Name

Fiture

Legal name

Fiture Holding LLC

Website

https://fiture.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Smart Home Fitness Equipment

NAICS

Sporting Goods Retailers (45911), Small Electrical Appliance Manufacturing (335210)

SIC

Sporting & Athletic Goods, Nec (3949), Electromedical & Electrotherapeutic Apparatus (3845)

akta.pro primary industry

Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG)

akta.pro secondary industries

Smart Fitness & Training Devices (Connected Fitness Sensors, Smart Jump Ropes, etc.) (CRACAQAH), Fitness Wearables & Training Tech Retail (Heart-Rate Monitors, GPS Watches, Sensors) (CRAMADAH), Fitness Equipment & Performance Accessories Retail (CRAMABAD)

Keywords

• Smart fitness mirrors
• Home fitness equipment
• Interactive workout mirror
• AI fitness coaching
• Motion tracking technology

Headquarters

HQ city

Chengdu

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: One-time sale of Fiture Core ($1,495) and Fiture Mini ($950) smart fitness mirrors, including optional accessories and Fit Kit with heart rate monitor and resistance bands.
2. Subscription Membership: Monthly subscription at $39/month unlocks all classes, custom workouts, games, leaderboards, and new features. Supports up to 7 profiles per household. Can be paused or cancelled anytime. Currently offering promotional 3 months free membership.
3. Financing Partnership Revenue: Partner revenue from Affirm financing program where customers pay $30-32/month over 48 months at 0% APR.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Fiture designs, manufactures, and sells interactive smart fitness mirrors (Fiture Core and Fiture Mini) equipped with proprietary Motion Engine™ motion-tracking technology that delivers real-time form feedback, rep counting, and gesture controls during live and on-demand workout classes. The hardware is sold direct-to-consumer alongside a $39/month subscription membership that unlocks 250+ classes across modalities like boxing, HIIT, strength, barre, pilates, and yoga, supporting up to seven user profiles per household.

Product overview

Fiture offers a smart home fitness ecosystem centered on two interactive fitness mirrors—Fiture Core and Fiture Mini—both powered by proprietary Motion Engine™ technology. Fiture Core is the flagship 43-inch full-height mirror ($1,495) with five color options, while Fiture Mini ($950) provides the same interactive experience in a compact 32-inch form factor. The mirrors provide real-time form feedback, rep counting, and gesture controls during live and on-demand classes spanning Boxing, Dance Cardio, HIIT, Strength, Barre, Pilates, Yoga, Cardio Sculpt, and Stretching. A $39/month membership unlocks all content and supports up to 7 user profiles. The ecosystem includes the complimentary Fiture Fit Kit (heart rate monitor, resistance bands), Fiture Go mobile app for workouts on-the-go, and exclusive content collaborations such as the Fiture x Physique 57 Barre program. Financing is available through Affirm. The Motion Engine™ proprietary technology maps skeletal points via motion sensors (not video recording) to enable personalized coaching and gamified leaderboards.

Differentiator

Problem solved

Functional benefit

Products and services

• Fiture Core Flagship 43-inch 1080p HD interactive fitness mirror (68" H x 23" W x 1.6" D, 60 lbs) available in five exclusive colors (Night, Oasis, Ocean, Stardust, Sunlight), powered by Motion Engine™ technology for real-time form feedback, rep counting, pace tracking, and gesture controls. Priced at $1,495 and intended for direct-to-consumer home fitness use.
• Fiture Mini Compact 32-inch interactive fitness mirror (63" H x 20" W x 1.6" D, 40 lbs) that delivers the same Motion Engine™-powered form feedback, rep counting, and gesture controls as Fiture Core in a smaller, more affordable form factor. Priced at $950 for direct-to-consumer home fitness use.
• Fiture Membership $39/month subscription (with 3 months free offered during certain promotions) that unlocks all Fiture content, including live and on-demand classes across Boxing, Dance Cardio, HIIT, Strength, Barre, Pilates, Yoga, Cardio Sculpt, and Stretching, plus Motion Engine™ powered features, real-time form feedback, rep counting, games, global leaderboards, and up to 7 user profiles per household.
• Fiture Fit Kit Complimentary accessory bundle ($150 value) included with device purchase, containing a Fiture heart rate monitor, resistance bands (10lb, 15lb, and 20lb), water bottle, and face masks, designed to enhance workouts on the Fiture mirror.
• Fiture Go Mobile capability within the Fiture app that lets members save workouts and play Fiture classes on iOS and Android phones or tablets, enabling users to continue their Fiture fitness routine outside the home without the mirror device.
• Fiture x Physique 57 Program Exclusive content collaboration with Physique 57 bringing iconic Barre-inspired classes to the Fiture platform, including signature classes, interactive challenges, and the Fiture x Physique 57 Progressive Barre Program powered by Motion Engine™ technology.

