Roots Aquatics and Fitness Center

What Roots Aquatics and Fitness Center does

Roots Aquatics and Fitness Center is a privately held, single-location fitness and aquatic facility operating from 217 Root Road in Westfield, Massachusetts. The company serves individual fitness consumers, families with children, and youth swimmers through a diversified offering that includes tiered memberships (Ultimate at $154/4-weeks, SimplyFit at $60/4-weeks, LIFT X semi-private training at $200/4-weeks), flexible class packs, group fitness classes (30+ weekly sessions spanning cycling, strength, yoga, Pilates, and aquatic workouts), personal training, and a comprehensive swim school program operating from age 3 months through a competitive pre-team (The Mighty Tang). The facility features a full fitness center, a 4-lane 25-yard heated lap pool, a dedicated learn-to-swim pool, an indoor track, child care services, and a Roots Cycle indoor cycling studio.

The business operates a direct-to-consumer model with no intermediaries, accepting signups via website, mobile app (iOS/Android), phone, and walk-in. Revenue is generated through recurring 28-day membership subscriptions, prepaid class packs with 6-24 week expiration windows, swim lesson registrations, birthday party rentals ($450 per 2-hour event), and a $49 two-week trial offer. All operational systems are built on third-party SaaS platforms — Hellowalla for membership and account management, iClassPro for swim school registration, MindBody for LIFT X scheduling, and Wix for the public website. The company holds no patents, has raised no external funding, and is founder-owned and bootstrapped. A partnership with the United States Swim School Association (USSSA) provides swim curriculum credentials, and the company also operates an inclusive Splash For All adaptive swim program serving individuals with disabilities, plus seasonal summer swim lessons extended to East Longmeadow.

Name

Roots Aquatics and Fitness Center

Legal name

Roots Aquatics and Fitness Center, Inc

Website

https://rootsaquatics.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Roots Aquatics and Fitness Center is a privately held, single-location fitness and swim school in Westfield, Massachusetts, serving individual consumers, families, and youth swimmers through tiered memberships, group fitness classes, personal training, and a learn-to-swim program for ages 3 months and up.

Ownership category

akta.pro rank

Product category

Fitness Center and Swim School Services

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Aquatic Centers & Swimming Facilities (MPAKAEAF)

akta.pro secondary industries

Aqua Fitness Classes (HSADABAL), Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF), Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Fitness center services
• Swim school lessons
• Group fitness classes
• Indoor cycling studio
• Personal training services

Headquarters

HQ city

Westfield, Massachusetts

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fitness Memberships: Recurring membership subscriptions billed every 4 weeks (28-day cycles). Tiers include Ultimate ($154/4-weeks), SimplyFit ($60/4-weeks), and LIFT X semi-private training ($200/4-weeks). Auto-renews unless cancelled.
2. Class Packs: Prepaid class packs with expiration periods ranging from 6 to 24 weeks. Options include 4-class ($65), 8-class ($109), 10-class ($155), and 20-class ($299) packs.
3. Swim Lessons: Year-round swim lessons for ages 3 months and up, plus summer outdoor lessons in Westfield and East Longmeadow. Pre-team competitive swim group for ages 6-10.
4. Birthday Party Rentals: Pool party rentals at $450 for 2 hours including pool time, party area, T-shirt, and favors. Optional Nori the Mermaid character appearances at additional cost.
5. Trial Offers: 2-week unlimited trial for $49 providing full facility access to attract new members.
6. Personal Training: Individualized training sessions with certified personal trainers. Consultation offered free; specific rates not publicly disclosed.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Roots Aquatics and Fitness Center operates a multi-service fitness and aquatic facility in Westfield, Massachusetts. It sells tiered gym memberships (Ultimate, SimplyFit, LIFT X semi-private training, and flexible class packs), a learn-to-swim program (Roots Swim School) for ages 3 months and up, an indoor cycling studio (Roots Cycle), group fitness classes, personal training, birthday party rentals, and seasonal summer swim lessons. The facility houses a fitness center, 4-lane 25-yard heated lap pool, indoor track, and child care area.

Product overview

Roots Aquatics and Fitness Center operates as a multi-service fitness and aquatic facility offering a tiered membership structure (Ultimate, SimplyFit, LIFT X semi-private training, and flexible class packs) alongside specialized aquatic programs. The product portfolio centers on the Roots Swim School for learn-to-swim lessons, pre-team competitive swimming (The Mighty Tang), and Roots Cycle indoor cycling. Core offerings include group fitness classes (cardio, strength, yoga, Pilates, water aerobics), personal training, and seasonal offerings like summer swim lessons and birthday party packages. The facility features a 4-lane 25-yard heated lap pool, full fitness center, indoor track, and child care services. All programs are integrated with third-party platforms (Hellowalla for membership management, iclasspro for swim school registration, and MindBody for class scheduling) to deliver a cohesive fitness and aquatic experience.

