TrueCoach
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.
- Company typePrivate
- Founded2015
- HeadquartersBoulder, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
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).
TrueCoach firmographics
Firmographics- 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
TrueCoach industry classification
Industry- 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
Where TrueCoach is headquartered
LocationHeadquarters
- HQ city
- Boulder
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
TrueCoach business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | NASM CEU Library Add-on for monthly subscribers |
| Subscription | Annual | NASM CEU Library Add-on for annual subscribers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
TrueCoach product offering
Product offeringCore 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
Companies that use TrueCoach
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
TrueCoach technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
AI capability7 records
Feature11 records
TrueCoach partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- StripecoreStripe 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.
- MyFitnessPalcoreMyFitnessPal integration allows nutrition data (macros, calories) to sync automatically every few minutes from client MyFitnessPal accounts into TrueCoach, eliminating double-entry for nutrition tracking.
- ZapiercoreZapier 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)coreNASM 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.
- TerracoreTerra (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 TechnologiescoreTrueCoach 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
TrueCoach competitors and assessment
Company assessmentDirect 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
TrueCoach social profiles
Digital presenceTrueCoach financial estimates
Financial estimateRevenue estimate
Valuation estimate
TrueCoach leadership team
Management profileNumber of profiles
Profiles2 records
TrueCoach funding detail
Funding detailFunding overview
Funding rounds5 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TrueCoach M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TrueCoach
What does TrueCoach do?
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.
Is TrueCoach a public or private company?
TrueCoach is a private company. It is classified as corporate owned and is currently operating.
When was TrueCoach founded?
TrueCoach was founded in 2015. It employs 11 to 50 people.
Where is TrueCoach based?
TrueCoach is headquartered in Boulder, United States, in the North America region.
How does TrueCoach make money?
Three revenue lines are on record. Subscription Recurring Revenue is the primary driver. The others are payment Processing and NASM CEU Library Add-on.
Who are TrueCoach's main competitors?
Direct peers on record are ABC Trainerize, PT Distinction, My PT Hub, Virtuagym and CoachAccountable. Emerging players are Healthie, Practice Better, SimplePractice and Jane App. Mindbody is listed as a broad incumbent.
Does TrueCoach have an API?
Yes. TrueCoach offers a Zapier integration that enables workflow automation between TrueCoach and 5,000+ apps. Available triggers include: Added to Client Group, New Client, Workout Created, Workout Completed. Available actions include: Add a Client to TrueCoach. Requires API key authentication. Available on Pro and above plans. Developer documentation is at app.truecoach.co/coach/account/trainer-zapier.
What industry is TrueCoach in?
TrueCoach's product category is Fitness Coaching Software. Its primary akta.pro industry code is HSADAAAM, Online/Remote Personal Training & Programming, with a secondary code of HSADAAAA, General Personal Training (In-Person & Virtual). Its NAICS code is 51821 and its SIC code is 7997.