Fitness Belfast

What Fitness Belfast does

Fitness Belfast is a privately held fitness services company founded by Gary Milligan and headquartered in Belfast, Northern Ireland. The company operates a single physical studio at 165-169 Donegall Pass and delivers a multi-format offering that includes award-winning signature programmes (BroFlo Yoga for Guys, Kickass Bootcamp, TRX Yoga for Beginners), one-to-one personal training, outdoor bootcamps across five Belfast-area and Causeway Coast locations, live Zoom classes, and a catalogue of on-demand online programmes (Yoga for #WFH, The Lockdown Series, BroFlo Online). The technology stack is built on standard SaaS tools — Squarespace for the storefront and programme sales, Stripe and PayPal for billing, Mailchimp for email marketing, Zoom and Vimeo for live and recorded content — with no proprietary platform or app.

The business serves two distinct customer bases: individual consumers in the Belfast area purchasing class programmes, personal training, online programmes, and gift vouchers; and corporate clients seeking employee wellness offerings. Named enterprise engagements include FinTrU (since 2018), Education Authority NI, Belfast Met, AXA NI, NILGOSC, and Queen's University Belfast, supplemented by charity partnerships with Aware NI and NI Chest Heart & Stroke. Revenue mechanics combine recurring in-person programme fees, one-time digital product purchases (e.g., £50 for BroFlo Online), quote-based corporate contracts, and 12-month gift vouchers.

Fitness Belfast has built its differentiation around inclusive positioning, signature content (BroFlo Yoga for Guys targets men intimidated by traditional yoga studios), community ties including a fifth-season sponsorship of Belfast Ravens Ladies Football Club, and a stack of regional industry awards (NI Yoga Provider of the Year 2019, NI Fitness Class of the Year 2022, Irish Enterprise Awards Most Inclusive Online Fitness Training Studio 2021). Operations are restricted to Northern Ireland, headcount is reported in the 1-10 range, and the company has not raised institutional funding.

Name

Fitness Belfast

Legal name

Fitness Belfast Ltd

Website

https://fitnessbelfast.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Fitness Belfast is a privately held Belfast-based fitness studio offering yoga, bootcamps, TRX, personal training, online programmes, and corporate wellness to individual consumers and organisations across Northern Ireland.

Ownership category

akta.pro rank

Product category

Fitness Services

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Online/Remote Personal Training & Programming (HSADAAAM), Outdoor Fitness & Park Bootcamps (HSADABAC), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Functional Fitness / Cross-Training Groups (HSADABAH)

Keywords

• Fitness training services
• Corporate wellness programmes
• Yoga instruction
• Outdoor bootcamps
• Personal training

Headquarters

HQ city

Belfast

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Studio and Outdoor Classes: Revenue generated from in-studio personal training sessions, small group training (Kickass Bootcamp PLUS+), outdoor bootcamp programmes, and yoga classes. Classes are offered at the Fitness Belfast Studio and outdoor locations including Ormeau Park, Titanic Quarter, and Carnlough Harbour.
2. Online Programmes: Sale of on-demand and live online yoga and fitness programmes including BroFlo Yoga for Guys Online (£50), Yoga for Beginners 8-week programme, Yoga for #WFH Series, and The Lockdown Series. Digital products with lifetime access to recorded content.
3. Corporate Wellness: Contracted wellness programmes delivered to corporate clients including FinTrU, Education Authority NI, Belfast Met, and others. Programmes include weekly yoga sessions, desk yoga workshops, staff wellbeing weeks, and bespoke online content hubs for corporate employees.
4. Gift Vouchers: Sale of gift vouchers valid for 12 months from date of purchase, redeemable for most Fitness Belfast products and services.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

Fitness Belfast provides in-person and online fitness services including signature programmes such as Kickass Bootcamp (outdoor circuit training), Kickass Bootcamp PLUS+ (small group personal training), BroFlo Yoga for Guys (men-targeted Vinyasa yoga), TRX Yoga for Beginners, one-to-one Personal Training, and bespoke Corporate Wellness programmes. Services are delivered through a Belfast studio, multiple outdoor Belfast and Causeway Coast locations, and online via Zoom and Vimeo, serving both individual consumers and corporate clients.

Product overview

Fitness Belfast operates as a multi-format fitness studio offering both in-person and online fitness services. The core product portfolio includes: Kickass Bootcamp (outdoor circuit training), Kickass Bootcamp PLUS+ (small group personal training), BroFlo Yoga for Guys (award-winning beginner yoga), TRX Yoga for Beginners, Personal Training, and Corporate Wellness programmes. Online delivery is provided through Zoom-based live classes and a dedicated online content portal. The company serves individual clients through studio, outdoor, and virtual channels, while also providing tailored workplace wellness programmes to corporate clients including FinTrU, Education Authority NI, Belfast Met, and various other organisations.

