The Project PT

What The Project PT does

The Project PT is a privately held fitness operator founded in Oxford in August 2019 by Ajaye Hunn-Phillips (CEO) and Alexa Hunn. It runs two physical gym locations in Oxford — Magdalen Road Gym (opened November 2021) and Botley Gym (opened 2024) — plus a holiday camp venue at St Ebbes Primary School. The business serves adults, children and teenagers, and vulnerable populations through memberships, personal training, sports rehabilitation, sports massage, junior programmes, holiday camps, and a youth services division covering mentoring, school clubs, and trauma-informed programmes such as Survivor Strength and LiFT Youth.

The core offering is structured around flexible monthly memberships (8, 12, or 16 class credits per month at £95-£210/month) with no fixed-term contract, alongside a £105-£109 35-day trial membership used as the primary acquisition vehicle. Class credits are also sold in 1-, 5-, 50-, and 100-pack bundles. Personal training is sold at three coaching tiers (Coach, Senior Coach, Head Coach) in 4- or 8-session packs, with online and at-home delivery options. Sports rehab and massage are sold as discrete session packs (£280-£560 rehab; £70 single / £325-£650 bundles massage). Holiday camps run from £57.50/day to £250/week. Underlying technology is limited to the third-party GymFlow app for self-serve booking and membership management; the business has no proprietary software or platform.

The commercial model combines subscription recurring revenue (adult and junior memberships, recurring PT) with one-time/perpetual revenue (class packs, trials, sports rehab, massage, camps, gift cards) and commissioned social impact services (MoveTogether partnership with Active Oxfordshire and Oxford City Council). The brand is differentiated by an explicit social impact mission: every membership funds youth and community work, formalized through a dedicated subsidiary, Social Justice Movement CIC (Community Interest Company), which The Project PT established in 2023.

Name

The Project PT

Legal name

The Project PT

Website

https://theprojectpt.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

The Project PT operates two inclusive gyms in Oxford offering memberships, personal training, sports rehab and massage, junior programmes, holiday camps, and youth services, with every membership funding community programmes via its Social Justice Movement CIC.

Ownership category

akta.pro rank

Product category

Fitness and Wellness Services

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industries

Strength & Conditioning Personal Training (HSADAAAB), Small-Group Personal Training (Semi-Private) (HSADAAAN), Strength & Conditioning / Athletic Performance Training (HSADAEAB), Strength, Conditioning & Speed/Agility Training Facilities (MPAKAJAD)

Keywords

• Inclusive fitness training
• Group exercise classes
• Personal training sessions
• Youth fitness programmes
• Sports rehabilitation services

Headquarters

HQ city

Oxford

HQ country

United Kingdom

HQ region

Europe

Offices3 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 memberships offering 8, 12, or 16 class credits per month. No fixed-term contract; members can pause or cancel anytime. Credits do not roll over.
2. Class Credit Packs: One-off purchases of class credits (1, 5, 50, or 100 credits) with varying validity periods. Provides flexibility for occasional users.
3. 35-Day Trial Membership: New member onboarding product at £105-£109, includes 3x1:1 sessions and 5 class credits. Converts members to monthly plans.
4. Sports Rehabilitation Services: Structured packs of sports rehab sessions. 4-session pack at £280 or 8-session pack at £560, booked weekly for consistent progress.
5. Sports Massage Services: 55-minute massage sessions available as single sessions (£70), 5-credit bundles (£325), or 10-credit bundles (£650). Sessions at Magdalen Road gym.
6. Holiday Camps: Multi-day holiday camps for children aged 5-16. Pricing from £57.50 per day to £250 for full week. Includes summer camps and October half-term camps.
7. Junior Memberships: Monthly memberships for juniors aged 6-17. Boxing and strength training options at £49/month for one weekly class.
8. Personal Training Sessions: PT session packs (4 or 8 monthly sessions) at three coaching levels: Coach PT, Senior Coach PT, and Head Coach PT. Available at both gym locations, online, or at-home.
9. Social Impact Services (MoveTogether): At-home personal training sessions delivered in partnership with Active Oxfordshire and Oxford City Council for vulnerable community members. Referred through GP surgeries, social prescribers, and health services.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

The Project PT operates two inclusive fitness gym locations in Oxford (Magdalen Road and Botley), offering group classes, personal training, sports rehabilitation, and sports massage to adults and juniors. The company supplements its core gym offering with holiday camps, junior memberships, and community-based youth programmes. Every membership purchased is positioned as supporting youth and community initiatives in Oxford through the affiliated Social Justice Movement CIC.

