The Armory

What The Armory does

The Armory, operating as Armory Healthcare LLC, is a physician-owned integrated health and wellness center headquartered in Columbus, Ohio, that consolidates direct primary care, performance medicine, fitness training, recovery therapies, and sports performance services under a single membership-based model. The company is led by founders Shawn Bailey MD (CEO) and Meredith Bailey RPh (President), who operate outside the insurance system on a direct primary care basis, supplemented by specialists in physical therapy, dietetics, mental performance, and sports science. The core technology stack combines clinical diagnostics (Hologic DEXA body composition and bone density, lab-based VO2 Max, resting metabolic rate, home sleep testing), VALD sports science systems (force plates, NordBord, timing gates), recovery hardware (ARRC LED light therapy, LightForce Class IV laser, full Hyperice suite), and an integrated software layer (Elation Patient Passport for HIPAA-compliant records, TeamBuildr for training delivery, WellnessLiving for membership, Brivo for 24/7 facility access).

The business operates three physical facilities in the Columbus area: a flagship 11,000 sq ft main campus on Kinnear Road with an arena, 70 yards of turf, and the Human Optimization Lab; Grandview Pro Fitness; and Worthington Pro Fitness (a 7,000+ sq ft powerlifting-focused facility). Revenue is generated through monthly subscription memberships that can be bundled across medical, fitness, and recovery divisions, plus pay-as-you-go session packs for personal training, youth strength and conditioning, and sports skills coaching (basketball, volleyball, field hockey, punting/kicking). The ARMORY Basketball Club (launched 2024) adds a tiered youth development vertical ($199-$459/month), and VirtualFit ($100/month) extends coaching reach via the TeamBuildr app. In June 2024, the company raised $123,000 through a Regulation CF debt-based securities offering on Honeycomb Credit to fund construction and facility improvements.

The Armory serves four primary customer segments: health-conscious adults seeking insurance-free primary care, performance-oriented adults pursuing longevity and advanced therapies, athletes from grade school through professional ranks requiring Division I-grade testing and coaching, and adult fitness consumers seeking structured training. Notable members include NFL player Braxton Miller, professional lacrosse player Justin Inacio, and CFL punter Jesse Mirco, who function primarily as brand ambassadors. The company has no disclosed institutional or private equity backing and remains founder-owned.

Name

The Armory

Legal name

Armory Healthcare LLC

Website

https://wearethearmory.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

The Armory is a physician-owned integrated health and wellness center in Columbus, Ohio that combines direct primary care, fitness training, recovery therapies, and sports performance testing under a membership-based, insurance-free model across three facilities.

Ownership category

akta.pro rank

Product category

Integrated Health and Wellness Services

NAICS

Fitness and Recreational Sports Centers (713940), Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134), Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Elite Performance Training Centers (High-Performance/Pro Prep) (MPAKAJAC)

akta.pro secondary industries

Strength & Conditioning / Athletic Performance Training (HSADAEAB), Sports Physical Therapy & Return-to-Play Rehab (HSADAIAB), Orthopedic & Sports Rehabilitation Centers (HLAFAFAI), Sports Rehabilitation, Return-to-Play & Performance Therapy Centers (MPAKAJAO)

Keywords

• Integrated healthcare services
• Direct primary care
• Sports performance training
• Fitness and recovery
• Physical therapy services

Headquarters

HQ city

Columbus

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Monthly membership subscriptions offering medical care, fitness training, and recovery services under bundled or individual plans. The company operates on a direct primary care model without insurance involvement.
2. Day/Week/Month Passes: Non-commitment passes for individuals wanting to try services before committing to membership. Gym Passes include 24/7 access to Grandview and Worthington Pro Fitness plus same-day access to ARMORY Weight Room. Recovery Passes include everything in Gym Pass plus access to Plunge Room.
3. Sports Training Sessions: Individual and group training sessions for sports skills including basketball, volleyball, field hockey, punting/kicking, and strength & conditioning. Sold in packs (4, 8, 12, 16 sessions) and monthly memberships.
4. Personal Training: One-on-one personal training (OneFit), small group training (FriendFit), and virtual coaching (VirtualFit) services with certified trainers.
5. ARMORY Basketball Club Memberships: Team-based basketball development program with Basic ($199/month), Plus ($269/month), and Complete Development ($459/month) membership tiers including group sessions, strength training, and tournament opportunities.
6. Debt Securities Offering: The company is raising funds through a debt-based securities offering on Regulation CF to complete construction projects and improve facilities.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels10 records

