Within (VR/AR)
Within was a VR/AR media company behind the Supernatural VR fitness app and the original Within storytelling platform; following Meta's acquisition and subsequent 2026 spin-off, it now operates as independent Supernatural Health, targeting consumer fitness subscribers across multiple VR headsets.
- Company typePrivate
- Founded2016
- HeadquartersLos Angeles, United States
- Headcount51–100
- GTM typeB2C
- OfferingSoftware
What Within (VR/AR) does
Within (Within Heritage LLC) was a Los Angeles-based virtual reality and augmented reality media and technology company founded in 2016 by Chris Milk and Aaron Koblin. It built the Within app (originally called VRSE), a distribution platform for immersive VR storytelling that launched on 10 different VR headset platforms and featured documentaries, multiplayer interactive experiences (Life of Us, Chorus, Lambchild Superstar), and creator content sourced from five continents. The company also developed Wonderscope, an augmented reality reading app for children, before pivoting toward fitness with Supernatural, a VR workout experience that combines coach-led sessions, music-based boxing and target-smashing mechanics, and visits to global virtual destinations on Meta Quest hardware.
The company's commercial engine was Supernatural, distributed as a subscription fitness application through Meta's Quest and Horizon Store ecosystems. Following Meta's approximately $400 million acquisition of Within after an FTC antitrust battle, the Within app was discontinued in February 2023 and the team focused exclusively on Supernatural. In January 2026, Meta shut down its internal VR studios and spun Supernatural off as an independent company called Supernatural Health, returning the asset to original founders Chris Milk and Aaron Koblin. The relaunched entity plans to rebuild Supernatural as a multi-platform product for a Fall 2026 release.
Within's primary customer segment was VR fitness enthusiasts (Supernatural Athletes), served through a consumer subscription model, with secondary audiences for VR storytelling consumers and families using Wonderscope. Distribution relied almost entirely on Meta's VR hardware installed base, creating a single-platform dependency that the planned multi-platform relaunch is intended to address.
Within (VR/AR) firmographics
Firmographics- Name
- Within (VR/AR)
- Legal name
- Within Heritage LLC
- Website
- https://with.in
- Company type
- Private
- Founded year
- 2016
- Operating status
- Acquired
- Headcount range
- 51–100 employees
- Short description
- Within was a VR/AR media company behind the Supernatural VR fitness app and the original Within storytelling platform; following Meta's acquisition and subsequent 2026 spin-off, it now operates as independent Supernatural Health, targeting consumer fitness subscribers across multiple VR headsets.
- Ownership category
- akta.pro rank
Within (VR/AR) industry classification
Industry- Product category
- VR/AR Immersive Applications
- NAICS
- Other Amusement and Recreation Industries (7139), Fitness and Recreational Sports Centers (71394), Independent Artists, Writers, and Performers (7115)
- SIC
- Services-Motion Picture & Video Tape Production (7812), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- VR/AR Gaming Platforms (BPAMAKAG)
- akta.pro secondary industries
- Immersive/Interactive Animation (AR/VR/Real-Time) (MPAHACAN), VR/AR/XR Game Studios (MPAFAAAE)
Keywords
Where Within (VR/AR) is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Within (VR/AR) business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Supply Chain, Operations
Revenue model
- VR Content Distribution: Within distributed VR stories from creators globally through their app, monetizing through content licensing and platform partnerships.
- Supernatural VR Fitness Subscription: Supernatural operates as a VR workout app with coach-led sessions and music-based fitness experiences, likely utilizing a subscription model similar to other VR fitness applications.
Go-to-market motion3 records
Distribution channels2 records
Marketing channels4 records
Within (VR/AR) product offering
Product offeringCore offering
Within is a virtual reality and augmented reality media and technology company that develops and distributes immersive VR/AR applications. Its flagship product, Supernatural, is a VR fitness experience that places users in global virtual destinations with real coaches and music-based boxing and target-smashing workouts. The company previously operated the Within app (originally VRSE), an immersive VR storytelling platform featuring documentaries, surreal adventures, and multiplayer interactive experiences, as well as Wonderscope, an AR reading app for children.
Product overview
Within started as a VR storytelling company with the Within app (originally VRSE), distributing immersive documentaries and interactive adventures across multiple VR platforms. The company later experimented with multiplayer VR experiences like Life of Us, Chorus, and Lambchild Superstar, and created Wonderscope, an AR reading app for kids. The pivotal shift came when Within developed Supernatural, a VR fitness experience combining virtual global destinations with real coaches and music-based exercise. Meta acquired Within for approximately $400 million and later spun it off as an independent company called Supernatural Health, with plans to relaunch in Fall 2026. The original Within app was discontinued in February 2023, and the company now focuses exclusively on Supernatural.
Differentiator
Problem solved
Functional benefit
Brands
- Supernatural: VR fitness application that uses Meta Quest and virtual reality to provide workout experiences with coaches and music.
- Wonderscope
Products and services
- Supernatural VR fitness and wellness experience that uses Meta Quest and virtual reality to transport users to breathtaking global destinations, pairing them with real-life coaches for music-based boxing and target-smashing workouts designed to make exercise engaging through gamification. Targeted at VR headset-owning consumers seeking immersive fitness alternatives to traditional gym routines.
- Within App (VRSE) Original immersive VR storytelling platform that distributed documentaries of human perseverance and courage, surreal immersive adventures, and interactive experiences from creators across five continents. Launched on 10 different VR headset platforms and reached millions of users. Discontinued in February 2023 as the company refocused on Supernatural.