Product overview

The Project PT is an inclusive fitness organization operating two gym locations (Magdalen Road Gym and Botley Gym) in Oxford, UK. The core offering consists of flexible membership plans (8, 12, or 16 sessions/month), class packs, and a 35-day trial membership, alongside structured group class programs including Strength, Cardio, Boxfit, Powerlifting, Kettlebells, Hybrid, Press-Up & Pull-Up Club, Core & Mobility, Postnatal, and Family sessions. Additional services include Personal Training (available at Coach PT, Senior Coach PT, and Head Coach PT levels), Sports Rehabilitation with Elliot, and Sports Massage/Deep Tissue therapy. The organization extends beyond traditional fitness through an extensive youth services division offering junior memberships, holiday camps (Summer, October Half Term, and Youth Leader Camps), 1:1 mentoring, youth qualifications, school club sessions, Lift Youth (for those at risk of criminal exploitation), Survivor Strength sessions (in partnership with Survivor Space), and Momentum skateboard sessions for girls. As a Community Interest Company (CIC), every membership supports youth and community programmes in Oxford.

Differentiator

Problem solved

Functional benefit

Brands

• Social Justice Movement CIC: A dedicated Community Interest Company established to grow The Project PT's social impact in a more focused and sustainable way, delivering youth and community empowerment programmes.

Products and services

• Magdalen Road Gym A gym location at 9 Newtec Place, Magdalen Road, Oxford OX4 1RE, offering adult and junior memberships and personal training options designed for all fitness levels.
• Botley Gym A gym location at 36 West Way Square, Botley, Oxford OX2 9TJ, offering adult and junior memberships, and personal training options for all fitness levels.
• 35-Day Trial Membership An introductory membership offering 3x 1:1 sessions and 5 class credits to help new members learn foundational movements and explore class options. Priced at £105 at Botley and £109 at Magdalen Road.
• Monthly Membership Plans Flexible monthly subscription plans offering 8, 12, or 16 sessions per month with no fixed-term contract. Prices range from £95 to £210 per month depending on location and session count.
• Class Packs One-off class credit purchases available in 1, 5, 50, or 100 credit bundles with varying validity periods for flexible access to gym facilities.
• Sports Rehabilitation Therapeutic treatment by BSc-qualified Sports Rehabilitator offering structured injury recovery and performance improvement through 4-session (£280) or 8-session (£560) packs.
• Sports Massage & Deep Tissue Therapy 55-minute massage sessions at Magdalen Road featuring Deep Tissue or Sports Massage techniques, available as single sessions (£70), 5-credit bundles (£325), or 10-credit bundles (£650).
• Personal Training One-to-one coaching available at three levels (Coach PT, Senior Coach PT, Head Coach PT) with 4 or 8 session monthly packs, specializing in pain management, strength training, sports-specific coaching, and recovery support.
• Junior Membership - Botley Monthly membership at £49 for children aged 6-17 covering Teen Boxing (11-17 years, Mondays 6pm) or Youth Strength (11-17 years, Wednesdays 6pm) with automatic weekly enrollment.
• Junior Membership - Magdalen Road Flexible memberships at £49/month (one session/week) or £79/month (two sessions/week) for children aged 6-17 covering Kids Boxing, Teen Boxing, Teen Strength, and Teen Gym classes.
• Summer Holiday Camps Multi-activity day camps for children aged 5-13 held at St Ebbes Primary School with activities including boxing, skateboarding, arts & crafts, den building, and first aid skills.
• Youth Leader Camp Leadership development camp for teenagers aged 12-16 running alongside junior camps, where participants support younger children, develop camp leadership skills, and gain employment experience.
• October Half Term Camp Multi-activity holiday camp at St Ebbes Primary School for children aged 5-13 with flexible booking options of 5, 3, or 2 days.
• Young People Services Community programmes including 1:1 mentoring, youth qualifications, school club sessions, LiFT Youth (for those at risk of criminal exploitation), Survivor Strength sessions, and Momentum skateboard sessions for vulnerable young people aged 5-21.
• Gift Cards Gift vouchers available for purchase, allowing recipients to use credit towards any gym services.

