The Fitness Lab

What The Fitness Lab does

The Fitness Lab, operating as SOMA TRAINING LLC, is a Seattle-based personal fitness training service founded in 2004 by sole owner Dillon Kreider. The company specializes in functional training — programming designed to prepare the body for activities performed in daily life — and serves individual consumers across age and experience levels, including runners, triathletes, non-athletes, and people seeking general fitness improvement. Kreider holds certification as a Health Fitness Specialist from the American College of Sports Medicine and brings roughly two decades of personal training experience.

The business delivers training through four channels: outdoor sessions, in-home training, online/virtual training, and at partner facility Rival Fitness on Capitol Hill in Seattle. Short-term fitness programs are sold as one-time purchases through the company's e-commerce website (thefitnesslab.biz) with a money-back satisfaction guarantee. Lead generation runs through free consultation offerings and downloadable lead magnets that capture prospect contact information, which is then worked by direct outreach. The underlying technology stack is a standard WordPress marketing site with no disclosed proprietary platform, mobile app, or API surface.

Following the closure of its physical Ballard studio in January 2021 after 17 years of operation, The Fitness Lab transitioned to a fully distributed service model without an owned training facility. The company is privately held under a single-member Washington LLC with no external funding, institutional investors, parent company, or M&A activity evidenced in the available materials. Geographic reach is anchored in the Pacific Northwest, though the online training channel extends potential service delivery globally.

Name

The Fitness Lab

Legal name

SOMA TRAINING LLC

Website

https://thefitnesslab.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

The Fitness Lab is a Seattle-based personal fitness training service specializing in functional training for daily-life activities, offering outdoor, in-home, and online sessions to individual consumers. Founded in 2004, it is operated as a sole proprietor practice by owner Dillon Kreider.

Ownership category

akta.pro rank

Product category

Personal Fitness Training Services

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Educational Services (8200)

akta.pro primary industry

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

akta.pro secondary industries

Online/Remote Personal Training & Programming (HSADAAAM), Strength & Conditioning Personal Training (HSADAAAB)

Keywords

• Personal fitness training
• Functional fitness coaching
• Outdoor fitness sessions
• In-home personal training
• Online virtual training

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fitness Training Programs and Services: The company sells access to short-term fitness programs and fitness-related services. Programs are sold directly to consumers through the website. The revenue model involves one-time program purchases with a money-back satisfaction guarantee.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

The Fitness Lab, operated as Soma Training LLC, sells personalized fitness training services to individual consumers across multiple delivery formats: outdoor sessions, in-home sessions, online/virtual sessions, and partner-gym sessions at Rival Fitness on Capitol Hill. The company also sells short-term fitness programs through its e-commerce websites, supported by free consultations and free downloadable lead magnets used for customer acquisition.

Product overview

The Fitness Lab, operated by Soma Training LLC, is a fitness training studio offering a portfolio of training services delivered through multiple channels. The core offering consists of outdoor training, in-home training, online training, and training at partner facility Rival Fitness on Capitol Hill. The company also sells short-term fitness programs through its e-commerce websites (thefitnesslab.biz and healthy-bride.com) and uses lead magnets (free downloadable products) to capture customer information. The training approach specializes in functional fitness that prepares the body for daily life activities.

Differentiator

Problem solved

Functional benefit

Products and services

• Outdoor Training In-person fitness training conducted in outdoor settings for individuals of all ages and experience levels, focused on functional training activities.
• In-Home Training Personalized fitness training delivered at the client's residence, providing convenience and customized workout programs.
• Online Training Virtual fitness training services offered remotely, allowing access beyond the Seattle area.
• Training at Rival Fitness Personal training services available at Rival Fitness facility on Capitol Hill in Seattle.
• Short-Term Fitness Programs Short-term fitness programs and services sold through the company's e-commerce websites, designed to deliver measurable fitness results and backed by a money-back satisfaction guarantee.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Peloton: Connected-fitness platform with live and on-demand trainer-led classes and personal training via Peloton One — competes for the same at-home training dollars as The Fitness Lab's online channel.
• Gold's Gym: Established global fitness chain with personal training, group classes, and digital content — competes broadly with The Fitness Lab across both in-person and digital personal-training categories.
• Life Time Fitness: National fitness club operator offering personal training, group classes, and wellness programming inside owned facilities — overlaps with The Fitness Lab's personal-training services but at vastly larger scale and with a physical-facility model.
• Equinox: Premium fitness club brand offering personal training, Pilates, and group fitness inside owned studios — comparable personal-training offering bundled into a broader luxury wellness platform.
• Apple Fitness+: Subscription-based at-home fitness service offering trainer-led workouts integrated with Apple Watch — a low-cost scalable alternative competing for the same virtual-training customer that The Fitness Lab serves online.

Direct peers

• Future: Online personal-training platform that pairs clients with remote coaches for individualized programming — directly comparable to The Fitness Lab's online/virtual training channel and its one-on-one delivery model.
• Fitness Blender: Online fitness platform offering structured workout programs and trainer-led content sold directly to consumers — comparable to The Fitness Lab's online training and short-term fitness program offerings.
• Rival Fitness: Seattle-based boutique training facility where The Fitness Lab already delivers services — a local peer offering personalized training and group programming in the same Seattle market.
• GYMGUYZ: In-home and on-location personal training franchise sending trainers to clients' homes and outdoors — directly mirrors The Fitness Lab's in-home and outdoor delivery channels.

Emerging players

• Aaptiv: Digital fitness subscription service with trainer-led audio workouts for running, strength, and conditioning — overlaps with The Fitness Lab's functional and endurance training focus via a different (audio-only) delivery mechanism.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/the-fitness-lab-seattle

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 The Fitness Lab