8fit
8fit is a Berlin-based consumer mobile app offering AI-personalized home workouts, customized meal plans, and self-care guidance via a freemium subscription model, serving individual health-conscious consumers globally in six languages as a subsidiary of WITHINGS.
- Company typePrivate
- Founded2014
- HeadquartersBerlin, Germany
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What 8fit does
8fit, operating under the legal entity Urbanite Inc. (Delaware), is a consumer mobile health-and-fitness application company headquartered in Berlin, Germany, founded in 2014. Its core product is the 8fit Mobile App, available on iOS and Android and accessible via web, which combines personalized home workouts (HIIT, cardio boxing, yoga, Pilates), customized meal and nutrition plans tailored to dietary preferences (dairy-free, gluten-free, vegetarian, and allergy-specific exclusions), and self-care content including sleep meditation and stretching. The platform claims AI-driven personalization that adapts workout routines to user goals and progress, integrates with Apple Health Kit and Google Fit for activity and step data sync, and is available globally in six languages with over 30 million cumulative downloads.
The company operates a direct-to-consumer, product-led go-to-market model: users download the app via Apple App Store or Google Play, onboard through a free trial, and convert to Pro subscriptions billed monthly or annually. The revenue model is freemium with recurring Pro subscriptions for premium content and personalization; marketing is driven through content marketing, organic and paid social (Facebook, Instagram, Pinterest, Twitter, YouTube, Taboola), email newsletters via Braze, and app store optimization. Analytics and attribution rely on Adjust, Amplitude, Snowplow (self-hosted), and Google Analytics, while payments are processed through Stripe.
8fit is a wholly-owned subsidiary of WITHINGS, a health technology company known for smart scales and body-metrics hardware, which acquired 8fit's shares and assumed its rights and obligations. Cumulative disclosed funding prior to the acquisition was approximately $9.84 million across seed and Series A rounds (2014–2017), led by Creandum, Eight Roads Ventures, Proxy Ventures, VitaminaK, and IMPACT Accelerator. The company has a reported headcount of 1–10 employees, reflecting a lean post-acquisition operating posture, and serves a horizontal consumer base of individuals seeking holistic fitness, nutrition, and habit-formation support rather than enterprise or clinical customers.
8fit firmographics
Firmographics- Name
- 8fit
- Legal name
- Urbanite Inc.
- Website
- https://8fit.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- 8fit is a Berlin-based consumer mobile app offering AI-personalized home workouts, customized meal plans, and self-care guidance via a freemium subscription model, serving individual health-conscious consumers globally in six languages as a subsidiary of WITHINGS.
- Ownership category
- akta.pro rank
8fit industry classification
Industry- Product category
- Fitness and Wellness Mobile Applications
- NAICS
- Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Online/Remote Personal Training & Programming (HSADAAAM)
- akta.pro secondary industry
- General Personal Training (In-Person & Virtual) (HSADAAAA)
Keywords
Where 8fit is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
8fit business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Pro Subscription: The company offers Pro subscriptions that provide access to additional features including extra workouts and customized meal plans. Subscriptions are available on auto-renewal terms (monthly or annual periods). A free trial is offered to encourage conversion to paid subscribers.
- In-App Purchases: Premium features and content are offered as Pro account upgrades within the application
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free tier with limited access |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
8fit product offering
Product offeringCore offering
8fit operates a single mobile application that delivers personalized home workouts (HIIT, cardio boxing, yoga, Pilates) and customized meal and nutrition plans. The app targets individual consumers seeking sustainable lifestyle changes, offering free basic access and a Pro subscription tier with advanced features. Available globally on iOS, Android, and web, supporting six languages with over 30 million cumulative downloads.
Product overview
8fit is a single unified health and fitness mobile application that combines custom home workouts, personalized meal and nutrition planning, and whole-body health guidance. The core 8fit Mobile App serves as the primary product, offering HIIT training, cardio boxing, yoga, Pilates, meditation, and healthy recipes all in one platform. The app personalizes experiences based on user goals and dietary preferences (including dairy-free, gluten-free, vegetarian options), and features progress tracking for weekly goals.
Differentiator
Problem solved
Functional benefit
Products and services
- 8fit Mobile App A consumer health and fitness mobile application offering efficient home workouts (HIIT, cardio boxing, yoga, Pilates), customized meal plans with dietary preference customization (dairy-free, gluten-free, vegetarian), sleep meditation, stretching guidance, and weekly progress tracking. Available on iOS and Android globally in six languages, targeting individual consumers seeking sustainable healthy lifestyle changes.
