Fita

What Fita does

Fita operates an Indonesian health and fitness super-app serving Indonesian consumers seeking structured exercise, nutrition, and professional coaching support. The platform combines daily activity tracking, curated 30-day exercise and meal plans created by certified trainers and nutritionists, gamified engagement (points, levels, daily tasks redeemable for vouchers), and direct access to a network of 100+ certified fitness coaches and nutritionists. The core product is a mobile-first cross-platform application (React Native/web), supported by CATCH (Coach At The Center of Health), a web-based dashboard that lets coaches manage client schedules, view statistics, and conduct in-app chat consultations. Authentication is handled through Auth0 and Google APIs.

Fita monetizes through a freemium model with multiple subscription tiers: Fita Premium (Rp 49,000-100,000/month) for exercise plans and double points; VIP Program (Rp 317,000/month) for unlimited 1-on-1 chat and video calls; VIP on Demand (from Rp 400,000/month) for user-selected coaches; plus one-time purchases for individual Exercise and Meal Plans (Rp 10,000-30,000), 30-minute coach consultations (Rp 25,000), and Gym Super Pass trials (Rp 55,000-75,000). Its go-to-market is channel-led through a strategic B2B2C partnership with Telkomsel, Indonesia's largest telecom operator, which bundles Fita Premium with mobile data packages via the MyTelkomsel app, extends to co-branded offerings with BPJS Ketenagakerjaan and Allianz (ComboFit Jamsostek), and is complemented by a 50+ partner gym network including Anytime Fitness and F45.

Founded in 2021 by CEO Reynazran Royono and incorporated as PT Fita Sehat Nusantara in January 2022, Fita has scaled to a 2.5 million-strong community with reported user outcomes of 100k+ kg cumulative weight loss, 55M+ calories burned, and 1.5B+ steps tracked. The company closed a US$1.9 million seed round in December 2022 from Indico, the corporate venture arm of Telkomsel, and remains a privately held Indonesia-domiciled health technology company with reported revenue undisclosed.

Name

Fita

Legal name

PT Fita Sehat Nusantara

Website

https://fita.co.id

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Fita is an Indonesian health and fitness super-app offering exercise plans, meal plans, certified coach consultations, and partner gym access to 2.5 million+ Indonesian consumers, monetizing through tiered subscriptions and telecom-distributed bundles with Telkomsel and BPJS Ketenagakerjaan.

Ownership category

akta.pro rank

Product category

Digital Fitness & Wellness Platform

NAICS

Fitness and Recreational Sports Centers (71394), Diet and Weight Reducing Centers (812191)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Weight Loss & Body Transformation Training (HSADAAAC)

akta.pro secondary industries

Weight Gain & Muscle-Building Nutrition (HSADAFAC), Weight Management & Behavior Change Education (EDAAAHAF), Functional Fitness & Mobility Training (HSADAAAD)

Keywords

• Fitness mobile app
• Health coaching platform
• Nutrition planning
• Wellness subscription
• Activity tracking

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Premium Subscription Plans: Monthly subscription tiers offering enhanced features. Fita Premium (Rp 49,000-100,000) provides exercise plans with double points. VIP Program (Rp 317,000) adds 1-on-1 coaching and video calls. VIP on Demand (from Rp 400,000) allows coach selection.
2. Exercise and Meal Plan Purchases: One-time or monthly purchases of specific program packages. Exercise Plan at Rp 10,000-30,000, Meal Plan at Rp 10,000-30,000. Coach consultation at Rp 25,000 for 30 minutes.
3. Gym Partnership Revenue: Gym Super Pass sales (Rp 55,000-75,000) providing access to partner gym network. Revenue share or commission from gym partner bookings.
4. Telecom Bundled Packages: Revenue from data packages bundled with Fita Premium sold through MyTelkomsel app (ComboFit packages at various price points).

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Fita operates an Indonesian health and fitness super-app that enables users to track activity, calories and steps, follow structured 30-day exercise and meal plans, earn gamified points and vouchers, and consult with certified fitness coaches and nutritionists. The platform monetizes through freemium and premium subscriptions, one-off program purchases, gym network access via the Gym Super Pass, and bundled telecom offers with Telkomsel.

Product overview

Fita is an Indonesian health and fitness super-app combining a mobile application with web-based services. The platform offers multiple interconnected products: the core Fita App for activity tracking, calorie counting, and health management; premium subscriptions (Fita Premium Plan, VIP Program, VIP on Demand) for enhanced coaching and double-point rewards; structured programs (Exercise Plan, Meal Plan, and themed health programs like Signature Weight Loss, Healthy Living with Ade Rai); partner gym access (Gym Super Pass); and telecommunications co-branded products (Fita Exercise Plan for Telkomsel Halo+, ComboFit with insurance). The ecosystem is supported by CATCH, a web-based coaching platform for managing coach-client relationships, and integration partnerships with Auth0 for authentication and Google APIs.

