Within (VR/AR)

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.

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

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

• VR fitness apps
• Immersive storytelling
• Augmented reality apps
• Virtual reality experiences
• Interactive VR content

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Supply Chain, Operations

Revenue model

1. VR Content Distribution: Within distributed VR stories from creators globally through their app, monetizing through content licensing and platform partnerships.
2. 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

Core 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

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad 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

• Xx.com/within
• LinkedInlinkedin.com/company/withinunlimited

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

Investors18 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 Within (VR/AR)