Lifepro
Lifepro is a direct-to-consumer wellness brand selling vibration plates, red light therapy devices, infrared sauna products, and recovery equipment through its Shopify storefront, Amazon, and a UK site, serving individual consumers across seniors, athletes, and everyday wellness segments.
- Company typePrivate
- Founded2018
- HeadquartersStaten Island, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lifepro does
Lifepro is a private direct-to-consumer wellness and fitness equipment brand operating as Lifepro Fitness LLC out of Staten Island, New York. Co-founded by Abraham Brach and Joel Gottehrer (COO), the company sells a diversified hardware portfolio across five categories — vibration therapy plates, red light therapy devices, infrared sauna products, fitness and recovery equipment (massage guns, dumbbells, vibrating balls), and the Sunello supplement line — through its owned Shopify storefront at lifeprofitness.com, Amazon, and a dedicated UK storefront. The company claims 2M+ customers and 100,000+ verified five-star reviews with a 4.8 average rating.
The core technical platform is whole-body vibration (WBV) therapy using 4D triple-motor systems that combine oscillating, lateral, and tri-planar motion at 20–50 Hz, supporting up to 500 lb weight capacity and producing up to 3,000 involuntary muscle contractions per minute. The red light line uses clinically studied wavelengths of 630–670 nm (surface treatment) and 800–850 nm (near-infrared, deeper tissue), with the VibraRed 2-in-1 platform integrating both modalities into a single device. Pricing is unit-based, ranging from $44.99 for entry-level light therapy accessories to $1,399.99 for full-body red light systems and infrared sauna cabins, positioning Lifepro at a meaningful discount to clinical-grade competitors priced at $2,295–$5,995.
The business model is product-led DTC: revenue is transactional hardware sales with no subscription layer, supported by a lifetime warranty, 30-day returns, free shipping, and a Truemed partnership enabling HSA/FSA eligibility. Marketing relies on blog content, email, organic social (Instagram, Facebook, TikTok, YouTube), an affiliate/referral program offering 5% off plus cash back, earned media (Forbes, Prevention, Yahoo, CNN Underscored), and The Wellness Circle community platform ($1 for 14-day trial). The company targets four horizontal consumer personas — Seniors & Therapy, Athletes & Performance, Everyday Wellness, and Office/Home Users — with no disclosed enterprise or B2B channel.
Lifepro firmographics
Firmographics- Name
- Lifepro
- Legal name
- Lifepro Fitness LLC
- Website
- https://lifeprofitness.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lifepro is a direct-to-consumer wellness brand selling vibration plates, red light therapy devices, infrared sauna products, and recovery equipment through its Shopify storefront, Amazon, and a UK site, serving individual consumers across seniors, athletes, and everyday wellness segments.
- Ownership category
- akta.pro rank
Lifepro industry classification
Industry- Product category
- Consumer Wellness & Fitness Recovery Equipment
- NAICS
- Sporting Goods Retailers (45911), Health and Personal Care Retailers (456)
- SIC
- Sporting & Athletic Goods, Nec (3949), Electromedical & Electrotherapeutic Apparatus (3845)
- akta.pro primary industry
- Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE)
- akta.pro secondary industries
- Mental Wellness & Stress Management Devices (Biofeedback, Meditation/Neurostimulation Devices) (CRACAQAL), Weight Management & Metabolic Supplements (CRADAGAG)
Keywords
Where Lifepro is headquartered
LocationHeadquarters
- HQ city
- Staten Island
- HQ country
- United States
- HQ region
- North America
Markets served
Lifepro business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D, Others
Revenue model
- Vibration Plate Sales: One-time hardware sales of vibration plates ranging from entry-level ($79.99) to premium professional ($499.99). Revenue is transactional with no recurring component, though the company offers accessories and complementary products to drive repeat purchases.
- Red Light Therapy Devices: Sale of red light therapy devices including belts, masks, panels, and targeted therapy products. Price points range from budget ($44.99) to premium full-body systems ($1,399.99).
- Infrared Sauna Products: Sales of infrared sauna blankets, portable steam rooms, and indoor infrared cabins for detoxification and wellness.
