Fit Kids

What Fit Kids does

Fit Kids (legally The Fit Kids Foundation Inc.) is a California-based 501(c)(3) nonprofit founded in 2011 by Ashley Hunter that delivers structured physical activity, fitness, yoga, and mindfulness programming to children, with a stated focus on under-resourced communities and Title I schools. The organization reaches 29,000+ participants across 190 partner sites in 12 U.S. states and Mexico as of the 2025-26 school year. Governance includes a Board of Directors (Wiley Anderson, Amy Burnett, Michael T. Freehill M.D., Daniel Galles, Russell Hirsch M.D. Ph.D., Andrew Logan, Jeff Marquez, Wendy McAdam, Juliet Mittlemann, Sanjay Morey, Maisie O'Flanagan, Sara Ratner, Bill Thompson, Adam Yonkers) and an Honorary Board (Brent Brennan, Alyson Dudek, Ronnie Lott). The legal entity carries Tax ID 27-4987709 and is headquartered at 845 Oak Grove Avenue, Suite 100, Menlo Park.

The core product stack centers on the Fit Kids Program, a subscription priced at $5,000/year (full curriculum, equipment kit, personalized training, year-round coaching, and site visits) or $2,500/year (online-only curriculum). Delivery is supported by Coach's Corner (an educator portal for lesson planning, video demonstrations, and implementation support) and FitKids.tv (a student-facing video library of fitness, dance, yoga, mindfulness, and bodyweight workouts). Equipment Kits (kettlebells, hurdles, agility ladders, parachutes) are bundled with the full subscription or sold separately. The technology stack is intentionally lightweight: Vimeo and YouTube for video delivery, HubSpot and Constant Contact for marketing automation, Cloudflare for CDN/security, and Google Analytics for measurement. The organization maintains FERPA, COPPA, SOPIPA, and CCPA/CPRA compliance for student data handling.

Fit Kids sells primarily through a direct sales motion — formal program applications, personalized training, year-round coaching, and site visits — targeting Title I schools, after-school programs, and youth community organizations. The GTM is sales-led, with annual subscriptions driving recurring revenue, partner referrals and website inquiries feeding the top of funnel, and individual donations (PayPal, check, stock) supplementing program revenue at preset impact tiers of $500-$10,000. Marketing channels include a podcast, organic social across five platforms, 6-8 email newsletters per year, and partner testimonials. The only itemized funding event in the source material is a $30,000 contribution from NBCUniversal in August 2023; no revenue figure is publicly disclosed.

Name

Fit Kids

Legal name

The Fit Kids Foundation Inc.

Website

https://fitkids.org

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Fit Kids (The Fit Kids Foundation Inc.) is a California 501(c)(3) nonprofit that delivers structured physical activity, yoga, and mindfulness programming to TK-8 children, primarily in under-resourced Title I schools, across 190 partner sites in 12 U.S. states and Mexico.

Ownership category

akta.pro rank

Product category

Youth Fitness Education

NAICS

Sports and Recreation Instruction (611620), Educational Support Services (6117)

SIC

Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Faith-Based (Religious) K–12 Schools (EDAJABAC)

akta.pro secondary industries

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE), Physical Education & Health Instruction (EDAJAFAL)

Keywords

• Youth fitness programs
• Physical education curriculum
• Mindfulness education
• School wellness programs
• Youth activity programs

Headquarters

HQ city

Redwood City

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Program Subscription: Annual subscription model for schools and youth organizations: $5,000 per year includes full curriculum, equipment kit, training, and ongoing support; $2,500 per year for online-only curriculum subscription. Subscriptions renew annually and may convert to online membership upon renewal.
2. Equipment Sales: Sale of fitness equipment kits (kettle bells, hurdles, agility ladders, parachutes, etc.) bundled with program subscriptions or sold separately to partner organizations.
3. Individual Donations: Tax-deductible donations from individuals via PayPal, check, or stock donations. Specific impact tiers include $500 to fund 5 children for 1 year, $1,000 for workout videos, $2,500 for equipment sets, $5,000 for one program, and $10,000 for two programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Fit Kids delivers a structured, research-informed physical activity, fitness games, yoga, and mindfulness curriculum for TK-8th grade students through annual subscriptions to under-resourced schools and youth organizations. Programs are bundled with equipment kits, personalized training, year-round coaching, site visits, and digital access via the Coach's Corner educator portal and FitKids.tv student platform.

