GoJoe

What GoJoe does

GoJoe is a Liverpool, UK-headquartered B2B SaaS platform that delivers corporate wellness and preventative health engagement through social, gamified fitness. The product is built around a weighted 60+ activity scoring system (designed to be inclusive across fitness levels rather than step-only) layered with team challenges, leaderboards, streaks, badges, missions, and interest-based Clubs. Its modular architecture centers on an Annual Platform hub with add-ons including GoJoe Challenges (one-off events), GoJoe Rewards (a move-to-earn incentive system redeeming points across 3,000+ brands in 150+ countries), GoJoe Locker (a benefits consolidation portal), GoJoe Protect (a Bupa insurance bundle), GoJoe Journeys, and GoJoe Interactive Maps. The underlying technology integrates with Apple Health, Garmin, Fitbit, HUAWEI Health, Health Connect, Strava, Oura Ring, and Google Fit for activity ingestion, supports SSO and HRIS integration with Workday and SAP SuccessFactors for enterprise deployment, and embeds Les Mills' 350+ on-demand fitness classes. A data science partnership with Stanford University underpins the analytics dashboard, and a closed-loop data collaboration with Bupa connects preventative activity to clinical outcomes. GoJoe is ISO 27001 certified and UK GDPR compliant.

The company sells primarily through enterprise field sales with "Request a Demo" and "Book a Zoom" CTAs, targeting HR, benefits, and wellbeing leaders at large employers, while also distributing via Bupa, benefits brokers, EAP providers, and consumer brands. Pricing follows a per-employee-per-month model across three tiers ($1, $4, and $8 pp/pm) with 2x–2.5x reward-value multipliers, supplemented by transaction fees on employer-funded reward pots and professional services for onboarding and integration. Named customers span financial services (NatWest, Coutts, Santander, PayPal), professional services (PwC, EY, DLA Piper, Capita), retail and consumer (Amazon, Diageo, Specsavers, Experian, Tesla), energy and industrials (Centrica, Rolls-Royce), media and telecoms (Sky, Vodafone, Telegraph Media Group), and government/public sector (NHS, Ministry of Defence) — 400+ corporate customers in total. Total disclosed funding across rounds from 2020 through July 2024 is approximately $6.3M, led by Superbet Ventures, Redrice Ventures, Venrex, and Animoca Brands, with co-founders Will Turner and Phil Steele (friends since university in 2003) remaining in leadership.

Name

GoJoe

Legal name

GoJoe App Ltd

Website

https://gojoe.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

GoJoe is a UK-based B2B SaaS platform that uses social, gamified fitness challenges and move-to-earn rewards to drive employee engagement for 400+ enterprise employers including PwC, Amazon, NHS, Rolls-Royce, and NatWest across 180+ countries.

Ownership category

akta.pro rank

Product category

Corporate Wellness Software

NAICS

Insurance and Employee Benefit Funds (5251)

SIC

Services-Facilities Support Management Services (8744)

akta.pro primary industry

Administrative Services Only (ASO) for Employers (HLAEAAAD)

akta.pro secondary industries

Self-Funded Employer Plan TPA (ASO Administration) (HLAEALAA), Self-Funded (ASO) Group Health Plans & Stop-Loss (FSAIAFAB)

Keywords

• Corporate wellness platform
• Employee fitness engagement
• Social fitness gamification
• Workplace wellbeing software
• Preventative health SaaS

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Enterprise SaaS Subscriptions: Annual or multi-year subscription licenses sold to enterprise clients for corporate wellness programs. Platform tiers include Challenge (one-off team challenges), Reward (annual engagement platform), and Protect (Bupa insurance integration). Pricing tiers based on per-employee-per-month models with different reward value levels.
2. Move-to-Earn Rewards Administration: GoJoe administers reward budgets on behalf of employers. Employers pre-fund reward pots, and GoJoe takes a portion as administration fee. The platform provides 2x-2.5x value multiplier, creating perceived value while generating margin.
3. Professional Services: Customer success team handles technical setup, onboarding, challenge configuration, and ongoing support. Implementation services for SSO/HRIS integrations and custom branding for enterprise clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

GoJoe is a B2B SaaS corporate and employee wellness platform that combines social fitness, gamification, and move-to-earn rewards. It sells annual subscription licenses to enterprises that drive ~90% workforce participation through team-based challenges, weighted activity scoring across 60+ activity types, a rewards catalog of 3,000+ brands, and a data/analytics dashboard developed with Stanford University. Modular add-ons bundle Bupa health insurance integration, on-demand Les Mills fitness classes, a benefits consolidation hub (GoJoe Locker), and HRIS/SSO integration for enterprise deployment.

