St. Pauli Athletik Gmbh

What St. Pauli Athletik Gmbh does

St. Pauli Athletik GmbH is a private, founder-owned functional fitness and CrossFit-style training studio headquartered in Hamburg, Germany, operating since 2014 from a single facility on the grounds of the Marzipanfabrik (Friesenweg 32, Haus 26). The company is led by managing director and CrossFit Games athlete Moritz Fiebig (World Champion of International Functional Fitness, 2021; CrossFit Games athlete 2022–2024). It serves individual consumers ranging from beginners to competitive functional fitness athletes in the Hamburg metropolitan area, with a secondary global digital audience reached through remote coaching.

The company's product set is built around the core 'Athletik Classes' (group functional fitness, Olympic weightlifting, and strength/endurance training) and is extended by a broad add-on portfolio: personal training (€120–€200 per session), three-tier nutrition counseling (€129–€449), physiotherapy sessions, and a calendar of workshops and camps including an Athleten Camp with Moritz Fiebig (€399), One Day mit Moritz (€199), HYROX, running, rowing, strength, mental training, and yoga workshops (€20–€79). Distribution is hybrid — a physical on-site gym combined with a digital remote coaching subscription delivered via the True Coach and FITR Training apps, plus a WooCommerce e-commerce shop for branded merchandise and digital products (e.g., the Open Prep Guide e-book).

The business monetizes through recurring membership subscriptions (1-month or 12-month auto-renewing terms), pay-as-you-go personal training and workshops, remote coaching subscriptions, one-time merchandise sales, and B2B location rental for events and photoshoots. Customer acquisition is community-led, driven by multi-channel social media (Instagram, YouTube, Facebook, Twitch), press coverage in outlets including Handelsblatt and Deutsche Welle, and athlete ambassador partnerships such as the NordicTrack tie-up. No external funding, parent company, or subsidiary structure was disclosed; the company operates as a single GmbH entity with a stated headcount of 1–10 employees.

Name

St. Pauli Athletik Gmbh

Legal name

St.Pauli Athletik GmbH

Website

https://www.sanktpauliathletik.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

St. Pauli Athletik GmbH is a Hamburg-based functional fitness studio operating since 2014, founded and led by CrossFit Games athlete Moritz Fiebig, offering group classes, personal training, remote coaching, nutrition, physiotherapy, workshops, and branded merchandise to individual consumers in Hamburg and a global digital audience.

Ownership category

akta.pro rank

Product category

Fitness and Functional Training Services

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Functional Fitness / Cross-Training Groups (HSADABAH)

akta.pro secondary industries

Online/Remote Personal Training & Programming (HSADAAAM), Weight Gain & Muscle-Building Nutrition (HSADAFAC), Functional Fitness & Mobility Training (HSADAAAD), Rehabilitation Return-to-Exercise Training (Non-Clinical) (HSADAAAK)

Keywords

• Functional fitness training
• CrossFit gym services
• Remote fitness coaching
• Nutrition counseling services
• Athletic apparel merchandise

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Monthly or annual gym memberships granting access to group fitness classes (Athletik Classes), Olympic weightlifting, and strength/endurance training sessions.
2. Personal Training: One-on-one coaching sessions at €120-€200 per session, providing individualized training guidance.
3. Remote Coaching Subscriptions: Remote training program subscriptions with 3, 5 or custom number of training units per week, including personalized programming, feedback, and progress tracking.
4. Workshops and Camps: One-time workshop fees (€25-€449) for specialized training events including Athletes Camp, One Day with Moritz, HYROX Workshop, Yoga sessions, and skill-specific workshops.
5. Nutrition Consulting: Nutrition counseling services at €129-€449, including light consultation, intense packages with body fat analysis and meal plans, and 6-week coaching programs.
6. Merchandise Sales: Direct sales of branded apparel including shirts (€35-€45), hoodies, supporter shirts, and accessories through on-site shop.
7. Physiotherapy Services: Preventive physiotherapy sessions including 30-minute and 1-hour treatments for holistic health and recovery.
8. Location Rental: Rental of gym facilities for photoshoots, events, seminars, and other uses at custom pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

St. Pauli Athletik operates a single-location CrossFit and functional fitness gym in Hamburg, anchored by Athletik Classes (group functional fitness training covering strength, endurance, and Olympic weightlifting). The offering is extended via subscription-based Remote Coaching led by founder Moritz Fiebig, supplemented by Personal Training, tiered Nutrition Counseling, Physiotherapy, a calendar of specialized Workshops (Athletes Camp, One Day with Moritz, HYROX, strength, rowing, mental skills, yoga), branded merchandise, and ad-hoc facility rental.

Product overview

St. Pauli Athletik is a CrossFit and functional fitness gym in Hamburg operating since 2014, led by owner and two-time CrossFit Games competitor Moritz Fiebig (World Champion 2021). The offering is a hybrid of in-person and digital fitness services built around group Athletic Classes (functional fitness training), supplemented by Remote Coaching (delivered via True Coach platform), Personal Training, Nutrition Counseling (light/intense/6-week programs), Physiotherapy, and Workshops/Seminars (Athletes Camp, specialty workshops like HYROX, strength, rowing, mental skills, yoga). The company also sells branded merchandise and rents its facility for events. The core product is the in-gym Athletic Classes, with Remote Coaching extending reach digitally and the workshop program providing intensive specialized training.