Differentiator

Problem solved

Functional benefit

Brands

• Roots Swim School: Learn-to-swim program offering lessons for all ages starting from 3 months old, with year-round classes and summer lessons in Westfield and East Longmeadow.
• Roots Cycle
• Roots Fitness App

Products and services

• Ultimate Membership Premium all-access fitness membership priced at $154 per 4-weeks providing unlimited small group training, unlimited Roots Cycle rides, 4-lane 25-yard heated lap pool access, full fitness center, RAC Indoor Track, child care for one child, 2 guest passes per month, 10% off second adult membership, and 10% off apparel.
• SimplyFit Membership Budget-friendly membership priced at $60 per 4-weeks providing full fitness center access, 30+ weekly group classes, aquatic fitness classes, and discounted rates at Roots Cycle.
• LIFT X Semi-Private Training Semi-private training program at $200 per 4-weeks with sessions 3x per week, personalized coaching, progress tracking, fixed schedule, and complimentary Ultimate Membership included.
• Roots Swim School Learn-to-swim program for ages 3 months and up with year-round classes and summer lessons in Westfield and East Longmeadow. Features small class sizes, experienced instructors, a dedicated learn-to-swim pool, and the inclusive Splash For All program for all abilities.
• The Mighty Tang Pre-Team Beginner-level competitive swim group for ages 6-10 meeting 3x weekly for 45 minutes to build endurance and develop four competitive strokes.
• Summer Swim Lessons Seasonal outdoor swim lessons offered in Westfield and East Longmeadow locations during the summer months, expanding the swim school offering beyond the indoor facility.
• Swim School Birthday Parties Pool party rental package priced at $450 for 2 hours including exclusive pool access, party area, age-appropriate games led by Roots Birthday Host, T-shirt, and favors. Optional Nori the Mermaid character appearances available at additional cost.
• Roots Cycle Indoor Cycling Indoor cycling studio offering rides as part of the Roots fitness community, included with Ultimate membership and available through 4-class and 8-class packs with discounted rates for SimplyFit members.
• Group Fitness Classes Diverse group fitness offerings including cardio, strength training, yoga, Pilates, water aerobics, and specialty premium classes with 30+ sessions per week. Available through memberships and class packs.
• Personal Training One-on-one certified personal training with customized fitness plans targeting weight loss, strength building, endurance improvement, and motivation. Free consultation offered; specific session rates not publicly disclosed.
• Class Packs Flexible class pack options for Cycle, Pilates, Strength, and Premium Classes priced at $65 (4-pack), $80 (5-pack), $109 (8-pack), $155 (10-pack), and $299 (20-pack), with expiration windows ranging from 6 to 24 weeks.
• 2-Week Fitness Trial Introductory 2-week unlimited trial priced at $49 providing full facility access including Group Fitness Training, Pilates, Roots Cycle, and Ultimate Tier classes to attract new members.

Quantifiable outcome

• Member testimonial: 100+ pounds weight loss in one year through Lift X program
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

One partnership is on record.

• United States Swim School Association (USSSA)coreStrategic or Co-development PartnerOfficial partner organization providing swim school curriculum standards, best practices, and industry recognition. Roots Swim School displays the USSSA partner logo and markets this association affiliation as a quality indicator for their learn-to-swim program.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Emerging players

• Orangetheory Fitness: Boutique group fitness concept with semi-private coaching and progress tracking that parallels Roots's LIFT X semi-private training model and small-group training positioning. Comparable on the small-group coaching angle rather than full facility.
• Club Pilates: National boutique Pilates franchise offering class-pack and unlimited memberships similar to Roots's class pack pricing ($65-$299) and group class delivery model. Comparable as a competing boutique group fitness option.

Direct peers

• British Swim School: Franchise offering learn-to-swim lessons for babies through adults using a similar small-class, year-round approach as Roots Swim School. Comparable business model and target customer (families with young children).
• Emler Swim School: Multi-location learn-to-swim franchise with programs starting in infancy and progressing to pre-team, comparable in both target market and progression structure to Roots Swim School and Mighty Tang pre-team.
• SafeSplash Swim School: National swim lesson franchise catering to ages 3 months and up with year-round programming, paralleling Roots Swim School's age range, curriculum structure, and parent-portal booking experience.
• Goldfish Swim School: National franchise focused on year-round learn-to-swim lessons for children 4 months to 12 years, mirroring Roots Swim School's curriculum, age range, and small-class learn-to-swim model. Highly relevant as Roots's swim school direct competitor in concept.
• YMCA of Greater Westfield/Springfield: Regional YMCA offering combined fitness center, group classes, lap pool, and swim lessons in the same Western Massachusetts geography as Roots. Closest comparable because both deliver fitness + aquatics + family programming under a membership model.

Broad incumbents

• LA Fitness: Mid-priced national gym chain with locations across the Northeast offering group fitness, pools, and personal training. Comparable to Roots's SimplyFit and Ultimate memberships as a competing full-service gym option.
• Planet Fitness: National low-cost gym chain with broad New England presence competing for entry-level fitness members in the same geography as Roots. Differs in pricing and absence of aquatics, but is the dominant membership gym incumbent.
• Life Time Fitness: Premium national fitness chain offering group classes, pools, family programming, and personal training at higher price points, comparable to Roots's premium tier offering (lap pool, classes, child care, indoor track).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/rootsaquaticsfitness
• Instagraminstagram.com/rootsaquaticsfitness
• LinkedInlinkedin.com/company/rootsaquatics

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 Roots Aquatics and Fitness Center