Grndhouse
- Company typePrivate
- Founded2021
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
Grndhouse firmographics
Firmographics- Name
- Grndhouse
- Legal name
- Hurricane Labs Limited
- Website
- https://grndhouse.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Grndhouse industry classification
Industry- Product category
- Digital Fitness Platform
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Online/Remote Personal Training & Programming (HSADAAAM)
- akta.pro secondary industries
- Strength & Conditioning Personal Training (HSADAAAB), General Personal Training (In-Person & Virtual) (HSADAAAA)
Keywords
Where Grndhouse is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Grndhouse business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Consumer Subscription (B2C): Monthly and annual digital subscriptions providing unlimited access to all GRNDHOUSE workout content, programmes, and coaching. Recurring billing with free trial conversion. Annual subscription billed upfront at £99/year.
- Hotel B2B Licensing: Hotels pay a monthly fee based on room count (Starter: €150–250/mo for 10–50 rooms; Mid-Size: €400–600/mo for 50–150 rooms; Enterprise: custom pricing for 150+ rooms). Includes QR deployment, optional white-label branding, and usage reporting.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Annual Membership — £99 per year |
| Subscription | Monthly | Monthly Membership — £9.99 per month |
| Subscription | Monthly | Hotel Starter — €150–250/month (10–50 rooms) |
| Subscription | Monthly | Hotel Mid-Size — €400–600/month (50–150 rooms) |
| Subscription | Monthly | Hotel Enterprise (Chains) — Custom pricing (150+ rooms) |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels7 records
Grndhouse product offering
Product offeringCore offering
Grndhouse operates a cloud-based digital fitness platform (the GRNDHOUSE App) delivering expert-coached strength training video classes of 10–40 minutes, with a structured daily programme that pre-selects the day's session to eliminate decision fatigue. The consumer offering is sold via monthly (£9.99) and annual (£99) digital subscriptions with a 14-day free trial. A separate B2B product, GRNDHOUSE for Hotels, provides white-label, QR-code-based in-room fitness access for hotel guests without requiring an app download.
Product overview
GRNDHOUSE is a digital fitness platform built around a single mobile/web app (GRNDHOUSE App) that delivers structured, coach-led strength training classes ranging from 10 to 40 minutes. The platform is organized around a portfolio of named coach-curated programmes — including GRND Classic (8 weeks/32 classes, the default starting point), GRND Level Up (4 weeks/16 classes), GRND Tread Strong, GRND Abs & Core (3 weeks/9 classes), Gym GRND (6 weeks/36 classes), GRND Race Ready (6 weeks/18 classes), GRND Foundations (4 weeks/14 classes), GRND Mobilize, and GRND Ignite & Glow — accessible via two subscription tiers (Monthly at £9.99/month and Annual at £99/year). A separate enterprise product, GRNDHOUSE for Hotels, provides hotel properties with a white-label, QR-code-accessible version of the platform in three pricing tiers (Starter, Mid-Size/Premium, Enterprise) ranging from €150–600/month, targeting boutique to chain hotels with no app download required for guests.
Differentiator
Problem solved
Functional benefit
Products and services
- GRNDHOUSE App
Quantifiable outcome
- Results visible in 4 weeks with 3–4 workouts per week
- +2 more outcomes
Companies that use Grndhouse
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles2 records
Grndhouse technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
Grndhouse partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Grndhouse competitors and assessment
Company assessmentDirect peers
- FIIT: UK-based online fitness platform offering expert-coached strength, cardio, and HIIT classes on demand across devices. Closest direct peer to Grndhouse given shared UK base, coach-led strength focus, and subscription model.
- Future: Online personal training platform that pairs members with a dedicated human coach and a connected fitness app for personalized programming. Comparable in that it sells structured, coach-led training to busy professionals, although Future is more 1:1 human-coach heavy.
- Tonal: Connected strength-training platform combining a smart home gym with coach-led video programming. Direct overlap in strength-training focus and structured programming, but Tonal is anchored to proprietary hardware.
- Les Mills+: On-demand fitness platform from Les Mills, offering coach-led strength, cardio, and group-fitness classes. Comparable structured, coach-led subscription model targeting home and gym users.
- Centr: Personal-training-led fitness and wellness app (originally built around Chris Hemsworth's team) offering structured strength, HIIT, yoga, and meal plans. Closely comparable coach-led, structured-programming subscription model.
- Sweat: Women's-focused fitness app featuring named personal trainers (e.g., Kayla Itsines) and structured multi-week programs. Comparable coach-led, programme-based subscription positioning.
- Aaptiv: Audio and video-based fitness subscription offering structured strength, running, and mobility classes. Comparable digital subscription, structured-programming model with multi-device delivery.
Broad incumbents
- Peloton: Large connected-fitness incumbent with a broad library of strength, cardio, yoga, and meditation classes. Overlaps with Grndhouse in on-demand strength training, but operates at much larger scale and is hardware-anchored.
- Apple Fitness+: Apple's subscription fitness service integrated with Apple Watch, offering coach-led strength, HIIT, and mobility workouts across iPhone, iPad, and Apple TV. Competes for the same 'quick, structured home workout' use case, backed by Apple's ecosystem.
- Nike Training Club: Nike's free, broadly distributed training app with a large library of coach-led strength, HIIT, and mobility workouts. Competes for the same 'structured, coach-led home workout' use case but as a free brand-anchored incumbent.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Grndhouse social profiles
Digital presenceGrndhouse financial estimates
Financial estimateRevenue estimate
Valuation estimate
Grndhouse leadership team
Management profileNumber of profiles
Profiles4 records
Grndhouse funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Grndhouse 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 Grndhouse
What does Grndhouse do?
Grndhouse operates a cloud-based digital fitness platform (the GRNDHOUSE App) delivering expert-coached strength training video classes of 10–40 minutes, with a structured daily programme that pre-selects the day's session to eliminate decision fatigue. The consumer offering is sold via monthly (£9.99) and annual (£99) digital subscriptions with a 14-day free trial. A separate B2B product, GRNDHOUSE for Hotels, provides white-label, QR-code-based in-room fitness access for hotel guests without requiring an app download.
Is Grndhouse a public or private company?
Grndhouse is a private company. It is classified as venture growth investor backed and is currently operating.
When was Grndhouse founded?
Grndhouse was founded in 2021. It employs 1 to 10 people.
Where is Grndhouse based?
Grndhouse is headquartered in London, United Kingdom, in the Europe region.
How does Grndhouse make money?
Two revenue lines are on record. Consumer Subscription (B2C) is the primary driver. The others are hotel B2B Licensing.
Who are Grndhouse's main competitors?
Direct peers on record are FIIT, Future, Tonal, Les Mills+, Centr, Sweat and Aaptiv. Broad incumbents are Peloton, Apple Fitness+ and Nike Training Club.
Does Grndhouse have an API?
No public API is recorded for Grndhouse.
What industry is Grndhouse in?
Grndhouse's product category is Digital Fitness Platform. Its primary akta.pro industry code is HSADAAAM, Online/Remote Personal Training & Programming, with a secondary code of HSADAAAB, Strength & Conditioning Personal Training. Its SIC code is 7372.