What Weburn does

Weburn (legal entity WEBURN EMPREENDIMENTOS DIGITAIS S.A.) is a Brazilian digital fitness platform operating from Rio de Janeiro that delivers streaming workout content to individual consumers and licensed content to fitness academies. The core product is a mobile-first subscription application (Weburn Play, accessible via web, iOS, Android, and Smart TV) offering more than 3,500 workout classes across 20+ modalities, 60 structured programs, and bundled nutrition content. The platform differentiates through an exclusive network of 8 celebrity fitness experts led by Paulo Muzy (7.9M social followers), whose combined reach of 16M+ followers serves as both content production capability and organic acquisition channel.

Name

Weburn

Legal name

WEBURN EMPREENDIMENTOS DIGITAIS S.A.

Website

https://weburn.com.br

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Weburn is a Brazilian subscription-based digital fitness platform offering 3,500+ streaming workouts across 20+ modalities through celebrity-trainer-led programs, nutrition content, and a B2B academy licensing offering, serving individual consumers and gyms in Brazil.

Ownership category

akta.pro rank

Product category

Digital Fitness Platform

NAICS

Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394), Educational Support Services (61171)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industries

Weight Loss & Body Transformation Training (HSADAAAC), Weight Gain & Muscle-Building Nutrition (HSADAFAC), Meditation Apps, Digital Courses & Online Communities (HSADAJAH), Endurance & Running/Cycling Training (HSADAAAG), Strength & Conditioning Personal Training (HSADAAAB)

Keywords

• Online fitness platform
• Workout streaming service
• Digital fitness programs
• Fitness subscription app
• Virtual training platform

Headquarters

HQ city

Porto Alegre

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Annual Subscription: Recurring annual subscription model for platform access. Users pay for annual access to workouts, nutrition content, and programs. Automatic annual renewal mentioned. Premium programs available as add-ons within the subscription.
2. Nutrition Consultations: Online nutrition consultation services led by nutritionist Lucas Lacerda (2.3M followers), providing practical meal plans and dietary guidance as part of the platform ecosystem.
3. Affiliate/Consultant Program: Weburn offers a consultant/affiliate program ('Seja um consultor / afiliado') where partners can promote and resell Weburn subscriptions for commission.
4. WB Nutrition Supplements: Weburn branded supplement line (WB Nutrition) sold as physical products to the customer base.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Weburn operates a Brazilian digital fitness subscription platform (Weburn Play) that streams on-demand access to more than 3,500 workout classes across 20+ exercise modalities, including strength training, functional training, HIIT, yoga, pilates, dance fitness, running, biking, meditation, and stretching. The ecosystem additionally offers nutrition content with recipe e-books, the WB Nutrition supplement line, a separate B2B platform for fitness academies (academia.weburn.com.br), and specialized programs for pregnant and postpartum women. Content is delivered by a roster of celebrity Brazilian fitness experts including Paulo Muzy (7.9M followers), Lucas Lacerda (2.3M), Sérgio Bertoluci (1.4M), and others.

Product overview

Weburn is a digital fitness platform structured as a core mobile/web application (Weburn Play) that provides access to over 3,500 workouts across 20+ exercise modalities. The platform operates on a subscription model with specialized program modules covering various fitness goals and demographics, including programs for beginners (Jornada Fit Academia, Mulheres Fit), advanced athletes (SB ao Extremo), specific activities (Correflix for running, Self dance for dance fitness), rehabilitation (Viva sem dor), body sculpting (Fábrica de cinturinhas hipopressivo), and targeted fitness areas (Q48 ABS, Total HIIT). Beyond exercise content, the ecosystem includes nutrition offerings (Jornada DSR recipe e-books, WB Nutrition supplements), mental wellness programs (Pensar emagrece psychology modules), and specialized content for pregnant and postpartum women. The platform is accessible 24/7 across devices including mobile, tablet, computer, and Smart TV, with an additional gym-specific version (Weburn para Academias) for fitness facility integration.

Differentiator

Problem solved

Functional benefit

Brands

• Weburn Play: The company's fitness app platform accessible at play.weburn.com.br
• Weburn Academia

Products and services

• Weburn App / Weburn Play Core digital fitness platform providing on-demand streaming access to 3,500+ workouts across 20+ modalities (bodybuilding, functional, HIIT, yoga, dance fitness, pilates, running, meditation, biking, stretching, transport). Includes structured programs for all fitness levels, nutrition content, and 24/7 access on mobile, tablet, computer, and Smart TV with offline download capability.
• Weburn para Academias

Quantifiable outcome

• 975,000+ users have achieved fitness results using Weburn programs
• +2 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Wellhub (formerly Gympass): Brazil-originated corporate wellness and fitness platform that connects employees to gyms, studios, and digital fitness apps. Comparable to Weburn as a Brazilian-headquartered subscription fitness business, though Wellhub focuses on employer-sponsored B2B distribution rather than direct-to-consumer celebrity-driven programming.
• Apple Fitness+: Subscription workout and meditation service from Apple delivered across Apple devices including Apple TV. Comparable as a multi-modality streaming fitness product with integrated meditation content, but bundled into Apple's hardware ecosystem rather than sold standalone.
• Peloton: Global premium connected fitness subscription platform combining hardware with instructor-led streaming workouts. Comparable as a digital subscription fitness business with celebrity-instructor content, but with hardware lock-in, a much larger international footprint, and a different price point.
• Nike Training Club: Free digital fitness app from Nike offering trainer-led workout videos across multiple modalities. Comparable in modality breadth and streaming delivery to Weburn's 3,500+ workout library, but operates as a brand-anchored free product rather than a paid subscription platform.

Direct peers

• Centr: Celebrity-trainer-led digital fitness app built around Chris Hemsworth's brand with workouts, meal plans, and mindfulness content. Closely comparable to Weburn's model of monetizing a celebrity fitness persona via subscription content and integrated nutrition programming.
• Les Mills On Demand: Streaming platform offering Les Mills group fitness content (BodyPump, HIIT, yoga, etc.) via subscription. Comparable to Weburn's modality-broad content library and gym-network origins, though focused on Les Mills IP rather than celebrity trainer personalities.
• Freeletics: AI-driven digital fitness coaching app with bodyweight and running programs distributed via subscription. Comparable as a self-serve digital fitness platform targeting home-based users, though Freeletics leans on algorithm-driven personalization rather than celebrity trainers.
• TotalPass: LATAM-focused corporate fitness benefit platform offering access to gyms and digital workouts to employees across Brazil and Mexico. Highly comparable to Weburn in geography and audience, with overlapping B2B and B2B2C distribution models, though TotalPass emphasizes network access over branded content.
• SWEAT: Women's-focused digital fitness app founded by Kayla Itsines with structured training programs, nutrition plans, and a community model. Directly comparable to Weburn in product-led growth, structured-program subscriptions, and influencer-led marketing to a defined demographic.
• Queima Diária: Brazilian digital fitness and weight-loss platform offering home-workout programs and diet plans via subscription. Most directly comparable peer given shared Brazilian market, weight-loss positioning, and influencer-led direct-to-consumer acquisition model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/weburn
• Instagraminstagram.com/weburn

Revenue estimate

Valuation estimate

Number of profiles

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 Weburn