Product overview

Fit Kids is a nonprofit organization providing a unified suite of physical activity and mindfulness programs for children. The core Fit Kids Program combines structured curriculum with digital tools including Coach's Corner (educator portal), the Fit Kids Video Library (on-demand fitness, yoga, mindfulness videos), and FitKids.tv (student-facing app). Programs are delivered through partnerships with schools and youth organizations, with optional Equipment Kits and Home Fitness Kit resources. The program focuses on under-resourced communities and operates across 12 U.S. states, Mexico, and serves over 29,000 participants at 190 partner sites.

Differentiator

Problem solved

Functional benefit

Products and services

• Fit Kids Program The core structured physical activity and mindfulness program for schools and youth organizations. Combines movement, fitness games, yoga, and mindfulness to support children's physical and mental well-being, delivered through TK-8th grade partner sites via annual subscriptions at $5,000/year (full program with equipment, training, and support) or $2,500/year (online-only curriculum).
• Coach's Corner Online portal for coaches and educators providing lesson planning resources, activity demonstrations, fitness challenges, and implementation support for delivering the Fit Kids curriculum.
• FitKids.tv Student-facing digital platform providing access to workout videos, fitness activities, dance, yoga, mindfulness, and bodyweight workouts for at-home use by students and families.
• Equipment Kits Age-appropriate, high-quality fitness equipment including kettle bells, hurdles, agility ladders, parachutes, and more, provided as part of program partnership or sold separately to remove barriers to participation for under-resourced schools.

Quantifiable outcome

• 37% of U.S. children fail to get recommended hour of daily physical activity; 39% in under-resourced communities; 44% of girls and youth with disabilities in under-resourced communities
• +5 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Scale indicators9 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• GoNoodle: GoNoodle provides movement, mindfulness, and SEL videos used in K-12 classrooms, directly competing with Fit Kids' curriculum + video library offering for the same teacher buyer.
• PLT4M: PLT4M delivers digital PE curriculum and training resources for K-12 schools, overlapping with Fit Kids' Coach's Corner and structured PE supplement approach.
• OPEN Physical Education Network: OPEN provides research-based PE curriculum and resources for schools and districts, comparable to Fit Kids' evidence-based PE curriculum subscription model.
• SparkPE: SparkPE offers standards-aligned PE curriculum, lesson plans, and resources for K-12 schools, directly competing with Fit Kids' PE curriculum subscription.

Emerging players

• Cosmic Kids Yoga: Cosmic Kids offers structured yoga, mindfulness, and movement content for children, overlapping with Fit Kids' yoga/mindfulness video library but primarily consumer/parent-facing rather than school-district sales.
• Sworkit Kids: Sworkit provides kid-friendly fitness and movement apps with structured workouts, partially overlapping with FitKids.tv but without the school-district sales motion.
• Move This World: Move This World delivers SEL and mental wellness programming to K-12 schools, overlapping with Fit Kids' mindfulness and emotional well-being outcomes.

Broad incumbents

• ClassDojo: ClassDojo is a widely adopted K-12 classroom engagement and SEL platform with movement/wellness content modules, competing for the same school and teacher wallet.
• YMCA of the USA: YMCA runs youth fitness, after-school, and community wellness programs across the U.S., overlapping with Fit Kids' after-school and youth community organization segments.

Others

• Mindbody: Mindbody is a broader fitness and wellness business management platform; while not a direct school curriculum competitor, it represents the broader ecosystem of fitness/wellness content and booking infrastructure relevant to Fit Kids' mission.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FitKidsFdn
• YouTubeyoutube.com/channel/UC9FIhapRHsolhD21UV9kEEQ
• Facebookfacebook.com/fitkidsfoundation
• LinkedInlinkedin.com/company/fitkidsfoundation
• Instagraminstagram.com/fitkidsfoundation

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds1 record

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 Fit Kids