Wheel House Information

Wheel House was a San Francisco-based consumer fitness company founded in 2013, combining premium in-person experiences with a technology-enabled customer journey. Across two locations, Wheel House grew to serve 10,000+ customers with a team of 50+ and peak annual revenue exceeding $2M. The business was built around an integrated digital and physical customer experience spanning discovery and acquisition, account creation, class discovery and booking, payments, in-studio experiences, customer communications, loyalty, retention and reactivation. Wheel House used customer data, behavioral insights and experimentation to continuously improve the experience, supported by an ecosystem of fitness, commerce, CRM and payments technologies including Zingfit, Mariana Tek, FitMetrix, ClassPass, Shopify and digital payments. Over its operating life, the company expanded its fitness offering, evolved its technology stack and developed a highly engaged customer community while improving retention, engagement and customer lifetime value. Wheel House ceased studio operations in 2025.