What Fitprime does

Fitprime, operated by Checkmoov S.r.l. and founded in Rome in 2016, is an Italy-based B2B corporate wellbeing platform that provides enterprise clients with an integrated ecosystem of employee wellness services. Its product suite spans four core modules — Fitprime Places (sports center access and booking across 3,500+ affiliated centers in Italy), Fitprime Smart (live online fitness classes), Fitprime Therapy (psychological counseling delivered remotely via Google Meet), and Fitprime Nutrition (nutritional consulting with personalized 4-week meal plans) — accessible through a web and mobile application. The company holds the distinction of being the first Italian wellbeing platform with IRES tax deductibility of up to 25%, and its services can be purchased through employer welfare credit.

Fitprime monetizes primarily through subscription-based B2B contracts with corporate HR departments, complemented by pay-as-you-go individual plans (daily entries, entry packages, unlimited multi-gym subscriptions) and voucher-based consulting sessions. Its go-to-market combines direct enterprise sales with dedicated client managers, a self-serve employee experience inside the app, welfare provider channel partnerships, and content-driven demand generation through its Fitprime Magazine and the Horizon newsletter (3,000+ HR subscribers). Customer segments include large multinational enterprises (Accenture, Luxottica, Eni, UniCredit, Bulgari, Nike, Samsung, KPMG, L'Oréal, UniCredit, Sky) and SMEs, with reported enterprise outcomes including 230% higher active lifestyle adoption, 10% increased employee loyalty, and 18% reduced turnover.

Following a 2025 strategic union with global wellbeing platform Wellhub, Fitprime expanded its sports center network to 50,000+ facilities worldwide, while retaining its Italian brand, team, and human-centered service model. The company is privately held with 101–250 employees, has raised approximately $4.65M across five funding rounds (last in January 2021, led by Vertis), and operates from its Rome headquarters under parent entity Checkmoov S.r.l.

Name

Fitprime

Legal name

CheckMoov S.r.l.

Website

https://fitprime.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Fitprime is a Rome-based B2B corporate wellbeing platform that gives enterprise HR departments an integrated employee benefit covering sports center access, online fitness, mental health, and nutrition services. Founded in 2016 and merged with Wellhub in 2025, it serves multinational corporate clients across Italy with tax-deductible welfare programs.

Ownership category

akta.pro rank

Product category

Corporate Wellbeing Platform

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI)

Keywords

• Corporate wellbeing platform
• Employee benefits platform
• Fitness marketplace
• Mental health services
• Sports center access

Headquarters

HQ city

Roma

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Sport Center Access Subscriptions: Users purchase daily entries, entry packages (4/5 or 8/10 entries), or Unlimited plans to access affiliated sports centers. Plans auto-renew monthly. Available for purchase via welfare credit or credit card.
2. Fitprime Therapy & Nutrition Consultations: Professional consulting sessions (50-minute therapy, 30-minute nutrition) purchased as vouchers or included in company plans.
3. Fitprime Smart (Online Fitness): Home workout sessions and online personal training, accessible through the platform as part of subscriptions.
4. Corporate Wellbeing Programs: B2B subscription programs for companies (SMEs and corporates) providing employee wellbeing benefits, including activation support, dedicated client manager, marketing materials, and reporting/KPI monitoring.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels10 records

Core offering

Fitprime operates a corporate wellbeing platform (run by Checkmoov S.r.l.) that aggregates access to 3,500+ sports centers in Italy (and 50,000+ globally through its Wellhub union), 2,500+ online fitness classes, psychological therapy, and nutritional consulting services. The platform is sold primarily as subscription-based wellbeing programs to companies for their employees, with dedicated client managers, activation support, and KPI monitoring. Individual employees can also access sports centers and online classes through self-serve subscriptions purchased with welfare credit or credit card.

Product overview

Fitprime is a corporate employee wellbeing platform operated by Checkmoov S.r.l. that provides a comprehensive ecosystem of wellness services for companies. The platform consists of core service modules including Fitprime Places (sports center access and booking), Fitprime Smart (home workouts with live sessions), Fitprime Therapy (psychological counseling via video), and Fitprime Nutrition (nutritional consulting), supported by content platforms such as Fitprime Magazine and the Horizon newsletter. Following its 2025 union with Wellhub, the platform expanded to offer access to over 50,000 sports centers globally and hundreds of partner wellness apps. Companies can also access team building services and corporate wellbeing assessment tools. The platform integrates with Google Meet for remote consultation services and processes various employee data categories including registration, booking, geolocation, and health-related information (with consent) to deliver personalized wellbeing programs.

