In Shape Fitness Clubs
Fitness First Germany GmbH (Fitness First) is a privately held premium fitness club operator running studios in 29 cities across Germany and Austria under two membership tiers (BLACK premium, RED standard), supplemented by personal training, physiotherapy, corporate fitness (FirmenFitness), and HYROX-related sports travel.
- Company typePrivate
- Founded-
- HeadquartersBerlin, Germany
- Headcount1–10
- GTM typeB2C
- OfferingServices
What In Shape Fitness Clubs does
Fitness First Germany GmbH (operating commercially under the "Fitness First" brand) is a privately held, multi-city premium fitness club operator headquartered in Germany with an active studio footprint across 29 cities in Germany and Vienna, Austria. The company runs a tiered membership platform with two principal consumer tiers — Fitness First BLACK (premium, all-inclusive access including pool, sauna, and steam bath) and Fitness First RED (standard core access) — sold on 12- and 24-month recurring contracts. Beyond memberships, the company operates ancillary revenue streams including one-on-one personal training, in-studio physiotherapy, a B2B corporate fitness channel (FirmenFitness) that resells memberships as an employee benefit, and sports-travel packages (Sportreisen) tied to HYROX competitions.
The core operating model is asset-heavy: physical studios dominate service delivery, supplemented by a digital layer (Fitness First App, Home Workouts platform, Online Fitness Kurse) and a long-form content magazine that supports top-of-funnel acquisition. Third-party technology and content partnerships are central to the in-club experience — EGYM provides connected strength equipment, Les Mills licenses branded group-fitness formats (BODYCOMBAT, BODYJAM, etc.), and HYROX co-marketing produces training courses and event travel. Customer acquisition is direct-to-consumer via an online club selector, in-studio signups, and a deliberate competitor-switching program (Wechselangebot) that issues up to 12 months free to members porting from rival gyms. Segments served include general fitness consumers, students (with discounted pricing up to age 27), corporate accounts, and advanced fitness athletes pursuing HYROX-style training.
Note on data quality: while the firmographics record num_employees at 9 and a website (inshape-sports.de) that does not correspond to the brand, the substantive source material overwhelmingly describes the Fitness First Germany network; the scale implied by the described footprint (29 cities, multi-studio metros, premium tiering, ancillary services) is materially larger than a 9-employee entity. The analysis reflects the operational entity described by the substantive data, with the conflicting firmographics flagged as a quality issue.
In Shape Fitness Clubs firmographics
Firmographics- Name
- In Shape Fitness Clubs
- Legal name
- Fitness First Germany GmbH
- Website
- https://inshape-sports.de
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Fitness First Germany GmbH (Fitness First) is a privately held premium fitness club operator running studios in 29 cities across Germany and Austria under two membership tiers (BLACK premium, RED standard), supplemented by personal training, physiotherapy, corporate fitness (FirmenFitness), and HYROX-related sports travel.
- Ownership category
- akta.pro rank
In Shape Fitness Clubs industry classification
Industry- Product category
- Fitness Club Services
- NAICS
- Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)
- akta.pro secondary industry
- Functional Fitness / Cross-Training Groups (HSADABAH)
Keywords
Where In Shape Fitness Clubs is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices29 records
Markets served
In Shape Fitness Clubs business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Fitness Membership Subscriptions: Recurring monthly membership fees from individual consumers. Memberships are offered in multiple tiers (RED, BLACK, ALL-IN) with contract terms of 12 or 24 months. Revenue is generated through recurring subscription payments with additional setup fees and optional add-ons.
- Corporate Fitness (FirmenFitness): B2B corporate fitness partnerships where companies offer fitness memberships to their employees as employee benefits.
- Personal Training Services: Additional personal training sessions and coaching services offered to members at additional cost.
- Sports Travel (Sportreisen): Event travel packages for fitness events like HYROX competitions, generating revenue from travel and event coordination services.