- Fitness Equipment & Accessories: Sales of home fitness equipment including dumbbells, ellipticals, massage guns, and recovery tools. Also includes supplements (Sunello superfood blends).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level vibration plates for beginners |
| Unit Pricing | Pay-as-you-go | Core wellness vibration plates for everyday use |
| Unit Pricing | Pay-as-you-go | Advanced performance vibration plates |
| Unit Pricing | Pay-as-you-go | Premium elite professional vibration plates |
| Unit Pricing | Pay-as-you-go | Targeted red light therapy devices |
| Unit Pricing | Pay-as-you-go | Skincare red light therapy devices |
| Unit Pricing | Pay-as-you-go | Full body red light therapy panels |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Lifepro product offering
Product offeringCore offering
Lifepro sells its own branded line of whole-body vibration plates, red and near-infrared light therapy devices, infrared sauna products, and complementary fitness/recovery equipment directly to consumers through its lifeprofitness.com e-commerce store and Amazon. The portfolio covers entry-level to premium price tiers and is supported by lifetime warranties, 30-day returns, and HSA/FSA eligibility through Truemed.
Product overview
Lifepro offers a comprehensive wellness ecosystem centered on vibration therapy platforms, with a diversified product portfolio spanning five core categories: Vibration Therapy (featuring vibration plates such as Waver, Rumblex series, Turbo 3D, Hovert 3D, HexaPlate, CosmoPlate, VibranceX, and Voice-Controlled Vertical), Red Light Therapy (including AllevaRed series, RevitaGlow, LumiCure, BioRecover, BioHeal, Luminova, and AllevaBody products), Sauna Products (BioRemedy Plus, Revivify Deluxe, RejuvaCure, ZenZone), Fitness & Recovery Equipment (GluteBlast, PowerFlow Plus Dumbbells, Sonic Massage Gun, Velocity Vibrating Ball, NordPod), and Accessories. The platform leverages whole-body vibration technology as its core foundation, complemented by red light therapy and heat therapy solutions for a holistic wellness approach.
Differentiator
Problem solved
Functional benefit
Brands
- Sunello: Clean superfood blends and supplements for daily nutrition
- RevitaGlow
- AllevaRed
- BioRecover
- BioHeal
- VibraRed
- LumiCure
- LumiNova
- InfraGlow
- LumaGlow
Products and services
- Vibration Plates Collection A line of whole-body vibration therapy plates spanning entry-level (TrimLite $139.99, HexaPlate Lite $79.99, VibraNano $89.99), core (Waver $199.99, Waver Mini $149.99, CosmoPlate $179.99), advanced (Rumblex 4D $399.99, Rumblex Max $349.99, Rhythm $359.99), and premium-elite (Rumblex Pro 4D $499.99, Rumblex Plus 4D $399.99) tiers. Models include 4D triple-motor oscillation, 20–50 Hz frequency range, up to 3,000 muscle contractions per minute, and 500 lb weight capacity. Targeted at seniors, athletes, everyday wellness consumers, and office users seeking at-home low-impact exercise and recovery.
- Red Light Therapy Devices Collection Extensive range of red and near-infrared light therapy devices across skincare (RevitaGlow Mask $99.99, VizaCure LED Mask $49.99, LumiCure Torch $109.99, Luminova Neck Device $149.99), targeted pain and recovery (AllevaRed Belt $189.99, AllevaRed Pro $199.99, BioRecover Knee Brace $129.99, InfraGlow $44.99), and full-body treatment (BioHeal Panel $329.99, AllevaBody Fit Mat $549.99, AllevaBody Wrap $1,399.99, BioRejuvenate Panel $1,399.99). Uses dual wavelengths of 630–670 nm (red) and 800–850 nm (near-infrared) for surface and deep-tissue applications.
- Sauna Products Collection Infrared heat therapy products including the BioRemedy Plus Infrared Sauna Blanket, Revivify Deluxe Portable Red Light Steam Room, RejuvaCure Red Light Therapy Low EMF Infrared Sauna (indoor cabin), and ZenZone Sauna Tent (outdoor), plus sauna accessories such as the Sauna Blanket Detox Wrap. Used for detoxification, weight management, circulation, and daily wellness sessions with included lifetime warranty on the sauna.
- Fitness & Recovery Equipment Collection Home fitness and recovery tools including the GluteBlast Hip Thrust Machine, PowerFlow Plus Dumbbells, Sonic Portable Deep Tissue Muscle Massager Gun, Velocity Vibrating Ball 2.0, NordPod cold therapy, and Sunello Lean Superfood Powder nutritional supplements. Designed for at-home strength training, percussion massage recovery, and daily nutrition support.
- Accessories Collection Supporting accessories including the Portable Powerbank, Whole Body Vibration Training Chart workout guide, and Sauna Blanket Detox Wrap. Sold alongside primary devices to extend product use cases and enable repeat purchases.
