Kickoff

What Kickoff does

Kickoff, operated by EverFit Inc. (a California corporation, founded 2019), is a remote wellness coaching platform that connects consumers with a curated network of 8,000+ dual-certified coaches — each credentialed as both a Registered Dietitian and a Certified Personal Trainer. The platform delivers 1-on-1 coaching through a mobile and web application, combining weekly video calls, daily text-based accountability, personalized workout prescriptions with step-by-step video instructions, and an AI-powered macro tracking feature that logs nutrition from food photos. The company also integrates with Apple Health, Google Fit, and Strava to consolidate physiological, sleep, and workout data for coach review.

The business model is anchored on insurance reimbursement rather than consumer out-of-pocket spend: Kickoff contracts with 100+ health insurance providers — including Aetna, Anthem, BlueCross BlueShield, Cigna, and United Healthcare — and bills insurance directly for Registered Dietitian services, enabling most clients to pay $0 out-of-pocket. For uninsured or non-covered consumers, a $95/month direct-pay subscription is offered, alongside a specialized 55+ Senior Fitness Program positioned at $3/day with FSA/HSA eligibility. The operating model is asset-light and marketplace-oriented: the internal team is 1–10 employees, while coaches operate as independent contractors onboarded through a separate dietitian platform.

The go-to-market is product-led growth with a self-serve insurance eligibility quiz, SEO-driven expert blog content authored by credentialed coaches, and social media presence across Facebook, Instagram, and Twitter. The company is reported to have served 72,721+ users who have surpassed fitness goals, with customer-reported outcomes including 91% feeling better after coaching, 74% reporting significant quality-of-life improvement, 80% of weight loss clients achieving target weight, and a 4.9/5 average service rating. The platform has raised $11.2M in disclosed funding across 2019, 2020, and 2022, with no subsequent round disclosed through 2026.

Name

Kickoff

Legal name

EverFit Inc.

Website

https://trainwithkickoff.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Kickoff is a remote wellness coaching platform that matches insured consumers with 8,000+ dual-certified Registered Dietitian and Personal Trainer coaches for $0 out-of-pocket 1-on-1 fitness and nutrition coaching, with a senior-focused 55+ program.

Ownership category

akta.pro rank

Product category

Remote Wellness Coaching Platform

NAICS

Sports and Recreation Instruction (61162), Diet and Weight Reducing Centers (812191)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Weight Loss Coaching (Non-Clinical) (HSADAFAB)

akta.pro secondary industries

General Nutrition Coaching (HSADAFAA), General Health Coaching (HSADAGAA)

Keywords

• Remote personal training
• Nutrition coaching services
• Insurance-covered fitness
• Registered dietitian coaching
• Wellness coaching platform

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Insurance-Billed Coaching Services: Primary revenue stream from billing insurance providers directly. Registered Dietitian trainers are covered by most insurance plans, resulting in $0 out-of-pocket for most clients. The company handles all insurance billing and claims processing.
2. Direct Pay Subscription: Monthly subscription at $95/month ($3/day) for clients without insurance coverage. Includes unlimited workouts, nutrition planning, and coach support.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels5 records

Core offering

Kickoff operates a mobile and web-based coaching platform that connects individual clients with dual-certified Registered Dietitians and Personal Trainers for 1-on-1 remote fitness and nutrition coaching. Services are primarily delivered via insurance billing ($0 out-of-pocket for most insured clients) through major US health plans, with a $95/month direct-pay subscription alternative. The platform includes AI photo-based macro tracking, weekly video calls, daily text accountability, and integration with Apple Health, Google Fit, and Strava.

Product overview

Kickoff is a unified personal training and nutrition coaching platform operated by EverFit Inc. The core product is the Kickoff Personal Training Platform — a web and mobile application-based service connecting clients with dual-certified Registered Dietitian and Personal Trainer coaches for 1-on-1 remote coaching. The platform includes an insurance-covered coaching program (where most clients pay $0 out-of-pocket) and a separate 55+ Senior Fitness Program for adults 55+. Dietitians can join through a separate dietitian platform to serve as coaches in the network.

