What SHRED does

SHRED (Shred Labs, LLC) operates an AI-personalised fitness platform centred on a mobile app for iOS and Android, serving individual strength-training and conditioning consumers as well as corporate wellness buyers. The product pairs a library of coach-built structured programmes (Bulk, Cross-X, Athlete, Signature, Lean-X, Define) and studio-style classes with an Adaptive AI Engine that recommends weights, tempo, rest and equipment substitutions in real time, and a conversational CoachAI layer for in-workout guidance. Underlying platform features include Apple Watch and Apple Health integration, equipment-aware workout rebuilding, and a social layer (friends, challenges, leaderboards, live feed) for accountability.

The company monetises primarily through a freemium subscription (monthly or annual, with a 7-day free trial and discounted tiers for military, first responders, healthcare professionals, teachers, and students), with two secondary revenue streams: a B2B corporate wellness offering (SHRED for Employers) sold via direct sales, and a direct-to-consumer e-commerce store selling nutritional supplements to members. Distribution is led by self-serve product-led growth via the Apple App Store and Google Play, supported by a content-marketing hub and broad organic social presence; the B2B motion uses an enterprise field-sales channel with a dedicated employers page.

Operationally, SHRED is a private Delaware LLC founded in 2018 with 51-100 employees, a legal entity in Delaware, and an operational base in Los Angeles. The company has raised $4M in a single disclosed round in November 2020, reports 2M+ users and 6M+ workouts started, and has earned editorial recognition from Fortune, Apple, PCMag, Good Housekeeping, Garage Gym Reviews, GQ, Rolling Stone and Men's Health.

Name

SHRED

Legal name

Shred Labs, LLC

Website

https://shred.app

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

SHRED is a private consumer fitness company that sells an AI-personalised mobile strength-training app plus supplements and a B2B corporate wellness offering, serving individual gym-goers and home users as well as employer wellness programs.

Ownership category

akta.pro rank

Product category

AI Fitness Coaching Software

NAICS

Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (713940), Sporting and Athletic Goods Manufacturing (33992)

SIC

Services-Membership Sports & Recreation Clubs (7997), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Strength & Conditioning Personal Training (HSADAAAB)

akta.pro secondary industries

Strength & Conditioning / Performance Training (EDALAIAI), Weight Gain & Muscle-Building Nutrition (HSADAFAC)

Keywords

• AI fitness coaching
• Strength training app
• Adaptive workout plans
• Corporate wellness platform
• Sports nutrition supplements

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Premium Subscription: Recurring subscription revenue from premium membership. Free tier with limited access (Classic workout style only) and premium tier with unlimited access to all training programs, classes, and features. Billed monthly or annually with 7-day free trial.
2. Professional Services: Corporate wellness solutions for employers including team challenges, health insights, and custom challenges sold as B2B subscriptions.
3. E-commerce Store: Direct-to-consumer supplement and fitness product sales including Whey Protein, Plant Protein, BCAA Recovery, Creatine Monohydrate, Complete Multivitamin, and Amazing Greens. Members receive up to 50% off pricing.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

SHRED operates a mobile fitness application (iOS and Android) that delivers AI-personalized strength training programs built by elite coaches. The adaptive AI engine recommends weights, tempo, and rest in real time, and rebuilds workouts based on the user's available equipment. The company also sells nutritional supplements (whey protein, plant protein, BCAA, creatine, multivitamin, greens) through its own e-commerce store, and offers a separate corporate wellness solution (SHRED for Employers) for team challenges and aggregated health insights.

Product overview

SHRED is a unified AI-powered fitness platform comprising the SHRED mobile app (iOS and Android) as its core product, supplemented by an e-commerce store selling nutritional supplements (Whey Protein, Plant Protein, BCAA Recovery, Creatine Monohydrate, Complete Multivitamin, Amazing Greens). The app combines coach-built strength training programs (Bulk, Cross-X, Athlete, Signature, Lean-X, Define) with adaptive AI personalization through CoachAI, and offers studio-style classes (HIIT, yoga, cardio, boxing, dance cardio). The platform supports gym and home training through equipment-aware workout adaptation. An enterprise offering (SHRED for Employers) provides corporate wellness solutions with team challenges and leaderboards. Social features include friends, challenges, leaderboards, and live workout feeds for accountability.

