hiitworks

What hiitworks does

hiitworks is a Kyiv-based boutique fitness studio network operating 10 physical locations across all major districts of the city, founded in 2016 as a sole proprietorship (ФОП Щербан Олеся Яношівна). The company's core product is a 45-minute group training session delivered in mini-groups of up to 12 participants under continuous supervision of a certified trainer, with a menu of more than 20 workout types spanning HIIT, cardio, strength, circuit, and specialty formats including Procedos-based 3D Basic and TRX. Differentiated technical components include MyZone heart rate sensors used during cardio sessions to display real-time pulse and calorie data, and the proprietary training methodology developed by co-founder and master trainer Yaroslav Soynikov, who personally trains the studio instructors.

The revenue model combines recurring gym memberships (subscription) with per-session purchases of group and personal training, plus a smaller corporate wellness stream. Pricing is anchored by a 99 UAH trial group session and a 50%-off trial personal training offer, with structured discounts for students, military personnel, and trial-day bookers, and installment payment via PrivatBank. Distribution is direct-to-consumer through the studio network, with marketing concentrated on Instagram (branded hashtag #встигаюпотренуватися), an extensive content blog, and a proprietary mobile app ('hiitworks fit') that adds social features such as friend subscriptions, 'Go Together' bookings, and workout archives. The customer base is dominated by urban professionals targeted by the brand's 'fitness for busy people' positioning, supplemented by general fitness enthusiasts and corporate clients.

The company is privately held with no disclosed external investors, parent company, or subsidiaries. Headcount is approximately 21, which is lean relative to the 10-studio footprint and likely reflects a model where trainers are engaged as contractors or part-time staff. Financials are not disclosed, and there is no evidence of AI/ML, patents, regulatory actions, mergers, or external funding. The strategic posture is one of local consolidation and product surface expansion rather than geographic or capital-markets activity.

Name

hiitworks

Legal name

ФОП Щербан Олеся Яношівна

Website

https://hiitworks.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

hiitworks is a Kyiv-based boutique fitness studio network operating 10 locations city-wide, offering 45-minute supervised group and personal training sessions in 20-plus formats to urban professionals, with subscriptions, per-session fees, and corporate wellness as revenue streams.

Ownership category

akta.pro rank

Product category

Boutique Fitness Studio Services

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

HIIT & Circuit Bootcamps (HSADABAA)

akta.pro secondary industries

General Personal Training (In-Person & Virtual) (HSADAAAA), Weight Loss & Body Transformation Training (HSADAAAC)

Keywords

• Group fitness training
• HIIT workouts
• Personal training services
• Corporate wellness programs
• Boutique fitness studios

Headquarters

HQ city

Kyiv

HQ country

Ukraine

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Memberships (Subscription): Recurring membership subscriptions granting access to network of 10 studios. Membership types include unlimited packages and limited visit packages. Duration varies (monthly, multi-month options).
2. Group Training Sessions: Individual group training session purchases. Trial session priced at 99 UAH. Regular group class pricing varies by package.
3. Personal Training: One-on-one training sessions with certified coaches. Individualized programs developed after fitness testing.
4. Corporate Packages: Customized fitness programs for corporate clients and businesses.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

hiitworks operates a network of 10 boutique fitness studios in Kyiv delivering 45-minute group training sessions (HIIT, Cardio, Strength and 20+ specialized class formats) led by certified coaches in mini-groups of up to 12 participants. The core offering is complemented by one-on-one personal training, professional fitness testing, weight loss programs, corporate wellness packages, and a supporting mobile app for booking and community features.

Product overview

hiitworks is a network of 10 modern fitness studios in Kyiv offering a comprehensive fitness ecosystem centered around 45-minute group training sessions led by certified coaches. The core offering includes HIIT (high-intensity interval training), Cardio, and Strength Training classes, supplemented with specialized sub-products like Popa Class (glute-focused), 3D Basic (Procedos platform training), BURN (fat-burning mix), Circular (circuit training), and TRX Basic. Additional services include Personal Training, Fitness Testing, Corporate Programs, and Weight Loss Programs. The network utilizes MyZone heart rate sensors for real-time pulse monitoring during training and offers a mobile app with social features. All sessions are conducted in mini-groups of up to 12 participants with continuous trainer supervision.

Differentiator

Problem solved

Functional benefit

Products and services

• Group Training (Групові тренування)
• Personal Training (Персональні тренування)
• Fitness Testing (Фітнес-тестування)
• Corporate Programs (Корпоративні програми)
• Weight Loss Programs (Програми схуднення)

Quantifiable outcome

• Fat burning continues for 48 hours after HIIT training sessions
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Others

• Gympass / Wellhub: Corporate wellness aggregator partnering with gyms and studios to sell B2B access to employees. Highly relevant to hiitworks' corporate channel strategy as both a potential distribution partner and a competitive threat to direct corporate sales.

Regional players

• Basic-Fit: Europe's largest low-cost fitness chain operating across multiple European countries. Comparable as a subscription-based fitness operator, though positioned at the value end versus hiitworks' premium coached model.
• McFIT: European fitness chain offering group classes, personal training, and subscription-based access. Operates mainly in Western Europe but illustrates the same category of multi-format subscription fitness that competes for share of wallet.

Direct peers

• CityFit: Self-service 24/7 fitness chain in Ukraine with monthly subscription model. Competes with hiitworks on price-sensitive fitness consumers in Kyiv but with a different service model (no group classes).
• Sportlife: Largest fitness club chain in Ukraine operating multiple studios with group classes, personal training, and memberships. Direct competitor to hiitworks in the same Kyiv market with overlapping customer base of urban professionals.
• Fitness Forma: Ukrainian fitness studio chain offering group and personal training programs. Operates in Kyiv with comparable group-class and membership structures targeting similar fitness enthusiasts.
• BeFit: Ukrainian fitness studio network offering group training with personal trainer supervision. Directly comparable in format (small-group coached sessions) and target market (urban Kyiv residents).

Emerging players

• F45 Training: Franchised functional and HIIT training concept with 45-minute group sessions, mirroring hiitworks' core format and time-efficient positioning. Direct competitor on training methodology and studio experience.
• Orangetheory Fitness: Globally recognized HIIT-based group fitness concept using heart-rate-monitored training, very similar to hiitworks' MyZone-driven HIIT/cardio offering. Comparable methodology and target customer (results-oriented busy adults).

Broad incumbents

• World Class Ukraine: Premium international fitness club brand operating in Kyiv with broader amenities (pools, spa, multiple program types). Comparable as a premium-positioned fitness operator in the same city competing for the same busy-professional segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/hiitworks.ua
• LinkedInlinkedin.com/company/hiitworks

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 hiitworks