Thenx
Thenx is a Miami-based direct-to-consumer calisthenics brand selling proprietary equipment, branded athletic apparel, and a subscription mobile app (1000+ workouts) to fitness consumers globally, anchored by founder Chris Heria's personal brand.
- Company typePrivate
- Founded-
- HeadquartersMiami, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Thenx does
Thenx is a Miami-based, privately held direct-to-consumer fitness brand operating in the calisthenics segment. The company sells proprietary calisthenics equipment (weight vests, parallettes, resistance bands, gymnastics rings, dip belts, wrist wraps, ankle weights, jump ropes), branded athletic apparel for men, women, and kids, and pre-configured equipment bundles through a Shopify-powered e-commerce storefront at thenx.com. Distribution is global, fulfilled primarily from a US warehouse with a dedicated Europe Store served from a Netherlands location, supporting multiple currencies and EU shipping.
The company's digital product is the Thenx App, available on iOS and Android, which provides 1000+ calisthenics workouts and training programs behind a monthly ($19.99) or annual ($119.99) subscription. The technology stack is intentionally lightweight — Shopify for commerce and standard native mobile apps for content delivery — with the brand, content library, and community identity (self-described as the '#1 Global Calisthenics Movement') functioning as the primary value drivers rather than proprietary technology.
Go-to-market is product-led and influencer-led: Thenx leans on founder Chris Heria's personal brand and Instagram presence, an email newsletter with VIP discount offers, and blog content marketing to drive traffic and conversion. Revenue is generated through three streams — equipment sales (one-off hardware purchases), apparel sales (one-off hardware purchases), and recurring app subscription — with no disclosed external funding or parent company, suggesting a bootstrapped, founder-controlled operating model.
Thenx firmographics
Firmographics- Name
- Thenx
- Legal name
- Thenx
- Website
- https://thenx.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Thenx is a Miami-based direct-to-consumer calisthenics brand selling proprietary equipment, branded athletic apparel, and a subscription mobile app (1000+ workouts) to fitness consumers globally, anchored by founder Chris Heria's personal brand.
- Ownership category
- akta.pro rank
Thenx industry classification
Industry- Product category
- Fitness Equipment & Apparel
- NAICS
- Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Functional Training & Conditioning Accessories Retail (Bands, Suspension Trainers, Agility/Ladders, Sleds) (CRAMADAD)
- akta.pro secondary industries
- Training & Cross-Training Footwear & Apparel Retail (CRAMACAD), Fitness Equipment & Performance Accessories Retail (CRAMABAD), Performance Socks, Underlayers & Active Essentials (CRAAAEAJ)
Keywords
Where Thenx is headquartered
LocationHeadquarters
- HQ city
- Miami
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Thenx business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Equipment Sales: Direct sales of calisthenics equipment including weight vests (20LB-40LB), parallettes, dip bars, resistance bands, ankle weights, weight belts, and gymnastics rings. Products are sold through the e-commerce storefront with global shipping.
- Apparel Sales: Sales of branded athletic apparel including t-shirts, hoodies, joggers, shorts, sports bras, leggings, socks, hats, and beanies for men, women, and kids.
- App Membership Subscription: Monthly ($19.99/month) or annual ($119.99/year) subscription for access to the Thenx App with 1000+ workouts and training programs.
- Bundle Packs: Pre-configured equipment bundles and starter packs sold at discounted prices compared to individual items, such as the Calisthenics Beginners Set and Complete Resistance Band Set.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | App Membership - Monthly |
| Subscription | Annual | App Membership - Annual |
| Unit Pricing | Pay-as-you-go | Weight Vests |
| Unit Pricing | Pay-as-you-go | Parallettes |
| Unit Pricing | Pay-as-you-go | Resistance Bands |
| Unit Pricing | Pay-as-you-go | Apparel - Tops |
| Unit Pricing | Pay-as-you-go | Apparel - Bottoms |
| Unit Pricing | Pay-as-you-go | Accessories |
| Unit Pricing | Pay-as-you-go | Bundle Packs |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Thenx product offering
Product offeringCore offering
Thenx designs, sells, and distributes calisthenics training equipment (weight vests, parallettes, dip bars, resistance bands, weight belts, gymnastics rings, ankle weights, wrist wraps) and athletic apparel, supported by the Thenx App which delivers 1000+ guided bodyweight workouts via monthly ($19.99) or annual ($119.99) membership. The company operates a Shopify-powered direct-to-consumer storefront with global shipping from U.S. and Netherlands warehouses.