Companies that use 8fit
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
8fit technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
AI capability1 record
Feature7 records
8fit partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- WITHINGScore8fit is an affiliated company of WITHINGS, which has purchased the shares for 8fit. WITHINGS shares the same obligations as 8fit regarding user privacy and data protection. This is a parent-subsidiary relationship where WITHINGS owns 8fit.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
8fit competitors and assessment
Company assessmentDirect peers
- Freeletics: AI-driven personalized bodyweight workout coaching app with a freemium-to-Pro subscription model. Closely comparable to 8fit on digital personal training, AI personalization, and global consumer fitness audience.
- MyFitnessPal: Leading nutrition and calorie tracking app with workout functionality, offered under a freemium subscription. Directly competes with 8fit on personalized meal planning and food database capabilities for the same consumer segment.
- BetterMe: Subscription app offering personalized home workouts, meal plans, and weight-loss coaching across global markets. Directly comparable to 8fit on holistic workouts-plus-nutrition, freemium model, and international consumer positioning.
- Noom: Subscription-based weight management and habit-change app combining coaching, nutrition logging, and psychology-based programs. Competes directly with 8fit on the personalized meal planning and lifestyle transformation value proposition.
- Aaptiv: Audio- and video-guided workout subscription app offering personalized training plans across multiple modalities. Similar freemium subscription, content-driven model, and consumer fitness audience to 8fit.
Emerging players
- Calm: Subscription-based meditation, sleep, and self-care app. Overlaps with 8fit's self-care/meditation pillar and shares the wellness subscription model with global consumer reach.
- Headspace: Subscription meditation and mindfulness app with corporate wellness distribution. Comparable to 8fit on the self-care/meditation component and on freemium-to-paid subscription mechanics for consumer wellness.
Broad incumbents
- Fitbit (Google): Wearable fitness hardware and subscription app combining activity tracking, workouts, and premium coaching. Comparable to 8fit on connected fitness integration, and now part of Google, making it a hardware-plus-software analogue to the WITHINGS-8fit pairing.
- Nike Training Club: Global sportswear giant's free workout app offering guided video sessions across multiple modalities. Competes with 8fit's workout library at scale, leveraging Nike's brand and deep content investment.
- adidas Training by Runtastic: Adidas-owned fitness app ecosystem offering guided workouts, training plans, and exercise tracking. Comparable to 8fit on guided home workouts with strong incumbent brand and broader portfolio of fitness tools.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
8fit social profiles
Digital presence8fit financial estimates
Financial estimateRevenue estimate
Valuation estimate
8fit leadership team
Management profileNumber of profiles
Profiles2 records
8fit funding detail
Funding detailFunding overview
Funding rounds5 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
8fit 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 8fit
What does 8fit do?
8fit operates a single mobile application that delivers personalized home workouts (HIIT, cardio boxing, yoga, Pilates) and customized meal and nutrition plans. The app targets individual consumers seeking sustainable lifestyle changes, offering free basic access and a Pro subscription tier with advanced features. Available globally on iOS, Android, and web, supporting six languages with over 30 million cumulative downloads.
Is 8fit a public or private company?
8fit is a private company. It is classified as corporate owned and is currently operating.
When was 8fit founded?
8fit was founded in 2014. It employs 1 to 10 people.
Where is 8fit based?
8fit is headquartered in Berlin, Germany, in the Europe region.
How does 8fit make money?
Two revenue lines are on record. Pro Subscription is the primary driver. The others are in-App Purchases.
Who are 8fit's main competitors?
Direct peers on record are Freeletics, MyFitnessPal, BetterMe, Noom and Aaptiv. Emerging players are Calm and Headspace. Broad incumbents are Fitbit (Google), Nike Training Club and adidas Training by Runtastic.
Does 8fit have an API?
No public API is recorded for 8fit.
What industry is 8fit in?
8fit's product category is Fitness and Wellness Mobile Applications. Its primary akta.pro industry code is HSADAAAM, Online/Remote Personal Training & Programming, with a secondary code of HSADAAAA, General Personal Training (In-Person & Virtual). Its NAICS code is 71394 and its SIC code is 7372.