Paceup
Paceup (UP! International AB) is a Swedish gamified fitness-tracking app that scores activities via a MET-based points system, syncs with Garmin devices, and runs corporate wellness challenges for enterprises in Sweden, France and Singapore.
- Company typePrivate
- Founded2016
- HeadquartersStockholm, Sweden
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
Paceup firmographics
Firmographics- Name
- Paceup
- Legal name
- UP! International AB
- Website
- https://paceup.se
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Paceup (UP! International AB) is a Swedish gamified fitness-tracking app that scores activities via a MET-based points system, syncs with Garmin devices, and runs corporate wellness challenges for enterprises in Sweden, France and Singapore.
- Ownership category
- akta.pro rank
Paceup industry classification
Industry- Product category
- Fitness Tracking Software
- NAICS
- Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Online/Remote Personal Training & Programming (HSADAAAM)
- akta.pro secondary industries
- Endurance & Running/Cycling Training (HSADAAAG), Fitness Wearables & Training Tech Retail (Heart-Rate Monitors, GPS Watches, Sensors) (CRAMADAH)
Keywords
Where Paceup is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Paceup business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Individual Freemium: Free app for individual users with core tracking and social features. Premium subscription (paceUP! Premium) offers ad-free experience, ability to create training groups, GPS watch direct connection, and in-app purchasing options.
- Corporate Challenge Subscriptions: Companies pay for Corporate Challenge packages that include employee activity challenges, group management, and analytics. Includes optional Personal Training add-ons for small groups or teams.
- Personal Training Services: PT hour sessions (695 SEK), PT DUO (400 SEK/person), PT Small Group 4-8 persons (300 SEK/person), and corporate training programs. Volume discounts available for 5+ and 10+ session packages.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free individual app with core features |
| Subscription | Annual | Corporate Challenge - pricing by inquiry |
| Unit Pricing | Pay-as-you-go | PT Hour - 695 SEK per session |
| Other | Pay-as-you-go | Personalized Training Program |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Paceup product offering
Product offeringCore offering
Paceup develops and operates the paceUP! mobile fitness tracking application, which gamifies training via GPS-based activity logging and a proprietary effort-based points system. It also sells a B2B Corporate Challenge wellness product to companies and offers in-person Personal Training sessions. Revenue is generated through freemium app downloads, premium subscriptions, corporate challenge packages, and personal training fees.
Product overview
paceUP! is a digital fitness training platform built around a gamified points system. The core offering consists of the paceUP! mobile app (available on iOS and Android) which tracks activities via GPS through smartphone or Garmin devices and awards effort points based on activity type and exertion. The product portfolio includes the core app, the Corporate Challenge B2B module (featuring Power BI reporting dashboards for employee wellness programs), Personal Training services, and MyPages web dashboard for detailed training statistics. The platform also supports virtual and charity challenges. paceUP! expanded its user base significantly by acquiring FunBeat in 2016, merging that legacy platform's users and functionality into its ecosystem.
Differentiator
Problem solved
Functional benefit
Products and services
- paceUP! App A mobile fitness tracking app for iOS and Android that uses GPS via smartphone or Garmin devices to log activities, awards paceUP! points based on effort, and ranks users across seasonal leagues, leaderboards, and private groups. Targeted at individual recreational athletes and fitness enthusiasts.
- Corporate Challenge A B2B subscription product that enables companies to run gamified employee activity challenges, including team management, leaderboards, and Power BI analytics dashboards for wellness reporting. Targeted at HR and people teams at enterprises seeking to drive employee engagement and wellness.
- Personal Training In-person and virtual personal training sessions delivered by certified trainers, offered as individual PT hours, PT DUO, and PT Small Group (4-8 persons), as well as customized corporate training programs. Targeted at individual members and small groups seeking guided fitness coaching.
Quantifiable outcome
- 100 base points awarded for every session exceeding 30 minutes
- +1 more outcomes
Companies that use Paceup
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Paceup technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
Paceup partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- Operation SmileminorCharity partner for 'Spring för nya leenden' (Spring for New Smiles) campaign. Users can participate by running, jogging or walking 45 minutes between September 27 - October 4 to support cleft lip/palate surgeries.
- GarmincoreIntegration partner allowing automatic synchronization of fitness activities from Garmin devices to paceUP! app. All Garmin devices using Garmin Connect are compatible. Manual activities created in Garmin Connect are also transferred. Connection made through Profile/Settings in the app.
