Fitness Blender

What Fitness Blender does

Fitness Blender is a privately held, Washington-state LLC operating a direct-to-consumer online fitness platform at fitnessblender.com. The company delivers hundreds of professionally built workout videos led by certified personal trainers, structured multi-week workout programs, meal plans, expert articles, healthy recipes, wellness videos, and a community forum, accessible globally through a web-based interface with mobile-responsive design. Free membership serves as the top-of-funnel, while the FB Plus premium subscription adds an ads-free proprietary video player (with Chromecast and AirPlay support), exclusive content libraries, custom workout swapping, personal routines, interactive meal plans, and statistics tracking.

The underlying technology stack is deliberately lean: free video content is hosted on YouTube, while FB Plus members access an ads-free player, supporting Chromecast and AirPlay for TV casting. The platform supports social login via Google and Facebook, uses Google Analytics and AdSense, and includes a custom interactive workout calendar, FB Wallet for stored balances and passes, and a referral/rewards system. The company discontinued its white-label mobile app to regain full product control, redirecting investment into a mobile-friendly website.

Monetization is anchored on FB Plus subscriptions ($8.99/month or $79.99/year auto-renew, with a one-week free trial) supplemented by one-time purchases of workout programs, meal plans, FB Plus Passes, and non-refundable eGift Cards redeemable through FB Wallet. Distribution is self-serve direct online for consumers, with a separate field-sales motion for B2B through FB Plus Group, which sells seat-based and content-licensing arrangements to insurance providers, EAP providers, and enterprise workforces. The company is founder-led by Daniel Segars and Kelli Segars (co-founder and CEO), privately held with no external funding disclosed, and operates with a small 11-50 employee team.

Name

Fitness Blender

Legal name

Fitness Blender LLC

Website

https://fitnessblender.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Fitness Blender is a privately held, founder-led online fitness platform offering free and premium workout videos, programs, meal plans, and community forums to individual consumers, with a B2B group wellness offering for employers, insurers, and EAP providers.

Ownership category

akta.pro rank

Product category

Online Fitness

NAICS

Fitness and Recreational Sports Centers (71394), Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162), Diet and Weight Reducing Centers (812191)

SIC

Services-Membership Sports & Recreation Clubs (7997), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industries

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE), Small-Group Personal Training (Semi-Private) (HSADAAAN), Functional Fitness / Cross-Training Groups (HSADABAH), Weight Loss & Body Transformation Training (HSADAAAC)

Keywords

• Online fitness platform
• Workout video library
• Fitness subscription service
• Home workout programs
• Healthy living content

Headquarters

HQ city

Mount Vernon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D

Revenue model

1. FB Plus Subscription (Auto-Renew): Monthly subscription at $8.99/month or annual subscription at $79.99/year. Auto-renews at the end of each billing period. New users qualify for a one-week free trial.
2. FB Plus Passes: One-time purchase passes that provide full FB Plus access for a set number of days without auto-renewal. Can be purchased and accumulated in the FB Wallet.
3. Workout Programs: One-time purchase of structured workout programs with day-by-day guidance on interactive calendars. Programs include various fitness goals and durations.
4. Meal Plans: Calendar-based meal plans available as one-time purchases. Interactive meal plans included with FB Plus subscription.
5. eGift Cards and FB Wallet: eGift Cards generate codes to add funds to FB Wallet. Wallet balance can be used for programs, meal plans, and FB Plus subscriptions.
6. Corporate/Group Wellness Licensing: B2B revenue from insurance providers, EAP providers, and enterprises through group plans, content licensing, and enterprise engagements.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Fitness Blender provides an online fitness and healthy living platform delivering free and premium on-demand workout videos, structured multi-day workout programs, meal plans, expert articles, and healthy recipes through its website. The free membership offers hundreds of workouts and community access, while the FB Plus premium subscription ($8.99/month or $79.99/year) unlocks exclusive content, an ads-free video player, custom workout routines, and interactive meal planning.

Product overview

Fitness Blender is an online fitness platform offering a dual-tier model: a free membership with access to hundreds of workout videos, expert articles, healthy recipes, and community forums, plus a premium FB Plus subscription that adds exclusive content (121 programs, 1164 workouts, 115 expert articles, 128 recipes), an ads-free video player, custom workout swapping, personal routines, and interactive meal plans. The platform also sells individual workout programs, meal plans, and eGift Cards. FB Plus Group provides enterprise wellness solutions with usage analytics and content licensing options for employers and wellness providers. Core delivery is web-based with YouTube video integration for free users and a proprietary ads-free player for FB Plus members, supporting Chromecast and AirPlay streaming.

