Pride Fitness

What Pride Fitness does

Pride Fitness, the trading name of Infinity Fitness Ltd (incorporated in England and Wales), operates a single inclusive fitness facility on Exeter Road in Dawlish, Devon, UK. The site offers tiered monthly memberships — All Inclusive (£40/month), Off Peak (£30/month), and Teen (£20/month for ages 13-16) — alongside short-term day and week passes (£10 and £30 respectively) and pre-paid class credits (5 for £40 or 10 for £80). Core facilities include a cardio suite built on Watson machines, a strength suite with power rack and deadlift platforms, a free weights area, group class studios, a recovery suite (infrared sauna and ice bath), personal training rooms, two health and beauty treatment rooms, and the Infinity Lounge café serving Camper Coffee barista drinks.

The technical stack is centred on a Wix-hosted website (infinityfitnessdawlish.com) providing membership sign-up, health questionnaire registration and online payments, integrated with a mobile app for iOS and Android that supports class booking, membership management, and facial recognition access control configured at reception to enable 24/7 unstaffed entry for All Inclusive members. Recovery amenities are bookable on arrival, and individual classes are priced between £5 and £8.

Commercial go-to-market is direct-to-consumer via website, mobile app and the physical site, targeting three primary personas: general fitness enthusiasts across all ability levels, supervised teenagers aged 13-16, and casual visitors using day/week passes. Revenue is a mix of recurring monthly subscriptions, short-term pass transactions, class credit redemptions, personal training, beauty treatments, and café sales. The facility employs 34 staff across reception, fitness instruction, PT, and treatment services, and operates as a privately held company with no external funding rounds disclosed.

Name

Pride Fitness

Legal name

Infinity Fitness Ltd

Website

https://pridefitness.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Pride Fitness is a single-site, inclusive gym in Dawlish, Devon (operated by Infinity Fitness Ltd) offering tiered monthly memberships, group classes, recovery amenities (sauna and ice bath), personal training, beauty treatments, and a café, serving local residents and visitors across all fitness levels.

Ownership category

akta.pro rank

Product category

Fitness Center / Gym Services

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Fitness center operations
• Gym memberships
• Group fitness classes
• Personal training services
• Recovery wellness facilities

Headquarters

HQ city

Dawlish

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Membership Subscriptions: Rolling monthly subscription memberships (All Inclusive, Off Peak, Teen) paid via recurring card payments. All Inclusive provides unlimited gym, classes and recovery suite access with 24/7 capability once access control is set up. Off Peak provides gym access between 09:00-15:30. Teen membership for ages 13-16 during staffed hours only.
2. Day and Week Passes: Short-term access passes for gym use during staffed hours only. Day pass valid for 1 day, week pass valid for 7 days from purchase date.
3. Class Credits: Pre-paid class credits redeemable against bookable fitness classes. 5 credits valid for 12 months, 10 credits valid for 12 months. Individual classes can also be booked at set prices (e.g., Cycle 45 at £8, Core Strength 30 at £5).
4. Café and Retail: Infinity Lounge serving barista coffee from Camper Coffee and sports drinks for consumption on-site or take-away.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Pride Fitness operates an inclusive gym in Dawlish, Devon selling tiered monthly memberships (All Inclusive £40, Off Peak £30, Teen £20), short-term access passes (Day £10, Week £30), and prepaid class credits (5 for £40 or 10 for £80) redeemable against group fitness classes. Members gain access to a cardio suite, free weights area, strength suite with power rack and deadlift platforms, recovery suite (sauna and ice bath), personal training, health and beauty treatments, and the Infinity Lounge café.

Product overview

Pride Fitness operates as a multi-level fitness facility offering a comprehensive range of gym services and memberships. The core offering consists of tiered membership plans (All Inclusive, Off Peak, Teen), short-term passes (Day, Week), and class credits that provide access to the gym, group fitness classes, and recovery facilities. The product portfolio includes dedicated areas for cardio, free weights, and strength training, along with a recovery suite (sauna and ice bath), personal training services, health and beauty treatments, and an on-site cafe (Infinity Lounge) serving Camper Coffee. A facial recognition access control system enables 24/7 member access. The company positions itself as an inclusive fitness destination serving all ability levels.

