What Hale.Now does

Hale.Now Studios GmbH is a Berlin-based operator of boutique health, fitness and wellbeing studios, running nine locations across the city's Ku'damm, Charlottenburg, Prenzlauer Berg, Kreuzberg, Friedrichshain (Floor and dedicated Reformer), and Mitte neighborhoods, with a tenth access point via online live streams. The company offers more than 30 class formats including yoga, mat Pilates, Pilates Reformer, strength (Hale.Gym), barre, meditation, and BodyPump, alongside recovery modalities (Wellsystems infrared/red light cabins, sauna) and metabolic health testing (Uvida breath analysis: Food Analysis at €60 and Activity Analysis at €155). Over 1,300 classes are delivered per week.

The technology stack is intentionally partner-led: EGYM powers the smart strength equipment in Hale.Gym with electronic bracelet access; Wellsystems supplies the red-light cabins; Uvida delivers the breath metabolic analysis with results surfaced through the Uvida app; Fitogram and bsport (com.bsport_2315) provide booking, scheduling, and payments behind a proprietary iOS/Android mobile app and the company's hale-now.com website. No first-party APIs or developer-facing integrations are exposed.

Commercial model is direct-to-consumer with three buying modes: monthly credit-based memberships at four tiers (Basic €69, Plus €99, Pro €129, Max €189; 12-36 credits/month; cancelable after 3 months), annual memberships at €60-180/month (12-month commitment, ~€108 annual savings), and pay-as-you-go credit packages currently promoted at 20% off (code 20NEW.HALE20). Ancillary revenue comes from vouchers, corporate wellness events, and standalone health tests. The company markets through Instagram, LinkedIn, Facebook, TikTok, an email newsletter ("Care Brief"), and earned media in Vogue Germany, Gala, InStyle, Grazia, Strive Magazine and Couch. The legal entity is Hale.Now Studios GmbH (Berlin; VAT ID DE366058039), privately held with no disclosed institutional funding.

Name

Hale.Now

Legal name

Hale.Now Studios GmbH

Website

https://hale-now.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Hale.Now operates nine boutique fitness and wellness studios across Berlin offering 30+ class formats including yoga, Pilates Reformer, strength training, red light therapy, and metabolic health tests. The company serves urban health-conscious consumers via a credit-based membership model with integrated mobile booking.

Ownership category

akta.pro rank

Product category

Boutique Fitness Studios

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industries

Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Yoga & Meditation Experiences (Studio Classes, Guided Meditation, Mindfulness) (THAJAHAA), Holistic & Alternative Therapies (Reiki, Sound Healing, Breathwork, Energy Work) (THAJAHAF), General Personal Training (In-Person & Virtual) (HSADAAAA)

Keywords

• Boutique fitness studios
• Group fitness classes
• Pilates reformer training
• Wellness recovery services
• Health testing services

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Memberships (Hale.Club): Recurring monthly subscription model offering 12-36 credits per month depending on tier (Basic €69, Plus €99, Pro €129, Max €189). Credits are redeemable for any Basic or Premium class across all studios. Includes priority booking up to 6 months in advance, priority on waiting lists, and access to exclusive community events. Cancelable monthly after minimum 3-month commitment.
2. Annual Memberships: Annual commitment memberships with lower monthly rates (€60-180/month depending on credit tier) offering €108 annual savings vs monthly plans. Includes 10% discount on shop products in studios. 12-month contract period with renewal options.
3. Credit Packages: One-time credit package purchases offering maximum flexibility with no subscription or commitment required. Credits can be used across all studios and class types. Currently offering 20% discount promotion (code: 20NEW.HALE20).
4. Health Tests (Uvida Analysis): Standalone health testing services including Food Analysis (resting metabolic rate) at €60 and Activity Analysis (performance analysis under load) at €155. Results delivered via PDF and Uvida app.
5. Vouchers: Gift voucher sales for gifting classes, memberships, or credit packages to others.
6. Corporate Events: Private corporate wellness events and team building sessions booked for business clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Hale.Now operates a chain of 9 boutique holistic fitness and wellbeing studios in Berlin offering group classes (Yoga, Pilates Reformer, strength training, Barre, BodyPump, Meditation), smart gym access (Hale.Gym with EGYM equipment), recovery services (infrared/red light cabins, sauna), and Uvida breath metabolic health tests. Services are sold primarily through monthly and annual credit-based memberships and pay-as-you-go credit packages, bookable via a proprietary iOS/Android app and the Fitogram online platform, with online live streams extending access beyond physical locations.

Product overview

Hale.Now is a progressive, holistic boutique fitness studio chain operating 9 locations across Berlin. The company offers a unified platform combining in-studio classes (Mat Classes, Pilates Reformer, Hale.Gym, Sauna) with wellness services (Red Light Therapy, Health Tests) and digital access (Online/Live Streams). Two complementary purchasing models serve members (credit-based monthly memberships at four tiers) and non-members (pay-as-you-go credit packages). All services are bookable via the Hale.Now mobile app (iOS/Android), the Fitogram booking platform, or on-site, and are accessible across all Berlin studios.

