TruBe

What TruBe does

TruBe is a London-founded wellness platform that connects individual consumers with certified personal trainers and a curated calendar of group fitness and wellbeing classes. Its core offering, the TruBe Lifestyle Collective, is a monthly subscription priced at £54 that grants members access to three curated classes per month at five premium London residency venues — The Londoner Hotel, Lanserhof Mayfair, The Pavilion Club Chelsea, The Twenty Two, and The Edition Hotel — with preferred pricing on additional sessions, brand-partner offers, and achievement-based rewards. The company also operates a separate Private Coaching vertical, an on-demand marketplace where members book fully qualified, insured trainers for 1:1 sessions delivered at a location of the member's choosing (home, work, park, or hotel). All booking and membership activity runs through the TruBe website and a native iOS application that issues tickets via Apple Wallet and integrates Google Maps for venue lookup; the platform is mobile-first and direct-to-consumer, with no enterprise tier.

The business model is hybrid: recurring subscription revenue from the Lifestyle Collective, transactional revenue from pay-per-class bookings (£20–£50 depending on venue and modality), and per-session revenue from Private Coaching. TruBe layers a brand-partner activation program onto the class experience, with partners such as Nutriburst, Vaara, SRX Formula, Zooki, and Intelligent Change providing product discovery and gifting at sessions, which drives member engagement and a co-marketing dynamic. The company has expanded from London into Los Angeles with stated plans for additional US cities. TruBe is privately held with no disclosed funding rounds, 11–50 employees, and is led by founder and CEO Daria Kantor.

The underlying technology stack is conventional and consumer-grade: a web platform, a single-platform iOS application, OAuth-based identity through Google and Apple, Apple Wallet ticket delivery, and Google Maps for venue rendering. The platform's core technology is its curation layer — assembling certified supply (trainers across Pilates, yoga, HIIT, boxing, sound healing, breathwork, and meditation) and premium physical venues — rather than proprietary software. No AI/ML capabilities, proprietary models, or developer-facing APIs are disclosed.

Name

TruBe

Legal name

TruBe

Website

https://trubeapp.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

TruBe is a London-headquartered wellness platform offering a £54/month Lifestyle Collective subscription and on-demand private coaching, connecting individual members with certified trainers and curated group classes at five premium London venues, with a Los Angeles expansion underway.

Ownership category

akta.pro rank

Product category

Boutique Fitness and Wellness Services

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industries

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG), Meditation Apps, Digital Courses & Online Communities (HSADAJAH)

Keywords

• Boutique fitness classes
• Personal training platform
• Wellness membership subscription
• On-demand fitness booking
• Premium group workouts

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Lifestyle Collective Membership: Monthly subscription at £54 giving members access to 3 curated group classes per month at luxury London venues, preferential pricing on additional sessions, exclusive brand partner offers, and rewards tied to personal achievements. The membership is billed monthly with no long-term commitment.
2. Pay-Per-Class: Individual class sessions sold at varying price points (£20–£50 per session) for members who do not hold a subscription or wish to attend additional classes beyond their membership allocation. Prices vary by class type, venue, and instructor.
3. Private 1:1 Coaching Sessions: TruBe offers on-demand personal training sessions booked through its platform. Members can select trainers by discipline, location, date, and time. Sessions are conducted in-person at a location of the member's choosing (home, work, park, hotel). Revenue is generated on a per-session basis through session purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

TruBe operates a wellness collective that connects members with certified personal trainers and curated group fitness and wellbeing classes through its iOS app and website. Its flagship product, the Lifestyle Collective, is a £54/month subscription providing access to three curated group classes per month at premium London venues, with additional private 1:1 coaching and pay-per-class options available on top. The platform spans modalities including Pilates, yoga, HIIT, boxing, sculpt, meditation, breathwork, and sound healing.

Product overview

TruBe is a wellness platform consisting of two primary offerings: the TruBe App (mobile application for iOS) serving as the core booking and membership management platform, and the TruBe Lifestyle Collective — a subscription-based service offering curated group fitness and wellness classes at exclusive London venues. Additionally, TruBe provides Private Coaching for 1:1 in-person training sessions. The Lifestyle Collective membership (priced at £54/month) ties these together, granting access to the class calendar, priority RSVP, and brand partner experiences. The platform connects members with certified trainers across disciplines including Pilates, yoga, sculpt, HIIT, boxing, meditation, breathwork, and sound healing.

Differentiator

Problem solved

Functional benefit

Products and services

• TruBe Lifestyle Collective A monthly subscription program offering curated wellness classes at luxury London venues including Pilates, yoga, sculpt, HIIT, meditation, breathwork, sound healing, and boxing. The Lifestyle Collective includes three classes per month, preferred pricing on additional sessions, exclusive brand partner offers, and rewards tied to personal achievements.
• Lifestyle Collective Membership A £54 per month membership tier providing access to the TruBe Lifestyle Collective. Includes priority RSVP, three curated sessions monthly, preferential rates on additional bookings, exclusive brand partner offers, rewards tied to personal achievements, and access to member-only events and collaborations. Cancellable at any time with no long-term commitment.
• Private Coaching One-on-one in-person training sessions with certified, insured personal trainers available across disciplines including boxing, strength training, yoga, Pilates, and general personal training. Members can book trainers by discipline, location, date, and time through the TruBe app, with sessions conducted at the member's chosen location (home, work, park, or hotel). Charged on a per-session basis.
• TruBe App The primary mobile application enabling users to book fitness and wellness classes, connect with certified trainers, manage Lifestyle Collective memberships, RSVP for upcoming classes, receive Apple Wallet tickets, view venues on Google Maps, and access member rewards and brand partner offers. Available on iOS via the App Store.