Differentiator

Problem solved

Functional benefit

Products and services

• All Inclusive Membership Monthly subscription at £40/month giving unlimited access to the gym, all group classes and the recovery suite, with 24/7 access once facial recognition access control is set up at reception during staffed hours. No joining or admin fee, rolling monthly contract cancellable with 30 days notice.
• Off Peak Membership Monthly subscription at £30/month providing gym access between 09:00 and 15:30 only, for users who prefer off-peak hours.
• Teen Membership Monthly subscription at £20/month for members aged 13-16 with parental consent, providing gym access during staffed hours only.
• Day Pass One-time pass at £10 granting 1-day gym access during staffed hours, for users aged 16+ unless accompanied by an adult, valid for 7 days from purchase.
• Week Pass One-time pass at £30 granting 7-day gym access during staffed hours, for users aged 16+ unless accompanied by an adult.
• Class Credits Pre-paid class credits redeemable against bookable fitness classes, with 5 credits for £40 or 10 credits for £80, each pack valid for 12 months. Individual classes can also be booked at set prices (e.g., Cycle 45 at £8, Core Strength 30 at £5).
• Group Fitness Classes Scheduled group fitness classes including CYCLE 45, CYCLE 30 & CORE, CIRCUITS, KETTLEBELLS HIIT, STRENGTH & MOVEMENT, STEPFIT, BODY SCULPT, BOX FIT, CORE STRENGTH 30, PILATES, and CYCLE 30, bookable individually, via class credits, or included in All Inclusive memberships.
• Recovery Suite Recovery facilities including ice bath and infrared sauna for post-workout recovery, bookable on arrival for members aged 18+, with access included in the All Inclusive membership.
• Personal Training One-on-one coaching and guidance from qualified personal trainers providing individualised support, tuition, and tailored training programmes for gym members.
• Health & Beauty Services Treatment services including massages, beauty treatments and acupuncture delivered in two dedicated treatment rooms at the Dawlish location.
• Infinity Lounge On-site café serving barista coffee from Camper Coffee plus sports drinks for consumption on-site or takeaway, with indoor and outdoor seating forming a community social hub for members.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Camper CoffeeminorOthersPride Fitness stocks and serves Camper Coffee at their Infinity Lounge café. The trained team serves barista-quality coffee for members to drink in or take away. Coffee is served alongside sports drinks and refreshments in the Infinity Lounge area.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Fitness First: Established UK premium gym chain offering memberships with multi-site access, group classes, and recovery amenities. Comparable to Pride Fitness's class-and-recovery proposition, but operating at significantly higher price points and scale.
• Nuffield Health: UK's largest not-for-profit healthcare and fitness operator with club, hospital, and physiotherapy divisions. Comparable on the integration of fitness, recovery/wellness, and clinical services, but operating at much larger scale.
• David Lloyd Leisure: UK premium family health club chain with extensive spa, swim, tennis, and group-exercise facilities. Comparable to Pride Fitness's bundled offering (gym + classes + recovery + social/lounge) but at a significantly higher price point and broader scale.
• Better: UK public-sector leisure operator managing council-owned gyms, swimming, and fitness facilities. Comparable on community-focused positioning and tiered membership pricing, but typically operates larger multi-use leisure centres.

Emerging players

• F45 Training: Global class-based training franchise focusing on HIIT, strength, and circuit group fitness with limited independent gym floor. Comparable as an emerging, class-led fitness alternative competing for similar demographically diverse members.

Direct peers

• The Gym Group: UK-listed budget gym operator offering 24/7 access from ~£15–£25/month with tiered plans. Comparable on GTM motion (online signup, no contract), 24/7 access, and price-tiered membership structure.
• Anytime Fitness: Global 24/7 franchise gym model with a meaningful UK footprint. Comparable on the always-access value proposition, key-fob/biometric entry, and small-format community club positioning versus Pride Fitness's 24/7 facial-recognition-enabled site.
• Snap Fitness: International 24/7 gym franchise with UK presence, focusing on compact, technology-enabled clubs. Direct comparable on 24/7 self-service model and franchise/independent community gym size.
• PureGym: UK's largest low-cost 24/7 gym chain with tiered memberships from ~£15/month. Directly comparable budget positioning, 24/7 access model, and no-contract monthly subscriptions that compete head-on with Pride Fitness's £30–£40/month tiers.
• Energie Fitness: UK fitness franchise network of independent personal-training-focused clubs. Comparable on small-format, community-driven UK gym model with personal training integrated into the core offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• TikToktiktok.com/@infinityfitnessdawlish
• LinkedInlinkedin.com/company/pride-fitness

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 Pride Fitness