Quantifiable outcome

• Over 250 classes with new content added weekly
• +2 more outcomes

Named customers6 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

Integration4 records

AI capability4 records

Feature6 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Physique 57coreStrategic or Co-development PartnerFiture collaborated with the iconic Physique 57 team to bring their Barre-inspired classes to life on the Fiture platform. The Motion Engine™ technology powers signature classes, interactive challenges, and the Fiture x Physique 57 Progressive Barre Program designed to take users from beginner to Barre star.
• RXOminorChannel Partner/ Reseller/ DistributorRXO (formerly XPO Logistics) serves as Fiture's professional delivery and installation partner. Provides white-glove delivery service including device setup in customer's chosen location. Currently charging $250 for professional delivery and installation.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lululemon (Mirror): Lululemon acquired Mirror in 2020 for ~$500M. Mirror is the most direct competitor to Fiture — an interactive fitness mirror with live/on-demand classes and a monthly subscription — and competes head-to-head in the connected mirror category.
• Peloton: Peloton sells connected fitness hardware (Bike, Tread, Guide) paired with an All-Access subscription tier of live and on-demand classes. It is the bellwether of the connected fitness subscription category and the primary public-market comparable for Fiture's hardware + content model.
• Tonal: Tonal makes a smart wall-mounted strength training system with AI-powered form feedback, rep tracking, and a subscription content library. It directly competes with Fiture on the AI-form-correction value proposition and the connected home gym subscription model.
• Tempo: Tempo offers a smart home gym with 3D sensors for form correction, rep counting, and a subscription content library across strength, HIIT, and cardio. It targets the same premium home-fitness consumer with AI-powered coaching as Fiture.
• NordicTrack / iFit: NordicTrack, owned by iFit, sells connected cardio equipment (treadmills, bikes, rowers) bundled with the iFit subscription for live and on-demand classes. It competes for the same connected home fitness consumer with a broader equipment portfolio than Fiture.
• Hydrow: Hydrow is a connected rowing machine with a large screen, live and on-demand classes filmed on water, and a monthly subscription. While rowing-specific, it targets the same premium connected-fitness subscriber demographic and competes for share-of-wallet in home fitness.
• Echelon Fit: Echelon offers more affordable connected fitness equipment (bikes, rowers, mirrors) with an Echelon Fit subscription. Their Echelon Reflect is a direct mirror competitor to Fiture Core at a lower price point, targeting the value-conscious connected fitness consumer.

Broad incumbents

• Apple Fitness+: Apple Fitness+ is a subscription fitness service ($9.99/mo) with Apple Watch integration, classes across modalities, and the Apple ecosystem distribution advantage. It competes with Fiture's subscription on price (much lower) and is a major threat to standalone connected fitness platforms.
• Whoop: Whoop is a wearable fitness tracker with a subscription model that tracks strain, recovery, sleep, and health metrics. While it does not sell connected fitness mirrors, it competes for share of fitness subscription wallet and overlaps on the heart-rate, recovery, and performance data value proposition.

Emerging players

• Forme Life: Forme Life is an emerging smart fitness mirror brand targeting the premium home fitness segment. It is a more direct mirror-format competitor with a similar interactive class model, representing an emerging niche threat to Fiture's core category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/fiture_fitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds5 records

Investors16 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 Fiture