What SAOR Consultancy does

SAOR Consultancy is a privately held business coaching consultancy founded in 2016 by Shane McKeogh, headquartered between Ireland and Australia and serving health and fitness industry operators globally. The company delivers bespoke, one-on-one business coaching through tiered subscription programs — SAOR Activate and Growth for sole traders and small fitness businesses (1-5 employees), and SAOR Expansion for established operators with larger teams looking to scale to multisite operations — alongside ancillary products including the FMB 101 course, the Sales Business Intensive, and the founder's 2016 book "The Membership Mindset." As of 2025, SAOR reports supporting 500+ health and fitness business operators across 12 countries, delivered by a six-person team of fitness business consultants based in Australia, Ireland, and Asia.

The company's underlying technology stack is deliberately lean: coaching delivery, member communication, goal tracking, and resource access run on the third-party Delenta platform (app.delenta.com/SAORConsultancy), with no disclosed proprietary AI, mobile app, or API surface. Distribution is primarily direct and content-led, combining a website enquiry/contact intake flow, an active blog, the "The SAOR Method" podcast, and organic social presence on Instagram, Facebook, and LinkedIn. Regional community is reinforced through the annual Fitness Business Forum events in Europe and Australia (since 2018-2019) and ongoing referral-driven member acquisition.

Commercially, SAOR operates a subscription-recurring revenue model with monthly billing across coaching tiers, supplemented by one-time revenue from course and book sales. Pricing is not publicly disclosed and is delivered via contact-based quotation. The business is bootstrapped and founder-owned, with no external investors, funding rounds, M&A activity, or parent-company involvement disclosed in available sources, which constrains growth scaling capacity but preserves operational control and brand authenticity in a narrow vertical.

Name

SAOR Consultancy

Legal name

SAOR Consultancy

Website

https://saorconsultancy.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

SAOR Consultancy provides subscription-based, one-on-one business coaching tailored for health and fitness SMB operators across 12 countries, delivered via tiered programs (Activate, Growth, Expansion) on the Delenta platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Coaching Memberships: Subscription-based coaching memberships offering tiered programs (Activate, Growth, Expansion) for health and fitness business operators. Programs provide business coaching, accountability, skill building, client acquisition, and systemization support delivered through personalized one-on-one coaching relationships.
2. Products (FMB 101, The Membership Mindset, Sales Business Intensive): Digital and/or physical products including the Membership Mindset book published by founder Shane McKeogh in 2016, FMB 101 course, and Sales Business Intensive program

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

SAOR Consultancy provides subscription-based group business coaching memberships and standalone courses for owners and operators of health, fitness, and gym studios. Core offerings include the tiered Saor Activate, Saor Growth, and Saor Expansion coaching memberships, plus standalone products such as FMB 101, The Membership Mindset, and the Sales Business Intensive workshop.

Product overview

SAOR Consultancy offers a platform of business coaching programs for health and fitness industry operators. The core offerings are SAOR Activate and Growth (entry/mid-level coaching for business development, client acquisition, and systemization) and SAOR Expansion (advanced coaching for established businesses looking to fine-tune performance and scale teams). Additional products include FMB 101 (Fitness Business Management course), The Membership Mindset (business development resource), and Sales Business Intensive. Programs are delivered via personalized 1-on-1 coaching, video calls, live chat, and online support.

Differentiator

Problem solved

Functional benefit

Brands

• SAOR Activate and Growth: Entry/Mid level business coaching program for sole traders and small businesses looking to develop skills, acquire new clients, and systemise
• SAOR Expansion
• The SAOR Method

Products and services

• Saor Activate Entry-level subscription coaching membership for fitness business owners, offering foundational group coaching and resources to get started with the Saor Method.
• Saor Growth Mid-tier subscription coaching membership for fitness studio and gym operators seeking to scale marketing, sales, and member retention using the Saor Method.
• Saor Expansion Premium subscription coaching membership for established fitness operators looking to expand their business, with deeper coaching and advanced growth strategies.
• FMB 101 Standalone course for fitness business owners covering the fundamentals of running a fitness studio or gym business.
• The Membership Mindset Standalone product addressing membership model thinking, helping fitness operators structure and sell membership-based offerings.
• Sales Business Intensive Workshop-intensive focused on sales skills and processes for fitness studio and gym owners.

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• DelentacoreTechnology or IntegrationDelenta provides the custom business coaching platform used by SAOR for member login, coach communication, goal tracking, and resource usage. Members access their coaching experience through the Delenta platform at app.delenta.com/SAORConsultancy.

Scale indicators5 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Glofox: Established gym and studio management software with business-growth resources and content for fitness operators. Larger, broader incumbent serving the same fitness SMB segment with software-plus-services rather than pure coaching.
• Mindbody: Large incumbent providing business management software and wellness-industry tools, including educational content for fitness and wellness operators. Operates at much greater scale than SAOR but addresses overlapping end customers.

Direct peers

• Gym Launch: Provides business growth services and coaching for gym owners, including pre-sale and member-acquisition support. Closely aligned with SAOR's offering of business development for independent fitness operators.
• The Fitness CFO: Specializes in financial coaching, bookkeeping, and profit optimization for fitness business owners. Competes for the same fitness-operator wallet share with a more finance-focused value proposition.
• Two-Brain Business: Direct peer offering business coaching, mentorship, and courses specifically for gym and fitness studio owners. Most well-known fitness-business coaching community globally; competes with SAOR for the same SMB fitness operator customer.

Others

• IHRSA: Global trade association for the health and fitness industry, providing education, advocacy, and resources to operators. Adjacent ecosystem player serving the same fitness-operator customer base as SAOR.
• Club Solutions Magazine: Industry publication and resource hub for health club and fitness business operators, providing educational content that overlaps with SAOR's blog/podcast strategy. Not a coaching competitor but a content/advertising channel reaching the same audience.

Emerging players

• PushPress: Software platform for gym management, member billing, and fitness business operations, increasingly bundled with educational content and business resources. Adjacent to SAOR — overlapping customer base but product-led rather than coaching-led.
• Fitness Mentors: Provides business resources, courses, and mentoring for personal trainers and fitness professionals looking to grow their businesses. Partial overlap with SAOR's entry-level coaching for sole-trader fitness operators.

Regional players

• Boutique Fitness Solutions: Boutique fitness business consulting and growth services operating in regional markets. Comparable coaching-led model for fitness studio operators, though geographically concentrated and not directly competing in SAOR's core Australia/Europe markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@SAORConsultancy
• Facebookfacebook.com/saorconsultancy
• LinkedInlinkedin.com/company/saor-consultancy
• Instagraminstagram.com/saorconsultancy

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 SAOR Consultancy