What The Phoenix does

The Phoenix (legal entity Phoenix Multisport, Inc.) is a Denver-headquartered nonprofit founded in 2006 by Scott Strode to support individuals recovering from substance use disorder through free, community-based physical, social, and educational programming. The organization operates hundreds of weekly in-person events — including CrossFit, yoga, boxing, climbing, hiking, meditation, support meetings, and music gatherings — across 15 or more U.S. cities plus London, hosted at partner venues such as gyms, recovery community centers, LGBTQ centers, and music venues. All programming is offered free of charge to participants and sustained by individual donations, corporate sponsorships, and fundraising events such as the Fit to be King gala.

Its flagship digital platform, NewForm (rebranded from The Phoenix App in February 2025), is a free iOS and Android application that aggregates events, community groups, milestone tracking, and safety reporting for The Phoenix and dozens of partner recovery and mental wellness organizations. Supporting the app are on-demand digital products including group fitness classes, guided meditations, and the Rise Recover Live podcast. The Phoenix also operates the Phoenix Presents music event series, the Send Me A Friend peer-support network for sober music industry professionals, and the 1 Million Strong awareness campaign in partnership with Stand Together Foundation, alongside a flagship festival, Music on the Mountain, co-presented with the Divided Sky Foundation. Monetization is donation-based; no paid member tiers, subscriptions, or advertising exist, and the organization expressly excludes alcohol sponsorships from its events.

Name

The Phoenix

Legal name

Phoenix Multisport, Inc.

Website

https://thephoenix.org

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

The Phoenix is a Denver-based nonprofit founded in 2006 that runs free, volunteer-led fitness, mindfulness, and community events across the U.S. for individuals in recovery from substance use disorder, supported by its NewForm mobile app and donation funding.

Ownership category

akta.pro rank

Product category

Addiction Recovery Services

NAICS

Other Individual and Family Services (624190), Outpatient Mental Health and Substance Abuse Centers (621420), Fitness and Recreational Sports Centers (71394)

SIC

Services-Social Services (8300), Services-Health Services (8000), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Peer Support, Recovery Coaching & Sober Living Services (HLAFACAN)

akta.pro secondary industries

Substance Use Recovery & Harm Reduction Support Services (BPAGAEAO), Behavioral Health & Substance Use Remote Monitoring (HLACAFAD), Recovery Lounges & Multi-Modal Recovery Centers (HSADAKAI), Health, Wellness & Patient Communities (MPACAJAL)

Keywords

• Sober recovery community
• Addiction recovery programs
• Sober fitness activities
• Recovery mobile platform
• Peer support meetings

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations: The Phoenix operates as a free community organization supported by donations. The website explicitly states programs are 'free and accessible to all' and features a donation page. Revenue comes from individual donors, corporate sponsors, and fundraising events such as the annual 'Fit to be King' gala in Tampa.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

The Phoenix is a nonprofit sober active community that delivers free, volunteer-led fitness, mindfulness, and recovery events to individuals in recovery from substance use. Its core offering is the NewForm mobile app (formerly The Phoenix App), a centralized platform connecting users to hundreds of weekly in-person sober events, online streams, on-demand workouts and meditations, peer support groups, and partner recovery organizations across the United States.

Product overview

The Phoenix is a national sober community offering a portfolio of interconnected products centered around a free mobile app called NewForm (formerly The Phoenix App). The core app serves as a hub for event registration, community connection, milestone tracking, and access to dozens of partner recovery and mental wellness organizations. Supporting the app are on-demand digital content products including group fitness workouts, meditation sessions, yoga classes, CrossFit videos, and the Rise Recover Live podcast. The Phoenix also delivers in-person programming through hundreds of weekly sober events nationwide (fitness, mindfulness, and support groups), produces music events through its Phoenix Presents initiative, operates the Send Me A Friend musician support program, and runs the 1 Million Strong campaign. The #NotMe anonymous safety reporting feature is embedded within the app. Together, these products create a sober-supportive ecosystem for individuals in recovery or seeking a sober lifestyle.

Differentiator

Problem solved

Functional benefit

Brands

• NewForm: A free app that brings together recovery and mental wellness resources and organizations in one place. NewForm serves as the evolution of The Phoenix App, connecting users with recovery events, supportive community groups, and resources from multiple organizations.
• The Phoenix Presents
• Rise Recover Live
• Send Me A Friend
• 1 Million Strong

Products and services

• NewForm Mobile App Free mobile app (iOS/Android) serving as a centralized hub for recovery and mental wellness, connecting users with events, community groups, milestone tracking, and resources from The Phoenix and partner organizations across the behavioral health spectrum.
• On Demand Classes, Meditations, and Podcasts Free on-demand digital content including group fitness workouts, meditation sessions, yoga classes, CrossFit videos, and the Rise Recover Live podcast, available anytime via the app or website to individuals in recovery or seeking wellness resources.
• Rise Recover Live Podcast Podcast series featuring conversations about recovery, personal growth, and community, with episodes covering topics such as adaptation, authentic spaces, JOMO vs. FOMO, and guest stories from the recovery community.
• Phoenix Presents Music Events Inclusive music show and festival programming that creates sober-supportive gatherings featuring live music without alcohol or substances, including flagship events like Music on the Mountain and ongoing events such as open mics, karaoke nights, and concert partnerships.
• Send Me A Friend National network of volunteer 'sober friends' who provide free in-person peer support to music industry professionals in recovery, helping newly-sober musicians and industry workers return to work and navigate recovery.
• In-Person Sober Events Hundreds of weekly in-person fitness, mindfulness, and recovery community events across the country including CrossFit, yoga, boxing, running, hiking, climbing, meditation, support group meetings, and social gatherings, hosted at partner venues in multiple U.S. cities.
• #NotMe Safety Reporting Anonymous misconduct reporting feature integrated into the app, allowing members to report discrimination, harassment, bullying, health and safety violations, and other inappropriate behaviors through a secure, confidential platform.
• Volunteer Community Leader Program Volunteer leadership program for experienced Phoenix members to guide and support volunteers, recruit new members, reach out to local partners, and create engaged volunteer teams in specified metro areas.

