Onyx Athletica

What Onyx Athletica does

Onyx Athletica operates in market as Santo Studio, a privately held US-based company combining a direct-to-consumer performance apparel brand with a physical training facility called Santo Performance Studio. The apparel business runs on a Shopify-based e-commerce storefront (santostudio.com) offering menswear, womenswear, accessories, and multiple athlete-collaboration collections (Khamzat Chimaev, Cody Bellinger, Blake Snell, Khalil Rountree Jr., Cole Houshmand, Twitch, Checkmat Jiu-Jitsu), shipping globally to the US, UK, Australia, Canada, Japan, and most of Europe. A flagship retail store provides an additional in-person channel with a 15% member discount.

The Santo Performance Studio is a 24/7 fitness and Jiu-Jitsu facility offering three membership tiers: Monthly Members at $350/month (founding rate $250/month for the first 50), Private Trainers at $1,200/month, and Kids Jiu-Jitsu at $150/month, each requiring a six-month minimum commitment. The Jiu-Jitsu program is anchored by world-class coaches Leo Vieira and Bernardo Tavolaro and runs both Gi and No-Gi classes for adults and children. The business model blends recurring subscription revenue from memberships with one-time apparel sales, and uses athlete collaborations as the primary content and marketing engine.

The company is lean, with 5 employees disclosed, no parent company or external funding rounds referenced, and operating primarily from the US with the listed headquarters in Newport Beach, California. There is no public listing, and ownership and incorporation details are not disclosed in the source material.

Name

Onyx Athletica

Legal name

Santo Studio

Website

https://onyxathletica.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Onyx Athletica operates as Santo Studio, a US-based direct-to-consumer performance apparel brand and operator of the 24/7 Santo Performance Studio, selling menswear, womenswear, and athlete-collaboration collections while offering Jiu-Jitsu and gym memberships to athletes, creatives, and families.

Ownership category

akta.pro rank

Product category

Athletic Apparel

NAICS

Sporting Goods Retailers (45911), Fitness and Recreational Sports Centers (71394), Shoe Retailers (45821)

SIC

Retail-Apparel & Accessory Stores (5600), Services-Membership Sports & Recreation Clubs (7997), Retail-Shoe Stores (5661)

akta.pro primary industry

Athletic / Performance & Activewear Brands (CRAAAAAD)

akta.pro secondary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

Keywords

• Performance apparel
• Athletic wear
• Jiu-Jitsu classes
• Fitness studio
• Athlete collaborations

Headquarters

HQ city

Not specified

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Marketing or Sales, Supply Chain, Operations, Infrastructure

Revenue model

1. Apparel and Accessories Sales: Direct-to-consumer sales of performance apparel including T-shirts, jerseys, sweatshirts, footwear, denim, outerwear, and accessories through e-commerce and flagship retail locations.
2. Gym Memberships and Training Services: Monthly membership fees for gym access, Jiu-Jitsu classes (adults and kids), and trainer facilities at Santo Performance Studio.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Onyx Athletica, operating as Santo Studio, sells performance apparel (men's, women's, accessories, footwear, seasonal and athlete collaboration collections) directly to consumers through e-commerce (santostudio.com) and a flagship retail store, and operates the Santo Performance Studio, a 24/7 fitness and Jiu-Jitsu training facility offering monthly memberships, private trainer access, and kids Jiu-Jitsu classes. The apparel line is purpose-built for extreme athletes in combat sports and action sports and is co-branded with professional athletes and world-class BJJ instructors.

