PRINCETON CLUB NEW BERLIN LLC

What PRINCETON CLUB NEW BERLIN LLC does

Princeton Club New Berlin LLC operates a 24-hour, multi-million dollar health club facility at 14999 W. Beloit Rd in New Berlin, Wisconsin, as part of a 9-location Princeton Club network spanning the Madison and Milwaukee metros. The company delivers a comprehensive fitness and wellness platform anchored by a cardiovascular training center, an award-winning aquatics center (4-lane lap pool, current channel, activity pool with waterslides, whirlpool, outdoor pool), tennis and pickleball courts, basketball courts, an indoor running/walking track, a recovery room, and over 100 weekly group exercise classes including Les Mills programming.

The business monetizes through tiered recurring memberships (individual $75-$87/month, family $125-$147/month, with 12-month and 24-month guaranteed-rate contracts), plus a diversified ancillary revenue stack including personal training, swim lessons, tennis and pickleball lessons, massage therapy, Recovery Room add-ons ($49.99-$89.99/month), nutrition coaching with an on-site registered dietitian, the Transformation Challenge (12-week weight-loss contest running since 2007), free Kids Club childcare for members, summer camp, birthday parties, scout badge programs, and on-site food and beverage (Subway franchise, smoothie bar, outdoor bar and grille). Co-location with Epic MedSpa, Orthopaedic Hospital of Wisconsin physical therapy, and Durski Chiropractic extends the facility into clinical wellness.

The technology stack consists of a Club Automation/Daxko member management platform and branded iOS and Android mobile apps with location-based check-in and class registration. The go-to-market is direct-to-consumer, leveraging the website's online join funnel, free day passes, a refer-a-friend program, organic social media (Facebook, Instagram, YouTube, LinkedIn), Google AdSense, and prominent customer testimonials. The company is privately held, family and locally owned, with no disclosed institutional investment.

Name

PRINCETON CLUB NEW BERLIN LLC

Legal name

Princeton Club New Berlin LLC

Website

https://princetonclubnewberlin.com

Company type

Private

Operating status

Operating

Short description

Princeton Club New Berlin LLC is a privately held, family-owned 24-hour health club in New Berlin, Wisconsin, part of a 9-location network across the Madison and Milwaukee metros. It sells tiered individual and family memberships bundled with aquatics, tennis, pickleball, group classes, personal training, free childcare, and recovery services.

Ownership category

akta.pro rank

Product category

Health Club Services

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

Sports-Specific Group Conditioning (HSADABAK), Sports Medicine, Athletic Training & Rehabilitation Services (EDALAIAH), Club Sports Programs (EDALAIAB)

Keywords

• Health club memberships
• Group fitness classes
• Personal training services
• Aquatics and swim lessons
• Racquet sports programs

