Pure Fitness Wisconsin

What Pure Fitness Wisconsin does

Pure Fitness Wisconsin (legally Pure Fitness WI) is a privately held personal training studio and shared facility located at 10410 N. Baehr Rd., Mequon, WI 53092, serving the greater Milwaukee metropolitan area. The company operates a single physical site with five personal training stations occupied by independent trainers (including Mike Steinmetz, Chellie Steinmetz, Annie Rasmussen, and Jane Krueger) who run their own client-facing businesses within the space, alongside a shared common training area equipped with cardio machines, TRX systems, cable machines, squat/bench racks, leg press, free weights, and adjustable/decline benches.

The company monetizes through three primary streams: (1) one-on-one personal training and golf performance training delivered on-site using the branded 'PureForged Method', a 3-step system covering flexibility/range of motion, stability, and power/explosiveness; (2) recurring monthly studio rental paid by independent trainers, with rent covering facility overhead including utilities, internet, cleaning, and maintenance; and (3) digital products (workout programs, fitness journals) sold through an Etsy storefront, supplemented by Amazon Associates affiliate commissions on fitness equipment links. The technology stack is minimal — a standard WordPress website with Mailchimp email marketing — with no proprietary platform, no mobile app, no API, and no identified AI capabilities. Marketing is content-led, relying on an active blog, email newsletter, and organic social channels (Instagram, Facebook, YouTube, LinkedIn, Pinterest). Key partnerships include TPI (Titleist Performance Institute) for golf assessment methodology and a referral relationship with local PGA professionals.

Name

Pure Fitness Wisconsin

Legal name

Pure Fitness WI

Website

https://purefitnesswi.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Pure Fitness Wisconsin is a privately held, single-location personal training studio in Mequon, WI that combines in-person training and golf performance services (via its PureForged Method) with a recurring-revenue studio rental model hosting independent trainers.

Ownership category

akta.pro rank

Product category

Personal Training Services

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

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

Keywords

• Personal training services
• Studio rental
• Golf fitness training
• Independent trainer incubation
• Digital workout programs

Headquarters

HQ city

Mequon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Personal Training Services: One-on-one personal training sessions provided by independent trainers operating within the facility. Trainers are separate businesses running their own client-facing operations.
2. Studio Rental: Monthly lease payment model for personal trainers to operate their own businesses within the facility. Covers overhead expenses including rent, internet, cleaning, garbage, landscaping/snow removal, music, utilities. Provides dedicated training space plus common area access.
3. Digital Products: Downloadable workout programs and digital fitness content sold through Etsy and the company website. Includes Enneagram-specific workout programs and various fitness guides.
4. Affiliate Marketing: Participant in Amazon Services LLC Associates Program. Earns commissions through affiliate links for fitness equipment recommendations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Pure Fitness Wisconsin operates a personal training studio in Mequon, WI offering one-on-one fitness training, golf performance programming based on the proprietary PureForged Method, and fully equipped studio rental space for independent trainers. The facility features five personal training stations, cardio and strength equipment, TRX systems, and shower facilities, and complements in-person services with downloadable digital workout programs sold online.

Product overview

Pure Fitness Wisconsin is a personal training studio and facility rental business in Mequon, WI, operating a multi-trainer fitness facility with 5 personal training stations. The company offers two primary service lines: (1) Personal Training services including one-on-one training, golf performance training using the proprietary PureForged Method (3-step system: flexibility, stability, power), and a golf simulator (coming soon); and (2) Facility Rental services offering fully equipped studio space for independent trainers. The company also provides digital fitness products including workout programs and fitness journals. The studio features cardio equipment, TRX systems, cable machines, squat/bench racks, leg press, free weights, and adjustable/decline benches, with two restrooms each containing showers.

Differentiator

Problem solved

Functional benefit

Brands

• PureForged Method: A three-step golf fitness training methodology encompassing flexibility/range of motion, stability/balance, and power/explosiveness for golf performance improvement.