Differentiator

Problem solved

Functional benefit

Products and services

• Kickass Bootcamp 8-week outdoor circuit training programme combining Kickass Cardio, Kickass Strength and Kickass Yoga moves delivered in a group setting at Ormeau Park for adult fitness participants in Belfast.
• Kickass Bootcamp PLUS+ Small group personal training format of Kickass Bootcamp providing more focused training in a smaller group setting for adult fitness participants in Belfast.
• BroFlo Yoga for Guys Award-winning Vinyasa-styled yoga programme designed specifically for men who are curious about developing a regular yoga practice but may be hesitant to try traditional yoga; available as studio classes and as an online programme.
• TRX Yoga for Beginners 8-week programme combining Vinyasa style yoga with TRX suspension training equipment to deliver a full body yoga practice suitable for all levels, especially beginners.
• Personal Training One-to-one educational and holistic personal training sessions delivered in studio, in the park, or online for individual adult clients.
• Corporate Wellness Tailored workplace wellness programmes for organisations including on-site yoga (e.g., 'FinTrU Flo'), chair/desk yoga workshops, kickstart fitness sessions, staff wellbeing weeks, and bespoke online content hubs for employee access.
• Online Programmes (BroFlo Yoga for Guys Online, Yoga for #WFH, The Lockdown Series) Digital fitness and yoga programmes sold via the Squarespace online store and delivered via Zoom (live) and Vimeo (recorded), including BroFlo Yoga for Guys Online (£50), Yoga for Working From Home (#WFH) Series, and The Lockdown Series.
• Fitness Belfast Gift Cards Gift vouchers valid for 12 months from the date of purchase, redeemable against most Fitness Belfast products and services.

Quantifiable outcome

• Award winner: Yoga Provider of the Year 2019, Highly Commended Fitness Class of the Year 2018, Fitness Class of the Year 2022
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• TRX TrainingcoreTechnology or Integration · 1 January 2020Certified TRX studio using suspension training equipment. Gary Milligan attended TRX training courses in UK & Ireland, hosted TRX for Football professional education workshop with Master Trainer Darren Dillon. Team members Neil Gilbride and Caitriona Oboyle also TRX certified.
• Belfast Ravens Ladies Football ClubcoreStrategic or Co-development Partner · 14 January 2019Official sponsor of Belfast Ravens Ladies Football Club since January 2019. Fitness Belfast provides training guidance, nutritional information, kit sponsorship, and created an exclusive Belfast Ravens Yoga Club online programme. Partnership extended to fifth season in 2023, with team growing to three squads in NIWFA. Fundraising support for The Children's Cancer Unit Charity.
• Aware NIminorStrategic or Co-development PartnerGary Milligan is an Aware NI Ambassador. Participated in Mood Walk Belfast 2018, Mental Health Awareness Week activities, and AWARE 25 Challenge. Promotes yoga for mental health awareness.
• Northern Ireland Chest Heart & Stroke (NICHS)minorStrategic or Co-development PartnerPartner for workplace wellbeing initiatives including Work Well Live Well programme. Led warm-ups at Red Dress Fun Run events. Participated in recognition events for workplaces committed to employee health.
• Flow Yoga BelfastminorStrategic or Co-development PartnerGary Milligan completed Flow Academy Yoga Teacher Training programme at Flow Yoga Belfast. Collaborated on community events including Culture Night Belfast yoga session at Victoria Square.
• Northern Ireland Women's Football Association (NIWFA)minorStrategic or Co-development PartnerThrough Belfast Ravens sponsorship, Fitness Belfast is connected to NIWFA activities including season launches and league events.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• David Lloyd Leisure: UK-wide premium health club chain with extensive personal training, group exercise and family wellness programming — broad incumbent competitor for both consumer and corporate wellness business in the UK.
• F45 Training: Global franchise offering 45-minute functional group circuit training classes — directly comparable to Kickass Bootcamp in format (short-duration, circuit-based group sessions) but operating at vastly greater scale and brand reach.
• Orangetheory Fitness: International boutique fitness brand built around coached, group-based interval training comparable in design philosophy to Fitness Belfast's outdoor bootcamps and Kickass Bootcamp PLUS+ small-group formats.
• Third Space London: UK premium multi-discipline health club with group classes, personal training, yoga, and corporate wellness — directly comparable offering breadth to Fitness Belfast but at premium London positioning and greater scale.

Others

• Gympass: Global corporate wellness aggregator that routes employer-subsidised employees to fitness studios — a comparable business model layer (corporate wellness channel) that targets the same enterprise buyer as Fitness Belfast's corporate wellness contracts.
• Aware NI: Northern Ireland mental-health charity for which Fitness Belfast's Gary Milligan serves as an Ambassador and with which the company runs yoga events. Comparable ecosystem participant tying the corporate wellness and community partnership model together.

Direct peers

• Barry's Bootcamp: Iconic global 'bootcamp' brand combining treadmill cardio and strength training in instructor-led group classes — a structurally similar red-room-circuit concept to Kickass Bootcamp, scaled globally.
• Psycle London: London boutique fitness operator offering multiple class modalities (indoor cycling, HIIT, yoga, strength) in a studio-plus-online model — directly comparable multi-modality boutique studio operating in the UK consumer market.
• Glo (Yoga, Fitness, Pilates): Subscription online platform offering yoga, Pilates and fitness classes across multiple levels — a direct alternative to Fitness Belfast's BroFlo Yoga for Guys Online and Yoga for #WFH digital products in the same addressable market.
• Flow Yoga Belfast: Belfast-based yoga studio where Fitness Belfast founder Gary Milligan completed his Flow Academy Yoga Teacher Training. Directly comparable as a local yoga studio offering Vinyasa classes, teacher training and community events in the same Belfast market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/fitnessbelfast
• LinkedInlinkedin.com/company/fitness-belfast
• Instagraminstagram.com/fitnessbelfast

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Fitness Belfast