What pliability does

Pliability is a US-based digital mobility and recovery platform operating as a bootstrapped private LLC, founded in 2015 originally as ROMWOD within the CrossFit community and rebranded in September 2022 to broaden its addressable market to general human movement and longevity. The core product is a mobile-first application (iOS and Google Play, 4M+ cumulative downloads) delivering over 2,000 expert-led video mobility and stretching routines, with sport- and condition-specific program modules including HYROX Hub, Golf Hub, Running Hub, Pregnancy Path, Adaptive Mobility Collection (wheelchair-accessible), and Back Pain Mobility Path. The technology stack combines on-demand video content with rule-based personalization (Smart Routines), a 3-minute Mobility Test assessment, progress dashboards, and integrations with WHOOP biometrics and Hyperice recovery hardware.

The business model is subscription-led with two primary tiers: individual consumer subscriptions accessed via a 7-day free trial on iOS, Google Play, and web; and organizational Team Plans (10-150 members, self-serve at $6.95/user/month) and Custom/Enterprise Plans (150+ members, direct sales). A secondary e-commerce stream sells branded mats and merchandise through shop.pliability.com, and a Truemed partnership enables HSA/FSA reimbursement (cited 30% average savings) for annual subscriptions. A sub-brand called pliability Ventures operates as an investment vehicle targeting fitness, sports medicine, and supplement verticals.

Go-to-market is predominantly product-led growth via app store acquisition, augmented by earned media coverage (Forbes, GQ, Men's Journal, Glamour, Telegraph, 100+ outlets) and elite athlete endorsements (Tia-Clair Toomey, Josh Kerr, Lee Westwood, Emma Lawson). Strategic partnerships with HYROX (Official Stretching Partner), Hyperice, WHOOP, and WheelWOD anchor ecosystem positioning. The company operates globally across 100+ countries with 11-50 employees and is led by founder Scott Perkins, with no disclosed external venture capital, private equity backing, or parent company.

Name

pliability

Legal name

pliability, LLC

Website

https://pliability.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

pliability is a US-based, bootstrapped digital mobility and recovery platform offering a mobile app with 2,000+ expert-led stretching routines for athletes, fitness enthusiasts, and teams across 100+ countries, monetized via individual and enterprise subscriptions plus branded merchandise.

Ownership category

akta.pro rank

Headquarters

HQ city

Wilmington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Individual Subscription: Subscription-based revenue from individual consumers accessing the pliability app and its library of mobility routines. Features a 7-day free trial followed by paid monthly or annual subscriptions.
2. Team/Enterprise Plans: B2B subscription plans for organizations, teams, and enterprises with volume-based pricing. Team Plans (10-150 members) and Custom/Enterprise Plans (150+ members) offered at discounted rates starting at $6.95/user/month.
3. E-commerce (Shop): Sale of physical products including pliability branded mats and merchandise through shop.pliability.com.
4. HSA/FSA Reimbursement: Partnership with Truemed to enable HSA/FSA reimbursement for subscriptions, potentially increasing customer conversion and average revenue per user through added value.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

pliability operates a mobile-first mobility and recovery platform delivering on-demand, expert-led video stretching routines through iOS, Android, and web apps. The core subscription grants access to 2,000+ routines, personalized Smart Routines, a 3-minute Mobility Test assessment, and progress tracking, with sport-specific libraries spanning HYROX, Golf, Running, Pregnancy, and Adaptive (wheelchair-accessible) content. Complementary offerings include B2B Team/Enterprise subscription plans with admin dashboards and an e-commerce shop for branded mobility products.

Product overview

pliability is a digital mobility and recovery platform offering a mobile app as its core product, complemented by specialized program modules and e-commerce. The core app provides on-demand video-based stretching and mobility sessions with over 2,000 routines, daily personalized programs, and progress tracking. Specialized modules include the HYROX Hub (race-specific training), Mobility Test (assessment), Relief + Recovery (pain management), Golf Hub, Pregnancy Path, Running Hub, and Adaptive Mobility Collection (wheelchair-accessible). The Teams feature provides organizational subscriptions for groups, while shop.pliability.com sells physical products including the pliability Mat. pliability Ventures operates as an investment sub-brand in human optimization.

Differentiator

Problem solved

Functional benefit

Brands

• Pliability Shop: Physical merchandise including mobility mats and accessories sold through shop.pliability.com.
• pliability Ventures

