CrossFit and functional fitness gyms are community-driven boutique fitness businesses that generate revenue primarily through recurring memberships, personal training, and specialty programming. The sector grew rapidly through the 2010s and now includes over 13,000 CrossFit affiliates globally alongside independent functional fitness studios. While the market has matured and faces post-pandemic normalization, strong community retention and recurring revenue models continue to attract both individual and strategic buyers.
Who buys these: Fitness enthusiasts, former athletes, entrepreneurs with personal training backgrounds, and small business operators looking to enter the fitness space; occasionally strategic buyers such as regional gym chains or fitness franchise roll-up operators
2.5–4×
Typical EBITDA multiple
$300K–$1.5M
Revenue range
Stable
Market trend
SBA Eligible
7(a) financing available
Minimum $150K SDE, established membership base of 100+ active members, month-to-month or annual contract revenue mix, clean lease with at least 3 years remaining, documented coaching staff beyond the owner, and ideally an affiliated CrossFit box with brand recognition
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Key items to investigate when evaluating a CrossFit & Functional Fitness acquisition
Seller Intelligence
Who sells CrossFit & Functional Fitness businesses?
Owner-operators who founded their CrossFit affiliate or functional fitness studio 5–15 years ago, are experiencing burnout from coaching-heavy workloads, approaching retirement, or seeking liquidity to pursue other ventures; occasionally multi-location operators consolidating their portfolio
Typical exit timeline: 12–24 months
CrossFit & Functional Fitness businesses in the $300K–$1.5M revenue range typically sell for 2.5–4× EBITDA. Minimum $150K SDE, established membership base of 100+ active members, month-to-month or annual contract revenue mix, clean lease with at least 3 years remaining, documented coaching staff beyond the owner, and ideally an affiliated CrossFit box with brand recognition
CrossFit & Functional Fitness businesses typically trade at 2.5–4× EBITDA in the lower middle market. The market is highly fragmented with stable demand, which puts pressure on pricing.
CrossFit & Functional Fitness businesses are SBA 7(a) eligible, making them accessible to first-time buyers. SBA 7(a) loan with 10–15% buyer down payment, seller note for 5–10% to bridge any valuation gap
Key due diligence areas include: Membership count trends, churn rate, and average revenue per member over trailing 24 months; Lease terms, renewal options, and landlord relationship given location dependency; Coach and staff retention risk — identifying whether members follow the owner vs. the gym; CrossFit affiliate agreement status and any licensing or brand compliance issues; Equipment condition, replacement timeline, and deferred capital expenditure obligations.
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