Headquarters

HQ city

New Berlin

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Recurring monthly and annual membership fees from individual and family memberships. This represents the primary revenue stream. Individual memberships range from $75-87/month or $1044-1800 annually. Family memberships range from $125-147/month or $1764-3000 annually.
2. Personal Training Services: Additional fee-based personal training sessions offered to members and non-members. New members receive 2 complimentary sessions as part of onboarding. Trainers categorized as Master, Senior, and Professional based on experience and credentials.
3. Recovery Room Add-On: $49.99/month membership add-on for daily access to hydromassage, cryolounge, massage chair, compression therapy, and Theragun. $89.99/month Recovery+ tier includes 12 RedZone sauna sessions per month.
4. Massage Therapy Sessions: Individual massage therapy sessions with Licensed Massage Therapist. 30-minute sessions at $45 (member) / $60 (non-member); 60-minute sessions at $65 (member) / $80 (non-member); 75-minute sessions at $80 (member) / $95 (non-member).
5. Tennis Lessons and Programs: Group and private tennis lessons for adults and youth, ranging from beginner to advanced levels. Pricing varies by instructor level (RSPA Pros vs Master/Elite Pros) and session length. Also includes Cardio Tennis, league participation fees, and court reservations.
6. Swim Lessons: Swimming lessons for ages 6 months through adult, including Parent & Child programs, Preschool programs, and Level 1-5 progression. Private and semi-private lessons also available. Member and non-member pricing varies.
7. Birthday Parties and Events: Birthday party rentals for indoor pool, kids gym, or combination packages. Food packages (Pizza at $9/person, Subway catering) and add-ons like balloon garlands available. Pool rental $150, Kids Gym rental $50.
8. Food and Beverage: On-site Subway restaurant, Smoothie Bar with non-GMO smoothies, and seasonal Outdoor Bar & Grille. Food services provide additional revenue while supporting member convenience.
9. Nutrition Coaching: Personal nutrition coaching sessions with on-staff Registered Dietitian Kelly Drew. Services include individualized plans, menu development, and coaching on sustainable food and lifestyle changes.
10. Youth Programs and Summer Camp: Summer camp for kids ages 5-12 (state licensed full-day/week). Youth basketball training, boot camps, and scout activities. Non-members welcome for additional fees.
11. Transformation Challenge: 12-week weight-loss contest (formerly The Biggest Loser) running since 2007. Offers Solo Challenger, Team Challenger, and Elite Coaching options. Early bird registration $239, with team training classes around $20/class.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Princeton Club New Berlin operates a 24-hour, multi-million dollar health club facility offering cardiovascular and strength training equipment, 100+ weekly group exercise classes, an indoor and outdoor aquatic center, indoor and outdoor tennis and pickleball courts, basketball courts, and a running/walking track. The club sells individual and family memberships (12- and 24-month subscriptions) and supplements them with fee-based personal training, massage therapy, swim and tennis lessons, group training, Recovery Room add-on, free Kids Club childcare, summer camp, birthday parties, food and beverage (Subway, Smoothie Bar, Outdoor Bar & Grille), nutrition coaching, and the Transformation Challenge 12-week weight-loss contest.

Product overview

Princeton Club New Berlin is a premier multi-million dollar fitness facility offering a comprehensive suite of wellness services centered around its 24-hour athletic club operations. The company's core offering is its multi-use fitness facility (Cardiovascular Training Center) complemented by integrated service pillars including Personal Training, Group Training (with over 100 group exercise classes), Aquatics Center (lap pool, current channel, waterslides, outdoor pool), Tennis Center, Pickleball, and comprehensive Kids & Youth programming. Additional revenue streams include Food & Beverage operations (Smoothie Bar, Subway, Outdoor Bar & Grille), Recovery Room with massage therapy, Nutrition Coaching with registered dietitian, and the Transformation Challenge (12-week fitness contest). The facility also offers ancillary services such as free Kids Club childcare, birthday party rentals, and summer camp programs. The Princeton Club positions itself as a family-oriented, locally-owned health club with a 'For A Better Tomorrow' philosophy, targeting Wisconsin residents seeking comprehensive fitness and wellness services.

Differentiator

Problem solved

Functional benefit

Brands

• Transformation Challenge: A 12-week weight-loss contest program formerly known as The Biggest Loser, designed to help members lose weight, gain muscle, and learn healthy habits.
• Kids Club
• Aquatics Center

