, mobility, and rhythm into continuous flow, with adaptable options for all fitness levels.
- Power Pilates Infrared heated (80-94°F) Pilates class using bands, weights, gliders, and rings to build core strength, control, and alignment.
- Pilates x Flow Heated fusion class combining Pilates core strength with fluid vinyasa-inspired movement to build heat, strength, and stability.
- LIFT45/60 Signature hybrid strength training class using free weights, resistance bands, bodyweight, and TRX; available in 45-minute and 60-minute formats.
- RIDE45 45-minute rhythm-driven indoor cycling class with intervals, resistance changes, and music choreography for all levels; SPD or DELTA cycling shoes required.
- RIDE x LIFT Hybrid class pairing 30 minutes of indoor cycling with 15 minutes of full-body strength training for a balanced workout.
- Personal Training One-on-one and small-group personalized training with goal planning, customized workout plans, technique instruction, and accountability, priced hourly.
- Monthly Memberships Recurring monthly memberships offering unlimited access to specific class categories or all classes, with student and military discounts.
- Class Packs Pre-purchased bundles of 3, 5, or 10 classes for Yoga & Pilates or Premium categories, expiring 30 days after purchase.
- Single Class Drop-Ins One-time purchase of an individual class at $30 (or $22 for one-time purchase without membership), including shoe and mat rental.
- Wellness Events Studio-hosted community wellness events open to members and the public, with custom-planning available for groups.
Quantifiable outcome
- Classes require minimum 2 pre-registrations one hour prior to start, ensuring viable class sizes
Companies that use FIT House
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles1 record
FIT House technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
FIT House partnerships and signals
Strategic signalScale indicators4 records
Recent moves4 records
Expansion highlights4 records
FIT House competitors and assessment
Company assessmentDirect peers
- Solidcore: Boutique strength-focused fitness brand using Pilates-based reformer and lagree-style machines. Adjacent peer to FIT House's Power Pilates and LIFT strength classes in the premium boutique strength category.
- Orangetheory Fitness: National group strength-and-conditioning boutique fitness brand. Comparable to FIT House's LIFT45/60 strength classes — coach-led, group-format strength training sold via recurring memberships.
- CycleBar: Indoor cycling boutique franchise. Directly comparable to FIT House's RIDE45 and RIDE x LIFT rhythm-driven indoor cycling classes with membership and class-pack pricing.
- Club Pilates: Largest Pilates-focused boutique fitness franchise in the U.S. Directly comparable to FIT House's Power Pilates and Pilates x Flow offerings — group reformer/mat Pilates classes in a membership-driven boutique studio format.
- CorePower Yoga: National heated yoga boutique chain. Comparable to FIT House's Power Flow Yoga, Vinyasa/Yin, and Yin Yoga Nidra classes — heated vinyasa yoga with tiered memberships and unlimited class access.
- Pure Barre: Boutique barre/Pilates-style group fitness franchise. Adjacent peer to FIT House's Pilates and LIFT strength offerings in the boutique group-fitness category with similar tiered memberships.
- Y7 Studio: Hip-hop heated yoga boutique chain. Comparable to FIT House's Power Flow Yoga and heated Power Pilates — boutique yoga with strong brand/community identity and premium drop-in pricing.
- Barry's Bootcamp: Premium boutique fitness brand offering high-intensity strength and cardio group classes. Comparable to FIT House's hybrid LIFT/RIDE model — strength-cardio fusion with premium pricing and a strong community-led brand identity.
Broad incumbents
- Life Time Fitness: Large multi-format fitness operator offering yoga, Pilates, strength, and cycling under one membership. Broader incumbent alternative to FIT House's boutique multi-discipline studio model, though with less curated community atmosphere.
Others
- Mindbody (ClassPass / Mindbody): FIT House's booking, scheduling, and billing platform; comparable as ecosystem/adjacent infrastructure enabling boutique studios. Not a competitor but a relevant platform peer shaping member acquisition and retention dynamics.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
FIT House social profiles
Digital presenceFIT House financial estimates
Financial estimateRevenue estimate
Valuation estimate
FIT House leadership team
Management profileNumber of profiles
FIT House funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FIT House M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FIT House
What does FIT House do?
FIT House is a women-owned boutique fitness studio in Davis, CA that sells group fitness classes and personal training services. The studio offers four core class disciplines—yoga, Pilates, LIFT (strength training), and RIDE (indoor cycling)—delivered in person at its 302 G Street location and booked through the MindBody platform. Access is sold via monthly memberships, pre-purchased class packs, single class drop-ins, and one-on-one or small-group personal training sessions.
Is FIT House a public or private company?
FIT House is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FIT House founded?
FIT House was founded in -1. It employs 51 to 100 people.
Where is FIT House based?
FIT House is headquartered in Davis, United States, in the North America region.
How does FIT House make money?
Five revenue lines are on record. Monthly Membership Subscriptions are the primary driver. The others are class Packs, single Class Drop-ins, personal Training Sessions and merchandise Sales.
Who are FIT House's main competitors?
Direct peers on record are Solidcore, Orangetheory Fitness, CycleBar, Club Pilates, CorePower Yoga, Pure Barre, Y7 Studio and Barry's Bootcamp. Life Time Fitness is listed as a broad incumbent. Mindbody (ClassPass / Mindbody) is listed as an others.
Does FIT House have an API?
No public API is recorded for FIT House.
What industry is FIT House in?
FIT House's product category is Boutique Fitness Studio. Its primary akta.pro industry code is HSADABAH, Functional Fitness / Cross-Training Groups, with a secondary code of HSADABAB, Strength & Conditioning Bootcamps. Its SIC code is 7997.