Differentiator

Problem solved

Functional benefit

Products and services

• Athletik Classes (Group Functional Fitness Training) Recurring functional fitness group classes tailored to different fitness levels and goals, combining strength, endurance, and Olympic weightlifting; designed for beginners through experienced athletes in Hamburg.
• Remote Coaching Subscription Customized remote training programs delivered to global customers via the True Coach app, including weekly programming units, feedback from coaches, and progress tracking; targets athletes who cannot train on-site.
• Personal Training One-on-one coaching sessions with individualized attention and customized training programs, priced per session between €120 and €200 depending on coach.
• Nutrition Counseling (Ernährungsberatung) Three-tier nutrition counseling service — light (€129) for basic guidance, intense (€299) including body fat analysis and meal planning, and a 6-week coaching program (€449) with regular consultations — for members and non-members.
• Physiotherapy Preventive physiotherapy services including holistic manual therapy and treatment of underlying causes of dysfunction and pain, offered in 30-minute and 1-hour sessions.
• Workshops and Seminars Specialized one-off training events covering competition preparation (Athletes Camp, One Day with Moritz), skill fundamentals (Grundlagen), race preparation (HYROX, Running), strength (Kraft Workshop), rowing technique, mental skills, and yoga; priced €20–€449 per event.
• Open Prep Guide E-Book by Moritz Fiebig Digital e-book guide by Moritz Fiebig providing preparation advice for the CrossFit Open, sold directly via the website shop at €29.90.
• Studio / Location Rental Rental of the Hamburg gym facility for corporate events, seminars, photoshoots, and other commercial purposes, with custom pricing per inquiry.
• Branded Apparel and Merchandise Direct-to-consumer branded merchandise including t-shirts, hoodies, supporter shirts, member sweaters, patches, and socks, sold via the company's own online shop.

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

One partnership is on record.

• NordicTrackminorGTM or Marketing PartnerPromotional partnership featuring Moritz Fiebig as brand ambassador for NordicTrack Commercial 2450 Treadmill. Includes sponsored content on Instagram with discount code 'MORITZ' for up to €449 off products. iFIT membership sold separately.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CrossFit (CrossFit, Inc.): CrossFit, Inc. is the parent brand of the CrossFit methodology and affiliate licensing program that defines St. Pauli Athletik's core training programming. Directly comparable because St. Pauli operates a CrossFit-style gym with competition prep programming for the CrossFit Games.
• Freeletics: Freeletics is a Munich-headquartered digital fitness platform offering AI-personalized functional training and coaching subscriptions. Directly comparable to St. Pauli Athletik's remote coaching business in the German market with a similar functional fitness methodology and subscription model.
• F45 Training: F45 Training is a global boutique fitness franchise offering functional 45-minute group training classes with standardized programming. Comparable as a global boutique functional-fitness brand competing for the same consumer with group classes and remote/digital offerings.
• Orangetheory Fitness: Orangetheory operates a global boutique chain of coach-led group training studios with structured programming and subscription pricing. Comparable to St. Pauli Athletik's membership-based group class model and premium positioning in the boutique fitness segment.
• Barry's Bootcamp: Barry's Bootcamp is a premium boutique fitness brand known for high-intensity group classes and a strong celebrity/instructor brand identity. Comparable as a premium, coach-led boutique studio competing for similar affluent urban fitness consumers.

Broad incumbents

• Urban Sports Club: Urban Sports Club is a leading German fitness and sports subscription aggregator partnering with thousands of studios across Germany and Europe. Comparable as a broader incumbent that distributes demand to studios including CrossFit-style functional fitness gyms.
• McFit (McFIT Global Group): McFit is one of Germany's largest low-cost gym chains with hundreds of locations across Europe. Comparable as a broad incumbent in the German fitness market setting price benchmarks that affect St. Pauli Athletik's premium positioning.

Emerging players

• Gymondo: Gymondo is a Berlin-based digital fitness platform offering on-demand workout videos and personalized training programs. Comparable as an emerging digital fitness player in Germany overlapping with St. Pauli Athletik's remote coaching subscription product.

Regional players

• HYROX: HYROX is a global functional fitness race series with strong European (especially German) roots and standardized competition prep programming. Comparable because St. Pauli Athletik offers a dedicated HYROX Workshop tied to the same race stations and preparation methodology.

Others

• Reebok CrossFit (Reebok / CrossFit collaboration): Reebok has historically been the official footwear and apparel partner of CrossFit, sponsoring CrossFit Games athletes including figures in the same competitive circuit as Moritz Fiebig. Comparable as an adjacent athlete-ambassador and merchandising partner ecosystem player connected to CrossFit athletes and apparel (analogous to St. Pauli Athletik's branded supporter shirts and NordicTrack partnership).

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCQ7SqtLnTDazuf_bUG_e1kg
• Facebookfacebook.com/stpauliathletik
• Instagraminstagram.com/sanktpauliathletik
• LinkedInlinkedin.com/company/crossfit-sankt-pauli

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 St. Pauli Athletik Gmbh