Every Mother
Every Mother is a digital women's health company operating a video-based exercise therapy subscription platform for core and pelvic floor conditions, serving prenatal, postpartum, perimenopause, and surgical recovery needs of individual consumers.
- Company typePrivate
- Founded2018
- HeadquartersBrooklyn, United States
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Every Mother does
Every Mother (legal entity: Sustainable Fitness, Inc.) is a digital women's health company founded in 2018 by Leah Keller and Allison Rapaport and headquartered in Brooklyn, NY. The company operates a video-based exercise therapy subscription platform focused on core and pelvic floor health across women's life stages, including prenatal preparation, postpartum recovery, diastasis recti, urinary incontinence, prolapse, pelvic pain, surgical recovery, and the menopause transition. Its proprietary Core Compressions method, developed by Keller, focuses on isometric activation of deep abdominal muscles with coordinated breathing and pelvic-floor engagement, and explicitly excludes exercises such as sit-ups and crunches that can worsen diastasis recti.
The platform is architected around a quiz-based intake that generates a personalized daily exercise regimen delivered via web and mobile (iOS/Android) applications. The product surface spans multiple condition-specific modules — EMbody Reclaim (postpartum), EMbody Prepare (prenatal), EMbody Surpass (advanced), plus targeted programs for prolapse, incontinence, surgical recovery, and pelvic pain — supplemented by over 100 full-body workouts and educational content. RISE by Every Mother, launched in 2022, extends the offering to the menopause transition. In-house pelvic floor physical therapists provide guidance, and clinical validation is anchored by a 2014 Weill Cornell study (100% diastasis recti resolution in the study cohort) and a 2021 Hospital for Special Surgery trial using musculoskeletal ultrasound. The company has served over 100,000 women cumulatively since 2018.
Every Mother operates a direct-to-consumer subscription model with tiered pricing (monthly at $24.99, quarterly at $59.99, annual at $119.40, two-year at $199.99, with promotional pricing as low as $9.95/month on annual plans) plus a 7-day free trial. The platform is now HSA/FSA eligible, expanding payment accessibility. Revenue also includes a complementary hardware product (EMbody Core Support). Distribution combines self-serve digital signup with a PT/OT partner referral program and medical professional endorsements from a Medical Advisory Board that includes physicians from NYU, Mount Sinai, Weill Cornell, and HSS. Total disclosed funding is approximately $2M, including a $1.5M seed round in 2020 led by Courtside Ventures.
Every Mother firmographics
Firmographics- Name
- Every Mother
- Legal name
- Sustainable Fitness, Inc.
- Website
- https://every-mother.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Every Mother is a digital women's health company operating a video-based exercise therapy subscription platform for core and pelvic floor conditions, serving prenatal, postpartum, perimenopause, and surgical recovery needs of individual consumers.
- Ownership category
- akta.pro rank
Every Mother industry classification
Industry- Product category
- Digital Health & Fitness
- NAICS
- Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134), Home Health Care Services (62161)
- SIC
- Services-Prepackaged Software (7372), Services-Misc Health & Allied Services, Nec (8090)
- akta.pro primary industry
- Pre/Postnatal Personal Training (HSADAAAH)
- akta.pro secondary industries
- Pelvic Floor Physical Therapy (Women’s & Men’s Health) (HSADAIAG), Lactation, Postpartum & Perinatal Support Services (HLAFAJAN)
Keywords
Where Every Mother is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Every Mother business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Membership - Monthly: Monthly recurring subscription at $24.99/month with the ability to cancel or upgrade anytime. Provides access to the full EMbody program including therapeutic exercises and workouts.
- Subscription Membership - Quarterly: Quarterly subscription at $59.99 per quarter with 7-day free trial. Effective daily cost of $0.67. Cancel or upgrade anytime.
- Subscription Membership - Annual: Annual subscription at $119.40 per year with 7-day free trial. Effective daily cost of $0.33. Best value option. Cancel anytime.
- Subscription Membership - Two Year: Two-year plan at $199.99 with 7-day free trial. Effective daily cost of $0.27. Best deal option for extended commitment.
