TrueCoach

What TrueCoach does

TrueCoach is a cloud-based SaaS platform that enables independent personal trainers, fitness coaches, and small fitness businesses to manage and scale their coaching operations. Founded in 2015 and headquartered in Boulder, Colorado, the company serves 16,000-20,000+ coaches and 250,000+ end-clients globally with a distributed team of 11-50 employees. The platform combines workout programming, nutrition tracking, client management, payments, and wearable device data into a single subscription product targeted at the long tail of fitness professionals across fitness, healthcare (physical therapy, occupational therapy, chiropractic), and institutional segments (CrossFit gyms, universities, recreation centers).

The platform's core technology includes a drag-and-drop Program Workout Builder backed by a library of 3,000+ exercise demonstration videos, nutrition tracking via MyFitnessPal integration, habit tracking, real-time client messaging with voice notes, and automated compliance tracking across 7/30/90-day windows. Wearable integration is powered through the Terra API and supports WHOOP, Garmin, Fitbit, Oura, Apple Health, Google Fit, and Polar devices. Native iOS and Android apps serve both coaches and clients. TrueCoach distributes primarily through a self-serve product-led growth motion with a 14-day free trial and in-app upgrades, supported by a content marketing strategy including blog posts, case studies, webinars, and AI resources.

The company operates on a subscription revenue model with tiered plans (pricing not publicly disclosed on the main site but estimated in the $25-$165/month range by third-party comparisons) and offers add-ons including a NASM CEU Library ($18/month or $199/year) and Zapier workflow automation on Pro+ plans. TrueCoach Payments, powered by Stripe, provides built-in payment processing with stated no extra fees. The company is a subsidiary of Xplor Technologies, a global platform integrating software, payments, and commerce-enabling services. Prior to acquisition, TrueCoach raised approximately $2.7M across multiple rounds from 2016-2019, with investors including Techstars (lead on the 2016 seed), Right Side Capital Management, and SpringTime Ventures (lead on the 2019 round).

Name

TrueCoach

Legal name

TrueCoach, Inc.

Website

https://truecoach.co

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

TrueCoach is a SaaS platform enabling 16,000-20,000+ personal trainers, fitness coaches, and allied health practitioners worldwide to manage client programming, nutrition tracking, payments, and wearable data. Owned by Xplor Technologies, it serves SMB fitness professionals through a self-serve PLG model.

Ownership category

akta.pro rank

Product category

Fitness Coaching Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Educational Support Services (61171)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industries

General Personal Training (In-Person & Virtual) (HSADAAAA), Strength & Conditioning Personal Training (HSADAAAB), Weight Gain & Muscle-Building Nutrition (HSADAFAC)

Keywords

• Personal trainer software
• Fitness coaching platform
• Workout programming software
• Client management software
• Fitness business management

Headquarters

HQ city

Boulder

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Recurring Revenue: Monthly or annual subscription plans for personal trainers and coaches to access the TrueCoach platform. Plans vary by client limit and feature access. Includes a free 14-day trial for new users.
2. Payment Processing: Built-in TrueCoach Payments via Stripe integration allows coaches to collect subscriptions and one-time payments. While the platform states 'no extra fees' for payment processing, this represents a value-added service that drives subscription retention.
3. NASM CEU Library Add-on: Optional add-on subscription for NASM continuing education units at $18/month (monthly subscribers) or $199/year (annual subscribers), representing a 28-33% discount vs. direct NASM subscription.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

TrueCoach is a cloud-based SaaS personal trainer platform that lets fitness professionals build, deliver, and manage custom workout programs, track client progress and compliance, plan nutrition with MyFitnessPal sync, integrate wearable data, message clients, and process payments — all from a single web and mobile application. The company also offers an NASM CEU Library add-on for continuing education and resources such as an AI Meal Plan Generator and ChatGPT prompts for personal trainers.

Product overview

TrueCoach is a comprehensive personal trainer software platform built for fitness professionals to manage their coaching businesses at scale. The core platform centers on the Program Workout Builder with 3,000+ exercise videos, Client Tracking Dashboard, Nutrition Tracking with MyFitnessPal integration, Habit Tracking, and built-in Messaging with voice notes. Key features include TrueCoach Payments (Stripe-powered billing), Custom Theming for branding, Compliance Tracking, and Public Profiles for client lead generation. The platform offers dedicated mobile apps for iOS and Android, plus a Zapier integration for workflow automation on Pro+ plans. Add-on offerings include the NASM CEU Library for continuing education and AI-powered resources like the Meal Plan Generator and ChatGPT Prompts for coaches. The platform recently launched Wearables Integration connecting WHOOP, Garmin, Oura, Apple Health, Fitbit, Polar, and Google Fit devices.