Products and services

• Club Membership (Individual and Family) Recurring subscription memberships providing 24-hour access to the Princeton Club New Berlin facility for adults (Individual, $75-$87/month or $1,044-$1,800/term) and households (Family, $125-$147/month or $1,764-$3,000/term). Includes all club amenities, free childcare for kids under 12, 100+ group classes, pools, tennis and pickleball access. Sold direct-to-consumer via website join flow, mobile app and front desk; 24-month terms offer guaranteed rate renewal.
• Cardiovascular Training Center State-of-the-art fitness floor featuring treadmills, ellipticals, AMTs, bikes, rowers, Nu Steps with personal viewing TVs, a free weight area, a circuit equipment area, and a suspended indoor running/walking track (12.5 laps per mile), plus two full-size basketball courts with 12 hoops. Available to all members and included with membership.
• Personal Training One-on-one and small group training with certified personal trainers offering customized workout programs for weight loss, athletic training, rehabilitation, and sports-specific training. Sold as single sessions or 6/12-session packages; new members receive 2 complimentary sessions (valued at $150). Trainers are categorized as Master, Senior and Professional based on credentials.
• Group Exercise Classes (100+ weekly) Over 100 weekly group fitness classes including Les Mills BodyPump, BodyCombat, RPM, BODYBALANCE, Zumba, yoga, Pilates, cycling, kickboxing, water classes and virtual options. Included with every membership and registered through the Club Automation member portal and mobile app.
• Group Training (Small Group Trainer-Led) Small group trainer-led fitness classes including HYROX conditioning, TRX suspension training, HIIT, strength training, and specialized programs like PC L.I.F.T. Club and Iron Interval. Sold per session or per multi-week block with optional auto-enroll discount.
• Aquatics Center Year-round aquatic facility featuring a 4-lane lap pool, current channel, activity pool with waterslides, whirlpool, and outdoor pool with lap lanes, social area and splash pad. Included for all members; available for birthday party rentals.
• Swim Lessons Red Cross swimming instruction for ages 6 months through adult, including Parent & Child programs (ages 6mo-3yr), Preschool Level 1-3 (ages 3-6), Level 1-5 (1st grade+), Swim Team Transition, and private/semi-private 6-lesson packages. Aquatics Coaching/Personal Training sold in 30-min and 1-hour sessions and 6/12-session packages. Differentiated member vs. non-member pricing.
• Tennis Center (Adult and Youth Lessons, Leagues, Court Use) Indoor and outdoor tennis facility with 6 courts offering USPTA professional lessons (group and private), adult and youth progressive-level instruction, cardio tennis, in-house and state leagues, tournament preparation and social events. Private lessons priced per 30- or 60-minute session by instructor tier (RSPA Pro vs. Master/Elite Pro); session packages (6 or 12 1-hour sessions) available member-only.
• Pickleball Year-round indoor and outdoor pickleball with designated play times and reservations. Indoor court $8/hour (max 2 hours, up to 4 players per court). Outdoor courts free walk-on or $4 to reserve.
• Recovery Room and Massage Therapy Recovery amenities (Hydromassage beds, Cryolounge, Human Touch massage chair, Zero Gravity chairs with compression boots, Theragun Pro Plus, RedZone Sauna) offered as a $49.99/month subscription add-on (Recovery+) at $89.99/month, with minimum 3-month term. Separate massage therapy sessions by Licensed Massage Therapist at 30-, 60- or 75-minute lengths with member vs. non-member pricing; 6-Month Relax Package bundles monthly massage plus hydromassage.
• Nutrition Coaching Personalized nutrition counseling with registered dietitian Kelly Drew covering weight loss, athletic performance, diabetes management, menu development, and family nutrition planning. Sold as individual coaching sessions.
• Transformation Challenge 12-week weight-loss contest (formerly The Biggest Loser) running twice yearly since 2007 with Solo Challenger, Team Challenger and Elite Coaching options. Includes trainer-led team classes and accountability programming. Sold via early-bird and regular registration with optional 3-payment plan.
• Kids Club (Free Childcare) Free supervised childcare service included for all members, caring for children ages 6 weeks to 11 years with structured activities, play areas and computer check-in/out tracking. Differentiates Family memberships from standard gym competitors.
• Summer Camp State-licensed full-day summer camp for children ages 5-12 featuring swimming, fitness activities and age-appropriate programming. Available to members and non-members.
• Youth Classes and Basketball Programming Comprehensive youth fitness programs including basketball training, boot camps, individual coaching, small group training and youth sports-specific conditioning designed for ages 9-14 (and broader youth programming). Open to members and non-members.
• Scout Activities Badge-earning fitness activities for Girl and Boy Scout troops including fitness training, tennis, Zumba, yoga, and swimming with certified instructors. Sold per scout with minimum participant or revenue threshold.
• Birthday Parties Birthday party rental packages at the indoor pool, kids gym or both, with pizza (Package A at $9/person) or Subway catering options, plus optional balloon garland add-ons. Pool rental $150; kids gym rental $50. Minimum 10 guests, maximum 40 guests.
• Food and Beverage (Smoothie Bar, Subway, Outdoor Bar & Grille) On-site food and beverage service including a Smoothie Bar with non-GMO smoothies, an on-site Subway franchise restaurant, and a seasonal Outdoor Bar & Grille. Provides convenience for members and incremental revenue to the club.

