FitOn
- Company typePrivate
- Founded2015
- HeadquartersLos Angeles, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingSoftware
FitOn firmographics
Firmographics- Name
- FitOn
- Legal name
- FitOn Inc.
- Website
- https://fitonapp.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
FitOn industry classification
Industry- Product category
- Digital Fitness and Wellness Platform
- NAICS
- Offices of Physical, Occupational and Speech Therapists, and Audiologists (621340), Diet and Weight Reducing Centers (812191)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)
- akta.pro primary industry
- Weight Loss & Body Transformation Training (HSADAAAC)
Keywords
Where FitOn is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
FitOn business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Freemium Subscription (FitOn PRO): Core app is free with basic features. FitOn PRO subscription provides premium content including exclusive fitness programs, meal plans, unlimited offline downloads, premium music, and TV casting. Billed monthly or annually.
- In-app Purchases: Additional products, services, or subscriptions available for purchase within the application.
- Corporate Wellness Sponsorship (FitOn Health): Employers pay to sponsor FitOn PRO for employees. FitOn Health+ tier provides unlimited access to condition and care management courses for sponsored employees.
- Third-party Advertising: The privacy policy indicates the company uses advertising partners for remarketing and display advertising on third-party websites.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free tier with basic workout access |
| Subscription | Monthly | FitOn PRO premium subscription |
| Subscription | Annual | FitOn Health corporate sponsorship |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
FitOn product offering
Product offeringCore offering
FitOn operates a digital wellness platform that provides free and premium video-based fitness, meditation, and nutrition content to consumers via mobile apps, and extends into employer-sponsored corporate wellness (FitOn Health/Health+) and virtual care services (FitOn Care) including weight loss coaching, registered dietitian consultations, digital rehab, and virtual physical therapy. The platform monetizes through FitOn PRO subscriptions, employer sponsorships, in-app purchases, and advertising.
Product overview
FitOn operates as a multi-tiered digital wellness platform comprising a free core fitness app, a premium FitOn PRO subscription, and two enterprise offerings: FitOn Health (corporate wellness) and FitOn Health+. The platform also extends into virtual healthcare services through FitOn Care, which bundles Weight Loss Companion, Virtual Registered Dietitian, Digital Rehab, and Virtual Physical Therapy programs. FitOn Courses provide structured programming across fitness, nutrition, mindfulness, and chronic condition management.
Differentiator
Problem solved
Functional benefit
Brands
- FitOn Health: Corporate wellness platform providing employee wellness programs with exclusive fitness programs, meal plans, and condition management courses.
- FitOn Care
- FitOn PRO
Products and services
- FitOn (Core App) Free digital fitness and wellness platform offering unlimited access to workout videos, meditation sessions, and nutrition content for individual consumers. Features workouts from celebrity trainers covering cardio, yoga, strength, pilates, and toning, with no equipment required.
- FitOn PRO Premium subscription tier offering personalized meal plans, 500+ exclusive recipes, unlimited offline downloads, premium music, and TV casting for individual consumer subscribers.
- FitOn Health Corporate wellness platform providing employers with sponsored access to exclusive fitness programs, meal plans, unlimited offline downloads, Fitbit and Garmin integration, FitOn Party social workouts, premium music, and TV casting for their employees.
- FitOn Health+ Extended corporate wellness tier providing unlimited access to condition and care management courses covering diabetes, heart health, MSK, fall prevention, and sleep management programs in addition to standard FitOn Health features.
- FitOn Care Virtual healthcare services platform offering Weight Loss Companion program, Virtual Registered Dietitian services, Digital Rehab program, and Virtual Physical Therapy sessions with licensed providers via secure video sessions, often covered by insurance including Medicare.
- FitOn Courses Guided fitness and wellness courses including Total Shred, Ultimate 30-Day HIIT, The Power of Yoga, Reprogram Your Diet, Heart-Healthy Weight Loss, Better Sleep 101, and others targeting specific health conditions and goals.