Product overview
Thenx is a calisthenics-focused fitness brand and online community offering a unified platform combining e-commerce products, a mobile training app, and fitness content. The core product portfolio consists of three main categories: (1) Equipment including weight vests, parallettes, dip bars, resistance bands, gymnastics rings, wrist wraps, ankle weights, and jumping ropes; (2) Apparel encompassing men's and women's collections with t-shirts, hoodies, joggers, shorts, sports bras, leggings, socks, hats, and beanies; and (3) Training Bundles combining multiple equipment pieces like the Calisthenics Beginners Set. The Thenx App serves as the digital platform providing 1000+ workouts with membership tiers ($19.99/month or $119.99/year). The company is associated with the global calisthenics movement led by Chris Heria, positioning itself as the #1 Global Calisthenics Movement with products designed for performance and unmatched gear quality.
Differentiator
Problem solved
Functional benefit
Products and services
- Thenx App Membership
Companies that use Thenx
Customer profileSegments3 records
Ideal customer profiles2 records
Thenx technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Thenx partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- HERIAcoreChris Heria's personal brand (HERIA) is linked throughout the Thenx website as a related brand/store. The founder's personal brand and following appear to be integral to Thenx's marketing and community building strategy.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Thenx competitors and assessment
Company assessmentDirect peers
- Gymshark: Founder/influencer-led DTC fitness brand combining apparel, equipment, and a digital fitness app. Closely comparable on community-driven DTC model, multi-category fitness catalog, and subscription/ecosystem strategy.
- Calisthenics Movement: Calisthenics-dedicated training and community brand offering programs and bodyweight-equipment content. Direct competitor on niche focus, content-led audience, and progression-based training methodology.
- Gornation: European calisthenics and streetworkout brand selling grips, parallettes, bars, and apparel. Direct peer on product overlap (calisthenics accessories) and category-specialized positioning.
- Lebert Fitness: Bodyweight and calisthenics equipment specialist selling parallettes, EQualizers, and pull-up accessories. Direct peer on equipment product overlap and bodyweight training focus.
- Bullworker: Long-standing isometric/strength equipment brand spanning portable resistance trainers and accessories. Comparable in niche-targeted fitness hardware distributed via DTC and limited retail.
- Alo Yoga: Premium DTC athletic apparel and accessories brand with an in-house digital wellness app (Alo Moves). Highly comparable on apparel-plus-subscription-plus-content ecosystem and Instagram-led growth.
Broad incumbents
- Peloton: Broad fitness incumbent combining connected hardware with a large subscription content library. Overlap with Thenx on app subscription and fitness equipment, though Peloton operates at much greater scale and across cardio rather than calisthenics.
- Nike (Nike Training Club): Global athletic apparel and footwear leader with NTC, a free in-house training app. Competes indirectly via the same athletic apparel customer and free digital training content.
- Rogue Fitness: Large fitness equipment manufacturer and retailer with deep strength-training catalog. Adjacent competitor for weight vests, parallettes, and resistance bands at more value-oriented pricing.
Emerging players
- Freeletics: AI-driven bodyweight training app with coaching subscription. Comparable subscription content model and bodyweight-training positioning, though without Thenx's hardware and apparel stack.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Thenx social profiles
Digital presenceThenx compliance and trust
Trust signalCompliance1 record
Thenx financial estimates
Financial estimateRevenue estimate
Valuation estimate
Thenx leadership team
Management profileNumber of profiles
Profiles1 record
Thenx funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Thenx M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Thenx
What does Thenx do?
Thenx designs, sells, and distributes calisthenics training equipment (weight vests, parallettes, dip bars, resistance bands, weight belts, gymnastics rings, ankle weights, wrist wraps) and athletic apparel, supported by the Thenx App which delivers 1000+ guided bodyweight workouts via monthly ($19.99) or annual ($119.99) membership. The company operates a Shopify-powered direct-to-consumer storefront with global shipping from U.S. and Netherlands warehouses.
Is Thenx a public or private company?
Thenx is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Thenx founded?
Thenx was founded in -1. It employs 1 to 10 people.
Where is Thenx based?
Thenx is headquartered in Miami, United States, in the North America region.
How does Thenx make money?
Four revenue lines are on record. Equipment Sales are the primary driver. The others are apparel Sales, app Membership Subscription and bundle Packs.
Who are Thenx's main competitors?
Direct peers on record are Gymshark, Calisthenics Movement, Gornation, Lebert Fitness, Bullworker and Alo Yoga. Broad incumbents are Peloton, Nike (Nike Training Club) and Rogue Fitness. Freeletics is listed as an emerging player.
Does Thenx have an API?
No public API is recorded for Thenx.
What industry is Thenx in?
Thenx's product category is Fitness Equipment & Apparel. Its primary akta.pro industry code is CRAMADAD, Functional Training & Conditioning Accessories Retail (Bands, Suspension Trainers, Agility/Ladders, Sleds), with a secondary code of CRAMACAD, Training & Cross-Training Footwear & Apparel Retail. Its NAICS code is 33992 and its SIC code is 3949.