Product overview

GoJoe is a corporate and employee wellness platform combining social fitness, gamification, and data-driven health insights. The platform operates on a unified core architecture with an annual engagement platform as the central hub, supplemented by modular add-ons. The core Annual Platform covers team challenges, rewards, data reporting, clubs, journeys, and interactive maps — all driven by a gamification layer of streaks, missions, badges, and leaderboards. Modular add-ons include GoJoe Challenges (one-off events), GoJoe Protect / GoJoe x Bupa (insurance bundle), GoJoe Locker (benefits consolidation hub), GoJoe Rewards (move-to-earn incentive system with 3,000+ brand redemption), and Les Mills Partnership (350+ on-demand fitness classes). A consumer-facing variant, GoJoe for Play, extends the platform to individual users outside the workplace context. The platform integrates with major fitness wearables (Apple Health, Fitbit, Garmin, Health Connect, Strava, Oura Ring, Google Fit), supports SSO and Workday HRIS integration for enterprise clients, and is backed by a data science partnership with Stanford University. GoJoe is available in 180+ countries, supports 35+ languages, and operates on a B2B SaaS model with employer-subsidised or individual subscription options.

Differentiator

Problem solved

Functional benefit

Brands

• GoJoe Locker: A benefits hub to connect health and wellbeing offerings, allowing employers to consolidate fragmented wellbeing strategies and add health apps and offerings in one portal.
• GoJoe Rewards
• GoJoe Clubs

Products and services

• GoJoe Annual Platform Year-round B2B SaaS health and fitness benefit platform for enterprises, covering team challenges, rewards, data reporting, clubs, and journeys. Drives ongoing engagement through gamification, behaviour-linked rewards, and a social layer to sustain participation beyond one-off events.
• GoJoe Challenges One-off, modern, inclusive team-based corporate challenges featuring 60+ weighted activity types and real-time leaderboards, sold as standalone engagement events to enterprise clients.
• GoJoe Protect (GoJoe x Bupa) Insurance bundle pairing GoJoe's preventative health engagement platform with Bupa health insurance, offered at discounted rates to policyholders. Closes the data loop between daily activity and clinical outcomes to help organisations predict, measure, and reduce health claims.
• GoJoe Rewards Move-to-earn rewards platform where employees earn points through physical activity and redeem them across 3,000+ brands in 150+ countries. Includes Lifestyle Spending Accounts (LSAs) and Spot Rewards for instant recognition, with a double-value model delivering 2x+ reward value per £1/$1 invested by the employer.
• GoJoe Locker Benefits hub that consolidates an organisation's entire health and wellbeing offering (health insurance, EAPs, mental health support, Virtual GPs) into a single portal accessible within the GoJoe app.
• GoJoe Data & Reporting Real-time analytics dashboard providing employers with participation rates, activity trends, engagement patterns, and reward redemption data. Includes proprietary wellbeing surveys, segmentation by team/department/location, and month-over-month programme performance tracking, developed in collaboration with Stanford University.
• GoJoe Clubs Interest-based communities within GoJoe where employees create and join groups around shared activities (running, cycling, yoga, mindfulness, etc.), with dedicated chat groups, social feeds, event coordination, and activity leaderboards.
• GoJoe Journeys Structured goal-oriented programmes enabling employees to join groups and work towards shared health objectives as a community, complementing challenges with longer-term behavioural change pathways.
• GoJoe Interactive Maps Interactive map feature tracking team routes and journeys, encouraging participation through destination-oriented activities.
• Les Mills Partnership (GoJoe Premium) Partnership providing GoJoe Premium users unlimited access to 350+ Les Mills on-demand fitness classes (BODYCOMBAT, BODYPUMP, RPM, BODYATTACK, BODYBALANCE, THE TRIP, LES MILLS SPRINT, etc.) streamed directly within the GoJoe app.
• GoJoe Calculator Dynamic cost calculator tool enabling organisations to estimate potential savings from reduced absenteeism and healthcare costs by deploying GoJoe.
• GoJoe for Play Consumer-facing version of GoJoe for individual use outside of the workplace context, positioned as 'the only social fitness app for work and play' for personal fitness engagement.

