Luxury Fitness Platform Novi Athletic Club operates a large 130,000 sq. ft. luxury wellness facility with a broad suite of services including gym, cardio, group exercise, tennis, swimming, and dance, suggesting an opportunity to upsell premium memberships, exclusive training programs, and multi-discipline wellness bundles.

Midwest Market Position Located in Novi, Michigan, the club sits in a market with strong competition from national fitness brands. This indicates a need for differentiating offerings such as exclusive events, member experiences, corporate partnerships, or local sponsorships to boost retention and drive referrals.

Tech Enablement Current tech stack includes Pendo, New Relic, and scheduling/operations tools, signaling readiness for digital engagement, personalized onboarding, and data-driven membership campaigns to improve conversion, usage, and cross-sell opportunities across facilities and programs.

Revenue Scale With estimated revenue between 10 million and 25 million and 51 to 200 employees, Novi Athletic Club represents a mid-market enterprise with potential for scalable partnerships in facility upgrades, equipment financing, wellness program licensing, and enterprise-level service contracts.

Program Synergies Established programs in junior and adult tennis, swimming, and dance create cross-selling opportunities for seasonal camps, private coaching packages, branded events, and sponsorships, as well as potential partnerships with family-focused health brands and local schools.