TheGym MA

What TheGym MA does

The GYM MA, operating under the legal entity Milford Health & Fitness LLC, is a locally owned and operated fitness center founded in 1999 that runs two physical gym locations in Milford and Norton, Massachusetts. The company serves local residents through a horizontal segmentation strategy spanning general fitness consumers, seniors (SilverSneakers), active adults 50+ (Fit Over 50), students, parents with young children (Kids Club), and fitness enthusiasts. Each facility offers more than 24,000 square feet of fitness space, including strength training areas, cardio zones, a turf area, sauna, women's-only section, supplement shop, shake bar, and supervised Kids Club childcare. Brand positioning is community-focused rather than performance-marketing-led, with explicit emphasis on over 25 years of continuous local service in Milford and Norton.

The core product is a three-tier membership structure (Basic from $29.95/month annual, All-Access from $39.95/month annual, Premium from $139/month annual) supplemented by personal training session packages ($99 jumpstart, $150 set-for-success), premium-priced small-group training ($130-$160/month or $22-$27 drop-in), and 30+ instructor-led group fitness classes per location per week covering strength, cardio, cycling, HIIT, Zumba, mind/body, and core. The technology stack is integration-heavy rather than proprietary AI: MyZone for heart-rate tracking (with MZ-1 monitor included in Premium tier), Les Mills Virtual for on-demand class content, Styku for 3D body composition scanning, GroupExPro for class scheduling, and TheMemberspot for member management and billing. A proprietary members-only mobile application provides digital key-tag check-ins, class booking, and billing management. Eleven certified personal trainers operate across the two locations, supported by Les Mills and partner-vetted programming.

The business model is a vertically integrated direct-to-consumer fitness operation: revenue is overwhelmingly recurring, sourced from monthly and annual membership subscriptions at multiple tiered price points, plus add-on revenue from one-on-one training bundles, premium-priced group training, and ancillary transactions at the in-house supplement shop and shake bar. The go-to-market motion combines self-service digital channels (location-specific website landing pages, thememberspot.com member portals, the mobile app) with in-person sales during staffed member-service hours (Mon-Thu 8am-8pm, Fri 8am-5pm, Sat-Sun 8am-2pm), supported by organic social (Facebook, Instagram), email communications, and member referrals. Marketing emphasis is local and community-driven rather than digital-performance-led, with no disclosed venture, growth-equity, or institutional backing.

Name

TheGym MA

Legal name

Milford Health & Fitness LLC

Website

https://thegymma.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

The GYM MA operates two 24/7 fitness centers in Milford and Norton, Massachusetts, serving local residents with tiered memberships (Basic, All-Access, Premium), personal training, small-group training, and 30+ weekly group fitness classes per location, alongside senior, student, and family programming.

Ownership category

akta.pro rank

Product category

Fitness Centers

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYHSADAAAA

General Personal Training (In-Person & Virtual)

Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)

SECONDARYEDALAIAE

Group Fitness, Personal Training & Wellness Coaching

Education/Student Services & Campus Operations/Athletics, Recreation & Fitness

Keywords

• Fitness center memberships
• Personal training services
• Group exercise classes
• Small group training
• 24/7 gym access

Headquarters

HQ city

Milford

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Membership Subscriptions: Recurring monthly and annual membership fees at multiple tier levels (Basic, All-Access, Premium). Memberships provide gym access, group classes, and additional perks based on tier. Students and short-term options available.
2. Personal Training Sessions: One-on-one and small group training sessions offered as add-on packages or included in premium memberships. Session packages available in 3-session bundles.
3. Group Training Program: Small group training sessions led by certified trainers, offered at premium pricing for non-members and discounted rates for existing members.
4. Ancillary Services: Revenue from supplement shop, shake bar, and related fitness products sold on-site.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

TheGym MA operates two physical fitness center locations (Milford and Norton, MA) offering tiered monthly and annual gym memberships (Basic, All-Access, Premium) that grant access to equipment, 30+ weekly instructor-led group fitness classes, and amenities. Revenue is generated from recurring membership subscriptions, add-on personal training and small group training sessions, Kids Club childcare, and on-site ancillary sales including the supplement shop and shake bar.

Product overview

TheGym MA operates two 24/7 fitness club locations (Milford and Norton, MA) offering a tiered membership structure with Basic, All-Access, and Premium tiers, plus student-specific memberships. The product portfolio centers on fitness services including group exercise classes (30+ weekly), personal training, and small group training. Additional offerings include Kids Club childcare, a Supplement Shop, and Shake Bar amenities. Members also receive access to The GYM Members App for class scheduling, check-ins, and billing management. The gym integrates with MyZone for heart rate tracking, Les Mills for virtual classes, and Styku for 3D body scanning.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 30+ weekly group fitness classes offered
• +3 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Scale indicators6 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Gold's Gym: Established national fitness brand with personal training heritage and multiple Massachusetts franchises; comparable to The GYM MA on personal-training-led positioning and group class offerings.
• Planet Fitness: National low-cost fitness club chain operating 24/7 high-volume locations across the U.S., including Massachusetts; competes directly with The GYM MA on budget memberships and accessibility, though without premium personal training tiers.
• Anytime Fitness: Globally franchised 24/7 access fitness club with locations across suburban Massachusetts; most directly comparable to The GYM MA on small-format 24/7 access clubs serving local communities with personal training add-ons.
• Life Time Fitness: Premium national fitness club operator offering 24/7 access, group classes, personal training, family amenities, and recovery services; comparable to The GYM MA's full-service premium tier offering, though at much larger scale.
• Crunch Fitness: National fitness chain with multiple Massachusetts locations offering tiered memberships, group fitness classes, and personal training; comparable to The GYM MA on tiered pricing structure and group class programming.
• Orange Theory Fitness: National boutique fitness franchise with strong Massachusetts presence focused on heart-rate-monitored group training; overlaps with The GYM MA's MyZone-integrated group training and Premium-tier premium positioning.
• F45 Training: Boutique group training franchise with multiple MA studios offering 45-minute functional group workouts; directly comparable to The GYM MA's small-group training product with certified coaches.
• Equinox: Luxury fitness club brand with Boston-area locations offering premium amenities, group classes, and personal training; comparable to The GYM MA's Premium tier from a high-end positioning perspective.

Regional players

• Work Out World: Regional multi-location fitness club operator in Massachusetts and nearby states with 24/7 access, group classes, and personal training; directly comparable to The GYM MA as a competing suburban MA club.
• Boston Sports Clubs: Greater Boston fitness club chain offering group classes, personal training, and amenities; comparable to The GYM MA on tiered memberships and suburban community positioning within the broader MA market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/thegym-ma

Revenue estimate

Valuation estimate

Number of profiles

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 TheGym MA