The Forum of Salisbury

What The Forum of Salisbury does

The Forum of Salisbury is a single-location, full-service fitness center operating from 2318 South Main St., Salisbury, North Carolina. Its offering combines open gym access, personal training delivered by a roster of nine trainers, more than 30 weekly group exercise classes led by 11+ instructors, complimentary in-house childcare, tanning, and nutrition coaching that includes Styku 3D body composition scanning. The operator has extended the brand with a sister studio, SoFul Yoga & Pilates, covering dedicated yoga and Pilates instruction.

The business operates on a membership-based model with consumer rates of $25-$30 per month and a discounted $288 annual plan, supplemented by a corporate wellness channel that has been built out to 40+ local employer partners. Operating hours span 4 AM to midnight, expanding accessibility for shift and shift-adjacent workers. The firm employs seven core staff on top of its trainer and instructor roster and is privately held with no disclosed external funding.

The commercial model is a hybrid of high-volume low-ARPU individual memberships and lower-volume B2B corporate contracts, with cross-sell into ancillary services (tanning, smoothie bar, nutrition) intended to lift per-member revenue. A 4.8/5 Google rating and member testimonials indicate a strong community brand within the local catchment, which functions as the primary retention mechanism in lieu of meaningful contractual switching costs.

Name

The Forum of Salisbury

Legal name

The Forum Fitness Center

Website

https://theforumfitness.com

Company type

Private

Operating status

Operating

Short description

Single-location full-service fitness center in Salisbury, NC offering gym access, personal training, 30+ weekly group classes, complimentary childcare, tanning, and nutrition coaching with Styku 3D scanning, serving individuals, families, and 40+ local employer partners through a sister yoga brand.

Ownership category

akta.pro rank

Product category

Full-Service Fitness Center

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)

akta.pro secondary industries

Corporate/Workplace Wellness Coaching (HSADAGAL), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)

Keywords

• Full-service fitness center
• Group fitness classes
• Personal training services
• Corporate wellness programs
• Complimentary childcare gym

Headquarters

HQ city

Salisbury

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Standard Membership Subscriptions: Monthly, quarterly, semi-annual, and annual membership subscriptions providing unlimited gym access, group fitness classes, locker room facilities, tanning beds, complimentary childcare, and one free personal training session. Flexible month-to-month option with no long-term commitment required.
2. Corporate Membership Subscriptions: Discounted group rates for companies and organizations with minimum 10 employees. Options include monthly payroll deduction ($10 bi-weekly with no enrollment fee), company-paid plans, and custom pricing negotiations for each organization.
3. Tanning Services: Pay-as-you-go visit packages (single visit $5, 10 visits $40, 15 visits $50, 20 visits $60, 25 visits $70) and unlimited monthly plans ($35/month, $90/3 months, $170/6 months, $280/year or $25 monthly draft).
4. Nutrition and Supplement Sales: On-site Power Blendz protein smoothie bar with various protein shake options and boost add-ons. Premium tanning lotions and protective goggles available for purchase.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

The Forum of Salisbury operates a full-service fitness center in Salisbury, North Carolina, providing unlimited gym access, 30+ weekly group fitness classes, certified personal training, complimentary childcare, nutrition coaching with 3D body composition analysis, tanning, sauna recovery, and an on-site protein smoothie bar. Members pay via flexible subscription tiers (monthly to annual), while a separate corporate wellness channel sells discounted group memberships to local employers and government organizations.

Product overview

The Forum of Salisbury is a premier full-service fitness center offering a unified fitness ecosystem built around its core gym facility. The comprehensive portfolio includes: the main fitness center with state-of-the-art equipment and amenities; personal training services with certified trainers; over 30 weekly group fitness classes (Spin Boot Camp, Zumba, Yoga Strength, BodyBlast, Cycle Jam, Power Pilates, BodyPump, Kettlebell, and more); nutrition coaching with Styku 3D body composition analysis; the Power Blendz protein smoothie bar; complimentary childcare services; tanning with Level 3 Ergoline Ambition beds; and corporate wellness programs. A sister studio, SoFul Yoga & Pilates, extends the brand into boutique yoga and Pilates offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Full-Service Fitness Center Membership A premier fitness facility in Salisbury, NC offering comprehensive gym access with state-of-the-art cardio and strength training equipment, locker rooms, showers, and sauna for individual adult members, students, seniors, families, and corporate groups on subscription memberships.
• Personal Training Services One-on-one expert coaching with 9 certified personal trainers who build custom training plans around individual goals, fitness levels, and schedules; pricing is quote-based and varies with goals, schedule, coach availability, and session frequency.
• Group Fitness Classes Over 30 weekly expert-led group fitness classes including Spin Boot Camp, Zumba, Yoga Strength, BodyBlast, Metabolic Effect, Cycle Jam, Power Pilates, BodyPump, Hard Body, Suns Out Guns Out, Butts & Guts, and Kettlebell, included with membership.
• Nutrition Coaching and Plans Customized nutrition coaching with personalized meal plans, body composition analysis using Styku 3D scanning technology, macro calculations, and ongoing support for members seeking weight management or performance nutrition.
• Power Blendz Protein Smoothie Bar In-house protein smoothie bar offering 7 shake varieties including Power Shake, Fat Burner, Energizer, Pure Protein, Slim & Tone, Power Greens, Muscle Builder, and Carb Cutter with 10 optional boost add-ins for customized nutrition purchases.
• Styku 3D Body Composition Analysis Advanced 3D body scanning technology that provides body fat percentage estimates, lean muscle tracking, circumference measurements, progress visualization, and metabolic rate analysis for member progress tracking.
• Complimentary Childcare Services Free professional childcare for members with children ages 6 months to 12 years, available during peak workout times with staff trained in CPR and first aid.
• Tanning Services Premium Level 3 Ergoline Ambition tanning beds with sanitization between every use, available through pay-per-visit packages ($5 single visit, $40 for 10 visits, $50 for 15, $60 for 20, $70 for 25) or unlimited monthly plans ($35/month, $90/3 months, $170/6 months, $280/year).
• Corporate Wellness Programs Discounted corporate membership rates for companies and organizations (minimum 10 employees) including full gym access, 30+ weekly group fitness classes, personal training sessions, payroll deduction at $10 bi-weekly, and family member enrollment at the corporate rate.
• Sauna and Recovery Amenities Sauna facilities and recovery spaces for post-workout relaxation and muscle recovery, included with membership.
• SoFul Yoga and Pilates (Sister Studio) Boutique yoga and Pilates studio operated by the same team behind The Forum, offering heated flow, power yoga, reformer Pilates, and meditation classes as a sister-brand offering.

