28
- Company typePrivate
- Founded2022
- HeadquartersMiami, United States
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
28 firmographics
Firmographics- Name
- 28
- Legal name
- 28 Wellness, LLC
- Website
- https://28byevie.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
28 industry classification
Industry- Product category
- Femtech Wellness & Fitness Apps
- akta.pro primary industry
- Online/Remote Personal Training & Programming (HSADAAAM)
Keywords
Where 28 is headquartered
LocationHeadquarters
- HQ city
- Miami
- HQ country
- United States
- HQ region
- North America
Markets served
28 business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Mobile App Subscriptions: 28 operates primarily as a mobile app (available on iOS and Android) with a freemium model. Users can join for free with premium features available through subscription. Additional revenue is generated through merchandise sold via the in-app Shop.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
28 product offering
Product offeringCore offering
28 provides a mobile wellness application that personalizes workout programming and nutritional guidance to the four phases of a user's menstrual cycle. Users enter their last period date and receive phase-specific training routines, nutrition recommendations, and cycle tracking. The core app is supported by the 28 Method program, the 28 Collective community, and an integrated Shop for branded merchandise.
Product overview
28 is a femtech company offering a unified wellness platform centered on menstrual cycle-based workouts and nutritional advice. The core product is the 28 Mobile App, which integrates cycle tracking with personalized workout and nutrition programs. The offering extends to the 28 Method (a structured wellness approach), 28 Collective (a community component), and a Shop for merchandise. The company operates under the corporate name 28 Wellness, LLC.
Differentiator
Problem solved
Functional benefit
Products and services
- 28 Mobile App
- 28 Method
- 28 Shop
Companies that use 28
Customer profileSegments2 records
Ideal customer profiles1 record
28 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
28 partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
28 competitors and assessment
Company assessmentDirect peers
- Future: Future is a digital personal training app that pairs users with coaches for customized remote programming. It is a direct peer to 28 on the personalized remote training side and competes for the same digitally-engaged consumer willing to pay for tailored programming.
- Clue: Clue is a Berlin-based femtech app focused on cycle tracking with growing wellness and educational content. It directly competes with 28 for cycle-aware women and has similar brand positioning around evidence-based cycle intelligence.
- Flo Health: Flo Health operates Flo, the largest period-tracking and women's health app globally. It is the closest direct peer to 28, with overlapping target users (cycle-aware women) and an expanding feature set into wellness insights, making it a likely competitive threat as Flo adds cycle-phase guidance.
Broad incumbents
- Noom: Noom is an established weight-management app using personalization, coaching, and psychology. It overlaps with 28 on personalized nutrition and behavior-change coaching for women, though Noom's positioning is weight-loss rather than cycle-based.
- Apple Fitness+: Apple Fitness+ is Apple's subscription workout platform integrated across iPhone, iPad, and Apple TV. With substantial resources and built-in distribution via Apple devices, it is a significant incumbent threat to fitness apps like 28.
- Strava: Strava is the leading fitness tracking app for runners, cyclists, and athletes. It competes for the same digitally engaged fitness audience as 28 and could add cycle-phase training recommendations as a feature extension.
- MyFitnessPal: MyFitnessPal is the dominant calorie and nutrition tracking app with a massive user base. It competes broadly with 28 on nutrition tracking and is a likely fast-follower if cycle-phase nutrition guidance gains mainstream traction.
Emerging players
- Oura: Oura produces a smart ring that includes cycle-phase insights and readiness scores. It overlaps with 28 on cycle-based wellness intelligence and represents an adjacent wearable-driven approach to the same user need.
- FitOn: FitOn is a free, ad-supported fitness app offering workouts and wellness content with celebrity trainers. It competes with 28 for free-tier users and represents a low-cost alternative that could erode 28's freemium funnel.
Others
- Headspace: Headspace is a leading consumer wellness and meditation app. It is thematically adjacent to 28 as a wellness subscription platform, though its core offering (mindfulness) does not directly overlap with cycle-based fitness programming.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
28 social profiles
Digital presence28 financial estimates
Financial estimateRevenue estimate
Valuation estimate
28 leadership team
Management profileNumber of profiles
28 funding detail
Funding detailFunding overview
Funding rounds1 record
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
28 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 28
What does 28 do?
28 provides a mobile wellness application that personalizes workout programming and nutritional guidance to the four phases of a user's menstrual cycle. Users enter their last period date and receive phase-specific training routines, nutrition recommendations, and cycle tracking. The core app is supported by the 28 Method program, the 28 Collective community, and an integrated Shop for branded merchandise.
Is 28 a public or private company?
28 is a private company. It is classified as venture growth investor backed and is currently operating.
When was 28 founded?
28 was founded in 2022. It employs 1 to 10 people.
Where is 28 based?
28 is headquartered in Miami, United States, in the North America region.
How does 28 make money?
One revenue line is on record: mobile App Subscriptions.
Who are 28's main competitors?
Direct peers on record are Future, Clue and Flo Health. Broad incumbents are Noom, Apple Fitness+, Strava and MyFitnessPal. Emerging players are Oura and FitOn. Headspace is listed as an others.
Does 28 have an API?
No public API is recorded for 28.
What industry is 28 in?
28's product category is Femtech Wellness & Fitness Apps. Its primary akta.pro industry code is HSADAAAM, Online/Remote Personal Training & Programming.