Core offering

The Armory is a physician-owned, direct primary care center in Columbus, Ohio that integrates medicine, fitness training, recovery, and sports performance services under one roof and one membership. Members can access Direct Primary Care Plus, performance medicine, dietetics, physical therapy, mental performance coaching, athlete strength and conditioning, basketball/field hockey/volleyball/punting skills training, advanced body composition and metabolic testing, and recovery modalities such as plunge therapy, LED light therapy, laser therapy, and Hyperice compression. Pricing is structured as monthly Medical, Fitness, and Recovery memberships (individually or bundled) plus day/week/month passes, training session packs, and the ARMORY Basketball Club team program.

Product overview

THE ARMORY is a physician-owned integrated health and wellness center in Columbus, Ohio that provides comprehensive medical, fitness, recovery, and sports performance services under a unified membership model. The four core divisions—Medical Services, Fitness & Training, Recovery Services, and Sports Skills Training—work together as one integrated team. Additional offerings include Advanced Testing & Diagnostics (DEXA scans, VO2 Max, metabolic testing, sports science), the Patient Passport medical portal, TeamBuildr training app, and flexible Memberships & Passes. Members can bundle services and access multiple facilities including the main campus, ARMORY Arena, and partner gyms (Grandview Pro Fitness, Worthington Pro Fitness).

Differentiator

Problem solved

Functional benefit

Brands

• Grandview Pro Fitness: 24/7 fitness access gym located at 840 Grandview Avenue, Columbus, OH 43215
• Worthington Pro Fitness
• ARMORY Basketball Club (ABC)
• ARMORY Arena
• ARMORY Sports Performance Center
• ARMORY Weight Room
• Human Optimization Lab

Products and services

• Medical Services Physician-led direct primary care and performance medicine services including Direct Primary Care Plus, Performance Medicine, Dietetics & Nutrition, Physical Therapy, Massage Therapy, Mind & Resilience Therapy, Mental Performance Coaching, Hormone Therapy, IV Hydration, and GLP-1 Therapy, delivered without insurance involvement to health-conscious adults and athletes.
• Fitness & Training Comprehensive fitness services including Training Facilities, Adult Fitness programs (GroupFit, OneFit, FriendFit, VirtualFit), Athlete Strength & Conditioning, and access to the 11,000 sq ft ARMORY Weight Room and Sports Performance Center for adult fitness enthusiasts, youth athletes, and professionals.
• Recovery Services Recovery modalities including Hot & Cold Plunge hydrotherapy, ARRC LED Light Therapy Bed, LightForce Class IV Laser Therapy, and the full Hyperice Recovery Suite (Normatec compression, Venom wraps, Hypervolt percussion, Hypersphere vibration, Vyper foam roller, Hyperice X contrast therapy), available to members and as a standalone Recovery membership.
• Advanced Testing & Diagnostics Data-driven testing including DEXA Body Composition with Visceral Adipose Tissue analysis, DEXA Bone Mineral Density, Resting Metabolic Rate (RMR), VO2 Max, Sports Science Testing (force plates, VALD systems, timing gates, motion analysis), and Home Sleep Testing for health-conscious adults and athletes.
• Sports Skills Training Specialized sports skills coaching including Basketball Training, Field Hockey Training, Volleyball Training, and Punting & Kicking Training, sold in session packs (4, 8, 12, 16) and via the ARMORY Basketball Club team-based program with Basic, Plus, and Complete Development membership tiers.
• Memberships & Passes
• ARMORY Basketball Club (ABC) Team-based basketball development program for grades 4-12 including group sessions, strength training, and tournament opportunities, with three subscription tiers (Basic, Plus, Complete Development) under a minimum 3-month contract.
• Personal Training (OneFit, FriendFit, VirtualFit) Certified personal training delivered as OneFit (60-minute one-on-one sessions), FriendFit (2-4 participant small group training), and VirtualFit (remote coaching via TeamBuildr app at $100/month) for adult fitness enthusiasts.

