FITISM

What FITISM does

FITISM is a UK-based small group personal training (SGPT) gym brand operating four owned locations across Derbyshire and Cheshire (Bakewell, Wilmslow, Somerford, and Knutsford), founded by Matt Kay in 2005. The company's core offering is two session formats — BUILD (small-group strength and conditioning, capped at 6 members per coach, 45–55 minutes) and BURN (medium-to-large group aerobic conditioning, 30–40 minutes) — delivered through tiered monthly subscriptions ranging from £79 (BURN only) to £255 (Accelerate, 17 BUILD sessions/month), with family pricing at £135–£195 per person.

The integrated service stack pairs in-gym training with 1:1 nutrition coaching by an in-house registered nutritionist, monthly InBody body-composition scanning, and a 360 Accountability service, all supported by the FITISM mobile app (booking, progress tracking, waiting-list management) and a members-only content portal (recipe books, meal plans, exercise videos). Customer acquisition runs through a structured 6-Week Challenge funnel and a 2-Week Experience (£125), plus a Refer-a-Friend programme; over 2,174 people have completed the 6-Week Challenge and the brand carries 150+ Google/Facebook reviews.

The business model is fundamentally a recurring subscription boutique gym operation with usage-based add-ons (single sessions at £20, 1:1 PT at £50–£60/session at Wilmslow). The underlying technology stack is conventional off-the-shelf SaaS — WODboard for CRM/billing, Mindbody/Booker for scheduling, AWeber for email, Smart Debit and Payzone for payments, QuickBooks for accounting — overlaid with the proprietary FITISM app. Members commit to an initial 3-month term before rolling 30-day contracts, and FITISM operates under two legal entities (FITISM Ltd and FITISM UK Ltd), remains founder-owned and bootstrapped, and serves consumer rather than enterprise customers.

Name

FITISM

Legal name

FITISM Ltd

Website

https://fitism.co.uk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

FITISM is a UK-based small group personal training gym brand operating four locations across Derbyshire and Cheshire, offering BUILD and BURN group sessions, 1:1 nutrition coaching, and InBody body scanning for individual consumers seeking structured, accountability-driven fitness programmes.

Ownership category

akta.pro rank

Product category

Fitness Services

NAICS

Diet and Weight Reducing Centers (812191)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industries

Weight Loss Coaching (Non-Clinical) (HSADAFAB), Meal Planning & Prep Coaching (Macros, Grocery Guidance) (HSADAFAN)

Keywords

• Small group personal training
• Fitness membership services
• Nutrition coaching programmes
• Body composition scanning
• Strength conditioning sessions

Headquarters

HQ city

Wilmslow

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Monthly Membership Subscriptions: Recurring monthly membership fees providing access to BUILD and/or BURN sessions, coaching, nutrition resources, and member portal. Memberships include session credits that refresh monthly with partial rollover capability. Initial 3-month commitment followed by rolling 30-day contract.
2. Session Credits and Add-ons: Additional BUILD or BURN sessions purchased by members beyond their allocated credits. Pay-as-you-go single sessions or 10-session blocks available for members and non-members.
3. 6-Week Challenge Programme: Structured introductory programme combining fitness sessions, 1:1 nutrition coaching, accountability coaching, and digital progress monitoring tools. Represents the primary entry point for new members.
4. 2-Week Experience: Shorter introductory programme at £125 providing unlimited sessions with personal trainers and 1:1 nutrition coaching over two weeks.
5. 1:1 Personal Training: One-on-one training sessions with FITISM coaches available as bolt-on or standalone purchases at Wilmslow location.
6. 1:1 Nutrition Coaching: Individual nutrition coaching sessions with in-house registered nutritionist, available as membership add-on or standalone purchase.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

FITISM operates a network of four small group personal training (SGPT) gyms across the UK delivering BUILD strength and conditioning sessions (max 5–6 members per coach, 45–55 minutes) and BURN group cardio sessions (30–40 minutes). Its core commercial offering is tiered monthly memberships (BURN, LIFESTYLE, PROGRESS, ACCELERATE plus family tiers) bundled with 1:1 nutrition coaching from an in-house registered nutritionist, InBody body composition scanning, accountability coaching, and a members-only app and portal. Customer acquisition is anchored by structured entry programmes — the 6-Week Challenge and 2-Week Experience — designed to convert trial users into recurring monthly subscribers.