Quantifiable outcome

• TruBe has been described as 'the international jetsetter's workout of choice' by the Evening Standard
• +3 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• NutriburstminorGTM or Marketing PartnerNutriburst is a wellness supplement brand rooted in cutting-edge research, transforming innovation into delicious, effective formulas designed to elevate everyday wellbeing. They partner with TruBe for brand activations at Lifestyle Collective classes, offering product discovery and gifting to members.
• VaaraminorGTM or Marketing PartnerVaara is a performance-led activewear brand designed to move with you. They activate within the TruBe Lifestyle Collective through brand experiences and product discovery at curated wellness classes.
• SRX FormulaminorGTM or Marketing PartnerSRX Formula is a science-backed, all-in-one wellness box that supports the body across the full 24-hour cycle. They partner with TruBe for brand activations at Lifestyle Collective classes, offering product discovery and gifting to members.
• ZookiminorGTM or Marketing PartnerZooki is a collagen and wellness supplement brand that partners with TruBe for post-class Glow Bar activations. At select classes (e.g., Pilates Sculpt & Glow), guests receive the signature TruBe x Zooki collagen-infused drink for recovery and 'glow' benefits.
• Intelligent ChangeminorGTM or Marketing PartnerIntelligent Change creates wellness tools such as the Five Minute Journal. They partner with TruBe for sound healing and meditation sessions, where guests receive a complimentary Five Minute Journal as part of the class experience.
• The Londoner HotelcoreOthersThe Londoner Hotel is the world's first 'super boutique hotel' — a 16-storey property on Leicester Square, London. It serves as a primary residency venue for TruBe Lifestyle Collective classes, hosting regular sessions across Pilates, yoga, sculpt, meditation, and other wellness modalities.
• Lanserhof MayfaircoreOthersLanserhof Mayfair is a premium health and wellness resort at 18 Dover Street, London. It serves as a residency venue for TruBe Lifestyle Collective classes, including Pilates, meditation, sound healing, and boxing sessions.
• The Pavilion Club ChelseacoreOthersThe Pavilion Club is an exclusive members' club at 64 Knightsbridge, London. It serves as a residency venue for TruBe Lifestyle Collective classes, hosting Pilates and other wellness sessions.
• The Twenty TwominorOthersThe Twenty Two is a private members' club at 22 Grosvenor Square, London W1K 6LF. It serves as a residency venue for select TruBe Lifestyle Collective classes.
• The Edition HotelminorOthersThe Edition Hotel is a boutique luxury hotel at 10 Berners Street, London W1T 3NP. It serves as a residency venue for select TruBe Lifestyle Collective classes.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• ClassPass: Subscription-based fitness class aggregator offering consumers access to a network of studios and gyms. Direct competitor to TruBe's Lifestyle Collective model for multi-discipline wellness class discovery and booking, though at a broader/mass-market positioning rather than luxury-curated.
• 1Rebel: London-based premium boutique fitness brand offering group classes and personal training in a luxury setting. Directly comparable geography, premium positioning, and multi-discipline class format to TruBe's Lifestyle Collective.
• Barry's: Global premium boutique fitness brand best known for its signature 'Bootcamp' HIIT classes and Red Room studio format. Comparable premium urban positioning, group class delivery, and trainer-led experience to TruBe's curated classes.
• Hussle: UK pay-as-you-go fitness marketplace offering flexible access to gyms, pools, and wellness venues. Comparable UK-based fitness access marketplace model, though positioned at the flexible/value end rather than TruBe's premium end.
• F45 Training: Global boutique functional training franchise with standardized HIIT and strength classes. Comparable premium-group-class business model, though delivered via owned franchise studios rather than TruBe's venue-partnership network.

Broad incumbents

• Wellhub (formerly Gympass): Global corporate wellness platform providing employees access to gyms, studios, and wellness apps via employer partnerships. Comparable in fitness marketplace mechanics but serves employers as the buyer rather than TruBe's direct-to-consumer luxury positioning.
• Equinox: Premium fitness club operator with luxury positioning, signature group classes, and personal training. Comparable to TruBe on affluent urban member profile and premium venue experience, but operates owned facilities rather than a venue-partnership marketplace.
• SoulCycle: Premium indoor cycling and broader boutique fitness brand with a strong community/lifestyle identity. Comparable curated class experience and aspirational brand positioning to TruBe's Lifestyle Collective membership.
• Peloton: Connected fitness platform combining premium hardware with live and on-demand group classes across multiple modalities. Comparable in delivering premium multi-discipline group fitness content via a digital platform with a community layer.

Regional players

• Third Space: Premium London-only health club chain offering group exercise, personal training, and luxury wellness amenities. Comparable London affluent-member profile and high-end venue experience to TruBe's residency venues.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/trubeapp
• Facebookfacebook.com/trubeapp
• LinkedInlinkedin.com/company/trube

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 TruBe