LEISURELABS LIMITED

What LEISURELABS LIMITED does

LeisureLabs Limited is a London-based, founder-owned digital agency founded in September 2022 by Alex Peacock and Charles Njoku, both former senior executives at Netpulse and EGYM. The company provides digital transformation, product development, and platform customisation services exclusively to the fitness and wellness industry, employing 40+ engineers, designers, product specialists, and project managers distributed across four continents. Its service portfolio spans strategic consulting, programme management for complex tech migrations (e.g., énergie Fitness across 70 clubs), end-to-end custom software and mobile app development, gamification and engagement features, and AI-powered personalization, with technology spanning Flutter, ReactJS, Python/Django, Laravel, SpringBoot, Java on Azure, alongside applied use of OpenAI GPT models, ASENSEI computer vision, and blockchain integrations.

The company's revenue model is project-based professional services, including retained engineering support, supplemented by strategic referrals through preferred-partner relationships with major fitness platform vendors including EGYM, Xplor Technologies, Mariana Tek, PerfectGym, and ASENSEI. Customer base is enterprise-skewed, featuring David Lloyd Clubs, The Gym Group (mobile app supporting 800,000+ MAU), Fitness First UK, énergie Fitness, Crunch Fitness, YMCA of the Triangle, Revo Fitness, plus fitness-tech vendors Endurance Zone, Move Technologies, and VertiMax. Distribution combines direct enterprise sales (led by Client Solutions Director Amy Walker covering North America) with channel-driven lead flow from platform partners and ecosystem positioning through ukactive Supplier Council membership and the co-founded Fitness Technology Summit. Go-to-market geography spans the UK, broader EMEA, North America (via the AltaDX Group alliance), and Australasia.

Name

LEISURELABS LIMITED

Legal name

LeisureLabs Limited

Website

https://www.leisurelabs.co.uk/

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

LeisureLabs is a London-based digital agency founded in 2022 that builds custom software, mobile apps, gamification features, and AI-enabled digital experiences exclusively for fitness and wellness operators and technology vendors across the UK, EMEA, North America, and Australasia.

Ownership category

akta.pro rank

Product category

Custom Software Development & Digital Transformation Services

NAICS

Arts, Entertainment, and Recreation (71)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Corporate/Workplace Wellness Coaching (HSADAGAL)

akta.pro secondary industry

Wellness Program Design & Accountability Coaching (HSADAGAC)

Keywords

• Fitness software development
• Digital transformation services
• Platform customization
• Wellness technology solutions
• Mobile app development

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services - Digital Transformation Consulting: Digital strategy, technology selection, platform migration programme management, and business process consulting for fitness operators undertaking digital transformation
2. Custom Software Development: Product development, MVP development, mobile app development, web application development, and platform customization for fitness and wellness brands
3. Ongoing Engineering Support: Retained engineering resources and ongoing development services for existing clients including MetaGym, EGYM, and Endurance Zone

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

LeisureLabs is a full-service digital agency that designs, builds and customises digital products exclusively for the fitness and wellness industry. Its core offerings are three professional service lines—Digital Transformation consulting, end-to-end Product Development, and Platform Customisation/migration—delivered through custom mobile apps, web applications, AI-enabled chatbots, gamification features, rewards platforms and programme management for complex tech rollouts. The work is typically project-based and delivered for enterprise fitness operators and fitness technology vendors.

Product overview

LeisureLabs is a full-service digital agency providing digital transformation, product development, and platform customisation services exclusively for the fitness and wellness industry. Their core services encompass strategic consulting with data strategy and AI-powered insights, end-to-end product development from ideation through scaling, and platform migration and integration services. The company delivers a portfolio of client-specific products including the VertiCoach App (computer vision-powered athletic tracking), HireBOB.Ai (GPT-based AI chatbot), Fitness Day Rewards App (wearable-integrated activity tracking), MetaGym (web3.0 exercise-to-earn blockchain application), and gamification features including badges, leaderboards, and streaks-based mechanics. Additional offerings include custom mobile app development using Flutter and native platforms, QR code access control systems, and the Endurance Zone white label rewards platform. The company leverages partnerships with EGYM, PerfectGym, and ASENSEI technologies while building on platforms including ReactJS, Python/Django, Azure, and AWS.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Transformation Strategic consulting and implementation service helping fitness and wellness brands future-proof their business through data strategy, AI-powered insights, business process automation, and programme management for complex technology projects.
• Product Development End-to-end custom product development from ideation and UX design through MVP development, testing, and refinement/scaling for fitness and wellness digital products.
• Platform Customisation Platform selection, migration, and customisation services that ensure seamless transitions and tailored fit, including third-party integrations and enhancement of existing technology ecosystems for fitness operators.

