MontanaFit

What MontanaFit does

MontanaFit is a privately held, single-location strength and conditioning gym operating at 1200 Shakespeare St, Missoula, MT 59802, serving local residents under a CrossFit affiliation. The business offers four coaching-led programs: Group Strength Classes, 1-On-1 Personal Training, Small Group Personal Training (up to six participants), and Youth Sports Training (an 8-week structured program priced at $199 per payment with two payments required). Its primary customer segment is busy adults and working professionals in the Missoula market who need accountability and individualized programming, with a secondary segment of middle and high school athletes.

The company runs a sales-led, direct-to-consumer model combining a free 10–15 minute discovery call with an in-person consultation to onboard new members. Membership pricing is intentionally kept private and distributed via SMS on request, a friction-and-conversion technique rather than a transparency-first approach. Youth Sports Training operates on a separate, explicitly priced pay-as-you-go cadence aligned to school schedules. The operational stack is lightweight: PushPress for scheduling and registration, Smartwaiver for liability waivers, and standard communication channels (SMS, Facebook, email) for engagement and referrals. No proprietary software, mobile app, or technology platform is disclosed; the core deliverable is in-person coaching labor, not software.

MontanaFit is founder-owned and bootstrapped, with no disclosed investors, funding rounds, subsidiaries, or M&A activity. The team comprises seven members: an Owner (Ian Marshall), a GM/Coach (Megan Dodds), and five additional coaches. The business emphasizes community, individualized programming, and a professional full-time coaching staff as its positioning versus generic gyms or quick-fix fitness products. Geographic reach is constrained to Missoula, MT; there is no evidence of multi-location operations, franchising, or remote service delivery.

Name

MontanaFit

Website

https://montanafit.co

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

MontanaFit is a privately held, CrossFit-affiliated strength and conditioning gym in Missoula, Montana, offering group classes, personal training, small group training, and youth sports training to local busy adults and young athletes.

Ownership category

akta.pro rank

Product category

Fitness Coaching Services

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Functional Fitness / Cross-Training Groups (HSADABAH)

akta.pro secondary industry

Small-Group Personal Training (Semi-Private) (HSADAAAN)

Keywords

• Strength and conditioning
• Personal training
• Group fitness classes
• Youth sports training
• Functional fitness coaching

Headquarters

HQ city

Missoula

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Gym Memberships: MontanaFit generates revenue primarily through recurring gym memberships. The company offers multiple program types including Group Strength Classes, 1-On-1 Personal Training, Small Group Personal Training, and Youth Sports Training. Membership pricing is sent via text upon request.
2. Youth Sports Training Program: Youth Sports Training is offered in 8-week structured sessions at $199 per payment, with 2 payments required (total $398). This provides predictable per-session revenue aligned with school schedules.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

MontanaFit is a CrossFit-affiliated strength and conditioning gym in Missoula, MT that sells in-person coaching programs: Group Strength Classes, 1-On-1 Personal Training, Small Group Personal Training (up to 6 persons), and Youth Sports Training for middle and high school athletes. Programs are delivered by a full-time professional coaching team at the company's physical facility, with individualized programming for every member and pricing provided via text on request.

Product overview

MontanaFit is a strength and conditioning gym offering a unified suite of four coaching-driven fitness programs: Group Strength Classes for efficient functional training, 1-On-1 Personal Training for fully individualized attention, Small Group Personal Training (up to 6 persons) combining personalized programming with group motivation, and Youth Sports Training for middle and high school athletes. All programs emphasize expert coaching, customized progression, and sustainable fitness outcomes rather than quick fixes.

Differentiator

Problem solved

Functional benefit

Products and services

• Group Strength Classes Coach-led recurring group strength and conditioning sessions at the MontanaFit Missoula gym, focused on functional strength, endurance, and long-term progress through efficient workouts for busy adults.
• 1-On-1 Personal Training Fully customized one-on-one training program delivered in person at the Missoula facility, tailored to the member's goals, fitness level, injury history, and lifestyle with dedicated coach attention and personalized progression.
• Small Group Personal Training (Up to 6 Persons) Personalized coaching in a small group of up to 6 participants at the Missoula facility, where each individual follows a customized program while benefiting from group motivation and accountability.
• Youth Sports Training Strength and conditioning program for middle and high school athletes delivered in 8-week structured sessions at the Missoula facility, focused on speed, agility, athletic performance, and reduced injury risk through proper training techniques.

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

One partnership is on record.

• CrossFitminorStrategic or Co-development PartnerMontanaFit is a CrossFit-affiliated gym displaying CrossFit and CrossFit Kids badges on their website. This affiliation indicates they follow CrossFit training methodology and may have access to CrossFit programming resources, certifications, and brand recognition within the functional fitness community.

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Planet Fitness: Largest low-cost gym franchise in the US, competing for entry-level fitness members in the same Missoula-area market. Comparable as a competing fitness membership option targeting busy adults, though with a fundamentally different low-touch, no-coaching model.
• Barry's Bootcamp: Premium boutique fitness brand offering coach-led strength and conditioning group classes with a focus on personalized attention in small group settings. Comparable to MontanaFit's boutique, coach-driven, community-centric adult programming model.
• F45 Training: Global franchise offering 45-minute functional group training classes with coach-led, programmed workouts. Comparable to MontanaFit's Group Strength Classes and Small Group Personal Training as a similarly positioned boutique functional-fitness brand.
• Life Time Fitness: Premium multi-service fitness brand offering group training, personal training, and youth programming across large-format facilities. Comparable to MontanaFit on service breadth (group training + personal training + youth sports), though operating at vastly larger scale.
• SoulCycle: Premium boutique fitness brand built on instructor-led group classes and community-driven member loyalty. Comparable to MontanaFit on the community-led boutique fitness positioning and reliance on coach-driven class formats.
• CrossFit: The global CrossFit brand and affiliate program under which MontanaFit operates (displayed CrossFit and CrossFit Kids badges). Directly comparable because MontanaFit delivers CrossFit-methodology functional fitness group classes and youth programming within this affiliate network.
• TITLE Boxing Club: Franchise of specialty fitness studios offering coach-led group classes in a single discipline with strong community engagement. Comparable to MontanaFit as another specialty, coach-led, community-driven boutique fitness franchise model.
• Burn Boot Camp: National franchise providing coach-led group functional training camps with a strong community-focus and family-inclusive programming. Comparable to MontanaFit's community-led, coach-driven group training format with adjacent youth/family programming extensions.
• Gold's Gym: Established global gym franchise offering group classes, personal training, and youth programming. Comparable to MontanaFit across the same multi-format product portfolio (group strength, PT, youth) at franchise scale.
• Orangetheory Fitness: Large franchise offering coach-led, group-based strength and conditioning workouts in a structured class format. Comparable to MontanaFit's group strength and conditioning programming on a national scale with similar discovery-call/consultation sales motion.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/montanafit.missoula
• LinkedInlinkedin.com/company/montanafit

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 MontanaFit