Rolling Strong

What Rolling Strong does

Rolling Strong, LLC is a privately held US wellness technology company founded in 2011 (LLC incorporated circa 2018, governing law Kansas, mailing address Riverside, Missouri) that builds a cloud-based employee wellness platform targeted primarily at the transportation and trucking industry and secondarily at general corporate employers and individual consumers. The platform combines an iOS/Android mobile app, a web member portal, a gamification engine, certified wellness coaching, wearable integrations (Fitbit), health-kiosk integrations (Higi), and a proprietary DOT pre-physical assessment module called Ready Re-Cert that helps drivers prepare for CDL medical recertification. The CashCal sub-brand operates a rewards engine paying $0.01 per calorie burned, redeemable via PayPal.

The company monetizes primarily through annual enterprise subscriptions sold via direct field sales to transportation and corporate buyers, with custom quotes produced through an online ROI calculator and a tiered offering (free, limited, government-incentivized, full-scale managed service). Managed-service fees are bundled into enterprise pricing and cover concierge deployment, account management, coaching, education, and reporting. Secondary revenue streams include individual self-enrollment subscriptions and an online shop selling PPE and merchandise at volume discounts to fleets and drivers. The company also operates co-branded virtual competitions (e.g., the Natera 500 Virtual Route Competition) as a marketing and engagement channel.

Rolling Strong is bootstrapped with no disclosed external funding, reports 1-10 employees, and lists Steve Kane as President. Named customers include Highway Transport, Mesilla Valley Transportation, Natera, and the Women In Trucking Association. The company claims aggregate outcomes of 1.76 billion participant steps, 782,000+ miles walked, and 8,420 pounds lost across its programs.

Name

Rolling Strong

Legal name

Rolling Strong, LLC

Website

https://rollingstrong.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Rolling Strong is a privately held US wellness technology company that provides a mobile and web platform delivering coaching, gamified wellness programs, DOT pre-physical assessment, and rewards to transportation fleets, corporate employers, and individual drivers.

Ownership category

akta.pro rank

Product category

Corporate Wellness Programs

NAICS

Business Service Centers (56143), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Support Activities for Road Transportation (4884)

SIC

Services-Prepackaged Software (7372), Services-Health Services (8000), Services-Miscellaneous Business Services (7380)

akta.pro primary industry

Employer Wellness & Population Health Programs (HLAEAAAH)

akta.pro secondary industry

Fitness & Wellness Operations Support (On-site Gyms/Wellness Rooms) (IMAIALAL)

Keywords

• Corporate wellness programs
• Driver health coaching
• DOT physical preparation
• Employee wellness platform
• Fitness tracking software

Headquarters

HQ city

Riverside

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Enterprise Employee Wellness Program Subscriptions: Rolling Strong sells corporate wellness programs to transportation companies and employers on a subscription basis. Programs are offered in multiple tiers including free programs, limited-resource programs, government-incentivized programs, and full-scale managed service wellness programs. Pricing is custom-quoted based on company size and program scope.
2. Managed Service Fees: The company provides a complete managed service solution encompassing program deployment, account management, user management, coaching, education, and reporting. These managed service fees are bundled into enterprise program pricing.
3. Individual Wellness Program Enrollment: Individuals can self-enroll in the Rolling Strong wellness program independent of a company sponsorship, providing a direct-to-consumer revenue stream.
4. Online Shop (PPE and Merchandise): Rolling Strong operates an online shop selling personal protective equipment (masks, gloves, hand sanitizer, thermometers) at volume-discounted prices to fleets and drivers, and fitness gear/merchandise to members.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels7 records

Core offering

Rolling Strong delivers enterprise employee wellness programs combining a mobile app, web portal, certified wellness coaching, biometric screenings, gamified competitions, and the CashCal rewards engine. Programs are tailored primarily for transportation and trucking companies, with a specialty DOT pre-physical assessment (Ready Re-Cert) designed to help drivers maintain CDL medical certification.

