Mashcrate
Mashcrate operates Ritual FIT, a Singapore-based subscription mobile app delivering personalized HIIT workouts with audio coaching to individual consumers worldwide, distributed via iOS, Google Play, and a direct website.
- Company typePrivate
- Founded2021
- HeadquartersSingapore, Singapore
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Mashcrate does
Mashcrate, operating under the consumer brand Ritual FIT and legally Slated Labs Pte Ltd, is a Singapore-based mobile fitness application company founded in 2021. Its sole product is Ritual FIT, a subscription mobile app delivering personalized high-intensity interval training (HIIT) workouts accompanied by audio coaching intended to replicate an in-person trainer experience on-device. The app is distributed across the iOS App Store, Google Play, and a direct website, with a 14-day free trial preceding subscription access; pricing is not publicly disclosed.
The company's revenue model is a direct-to-consumer subscription, monetizing individuals rather than enterprise or institutional customers. There is no public disclosure of pricing tiers, lifetime value metrics, or contract terms. Distribution is app-store native, and the company describes its user base as 'thousands of users worldwide,' implying an internationally available but early-stage consumer footprint rather than a regionally concentrated D2C business.
Mashcrate is privately held and pre-Series A, having completed one disclosed funding round — a $753,233 seed raise in March 2021. Founders Christopher Pettigrew, Tuan Phung, and Christopher Cai lead the business; no broader management team, board composition, partnerships, certifications, or awards are disclosed in available materials. The technology stack is not described in detail, and no AI/ML, hardware integration, or proprietary model is publicly claimed.
Mashcrate firmographics
Firmographics- Name
- Mashcrate
- Legal name
- Slated Labs Pte Ltd
- Website
- https://ritual.fit
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mashcrate operates Ritual FIT, a Singapore-based subscription mobile app delivering personalized HIIT workouts with audio coaching to individual consumers worldwide, distributed via iOS, Google Play, and a direct website.
- Ownership category
- akta.pro rank
Mashcrate industry classification
Industry- Product category
- Fitness Mobile Applications
- NAICS
- Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Prepackaged Software (7372), Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Online/Remote Personal Training & Programming (HSADAAAM)
- akta.pro secondary industries
- General Personal Training (In-Person & Virtual) (HSADAAAA), Functional Fitness & Mobility Training (HSADAAAD)
Keywords
Where Mashcrate is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices1 record
Markets served
Mashcrate business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Subscription Revenue: Monthly or annual subscription for access to the Ritual FIT app including personalized workouts, audio coaching, and all app features. Users are not charged until the trial period ends.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Subscription with free trial |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Mashcrate product offering
Product offeringCore offering
Mashcrate, operating under the brand Ritual FIT, develops and distributes a mobile fitness application that delivers daily 30-minute personalized HIIT workouts with over 5,000 audio cues providing real-time coaching on form, strategy, and motivation. The product is sold as a subscription service (with a 14-day free trial) through the Apple App Store and Google Play Store, targeting individual fitness consumers who need equipment-free guided workouts at home or in any gym setting.
Product overview
Ritual FIT is a single mobile application product offering personalized HIIT workout experiences. The app generates fresh, tailored 30-minute workouts based on user goals, abilities, and current condition. Workouts feature next-generation audio coaching with over 5,000 audio cues, providing real-time guidance, strategy, and motivation similar to having a personal trainer. The app supports functional training whether users have no equipment at home or access to a fully-equipped gym. The sole product offering is distributed via iOS App Store and Google Play Store.
Differentiator
Problem solved
Functional benefit
Products and services
- Ritual FIT mobile application A personal training mobile application offering daily 30-minute personalized HIIT workouts with over 5,000 audio cues providing real-time guidance on form, strategy, and motivation. The app dynamically generates a fresh tailored workout each session based on the user's goals, abilities, and current feeling, and adapts whether the user is at home with no equipment or in a fully-stocked gym. Distributed via a monthly or annual subscription with a 14-day free trial through the Apple App Store and Google Play Store, targeting individual fitness consumers.