Quantifiable outcome
- 15 million+ members have joined the platform
- +1 more outcomes
Companies that use FitOn
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
FitOn technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature4 records
FitOn partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- HealthFitnesscoreHealthFitness announced partnership with FitOn Health to expand corporate wellness offerings. HealthFitness is a health management company that integrates FitOn Health into their wellness platform for employer clients.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
FitOn competitors and assessment
Company assessmentDirect peers
- Peloton: Connected fitness platform offering subscription-based workout classes across multiple modalities. Directly comparable to FitOn's streaming fitness model, though Peloton historically also bundles hardware.
- Nike Training Club: Nike's free and premium fitness app offering guided workouts from celebrity trainers and coaches. Closely mirrors FitOn's freemium model and celebrity-trainer-led content library across strength, yoga, and cardio.
- Daily Burn: Subscription streaming fitness service with a wide library of workout classes across modalities. Directly comparable video-class model and consumer subscription pricing to FitOn PRO.
- Calm: Leading meditation, sleep, and wellness subscription app. Closely comparable to FitOn's mindfulness, meditation, and sleep-course offerings within the wellness content category.
- Headspace: Subscription mindfulness and mental wellness platform with both consumer and employer/B2B offerings. Highly comparable to FitOn on the meditation/wellness content side and on the B2B employer distribution motion.
- ClassPass: Subscription platform giving users access to fitness classes across studios and digital content. Comparable fitness-discovery and multi-modal subscription model, with overlap on digital workout streaming.
- Hinge Health: Digital musculoskeletal clinic offering virtual physical therapy and rehab programs covered by employers and health plans. Directly comparable to FitOn Care's Digital Rehab and Virtual PT offering within the employer-sponsored clinical channel.
- Sword Health: Virtual MSK care platform delivering digital physical therapy to employers and health plans. Direct comparator to FitOn Care's MSK and Virtual PT programs in the reimbursed digital health category.
Broad incumbents
- Apple Fitness+: Apple's subscription fitness and wellness service offering trainer-led workouts and meditation. Overlaps directly with FitOn's video workout and mindfulness content but is bundled within Apple's broader hardware and services ecosystem.
Emerging players
- Aaptiv: Audio- and video-based fitness subscription app with trainer-led workouts and corporate wellness offerings. Comparable on subscription fitness content and B2B employer sponsorship model, though smaller in scale than FitOn.
Market position
Strengths5 records
Weaknesses6 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
FitOn social profiles
Digital presenceFitOn compliance and trust
Trust signalCompliance2 records
FitOn financial estimates
Financial estimateRevenue estimate
Valuation estimate
FitOn leadership team
Management profileNumber of profiles
Profiles3 records
FitOn subsidiaries and ownership
Company hierarchySubsidiaries1 record
FitOn funding detail
Funding detailFunding overview
Funding rounds6 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FitOn M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FitOn
What does FitOn do?
FitOn operates a digital wellness platform that provides free and premium video-based fitness, meditation, and nutrition content to consumers via mobile apps, and extends into employer-sponsored corporate wellness (FitOn Health/Health+) and virtual care services (FitOn Care) including weight loss coaching, registered dietitian consultations, digital rehab, and virtual physical therapy. The platform monetizes through FitOn PRO subscriptions, employer sponsorships, in-app purchases, and advertising.
Is FitOn a public or private company?
FitOn is a private company. It is classified as venture growth investor backed and is currently operating.
When was FitOn founded?
FitOn was founded in 2015. It employs 101 to 250 people.
Where is FitOn based?
FitOn is headquartered in Los Angeles, United States, in the North America region.
How does FitOn make money?
Four revenue lines are on record. Freemium Subscription (FitOn PRO) is the primary driver. The others are in-app Purchases, corporate Wellness Sponsorship (FitOn Health) and third-party Advertising.
Who are FitOn's main competitors?
Direct peers on record are Peloton, Nike Training Club, Daily Burn, Calm, Headspace, ClassPass, Hinge Health and Sword Health. Apple Fitness+ is listed as a broad incumbent. Aaptiv is listed as an emerging player.
Does FitOn have an API?
No public API is recorded for FitOn.
What industry is FitOn in?
FitOn's product category is Digital Fitness and Wellness Platform. Its primary akta.pro industry code is HSADAAAC, Weight Loss & Body Transformation Training. Its NAICS code is 621340 and its SIC code is 7997.