Product overview

Rolling Strong is a technology-driven employee wellness platform that combines a mobile app with web portal access, offering multiple integrated modules including wellness tracking, coaching services, rewards programs, and industry-specific solutions. The core product is the Rolling Strong Mobile App paired with the Member Portal web platform. Key modules include the CashCal Rewards Program for exercise incentives, Ready Re-Cert for DOT medical exam preparation, Wellness Competitions and Virtual Route Challenges for gamification, and specialized Transportation, Corporate, and Individual Wellness Programs. The platform also includes a Managed Services layer providing deployment, coaching, reporting, and technical support.

Differentiator

Problem solved

Functional benefit

Brands

• CashCal: CashCal Exercise Rewards Program - A rewards program where users earn $0.01 per calorie burned, with $10 rewards after burning 10,000 calories, redeemable via PayPal or merchant offers.

Products and services

• Rolling Strong Mobile App Mobile application for iOS and Android that lets enterprise program participants and individual members track fitness, nutrition, hydration, sleep, log activities, compete in challenges, earn CashCal rewards, and connect with certified wellness coaches.
• Rolling Strong Member Portal (Web Portal) Web-based companion platform to the mobile app where members access coaching tips, biometric education, testimonials, brochures, podcasts, videos, app help, and wellness resources; for enterprises it provides user management, deployment, and reporting.
• CashCal Rewards Program Exercise rewards program where members earn $0.01 per calorie burned, receive a $10 reward after burning 10,000 calories, and can redeem rewards for cash via PayPal or through merchant discounts.
• Ready Re-Cert DOT Pre-Physical Assessment Specialized DOT medical pre-exam analytics tool that assesses a driver's current medical status against DOT physical criteria, delivers pre-exam recommendations, and provides a short-term lifestyle plan to help commercial drivers prepare for and pass their DOT re-certification.
• Transportation Industry Wellness Programs Industry-specific wellness programs designed for trucking and transportation companies, addressing the health issues of professional drivers including DOT compliance, fatigue management, sedentary lifestyle, and on-road wellness.
• Corporate Wellness Programs Enterprise wellness solutions with customizable activities, biometric screenings, mental health support, nutrition counseling, coaching, competitions, and engagement reporting for corporate workforces across industries.
• Individual Wellness Programs Personal wellness programs offering customized plans, personal profiles, adjustable goals, coaching, fitness and nutrition tracking, and social platform access for individuals seeking to improve health independently of an employer.
• Managed Wellness Services Full-service managed wellness offering including concierge program deployment, dedicated account management, user management, program marketing, employee education, engagement reporting, and ongoing technical support for enterprise customers.
• Rolling Strong Online Shop (PPE and Merchandise) Online store at rollingstrong.com/shop offering personal protective equipment (masks, gloves, hand sanitizer, disposable thermometers) at volume-based discounts and fitness gear/merchandise to fleets, drivers, and members.

Quantifiable outcome

• 1,755,801,482 total steps taken by program participants
• +5 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered notable and core.

