Thenx

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.

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

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 industry

PRIMARYCRAMADAD

Functional Training & Conditioning Accessories Retail (Bands, Suspension Trainers, Agility/Ladders, Sleds)

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Fitness Equipment & Accessories Retail

SECONDARYCRAMACAD

Training & Cross-Training Footwear & Apparel Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Athletic Footwear & Sport Apparel Retail

SECONDARYCRAMABAD

Fitness Equipment & Performance Accessories Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Sporting Goods Generalist Retail

SECONDARYCRAAAEAJ

Performance Socks, Underlayers & Active Essentials

Consumer Products & Retail/Apparel, Footwear & Accessories/Athleisure & Performance Wear

Keywords

• Calisthenics equipment
• Athletic apparel
• Fitness mobile app
• Bodyweight training
• Workout subscription

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core 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

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• HERIAcoreOthersChris 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

Direct 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

• Instagraminstagram.com/thenx
• Xx.com/officialthenx
• LinkedInlinkedin.com/company/thenx-fitness-studio

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Thenx