Product overview

FITISM is a UK-based small group personal training (SGPT) gym chain operating across four locations (Bakewell, Wilmslow, Somerford, and Knutsford). The core offering consists of two session types: BUILD (small group strength and conditioning, max 6 members, 45-55 min) and BURN (medium-large group cardio sessions, 30-40 min). These are delivered through tiered membership packages (BURN only, BUILD Lifestyle/Progress/Accelerate) plus 1:1 Personal Training options. Entry programs include the 6 Week Challenge and 2 Week Experience, both incorporating nutrition coaching, body scanning, and accountability services. Additional services include family memberships, pay-as-you-go sessions, seasonal recipe books/meal plans, a members portal, and the FITISM mobile app for booking and progress tracking. The company positions itself as a 'SGPT brand' focused on body transformation through integrated training, nutrition, and accountability.

Differentiator

Problem solved

Functional benefit

Products and services

• BUILD Membership Tiered monthly small group personal training membership offering 9, 13, or 17 BUILD sessions per month. Sessions run 45–55 minutes with a max of 5–6 members per coach, focused on increasing lean muscle tissue and strength.
• BURN Membership Monthly membership providing unlimited access to BURN aerobic conditioning sessions lasting 30–40 minutes, designed to improve cardiovascular fitness on a first-come, first-served basis.
• 6-Week Challenge Structured 6-week body transformation programme including up to 7 fitness sessions per week, 1:1 nutrition coaching, accountability coaching, InBody body composition scanning, step-by-step and daily meal plans, and full access to FITISM services. Positioned as the primary new-member entry point.
• 2-Week Experience Introductory trial programme priced at £125 offering unlimited BUILD and BURN sessions plus 1:1 nutrition coaching and progress monitoring over two weeks.
• 1:1 Nutrition Coaching Standalone or add-on monthly subscription (£99/month) for 1:1 nutrition coaching with FITISM's in-house registered nutritionist, including personalised nutrition strategies, meal plans at various calorie targets, and seasonal recipe books delivered every 90 days.
• 1:1 Personal Training One-on-one training sessions with a FITISM coach, available at 1, 2, or 3 sessions per week with per-session pricing (£60, £55, or £50 respectively) at the Wilmslow location.
• Family BUILD Membership Family pricing option for two or more individuals living at the same address, allowing each member to choose their own training-frequency tier (LIFESTYLE or PROGRESS) with per-person monthly billing of £135 or £195.
• Single Sessions and Block Packages Pay-as-you-go BUILD and BURN session options available to members and non-members. Single sessions priced at £20 with a 30-day expiry; blocks of 10 sessions priced at £180 with a 3-month expiry.
• Body Composition Scanning (InBody) Monthly medical-grade InBody 570 body composition scanning for members, measuring body fat percentage, visceral fat, muscle mass, and fat distribution to track training and nutrition progress.

Quantifiable outcome

• Average 3.8% body fat loss over 6-week challenge period
• +4 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

One partnership is on record.

• WODboardcoreTechnology or IntegrationFITISM uses WODboard as their CRM system powering membership management, payment processing, and membership billing. The CRM handles direct debit and card payment collection for monthly memberships.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• The Gym Group: UK-listed low-cost gym operator with nationwide sites. Represents the value end of the spectrum against which FITISM's premium SGPT positioning must justify its pricing.
• PureGym: UK's largest low-cost gym chain. Not a direct SGPT competitor but the primary budget alternative FITISM members may switch to or from, particularly when annual price increases hit.
• David Lloyd Leisure: UK-wide premium family health club chain offering group classes, PT, racquet sports, and spa facilities. Comparable membership structure and family pricing but serves a broader demographic across ~100 UK sites.
• Third Space: Premium UK health club operator with multiple London locations offering group exercise, personal training, and wellness services. Overlaps with FITISM's PT and small-group offering but operates a much broader facility mix at higher price points.
• Anytime Fitness: Global 24/7 franchise gym operator with significant UK presence. Overlaps with FITISM on coaching and small-group offerings but competes primarily on access and convenience rather than transformation outcomes.

Direct peers

• F45 Training: Global functional-training franchise delivering standardised small-group HIIT sessions with coach-led programming — the closest direct comp to FITISM's BUILD/BURN small group model, with a much broader geographic footprint.
• Ultimate Performance: UK-founded personal training brand focused on body transformation with in-house nutrition and accountability support. Closely mirrors FITISM's outcome-driven, nutrition-integrated transformation proposition at a higher price point.
• Orangetheory Fitness: International boutique chain offering heart-rate-monitored small-group conditioning sessions. Comparable in combining coaching, technology (wearable + app), and a tiered membership structure with measurable performance outcomes.
• Another_Space: London-based boutique studio offering small-group PT, signature class formats, and integrated coaching — directly comparable SGPT-style offering within the UK market, though concentrated in central London.
• Barry's Bootcamp: Global boutique group-fitness brand combining coached strength and cardio intervals in a small-group format. Comparable session architecture and premium pricing model, with stronger global brand recognition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/fitismuk
• Instagraminstagram.com/fitism.uk
• LinkedInlinkedin.com/company/fitism

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 FITISM