True40® Studio Market Research Report

Background

Overview

True40® Studio is a boutique fitness studio founded in 2016, headquartered in Auburn, Alabama. The studio offers a unique fitness method that combines principles of strength training, cardio, barre, Pilates, and yoga. This fusion aims to provide a high-intensity, low-impact workout suitable for all fitness levels. The studio's mission is to inspire movement as a celebration of the body, empowering individuals to move true to their bodies and ultimately become their best selves.

Mission and Vision

True40® Studio's mission is to create a mindset shift in the modern fitness space by promoting movement as a celebration of the body. The vision is to expand its inspiring community through Alabama and beyond, encouraging individuals to move true to their bodies and step into their highest, truest selves.

Industry Significance

Operating within the health and wellness industry, True40® Studio contributes to the growing demand for boutique fitness experiences that offer personalized and community-focused workouts. Its unique approach differentiates it in a competitive market by emphasizing inclusivity, empowerment, and holistic well-being.

Key Strategic Focus

Core Objectives

• Community Building: Fostering a supportive and inclusive environment where members feel welcomed and encouraged.

• Holistic Fitness Approach: Integrating various fitness disciplines to provide a comprehensive workout experience.

• Accessibility: Offering modifications and challenges to accommodate all fitness levels, including those who are pregnant, postpartum, or recovering from injuries.

Areas of Specialization

• Fusion Workouts: Combining strength training, cardio, barre, Pilates, and yoga into a cohesive fitness regimen.

• Low-Impact, High-Intensity Sessions: Designing workouts that are gentle on the joints while effectively building strength and endurance.

Key Technologies Utilized

• TRX Suspension Training: Incorporating TRX straps to enhance core strength and stability.

• Mobile Application: Providing a user-friendly app for class scheduling, reservations, and community engagement.

Primary Markets Targeted

• Local Communities: Serving residents in Auburn, Birmingham, Homewood, Tuscaloosa, Gardendale, Trussville, and Huntsville, Alabama.

• Health and Wellness Enthusiasts: Appealing to individuals seeking a holistic and community-oriented fitness experience.

Financials and Funding

Funding History

As of May 2026, True40® Studio has not publicly disclosed any external funding or investment rounds. The company operates as a privately held entity, with financial details not extensively available.

Financial Performance

• Estimated Annual Revenue: Approximately $6.5 million.

• Number of Employees: Between 21 and 50.

Utilization of Capital

While specific details on capital utilization are not publicly available, it is reasonable to infer that funds are allocated towards:

• Studio Operations: Maintaining and enhancing facilities across multiple locations.

• Staff Development: Investing in training and development programs for instructors and staff.

• Community Engagement: Organizing events and initiatives to strengthen community ties.

Pipeline Development

Expansion Plans

True40® Studio has demonstrated growth through the opening of new locations:

• Trussville Location: Opened in April 2025, marking the studio's expansion into the Trussville Entertainment District.

Anticipated Milestones

• Further Expansion: Plans to continue opening new studios in strategic locations to broaden the community reach.

• Enhanced Offerings: Introduction of new classes and programs to meet diverse fitness needs.

Technological Platform and Innovation

Proprietary Technologies

• Mobile Application: An iOS app facilitating class bookings, schedule viewing, and community interaction.

Significant Scientific Methods

• Holistic Fitness Integration: Combining multiple fitness disciplines to create a balanced and effective workout regimen.

AI-Driven Capabilities

• Personalized Class Recommendations: Utilizing data analytics to suggest classes tailored to individual fitness goals and preferences.

Leadership Team

Executive Profiles

• Kaitlyn Bentley, CEO: An Auburn University graduate with degrees in Public Relations and Business Administration. Transitioned from corporate public relations to True40® Studio in 2016, eventually becoming the brand owner. Under her leadership, the studio has experienced significant growth and community impact.

• Lauren Gillen, Franchise Marketing & Automation Manager: Brings a background in project management and marketing operations, focusing on helping mission-driven brands grow with clarity and intention. Works to streamline marketing systems and equip franchise partners with the tools and insights they need to succeed.

• Amy Richmond, Master Trainer: Joined True40® Studio as a client in 2021, became an instructor in 2023, and assumed the role of Master Trainer in 2025. Holds a degree in education and teaches 4K in Homewood.

• Autumn Kirkendall, Assistant Master Trainer: A software engineer by day, she joined True40® Studio in 2022 as a client, became an instructor in 2024, and stepped into the role of Assistant Master Trainer in 2026. Holds a degree from the University of Alabama.