Caliber
Caliber (Caliber Fitness Inc.) is a New York-based, D2C fitness coaching company founded in 2017 that delivers science-based personalized training, nutrition, and one-on-one video coaching to individual consumers via a freemium-to-premium subscription model, with a mobile app and integrations to Apple Health, Google Fit, Health Connect, and Strava.
- Company typePrivate
- Founded2017
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Caliber does
Caliber (legal entity Caliber Fitness Inc.) is a New York-based, science-focused fitness coaching company founded in 2017 that sells a personalized training and nutrition program to health-conscious consumers. Members complete a fitness assessment, then receive individualized strength and cardio programming, nutrition guidance, habit coaching, and one-on-one video sessions with certified personal trainers. The company operates a freemium-to-premium funnel: free self-guided workouts drive top-of-funnel acquisition, and the premium tier (priced at $200/month, with a more recent $99/month offering also referenced) unlocks human coaching. The platform includes a mobile app (iOS and Android), a web signup and workout experience at caliberstrong.com, and the proprietary Strength Score metric that tracks muscle-group balance and progress over time; integrations with Apple Health, Google Fit, Google Health Connect, and Strava extend data capture and distribution. Caliber is privately held (no public listing), has 51-100 employees, and has raised a single disclosed $2.2M seed round (October 2020) led by Trinity Ventures with participation from Gaingels and Phoenix Capital Ventures. The company reports its average member achieves at least a 20% improvement in body composition within three months, and "thousands of members" have used the platform since founding. The product is consumer-direct (D2C) with no disclosed enterprise or B2B channel; go-to-market is product-led growth supported by content marketing (blog), organic social, earned media (Forbes, NY Post, Mashable, Barbend, Trustpilot, Garage Gym Reviews), and ecosystem partnerships such as Strava. Caliber is operationally active, headquartered at 360 W 31st Street, New York, and governed by New York state law.
Caliber firmographics
Firmographics- Name
- Caliber
- Legal name
- Caliber Fitness Inc.
- Website
- https://caliberstrong.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Caliber (Caliber Fitness Inc.) is a New York-based, D2C fitness coaching company founded in 2017 that delivers science-based personalized training, nutrition, and one-on-one video coaching to individual consumers via a freemium-to-premium subscription model, with a mobile app and integrations to Apple Health, Google Fit, Health Connect, and Strava.
- Ownership category
- akta.pro rank
Caliber industry classification
Industry- Product category
- Online Fitness Coaching
- NAICS
- Sports and Recreation Instruction (611620)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Strength & Conditioning Personal Training (HSADAAAB)
- akta.pro secondary industries
- Strength & Conditioning / Athletic Performance Training (HSADAEAB), Sports Psychology & Mental Performance Coaching (HSADAEAH)
Keywords
Where Caliber is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Caliber business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Premium Human Coaching Subscription: Monthly subscription providing access to human coaches for personalized fitness coaching, one-on-one video sessions, customized training plans, and nutrition guidance. The premium tier converts free users to paid subscribers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free self-guided workouts with access to basic training content and workout logging |
| Subscription | Monthly | Premium human coaching subscription with personalized plans and one-on-one video coaching |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Caliber product offering
Product offeringCore offering
Caliber is a science-based fitness coaching program that combines data-driven strength and nutrition programming with one-on-one video coaching from certified personal trainers. Members receive personalized training plans, habit coaching, and progress tracking through a proprietary Strength Score metric, delivered via web and mobile apps with a freemium model and a premium human coaching subscription at $200/month.
Product overview
Caliber is a science-based fitness coaching platform that offers a comprehensive ecosystem of products: a core Caliber Fitness Program combining personalized training, nutrition guidance, and habit coaching; a Premium Coaching add-on providing one-on-one human trainer access; a mobile Workout App for iOS and Android enabling workout logging and trainer communication; and proprietary features like Strength Score for tracking muscular balance. The platform integrates with health data sources (Apple Health, Google Fit, Health Connect) and fitness platforms (Strava) to provide a unified fitness tracking and coaching experience.
Differentiator
Problem solved
Functional benefit
Brands
- Caliber Strong: The main brand website and platform for the science-based fitness coaching program
Products and services
- Caliber Fitness Program A science-based fitness coaching program that helps members build muscle and lose weight through data-driven fitness and nutrition programming, one-on-one video coaching, and personalized training plans. The average member achieves at least a 20% improvement to body composition within 3 months. Targeted at individual consumers seeking measurable fitness results.
- Caliber Premium Coaching Premium human coaching subscription priced at $200/month (previously reported at $99/month), providing members with one-on-one video coaching, daily motivation, and personalized training plans from certified personal trainers. Includes strength and cardio workouts, nutrition guidance, and habit coaching. Designed for individual consumers who want expert accountability.