- MarathongruppenminorCooperation partner listed on website. Marathongruppen organizes running events and races that paceUP! users can participate in.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Paceup competitors and assessment
Company assessmentDirect peers
- Strava: The dominant GPS-based social fitness tracking platform for runners and cyclists. Strava is the most direct competitor to paceUP!'s core gamified activity-tracking app, with overlapping segments (individual athletes, corporate wellness via Strava Metro) and a similar points/leaderboard mechanic.
- Nike Run Club: Free Nike-branded running app with GPS tracking, guided runs, leaderboards, and challenges. Targets the same recreational runner demographic as paceUP!, but benefits from Nike's brand and content ecosystem.
- Adidas Running (Runtastic): Global running and fitness tracking app, owned by Adidas, with social features, challenges, and training plans. Direct competitor on gamified activity tracking, particularly in the European market.
- MoveSpring: Wellness challenge platform (by Wellable) used by employers for walking, step, and activity competitions with leaderboards and reporting. Overlaps materially with paceUP! Corporate Challenge for mid-market European and global wellness buyers.
Broad incumbents
- Garmin Connect: Garmin's own fitness tracking platform which paceUP! integrates with. Garmin Connect offers comparable activity logging, leaderboards, and challenges free to Garmin device owners — making it both an integration partner and a free, hardware-funded substitute for paceUP!'s core service.
- Polar Flow: Polar's companion platform for its fitness watches, providing training load metrics, leaderboards, and challenges. Comparable in target customer (endurance athletes using wearables) and endurance/training focus.
- Suunto: Finnish wearable maker with its own Suunto app providing training, community challenges, and heatmaps. A Nordic-headquartered competitor in the endurance-fitness wearables space with overlapping athlete audience.
- MapMyRun (Under Armour): Under Armour-owned GPS running app with training plans, route discovery, and challenges. Targets the same recreational runner and fitness enthusiast segment as paceUP! but with significantly larger brand and capital backing.
Emerging players
- Zwift: Indoor cycling/running gamification platform with leagues, points, and group events. While indoor-focused, Zwift is a reference point for gamified training and a complementary (not direct) competitor for cross-sport effort scoring.
- Wellable: Corporate wellness platform offering activity challenges, leaderboards, and analytics for employer wellness programs. Directly comparable to paceUP!'s Corporate Challenge B2B offering, including reporting/dashboard features.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Paceup social profiles
Digital presencePaceup compliance and trust
Trust signalCompliance1 record
Paceup financial estimates
Financial estimateRevenue estimate
Valuation estimate
Paceup leadership team
Management profileNumber of profiles
Profiles9 records
Paceup funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Paceup M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Paceup
What does Paceup do?
Paceup develops and operates the paceUP! mobile fitness tracking application, which gamifies training via GPS-based activity logging and a proprietary effort-based points system. It also sells a B2B Corporate Challenge wellness product to companies and offers in-person Personal Training sessions. Revenue is generated through freemium app downloads, premium subscriptions, corporate challenge packages, and personal training fees.
Is Paceup a public or private company?
Paceup is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Paceup founded?
Paceup was founded in 2016. It employs 1 to 10 people.
Where is Paceup based?
Paceup is headquartered in Stockholm, Sweden, in the Europe region.
How does Paceup make money?
Three revenue lines are on record. Individual Freemium is the primary driver. The others are corporate Challenge Subscriptions and personal Training Services.
Who are Paceup's main competitors?
Direct peers on record are Strava, Nike Run Club, Adidas Running (Runtastic) and MoveSpring. Broad incumbents are Garmin Connect, Polar Flow, Suunto and MapMyRun (Under Armour). Emerging players are Zwift and Wellable.
Does Paceup have an API?
Yes. Paceup maintains an API to support its Garmin device integration. The API was updated in April 2024 to accommodate changes in Garmin's FIT Activity file message ordering. Activities are automatically pushed from Garmin Connect to paceUP! and can include manually created activities from Garmin Connect. Some activity data (such as activity type) can be modified after syncing.
What industry is Paceup in?
Paceup's product category is Fitness Tracking Software. Its primary akta.pro industry code is HSADAAAM, Online/Remote Personal Training & Programming, with a secondary code of HSADAAAG, Endurance & Running/Cycling Training. Its NAICS code is 71394 and its SIC code is 7900.