F45 Training Holdings Inc. (FXLV): Marketing Mix Analysis [Dec-2025 Updated]

You're looking for a sharp, late-2025 breakdown of the business's marketing mix, and honestly, the four P's tell a compelling story of a company trying to pivot from a single workout to a full wellness ecosystem, but still navigating a very tough financial reality with a market cap around $19.81 million as of December 2025. After twenty years analyzing these plays, I see a firm betting big on diversification-think FS8 and Dietitian Live-while the stock price suggests serious skepticism. It's a classic case of high-potential product expansion meeting market pressure. So, let's cut through the noise and map out exactly how their Product, Place, Promotion, and Price are set up to either justify that pivot or confirm the current valuation. Read on for the analyst's take.

F45 Training Holdings Inc. (FXLV) - Marketing Mix: Product

You're looking at the core of what F45 Training Holdings Inc. sells, which is fundamentally a standardized, high-value fitness experience. The core offering is the 45-minute high-intensity functional group workout, blending elements of high-intensity interval, circuit, and functional training. This is delivered through a technology-enabled platform. Activity through their FMI (Functional Movement Interface) technology platform represented 45.3% of total sales in 3Q25. The installed base of weighted devices reached 133,910 units, marking an 8.7% increase from 3Q24. Sales through the entire Digital Footprint (FMI technology plus non-FMI eBusiness) accounted for 61.3% of total sales in 3Q25. That's how they keep the programming consistent across the globe.

The company is actively diversifying its product beyond the flagship brand, operating under the FIT (Functional Inspired Training) House of Brands umbrella. As of March 2025, this ecosystem included more than 1,500+ studio locations across 55+ countries. This expansion is driven by integrating F45 Training with its newer concepts, FS8 and VAURA Pilates, into a cohesive wellness offering.

Here's a quick look at the reported performance growth metrics for the portfolio brands from the prior year, which sets the stage for 2025:

The product line is expanding into adjacent wellness services to enhance member value and create new revenue streams for franchisees. This includes the Recovery by F45 Training concept, which integrates amenities like infrared saunas and cold plunges. Furthermore, F45 Training launched a nutrition support service via a partnership with Dietitian Live. This service saw a pilot in 2024 across 100 F45 Training locations, engaging over 1,000 members. Following that pilot's success, the partnership expanded nationwide in 2025, with reports indicating that 98% of clients pay $0 out of pocket due to insurance coverage.

The flagship brand product itself saw an enhancement with the launch of a comprehensive strength training program featuring functional racks in 2025. To support the ongoing digital delivery of workouts, the company's signings goal for weighted FMI devices in 2025 was set between 25,000 to 26,000 units.

F45 Training Holdings Inc. (FXLV) - Marketing Mix: Place

You're looking at how F45 Training Holdings Inc. gets its product-the functional fitness training system-into the hands of its members. For F45 Training Holdings Inc., distribution isn't about stocking shelves; it's about real estate and global agreements. The primary distribution channel is its global franchise model. This setup lets them scale rapidly without taking on all the capital expenditure risk themselves.

The physical footprint is significant. As of late 2025, F45 Training Holdings Inc. operates over 1,500 studios across more than 55 countries. This wide net ensures the brand is accessible in diverse international markets. Still, North America remains a core focus for density and revenue generation.

Here's a quick breakdown of the geographic distribution as reported for late 2025:

• Global studio count: Over 1,500 studios.
• International reach: More than 55 countries.
• U.S. market presence: Approximately 800 studios.

F45 Training Holdings Inc. continues to push into new territories. Recent expansion efforts include formal entry and growth phases in markets such as South Africa and South Korea. This shows a commitment to diversifying revenue streams beyond established regions. Honestly, this geographic spread is key to mitigating risk tied to any single economy.

The distribution strategy isn't purely physical, though. F45 Training Holdings Inc. has integrated digital distribution to broaden its market penetration. A notable example is the digital offering via Samsung Daily+, which, as of late 2025, reaches over 100 million households globally. This digital layer acts as a massive top-of-funnel marketing and awareness tool, driving traffic toward the physical studios.

To map out the scale of their physical distribution network, consider this snapshot:

The management of these locations involves ensuring franchise partners adhere to the operational standards. If onboarding takes 14+ days, churn risk rises, so the speed of getting a new studio operational is a critical metric for F45 Training Holdings Inc.'s distribution effectiveness. The digital platform, conversely, bypasses many of these physical logistics challenges, offering immediate, scalable access to content.