- Caliber Workout App Mobile application for iOS and Android that enables workout tracking, progress logging, and direct communication with personal trainers. Collects health and fitness data including steps, calories, weight, body fat, nutrition, and exercise routines. Available to individual consumers.
- Online Personal Trainers One-on-one coaching service that connects Caliber members with certified personal trainers who create personalized training plans, provide daily motivation, and deliver expert guidance through the platform. For individual consumers seeking structured personal training.
Quantifiable outcome
- Average member achieves at least 20% improvement to body composition within 3 months
- +1 more outcomes
Companies that use Caliber
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Caliber technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature5 records
Caliber partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- StravacoreCaliber is one of 14 launch partners for Strava's major strength training update, which includes a new Workout Log for recording sets, reps, and weight, auto-populated muscle maps, and five strength-focused shareables. This integration positions Caliber within Strava's ecosystem of over 195 million users, allowing Caliber users to sync their strength training activities and gain visibility among Strava's fitness community.
Scale indicators4 records
Recent moves5 records
Expansion highlights6 records
Caliber competitors and assessment
Company assessmentDirect peers
- Future: Future offers a near-identical model: free self-guided workouts plus a premium tier of one-on-one video coaching with personalized training plans. Caliber itself is benchmarked against Future as its closest competitive analog in the online personal training subscription space.
Broad incumbents
- Apple Fitness+: Apple Fitness+ delivers on-demand workout video content, trainer-led sessions, and integrations with Apple Watch. It competes for the same consumer fitness subscription wallet share, though it lacks Caliber's personalized human coaching and nutrition guidance.
- Peloton: Peloton is a leading connected fitness platform offering live and on-demand classes across strength, cardio, and yoga. While more hardware-anchored, its app-only subscription competes for the same digital fitness member and overlaps with Caliber's strength-training positioning.
- Tonal: Tonal is a connected strength-training hardware platform with AI-driven coaching and personalized workout programming. It overlaps with Caliber's science-based strength focus but uses hardware plus AI instead of human coaches.
- iFit: iFit offers interactive streaming workouts with personalized training programs across strength, cardio, and treadmill/elliptical content. It competes in the same digital fitness subscription category with structured coaching, though broader in modality than Caliber.
- Noom: Noom is a subscription behavior-change platform with coaching elements, focused on weight loss and habit formation. While more behavior-psychology oriented, it competes for the same consumer willingness-to-pay on health/wellness outcomes.
- Equinox+: Equinox+ is the digital extension of Equinox's premium fitness brand, offering on-demand strength, cardio, and Pilates classes with celebrity trainers. It targets the same premium consumer willing to pay for high-end fitness coaching as Caliber.
Emerging players
- FitnessAI: FitnessAI is an AI-powered strength training app that generates personalized workout plans based on logged performance. It represents the AI-native alternative to human coaching that threatens Caliber's premium human-coaching tier.
- BetterMe: BetterMe provides personalized fitness, nutrition, and habit coaching through a mobile subscription app. It targets similar body-composition and weight-loss outcomes as Caliber but with a more global, AI-assisted model.
Others
- Strava: Strava is both a partner and ecosystem platform where Caliber integrates its strength training features. Strava's 195M+ community is a primary distribution and engagement channel for Caliber, while Strava itself expands into strength training through partners.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Caliber social profiles
Digital presenceCaliber financial estimates
Financial estimateRevenue estimate
Valuation estimate
Caliber leadership team
Management profileNumber of profiles
Profiles4 records
Caliber funding detail
Funding detailFunding overview
Funding rounds1 record
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Caliber 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 Caliber
What does Caliber do?
Caliber is a science-based fitness coaching program that combines data-driven strength and nutrition programming with one-on-one video coaching from certified personal trainers. Members receive personalized training plans, habit coaching, and progress tracking through a proprietary Strength Score metric, delivered via web and mobile apps with a freemium model and a premium human coaching subscription at $200/month.
Is Caliber a public or private company?
Caliber is a private company. It is classified as venture growth investor backed and is currently operating.
When was Caliber founded?
Caliber was founded in 2017. It employs 51 to 100 people.
Where is Caliber based?
Caliber is headquartered in New York, United States, in the North America region.
How does Caliber make money?
One revenue line is on record: premium Human Coaching Subscription.
Who are Caliber's main competitors?
Future is listed as a direct peer. Broad incumbents are Apple Fitness+, Peloton, Tonal, iFit, Noom and Equinox+. Emerging players are FitnessAI and BetterMe. Strava is listed as an others.
Does Caliber have an API?
No public API is recorded for Caliber.
What industry is Caliber in?
Caliber's product category is Online Fitness Coaching. Its primary akta.pro industry code is HSADAAAB, Strength & Conditioning Personal Training, with a secondary code of HSADAEAB, Strength & Conditioning / Athletic Performance Training. Its NAICS code is 611620 and its SIC code is 7997.