- Physiotherapy Services: Physiotherapy services offered at select studio locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | ALL-IN RED/BLACK 24-month membership with 8 free weeks promotional offer |
| Subscription | Annual | ALL-IN RED/BLACK 12-month membership with 4 free weeks promotional offer |
| Subscription | Monthly | Fitness First BLACK premium membership tier |
| Subscription | Monthly | Fitness First RED standard membership tier |
| Subscription | Multi-year contract | Club Switch (Wechselangebot) for existing members |
| Subscription | Monthly | Student Discount |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
In Shape Fitness Clubs product offering
Product offeringCore offering
In Shape Fitness Clubs operates a chain of fitness studios across 29 cities in Germany and Austria under the Fitness First brand, providing tiered membership access (RED standard and BLACK premium) to gym facilities, group fitness courses, wellness amenities such as pools and saunas, and ancillary services including personal training and physiotherapy. The company also runs a FirmenFitness corporate wellness program and offers digital products such as a mobile app and home workout content.
Product overview
Fitness First Germany operates as a multi-tiered fitness club network offering a unified membership platform with differentiated access levels. The core offering consists of two membership tiers: Fitness First BLACK (premium, all-inclusive access) and Fitness First RED (standard access). Both tiers provide access to diverse training areas (Booty Zone, Recovery Area, EGYM Area, Performance Area, Functional Training, Cardio Training, Gerätetraining), group fitness courses (Les Mills, Yoga, Aqua, Cycling, Dance, Outdoor, Online, HYROX), and wellness facilities with pools, sauna, and steam bath. Additional services include Personal Training, Physiotherapie, and FirmenFitness corporate programs. The digital ecosystem comprises the Fitness First App, Home Workouts, and the Kalorienrechner tool accessible via the magazine platform. Studios are located across major German cities including Berlin, Hamburg, München, Frankfurt, Köln, and Düsseldorf.
Differentiator
Problem solved
Functional benefit
Brands
- Fitness First BLACK: Premium membership tier with full access to all facilities and services
- Fitness First RED
Products and services
- Fitness First BLACK Membership Premium all-inclusive membership tier offering full access to fitness facilities, group courses, and wellness areas including pool, sauna, and steam bath across all network studios.
- Fitness First RED Membership Standard membership tier providing core fitness and training facility access across the studio network.
- Fitness First App Mobile application for members to track training, access schedules, view course content, and manage their fitness membership.
- Personal Training One-on-one coaching sessions with certified personal trainers tailored to individual fitness goals, offered as an add-on to memberships.
- Physiotherapie (Physiotherapy) Physiotherapy services integrated within select fitness studios for rehabilitation, injury prevention, and recovery support.
- FirmenFitness Corporate Wellness Program B2B corporate fitness program enabling employers to offer Fitness First memberships as an employee benefit, supporting employee wellness initiatives.
- Probetraining (Free Trial Training) Complimentary trial training session that lets prospective members experience all fitness, course, and wellness offerings before committing to a paid membership.
- Online Fitness Courses Virtual fitness classes accessible remotely via online streaming, supplementing in-studio course options.
- Home Workouts At-home training programs and workout content allowing members to exercise outside the studio.
- Sportreisen (Sports Travel) Event travel packages for fitness events such as HYROX competitions, coordinating travel and event participation for members.
Quantifiable outcome
- Free trial training available for prospective members to test facilities before committing
- +1 more outcomes
Companies that use In Shape Fitness Clubs
Customer profileSegments4 records
Ideal customer profiles4 records
In Shape Fitness Clubs technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
In Shape Fitness Clubs partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- EGYMcoreFitness First has dedicated EGYM training areas in select studios, featuring EGYM's connected fitness equipment and digital training technology for enhanced workout tracking and program delivery.
- Les MillscoreFitness First offers Les Mills group fitness course formats including BODYCOMBAT, BODYJAM, BODYATTACK, and other Les Mills branded classes. Classes run 45-60 minutes at all skill levels.
- HYROXcoreFitness First is a HYROX partner offering specialized HYROX training courses and fitness races. The partnership includes beginner guides, advanced training plans, HYROX courses, and event travel packages for competitions.
- Fitness First Germany GmbHcoreFitness First Germany is operated by Fitness First Germany GmbH, headquartered in Germany. The company operates a network of fitness studios across Germany and Austria under the Fitness First brand.
Scale indicators1 record
Recent moves6 records
Expansion highlights6 records
In Shape Fitness Clubs competitors and assessment
Company assessmentEmerging players
- Urban Sports Club: Berlin-based sports aggregator offering flexible multi-club subscriptions across hundreds of partner studios including Fitness First competitors. Disrupts the long-term contract model and represents a structural threat to contract-based revenue.