Product overview

Santo Studio is an apparel and fitness company operating two interconnected offerings: a physical Santo Performance Studio (24/7 gym with Jiu-Jitsu classes) and an e-commerce apparel business. The performance studio provides membership tiers including Monthly Members ($350/month, founding rate $250/month), Private Trainers ($1,200/month), and Kids Jiu-Jitsu ($150/month). The apparel division encompasses menswear (T-Shirts, Jerseys, Sweatshirts, Shirts, Knitwear, Outerwear, Pants, Denim, Shorts, Boardshorts, Footwear), womenswear (Denim, Sneakers, Moda Sport, Tops), and accessories (Eyewear, Hardgoods, Headwear, Luggage). The company also operates multiple athlete and brand collaborations including Khamzat Chimaev, Cody Bellinger, Blake Snell, Checkmat Jiu Jitsu (Leo Vieira), Concrete Cowboys, Khalil Rountree Jr., Cole Houshmand, Twitch, and Combat Club.

Differentiator

Problem solved

Functional benefit

Products and services

• Santo Performance Studio A 24/7 fitness and Jiu-Jitsu training facility offering gym access, Gi and No-Gi Jiu-Jitsu classes for adults, and kids Jiu-Jitsu classes (ages 4+), with state-of-the-art equipment and instruction by world-class BJJ coaches including Leo Vieira and Bernardo Tavolaro.
• Monthly Gym Membership Subscription membership providing 24/7 gym access, unlimited adult Jiu-Jitsu classes, 15% off all in-store purchases at the Santo Performance Studio, and discounted access to seminars and events; priced at $350/month with a $250/month founding rate.
• Private Trainer Membership Subscription membership for independent personal trainers providing 24/7 access to train clients in all gym areas within a professional and collaborative training environment, with optional enrollment in adult Jiu-Jitsu classes; priced at $1,200/month with a 6-month minimum commitment.
• Kids Jiu-Jitsu Membership Subscription membership providing unlimited access to kids Jiu-Jitsu classes (ages 4+) led by world-class coaches Leo Vieira and Bernardo Tavolaro, focused on discipline, fundamentals, and confidence; priced at $150/month with a parent add-on pass available for an additional $200/month.
• Performance Apparel Direct-to-consumer performance apparel line for extreme athletes and creatives, including men's and women's T-shirts, jerseys, sweatshirts, shirts, knitwear, outerwear, pants, denim, shorts, boardshorts, footwear, eyewear, hardgoods, headwear, and luggage, sold online and through the flagship store.
• Khamzat Chimaev x Santo Studio Collection Co-branded performance apparel collection with professional MMA fighter Khamzat Chimaev, sold through the Santo Studio e-commerce site.
• Cody Bellinger NY Collection Co-branded apparel collection featuring MLB player Cody Bellinger, sold through the Santo Studio e-commerce site.
• Blake Snell ZILLA Collection Co-branded performance apparel collection with MLB pitcher Blake Snell, sold through the Santo Studio e-commerce site.
• Checkmat Jiu Jitsu Collection Co-branded apparel collection and integrated training program with the Checkmat Jiu-Jitsu team led by Leo Vieira, sold through the Santo Studio e-commerce site.
• Khalil Rountree Jr. x Santo Studio Collection Co-branded performance apparel collection with UFC fighter Khalil Rountree Jr., sold through the Santo Studio e-commerce site.
• Cole Houshmand Collection Co-branded apparel collection with professional surfer Cole Houshmand, sold through the Santo Studio e-commerce site.
• Twitch x Santo Studio Collection Co-branded apparel collection with content creator and streamer Twitch, sold through the Santo Studio e-commerce site.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and flagship.

