What FITR does

FITR is a London-based SaaS company, founded in 2017, that provides personal trainer software for health and fitness coaches, gyms, and fitness brands. The platform consolidates programming, client management, nutrition tracking, marketing, and business administration into a single integrated system delivered via cloud SaaS with iOS and Android mobile applications (Coach App, Client App, and a white-label Custom Branded App that coaches can publish on Apple App Store and Google Play Store). Core modules include a structured programming builder with multiple program delivery formats (1-2-1, group rolling calendar, session-based, fixed-length), macro and calorie tracking, habits tracking, client communication and progress tools, a storefront with program pages and promotions, and team and business automation workflows.

FITR operates a subscription SaaS revenue model with tiered plans and a product-led growth motion anchored by a 14-day full-access free trial requiring no credit card, targeting individual coaches through to established fitness brands. Customer segmentation spans three tiers: health and fitness coaches (primary), fitness clients/athletes, and fitness brands and gyms as enterprise buyers. The platform is distributed globally via self-serve web onboarding and mobile app stores, with named enterprise logos including PureGym, Gymshark, Eleiko, HYROX, Invictus, and Gymbox. FITR has raised approximately $4.6M in cumulative funding across rounds from 2020 to 2025, with a £1.5M investment from Maven Capital Partners in December 2025 earmarked for product, team, and marketing expansion. Headcount is reported at 11-50 employees and revenue is not publicly disclosed.

Name

FITR

Legal name

FITR

Website

https://get.fitr.training

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

FITR is a London-based SaaS platform founded in 2017 that provides personal trainer software combining programming, client management, nutrition, marketing, and business automation tools for individual coaches, gyms, and fitness brands globally.

Ownership category

akta.pro rank

Product category

Fitness Coaching Software

NAICS

Educational Support Services (61171)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industries

Wellness Program Design & Accountability Coaching (HSADAGAC), Weight Loss Coaching (Non-Clinical) (HSADAFAB), Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Personal trainer software
• Coaching platform
• Fitness business management
• Workout programming tools
• Client management software

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, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Subscription (Coaching Platform): FITR operates as a subscription SaaS platform for health and fitness coaches. Coaches pay to access the platform's full suite of programming, client management, and business tools. The platform offers tiered plans including a free trial period with PRO features unlocked upon upgrade.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

FITR provides an all-in-one cloud-based SaaS coaching platform for personal trainers, online fitness coaches, and fitness brands to create workout programs, manage clients, deliver nutrition coaching, run marketing and storefront operations, and automate business administration from a single system. The platform is delivered via web, iOS, and Android, including a Coach App, Client App, and a Custom Branded App feature that enables coaches to publish their own white-label apps on the Apple App Store and Google Play Store.

Product overview

FITR is a unified all-in-one coaching platform providing personal trainer software for growing coaching businesses. The core FITR Core Platform combines programming, client management, marketing, and business administration modules into a single system. Key products include Programming (with Program Types, Schedule Builder, Macros & Nutrition, Habits, Sets & Reps, and Packages), Client Management (Communication, Progress Tracking, Performance, Review & Build), Marketing (Storefront, Program Pages, Promotions, Data & Integrations), and Business & Admin (Business Automation, Teams, Notifications, Management). The platform also offers mobile applications including the Coach App, Client App, and a Custom App add-on for white-label branded experiences on app stores. Additional offerings include HYROX Resources for event-specific training and FITR Education for professional development.

Differentiator

Problem solved

Functional benefit

Products and services

• FITR Core Platform All-in-one SaaS coaching platform for personal trainers and fitness coaches, combining programming, client management, marketing, and business administration tools in a single system. Sold to independent coaches, coaching businesses, and fitness brands.
• Coach App Mobile application for coaches to manage their coaching business on the go, including client management, programming, and communication. Available on iOS and Android.
• Client App Mobile application for clients of coaches using FITR to access training programs, track workouts and nutrition, and communicate with their coach. Available on iOS and Android.
• Custom App (White-label Branded App) White-label branded app offering enabling coaches and fitness brands to publish their own customized app on the Apple App Store and Google Play Store with additional customisation options, providing clients a branded experience rather than using the generic FITR Client App.

Quantifiable outcome

• Revenue growth of 40% reported by Competitive Female Training after adopting FITR
• +1 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature7 records

Partnerships

One partnership is on record.

• Built For AthletesminorGTM or Marketing PartnerFITR partners with Built For Athletes to offer FITR customers a 15% discount on Built For Athletes gear using the promo code FITR15. This is a cross-promotional partnership benefiting both FITR coaches and the athletic apparel brand.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• CoachAccountable: CoachAccountable offers coaching management software with client engagement, session tracking, and program delivery tools for health, fitness, and life coaches — overlapping with FITR's client management and programming modules.
• TrueCoach: TrueCoach provides personal trainer software for delivering workout programming, tracking client progress, and managing communications, serving a similar SMB coach customer base as FITR.
• Trainerize: Trainerize is a leading fitness coaching SaaS platform that enables personal trainers and gyms to deliver in-person and remote coaching with programming, nutrition, and client management — directly comparable to FITR's core offering.
• PT Distinction: PT Distinction is a personal training software platform offering workout programming, nutrition, habit tracking, and client management for online and in-person coaches — overlapping almost completely with FITR's feature set.
• Everfit: Everfit is a coaching platform for personal trainers that combines programming, nutrition tracking, client communication, and branded mobile experiences, competing head-to-head with FITR for online coaching customers.

Broad incumbents

• MyFitnessPal: MyFitnessPal is a consumer-facing nutrition and fitness tracking platform at massive scale; while not a direct coach SaaS competitor, it is a comparable fitness technology brand whose presence in nutrition tracking overlaps with FITR's macros/nutrition module.
• WellnessLiving: WellnessLiving provides business management software for fitness, wellness, and beauty businesses with scheduling, CRM, and client engagement — a broader incumbent competing for fitness operator budgets.
• Mindbody: Mindbody is a broad SaaS platform for fitness studios, gyms, and wellness businesses offering scheduling, payments, and client management — a wider incumbent that competes for fitness business software spend alongside FITR.

Emerging players

• Arbox: Arbox is an all-in-one management platform for gyms, studios, and personal trainers with programming, scheduling, payments, and client engagement features — a similar SMB-focused fitness coaching competitor to FITR.
• Wodify: Wodify is a fitness management platform focused on CrossFit and functional fitness gyms, offering programming, performance tracking, and member management — a partial overlap with FITR in the gym-coaching segment.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/fitr
• LinkedInlinkedin.com/company/fitr-training
• Instagraminstagram.com/fitr
• Facebookfacebook.com/getfitrtraining

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds4 records

Investors1 record

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 FITR