Carilion Wellness

Name

Carilion Wellness

Legal name

CHS, Inc.

Website

https://carilionwellness.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Fitness & Wellness Center Services

NAICS

Fitness and Recreational Sports Centers (713940), Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Functional Fitness / Cross-Training Groups (HSADABAH)

akta.pro secondary industries

General Personal Training (In-Person & Virtual) (HSADAAAA), Senior/Low-Impact Group Fitness (HSADABAI), Cardiopulmonary Rehabilitation (Cardiac & Pulmonary Rehab) (HSADAIAK)

Keywords

• Fitness center memberships
• Group fitness classes
• Clinical exercise programs
• Personal training services
• Wellness facility operations

Headquarters

HQ city

Roanoke

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Membership Subscriptions: Monthly recurring membership fees charged at varying tiers (Basic, Individual, Household, Senior Individual, Senior Household, Military). No long-term contracts required; month-to-month payment structure with annual prepayment discount available. Membership provides access to fitness equipment, pools, group classes, and childcare.
2. Personal Training Services: One-on-one personal training sessions with certified trainers, available to members and non-members. Also includes group training options. Offered at additional per-session pricing through Fitness Manager inquiry.
3. Clinical/Membership Programs: Medical membership programs (Fit Rx, Recovery Rx, Take Control Rx) requiring physician referral. These structured clinical exercise programs include assessment packages and training sessions, priced separately from standard memberships.
4. Fitness Assessments: InBody body composition assessments: $10 for initial assessment, $5 for follow-up assessments. Located at both Roanoke and Botetourt facilities.
5. On-site Third-Party Services: Third-party massage therapy services (Head to Toe Massage) and karate lessons (Roanoke Okinawan Karate School) offered on-site. These are independent operators providing services to members.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Carilion Wellness operates two fitness centers in Roanoke and Botetourt, Virginia, offering tiered memberships with access to cardio and strength equipment, indoor/outdoor heated pools, and over 300 weekly group fitness classes including Les Mills programs. The company also provides physician-referred clinical exercise programs (Fit Rx, Recovery Rx, Take Control Rx, Cooper Tracks Cardiovascular) for patients with chronic conditions, post-surgical recovery, and cardiovascular disease, along with personal training, InBody body composition assessments, swim and karate lessons, youth/childcare services, massage therapy, and on-site physical therapy and cardiopulmonary rehabilitation.

Product overview

Carilion Wellness is a health and fitness membership-based service operated by Carilion Clinic, offering a multi-tiered membership model across two facilities in Roanoke and Botetourt, Virginia. The core offering consists of four membership tiers (Basic, Individual, Household, and Clinical) with pricing ranging from $55-$117/month, providing gym access, pool facilities, and group fitness classes. The Individual and Household memberships include complimentary childcare and youth services. Beyond standard fitness offerings of over 300 weekly group classes, Carilion Wellness provides clinical programs (Fit Rx, Recovery Rx, Take Control Rx, Cooper Tracks Cardiovascular) requiring physician referral, personal fitness services (InBody assessments, personal training), and additional programs (therapy, massage, youth services, Rock Steady Boxing for Parkinson's patients). The two facilities differ in size (60,000 sq ft Botetourt vs. 79,000 sq ft Roanoke) and amenities, with both featuring indoor/outdoor pools, strength equipment, and functional training spaces.

Differentiator

Problem solved

Functional benefit

Brands

• Rock Steady Boxing: A non-contact, boxing-inspired fitness program for people living with Parkinson's disease.
• Fit Rx
• Recovery Rx
• Take Control Rx
• Cooper Tracks Cardiovascular