Differentiator

Problem solved

Functional benefit

Products and services

• SHRED App AI-personalized fitness and strength-training mobile application for iOS and Android that delivers coach-built training plans, guided workouts, AI weight/tempo/rest recommendations, progress tracking, and studio-style classes (HIIT, yoga, cardio, boxing, dance) for gym and home users. Sold via freemium with monthly or annual premium subscriptions and a 7-day free trial.
• SHRED for Employers Corporate wellness solution offering team engagement through group challenges, team leaderboards, anonymous aggregated health insights, and custom company fitness challenges. Sold via direct B2B subscription to HR and wellness teams.
• SHRED Whey Protein 100% Whey Protein Isolate supplement in chocolate flavor designed to support muscle growth and recovery, sold through the SHRED Store with member-only pricing up to 50% off.
• SHRED Plant Protein Plant-based protein powder with complete amino acid profile for muscle repair and growth, free from dairy, soy, and gluten. Sold through the SHRED Store with member-only pricing.
• BCAA Recovery Post-workout powder blend of branched-chain amino acids and Glutamine for lean muscle support and recovery. Sold through the SHRED Store with member-only pricing.
• Creatine Monohydrate Creatine supplement supporting exercise performance, muscle protein synthesis, and athletic goals. Sold through the SHRED Store with member-only pricing.
• Complete Multivitamin Daily multivitamin with essential vitamins, minerals, B-vitamins, antioxidants, and immune-boosting herbs. Sold through the SHRED Store with member-only pricing.
• Amazing Greens Whole-food blend of organic grasses, superfoods, B-vitamins, botanical extracts, adaptogens, and immune-boosting herbs for comprehensive nutrition. Sold through the SHRED Store with member-only pricing.

Quantifiable outcome

• Over 6 million workouts started by users
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability7 records

Feature6 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hevy: Hevy is a workout tracking and strength training app with social features, customizable routines, and progress analytics. It overlaps directly with SHRED on strength training programs, social accountability, and progress tracking for serious lifters.
• Fitbod: Fitbod is an AI-powered strength training app that generates personalized workout recommendations based on available equipment, muscle recovery, and training history. It is the most direct competitor to SHRED, sharing the same adaptive AI coaching model, equipment-aware workout generation, and gym/home user base.
• Future: Future is a digital personal training app that pairs users with remote coaches and delivers personalized strength and conditioning programs. While Future leans on human coaches rather than pure AI, it competes for the same premium subscription segment seeking structured, results-driven training.
• Freeletics: Freeletics is a global AI-based fitness coaching app offering personalized strength, conditioning, and bodyweight training programs with a freemium subscription model. It competes head-to-head with SHRED in AI-personalized coaching for individuals seeking results-driven training without a human trainer.
• Jefit: Jefit is a long-standing strength training workout tracker and planner with a large exercise database and community features. It is a comparable peer for users seeking structured strength programming, exercise logging, and progress analytics — historically a more utilitarian alternative to SHRED's AI-personalized experience.
• Stronger (by Freeletics): Stronger is Freeletics' dedicated strength training app offering personalized weightlifting programs with AI progression. It targets the same results-driven strength training segment as SHRED with comparable AI personalization and equipment-aware programming.

Emerging players

• Tonal: Tonal is a connected strength training hardware system with AI-powered personal coaching and adaptive resistance. While Tonal requires its $3K+ wall-mounted hardware, it competes for the same premium, AI-driven strength training consumer and represents an emerging premium alternative to app-only solutions like SHRED.

Broad incumbents

• Apple Fitness+: Apple Fitness+ is Apple's subscription workout service integrated with Apple Watch, offering trainer-led classes across strength, HIIT, yoga, and conditioning. As a platform incumbent with privileged Apple Watch integration — the same wearable SHRED relies on — it represents a major competitive threat with bundled distribution and editorial placement advantages.
• Peloton App One: Peloton's standalone app offers strength, yoga, cardio, and outdoor running classes without the bike/treadmill hardware. It is a broad incumbent competing for the same premium digital fitness subscriber, with a strong brand, celebrity trainers, and bundled options for hardware purchasers.
• Nike Training Club: Nike Training Club is a free, broad-based workout app from Nike offering strength, HIIT, yoga, and mobility classes from celebrity trainers. As an incumbent with the Nike brand and substantially larger marketing budget, it competes for the same fitness-conscious consumer segment, though it lacks SHRED's adaptive AI personalization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks3 records

Key highlights7 records

Customer concentration

• Xx.com/shredapp
• YouTubeyoutube.com/@SHREDapp
• Facebookfacebook.com/shredlabs
• Instagraminstagram.com/shred
• TikToktiktok.com/@shred
• LinkedInlinkedin.com/company/shredlabs

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors

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 SHRED