Quantifiable outcome

• Delivered tech migration across 70 énergie Fitness clubs without significant operational disruptions
• +4 more outcomes

Named customers17 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability10 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• AltaDX GroupcoreStrategic or Co-development Partner · 19 May 2026Strategic global alliance to define the future of fitness and wellness technology services, combining AltaDX's North American consultancy expertise with LeisureLabs' EMEA technology specialization.
• ALTA Technology GroupcoreStrategic or Co-development Partner · 24 February 2025Partnership to launch The Fitness Technology Summit in Europe, bringing together fitness technology industry stakeholders.
• FitnessKPIminorGTM or Marketing Partner · 1 May 2024Strategic agreement where LeisureLabs will develop and supply FitnessKPI Business Intelligence tool to UK fitness clubs. LeisureLabs serves as FitnessKPI Ambassador in UK market.
• Mariana TekcoreStrategic or Co-development Partner · 1 November 2023Global preferred partnership agreement enabling Mariana Tek customers to benefit from LeisureLabs expertise in UX design, custom software development and data engineering for unique web and mobile experiences.
• BrawnminorGTM or Marketing Partner · 1 September 2023Official Innovation Zone partner for 2023 Brawn Games at Ministry of Sound, presenting startup pitching event.
• Xplor TechnologiescoreStrategic or Co-development Partner · 10 April 2023Expanded strategic partnership across Xplor brands including Mariana Tek, Xplor Gym, and Legend by Xplor. Originally focused on Mariana Tek boutique fitness brand, extended to all Xplor fitness and wellbeing brands globally.
• ukactiveminorStrategic or Co-development Partner · 30 March 2023Collaboration on Successful Digital Partnering report as part of ukactive Digital Futures series. LeisureLabs provides free initial discovery sessions for leisure operators as part of this initiative.
• Endurance ZonecoreTechnology or Integration · 28 February 2023Exclusive platform development partnership where LeisureLabs provides ongoing technology development for Endurance Zone's white-label rewards platform. LeisureLabs expanded Endurance Zone's engineering capacity and rebuilt platform to support 500x traffic increase.
• EGYMcoreStrategic or Co-development Partner · 3 January 2023Strategic partnership allowing EGYM's enterprise clients to leverage LeisureLabs expertise in UX design, custom software development and data engineering to create unique functionality within the EGYM Branded Member App. LeisureLabs is EGYM's first announced Preferred Partner under their new program.

Scale indicators15 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Mindbody: Large incumbent fitness, beauty, and wellness SaaS platform. While it sells its own software rather than acting as a development partner, it competes for the same digital transformation budget that LeisureLabs targets and shapes the platform ecosystem LeisureLabs customizes on top of.
• PerfectGym: Mid-market fitness club management software vendor. A direct channel partner of LeisureLabs (énergie migration ran on PerfectGym), it also represents the kind of platform that LeisureLabs customizes and integrates with, making it both a partner and a potential adjacent competitor.
• Xplor Technologies: Global SaaS platform spanning Mariana Tek, Xplor Gym, and other fitness/wellness brands. As a strategic partner and preferred-development relationship with LeisureLabs, Xplor is the closest 'platform incumbent' that LeisureLabs delivers custom experiences on top of, and could choose to bring development in-house.
• Daxko (ClubReady): Large fitness and youth-engagement software platform with member management, billing, and mobile apps. Competes for the same digital transformation dollars as LeisureLabs and operates its own development organization, representing a scaled incumbent alternative to LeisureLabs' bespoke approach.
• Endava: Large global technology services firm with a digital products and platforms practice. Represents a scaled, well-capitalised alternative that can compete for the same enterprise digital transformation RFPs in fitness and adjacent verticals on price and bench strength.

Emerging players

• Glofox: Boutique fitness studio management and member engagement platform. Comparable in serving fitness operators with digital member experiences, though as a product company rather than services partner, and a potential channel partner or competitor for LeisureLabs' studio-segment deals.
• Mariana Tek: Boutique fitness platform brand within Xplor, with a global preferred partnership with LeisureLabs. Comparable as a customer/partner archetype and as a productized alternative for boutique studios that LeisureLabs might otherwise build bespoke solutions for.
• ASENSEI: Movement-recognition and computer-vision technology provider for connected fitness. Both a technology partner of LeisureLabs (used in VertiCoach) and an emerging player in the same AI-powered fitness experience space, with potential for both collaboration and overlap.
• Hubfit: Fitness-specific digital product and software development agency serving gyms, studios, and wellness brands with mobile apps, member platforms, and integrations. Smaller and more boutique than LeisureLabs, but operating in the same vertical with a similar build-for-fitness positioning.

Direct peers

• SweatWorks: US-based digital agency specializing in fitness and wellness technology, with a near-identical service offering (digital strategy, mobile apps, platform customization) and overlapping senior talent (Alex Peacock was CCO here). This is the most direct comparable for LeisureLabs in terms of model and vertical.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/leisurelabs

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 LEISURELABS LIMITED