Products and services

• Wellness Memberships Subscription-based membership product with multiple tiers (Basic, Individual, Household, Senior Individual, Senior Household, Military) priced $55 to $117 per month with no long-term contracts. Includes access to equipment, pools, group classes, and (for Individual/Household tiers) free childcare and youth services.
• Group Fitness Classes More than 300 weekly group exercise classes including BodyPump, BodyAttack, BodyBalance, BodyJam, RPM, GRIT series, yoga, aquatics, cycling, HIIT, and dance fitness, all-inclusive with membership plans.
• Personal Training One-on-one personal training sessions with certified trainers, available to members and non-members with individual or group training options at additional per-session pricing.
• InBody Body Composition Assessments Body composition analysis using InBody devices measuring body fat percentage, muscle distribution, and body water balance in under 60 seconds. Initial assessment $10, follow-up $5 each; available at both Roanoke and Botetourt locations.
• Clinical Exercise Programs Physician-referred clinical programs including Fit Rx (60-day prevention program), Recovery Rx (functional training for diabetes and heart disease), Take Control Rx (12-week cardiac rehab and chronic condition program for cancer, Parkinson's, MS, bariatric needs), and Cooper Tracks Cardiovascular (8-week cardiovascular risk reduction program).
• Rock Steady Boxing Non-contact, boxing-inspired fitness program for people living with Parkinson's disease. One-hour classes offered twice weekly; requires diagnosis and membership.
• Swim Lessons Private and semi-private swimming lessons covering water safety and swimming skills for participants of all ages at both Roanoke and Botetourt locations.
• Karate Lessons Traditional Okinawan Uechi-Ryu Karate classes taught by Roanoke Okinawan Karate School instructors at the Botetourt location Studio II, for children and adults to develop self-discipline and confidence.
• Physical Therapy and Rehabilitation Services Physical therapy and rehabilitation services at both Roanoke and Botetourt locations for patients recovering from injuries, illnesses, and surgeries.
• Cardiopulmonary Rehabilitation Services Maintenance program for cardiopulmonary health including exercise, wellness conditioning, and heart-healthy lifestyle education, available at both locations with physician referral.
• Massage Therapy On-site massage therapy services at the Botetourt location through Head to Toe Massage, LLC, offered by an independent company to improve circulation, relieve muscle tension, increase flexibility, and clear lactic acid.

Quantifiable outcome

• 300+ group fitness classes offered per week across both locations
• +1 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• Head to Toe Massage, LLCminorOthersSean Geoghegan, CMT provides massage therapy services at the Botetourt location. Services include massage therapy that improves circulation, relieves muscle tension, increases flexibility, and helps clear lactic acid. Contact: 540-892-6623, [email protected]. This is an independent company, not employed by Carilion Clinic or Carilion Wellness.
• Roanoke Okinawan Karate SchoolminorOthersDoug and Susan Bleecker offer traditional Okinawan Uechi-Ryu Karate classes at the Botetourt location in Studio II. Classes develop self-discipline and confidence in children and adults. Held Mondays 4-5:30 p.m., Tuesdays 4-5 p.m., Wednesdays 4-5:30 p.m. Contact: 540-966-3439, [email protected]. Not employed by Carilion Clinic or Carilion Wellness.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Planet Fitness: Largest U.S. membership fitness operator with low-cost, no-frills positioning. Competes for price-sensitive individual and household members in the same regional market, particularly for the Basic-tier segment.
• Life Time Fitness: Operates premium, multi-amenity fitness centers with pools, group classes, family programming, and personal training across the U.S. Closest large-format analog to Carilion Wellness's all-inclusive amenity model and pricing structure.
• Riverside Wellness & Fitness Center: Operated by Riverside Health System in Virginia; hospital-affiliated wellness centers with physician-referred clinical programs, pools, and group classes — the closest structural analog as a health-system-owned wellness brand.
• Gold's Gym: National membership fitness franchise offering group classes, personal training, and family programming. Comparable in monthly subscription structure and breadth of group fitness offerings.
• AdventHealth Fitness Centers: Hospital-affiliated fitness centers operated by AdventHealth, integrating clinical exercise, rehabilitation, and preventive wellness under a healthcare-system umbrella — a close parallel to Carilion Wellness's clinical integration strategy.
• Equinox: Premium fitness brand operating large-format clubs with extensive group class programming, pools, spa amenities, and personal training. Represents the upper-bound positioning of multi-amenity fitness that Carilion Wellness competes against in lifestyle-driven segments.
• YMCA of Roanoke Valley: Local membership-based nonprofit fitness organization serving the same Roanoke market with similar family programming, pools, group classes, and tiered membership options — a direct head-to-head competitor for households and seniors.
• Bon Secours Health System Wellness Centers: Hospital-affiliated fitness/wellness centers operated by Bon Secours across Virginia and the Mid-Atlantic, offering clinical exercise programs, memberships, and rehabilitation integration — directly comparable health-system wellness model.
• Wellbridge Athletic Club & Spa: Multi-amenity premium fitness and tennis clubs with pools, group classes, spa services, and family programming. Comparable premium, full-service fitness model with similar membership-tier structure.
• ACAC Fitness & Wellness Centers: Mid-Atlantic premium fitness chain offering multi-amenity facilities (pools, group classes, childcare, personal training) comparable to Carilion Wellness's bundled membership proposition in similar regional markets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CarilionWellness
• Instagraminstagram.com/carilion_wellness
• LinkedInlinkedin.com/company/carilion-wellness

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Carilion Wellness