Quantifiable outcome

• 400% increase in activity levels among previously inactive users
• +11 more outcomes

Named customers23 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature8 records

Partnerships

Nine partnerships are on record, tiered flagship and core.

• BupaflagshipStrategic or Co-development PartnerMajor strategic partnership combining GoJoe's preventative health engagement with Bupa's medical insurance. GoJoe is offered at discounted rates to Bupa policyholders. Data integration enables connecting preventative activity to clinical outcomes for predictive health cost modeling. Coming in 2026: expanded data loop collaboration.
• Les MillscoreTechnology or IntegrationPartnership provides GoJoe Premium users unlimited access to 350+ Les Mills workout classes including BODYCOMBAT, BODYPUMP, RPM, BODYBALANCE, SPRINT, and more. Content streams directly through the GoJoe app for home, office, or on-the-go workouts.
• Stanford UniversitycoreStrategic or Co-development PartnerData science collaboration with Stanford University provides scientifically validated health insights for GoJoe's analytics dashboard. Validates the company's claims about health outcomes and provides research-backed credibility.
• Apple HealthcoreTechnology or IntegrationWearable data integration allowing GoJoe users to sync step counts, activity records, heart rate, and other fitness data from Apple devices.
• GarmincoreTechnology or IntegrationWearable integration enabling automatic activity tracking from Garmin fitness devices and syncing to GoJoe platform.
• FitbitcoreTechnology or IntegrationWearable data integration with Fitbit devices for comprehensive activity and health metrics tracking within GoJoe.
• Health ConnectcoreTechnology or IntegrationAndroid health data platform integration enabling GoJoe to aggregate fitness data from multiple sources via Health Connect API.
• WorkdaycoreTechnology or IntegrationHRIS integration enabling enterprise clients to embed GoJoe into existing Workday workflows for seamless employee onboarding and data synchronization.
• SuccessFactors (SAP)coreTechnology or IntegrationEnterprise HR platform integration allowing GoJoe deployment within SAP SuccessFactors ecosystem for large corporate clients.

Scale indicators15 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Limeade: Enterprise employee wellbeing platform combining wellness, engagement surveys, and inclusion programs. Targets the same HR buyer as GoJoe with overlapping challenge/rewards functionality.
• Wellable: Corporate wellness platform offering wellness challenges, rewards, and content libraries to employers — directly comparable to GoJoe's challenges, rewards, and content modules.
• Virgin Pulse: One of the largest corporate wellness SaaS platforms globally, offering challenges, biometric screening, and benefits navigation to enterprise employers — the most direct head-to-head competitor to GoJoe in the B2B wellness space.
• MoveSpring: Step and activity challenge platform for corporate wellness programs. Competes directly with GoJoe Challenges on the team-based fitness engagement use case for HR buyers.
• Perkbox: UK-based employee benefits and engagement platform offering rewards, wellbeing, and recognition. Geographic peer with overlapping employee rewards and wellbeing positioning for UK and European employers.
• Wellsteps: Corporate wellness solution offering challenges, screenings, and incentive programs. Targets the same mid-market and enterprise employer segments as GoJoe.

Broad incumbents

• Personify Health (formerly Virgin Pulse): Large-scale corporate wellness and benefits navigation platform serving many Fortune 500 employers. Represents the scale leader that GoJoe must displace to win large enterprise deals.
• Headspace for Work: Mental health and mindfulness-focused wellbeing platform sold to enterprise employers. Competes for the same HR wellbeing budget but with a meditation-first content angle rather than GoJoe's fitness-first approach.
• Calm Business: Enterprise subscription tier of the Calm meditation app, sold to HR teams as an employee wellbeing benefit. A broader-incumbent competitor in the employer wellbeing category.

Emerging players

• YuMuuv: Team-based fitness challenge platform with social leaderboards and corporate challenges — narrower scope than GoJoe but directly comparable on the team-challenge engagement model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/readysetgojoe
• Facebookfacebook.com/readysetgojoe
• LinkedInlinkedin.com/company/readysetgojoe
• Instagraminstagram.com/readysetgojoe
• TikToktiktok.com/@readysetgojoe

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds4 records

Investors7 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 GoJoe