Differentiator

Problem solved

Functional benefit

Brands

• Fitprime Places: Service allowing users to access sports centers through booking on the platform
• Fitprime Smart
• Fitprime Therapy
• Fitprime Nutrition

Products and services

• Fitprime Places Service enabling employees of partner companies to search, book, and check in to affiliated sports centers through the platform using unique QR codes. Users can purchase daily entries, entry packages, or unlimited plans.
• Fitprime Smart Web-based platform providing home workout services with live online fitness classes led by personal trainers, accessible through the Fitprime platform.
• Fitprime Therapy Psychological counseling service delivered remotely via Google Meet by licensed psychologists and psychotherapists. Includes a free 20-minute introductory session and subsequent 50-minute paid sessions.
• Fitprime Nutrition Nutritional consulting service offered by nutrition professionals through the platform. Includes 30-minute consultation sessions followed by personalized 4-week meal plans.
• Team Building Services Customized team building experiences for companies including sports tournaments, mindfulness programs, outdoor adventures, and cooking classes, tailored to company needs for improved employee engagement and team cohesion.
• Corporate Wellbeing Survey Data-driven survey tool that helps companies measure employee wellbeing conditions and benchmark against international standards for ESG/CSRD compliance reporting.
• Corporate Wellbeing Assessment Tool Data-driven assessment tool enabling companies to measure employee health and satisfaction with detailed benchmarking comparable to international standards, supporting targeted wellbeing interventions.

Quantifiable outcome

• 230% more active lifestyle adoption among employees using the wellbeing program
• +5 more outcomes

Named customers24 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• WellhubcoreStrategic or Co-development Partner · 1 January 2025Fitprime has merged with Wellhub to create a unified global employee wellbeing platform. The union combines Fitprime's Italian market leadership and human-centered approach with Wellhub's global ecosystem, expanding to 50,000+ sports facilities worldwide. Italian companies gain access to a broader range of mental health, physical activity, nutrition, and personal development services.
• LuxotticaflagshipStrategic or Co-development PartnerPartnership between Luxottica and Fitprime to create the Belluno Wellness Valley initiative, an exemplary model of corporate wellbeing that improved the quality of life for 84% of workers, reduced stress by 55%, and increased sports center participation by 32%.
• AvanadecoreStrategic or Co-development PartnerAvanade (Microsoft-Accenture joint venture) increased employee engagement by 50% through tailor-made Fitprime wellbeing projects and services adapted for remote work environments.
• MSDcoreStrategic or Co-development PartnerMSD activated 49% of its employee population through bespoke wellbeing activities built from listening to employee needs, with events uniting teams across different areas of the company.
• Senza FiltrominorStrategic or Co-development PartnerPartnership with Senza Filtro to produce the 'Al lavoro tutto bene?' podcast series covering leadership, communication, sustainability, and corporate culture topics with expert guests.
• Diego Paciello / Studio ToffolettominorStrategic or Co-development PartnerExpert contributor on welfare and fiscality topics, featured in Horizon newsletter webinars discussing mental wellbeing's impact on absenteeism and brand perception, and fiscal deductibility guidance.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Headspace: Mental wellness platform with a strong B2B channel targeting HR buyers; overlaps with Fitprime Therapy as part of an integrated wellbeing offering.
• Calm Business: Mental health and meditation app with an enterprise tier; comparable to Fitprime Therapy as an employer-sponsored wellness module.
• Tonic (by Telus Health): Corporate wellbeing marketplace aggregating fitness, nutrition, and mental health providers for employer benefit programs; similar aggregator-plus-content model to Fitprime.

Regional players

• OneFit: Multi-gym pass platform with corporate and consumer plans across several European cities; direct functional analogue to Fitprime Places outside Italy.
• Urban Sports Club: European multi-sport aggregator (Germany-led) with corporate plans offering access to partner gyms and studios; comparable subscription model and facility-aggregation mechanics.

Direct peers

• YuLife: UK-based corporate wellbeing platform combining insurance/welfare, gamified activity, and mental health benefits; competes for enterprise wellbeing budget.
• ClassPass: Multi-studio fitness marketplace offering subscription access to gyms and wellness studios; closest direct consumer-side comparable to Fitprime Places.
• Wellhub: Global corporate wellbeing platform that has merged with Fitprime in 2025; offers sports facility access, mental health, and wellness apps to enterprise clients — directly overlapping product and target buyer.

Broad incumbents

• Virgin Pulse: Enterprise wellbeing platform combining activity, mental health, nutrition and analytics for large employers; competes for the same corporate HR budget.
• Gympass: Pre-merger name of Wellhub's global business and the established global incumbent in corporate fitness benefits; same multi-gym aggregator model sold to enterprise HR.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@fitprime
• LinkedInlinkedin.com/company/fitprime
• Instagraminstagram.com/fitprimeofficial
• Xx.com/fitprime_com

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds5 records

Investors5 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 Fitprime