Products and services

• One-on-One Personal Training Individualized fitness training sessions delivered by certified personal trainers at the Mequon facility, tailored to client goals including strength training, weight loss, and general fitness improvement. Targeted at local individual fitness consumers.
• Golf Performance Training Specialized golf fitness program based on the proprietary PureForged Method, a 3-step system covering flexibility, stability, and power to improve swing speed, distance, and pain-free golf. Targeted at golfers of all skill levels.
• Studio Rental for Independent Trainers Fully equipped personal training studio space with 5 training stations, cardio equipment, free weights, cable machines, and TRX systems rented on a monthly lease to independent trainers to operate their own businesses. Includes overhead expenses (rent, internet, cleaning, garbage, landscaping/snow removal, music, utilities). Targeted at independent fitness professionals seeking low-overhead business ownership.
• Digital Workout Programs Downloadable digital fitness products including workout programs, Enneagram-specific workout guides, fitness journals, and educational resources sold through Etsy and the company website. Targeted at remote fitness consumers seeking self-guided programming.

Quantifiable outcome

• Golfers following the PureForged Method can increase club speed within 4-6 weeks when properly periodized
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• TPI (Titleist Performance Institute)coreStrategic or Co-development PartnerTPI is described as a leading resource for golf fitness and conditioning. Pure Fitness uses TPI as their go-to assessment tool for golfers. TPI certification and methodology influence their golf performance training approach, helping set benchmarks and establish training goals for clients.
• Amazon Services LLC Associates ProgramminorGTM or Marketing PartnerAffiliate advertising program where Pure Fitness earns fees by linking to Amazon.com and affiliated sites. Marketing partnership for fitness equipment recommendations.
• Local PGA Golf ProfessionalscoreStrategic or Co-development PartnerPure Fitness recommends that golfers work with PGA professionals in conjunction with their fitness training. The company suggests visiting their facility and working with PGA pros to understand exactly what clients need for their golf game.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Anytime Fitness: 24/7 franchised gym chain with multiple locations in the Mequon/Milwaukee area. Competes for the same local fitness consumer on convenience and price, though it does not specialize in personal training or golf performance.
• F45 Training: Global functional-training franchise offering group fitness in studio settings. Larger and broader portfolio, but competes for the same mid-market fitness consumer in regional markets like Milwaukee.
• Life Time Fitness: Premium multi-service fitness operator with personal training, group classes, and increasingly golf-related wellness programming. Comparable on consumer persona and breadth of services, though at far larger scale and capital base.
• Orangetheory Fitness: Large national boutique fitness brand combining heart-rate-based group training with optional personal training. Comparable on consumer persona and premium positioning, but operates at significantly larger scale.

Emerging players

• StretchLab: Franchise focused on assisted stretching and mobility in a small studio format. Comparable on small-studio one-on-one service model and mobility/flexibility positioning, which overlaps with the PureForged Method's flexibility step.

Direct peers

• Fitness Together: National franchise of small-format personal training studios offering one-on-one and semi-private training in a single-location studio model. Closely comparable to Pure Fitness's in-person personal training and small-studio footprint.
• GYMGUYZ: Mobile and in-home personal training franchise that targets busy professionals and parents with on-demand coaching. Overlaps with Pure Fitness's consumer persona and trainer-as-small-business model.
• Titleist Performance Institute (TPI): The leading golf-specific fitness and conditioning certification body, which Pure Fitness explicitly uses as its assessment framework. Comparable because both serve the niche of golfers seeking fitness-driven performance improvement.

Regional players

• Burn Boot Camp: Group fitness franchise with strong presence in the Midwest. Overlaps with Pure Fitness in personal-coaching-style programming and target demographic of busy adults, though competition is more likely in group fitness than one-on-one.

Others

• Golf Digest (golf instruction vertical): Major golf media brand that publishes fitness and training content for golfers, including instructional methodology. Adjacent comparable on the demand side because both target golfers seeking improvement, but it is a media business rather than a service operator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/purefitnesswi
• Facebookfacebook.com/purefitnesswi
• LinkedInlinkedin.com/company/pure-fitness-wisconsin
• Instagraminstagram.com/purefitnesswi
• Pinterestpinterest.com/purefitnesswi
• Xx.com/purefitnesswi

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Pure Fitness Wisconsin