🔍 A Quiet Pulse in the Fitness M&A Space
Boutique fitness may have cooled since its pre-2020 peak, but beneath the surface, smart operators are making moves. One such move? A quietly cash-flowing CrossFit studio that’s now testing the waters—without ever hitting the listing sites.
This deal isn’t distressed. It’s discreet. No LoopNet. No teaser. Just subtle valuation conversations under NDA.
“It’s the kind of gym where people stay for years—not just for the workouts, but for the accountability, the coaching, the lifestyle.”
📍 The Studio at a Glance
- 7+ years in operation, CrossFit-branded (affiliate model, not franchise)
- Located in a dense, high-income suburban market
- 5,000–7,000 sq. ft. facility with rigs, turf, rowers, and custom training zones
- Staff includes CrossFit Level 2 and Olympic lifting-certified coaches
- 150–200 active members, most on auto-renew or pre-paid plans
💵 Financial Snapshot (Unofficial)
| Gross Revenue | $350K – $550K annually |
| Adjusted EBITDA | $90K – $150K |
| Membership Retention | 80–85% YoY |
| Avg. Monthly Membership | $160 – $200 |
| Other Revenue | PT, branded gear, clinics, events |
⏳ Why Sell Now?
This isn’t a financial fire drill. It’s a life-stage pivot. The founder—described as a beloved coach-turned-operator—is reportedly exploring lifestyle shifts after years in the grind.
“This isn’t a red flag. It’s a legacy play.”
🛠️ What Makes It Valuable
- CrossFit Affiliate Model: Global brand awareness with full operational freedom (no franchise fees)
- Recurring Revenue: High member loyalty, auto-renew billing, and minimal churn
- Turnkey Setup: Fully equipped, cash-flowing, and staffed with credentialed coaches
- Community Events: Nutrition challenges, fundraisers, Olympic lifting clinics, etc.
🚀 Growth Levers
- Marketing: Paid ads targeting local high-income zip codes
- CRM/Automation: Improve lead nurture and conversion funnel
- Partnerships: Chiropractors, youth athletics, wellness clinics
- New Revenue Streams: Online coaching, nutrition packages, private events, space rental
- Multi-Unit Expansion: Build a hub-and-spoke model or regional brand
🏷️ Valuation Ballpark
Buyer Type Typical EBITDA Multiple Ballpark Valuation
| Owner-Operator | 2.5x – 3.5x | $225K – $500K |
| Strategic Buyer | 3.5x – 4.5x | $350K – $675K |
| PE/Platform | 4x+ (rare at this size) | Context-dependent |
Note: Seller may consider partial financing or performance-based earn-out depending on fit.
🎯 Who Should Be Looking
- 🧘 Yoga or wellness studio owners looking to cross-train offerings
- 🏋️ Coaches or trainers ready to own vs. freelance
- 📈 Multi-location operators in fitness seeking a high-retention bolt-on
- 💼 Career switchers seeking lifestyle-aligned entrepreneurship
⚠️ Key Diligence Items
- Lease Terms: Review rent escalations and renewal options
- Key Person Risk: Is the founder “the face” of the gym?
- Staff Depth: Bench strength beyond lead coaches?
- Engagement Rates: Are members showing up consistently?
🧾 Final Take
This isn’t just a box with barbells. It’s a brand, a culture, and a steady operation with upside potential.
If you’re looking for a meaningful, mission-driven business that cash flows and connects—you might want to get ahead of this one.
🏁 Deal status: Not publicly listed. Valuation discussions under NDA only.
Deals like this rarely go wide. If it resonates, act early.