Differentiator

Problem solved

Functional benefit

Products and services

• TrueCoach Platform Cloud-based SaaS personal trainer software platform with web and mobile access that enables fitness professionals to create custom workout programs using a drag-and-drop builder backed by 3,000+ exercise videos, track client progress and compliance, plan nutrition with MyFitnessPal sync, integrate wearables, message clients with voice notes, and run payments via Stripe. Designed for personal trainers, strength and conditioning coaches, nutrition coaches, physical therapists, CrossFit boxes, and university programs.
• TrueCoach iOS App Native iOS mobile application enabling coaches and clients to access workout programs, log workouts, view progress, track nutrition, connect wearables (including Apple Health), and communicate via messaging.
• TrueCoach Android App Native Android mobile application enabling coaches and clients to access workout programs, log workouts, view progress, track nutrition, connect Google Fit wearables, and communicate via messaging.
• NASM CEU Library Optional add-on subscription providing 24/7 access to NASM continuing education units for personal trainers. Available at $18/month for monthly subscribers or $199/year for annual subscribers, representing a 28-33% discount versus direct NASM subscription.

Quantifiable outcome

• Increased monthly revenue by over $55,000 for Active Life (Sean Pastuch)
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability7 records

Feature11 records

Partnerships

Six partnerships are on record, tiered core.

• StripecoreTechnology or IntegrationStripe is integrated as TrueCoach Payments, enabling automated client subscriptions and one-time payments directly within the platform. TrueCoach states this is the only coaching app with built-in payments and no extra fees.
• MyFitnessPalcoreTechnology or IntegrationMyFitnessPal integration allows nutrition data (macros, calories) to sync automatically every few minutes from client MyFitnessPal accounts into TrueCoach, eliminating double-entry for nutrition tracking.
• ZapiercoreTechnology or IntegrationZapier integration enables workflow automation including triggers (new client, workout created, workout completed) and actions (add client to TrueCoach). Available on Pro and above plans. Used for automating onboarding emails via Gmail integration.
• NASM (National Academy of Sports Medicine)coreTechnology or IntegrationNASM CEU Library bundle offers 24/7 access to continuing education units for personal trainers at discounted rates ($18/month or $199/year) through TrueCoach subscription. Available to monthly and annual subscribers worldwide.
• TerracoreTechnology or IntegrationTerra (via Terra API) powers the wearables connection flow in TrueCoach, enabling the unified integration with multiple wearable device brands including WHOOP, Garmin, Fitbit, Oura, Apple Health, Google Fit, and Polar.
• Xplor TechnologiescoreTechnology or IntegrationTrueCoach is powered by Xplor Technologies, the first global platform integrating software, payments, and commerce-enabling services. Xplor provides the underlying infrastructure and resources supporting TrueCoach's platform operations.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• ABC Trainerize: ABC Trainerize is a leading personal training software platform offering workout programming, client management, nutrition tracking, and billing for personal trainers and gyms. It is one of the four named competitors that, alongside TrueCoach, collectively hold 40%+ global share of the personal fitness training software market.
• PT Distinction: PT Distinction is a personal training software platform built for personal trainers to deliver custom workout and nutrition programs, track client progress, and run their coaching business. Cited alongside TrueCoach as a top-four player in the personal fitness training software market.
• My PT Hub: My PT Hub is a personal trainer software platform providing workout builder, nutrition tracking, client messaging, and payment tools for fitness professionals. Listed alongside TrueCoach as a top-four player in the personal fitness training software category with 40%+ collective global share.
• Virtuagym: Virtuagym is a fitness software platform offering workout and nutrition coaching, client engagement, and business management tools for personal trainers, gyms, and corporate wellness. It targets the same personal trainer and small studio customer base as TrueCoach with a comparable feature set.
• CoachAccountable: CoachAccountable is a coaching platform for personal trainers, life coaches, and fitness coaches offering session tracking, habit tracking, accountability tools, and client communication. It overlaps with TrueCoach's habit tracking, compliance, and client messaging features for the personal trainer segment.

Emerging players

• Healthie: Healthie is a platform for nutritionists, dietitians, and health coaches offering EHR, scheduling, telehealth, and client engagement capabilities. Co-listed with TrueCoach in third-party comparison content for health coach software, positioning it as an adjacent competitor serving overlapping coaching personas.
• Practice Better: Practice Better is a practice management platform for health and wellness professionals including nutritionists, health coaches, and dietitians, offering charting, scheduling, and client engagement tools. Featured alongside TrueCoach in third-party 'Best Health Coach Apps' comparison content, making it an adjacent competitor in the broader health coaching software space.
• SimplePractice: SimplePractice is a practice management platform for health and wellness practitioners offering scheduling, billing, documentation, and telehealth. Co-featured with TrueCoach in health coach software comparisons, representing an adjacent competitor in client/practice management for coaching professionals.
• Jane App: Jane App is a practice management platform designed for health and wellness practitioners with scheduling, charting, and billing features. Listed alongside TrueCoach in third-party health coach software comparisons, positioning it as an adjacent competitor for coaching practices.

Broad incumbents

• Mindbody: Mindbody is a broad SaaS incumbent for the fitness and wellness industry, offering scheduling, memberships, marketing, and client management for gyms, studios, and wellness businesses. While not a direct personal-training-software competitor, it overlaps with TrueCoach in serving fitness professionals and small wellness businesses with client management tooling.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/truecoachco
• YouTubeyoutube.com/channel/UCxC1745NjG8xv8fvp64jDdw
• Facebookfacebook.com/truecoachapp
• LinkedInlinkedin.com/company/7588934

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds5 records

Investors3 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 TrueCoach