- Wonderscope Augmented reality reading app for children that combined interactive storytelling with AR technology to create immersive literary experiences, engaging kids in reading through AR-powered interactive narratives.
- Life of Us Multiplayer interactive VR story experience that enabled users to share immersive interactive adventures together, representing Within's experimentation with social VR storytelling on the Within platform.
- Chorus Multiplayer interactive VR adventure experience created by Within that enabled shared immersive storytelling between users, part of the Within app's social VR content library.
- Lambchild Superstar Multiplayer interactive VR experience featuring surreal immersive adventure content created by Within for shared social VR experiences on the Within platform.
Quantifiable outcome
- Over millions of people used the Within app throughout its history
- +2 more outcomes
Companies that use Within (VR/AR)
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Within (VR/AR) technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Within (VR/AR) partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights4 records
Within (VR/AR) competitors and assessment
Company assessmentBroad incumbents
- Meta Quest (Reality Labs): Meta Quest is the dominant consumer VR hardware platform and Within's former parent company. As the operator of the Quest ecosystem and Horizon Store, Meta is both a critical distribution channel and a competitor through its first-party VR apps.
- Sandbox VR: Sandbox VR operates location-based VR entertainment centers offering multiplayer immersive experiences. While venue-based rather than at-home, they compete in the broader consumer immersive entertainment category where Supernatural operates.
- Apple Vision Pro / visionOS: Apple Vision Pro is the premium mixed reality platform launched by Apple. As an emerging VR/AR platform, it represents a major distribution opportunity for Supernatural Health's multi-platform relaunch strategy.
Emerging players
- Tripp: Tripp is a VR wellness and meditation app offering immersive mental health and mindfulness experiences on Meta Quest. They overlap with Supernatural in the VR wellness category, focusing on mind-body experiences rather than fitness.
Direct peers
- FitXR: FitXR is a leading VR fitness app on Meta Quest offering boxing, dance, and HIIT workouts with coach-led sessions. It is the most direct competitor to Supernatural in the immersive fitness category with similar subscription-based VR workout experiences.
- Resolution Games: Resolution Games is a VR game studio developing multiplayer immersive experiences for Quest and other VR platforms. They share the same VR content development DNA as Within, with a focus on social and interactive VR experiences.
- Beat Games: Beat Games developed Beat Saber, the flagship VR rhythm game owned by Meta following acquisition. While more gaming-focused than Supernatural, Beat Saber represents the same music-based, target-smashing VR workout format on Meta Quest and competes for the same VR fitness user.
- Felix & Paul Studios: Felix & Paul Studios is a VR/AR immersive content studio specializing in cinematic VR documentaries and experiences. They are a direct peer to Within's original VRSE storytelling platform with similar creator-driven VR content distribution.
- nDreams: nDreams is a UK-based VR game studio developing premium VR games and experiences for PlayStation VR2, Meta Quest, and other platforms. They are comparable as a VR-native content developer building immersive games and experiences for multiple VR headsets.
- Owlchemy Labs: Owlchemy Labs is a VR game studio (acquired by Google) known for Vacation Simulator and Job Simulator. They are a comparable VR-native content studio focused on immersive interactive experiences across multiple VR platforms.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Within (VR/AR) social profiles
Digital presenceWithin (VR/AR) financial estimates
Financial estimateRevenue estimate
Valuation estimate
Within (VR/AR) leadership team
Management profileNumber of profiles
Profiles3 records
Within (VR/AR) funding detail
Funding detailFunding overview
Funding rounds3 records
Investors18 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Within (VR/AR) 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 Within (VR/AR)
What does Within (VR/AR) do?
Within is a virtual reality and augmented reality media and technology company that develops and distributes immersive VR/AR applications. Its flagship product, Supernatural, is a VR fitness experience that places users in global virtual destinations with real coaches and music-based boxing and target-smashing workouts. The company previously operated the Within app (originally VRSE), an immersive VR storytelling platform featuring documentaries, surreal adventures, and multiplayer interactive experiences, as well as Wonderscope, an AR reading app for children.
Is Within (VR/AR) a public or private company?
Within (VR/AR) is a private company. It is classified as unknown and is currently acquired.
When was Within (VR/AR) founded?
Within (VR/AR) was founded in 2016. It employs 51 to 100 people.
Where is Within (VR/AR) based?
Within (VR/AR) is headquartered in Los Angeles, United States, in the North America region.
How does Within (VR/AR) make money?
Two revenue lines are on record. VR Content Distribution is the primary driver. The others are supernatural VR Fitness Subscription.
Who are Within (VR/AR)'s main competitors?
Broad incumbents on record are Meta Quest (Reality Labs), Sandbox VR and Apple Vision Pro / visionOS. Tripp is listed as an emerging player. Direct peers are FitXR, Resolution Games, Beat Games, Felix & Paul Studios, nDreams and Owlchemy Labs.
Does Within (VR/AR) have an API?
No public API is recorded for Within (VR/AR).
What industry is Within (VR/AR) in?
Within (VR/AR)'s product category is VR/AR Immersive Applications. Its primary akta.pro industry code is BPAMAKAG, VR/AR Gaming Platforms, with a secondary code of MPAHACAN, Immersive/Interactive Animation (AR/VR/Real-Time). Its NAICS code is 7139 and its SIC code is 7812.