- VibraRed 2-in-1 Vibration and Red Light Platform
Quantifiable outcome
- 200+ peer-reviewed studies support whole-body vibration therapy
- +4 more outcomes
Companies that use Lifepro
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Lifepro technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Lifepro partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- TruemedcoreTruemed enables Lifepro customers to purchase fitness and recovery products using HSA/FSA funds, making products accessible to health-conscious consumers with pre-tax healthcare dollars. This partnership addresses a key barrier to purchase for consumers who prefer or require HSA/FSA eligible wellness products.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Lifepro competitors and assessment
Company assessmentDirect peers
- Power Plate: Original commercial-grade whole-body vibration plate brand; competes head-to-head with Lifepro in the vibration therapy category but at a much higher price point ($2,000+), making Lifepro its mass-market disruptor.
- Hyperice: Recovery and wellness hardware brand offering percussion massagers, vibration devices, and heat/contrast therapy; overlaps directly with Lifepro's massage gun, vibration plate, and recovery categories and targets similar athletes/recovery consumers.
- Therabody: Maker of Theragun percussion devices and recovery products; directly competes in the massage gun / soft-tissue recovery category where Lifepro's Sonic massage gun is positioned.
- HigherDOSE: DTC wellness brand selling infrared sauna blankets, red light therapy devices, and PEMF mats — a near-direct competitor in Lifepro's AllevaRed / RejuvaWrap / infrared sauna product lines with a similar premium DTC positioning.
- Mito Red Light: Specialist retailer of red light and near-infrared therapy panels, wraps, and targeted devices; directly overlaps Lifepro's red light therapy collection across multiple price tiers.
Broad incumbents
- HoMedics: Established mass-market personal wellness and massage device brand; broader portfolio (massagers, air filters, wellness) overlaps with Lifepro's massage gun and personal wellness device lines, typically sold through mass retail and Amazon.
Emerging players
- Bon Charge: DTC red light therapy, infrared sauna, and blue light blocking brand; directly competes in the consumer red light panel and infrared sauna blanket space where Lifepro sells AllevaRed, BioHeal, and RejuvaWrap products.
- Sun Home Saunas: Infrared sauna specialist offering blankets, full cabins, and red light therapy bundles; overlaps with Lifepro's BioRemedy, RejuvaCure, and ZenZone sauna line at a similar premium price point.
- Bob and Brad: DTC physical-therapist-led brand selling massage guns, percussion devices, and recovery tools primarily through Amazon; directly competes with Lifepro's Sonic massage gun line in the consumer recovery category.
- Plunge: DTC cold plunge and wellness recovery brand; while primarily cold-water, its expanding recovery/wellness ecosystem competes for the same 'home recovery routine' consumer wallet that Lifepro targets with vibration and red light products.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Lifepro social profiles
Digital presenceLifepro compliance and trust
Trust signalCompliance1 record
Lifepro financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lifepro leadership team
Management profileNumber of profiles
Profiles2 records
Lifepro funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lifepro 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 Lifepro
What does Lifepro do?
Lifepro sells its own branded line of whole-body vibration plates, red and near-infrared light therapy devices, infrared sauna products, and complementary fitness/recovery equipment directly to consumers through its lifeprofitness.com e-commerce store and Amazon. The portfolio covers entry-level to premium price tiers and is supported by lifetime warranties, 30-day returns, and HSA/FSA eligibility through Truemed.
Is Lifepro a public or private company?
Lifepro is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Lifepro founded?
Lifepro was founded in 2018. It employs 11 to 50 people.
Where is Lifepro based?
Lifepro is headquartered in Staten Island, United States, in the North America region.
How does Lifepro make money?
Four revenue lines are on record. Vibration Plate Sales are the primary driver. The others are red Light Therapy Devices, infrared Sauna Products and fitness Equipment & Accessories.
Who are Lifepro's main competitors?
Direct peers on record are Power Plate, Hyperice, Therabody, HigherDOSE and Mito Red Light. HoMedics is listed as a broad incumbent. Emerging players are Bon Charge, Sun Home Saunas, Bob and Brad and Plunge.
Does Lifepro have an API?
No public API is recorded for Lifepro.
What industry is Lifepro in?
Lifepro's product category is Consumer Wellness & Fitness Recovery Equipment. Its primary akta.pro industry code is CRAMADAE, Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings), with a secondary code of CRACAQAL, Mental Wellness & Stress Management Devices (Biofeedback, Meditation/Neurostimulation Devices). Its NAICS code is 45911 and its SIC code is 3949.