The Yard Gym Pty Ltd

What The Yard Gym Pty Ltd does

The Yard Gym Pty Ltd (operating as The Yard Gym / TYG, legally The Yard Ventures Pty Ltd, domiciled in New South Wales, Australia) is a boutique strength and conditioning gym franchise founded in 2020 by husband-and-wife duo Dan and Tiarne Bova in the Sutherland Shire, Sydney. The company operates a dual-zone training concept that runs a strength side (RIG) and a conditioning side (TURF) simultaneously within each location, supported by an 8-week progressive training block structured into Base, Gain, Perform, and Align phases and a set of proprietary training principles referred to as the TYG Laws of Training. Programs extend into hybrid workouts (PAY DAY, GAME DAY), RUN CLUB, RECOVER, and Mat Pilates (the ++ program), positioned for members of all ages and fitness levels.

The underlying technology stack is standard third-party SaaS: MINDBODY for member profiles, class bookings, attendance, and administrative functions; Shopify for apparel and merchandise e-commerce; and a proprietary mobile app for member engagement. The franchise model is the primary GTM and growth mechanism, supplemented by event-driven franchise recruitment through VIP Experience events held at Nike HQ in Melbourne and Portland. The brand holds a Global Nike Training Partnership, has launched a Team Yard x Nike collaborative apparel line tied to a 2025 World Tour, and supports franchisees with branded equipment procurement through a dedicated ordering portal.

Revenue is generated from four streams: (1) recurring gym membership subscriptions at the unit level (royalties flowing back to corporate), (2) one-time franchise acquisition fees and ongoing royalties, (3) branded apparel and merchandise sales (including the Nike collaboration) via the Shopify storefront, and (4) B2B equipment sales to franchisees. Franchise capital requirements range from under $150K to $300K+, with financing via investors, bank loans, or self-funding. Membership pricing is not publicly disclosed and is provided on enquiry. The company has no disclosed external funding rounds, operates as a privately held entity under founder control, and serves consumer fitness members alongside franchisee SMB customers across Australia, the USA, New Zealand, and Mexico.

Name

The Yard Gym Pty Ltd

Legal name

The Yard Ventures Pty Ltd

Website

https://theyardgym.com.au

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

The Yard Gym is an Australian-founded boutique strength and conditioning gym franchise operating 100+ locations across Australia, USA, New Zealand, and Mexico, using a dual-zone RIG/TURF training system, serving individual fitness members and franchisee entrepreneurs under the Global Nike Training Partnership.

Ownership category

akta.pro rank

Product category

Boutique Fitness Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Sports-Specific Group Conditioning (HSADABAK)

akta.pro secondary industries

Specialty Membership Clubs (Category-Focused) (CRAEADAI), Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB)

Keywords

• Boutique strength training
• Group conditioning classes
• Gym franchise network
• Fitness apparel merchandise
• Functional fitness programs

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Membership Subscriptions: Monthly/annual membership fees from members attending local gym locations. Membership tiers include access to RIG, TURF, and supporting programs.
2. Franchise Fees and Licensing: One-time franchise acquisition fees and ongoing royalties from franchise operators. Franchisees pay to join the network and receive access to brand, programs, equipment, and operational support.
3. Apparel and Merchandise Sales: Sale of branded activewear and merchandise including Team Yard x Nike collab products and general TYG apparel through e-commerce.
4. Equipment Sales to Franchisees: Sale of gym equipment packages to franchise locations. Enquiry-based sales process for TYG branded equipment.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

The Yard Gym operates boutique group strength and conditioning gyms built around a dual-zone RIG (strength) and TURF (conditioning) training concept, delivered through a global franchise network. Beyond gym memberships, the company sells branded apparel and merchandise (including a Team Yard x Nike collaboration), licenses its brand and operating system to franchisees, and sells TYG-branded gym equipment packages to franchise locations.

Product overview

The Yard Gym is a single unified boutique fitness brand offering group strength and conditioning training through its core RIG (strength) and TURF (conditioning) programs, supplemented by hybrid sessions (PAY DAY, GAME DAY), RUN CLUB, RECOVER, Mat Pilates, and an 8-week progressive training block with four phases. The brand extends beyond training to include apparel (Team Yard x Nike), equipment sales for franchisees, and a franchise program enabling others to open The Yard Gym locations globally.

Differentiator

Problem solved

Functional benefit

Products and services

• The Yard Gym Membership Recurring boutique group strength and conditioning gym membership granting access to dual-zone RIG (strength) and TURF (conditioning) sessions plus supporting programs (PAY DAY, GAME DAY, RUN CLUB, RECOVER, ++), targeted at fitness enthusiasts of all ages and levels across franchise locations in Australia, USA, New Zealand, and Mexico.

Quantifiable outcome

• Ever-evolving weekly programming keeps members challenged and engaged

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• Nike TrainingflagshipStrategic or Co-development PartnerNike Training is The Yard Gym's Global Training Partner. The partnership focuses on co-creating training experiences, activations, and community moments designed to inspire more people to train with purpose and consistency. The partnership sets new standards for training excellence and includes VIP events hosted at Nike HQ locations (Melbourne, Portland).
• MINDBODYcoreTechnology or IntegrationThird-party software platform used for creating member profiles, managing class bookings, scheduling, attendance records, account preferences, and related administrative functions. Integral to gym operations management.
• ShopifycoreTechnology or IntegrationE-commerce platform powering The Yard Gym's online store for selling apparel, merchandise, and products to customers.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• CrossFit (CrossFit, LLC): Founder-led global strength & conditioning brand with affiliate-based distribution; analogous brand-driven community model and athletic-conditioning positioning to TYG.
• Xponential Fitness: Public franchisor of boutique fitness brands (Club Pilates, CycleBar, StretchLab, Rumble, AKT); portfolio approach provides a useful comp for TYG's multi-revenue franchise model and public-market valuation benchmarks.
• Orangetheory Fitness: Globally scaled group fitness franchise with strength + conditioning programming under a heart-rate-based system; broader footprint and brand recognition but similar consumer proposition.

Direct peers

• F45 Training: Largest global franchise boutique functional training brand; competes head-to-head with TYG in the group strength/conditioning franchise segment with similar territory-based franchise economics.
• Body Fit Training (BFT): Australian-origin franchise group training brand with overlapping strength + conditioning programming and similar franchise capital requirements; direct regional competitor in Australia and expanding internationally.
• Barry's Bootcamp: Iconic boutique fitness franchise known for premium strength + conditioning studio experience; comparable membership pricing model and target demographic to TYG's boutique strength/conditioning positioning.
• 9Round Fitness: Franchised kickboxing/strength circuit concept with global footprint and similar $150K–$300K franchisee capital band; comparable SMB-targeted franchise GTM motion.

Emerging players

• 1Rebel: Premium boutique fitness brand with strength + conditioning studio formats; comparable aesthetic-led brand and boutique member experience, though operates company-owned rather than franchise.
• Rumble Boxing: Boutique strength + conditioning franchise concept with strong branding and apparel collaborations; comparable premium positioning and member demographic to TYG.

Others

• Strength + Conditioning franchise aggregators (e.g., Franchise Fitness Holdings): Multi-brand fitness franchise operators and consolidators that acquire regional boutique fitness networks; relevant as potential acquirers or strategic counterparts for TYG given its franchise scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/@theyard_gym
• Facebookfacebook.com/theyardgymau
• LinkedInlinkedin.com/company/the-yard-gym-hq
• Instagraminstagram.com/theyard_gym

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 The Yard Gym Pty Ltd