Differentiator

Problem solved

Functional benefit

Brands

• FB Plus: Premium subscription service offering exclusive workouts, programs, challenges, expert articles, healthy recipes, and an ads-free video experience with advanced features.
• FB Plus Group

Products and services

• Fitness Blender Free Membership Free tier offering access to hundreds of professionally-built workout videos, healthy living articles, recipes, community access, an interactive workout calendar, and workout tracking for individual users.
• FB Plus Premium Subscription Premium subscription ($8.99/month or $79.99/year) adding exclusive content (121 programs, 1,164 workouts, 115 expert articles, 128 recipes), an ads-free video player, custom workout swapping, personal routines, interactive meal plans, statistics tracking, and advanced filtering for individual subscribers.
• FB Plus Passes One-time purchase passes providing temporary FB Plus access for a set number of days without auto-renewal, accumulated in the FB Wallet.
• Workout Programs Structured day-by-day training programs with interactive calendars for individual users, including general fitness, strength building, weight loss, and specialty programs. Some programs are exclusive to FB Plus members.
• Meal Plans Calendar-based nutrition programs with recipes and meal scheduling. Interactive meal plans are available exclusively through FB Plus; PDF-based meal plans are available for one-time purchase.
• eGift Cards Digital gift cards that add credit to FB Wallet, redeemable on FitnessBlender.com for workout programs, meal plans, and FB Plus subscriptions. Non-refundable.
• FB Plus Group Enterprise group wellness platform providing admin controls, usage analytics, engagement tracking, and customizable group plans for employers, insurance providers, EAP providers, and wellness programs. Offers fully paid, partially paid, self-paid, and self-paid referral seat models.
• Content Licensing Licensing arrangements that allow Fitness Blender's wellness content to be distributed on third-party platforms serving insurance, EAP, and enterprise customers.

Quantifiable outcome

• Members use their FB Plus membership 3.5x more frequently than people with monthly gym memberships
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Six partnerships are on record, tiered minor and core.

• PowerBlockminorOthersPowerBlock dumbbells are promoted as the recommended equipment for Fitness Blender workouts. A discount code (FBXPB20) offers $20 off orders of $200 or more for PowerBlock products.
• YouTubecoreTechnology or IntegrationYouTube hosts Fitness Blender's free video content. Free members watch videos through YouTube player. YouTube cookies are used for video playback functionality.
• GooglecoreTechnology or IntegrationGoogle provides login functionality (OAuth) for user account creation and authentication. Google Analytics tracks site usage and events. Google Adsense serves targeted advertising on the free tier.
• FacebookcoreTechnology or IntegrationFacebook provides social login functionality for user account creation. Facebook social media features are integrated on the website. Facebook cookies are used when logging in through Facebook.
• Insurance and EAP ProviderscoreStrategic or Co-development PartnerPartnership with insurance providers, EAP providers, and wellness providers to offer FB Plus as part of corporate wellness packages. Tailored affordable and effective wellness packages for employee health initiatives.
• Enterprise BusinessescoreChannel Partner/ Reseller/ DistributorEnterprise partnerships for workforce wellness programs. Options include fully paid seats, partially paid seats, and self-paid referral models with volume discounts.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Beachbody (BODi): Beachbody (now BODi) sells streaming workout programs, nutrition plans, and structured fitness challenges via subscription — the closest direct competitor to Fitness Blender's freemium workouts-plus-programs-plus-meal-plans model.
• Daily Burn: Daily Burn offers streaming workout videos and structured programs across multiple modalities via subscription; a direct competitor in the at-home, trainer-led online fitness category.
• Openfit: Openfit delivers live and on-demand fitness classes, structured programs, and nutrition content via subscription; comparable offering to Fitness Blender's video workouts-plus-meal-plan approach.
• Les Mills On Demand: Les Mills On Demand streams group fitness classes and structured programs based on the Les Mills brand; directly comparable library-led online fitness model targeted at at-home subscribers.

Broad incumbents

• Peloton: Peloton operates a broad digital fitness subscription with on-demand classes, programs, and multi-modality content; while anchored by hardware, its app-only tier competes head-to-head with Fitness Blender for at-home workout subscribers.
• Apple Fitness+: Apple Fitness+ offers on-demand workouts, programs, and trainer-led content integrated into the Apple ecosystem; a broad incumbent in online fitness with significantly larger marketing and platform distribution than Fitness Blender.
• Nike Training Club: Nike Training Club provides free and premium on-demand workout videos, programs, and coaching content from a major athletic brand; directly comparable content model with the added leverage of Nike's brand and marketing budget.

Emerging players

• Alo Moves: Alo Moves is a yoga, pilates, and mind-body focused streaming platform with subscription access to classes and programs; an emerging player with overlapping content categories (yoga, pilates) that Fitness Blender also offers.
• Glo: Glo provides on-demand yoga, pilates, and meditation classes via subscription; overlaps with Fitness Blender's yoga, pilates, and meditation content for the at-home wellness segment.
• Aaptiv: Aaptiv delivers audio and video-guided workouts, programs, and coaching; an emerging player with comparable digital fitness content aimed at the same at-home consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/fitnessblender
• Xx.com/fitnessblender

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Fitness Blender