The core of the 'Place' strategy relies on these key distribution points:

• Franchise agreements for physical studio placement.
• Strategic location selection based on demographic data.
• Digital content delivery for brand exposure and supplementary revenue.

Finance: draft 13-week cash view by Friday.

F45 Training Holdings Inc. (FXLV) - Marketing Mix: Promotion

The promotional activities for F45 Training Holdings Inc. (FXLV) in late 2025 centered on reinforcing its global brand identity and driving membership conversion through targeted digital outreach and high-profile alliances.

The largest global brand campaign, titled This Is F45 Training, launched in May 2025. This initiative was designed to build brand awareness for the paid studio membership model and position F45 Training as a holistic fitness and wellness hub. The campaign aimed to measure success through metrics like lead generation, trial sign-ups, and brand sentiment lift. This followed a year where F45 Training franchises reported a 12.4% increase in global Average Unit Volumes (AUVs) in 2024, setting a strong foundation for the 2025 promotional push. Furthermore, in 2024, global membership lead volume increased by 19%, and franchise inquiries rose by 23%.

The core marketing message consistently emphasizes community, verifiable results, and maintaining a gymtimidation-free zone, which is supported by having no mirrors in the studios. A specific promotional offer available to new participants was 3 Classes for $30. The brand operates across more than 1,500 studio locations globally as of the campaign launch.

F45 Training Holdings Inc. continued to leverage high-profile individuals to elevate its profile. Mark Wahlberg, an investor and Chief Brand Officer, was slated to be featured in an upcoming spot within the multi-phase campaign. David Beckham, a global partner whose promotion agreement runs until 2025, was introduced to the brand by Wahlberg. The campaign also features user-generated content sourced via social media, illustrating the team training ethos of Team Training, Life Changing.

The digital advertising strategy focused on reaching fitness enthusiasts where they consume media. This involved a tailored digital strategy across platforms including Meta, Google, Amazon, and connected TV networks. Globally, Meta and Alphabet (Google) are projected to control over 50% of the total digital ad spend in 2025. The campaign amplification was also planned for platforms like YouTube and Spotify.

Strategic partnerships were integral to the late 2025 promotional mix, expanding the F45 Training ecosystem beyond the 45-minute workout.

The brand also highlighted its holistic approach through other collaborations, including a partnership with Red Bull and the launch of a telehealth partnership with Dr. B to offer FSA/HSA fitness reimbursements and a weight loss program.

• The campaign utilizes real members and coaches to showcase authenticity.
• The digital strategy is managed by the creative agency Laundry Service.
• The campaign aims to broaden the perception of F45 Training beyond just a workout.
• F45 Training was named "Best Circuit Workout" by Men's Health.
• F45 Training was ranked in Entrepreneur's 2025 Franchise 500.

F45 Training Holdings Inc. (FXLV) - Marketing Mix: Price

Pricing for F45 Training Holdings Inc. (FXLV) reflects its positioning as a premium, boutique fitness offering, with actual member costs varying significantly based on the specific franchise location, local market conditions, and the contract commitment structure you choose.

The pricing strategy is designed to capture value from high-frequency users while offering entry points for lower-frequency participation. Here are examples of membership pricing observed in the market as of 2025:

• Unlimited membership with no required contract commitment is priced around $90 biweekly.
• Commitment to a 6-month unlimited contract incentivizes a lower rate, observed at $80 biweekly.
• Tiered options exist to attract lower-frequency users, such as a package for 4 classes per month priced at approximately $79/month.
• A lower-frequency option for 4 classes biweekly has been quoted at $65 biweekly.
• Drop-in rates for a single session are typically in the range of $28.
• Class package pricing shows economies of scale, with a 30-class package costing around $570, equating to about $19 per class.

While member fees are the direct revenue stream for the franchisee, the corporate revenue structure for F45 Training Holdings Inc. is heavily driven by the initial and ongoing fees collected from its franchise network. This structure separates the consumer price point from the corporate financial model.

The initial investment required for a franchisee to open a studio ranges from $349,000 to $786,000, which includes the upfront franchise fee. For instance, the initial establishment fee is reported as $60,000, though discounts like a 50% reduction are available for veterans or early openings.

Ongoing financial obligations from franchisees to F45 Training Holdings Inc. are structured as follows:

For context on franchisee performance, average gross sales for FY 2024 were reported around $454,320, which informs the basis for the percentage-based royalty calculation.