Paradigm Fitness LLC

What Paradigm Fitness LLC does

Paradigm Fitness LLC is a privately-held personal training company founded by Glynn Willard and Rose Willard, operating from a semi-private studio at 101 John Campbell Rd, Newark, Delaware. The company delivers in-person one-on-one training, small group training (up to three participants), couples training, and program design services at a flat rate of $40 per session with no memberships, contracts, or commitment requirements. The firm serves the Newark, Bear, and Wilmington, DE corridor across four broad use cases: general health and fitness, competitive athletics (including national skating champions), post-surgery rehabilitation, and small-group/couples training. In 2021, the brick-and-mortar studio was rebranded to ShiftFit, while Paradigm Fitness continues as the brand for online training and content-driven services.

The company's product surface extends beyond in-person training to include online personal training, nutritional guidance, cardiovascular program design, and standalone custom program design for independent client execution. A free introductory session ("Test Drive Program") serves as the primary bottom-of-funnel acquisition mechanism. Customer acquisition relies on a content-driven marketing approach via the Gym Failed You sister brand (blog, newsletter, and social channels on Instagram, Facebook, and Twitter), a Google Business listing with a 5-star rating, and listing on Thumbtack. There is no proprietary technology platform, mobile application, or AI capability — the service model is fundamentally human-expert-led with science-based programming rooted in nutrition, exercise physiology, and personalized coaching.

The business model is direct-to-consumer per-session revenue with no recurring subscription or membership component, resulting in high revenue volatility tied to individual session demand. Three credentialed trainers — Glynn Willard (C.S.C.S., BS Nutrition), Rose Willard (BS Exercise Science, Pilates certified), and Angie Hall (NSCA-CPT, former Level 10 gymnast) — constitute the operational core. The company is entirely founder-owned with no external institutional investment, and revenue, headcount, and geographic footprint have remained small and stable over a 15+ year operating history.

Name

Paradigm Fitness LLC

Legal name

Paradigm Fitness LLC

Website

https://paradigmfitness.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Paradigm Fitness LLC is a privately-held personal training studio in Newark, Delaware offering one-on-one, small group, and online training at $40/session. Founded by the Willards, it serves the Newark/Bear/Wilmington DE area across general fitness, athletic performance, and rehabilitation use cases.

Ownership category

akta.pro rank

Product category

Personal Training Services

NAICS

Sports and Recreation Instruction (61162)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industries

Small-Group Personal Training (Semi-Private) (HSADAAAN), Online/Remote Personal Training & Programming (HSADAAAM)

Keywords

• Personal training services
• Semi-private fitness studio
• Online personal training
• Nutrition coaching services
• Strength and conditioning

Headquarters

HQ city

Newark

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Personal Training Sessions: Revenue generated from per-session training fees at $40/session regardless of sessions per week. Clients pay at time of service with no contracts or memberships required.
2. Nutritional Guidance (Included Service): Nutrition counseling included with training services at no additional cost. Trainer works with dietary needs and adjusts meal plans to accomplish client goals.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Paradigm Fitness LLC provides semi-private personal training services at its Newark, Delaware studio (now operating as ShiftFit) and online personal training with nutrition counseling. Services include 1-on-1 training sessions (30 minutes, science-based), small group training for up to 3 people (45 minutes), online remote training with nutrition plans, program design for independent execution, and cardiovascular training guidance. Pricing is $40 per session regardless of weekly frequency, with no contracts or memberships required.

Product overview

Paradigm Fitness LLC offers a suite of personal training services centered around semi-private, results-focused fitness coaching. The company operates two related brands: Paradigm Fitness (specializing in online training and serving Newark, Bear, and Wilmington, DE) and ShiftFit (the brick-and-mortar studio at 101 John Campbell Rd, Newark, DE). Core offerings include 1-on-1 personal training sessions (30 minutes), small group training (up to 3 people, 45 minutes), and online personal training with nutrition counseling. Additional services include program design for independent execution, cardiovascular training guidance, and ongoing trainer support. The company emphasizes no contracts, no memberships, and no hidden fees, with a free introductory session for new clients. Pricing is stated at $40/session with training frequency ranging from 1-4 times per week.

Differentiator

Problem solved

Functional benefit

Brands

• Gym Failed You: A sister website dedicated to producing online content about health, fitness, and nutrition. The blog provides in-depth articles on fitness, nutrition, and wellness topics.

Products and services

• Online Personal Training Remote personal training services allowing clients to receive fitness guidance and coaching regardless of location, with customized nutrition plans and workout programming delivered online.
• 1-on-1 Personal Training In-studio private training sessions with a dedicated personal trainer, featuring 30-minute efficient, science-based exercise sessions tailored to individual goals.
• Small Group Personal Training Semi-private training accommodating up to 3 people training together with a personal trainer, typically running 45 minutes; designed for couples or friends who want to work out together with professional oversight.
• Program Design Custom exercise programs created by trainers that clients can execute independently at home or gym without a personal trainer present. Takes approximately one hour to design.
• Free Personal Training Session (Test Drive) One complimentary 1-on-1 personal training session for new clients to evaluate services and the semi-private facility with no commitment to continue.

Quantifiable outcome

• 33 lbs weight loss achieved by client in testimonial
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Burn Boot Camp: National franchise delivering small-group strength and conditioning sessions with a focus on community and accountability — comparable in group training format and weight-loss clientele.
• Life Time Fitness: Premium national health club chain offering personal training as part of a broader membership ecosystem — comparable premium positioning and personal training offering, but bundled inside a full-service fitness club.
• F45 Training: Global functional-training franchise built around 45-minute small-group sessions — closely comparable session format and group size to Paradigm's 45-minute semi-private sessions.
• Equinox: Luxury fitness brand offering high-end personal training as a core service — comparable premium pricing tier and credentialed trainer positioning, though embedded within a larger club membership.
• Title Boxing Club: National franchise offering group boxing-based fitness sessions — comparable small-group coaching format and session-based engagement model targeting similar fitness-goal-driven consumers.
• Orangetheory Fitness: Large national small-group fitness franchise offering coached workout sessions with structured programming — overlaps with Paradigm's semi-private coaching concept but operates at much larger scale with a standardized methodology.

Direct peers

• The Camp Transformation Center: Semi-private group training focused on weight loss and body transformation in dedicated studios — overlapping significantly with Paradigm's weight-loss and small-group training offering.
• STRIDE Fitness: Semi-private personal training concept delivering small-group coaching in dedicated studios, directly comparable to Paradigm's semi-private 30-45 minute session format.
• GYMGUYZ: Mobile/in-home personal training service delivering 1-on-1 coaching to clients — comparable to Paradigm's personalized, session-based training ethos though delivered on-location at the client rather than a studio.
• Fitness Together: National franchise specializing in 1-on-1 and small-group personal training in a private studio setting — closely mirrors Paradigm/ShiftFit's semi-private, trainer-led model with comparable session-based pricing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/gymfailedyou
• Facebookfacebook.com/gymfailedyou
• Instagraminstagram.com/gymfailedyou
• LinkedInlinkedin.com/company/paradigmfitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Paradigm Fitness LLC