Quantifiable outcome

• 4,418 hours of social impact delivered in 2024
• +2 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Social Justice Movement CICcoreOthers · 1 January 2022Dedicated Community Interest Company established to grow social impact in a more focused and sustainable way. The Project PT continues to gift the CIC access to its equipment, warehouse, gym, and senior management team. This structure allows delivery of 4,400+ hours of community impact annually.
• MoveTogether (Active Oxfordshire)coreStrategic or Co-development PartnerPartnership with Active Oxfordshire's MoveTogether programme and Oxford City Council to deliver at-home personal training sessions for vulnerable community members. Sessions tailored to individual ability, encouraging skill development across various exercise types. Referrals come through GP surgeries, social prescribers, mental health professionals, and health services. The Project PT provides the coaching service while partners handle referrals and support.
• Fitness at the FarmminorStrategic or Co-development PartnerPartner in Fit Farm Festival - annual community fitness event. Fitness at the Farm contributed to the inaugural festival bringing together local Oxford businesses, fitness classes, and community.
• Survivor Space (formerly OSARCC)coreStrategic or Co-development PartnerPartnership to deliver Survivor Strength - weekly trauma-informed fitness sessions for survivors of sexual violence. Programme launched in 2024 as 10-week pilot, now regular part of timetable. Free to access for those referred through Survivor Space. Led by female, trauma-informed coaches in closed, private environment.
• Abstract LeapminorOthersLocal business supporting the Survivor Strength programme through partnership with The Project PT and Survivor Space.
• Thames Valley PolicecoreStrategic or Co-development PartnerCollaborative partner in developing the LiFT Youth programme. 6-week lifting course for teenagers struggling to engage in schools and home life. Thames Valley Police involvement demonstrates community policing approach to youth intervention.
• Oxford Schools & CharitiescoreStrategic or Co-development PartnerNetwork of Oxford schools and charities collaborating on youth programmes including LiFT Youth, school club sessions (skateboarding, boxing, weight lifting), and 1:1 mentoring for vulnerable young people aged 5-21.
• Oxford Wheels Project (Iffley Skatepark)minorStrategic or Co-development PartnerVenue partner for Momentum skateboard sessions for girls aged 9-17. Sessions held at Iffley Skatepark (Tuesdays 11:30-12:30) alongside Botley Skatepark location.
• Missing BeanminorOthersNeighboring coffee shop located next to Magdalen Road Gym at 9 Newtec Place. Referenced as a local landmark for the gym location.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• 1Rebel: London-headquartered boutique fitness operator offering group classes (boxing, strength, HIIT) and personal training in a similar membership-driven, multi-site UK format. Closest direct comparable on operating model and customer profile to The Project PT.
• Gymbox: Boutique fitness club operator in the UK combining group classes, strength training, and personal coaching in a premium, design-led setting. Comparable in product mix (group fitness + PT) and urban, membership-based positioning.
• F45 Training: Global franchise offering group functional training classes (HIIT, strength, hybrid). Closely comparable to The Project PT's hybrid, strength, and boxfit class formats and its multi-tier personal training offering.
• Barry's Bootcamp: Premium global boutique fitness brand offering coached group classes (HIIT and strength) and PT packages. Comparable premium positioning, class-based model, and tiered coaching structure.

Emerging players

• CrossFit Affiliates (e.g., CrossFit Oxford): Independent CrossFit boxes delivering coached strength and conditioning group classes, often in small UK cities like Oxford. Overlap with The Project PT's strength, powerlifting, and kettlebell programming.

Broad incumbents

• PureGym: UK's largest low-cost gym chain with 24/7 access and an extensive class offering. Competes for the same Oxford fitness consumers but at materially lower price points with no community/social impact narrative.
• The Gym Group: Listed UK budget gym operator with nationwide footprint. Comparable UK geographic exposure and Oxford-area presence, but commoditised offering versus The Project PT's community-led model.
• David Lloyd Clubs: Premium UK and European health and racquets club operator with family, junior, and adult programmes. Overlaps with The Project PT on junior memberships, family training, and multi-site club operations.
• Third Space: Premium London-only fitness and wellness club with group classes, personal training, and spa. Comparable on tiered PT offerings and high-quality coaching positioning; not Oxford-based.
• Anytime Fitness UK: 24/7 franchise fitness operator with small-format UK gyms in regional cities including Oxford. Competes on convenience and price; lacks the social impact / community programming of The Project PT.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xinstagram.com/theprojectpt
• LinkedInlinkedin.com/company/the-project-pt
• Instagraminstagram.com/theprojectpt
• Facebookfacebook.com/theprojectptoxford

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 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 The Project PT