Quantifiable outcome

• 30 NFL draft picks produced under Jay Hooten's direction at Northwestern University
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature10 records

Partnerships

Six partnerships are on record, tiered core and minor.

• WellnessLivingcoreTechnology or IntegrationWellnessLiving platform serves as the primary membership management and transaction hub, enabling members to manage memberships, purchase training session packages, shop the online store, and handle payments.
• BrivocoreTechnology or IntegrationBrivo Mobile Pass provides standalone digital key for secure 24/7 facility access. In some areas, facial recognition enabled for fast, private, highly secure access with encrypted facial data.
• Elation HealthcoreTechnology or IntegrationElation Patient Passport is the HIPAA-compliant medical portal connecting with pharmacies, providers, imaging centers, and hospitals for coordinated care. Enables prescription refills, secure messaging, and health record access.
• TeamBuildrcoreTechnology or IntegrationDigital training platform connecting members with ARMORY coaches for personalized workouts, progress tracking, performance data logging, and real-time communication through easy-to-use app.
• ARRC LEDTechnology or IntegrationARRC LED Light Therapy Bed technology providing multi-wavelength red, near-infrared, and green light therapy for accelerated recovery and performance enhancement.
• Tremont PharmacyminorStrategic or Co-development PartnerOwned by co-founder Meredith Bailey, Tremont Pharmacy is a community pharmacy serving Upper Arlington for over 70 years, providing pharmacy services as part of the integrated healthcare model.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Emerging players

• Restore Hyper Wellness: Restore is a multi-unit wellness franchise offering cryotherapy, IV therapy, hyperbaric oxygen, light therapy, and recovery services. Comparable to The Armory's recovery division and integrated wellness positioning, though Restore lacks primary care and strength training depth.
• StretchLab / Stretch Zone: StretchLab and Stretch Zone are franchise networks offering assisted stretching and recovery services with a defined membership model. Thematically comparable to The Armory in the recovery and wellness space, though narrower in service scope.

Direct peers

• D1 Sports Training: D1 is a national franchise specializing in elite athletic performance training for youth and adults, with strength coaches and sports-science testing. Directly comparable to The Armory's sports performance division in target customer (athletes) and service (strength/conditioning), though D1 lacks The Armory's integrated medical offering.
• EXOS (formerly Athletes' Performance): EXOS operates integrated performance training, physical therapy, nutrition, and recovery services for elite athletes, military, and corporate clients. Closest comparable to The Armory in offering an integrated medical-fitness-performance model, though EXOS is larger, multi-region, and more B2B-skewed.
• Parisi Speed School: Parisi is a national sports performance training franchise focused on youth and high school athletes with speed, strength, and agility programs. Directly comparable to The Armory's youth sports training and ARMORY Basketball Club offerings in customer segment and athletic development focus.

Broad incumbents

• Equinox: Equinox operates premium fitness clubs nationally with personal training, recovery services, and increasingly integrated wellness programming. Comparable to The Armory at the premium fitness positioning level, though at vastly larger scale and without the physician-led medical practice component.
• Life Time Fitness: Life Time is a publicly-traded premium fitness operator with an expanding suite of medical, recovery, and performance offerings (Life Time Health, Alpha Training, LT Recovery). Comparable to The Armory at the integrated-service level, but operates at massive national scale across 170+ locations.

Regional players

• Steadman Clinic / Howard Head Sports Medicine: The Steadman Clinic and similar orthopedic sports medicine centers integrate orthopedic surgery, physical therapy, and performance training for elite athletes. Comparable to The Armory in the integrated sports-medicine-recovery model, though anchored in surgical and post-acute care rather than primary direct care.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@we.are.the.armory
• Facebookfacebook.com/wearethearmory23
• LinkedInlinkedin.com/company/wearethearmory
• Instagraminstagram.com/we.are.the.armory/reels
• TikToktiktok.com/discover/the-armory-gym-columbus

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

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 Armory