What WeGlow does

WeGlow (legal entity: WeGlow App Limited) is a UK-based direct-to-consumer women's fitness platform founded in 2020 by Stef Williams and headquartered in London. The company operates a mobile-first subscription app (iOS, Android, and web) targeting female consumers across all ages and fitness levels, with specialist content for pregnant and postpartum women and women in midlife and perimenopause. The product combines 500+ on-demand workouts across strength, Pilates, barre, yoga, HIIT, cardio, meditation, and breathwork, 700+ dietician-approved recipes, structured 2-24 week hybrid training programs, cycle-tracking with phase-based workout recommendations, and progress-tracking tools (personal bests, badges, streak counters, progress photos). The app integrates with Apple Health and Apple Watch to import calorie, step, and active-minute data, and personalizes recommendations via a "Smart Suggest" layer built on Amplitude analytics under UK GDPR / EU GDPR / CCPA-compliant data handling.

WeGlow monetizes through three tiers of subscriptions — monthly, annual, and a one-time £299.99/$359.99 Lifetime option (launched 2023) — sold via its website (Stripe-processed), the Apple App Store, and Google Play Store. A secondary e-commerce store (shop.weglow.app) sells branded workout apparel and equipment, and a free downloadable e-book at ebooks.weglow.app functions as a top-of-funnel lead magnet. Distribution relies on a product-led growth motion layered with community-led retention: trainer personal brands (Stef Williams, Mara Cimatoribus, Anna Hage, Colby Landry) drive organic acquisition via Instagram, TikTok, and YouTube, while members-only Facebook and WhatsApp communities plus an in-app community reinforce retention and word-of-mouth referrals. The company is bootstrapped with no disclosed external funding, operates with 1-10 employees, and has grown to 300,000+ members globally with sustained 4.8-4.9/5 app store ratings.

Name

WeGlow

Legal name

WeGlow App Limited

Website

https://weglow.app

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

WeGlow is a London-based women's fitness app founded in 2020, offering 500+ workouts, cycle-syncing programs, dietician-approved recipes, and progress tracking to 300,000+ female subscribers globally via monthly, annual, and lifetime subscriptions across iOS, Android, and web.

Ownership category

akta.pro rank

Product category

Women's Fitness App

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industries

Fitness Equipment & Performance Accessories Retail (CRAMABAD), Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)

Keywords

• Women's fitness app
• Cycle-syncing workouts
• Prenatal fitness programs
• On-demand workout streaming
• Nutrition meal planning

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription Revenue (Recurring): Auto-renewing monthly and annual subscriptions provide the primary recurring revenue stream. Subscriptions can be purchased via the WeGlow website (processed by Stripe), Apple App Store, or Google Play Store. Pricing varies by platform due to exchange rates. Annual subscriptions offer significant savings versus monthly billing. The model relies on continuous content updates (new workouts weekly) to maintain subscriber retention.
2. Lifetime Subscription (One-Time): A one-time payment of £299.99 (UK) or $359.99 (US) grants lifetime access to the platform. This represents a non-refundable one-time licence revenue event. It does not include in-app premium purchases. It is positioned as a 25% saving versus two consecutive annual subscriptions. The company notes it is non-transferable and may not be resold.
3. Physical Merchandise (E-commerce): WeGlow operates a dedicated online shop (shop.weglow.app) selling branded workout apparel and equipment including oversized training t-shirts, sports socks, slider equipment, and resistance (burn) bands. Products are priced in GBP and sold directly to consumers via the e-commerce storefront.
4. In-App Purchases: Additional premium content can be purchased within the app, beyond the base subscription. An active subscription is required to access in-app purchases and premium content. Transactions are processed through the platform's payment gateway.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

WeGlow operates a subscription-based mobile fitness application built specifically for the female body, providing on-demand workout videos, structured 2-24 week training programs, menstrual cycle-syncing recommendations, dietician-approved recipes, and progress tracking. The company also sells branded fitness apparel and accessories through a separate e-commerce storefront and operates a members-only community across Facebook and WhatsApp.

Product overview

WeGLOW is a women's health and fitness app built as a unified mobile application combining workout programming, nutrition guidance, and cycle-syncing features. The core product is the WeGLOW App which provides structured workout guides and programs (ranging from 2-24 weeks including hybrid training, Pilates, strength, barre, yoga, pregnancy, and postpartum programs), on-demand video workouts and classes (strength, HIIT, cardio, Pilates, yoga, barre, meditation, breathwork), a recipe and meal planning section with dietitian-approved recipes, cycle tracking for menstrual phase-based workout recommendations, and progress tracking tools. Additional offerings include the WeGLOW Shop for workout equipment, a free E-book, and community features via Facebook and WhatsApp. The app operates on a subscription model with monthly, annual, and lifetime subscription tiers, with download free but full access requiring subscription.

Differentiator

Problem solved

Functional benefit

Products and services

• WeGLOW App
• WeGLOW Shop

Quantifiable outcome

• 98% of women see results in 8 weeks
• +3 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability5 records

Feature5 records

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Aaptiv: Aaptiv is an audio- and video-led subscription fitness app offering trainer-led workouts across strength, cardio, yoga, and HIIT — directly comparable to WeGlow as a subscription fitness content platform.
• Centr (Chris Hemsworth): Centr is a celebrity-led subscription fitness and meal-planning app combining workouts, nutrition, and mindfulness — directly comparable in subscription fitness app mechanics, though broader in audience than WeGlow's women-only focus.
• Tone It Up: Tone It Up is a women's fitness brand with a subscription app providing on-demand workouts, nutrition plans, and a community — directly comparable to WeGlow in target audience, content model, and community-led GTM.
• Alo Moves: Alo Moves is a subscription fitness and wellness app from Alo Yoga offering yoga, Pilates, barre, and mindfulness classes — overlapping with WeGlow's content modalities and serving a similar premium female consumer base.
• Sweat (Kayla Itsines / SWEAT App): SWEAT is a women's fitness subscription app offering structured training programs (BBG, PWR, FIERCE) with trainer-led content — the closest direct comparable to WeGlow in terms of women-focused structured programming and subscription model.
• FitOn Workouts & Fitness Plans: FitOn is a free, ad-supported fitness app with optional premium tier offering trainer-led workouts, meal plans, and live classes — comparable to WeGlow's subscription fitness model, though broader in audience and freemium-positioned.

Emerging players

• Clue: Clue is a period and cycle-tracking app with growing fitness and wellness content integrations — comparable to WeGlow in cycle-data-driven personalization for women's health, though primarily a tracking rather than workout programming platform.

Broad incumbents

• Apple Fitness+: Apple Fitness+ is a subscription fitness service integrated with Apple Watch offering strength, HIIT, Pilates, yoga, and meditation — a broad incumbent whose women's and Pilates content increasingly overlaps with WeGlow's core offering.
• Peloton App One / Peloton App+: Peloton offers an app-only fitness subscription with strength, yoga, cardio, and meditation classes — a broad incumbent in subscription fitness content with overlapping modalities to WeGlow though focused on broader audiences.
• Nike Training Club (NTC): Nike Training Club is Nike's workout app offering free trainer-led video sessions including strength, Pilates, yoga, and HIIT — a broad incumbent in fitness apps whose women's content expansion competes with WeGlow at the consumer level.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/weglow
• TikToktiktok.com/@weglow?lang=en
• Facebookfacebook.com/weglowapp

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 WeGlow