Quantifiable outcome

• 500,000 members milestone achieved
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• Stand Together FoundationflagshipStrategic or Co-development Partner1 Million Strong is a campaign launched through partnership with Stand Together Foundation, aiming to reach 1 million people globally in sober communities. The partnership focuses on hosting and promoting sober supportive music events and partnering with artists, venues, festival organizers, and music industry leaders to create a culture shift toward inclusivity.
• Divided Sky FoundationflagshipStrategic or Co-development PartnerCo-presenting Music on the Mountain festival, described as the largest sober music festival in the country. The third annual event takes place May 15-17 in Ludlow, Vermont. The partnership supports Trey Anastasio's Divided Sky Foundation and operates entirely without alcohol sales or sponsorships.
• Local Wellness FoundationcoreStrategic or Co-development PartnerPartnership for yoga programming. Instructor Brandy Rametta from The Local Wellness Foundation leads yoga and trauma-informed yoga sessions including meditation and sound bath at The Whittier LGBTQ Center location.
• Whittier LGBTQ CenterminorChannel Partner/ Reseller/ DistributorHost venue partner for yoga and mindfulness events. Provides space for community wellness programming targeting LGBTQ individuals in recovery.
• 208 Recovery Community CentercoreChannel Partner/ Reseller/ DistributorCoeur d'Alene partner hosting 12-step meetings and All Recovery meetings at their Substance Free Zone facility. 208 Recovery is designated as a Substance Free Zone committed to recovery-focused environment.
• Recovery Cafe Anoka CountycoreChannel Partner/ Reseller/ DistributorHost venue for functional fitness events in Anoka, MN. The facility includes a gym and partners with The Phoenix to serve individuals new in recovery/sober.
• Sister Space on TroostcoreChannel Partner/ Reseller/ DistributorKansas City partner hosting All Pathways Recovery meetings. Venue supports the organization's mission to welcome all recovery pathways regardless of background or beliefs.
• Flourish Counseling & ConsultationminorChannel Partner/ Reseller/ DistributorDallas partner hosting SMART 4-Point Recovery meetings. Located at 533 West Twelfth Street, Dallas, TX.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Recovery Centers of America: Recovery Centers of America is a large for-profit treatment provider with inpatient and outpatient services across multiple states. Comparable as a major player addressing substance use disorder at national scale, though commercial and treatment-focused rather than community/fitness-led.
• Hazelden Betty Ford Foundation: Hazelden Betty Ford is the largest nonprofit addiction treatment provider in the U.S., operating residential and outpatient programs plus recovery support. Comparable as a national nonprofit addressing substance use disorder, but operates primarily as a paid treatment system rather than a free community/events model.

Direct peers

• Alcoholics Anonymous (AA): AA is the largest free peer-led recovery community globally, offering group meetings for individuals seeking sobriety from alcohol. Directly comparable to The Phoenix as a free, volunteer-driven recovery support network, though AA is meeting-focused whereas Phoenix emphasizes fitness and broader sober events.
• SMART Recovery: SMART Recovery provides free self-help recovery support meetings (including SMART 4-Point) using a science-based, non-12-step approach. Directly comparable as a free, meeting-based peer support alternative that competes for the same individuals in recovery population as The Phoenix.
• LifeRing Secular Recovery: LifeRing is a free, secular, peer-led addiction recovery organization offering meetings and online support. Directly comparable to The Phoenix as a free, non-12-step alternative recovery community serving similar populations.
• Shatterproof: Shatterproof is a national nonprofit focused on ending addiction through advocacy, education, and support. Comparable to The Phoenix as a national-scale, donation-funded nonprofit addressing substance use disorder, though Shatterproof emphasizes systems change while Phoenix emphasizes community and fitness.

Emerging players

• Peloton: Peloton is a connected fitness platform offering live and on-demand classes with a strong community component. Comparable to The Phoenix's fitness-meets-community offering (CrossFit, group fitness, on-demand workouts), though commercial and not recovery-focused.
• Calm: Calm is a leading meditation, mindfulness, and sleep app with a large content library. Comparable to NewForm's on-demand meditation and wellness offerings, though commercial and broader mental health rather than community/fitness-driven recovery.
• Headspace Health: Headspace offers digital mental wellness content including meditation and mindfulness, mirroring NewForm's on-demand meditation and wellness library. Comparable as a digital recovery/wellness content platform, though commercial and broader mental health rather than addiction-focused.

Others

• CrossFit: CrossFit is the fitness methodology underpinning many Phoenix workouts, with affiliated gyms worldwide. Comparable as the activity backbone for Phoenix's fitness programming and as a community-driven fitness culture that resonates with sober active communities.

Market position

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/RiseRecoverLive

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

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 The Phoenix