- EMbody Core Support Product: Physical product (EMbody Core Support) sold separately from the subscription, as indicated by the products page.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly plan - $24.99/month |
| Subscription | Pay-as-you-go | Quarterly plan - $59.99/quarter |
| Subscription | Annual | Annual plan - $119.40/year |
| Subscription | Multi-year contract | Two Year plan - $199.99 for two years |
| Subscription | Pay-as-you-go | 6-Month plan - $89.99 |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Every Mother product offering
Product offeringCore offering
Every Mother operates a digital exercise therapy platform that delivers video-based, on-demand core and pelvic floor exercise programs via web and mobile app on a subscription basis. Programs target diastasis recti, prenatal preparation, postpartum recovery, prolapse, incontinence, pelvic pain, surgical recovery, and perimenopause using a proprietary Core Compressions method (isometric deep abdominal activation with coordinated breathing). The platform includes a quiz-based personalized daily exercise prescription, 100+ full-body workouts, expert content, and access to in-house pelvic floor physical therapists.
Product overview
Every Mother is a digital exercise therapy platform offering on-demand, express exercise programs for core and pelvic floor health. The platform architecture consists of a core subscription service (Every Mother membership) providing personalized daily exercise regimens through video-based workouts, supplemented by specialized programs: EMbody Reclaim for postpartum recovery, EMbody Prepare for prenatal care, EMbody Surpass for advanced fitness, plus targeted programs for prolapse, incontinence, surgical recovery, and pelvic pain. A separate sub-brand, RISE by Every Mother, addresses the menopause transition. The platform includes expert support from in-house pelvic floor physical therapists, evidence-based educational content, and is available as low as $9.95/month with HSA/FSA eligibility. Membership tiers include monthly ($24.99), quarterly ($59.99), 6-month ($89.99), annual ($119.40), and 2-year ($199.99) plans with 7-day free trials.
Differentiator
Problem solved
Functional benefit
Brands
- EMbody: The core exercise program clinically proven to resolve diastasis recti, reduce urinary leaking and improve back pain. Includes therapeutic exercises and full-body workouts for core and pelvic floor health.
- RISE
Products and services
- Every Mother Subscription Membership
- EMbody Reclaim
- EMbody Prepare
- EMbody Surpass
- EMbody Prolapse Program
- EMbody Incontinence Program
- EMbody Surgical Recovery Program
- EMbody Pelvic Pain Program
- RISE by Every Mother
- EMbody Core Support
Quantifiable outcome
- 100% of participants in Weill Cornell study fully resolved diastasis recti using the EMbody program
- +5 more outcomes
Companies that use Every Mother
Customer profileNamed customers7 records
Segments6 records
Ideal customer profiles2 records
Every Mother technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Every Mother partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship, minor and core.
- Hospital for Special Surgery (HSS)flagshipHSS conducted a clinical trial on Every Mother's EMbody Program using musculoskeletal ultrasound to measure impact on diastasis recti healing. Published in Journal of Women's Health Physical Therapy. Study found statistically significant reduction in IRD and improvements in back pain and incontinence.
- TechCrunchminorTechCrunch featured Every Mother as a fitness streaming platform for new and expecting mothers, providing startup visibility and credibility in the tech/media ecosystem.
- PR NewswireminorPR Newswire distributed press releases about Every Mother's funding round and mission to provide clinically proven workout programs for mothers.
- AlleyWatchminorAlleyWatch covered Every Mother's $1.5M funding round for streaming pre and post natal fitness programs.
- NPRflagshipNPR conducted an investigative feature on the EMbody method in 2017. The story became NPR's 4th most popular story of 2017, reaching millions of listeners and establishing the brand's credibility in mainstream media.
- Weill Cornell Medical CollegeflagshipWeill Cornell conducted the original 2014 study examining postnatal exercise on abdominal separation. Results showed 100% resolution of diastasis recti in women who followed Leah Keller's protocol. Published in American College of Obstetrics and Gynecology journal.
- PT/OT PartnerscorePartnership program for physical therapists and occupational therapists. Includes 'Find a Pelvic Floor Therapist' directory. PTs can refer patients to Every Mother and integrate the program into their treatment protocols. Also includes implementation support and training for PT/OT practices.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Every Mother competitors and assessment
Company assessmentDirect peers
- Origin: Origin is a digital and in-person pelvic floor physical therapy provider for women, with a strong clinical evidence base and OB/PT referral channel. Directly competes with Every Mother on pelvic floor and postpartum programming for the same target audience.
