Rookee

What Rookee does

Rookee is a consumer mobile fitness application that distributes workout routines, nutrition programs, and skill-training videos sourced from professional athletes across UFC, NFL, NBA, and Olympic sports. The platform features over 1,000 athlete workouts spanning on-season, off-season, and game-day protocols, more than 3,000 exercises organized into challenges for beginner-to-expert levels, step-by-step Coach Rookee video instruction, Learn Skills technique breakdowns, and nutrition guides covering bulking, weight loss, vegan, vegetarian, high protein, and low carb approaches. The product is delivered as a free download on the iOS App Store and Google Play Store, with the company operating from Brisbane, Queensland, Australia under the legal entity International Fitclub Pty Ltd (ACN 610 724 608).

The underlying technology is a mobile application platform for iOS and Android with no documented AI/ML components, API surface, or proprietary algorithms; the value is positioned almost entirely on the content library and athlete endorsement relationships. The architecture is effectively a curated video and content delivery product, with athlete partnerships functioning as the primary content-acquisition and marketing layer rather than technology.

The business model is freemium distribution through mobile app stores, with the app advertised as "Download For Free Now" and no public pricing for premium tiers. Monetization appears limited and informal: there is no disclosed subscription pricing, no visible in-app purchase catalog, and revenue signals are absent from the source data. Rookee has layered adjacent revenue experiments including Rookee Shop (an e-commerce channel for supplements and apparel) and a separate marketplace domain (rookee.io), but the scale and economics of these add-ons are not disclosed. The company is founder-led (CEO Alex Kuhle) with no institutional venture capital backing beyond a single ~$190,297 seed round in November 2017, a headcount of 1-10, and no public revenue figures.

Name

Rookee

Legal name

International Fitclub Pty Ltd

Website

https://rookee.com.au

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Rookee is a consumer mobile fitness app delivering elite athlete workouts, nutrition programs, and skill training videos via a freemium iOS and Android product, targeting fitness enthusiasts and sports fans worldwide.

Ownership category

akta.pro rank

Product category

Fitness Mobile Application

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Endurance & Running/Cycling Training (HSADAAAG)

akta.pro secondary industry

Sports Nutrition & Performance Fueling (HSADAFAD)

Keywords

• Fitness mobile app
• Athlete workout programs
• Nutrition coaching platform
• Sports training videos
• Exercise challenges app

Headquarters

HQ city

Gold Coast

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Freemium Mobile App: Free mobile app with core features available at no cost. Users can download the app from iOS App Store and Google Play Store for free, with certain features or content potentially monetized through in-app purchases or premium subscriptions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

Rookee operates a sports and fitness mobile application delivering over 1000+ elite athlete personal workouts and nutrition programs, including on-season, off-season and game-day protocols. The app bundles features such as workout challenges (3000+ exercises), step-by-step exercise coaching videos, sports skill breakdown videos, and nutrition guidance across multiple dietary approaches. It is distributed as a free download on iOS and Android with potential premium monetization.

Product overview

Rookee is a sports and fitness platform delivered primarily as a mobile application featuring over 1000+ elite athletes' personal workouts and nutrition programs. The core offering includes the main Rookee App, which provides access to Rookee Challenges (3000+ exercises), Coach Rookee (instructional videos), Athlete Workouts (professional athlete workout videos), Learn Skills (technique breakdown videos), and Nutrition Programs. The company also operates Rookee Shop as an e-commerce add-on for supplements and apparel.

Differentiator

Problem solved

Functional benefit

Brands

• Rookee Shop: Online merchandise and shop component of the Rookee platform offering dietary, gym and health supplements and apparel.

Products and services

• Rookee App A freemium sports and fitness mobile application for iOS and Android featuring over 1000+ elite athlete personal workouts and nutrition programs including on-season, off-season and game-day protocols. Targeted at fitness enthusiasts and fans of professional athletes.
• Rookee Shop

Quantifiable outcome

• Access to 1000+ elite athlete workout and nutrition programs
• +1 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Forrest GriffinminorOthersFormer UFC Light Heavyweight Champion who has endorsed the Rookee app, providing testimonial and presumably contributing workout content. Featured prominently in marketing materials to attract UFC fans to the platform.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Freeletics: AI-driven fitness and running coaching app with workout challenges, video coaching, and nutrition guidance. Comparable content library structure (challenges/exercises) and freemium mobile-first model.
• Future: Personal training app that pairs users with real coaches (often current or former pro athletes). Comparable on athlete-led coaching content and the premium fitness app business model.
• Centr: Athlete-led (Chris Hemsworth) fitness app offering workouts, meal plans and mindfulness content. Most directly comparable to Rookee in model — celebrity/pro-athlete content, freemium/paid tiers, app-first distribution, and a built-in commerce layer.
• Openfit: Subscription fitness app with structured workout programs, live and on-demand classes, and nutrition plans. Comparable on program-based virtual training and nutrition pairing.

Regional players

• Sweat: Australian-founded (Kayla Itsines) women's fitness app with workout programs, meal plans and challenges. Most relevant regional peer given Rookee's Australian base and similar challenge/program-led content model.

Broad incumbents

• Peloton: Connected fitness platform offering workout classes (strength, running, yoga) with athlete and instructor-led video content. Overlaps on Rookee's Coach Rookee and Athlete Workouts features, with much larger content production and subscriber base.
• MapMyFitness (Under Armour): Under Armour-owned workout tracking and coaching platform with a large exercise database and training plans. Comparable content-library depth and freemium distribution model.
• Apple Fitness+: Apple's subscription workout service integrated across Apple devices, featuring structured workout programs, trainer-led videos, and progress tracking. A direct substitute to Rookee's video coaching content with significant distribution advantage.
• Adidas Training: Adidas's free workout app with athlete-led content, challenges, and home/gym/bodyweight sessions. Directly competes with Rookee Challenges on free, athlete-branded workout content.
• Nike Training Club: Nike's flagship free workout app with a large athlete-driven content library across strength, endurance and sport-specific training. The dominant incumbent in athlete-branded fitness content.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/rookeeau

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds2 records

Investors

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 Rookee