FlexIt
FlexIt (operating as Echelon Coach) is a New York-based, self-funded virtual personal training platform founded in 2018 that connects individual consumers via mobile and web apps with certified trainers and health specialists for live 1-on-1 video sessions across fitness, nutrition, and therapy specialties at $30 per session.
- Company typePrivate
- Founded2018
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2C
- OfferingSoftware
What FlexIt does
FlexIt, operating commercially as Echelon Coach, is a New York-based, self-funded virtual personal training platform founded in 2018. The company delivers live, one-on-one video coaching sessions between end users and a network of certified trainers, nutritionists, physical therapists, and other health specialists, accessible via iOS and Android mobile apps and a web client. The platform supports a broad specialty catalog spanning strength training, cardio, HIIT, yoga, Pilates, barre, boxing, dance, core training, meditation, nutrition coaching, registered dietitians, and physical/occupational therapy, with a quiz-based onboarding flow that matches users to trainers and free first-session trials to drive acquisition.
The product is built around real-time video delivery, a multi-specialty trainer directory, and per-session commerce at approximately $30 per session, with a free introductory session. The company has invested in celebrity endorsements (Carli Lloyd, Terrell Owens, Dale Moss, Bart Scott) and earned-media placements across Forbes, TODAY Show, ABC News, TechCrunch, Entrepreneur, Oprah Daily, Men's Health, US News, Men's Journal, Sports Illustrated, and Runner's World. Distribution is exclusively direct-to-consumer and self-serve via app stores and web, with no enterprise or B2B2C channel disclosed.
FlexIt monetizes through usage-based session purchases with $20.5M in ARR reported as of 2024 at a $61.5M valuation, achieved without traditional venture funding. The customer base is highly fragmented, composed of individual consumers including weight-loss seekers, athletes, rehabilitation patients, and seniors. Leadership includes founder and CEO Austin Cohen, COO Justin Turetsky, VP of Growth & Partnerships Dylan Berkenfeld, and VP of Business Development and Strategy Thomas Menzefricke.
FlexIt firmographics
Firmographics- Name
- FlexIt
- Legal name
- FlexIt
- Website
- https://flexit.fit
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- FlexIt (operating as Echelon Coach) is a New York-based, self-funded virtual personal training platform founded in 2018 that connects individual consumers via mobile and web apps with certified trainers and health specialists for live 1-on-1 video sessions across fitness, nutrition, and therapy specialties at $30 per session.
- Ownership category
- akta.pro rank
FlexIt industry classification
Industry- Product category
- Virtual Personal Training
- NAICS
- Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394), Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Online/Remote Personal Training & Programming (HSADAAAM)
- akta.pro secondary industries
- Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Weight Loss & Body Transformation Training (HSADAAAC), Adaptive & Special Needs Personal Training (HSADAAAL)
Keywords
Where FlexIt is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
FlexIt business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Virtual Personal Training Sessions: Per-session pricing model for live 1-on-1 virtual fitness and wellness coaching sessions with certified personal trainers, nutritionists, physical therapists, and other health specialists
- Session-based Training (Per Session): Individual session purchases starting at $30 per session for virtual personal training
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Individual Session - Virtual 1-on-1 Training |
| Freemium | Pay-as-you-go | Free Trial Session |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
FlexIt product offering
Product offeringCore offering
FlexIt operates the Echelon Coach platform, which delivers live 1-on-1 virtual personal training and wellness sessions via video on web and mobile devices. Users are matched with certified personal trainers, nutritionists, physical therapists, and health specialists across specialties including strength, cardio, HIIT, yoga, Pilates, boxing, nutrition, physical therapy, and meditation, and pay per session starting at $30 with a free first session.
Product overview
FlexIt (operated as Echelon Coach) is a virtual wellness training platform offering a unified SaaS solution for 1-on-1 personal fitness and health coaching. The core product is the Echelon Coach platform, which enables live video sessions with trainers, nutritionists, physical therapists, and wellness coaches. The FlexIt mobile app (iOS/Android) extends access to the platform on mobile devices. The offering includes a broad range of specialty services spanning strength training, cardio, HIIT, yoga, Pilates, barre, boxing, dance, meditation, physical therapy, occupational therapy, nutrition coaching, weight loss programs, senior fitness, pre/postnatal training, and recovery sessions.