Quantifiable outcome

• Members report improved health and fitness outcomes through consistent gym attendance and personal training programs
• +2 more outcomes

Named customers17 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Corporate Partner OrganizationscoreGTM or Marketing PartnerThe Forum maintains corporate wellness partnerships with over 40 local employers and organizations in the Salisbury, NC area. Corporate partners include major retailers (Aldi, Food Lion, Wal-Mart, Lowes), manufacturers (Freightliner, Continental Structural Plastics, Nouryon, Henkle Corp), healthcare providers (Novant/Rowan Regional Medical), financial institutions (F&M Bank), government entities (City of Salisbury, Rowan County, Rowan Salisbury Schools, North Carolina State Employees), transportation (Norfolk Southern Railroad), automotive (Cloninger Ford, Team Chevrolet), and education (RCCC). Corporate memberships offer discounted group rates with minimum 10 employees, payroll deduction options, and family member enrollment at the same rate. Partners span diverse industries including distribution, construction, recycling, home building, systems integration, and legal services.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Planet Fitness: National low-cost fitness chain with $10–$15/month memberships. Comparable as a competing fitness center operating on recurring subscription economics, but differentiated by extreme price positioning versus The Forum's mid-priced full-service model. Represents the primary competitive threat to The Forum's price-sensitive members.
• Gold's Gym: Established national fitness chain offering full-service gyms with equipment, group classes, personal training, and childcare. Comparable in service breadth and target member (general fitness seekers willing to pay $30–$50/month), though Gold's operates at a national brand scale The Forum has not yet reached.
• Crunch Fitness: National fitness chain combining traditional gym access with diverse group fitness programming. Directly comparable to The Forum on the mix of strength equipment, group classes, and personal training, and competes in similar mid-tier price points around $30–$50/month.
• Anytime Fitness: 24-hour global fitness franchise with neighborhood locations. Comparable on subscription membership model and small-format gym positioning, though Anytime Fitness emphasizes convenience/24-hour access over The Forum's premium amenity stack (childcare, sauna, group classes).
• Life Time Fitness: Premium national fitness club with comprehensive amenities including group classes, personal training, childcare, spa, and recovery. Closest comparable to The Forum's full-service positioning with childcare, multiple class types, and recovery amenities, but operates at a significantly higher price tier and larger footprint.
• YMCA: Nonprofit community fitness organization with memberships, group classes, childcare, and family programming. Comparable to The Forum's family-friendly value proposition and corporate/silver sneakers-like subsidized memberships, and frequently competes in mid-size markets for the same price-sensitive family and senior segments.

Direct peers

• Orangetheory Fitness: Boutique group fitness franchise centered on coached, metrics-based workouts. Comparable to The Forum's group fitness and personal training component, with overlapping member demographics seeking structured coaching — though Orangetheory prices at a premium and does not offer traditional open-gym access.
• F45 Training: Functional training group fitness franchise offering 45-minute coached sessions. Highly comparable to The Forum's group fitness class portfolio (kettlebell, HIIT, metabolic conditioning), and competes for the same trainer-led workout segment, though F45 operates in a boutique-only format.
• Club Pilates: Boutique Pilates franchise offering reformer-based group classes. Directly comparable to The Forum's SoFul Yoga & Pilates sister studio offering reformer Pilates, and represents the same boutique-priced ($20–$30/class or unlimited packages) Pilates segment The Forum is pursuing.

Emerging players

• Fit Body Boot Camp: Franchise model focused on personal training and small-group boot camp sessions. Comparable to The Forum's personal training and group fitness revenue mix, and competes for the same trainer-led coaching segment at a lower price point than traditional full-service clubs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

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 The Forum of Salisbury