Bfit Gym + Fitness

What Bfit Gym + Fitness does

BFit Gym + Fitness is a privately held, family-founded multi-location fitness chain operating four facilities totaling approximately 132,000 square feet across Evansville and Newburgh, Indiana. Founded in 1991 as Bob's Gym and rebranded in the 2020s, the company offers tiered monthly memberships (Core $25, Prime $35, Prime X $45) plus add-on subscriptions for personal training ($170-$420/mo) and unit-priced services including massage therapy, swim lessons, and ISR infant survival swimming. Its product surface spans traditional strength and cardio equipment, group fitness studios (Les Mills licensed programming, CycleX, Ignite Studio, Glutes+ Studio), aquatics (pools at North and Newburgh), recovery amenities (cryo chamber, sauna, HydroMassage chairs), and family programming (BFit Kids childcare, ISR survival swimming).

Name

Bfit Gym + Fitness

Legal name

BFit

Website

https://b.fit

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

101–250 employees

Short description

BFit Gym + Fitness is a privately held, family-owned multi-location fitness chain operating four gyms (~132,000 sq ft) in Evansville and Newburgh, Indiana, offering tiered memberships, personal training, group fitness, aquatics, recovery amenities, and ISR infant survival swimming to thousands of consumer and corporate members.

Ownership category

akta.pro rank

Product category

Fitness Centers

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

General Personal Training (In-Person & Virtual) (HSADAAAA), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Outdoor Fitness & Park Bootcamps (HSADABAC)

Keywords

• Fitness center memberships
• Personal training services
• Group fitness classes
• Aquatics swim lessons
• Corporate wellness programs

Headquarters

HQ city

Evansville

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Membership Subscriptions: Monthly recurring membership fees with tiered plans (Core, Prime, Prime X) offering different levels of location access and amenities. Month-to-month options available with $5/mo premium.
2. Personal Training: Add-on personal training services with certified trainers in 1x/week, 2x/week, and 3x/week subscription plans. Includes unlimited InBody scans with training subscription.
3. Massage Therapy: Sports and therapeutic massage services offered at $50/30min, $85/60min, $125/90min, or 4-pack bundles. Provided by licensed massage therapist Eli Green.
4. Swim Lessons: Private and semi-private swim lessons at North and Newburgh locations. Private lessons at $25 members/$30 non-members; semi-private at $16 members/$20 non-members. 8-lesson packs available.
5. Corporate Memberships: Corporate wellness gym memberships offered to businesses starting at no cost to employers, providing employee health and wellness benefits.
6. ISR Survival Swimming: Intensive infant survival swimming program - 6-8 week daily program (10 min/day, 5 days/week) taught 1-on-1 by certified ISR instructors.
7. Membership Freeze: $5/month membership freeze fee allowing members to pause membership while preserving their current rate and avoiding re-joining fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels10 records

Core offering

BFit Gym + Fitness is a privately held, family-founded fitness center chain operating four locations across Evansville and Newburgh, Indiana. The company offers tiered gym memberships (Core, Prime, Prime X), certified personal training, 40+ group fitness class types (including licensed Les Mills programming), aquatic facilities with lap swimming and lessons, infant survival swimming (ISR), sports and therapeutic massage, kids programs, and recovery amenities (cryo, saunas, HydroMassage). It also provides corporate wellness memberships to local employers starting at no cost.

Differentiator

Problem solved

Functional benefit

Products and services

• Gym Memberships (Core, Prime, Prime X)

Quantifiable outcome

• 30+ years in business serving the Evansville community
• +3 more outcomes

Named customers2 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• Les MillscoreChannel Partner/ Reseller/ DistributorLes Mills is a global fitness brand providing group fitness programming including BODYPUMP, BODYCOMBAT, STRENGTH DEVELOPMENT, SHAPES, and Pilates. BFit offers these licensed group fitness classes at all locations, featuring branded equipment (adjustable barbells with Les Mills weight plates) and certified instructors.
• InBodycoreTechnology or IntegrationInBody is a body composition analysis technology provider. BFit includes InBody scanning in their free Quickstart program and offers unlimited InBody scans with personal training subscriptions for tracking body composition, basal metabolic rate, and fitness progress benchmarks.
• Infant Swimming Resource (ISR)coreStrategic or Co-development PartnerISR is the safest and most effective provider of survival swimming lessons worldwide, teaching ISR Self-Rescue skills to children 6 months to 6 years. BFit Newburgh has the only certified ISR instructors within 50 miles. Sarah Hooper is one of only two ISR Certified Instructors in the area.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Anytime Fitness: 24/7 franchised gym chain with similar multi-tier membership structure and small-format clubs. Competes head-to-head on access convenience and is likely present or expanding in the Evansville market.
• Gold's Gym: Established multi-amenity gym brand offering group fitness, personal training, and recovery services. Closely matches BFit's premium-tier offering (Prime $35/mo) and member demographic.
• LA Fitness: Multi-location mid-market club with pools, group classes, kids' programs, and personal training. Closest direct analogue to BFit's full-amenity positioning and family-friendly model.
• Chuze Fitness: Regional multi-location chain offering premium amenities (cryo, hydro massage, group fitness) at sub-$30/mo pricing. Highly comparable business model to BFit and a relevant regional expansion benchmark.
• Planet Fitness: Largest low-cost fitness chain in the US. Directly competes with BFit's Core tier in Evansville/Newburgh on price (~$10–$15/mo) and convenience, representing the primary threat at the entry-level price point.
• YMCA: Non-profit community fitness operator with pools, swim lessons, family programming, and corporate wellness. Strong overlap with BFit's family/youth segments and the Evansville/Newburgh market.
• Crunch Fitness: Mid-priced national chain with a heavy group fitness programming focus, similar to BFit's 40+ class lineup and Les Mills-style offering. Competes on variety and value.

Emerging players

• Orangetheory Fitness: Boutique heart-rate-based group training concept. Competes with BFit for the same premium personal-training and group-class member, particularly the 2x/week PT subscribers at $300/mo.
• F45 Training: Boutique functional training franchise with group HIIT classes. Targets the same athleisure, results-oriented demographic as BFit's athletes/sports enthusiasts segment.

Broad incumbents

• Life Time Fitness: Premium large-format fitness club operator with extensive amenities (pools, spas, recovery, family programming). Represents the upscale version of BFit's model; not yet in Evansville but a strategic aspirational benchmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/BobsGymEVV
• Facebookfacebook.com/joinbfit
• Instagraminstagram.com/joinbfit
• TikToktiktok.com/@joinbfit
• Xx.com/joinbfit
• LinkedInlinkedin.com/company/bfit-by-bobs

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 Bfit Gym + Fitness