• NATERAnotableGTM or Marketing Partner · 1 January 2024NATERA co-sponsored the Natera 500 Virtual Route Competition with Rolling Strong, a year-long virtual wellness competition for the transportation industry. Participants collectively covered nearly 18,000 miles and achieved 40,000,000 steps, raising $10,000+ for St. Jude Children's Research Hospital.
• Women In Trucking AssociationnotableGTM or Marketing PartnerWomen In Trucking Association sponsored the Accelerate Your Health Wellness Competition, a Rolling Strong-organized health competition for transportation industry drivers and employees. The partnership targets female representation in trucking while promoting driver wellness.
• HigicoreTechnology or IntegrationHigi provides health check stations (kiosks) located across the US and in some trucking terminals. The Rolling Strong app connects to Higi stations to capture health assessment results including biometrics, allowing users to maintain an ongoing record of their health check visits as part of the Health Assessments section.
• FitbitcoreTechnology or IntegrationFitbit wearable devices integrate with the Rolling Strong app, allowing users to automatically sync step count, sleep data, activity metrics, and other fitness tracking data directly into the wellness platform for tracking and gamification.
• American Trucking Associations (ATA)notableGTM or Marketing PartnerRolling Strong developed and hosted a Virtual 5k Fun Run/Walk at the 2020 ATA Management Conference & Exhibition, showcasing virtual race and competition technology to transportation industry leaders.
• PayPalcoreTechnology or IntegrationPayPal is used to process all payments through the website and app, including shop purchases and CashCal Exercise Rewards cash redemptions. Rolling Strong uses PayPal to issue cash reward payments to members who redeem rewards.
• Google Pay and Apple PaycoreTechnology or IntegrationGoogle Pay and Apple Pay are used to complete in-app purchases and individual member payments through the Rolling Strong app.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Limeade: Limeade is an established employee well-being and engagement platform serving mid-market and enterprise customers. It overlaps with Rolling Strong in offering corporate wellness programs, communications, and engagement reporting, but is a broader horizontal player rather than a transportation specialist.
• Virgin Pulse / Personify Health: Personify Health (formerly Virgin Pulse) is one of the largest enterprise wellness and health navigation platforms, serving global employers with a full managed-service model. It is comparable to Rolling Strong in that both offer employer wellness subscriptions with coaching, biometrics, and engagement tools, but Personify operates at vastly greater scale and breadth.
• HealthFitness (a Trustmark company): HealthFitness delivers population health and corporate wellness programs to large employers, with on-site and virtual coaching, biometric screenings, and condition management. It is comparable to Rolling Strong's managed wellness services but at significantly larger scale and breadth.
• Rally Health (part of UnitedHealth Group / Optum): Rally Health is a consumer and employer wellness platform owned by UnitedHealth Group, offering challenges, rewards, and health content. It is comparable to Rolling Strong in employer wellness mechanics, but operates at vastly greater scale and is tied to a major payer ecosystem.

Direct peers

• Wellable: Wellable is a corporate wellness platform offering challenges, rewards, health content, and biometric tracking to employers. It is comparable to Rolling Strong because both sell subscription wellness programs to employers with a focus on engagement, rewards, and reporting.
• Wellable: Wellable provides a SaaS-based corporate wellness platform with challenges, rewards, and content for employer customers. It is comparable to Rolling Strong in product shape, business model (subscription wellness), and target buyer (HR/wellness leaders).
• WellSteps: WellSteps provides corporate wellness programs for employers, including health risk assessments, biometric screenings, and incentive design. It is comparable to Rolling Strong because both sell wellness-as-a-service to employers with coaching, screenings, and ROI-driven program design.

Emerging players

• Burnalong: Burnalong is a wellness platform offering live and on-demand classes, wellness challenges, and integrations to employers and health plans. It is comparable to Rolling Strong in delivering engagement-driven wellness content and competitions to employee populations, though without a transportation vertical focus.
• Waggl: Waggl is an employee engagement and pulse platform that runs crowdsourced challenges and feedback for employers. It is comparable to Rolling Strong in applying gamified, competition-driven engagement mechanics to workforce populations, though Waggl's focus is broader listening and engagement rather than health outcomes.

Others

• Fitbit Health Solutions (Google): Fitbit Health Solutions sells wearable-driven wellness programs to employers and health plans. It is comparable to Rolling Strong as a wellness engagement platform with wearable integration, but functions as an enabling/device partner rather than a direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/R0LLINGSTRONG
• YouTubeyoutube.com/channel/UCjyDwKIyMXWI04IpXUAk2kw
• Facebookfacebook.com/RollingStrong
• LinkedInlinkedin.com/company/rolling-strong-llc
• Instagraminstagram.com/rollingstrongwellness

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Rolling Strong