Differentiator

Problem solved

Functional benefit

Products and services

• Mat Classes Group fitness classes on mats including Yoga, Pilates, Benched, and BodyPump formats, available across all Hale.Now Berlin studios for individual adult members and non-members using credits.
• Pilates Reformer Deep muscle training using Pilates reformer equipment, delivered at dedicated Reformer studios (e.g., Friedrichshain Reformer) and in floor studios for members and non-members using credits.
• Hale.Gym (Smart Strength Training) Smart strength training facility equipped with EGYM devices, allowing independent training in Circle or Open mode via electronic bracelet access, with introductory guidance; sessions booked in 1.5-hour slots at participating Berlin studios.
• Infrared Cabins (Red Light Therapy) Recovery sessions in Wellsystems dual-sided infrared/red light cabins providing deep regeneration without heat stress, with 20-30 minute private cabin reservations at Prenzlauer Berg and Ku'damm studios.
• Health Tests (Uvida Breath Metabolic Analysis) Standalone diagnostic health tests using Uvida breath metabolic analysis technology, including HealthBasic (€60 resting metabolic rate) and HealthPro (€155 activity analysis under load with VO2max, anaerobic threshold, FATmax), delivered as a PDF report and via the Uvida app.
• Sauna Traditional sauna experience for recovery and relaxation at the Ku'damm studio, accessed as part of the holistic wellness offering using credits.
• Online Live Stream Classes Remote participation in live-streamed Hale.Now classes via the booking platform, extending studio access to members and non-members outside Berlin.
• Corporate Events Private corporate wellness events and team-building fitness sessions booked by Berlin-based businesses for their employees at Hale.Now studios.

Quantifiable outcome

• 1,300+ classes offered per week across 9 studios
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• EGYMcoreTechnology or IntegrationEGYM smart strength equipment integrated into Hale.Gym locations (Prenzlauer Berg, Ku'damm). Members can train independently using EGYM devices in Circle or Open mode. Introduction provided on-site. Electronic bracelet access system required for gym sessions.
• UvidacoreTechnology or IntegrationUvida breath metabolic analysis technology used for Health Tests at Prenzlauer Berg and Ku'damm studios. Provides scientific health testing including resting metabolic rate analysis (HealthBasic) and activity performance analysis (HealthPro). Results accessible via Uvida app.
• WellsystemscoreTechnology or IntegrationWellsystems red light therapy cabins installed at Prenzlauer Berg and Ku'damm studios. Dual-sided infrared irradiation beds providing deep regeneration without heat stress. Private 20-30 minute cabin sessions available.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SoulCycle: Premium boutique fitness brand with strong community, lifestyle branding, and multi-format expansion beyond cycling. Comparable to Hale.Now's premium positioning, brand-led community model, and urban millenial/professional customer base.
• Pilates Reformer Studios (e.g., re:former, M since): Independent Reformer Pilates studios in Berlin (e.g., M since, re:former) competing directly for the same Pilates Reformer customer segment at similar premium pricing. Direct peers in Hale.Now's Reformer offering.
• Barry's Bootcamp: Global boutique fitness brand known for premium tiered memberships and signature workout formats. Comparable to Hale.Now's boutique positioning, premium pricing model, and multi-location urban strategy, though differentiated by single-format focus.
• Becycle: Berlin-based boutique indoor cycling studio chain with a similar premium, aesthetic-focused brand targeting urban wellness consumers. Directly comparable as a Berlin boutique fitness operator competing for the same demographic and price tier.

Broad incumbents

• Urban Sports Club: Germany's largest sports aggregator with millions of members accessing thousands of fitness studios including boutique operators. Comparable to Hale.Now as a Berlin-based fitness consumer platform, though it operates as an aggregator rather than a direct studio operator; it is a key channel partner and competitor for member mindshare.
• Holmes Place: Premium full-service health club and spa operator with multiple locations across Germany and Europe. Directly comparable as a premium German fitness/wellness brand offering memberships spanning fitness, spa, and recovery services.
• Fitness First Germany: Large German fitness club chain with multiple Berlin locations offering premium memberships, group classes, and wellness amenities. Comparable as a Berlin-based premium fitness operator, though at a larger scale and broader (less boutique) positioning.
• ClassPass: Global fitness subscription aggregator offering credit-based access to boutique studios across multiple cities. Highly comparable to Hale.Now's credit-based membership model across studios, though ClassPass is a third-party platform rather than an operator.

Others

• EGYM: Smart strength equipment vendor whose technology is integrated into Hale.Now's Hale.Gym studios. Relevant as a strategic technology partner and adjacent ecosystem player rather than a direct competitor; represents a potential competitor if EGYM launches its own branded fitness concept.

Regional players

• Kieser Training: German strength training chain with a science-based positioning and premium subscription model. Comparable to Hale.Now's Hale.Gym strength offering and German premium fitness positioning, though with a more clinical/niche strength focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/hale-now
• Instagraminstagram.com/hale.now.studios
• TikTokfacebook.com/profile.php?id=100088425470160

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 Hale.Now