Differentiator
Problem solved
Functional benefit
Products and services
- Echelon Coach (Virtual 1-on-1 Personal Training Platform) A SaaS platform that connects users with certified personal trainers, nutritionists, physical therapists, and health specialists for live 1-on-1 virtual training and wellness sessions conducted via video on any device, priced at $30 per session with a free first session for new users.
- FlexIt Mobile App Mobile application available on iOS App Store and Google Play that provides users with instant access to virtual wellness training, session booking, messaging with coaches, and program management on the go.
Quantifiable outcome
- Users report losing 50-70 lbs through the program
- +1 more outcomes
Companies that use FlexIt
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
FlexIt technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
FlexIt partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
FlexIt competitors and assessment
Company assessmentEmerging players
- Noom: Noom delivers digital weight-loss and behavior-change coaching with live coaching elements, overlapping with FlexIt's weight-loss and nutrition-coaching verticals across a similar consumer segment.
- Aaptiv: Aaptiv offers audio- and video-guided personal training with strength, running, and yoga coaches — an emerging player with overlapping specialties but a different (non-live 1-on-1) delivery model.
- Glo: Glo is a streaming platform for yoga, Pilates and meditation with live and on-demand classes — overlapping with FlexIt's yoga/Pilates and mind-body specialties, but not offering 1-on-1 live trainer sessions.
- Tempo Studio (Tempo): Tempo is an AI-driven home strength-training platform with live and on-demand trainer classes — an emerging player addressing strength-and-conditioning enthusiasts, a core FlexIt vertical.
Direct peers
- Future: Future is the closest direct competitor: an app connecting users to remote certified personal trainers for 1-on-1 coaching via video, with very similar target customers, specialties and trainer-marketplace model.
- Caliber: Caliber offers online personal training and strength coaching with live 1-on-1 sessions, overlapping closely with FlexIt's core value proposition of remote, certified-trainer-led fitness programs.
Broad incumbents
- Peloton Interactive: Peloton operates a much broader connected-fitness platform with classes, hardware and a growing on-demand trainer offering — a broad incumbent in the same virtual training category but anchored to equipment ownership.
- iFIT (iFIT Health & Fitness): iFIT provides streamed and live trainer-led workouts across multiple specialties (strength, cardio, yoga) — a broader incumbent offering overlapping virtual-coaching experiences to home-based users.
- Apple Fitness+: Apple Fitness+ integrates trainer-led video workouts and personalized recommendations across many of the same specialties (HIIT, yoga, Pilates, strength), bundled into the broader Apple ecosystem as a complementary, not 1-on-1, service.
- Tonal: Tonal combines strength-training hardware with AI-personalized coaching and live trainer sessions, overlapping FlexIt's strength-training and live-coaching experience from a hardware-anchored perspective.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
FlexIt social profiles
Digital presenceFlexIt financial estimates
Financial estimateRevenue estimate
Valuation estimate
FlexIt leadership team
Management profileNumber of profiles
Profiles4 records
FlexIt funding detail
Funding detailFunding overview
Funding rounds5 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FlexIt 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 FlexIt
What does FlexIt do?
FlexIt operates the Echelon Coach platform, which delivers live 1-on-1 virtual personal training and wellness sessions via video on web and mobile devices. Users are matched with certified personal trainers, nutritionists, physical therapists, and health specialists across specialties including strength, cardio, HIIT, yoga, Pilates, boxing, nutrition, physical therapy, and meditation, and pay per session starting at $30 with a free first session.
Is FlexIt a public or private company?
FlexIt is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FlexIt founded?
FlexIt was founded in 2018. It employs 51 to 100 people.
Where is FlexIt based?
FlexIt is headquartered in New York, United States, in the North America region.
How does FlexIt make money?
Two revenue lines are on record. Virtual Personal Training Sessions are the primary driver. The others are session-based Training (Per Session).
Who are FlexIt's main competitors?
Emerging players on record are Noom, Aaptiv, Glo and Tempo Studio (Tempo). Direct peers are Future and Caliber. Broad incumbents are Peloton Interactive, iFIT (iFIT Health & Fitness), Apple Fitness+ and Tonal.
Does FlexIt have an API?
No public API is recorded for FlexIt.
What industry is FlexIt in?
FlexIt's product category is Virtual Personal Training. Its primary akta.pro industry code is HSADAAAM, Online/Remote Personal Training & Programming, with a secondary code of HSADACAI, Private 1:1 Yoga/Pilates & Small-Group Sessions. Its NAICS code is 61162 and its SIC code is 7997.