Products and services

• pliability Mobile App The core mobile application offering on-demand video-based stretching and mobility sessions to individual subscribers. Provides 2,000+ expert-led routines, daily personalized Smart Routines based on user input (pain areas, training type, time available), and progress tracking across iOS, Android, and web.
• HYROX Hub Dedicated training hub for HYROX race participants providing pre-race mobility sessions, workout-specific stretching, and race preparation routines.
• Mobility Test 3-minute assessment tool that measures user mobility and uncovers flexibility limitations, producing instant feedback used to inform personalized routine recommendations.
• Relief + Recovery Pain relief and recovery-focused routines targeting specific body areas (neck, shoulder, back, knee, hips) to reduce discomfort and support injury prevention.
• pliability Teams B2B team and organization plan offering group access to pliability's mobility programs at per-seat pricing starting at $6.95/user/month. Includes admin dashboard for member management, engagement reporting, and team usage analytics. Available as Team Plan (10-150 members) and Custom/Enterprise Plan (150+ members).
• shop.pliability.com E-commerce storefront selling physical mobility products including the pliability Mat, banners, and apparel with international shipping.
• Golf Hub Sport-specific mobility program providing golfers with routines to improve flexibility for swing mechanics and the long game.
• Pregnancy Path Prenatal mobility program developed in partnership with Tia-Clair Toomey providing safe stretches for strength and relief during pregnancy.
• Running Hub Running-specific mobility routines designed to help runners achieve more miles with less pain through targeted stretching and recovery work.
• Adaptive Mobility Collection Wheelchair-accessible mobility routines developed in partnership with WheelWOD for adaptive athletes and people with disabilities.

Quantifiable outcome

• 30% increase in mobility after 2 weeks with 3x weekly stretching
• +4 more outcomes

Named customers10 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature8 records

Partnerships

Four partnerships are on record, tiered core and minor.

• HypericecoreTechnology or Integration · 4 November 2025Strategic partnership to provide elevated mobility and recovery routines. Integrates Hyperice recovery devices (Venom, Normatec) with pliability content for comprehensive post-workout recovery experience.
• HYROXcoreStrategic or Co-development Partner · 2 June 2025Pliability is the Official Stretching Partner of HYROX, a global fitness race event. Partnership includes dedicated HYROX Hub with sport-specific mobility programs, pre-race sessions, and training content optimized for HYROX competitors. Launched August 2025.
• WheelWODminorStrategic or Co-development Partner · 1 December 2023Partnership to launch Adaptive Mobility Collection for wheelchair users and people with disabilities. Provides specialized mobility content for adaptive athletes.
• WHOOPcoreTechnology or Integration · 29 September 2022Deep integration with WHOOP wearable devices. pliability receives strain and recovery data from WHOOP to provide personalized mobility recommendations based on user's biometric data. Announced September 2022.

Scale indicators9 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Apple Fitness+: Apple's subscription fitness service bundled with Apple One, offering on-demand video workouts including stretching, mobility, yoga, and recovery content. Directly comparable to pliability on subscription-based video mobility/stretching workouts delivered via mobile app, though much broader in scope and bundled within Apple's ecosystem.
• Down Dog: Subscription yoga and fitness app offering procedurally generated, personalized video sessions across yoga, HIIT, Barre, and stretching. Closest direct competitor to pliability on the personalization-and-video-stretching axis, with comparable mobile-first subscription model and dynamically generated routines.
• Glo: Subscription-based yoga, Pilates, and meditation platform delivering thousands of on-demand video classes from world-class instructors. Comparable to pliability as a video-led mobility/flexibility subscription app targeting similar consumer wellness use cases.
• FitOn: Free/ad-supported and premium fitness app offering video workouts including stretching, yoga, and recovery content with celebrity trainers. Comparable subscription-plus-mobile-app business model targeting similar fitness/mobility consumer segments, with broader content breadth than pliability.
• Centr: Subscription fitness app originally built around Chris Hemsworth's training, offering video-based workouts, recovery, mindfulness, and meal plans. Comparable to pliability on subscription video fitness and the celebrity-athlete content partnership model.
• Future: Personal training app pairing users with remote coaches for customized fitness programming delivered via mobile. Comparable as a premium personalized fitness subscription in the same mobility/recovery adjacency, though anchored in 1:1 coaching rather than video library.
• Aaptiv: Subscription fitness app offering audio and video-led guided workouts including strength, running, and stretching. Comparable mobile-first subscription fitness model targeting similar consumer use cases around guided movement and recovery.

Broad incumbents

• Peloton: Large connected-fitness platform offering subscription access to on-demand video classes including stretching, yoga, and mobility content alongside its hardware ecosystem. Comparable as a premium video fitness subscription serving overlapping mobility/stretching use cases, though pliability's offering is more mobile-native and mobility-specialized.
• Calm: Leading meditation, sleep, and wellness subscription app with a broad content library including sleep stories, meditations, and movement content. Comparable as a large-scale subscription wellness platform addressing overlapping mind-body use cases like sleep and breathing, which pliability also covers.

Others

• WHOOP: Wearable fitness/recovery hardware brand and membership platform with which pliability has a deep integration since Sept 2022. Comparable as a hardware partner and ecosystem participant in the recovery/HRV space; not a direct competitor but its own app includes recovery and strain insights that could overlap with pliability's biometric-driven recommendations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/pliability_
• YouTubeyoutube.com/@pliability
• Facebookfacebook.com/pliability
• LinkedInlinkedin.com/company/pliability
• Instagraminstagram.com/pliability_
• TikToktiktok.com/@pliability

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 pliability