In Shape Fitness Clubs

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.

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

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

• Fitness club memberships
• Group fitness classes
• Personal training services
• Corporate wellness programs
• Health and wellness facilities

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices29 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. Corporate Fitness (FirmenFitness): B2B corporate fitness partnerships where companies offer fitness memberships to their employees as employee benefits.
3. Personal Training Services: Additional personal training sessions and coaching services offered to members at additional cost.
4. Sports Travel (Sportreisen): Event travel packages for fitness events like HYROX competitions, generating revenue from travel and event coordination services.
5. Physiotherapy Services: Physiotherapy services offered at select studio locations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core 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

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• EGYMcoreTechnology or IntegrationFitness 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 MillscoreStrategic or Co-development PartnerFitness 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.
• HYROXcoreStrategic or Co-development PartnerFitness 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 GmbHcoreOthersFitness 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

Emerging 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

• LinkedInlinkedin.com/company/in-shape-sports-clubs

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 In Shape Fitness Clubs