28

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

Product category

Femtech Wellness & Fitness Apps

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

Keywords

• Menstrual cycle fitness
• Femtech wellness app
• Cycle-based nutrition
• Personalized workout planning
• Women's health tracking

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. 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

Core 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

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct 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

• Xtwitter.com/28wellness
• YouTubeyoutube.com/channel/UCrvbOGkmNQP_y0XjqPIiUXA
• Facebookfacebook.com/28wellness
• Instagraminstagram.com/28wellness
• TikToktiktok.com/@28wellness
• LinkedInlinkedin.com/company/28-wellness

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors3 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 28