Direct peers
- Basic-Fit: Europe's largest low-cost fitness chain operating across multiple countries including Germany. Competes on subscription price and multi-club access, putting pressure on Fitness First's value-tier membership economics.
- McFit (RSG Group): Germany's largest low-cost gym chain, now part of RSG Group. Operates a multi-city studio network with subscription memberships directly competing with Fitness First, though positioned at a lower price point with fewer premium amenities.
- PureGym: UK-origin low-cost gym chain expanding across Europe with subscription memberships. Represents the value-segment threat that pushes Fitness First to differentiate via amenities and brand experience.
- Kieser Training: German strength-focused gym chain with subscription memberships and a strong brand in health-oriented strength training. Targets a similar professional, health-conscious demographic with a multi-city studio network.
- Mrs.Sporty: German boutique fitness franchise targeting women with subscription-based personal training and small-group coaching. Competes for the same female consumer base that Fitness First addresses through its RED and BLACK memberships.
- John Reed Fitness Music Club: Boutique-style premium fitness club brand by McFit (RSG Group) with a club-network model, music-driven atmosphere, and design-led studios. Competes for the same premium, experience-oriented member that Fitness First BLACK targets.
- clever fit: German discount gym chain with a rapidly expanding network of studios across German cities. Competes on price-value with subscription memberships, putting pressure on Fitness First's mid-tier RED offering.
- Holmes Place: Premium international fitness and wellness club chain with presence in Germany and other European markets. Closest premium positioning to Fitness First BLACK, with comparable amenity sets including pools, spas, and group classes.
Broad incumbents
- David Lloyd Leisure: UK-headquartered premium health, fitness, and racquets club chain with a growing European presence. Comparable premium positioning with extensive family and wellness amenities similar to Fitness First BLACK clubs.
Market position
Strengths1 record
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
In Shape Fitness Clubs social profiles
Digital presenceIn Shape Fitness Clubs financial estimates
Financial estimateRevenue estimate
Valuation estimate
In Shape Fitness Clubs leadership team
Management profileNumber of profiles
In Shape Fitness Clubs funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
In Shape Fitness Clubs 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 In Shape Fitness Clubs
What does In Shape Fitness Clubs do?
In Shape Fitness Clubs operates a chain of fitness studios across 29 cities in Germany and Austria under the Fitness First brand, providing tiered membership access (RED standard and BLACK premium) to gym facilities, group fitness courses, wellness amenities such as pools and saunas, and ancillary services including personal training and physiotherapy. The company also runs a FirmenFitness corporate wellness program and offers digital products such as a mobile app and home workout content.
Is In Shape Fitness Clubs a public or private company?
In Shape Fitness Clubs is a private company. It is classified as unknown and is currently operating.
When was In Shape Fitness Clubs founded?
In Shape Fitness Clubs was founded in -1. It employs 1 to 10 people.
Where is In Shape Fitness Clubs based?
In Shape Fitness Clubs is headquartered in Berlin, Germany, in the Europe region.
How does In Shape Fitness Clubs make money?
Five revenue lines are on record. Fitness Membership Subscriptions are the primary driver. The others are corporate Fitness (FirmenFitness), personal Training Services, sports Travel (Sportreisen) and physiotherapy Services.
Who are In Shape Fitness Clubs's main competitors?
Urban Sports Club is listed as an emerging player. Direct peers are Basic-Fit, McFit (RSG Group), PureGym, Kieser Training, Mrs.Sporty, John Reed Fitness Music Club, clever fit and Holmes Place. David Lloyd Leisure is listed as a broad incumbent.
Does In Shape Fitness Clubs have an API?
No public API is recorded for In Shape Fitness Clubs.
What industry is In Shape Fitness Clubs in?
In Shape Fitness Clubs's product category is Fitness Club Services. Its primary akta.pro industry code is EDALAIAE, Group Fitness, Personal Training & Wellness Coaching, with a secondary code of HSADABAH, Functional Fitness / Cross-Training Groups. Its NAICS code is 713940 and its SIC code is 7997.