Differentiator

Problem solved

Functional benefit

Products and services

• Kickoff Personal Training Platform A web and mobile application-based personal training and nutrition coaching service connecting clients with dual-certified Registered Dietitians and Personal Trainers for 1-on-1 remote coaching. Delivers workouts, nutrition planning, AI macro tracking, weekly video calls, and daily text accountability. Available to US consumers through insurance billing or direct-pay subscription.
• Insurance-Covered Coaching The primary go-to-market offering where Kickoff bills major US health insurance providers (Aetna, Anthem, BlueCross BlueShield, Cigna, United Healthcare, and 100+ others) directly for dual-certified Registered Dietitian and Personal Trainer coaching. Most clients pay $0 out-of-pocket; the company handles all insurance billing and claims processing.
• 55+ Senior Fitness Program A specialized coaching program for adults aged 55 and older, featuring personalized fitness, mobility, and nutrition coaching tailored to aging-related wellness needs. Priced at $3/day and FSA/HSA eligible. The company reports 95% of these clients reach their workout goals.
• Dietitian Platform (For Dietitians) A dedicated platform offering Registered Dietitians the ability to join the Kickoff network as coaches and provide nutrition coaching services to clients through the platform. This is the supply-side counterpart to the consumer coaching platform, enabling the recruitment and onboarding of licensed dietitians required for insurance-billed service delivery.

Quantifiable outcome

• 91% of clients reported feeling better after working with a coach
• +4 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability3 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core.

• AetnacoreOthersMajor health insurance provider that covers Kickoff coaching services. Registered Dietitian trainers are covered under many Aetna plans, allowing members to access coaching at $0 out-of-pocket.
• AnthemcoreOthersMajor health insurance provider (Blue Cross Blue Shield parent) that covers Kickoff coaching services. Members can access dual-certified coaching with no co-pay.
• BlueCross BlueShieldcoreOthersMajor health insurance provider that covers Kickoff coaching services. One of the largest insurers in the US, providing wide market access for insurance-covered coaching.
• CignacoreOthersMajor health insurance provider that covers Kickoff coaching services. Members can access Registered Dietitian and Personal Trainer coaching covered by their plan.
• United HealthcarecoreOthersMajor health insurance provider covering Kickoff coaching services. One of the largest US insurers providing coverage for dual-certified coaching at $0 out-of-pocket for members.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Noom: App-based behavior-change and weight-loss coaching program with nutrition tracking and 1-on-1 coach support. Highly comparable business model focused on weight loss via coaching, with a heavier psychological curriculum but similar D2C subscription structure.
• Calibrate: Metabolic health coaching program combining 1-on-1 coaching with insurance-covered GLP-1 medication pathways. Comparable in combining insurance billing with personalized coaching, though focused on metabolic/weight loss rather than fitness.
• BetterMe: Health and wellness coaching app offering personalized fitness, nutrition, and mindset coaching with AI-powered recommendations. Comparable direct-to-consumer coaching platform with similar target demographics and subscription pricing.
• Future: Remote personal training app pairing users with elite coaches for 1-on-1 fitness programming via video. Closest direct competitor on the fitness coaching side, though focused on performance training rather than insurance-billed nutrition.

Broad incumbents

• WW (Weight Watchers): Long-standing weight management and wellness coaching brand with app-based tools and human coaching. Comparable in coaching-plus-nutrition offering but operates as a broad incumbent with decades of brand equity and broader enterprise reach.
• MyFitnessPal: Largest nutrition tracking app with food database, calorie/macro logging, and integration with fitness devices. Comparable in nutrition tracking capability but lacks the 1-on-1 human coaching layer that Kickoff provides.
• Apple Fitness+: Apple's subscription fitness service with workout classes and Apple Watch integration. Comparable in mobile-first fitness delivery and Apple Health integration, but uses pre-recorded content rather than personalized coaching.
• Peloton: Connected fitness platform with live and on-demand classes, hardware, and increasingly personalized coaching. Comparable as a fitness platform but with different economics driven by equipment sales rather than coaching subscriptions.

Others

• Strava: Athletic activity tracking platform for running, cycling, and swimming that integrates into Kickoff. Functions as a data partner and adjacent ecosystem player rather than a direct coaching competitor.

Emerging players

• Ladder: Subscription-based strength training app with live 1-on-1 coaching and structured programs. Comparable in remote personal training with coach interaction, though narrower in scope (strength-only, no nutrition focus).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/kickofftraining
• Facebookfacebook.com/trainwithkickoff
• LinkedInlinkedin.com/company/kickoff
• Instagraminstagram.com/trainwithkickoff

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kickoff