obé

Name

obé

Website

https://www.obefitness.com/

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Digital Fitness Streaming

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Weight Loss & Body Transformation Training (HSADAAAC)

Keywords

• Fitness streaming platform
• On-demand workouts
• Women's fitness
• Digital fitness subscription
• Online workout classes

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Subscription Revenue: Monthly and annual subscription plans providing unlimited access to on-demand workout classes, programs, and collections. Revenue is recurring in nature with subscription-based billing.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

obé Fitness is a digital fitness platform that streams on-demand workout video classes, structured multi-week training programs, and curated themed collections to individual subscribers via web and mobile applications. Content is designed specifically for women's physiology and life stages, including cycle-aware programming, prenatal/postnatal support, pelvic floor workouts, and mood tracking. Revenue is generated through recurring monthly and annual subscriptions, with a 7-day free trial and an enterprise corporate wellness channel for employer-sponsored access.

Product overview

obé Fitness is a unified digital fitness platform offering on-demand workout video classes, progressive training programs, and curated collections, primarily designed for women. The core offering centers on the obé On-Demand Classes library which provides video-based workouts across cardio, strength, yoga, barre, boxing, dance, HIIT, Pilates, and other disciplines. This is complemented by structured Training Programs for progressive skill-building and goal-oriented training, and Themed Collections organizing content by instructor, life stage, health focus, and activity type. The platform is accessible via web, iOS app, and Android app, with an enterprise Corporate Wellness offering for employers. An HSA/FSA payment option through Truemed enables health account-funded subscriptions. The platform features body literacy tools, cycle tracking, mood tracking, and educational content alongside workouts. The service holds a 4.8-star rating with over 10,000 reviews.

Differentiator

Problem solved

Functional benefit

Products and services

• obé On-Demand Classes Library of on-demand workout video classes spanning cardio, strength training, yoga, barre, boxing, dance, HIIT, Pilates, breathwork, meditation, and more, with filters for class type, music genre, fitness level, duration, body focus, and impact level. Targeted at individual women subscribers.
• obé Training Programs
• obé Collections
• obé Mobile App (iOS)
• obé Mobile App (Android)
• Corporate Wellness Program

Quantifiable outcome

• 4.8 rating with 10K+ reviews across platforms
• +1 more outcomes

Segments5 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

Feature4 records

Partnerships

One partnership is on record.

• TruemedcoreGTM or Marketing PartnerTruemed partnership enables obé Fitness subscriptions to be eligible for HSA (Health Savings Account) and FSA (Flexible Spending Account) funds. Customers complete a health assessment through Truemed to receive a Letter of Medical Necessity, making their subscription reimbursable through pre-tax health dollars. This partnership expands accessibility and provides tax-advantaged payment options for health-conscious consumers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Peloton: Peloton is the largest connected fitness subscription platform offering live and on-demand classes across multiple modalities. Directly comparable to obé in subscription-based streaming fitness, though Peloton also layers on proprietary hardware (bike, treadmill) which obé lacks.
• Alo Moves: Alo Moves is a premium digital fitness and wellness platform offering yoga, pilates, HIIT, and mindfulness classes via subscription. Closely comparable to obé in product format and target demographic, with similar pricing tier.
• Sweat: Sweat is a women's-focused digital fitness app founded by Kayla Itsines, offering training programs and on-demand classes. Most directly comparable peer given shared women-centric positioning, program-based content model, and subscription pricing.
• Future: Future is a personal training app connecting users with dedicated coaches for personalized programming. Comparable in digital personal-training positioning and premium subscription model, though Future is coach-led 1:1 rather than class-based.
• FitOn: FitOn is a free ad-supported and premium digital fitness platform offering on-demand classes across multiple modalities. Comparable subscription/on-demand class model to obé, though typically lower price point and broader demographic targeting.
• Centr: Centr is Chris Hemsworth's premium digital fitness and wellness platform offering personalized training, meal plans, and mindfulness content. Comparable subscription model with celebrity-driven content production and comprehensive wellness positioning.
• Les Mills On Demand: Les Mills On Demand streams the brand's group fitness classes (BodyPump, BodyCombat, RPM, etc.) via subscription. Directly comparable in class-based streaming fitness with established instructor brands and broad modality coverage.
• Tone It Up: Tone It Up is a women's-focused digital fitness and nutrition brand offering on-demand workouts and meal plans via subscription. Closely comparable in women-centric positioning, content format, and direct-to-consumer subscription model.

Broad incumbents

• Apple Fitness+: Apple's subscription fitness service offers on-demand classes integrated with Apple Watch. Directly comparable content offering to obé, but bundled into Apple's broader ecosystem and reaching a substantially larger installed base of iOS users.
• Nike Well Collective (Nike Training Club): Nike's digital fitness offering provides free on-demand workouts and training programs under the broader Nike wellness ecosystem. Comparable in class-based content delivery but backed by Nike's brand and free pricing model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/groups/ourbodyelectricfam
• Instagraminstagram.com/obe_fitness
• LinkedInlinkedin.com/company/our-body-electric-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors6 records

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 obé