On Target Fitness

What On Target Fitness does

On Target Fitness is a privately held, veteran-owned small-group personal training studio founded in 2016 by Alec Liberman, a former US Marine Corps Captain with two Afghanistan deployments. The company operates two physical locations in Portsmouth, NH (4 Cutts St Unit 2) and Kingston, NH (53 Church St Unit 17), serving the Seacoast New Hampshire and southern Maine corridor. Its core offering is small-group personal training sessions priced at $35-$49 per session, with most clients attending 2-3 times per week, complemented by personalized nutrition coaching, InBody body composition scanning, and a proprietary Bridge workout app for program delivery and tracking. The company also operates an ancillary e-commerce supplement store (On Target Nutrition at ontargetsupps.com) and distributes a proprietary Win the Day Planner.

The primary customer segment is adults aged 40 and older (average client age approximately 50), with particular emphasis on individuals managing aging-related fitness challenges, prior injuries, or busy professional schedules. The company's go-to-market is direct-to-consumer: prospective clients book a complimentary strategy session at the Portsmouth location that includes a mobility screen and InBody scan, with a 90-day money-back guarantee reducing purchase risk. Marketing is concentrated in local channels, including Google Business Profile (150+ five-star reviews), a content blog (71+ posts), and organic social media on Facebook and Instagram.

On Target Fitness is bootstrapped with no disclosed outside funding and no institutional or PE ownership. The team comprises approximately 10-12 people across founder/owner Alec Liberman, Head Coach and Co-Owner Ryan Yurista, and 9 named coaches plus a gym dog. The company has received regional recognition including the NH SBA Entrepreneur of the Year Award (April 2019) and the Results Fitness Business Owner of the Year Award (November 2018), and has been featured in the New Hampshire Union Leader, Seacoast Online, Business NH Magazine, and the Portsmouth Herald.

Name

On Target Fitness

Legal name

On Target Fitness

Website

https://ontargetfit.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

On Target Fitness is a veteran-owned small-group personal training studio operating two NH locations in Portsmouth and Kingston, serving adults aged 40 and older with personalized strength training, nutrition coaching, InBody scanning, and a proprietary workout app.

Ownership category

akta.pro rank

Product category

Personal Fitness Training

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162), Diet and Weight Reducing Centers (812191)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Strength & Conditioning Personal Training (HSADAAAB), Functional Fitness / Cross-Training Groups (HSADABAH), Weight Loss & Body Transformation Training (HSADAAAC)

Keywords

• Small group personal training
• Nutrition coaching services
• Strength training programs
• Adult fitness coaching
• Personal fitness training

Headquarters

HQ city

Portsmouth

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, Others

Revenue model

1. Small Group Personal Training: Small group personal training sessions at $35-49 per session depending on membership frequency. Most clients attend 2-3 sessions per week.
2. Nutrition Coaching: Personalized nutrition coaching services including meal plans, ongoing support, and nutritional guidance.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

On Target Fitness delivers personalized small group personal training sessions with custom-written workout programs at two physical studios in Portsmouth and Kingston, NH, priced at $35-49 per session. The studio complements training with individualized nutrition coaching, InBody body composition scanning assessments, and the proprietary Bridge workout tracking app, primarily serving adults over 40 in the Seacoast NH and southern Maine markets.

Product overview

On Target Fitness is a fitness studio offering two primary services: Small Group Personal Training and Nutrition Coaching. The company provides personalized, custom-written workout programs delivered in small group settings (approximately half the cost of traditional 1-on-1 training), complemented by individualized nutrition coaching. Additional offerings include InBody body composition scanning, an online supplement store (On Target Nutrition), and proprietary planning tools. The company operates two locations in Portsmouth and Kingston, NH, and serves adults 40+ seeking personalized training and lasting results.

Differentiator

Problem solved

Functional benefit

Products and services

• Small Group Personal Training Personalized fitness program delivering custom-written workout programs tailored to each member's goals, fitness level, and injury history in small group sessions at approximately half the cost of traditional 1-on-1 personal training. Sessions are supervised by certified coaches and designed for adult clients, including those over 40, at $35-49 per session.
• Nutrition Coaching Personalized nutrition coaching service providing customized meal plans, ongoing coaching support, educational resources, and accountability to help clients develop sustainable healthy eating habits without fad diets, vegan/keto/carnivore gimmicks, or quick fixes.
• On Target Nutrition Online retail storefront selling high-quality nutrition supplements including protein powder, multivitamins, fish oil, vitamin D, and probiotics to support On Target Fitness client fitness and nutrition goals.
• Win the Day Planner Proprietary daily planner created by the gym to help clients organize and optimize their day, reduce stress, and improve accountability as part of their fitness and lifestyle routine.

Quantifiable outcome

• Members report weight loss of 17-20+ pounds within weeks to months of joining
• +2 more outcomes

Named customers4 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

Feature2 records

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Results Fitness: California-based small-group personal training studio that originated the industry awards Alec Liberman won. Operates the same semi-private training model with custom-written programs in a small-group format, targeting adults seeking coached strength and conditioning — directly comparable format and customer profile.
• Fitness Together: National franchise of private1-on-1 personal training studios serving adults seeking customized strength and conditioning programming. Closest comparable in service model, customer demographic (adults 35–65), and subscription-based recurring revenue, though operating in a 1-on-1 rather than small-group format.

Emerging players

• F45 Training: Global functional group fitness franchise combining strength and HIIT in 45-minute coached sessions. Comparable in small-group coached format and recurring membership model, though F45 emphasizes standardized circuit programming rather than custom-written individual programs like On Target.
• TITLE Boxing Club: National group fitness franchise specializing in boxing-based strength and conditioning classes for adults. Comparable in coached small-group format, recurring membership model, and adult demographic focus.
• Fit Body Boot Camp: Group personal training franchise delivering30-minute coached boot-camp-style sessions with nutrition coaching. Comparable in combining small-group strength training with bundled nutrition guidance for adult clients.
• The Camp Transformation Center: Group fitness franchise focused on weight-loss and body-transformation programming for adults, combining coached training with nutrition support. Closely comparable target outcome (weight management for adults) and bundled service model.
• 9Round Fitness: National 30-minute kickboxing circuit franchise with small-group coached format and recurring membership model. Comparable in group-format coached programming for busy professionals and time-constrained adults.

Broad incumbents

• Orangetheory Fitness: Large national group fitness franchise offering coached HIIT with heart-rate-monitored workouts in a small-group setting. Comparable group-format coaching and subscription model, though broader demographic and standardized rather than customized programming.
• Life Time Fitness: Large national premium fitness operator offering group training, personal training, and nutrition services at scale. Comparable service mix (coached training + nutrition) but operates as a broad incumbent with full-scale facilities rather than a niche small-group studio.
• Gold's Gym: Iconic national fitness chain offering personal training and group coaching across a broad demographic. Overlaps with On Target in personal training and small-group offerings, but competes as a much larger generalist incumbent.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/OnTargetFit
• Instagraminstagram.com/ontargetfit

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 On Target Fitness