Companies that use Mashcrate
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Mashcrate technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Mashcrate partnerships and signals
Strategic signalScale indicators1 record
Recent moves3 records
Expansion highlights3 records
Mashcrate competitors and assessment
Company assessmentDirect peers
- Aaptiv: Aaptiv is an audio-based fitness coaching subscription app offering guided workouts across categories. It is the most direct peer to Ritual FIT given the shared emphasis on audio coaching as the primary delivery format and similar subscription business model.
- Nike Training Club: Nike's free mobile training app delivers guided workouts with video and audio coaching, ranging from HIIT to strength and mobility. It competes for the same consumer mindshare as Ritual FIT but benefits from Nike's brand, free pricing, and content scale.
- Freeletics: Freeletics is a subscription fitness app specializing in AI-personalized bodyweight HIIT and strength training with a coaching-style interface. It is highly comparable in product positioning, target user (home exercisers, no equipment), and adaptive-workout technology.
- FitOn Workouts & Fitness Plans: FitOn is a mobile fitness app with audio- and video-guided workouts including HIIT, available via freemium and premium subscription. It targets the same home-workout consumer segment and is a direct competitor in app-store search and ASO rankings.
Broad incumbents
- Apple Fitness+: Apple's subscription fitness service offers guided audio and video workouts across multiple modalities, deeply integrated with Apple Watch. It is a broad incumbent with massive distribution advantages via Apple's installed base.
- Peloton App: Peloton offers a $24/mo app tier with thousands of guided audio and video classes across HIIT, strength, yoga, and more. Although best known for hardware, the app-only subscription directly competes for Ritual FIT's at-home audio-coaching use case.
- Fitbit Premium: Fitbit Premium offers guided audio and video workouts through the Fitbit app, integrated with Fitbit's wearable ecosystem. It is a broad incumbent with the distribution advantage of millions of installed Fitbit devices.
Emerging players
- Sweat: Sweat (formerly BBG) is a women's-focused subscription fitness app with guided home workouts. It overlaps with Ritual FIT in the at-home, audio/video-guided workout category and has a strong direct-to-consumer brand.
- Future: Future is a subscription personal training app that pairs users with real human coaches who build adaptive workout plans. It is an emerging player in the personalized-coaching category that overlaps with Ritual FIT's adaptive-workout positioning but with a higher-touch, premium model.
Others
- Strava: Strava is a fitness subscription app primarily for running and cycling, with audio coaching features. It is thematically adjacent rather than directly competitive, but competes for the same fitness-conscious consumer wallet and uses similar social, content, and ASO-driven marketing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Mashcrate social profiles
Digital presenceMashcrate financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mashcrate leadership team
Management profileNumber of profiles
Profiles3 records
Mashcrate funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mashcrate 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 Mashcrate
What does Mashcrate do?
Mashcrate, operating under the brand Ritual FIT, develops and distributes a mobile fitness application that delivers daily 30-minute personalized HIIT workouts with over 5,000 audio cues providing real-time coaching on form, strategy, and motivation. The product is sold as a subscription service (with a 14-day free trial) through the Apple App Store and Google Play Store, targeting individual fitness consumers who need equipment-free guided workouts at home or in any gym setting.
Is Mashcrate a public or private company?
Mashcrate is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mashcrate founded?
Mashcrate was founded in 2021. It employs 11 to 50 people.
Where is Mashcrate based?
Mashcrate is headquartered in Singapore, Singapore, in the Asia region.
How does Mashcrate make money?
One revenue line is on record: subscription Revenue.
Who are Mashcrate's main competitors?
Direct peers on record are Aaptiv, Nike Training Club, Freeletics and FitOn Workouts & Fitness Plans. Broad incumbents are Apple Fitness+, Peloton App and Fitbit Premium. Emerging players are Sweat and Future. Strava is listed as an others.
Does Mashcrate have an API?
No public API is recorded for Mashcrate.
What industry is Mashcrate in?
Mashcrate's product category is Fitness Mobile Applications. Its primary akta.pro industry code is HSADAAAM, Online/Remote Personal Training & Programming, with a secondary code of HSADAAAA, General Personal Training (In-Person & Virtual). Its NAICS code is 71394 and its SIC code is 7372.