WHEREFIT

What WHEREFIT does

WHEREFIT (legally Plonder Pty Ltd) is an Australia-headquartered employee wellbeing benefits platform that connects employers with a curated marketplace of health, fitness, and wellness brand partners. Founded in 2017 and operating across Australia and New Zealand, the company aggregates 4,500+ offers from 200+ brand partners across physical recovery, emotional support, financial wellbeing, and social categories, including 2,400+ fitness partner locations (Anytime Fitness, Fitness First, F45, Goodlife), 700+ recovery and rehabilitation locations, mind and mood services (counselling, meditation, sleep), and health insurance partnerships with Medibank, nib, Bupa, and Australian Unity. The platform presents as a fully managed service with a stated 2-day launch timeline, dedicated customer success support, and an opt-in 2026 Support Plan add-on covering engagement campaigns, webinars, newsletters, and reporting.

The technology layer is a web and mobile application that serves as a discount-code and partner-link directory rather than a deep recommendation engine, with third-party integrations limited to Intercom for customer support, Google Analytics for measurement, and Stripe referenced for billing via Intercom. There is no public-facing API, SDK, or documented AI/ML capability; no patents or proprietary technology assets are disclosed.

The business model is B2B subscription, with employers paying an undisclosed annual fee (quote-based, not publicly disclosed) to give employees access to the discounted partner ecosystem. The go-to-market is enterprise and mid-market field and inside sales targeting HR teams and benefits managers, supported by content marketing (wellbeing calendars, savings guides), webinars, events, and partner referrals. The company reports 300+ corporate customers with 800,000+ employees with access; named enterprise logos include ABC, Woolworths, Australia Post, Allianz, BDO, Lendlease, JLL, John Holland, KBR, Atlas Copco, Flight Centre, Hays, Randstad, Colliers, Kmart, and nbn. The company is founder-led (co-founders Kevin Gan and Andrew Gan), privately held with no disclosed institutional investors, and operates with a small headcount (1-10).

Name

WHEREFIT

Legal name

Plonder Pty Ltd (trading as WHEREFIT)

Website

https://wherefit.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

WHEREFIT is an Australia- and New Zealand-based employee wellbeing benefits platform connecting 300+ corporate employers with 4,500+ discounts from 200+ fitness, recovery, mental health, nutrition, and health-insurance brand partners through a fully managed B2B subscription.

Ownership category

akta.pro rank

Product category

Employee Wellbeing Benefits Platform

NAICS

Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134)

SIC

Services-Health Services (8000)

akta.pro primary industry

Worksite Financial Wellness & Employee Assistance Programs (EAP) (FSAIAMAN)

akta.pro secondary industry

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

Keywords

• Employee wellbeing platform
• Corporate wellness benefits
• Fitness discount marketplace
• Workplace health perks
• Wellbeing benefits software

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. B2B Subscription / Platform Access: WHEREFIT provides organisations with access to its platform for their employees. Organisations (employers) pay for the platform to offer employee wellbeing benefits. The platform enables employees to access exclusive discounts from partner brands.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

WHEREFIT operates a fully managed employee wellbeing benefits platform that connects employers in Australia and New Zealand with 4,500+ exclusive offers across fitness, recovery, mental health, nutrition, and lifestyle categories. The platform is sold to HR teams as a subscription service with a 2-day launch timeline, providing employees access to corporate discounts at 2,400+ fitness partner locations and 700+ recovery and rehab providers, alongside online partner brands.

Product overview

WHEREFIT is a fully managed employee wellbeing benefits platform operating in Australia and New Zealand. The core WHEREFIT Platform serves as the central hub where HR teams can deploy wellbeing programs to their employees within two business days. The platform integrates multiple product modules: the Fitness Partner Network (4,500+ offers, 2,400+ locations across gyms, studios, and boutiques), the Recovery & Rehab Network (700+ partner locations covering allied health services), Everyday Wellbeing Offers (online brands for activewear, nutrition, supplements, wellness apps), Mind & Mood Services (mental health support including counselling and meditation), and Health Insurance Partnerships (nib, Australian Unity, Bupa, Medibank). The 2026 Support Plan add-on module provides year-round engagement services including quarterly comms packs, wellbeing event campaigns, employee webinars, and reporting insights. Employees access the platform through both web and mobile app interfaces to browse and redeem exclusive partner discounts.

Differentiator

Problem solved

Functional benefit

Products and services

• WHEREFIT Platform A fully managed, subscription-based employee wellbeing benefits platform that gives HR teams at Australian and New Zealand organisations a single place to launch and manage wellbeing programs. Employees access 4,500+ exclusive offers across fitness, recovery, mental health, nutrition, and lifestyle from 200+ partner brands, with onboarding completed within two business days.
• WHEREFIT Mobile App Mobile application interface for WHEREFIT members, allowing employees to browse and redeem partner wellbeing offers and discounts on-the-go through their smartphones.