Differentiator

Problem solved

Functional benefit

Products and services

• Fita App Mobile and web health super-app for individual Indonesian consumers that tracks activity, calories, and steps and provides access to exercise plans, meal plans, community chat, and certified coach consultations.
• Fita Premium Plan Monthly premium subscription that unlocks exercise plans, double points, healthy catering discount, VIP membership perks, and chat access with certified coaches for individual users.
• Exercise Plan Scheduled 30-day workout program with curated daily video exercises designed to help users hit calorie and fitness targets.
• Meal Plan 30-day curated nutrition package with daily recipes for breakfast, lunch, dinner, and snacks created by certified nutritionists and customizable to daily calorie targets.
• Fita VIP Program Premium monthly coaching subscription with unlimited 1-on-1 chat with coaches, video call consultations, and healthy catering discounts for individual subscribers.
• VIP on Demand Program Flexible coaching subscription that lets users choose their preferred certified coach and consult unlimited times for one month.
• 30 mins Coach Consultation Pay-as-you-go 30-minute 1-on-1 consultation session with a Fita certified coach on healthy lifestyle, exercise, and nutrition topics.
• Gym Super Pass 7-day trial voucher providing three sessions of access to Fita's network of 50+ partner gyms across Indonesian cities.
• Fita ComboFit Jamsostek Telecom-bundled package sold via MyTelkomsel that combines mobile data, Fita Premium upgrade, Exercise Plan, Meal Plan access, and BPJS Ketenagakerjaan accident and death insurance for informal-sector workers.
• Tentang Jiwa Mental wellness program of meditation, relaxation sounds, and short stories co-developed with the Noice audio platform for Fita users.
• CATCH (Coach At The Center of Health) Web-based coaching platform enabling certified coaches to manage client data, schedule consultations, track client statistics, and conduct in-app chat consultations on Fita.

Quantifiable outcome

• 100k+ kg weight loss achieved by users
• +3 more outcomes

Named customers3 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

Integration2 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered core, minor and major.

• TelkomselcoreChannel Partner/ Reseller/ DistributorStrategic telecom partnership enabling bundled data packages with Fita Premium subscriptions sold through MyTelkomsel app. Includes co-branded offerings like ComboFit Jamsostek (health + data + insurance) and special Exercise Plan access for Halo+ subscribers.
• BPJS Ketenagakerjaan (Jamsostek)coreStrategic or Co-development PartnerPartnership with Indonesia's Employment Social Security Agency (BPJS Ketenagakerjaan) to provide Jamsostek Poin packages combining data quotas, Fita Premium access, and social insurance coverage (accident and death benefits) for informal sector workers.
• AllianzminorStrategic or Co-development PartnerInsurance partner included in ComboFit packages purchased through MyTelkomsel, providing additional value-add to subscribers.
• NoiceminorStrategic or Co-development PartnerCollaboration with Noice audio streaming platform to create 'Tentang Jiwa' (About the Soul) mental wellness program featuring meditation, relaxation sounds, and short stories for mental health support.
• Anytime Fitness IndonesiamajorChannel Partner/ Reseller/ DistributorGym partner network including Anytime Fitness locations (Sopo Del Mega Kuningan, The Amboja, Kota Bintang), providing Gym Super Pass access to members.
• F45 IndonesiamajorChannel Partner/ Reseller/ DistributorPartner gym chain offering F45 functional HIIT classes through Gym Super Pass. Locations include F45 Kebon Jeruk and Serpong, with special pricing for Halo+ subscribers.
• Various Gym Partners (50+ locations)majorChannel Partner/ Reseller/ DistributorGym Super Pass network includes 50+ partner gyms across Indonesia: Olympus Lifting Club, Elvis Fitness Center, GYM ZONE Indonesia, Bloom Studio Pilates, Atlas Sport Club Malang, Ikigai Fitness, Fitloop Muaythai, Tribal Fitness, ReFIT Gym (multiple locations), and many more wellness centers.
• Healthy Catering PartnersminorChannel Partner/ Reseller/ DistributorFood service partners providing healthy meal catering. VIP members receive Rp 55,000 discount per order from these catering partners.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Alodokter: Indonesia's leading medical content and teleconsultation platform. Comparable as a Jakarta-based health super-app targeting Indonesian consumers with content, doctor consultations, and partner ecosystem — overlaps in mission and target demographic.
• Strava: Activity-tracking and community fitness app popular with runners and cyclists. Comparable for its community-led engagement model and gamification (segments, leaderboards), which Fita mirrors through points, ranks, and community chat.
• Noom: Global weight-loss coaching app combining psychology, meal tracking, and 1:1 coaching. Comparable as a digital weight-management platform with subscription tiers and certified coach consultations — Fita's closest functional peer outside Indonesia.
• MyFitnessPal: Global calorie-counting and nutrition tracking app with freemium model. Comparable as a foundational health-tracking app competing for the same Indonesian consumer mindshare on activity, calorie, and nutrition tracking.
• Halodoc: Indonesian health super-app offering telemedicine, insurance, and wellness services. Directly comparable as a domestic health platform pursuing a super-app model with bundled B2B2C partnerships (insurers, telcos) and similar freemium-to-premium conversion strategy.
• ClassPass: Global subscription-based gym and fitness class aggregator. Comparable business model (multi-gym access via credit-based pass) and target user (fitness-curious consumers), though ClassPass operates at a larger global scale.
• KFit: Asian multi-gym pass platform providing discounted access to partner fitness studios. Directly comparable to Fita's Gym Super Pass offering, though operates across multiple Southeast Asian markets rather than a single country.

Emerging players

• Sweat: Female-focused digital fitness platform with structured training programs and nutrition plans. Comparable for subscription-based structured workout and meal-plan content, though more specialized in women's fitness.
• Freeletics: AI-driven personal training app with coach-led and self-guided programs. Comparable as a digital fitness coaching platform with subscription tiers and gamified training plans.

Broad incumbents

• Fitbit (Google): Wearable fitness device maker with companion health app. Comparable on activity tracking, gamification, and step/calorie measurement, but anchored in hardware rather than coaching content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

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 Fita