Quantifiable outcome

• Transformation Challenge has helped thousands of people lose weight and keep it off since 2007
• +2 more outcomes

Named customers9 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Epic MedSpaminorOthersOn-site tenant providing medical spa services to club members and the public.
• Orthopaedic Hospital of Wisconsin – New Berlin Physical TherapyminorOthersOn-site physical therapy services partnership serving club members and community residents.
• Durski ChiropracticminorOthersOn-site chiropractic services as part of the club's integrated wellness offerings.
• SubwaycoreOthersOn-site Subway franchise restaurant providing fresh, healthy meal options for members. Sandwiches can be delivered to poolside during summer months.
• Apple (App Store)coreTechnology or IntegrationPrinceton Club mobile app distributed through Apple App Store for iOS devices, enabling seamless member experience.
• Google (Google Play)coreTechnology or IntegrationPrinceton Club mobile app distributed through Google Play Store for Android devices, enabling seamless member experience.
• Club Automation (Daxko)coreTechnology or IntegrationMember management software platform powering the member portal, app check-in, class registration, and account management.
• Google AdSenseminorGTM or Marketing PartnerThird-party advertising partnership for website monetization and marketing.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Life Time Group Holdings (Life Time Fitness): Life Time operates large-format, multi-service athletic clubs across the U.S. with pools, group classes, personal training, family programming, and F&B — the closest large-scale analog to Princeton Club's full-service model, though at a national scale rather than regional.
• Equinox: Equinox is a national premium fitness club chain with group classes, personal training, and recovery services; serves as a comparable benchmark for premium positioning and amenity depth although Equinox is not currently operating in Wisconsin.

Direct peers

• Snap Fitness: Snap Fitness operates compact, 24/7 franchised gyms that compete for the same Wisconsin-region fitness membership dollar; similar value-positioning but a much narrower programming footprint compared to Princeton Club's full-service offering.
• Planet Fitness: Planet Fitness competes aggressively on price in Wisconsin and represents the budget gym alternative that anchors Princeton Club's churn risk; positioned at the opposite end of the value spectrum with no aquatics, racquet sports, or family programming.
• Anytime Fitness: Anytime Fitness is a 24/7 membership-based fitness franchise with strong Midwest/Wisconsin presence, offering strength and cardio equipment and personal training — overlaps directly with Princeton Club's 24-hour gym access model but lacks Princeton's family programming and aquatics depth.
• YMCA of Metropolitan Milwaukee / Madison: Local YMCAs offer swimming lessons, youth programming, family memberships, and group fitness in overlapping Wisconsin geographies — direct competition especially in aquatics, swim lessons, and family/youth programming where Princeton Club earns its 'Best of Aquatics' recognition.
• Wisconsin Athletic Club: Wisconsin Athletic Club is a regional multi-location athletic club chain headquartered in Milwaukee with pools, group classes, family programming, and similar amenity breadth — the closest direct head-to-head competitor for Princeton Club in the Milwaukee metro.

Emerging players

• F45 Training: F45 is a boutique functional-training franchise with multiple Wisconsin studios, competing for members seeking a focused group-training experience rather than a full multi-amenity club; overlaps with Princeton Club's group training category.
• OrangeTheory Fitness: OrangeTheory Fitness is a national boutique group-training franchise operating across Wisconsin, drawing members away from traditional clubs for structured HIIT programming; represents a partial-overlap competitor rather than a direct full-service replacement.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@PrincetonClubNB
• Facebookfacebook.com/PrincetonClubNB
• LinkedInlinkedin.com/company/princeton-club-new-berlin-llc
• Instagraminstagram.com/explore/locations/31634921/princeton-club-new-berlin

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 PRINCETON CLUB NEW BERLIN LLC