Quantifiable outcome

• 2-3x higher employee engagement compared to narrower wellbeing solutions
• +4 more outcomes

Named customers17 records

Segments2 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

Partnerships

14 partnerships are on record, tiered core and minor.

• MedibankcoreGTM or Marketing PartnerHealth insurance provider offering coverage options through the WHEREFIT platform. Part of the health insurance category.
• nibcoreGTM or Marketing PartnerHealth insurance brand offering general health cover options on the platform. Part of health insurance partner offerings.
• My Muscle ChefcoreGTM or Marketing PartnerHealthy meal delivery service offering discounts to WHEREFIT members. Part of everyday wellbeing nutrition category.
• HelloFreshcoreGTM or Marketing PartnerMeal kit delivery service with exclusive offers for WHEREFIT users. Part of healthy meals category.
• THE ICONICcoreGTM or Marketing PartnerOnline fashion and activewear retailer offering discounts through the platform. Part of activewear and lifestyle category.
• SweatcoreGTM or Marketing PartnerFitness app and online fitness platform. Part of online fitness and home fitness category.
• Anytime FitnesscoreGTM or Marketing PartnerMajor gym franchise with 2,400+ locations across Australia and NZ offering corporate rates to WHEREFIT members.
• Fitness FirstcoreGTM or Marketing PartnerPremium fitness studio chain offering corporate memberships through WHEREFIT platform.
• F45 TrainingcoreGTM or Marketing PartnerHIIT and interval training franchise offering exclusive corporate rates to WHEREFIT users.
• Goodlife Health ClubscoreGTM or Marketing PartnerMajor health club chain with broad geographic coverage offering corporate discounts.
• Physio InqminorGTM or Marketing PartnerPhysiotherapy and allied health provider with locations across Australia. Part of recovery and rehab category.
• Back In MotionminorGTM or Marketing PartnerPhysiotherapy and sports injury provider. Part of recovery and rehab partner network.
• BupacoreGTM or Marketing PartnerMajor health insurance provider offering coverage options on the platform.
• Adore BeautyminorGTM or Marketing PartnerOnline beauty retailer with discounts for WHEREFIT members. Part of self-care and beauty category.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Wellhub (formerly Gympass): Global corporate fitness and wellbeing platform connecting employers to a network of gyms, studios, wellness apps and on-demand classes. Closest direct peer to WHEREFIT — same B2B marketplace model, same employer buyer, same focus on broad physical and mental wellbeing under a single subscription.
• Forma: Flexible employee benefits platform that lets employers allocate stipend budgets across categories including fitness, wellness, family care and learning. Directly comparable to WHEREFIT in serving HR teams with a marketplace-style, multi-category benefits solution.
• Benepass: Employee benefits marketplace enabling lifestyle and wellness stipends that employees spend across categories of choice. Mirrors WHEREFIT's employer-led, multi-category benefits model and similar HR buyer.
• YuLife: Employee wellbeing platform combining group life insurance with wellness engagement (steps, mindfulness, challenges). Comparable to WHEREFIT's B2B employer model and worksite wellbeing positioning, with a similar employee-engagement focus.
• Perkbox: Employee perks and wellbeing platform offering discounts, wellbeing content and recognition tools to UK and international employers. Closely mirrors WHEREFIT's discounts-and-partner-marketplace model and HR buyer, primarily in a different geography.

Broad incumbents

• Virgin Pulse: Large, established corporate wellbeing platform serving global enterprises with health, fitness and engagement programs. Comparable buyer (HR/benefits teams) and overlapping wellbeing category, but a much broader portfolio than WHEREFIT's marketplace focus.
• Limeade: Employee experience and wellbeing platform used by large enterprises to drive engagement across wellbeing dimensions. Targets the same HR buyer as WHEREFIT, but operates as a broader engagement suite rather than a curated partner marketplace.
• TELUS Health: Global employee assistance programs (EAP), mental health and virtual care provider sold to enterprise HR teams. Closest analog to WHEREFIT in worksite wellness/benefit administration role, but operates at much greater scale and clinical depth.

Emerging players

• Headspace for Work: Employer-facing mental wellness and meditation offering from Headspace. Comparable to the Mind & Mood module of WHEREFIT's platform and sold into the same HR buyer, though narrower in scope (mental health vs. broad wellbeing).
• Calm Business: Employer subscription tier of the Calm meditation and sleep app. Overlaps with WHEREFIT's Mind & Mood services, targeting HR teams looking for mental wellness benefits, but does not offer the broader fitness/recovery/lifestyle breadth.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/wherefit
• Instagraminstagram.com/wherefit_official
• Xx.com/where_fit

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds1 record

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 WHEREFIT