• Leo VieiracoreStrategic or Co-development PartnerBJJ legend and Checkmat team founder Leo Vieira serves as a key partner and instructor at Santo Performance Studio. He leads the Santo Studio Jiu-Jitsu Division and provides world-class coaching for both adult and kids Jiu-Jitsu classes.
• Bernardo TavolarocoreStrategic or Co-development PartnerWorld-renowned BJJ practitioner and coach Bernardo Tavolaro serves as a key instructor for kids Jiu-Jitsu classes at Santo Performance Studio.
• Khamzat ChimaevflagshipGTM or Marketing PartnerProfessional MMA fighter Khamzat Chimaev has an athlete collaboration collection with Santo Studio (Khamzat Chimaev x Santo Studio), featuring co-branded performance apparel.
• Cody BellingerflagshipGTM or Marketing PartnerMLB player Cody Bellinger has an athlete collaboration collection with Santo Studio (Cody Bellinger NY collection), featuring co-branded apparel.
• Blake SnellflagshipGTM or Marketing PartnerMLB pitcher Blake Snell has an athlete collaboration collection called 'ZILLA' with Santo Studio, featuring co-branded performance apparel.
• Nyjah HustonflagshipGTM or Marketing PartnerProfessional skateboarder Nyjah Huston is featured in Santo Studio design team lookbook and represents the brand in creative/athletic collaborations.
• Checkmat Jiu-JitsucoreStrategic or Co-development PartnerCheckmat Jiu-Jitsu team, led by Leo Vieira, has a dedicated collection and division with Santo Studio. The partnership includes the 'Checkmat by Leo Vieira - Santo Studio' collection and integrated Jiu-Jitsu training programs.
• Khalil Rountree Jr.flagshipGTM or Marketing PartnerUFC fighter Khalil Rountree Jr. has an athlete collaboration collection with Santo Studio (Khalil Rountree x Santo Studio), featuring co-branded performance apparel.
• Cole HoushmandflagshipGTM or Marketing PartnerProfessional surfer Cole Houshmand has an athlete collaboration collection with Santo Studio.
• TwitCHflagshipGTM or Marketing PartnerContent creator/streamer TwitCH has an athlete collaboration collection with Santo Studio (Twitch x Santo Studio).

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hayabusa: Specialty combat sports (BJJ, MMA) apparel and gear brand with a strong community and athlete-sponsorship engine. The closest direct competitor to Santo Studio's Checkmat/Leo Vieira and Khamzat Chimaev collaboration lines.
• Ten Thousand: Men's premium athletic apparel brand built around performance training and a tight athlete roster. Comparable to Santo Studio's men-focused training apparel assortment and athlete-led positioning.
• Atos Jiu-Jitsu: Global BJJ competition team and academy brand with affiliated academies and merchandise. Comparable to Santo Studio's Checkmat/Jiu-Jitsu division positioning as a team-branded apparel and training destination.
• Alo Yoga: Premium performance-lifestyle apparel brand with integrated studio/retail experiences and DTC e-commerce. Comparable to Santo Studio's premium pricing, lifestyle-meets-performance positioning, and physical flagship-plus-DTC model.
• RVCA: Athletic lifestyle and surf/action-sports apparel brand with strong athlete-ambassador DNA and DTC-plus-retail distribution. Directly comparable to Santo Studio's positioning around extreme/action sports athletes with co-branded collections.
• Gymshark: DTC fitness apparel brand built on athlete-influencer collaborations and community-driven marketing. Comparable to Santo Studio's athlete-collaboration GTM motion and direct-to-consumer e-commerce model.

Broad incumbents

• On Running: Global premium athletic and footwear brand with a strong performance/lifestyle crossover. Comparable as a broader incumbent in the performance apparel and footwear category where Santo Studio competes.
• Lululemon: Dominant premium athletic apparel brand with integrated retail stores and a strong community/ambassador program. Comparable to Santo Studio's premium apparel DTC-plus-flagship-store model, though at vastly greater scale.

Emerging players

• Fly Nowhere: Surf/action-sports apparel brand with athlete collaborations and a lifestyle-meets-performance positioning. Comparable to Santo Studio's Cole Houshmand surf collection and broader action-sports GTM.
• Equilibrium MMA: Combat-sports apparel and gear brand focused on MMA and BJJ consumers. Comparable as a specialty competitor in the same combat-sports niche Santo Studio targets with its Khamzat Chimaev and Checkmat collections.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/santostudio
• LinkedInlinkedin.com/company/onyx-athletica-gym

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 Onyx Athletica