- The Bloom Method: The Bloom Method offers pre and postnatal exercise programming (including a Bloom app) led by a pelvic health specialist. Closely comparable to Every Mother's EMbody Prepare and EMbody Reclaim programs in audience, content format, and clinical positioning.
- Elektra Health: Elektra Health is a women's virtual care platform focused on menopause and perimenopause, combining clinicians with educational programming. Directly comparable to Every Mother's RISE by Every Mother menopause product line.
- Midi Health: Midi Health is a virtual care clinic for women in perimenopause and menopause, offering clinician visits and personalized care plans. Overlaps with Every Mother's RISE program on the menopause care audience and clinical positioning.
- Mahmee: Mahmee is a maternal and postpartum digital health platform providing in-person and virtual care navigation, education, and clinician support. Competes with Every Mother for postpartum mothers and OB/payer-referred audiences.
- Expectful: Expectful is a digital wellness platform offering meditation, sleep, and exercise content tailored to pregnancy and postpartum. Comparable to Every Mother on prenatal/postpartum audience and subscription content model, though more meditation-led.
Broad incumbents
- Maven Clinic: Maven Clinic is a large virtual care platform for women's and family health (fertility, pregnancy, postpartum, menopause) sold primarily to employers and payers. Overlaps with Every Mother's life-stage coverage but operates at greater scale and with payer contracts.
- Ovia Health: Ovia Health (part of Labcorp) offers digital health benefits for fertility, pregnancy, and parenting, often delivered through employer contracts. Overlaps with Every Mother on the pregnancy/postpartum audience but with a benefits-led distribution model.
- Peloton: Peloton is a major connected fitness subscription platform with broad pre/postnatal, strength, and pelvic floor content. Indirectly comparable as a women's fitness subscription incumbent with overlapping audience and content categories.
Emerging players
- Carrot Fertility: Carrot is a global fertility and family-forming benefits platform sold to employers. While focused upstream on fertility, it shares the women's and family health employer channel and could plausibly bundle postpartum support comparable to Every Mother's offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Every Mother social profiles
Digital presenceEvery Mother financial estimates
Financial estimateRevenue estimate
Valuation estimate
Every Mother leadership team
Management profileNumber of profiles
Profiles2 records
Every Mother funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Every Mother 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 Every Mother
What does Every Mother do?
Every Mother operates a digital exercise therapy platform that delivers video-based, on-demand core and pelvic floor exercise programs via web and mobile app on a subscription basis. Programs target diastasis recti, prenatal preparation, postpartum recovery, prolapse, incontinence, pelvic pain, surgical recovery, and perimenopause using a proprietary Core Compressions method (isometric deep abdominal activation with coordinated breathing). The platform includes a quiz-based personalized daily exercise prescription, 100+ full-body workouts, expert content, and access to in-house pelvic floor physical therapists.
Is Every Mother a public or private company?
Every Mother is a private company. It is classified as venture growth investor backed and is currently operating.
When was Every Mother founded?
Every Mother was founded in 2018. It employs 11 to 50 people.
Where is Every Mother based?
Every Mother is headquartered in Brooklyn, United States, in the North America region.
How does Every Mother make money?
Five revenue lines are on record. Subscription Membership - Monthly is the primary driver. The others are subscription Membership - Quarterly, subscription Membership - Annual, subscription Membership - Two Year and EMbody Core Support Product.
Who are Every Mother's main competitors?
Direct peers on record are Origin, The Bloom Method, Elektra Health, Midi Health, Mahmee and Expectful. Broad incumbents are Maven Clinic, Ovia Health and Peloton. Carrot Fertility is listed as an emerging player.
Does Every Mother have an API?
No public API is recorded for Every Mother.
What industry is Every Mother in?
Every Mother's product category is Digital Health & Fitness. Its primary akta.pro industry code is HSADAAAH, Pre/Postnatal Personal Training, with a secondary code of HSADAIAG, Pelvic Floor Physical Therapy (Women’s & Men’s Health). Its NAICS code is 62134 and its SIC code is 7372.