What FitSW does

FitSW is a cloud-based, all-in-one fitness business management SaaS platform operated by MacroActive Limited, a New Zealand-incorporated entity, and targeted at independent personal trainers, fitness coaches, studios, and gym chains. The platform provides workout building (with templates, recurring schedules, and an exercise library of nearly 1,000 videos), nutrition planning (with a database of nearly 5,000 foods and macro tracking), client and progress management, scheduling, in-app messaging, payment processing, and built-in livestreaming for live virtual fitness classes. The technology stack comprises a web platform plus native iOS and Android applications, localization into six languages, and integrations with Stripe for payments, Google Fit and Apple Health for wearable data, and YouTube for custom trainer-supplied exercise videos.

The company operates a product-led growth motion with a 30-day free trial that unlocks premium features, supported by app-store listings, content marketing, social media, and affiliate partnerships with personal-training certification bodies (ISSA, Origym), insurance (Foxquilt), and supplements (Healthycell). A sister marketplace, FindTrainGain, serves as a discovery channel for trainers and a venue for paid public fitness classes, while white-label Custom Branded Apps and Enterprise/Studios account tiers extend the product upmarket to gym chains and fitness influencers. The platform reports 2M+ workouts completed, 20K+ fitness and nutrition professionals, 1M+ metrics tracked, and availability in 100+ countries.

Revenue is generated primarily through monthly subscriptions (starting at $8.33/month for up to 15 clients) plus transaction-based fees processed via Stripe and one-time fees for custom web and mobile app deployments. Subscription billing is non-refundable and auto-renews. Headcount is disclosed at 1-10 employees and only a nominal 2021 funding event is on record, indicating a capital-efficient operating posture. The company is led by founder and CEO Jacob Montoya, with no other named executive team disclosed in available sources.

Name

FitSW

Legal name

MacroActive Limited

Website

https://fitsw.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

FitSW is a cloud-based SaaS platform serving 20,000+ personal trainers, coaches, studios, and gyms with workout building, nutrition planning, client management, payments, and live virtual classes across 100+ countries.

Ownership category

akta.pro rank

Product category

Personal Trainer Software

NAICS

Computer Systems Design and Related Services (54151)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

Keywords

• Personal trainer software
• Fitness business management
• Workout builder tools
• Client management software
• Live fitness classes

Headquarters

HQ city

Colorado Springs

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Fees: Monthly subscription fees for access to the platform, with tiered pricing based on client count. Starting at $8.33/month for 15 clients with all premium features.
2. Transaction Processing: Payment processing for trainer-client transactions including one-time sessions, packages, and subscription payments through Stripe integration. Stripe transactions between trainers and clients are final per terms of service.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

FitSW provides an all-in-one cloud-based SaaS platform, accessible via web and native iOS and Android apps, that enables personal trainers, coaches, studios, and gyms to manage clients, build and assign workout programs, plan nutrition, track progress, process payments, and deliver live virtual fitness classes from a single interface.

Product overview

FitSW is a unified all-in-one fitness business management platform designed for personal trainers, coaches, studios, and gyms. The core platform (FitSW Core Platform) provides workout building, nutrition planning, client management, live fitness classes, and payment processing. Additional offerings include Custom Branded Apps for white-labeling, Studio/Team Accounts for multi-trainer gym management, and Enterprise solutions for large chains. The platform also provides free online tools (Online Trainer Guide, PAR-Q Form, Contract, Client Waiver, Interval Timer, Recipe List) and operates FindTrainGain as a companion trainer marketplace. Mobile apps are available on iOS and Android in six languages.

Differentiator

Problem solved

Functional benefit

Brands

• FindTrainGain: Sister site for finding personal trainers and listing public fitness classes
• FitSW Studios
• FitSW Enterprise

Products and services

• FitSW Core Platform All-in-one cloud-based SaaS platform, accessible via web and native iOS and Android apps, providing personal trainers, coaches, studios, and gyms with client management, workout building, nutrition planning, progress tracking, payment processing, and live fitness class streaming in a single product.
• Custom Branded Apps White-label mobile app solution that allows gyms, studios, and gym chains to deliver a custom-branded version of the FitSW platform with their own logo, colors, and identity while retaining full platform functionality.
• FindTrainGain Sister marketplace platform where trainers using FitSW can list themselves for public discovery by prospective clients and publish public virtual fitness classes, including the ability to charge different admission fees for clients versus the general public.

Quantifiable outcome

• 100K+ clients have hit their fitness goals using the platform
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature8 records

Partnerships

Six partnerships are on record, tiered minor and core.

• FoxquiltminorGTM or Marketing PartnerNorth American insurtech providing online access to small business insurance for personal trainers and fitness professionals. Foxquilt makes it easy for trainers to access affordable coverage online, which protects their business and fosters growth. Vendors, partners, and facilities may require trainers to carry insurance.
• ISSAcoreGTM or Marketing PartnerInternational Sports Sciences Association (ISSA) is one of the first personal training certifications and remains highly rated. With trainers in 174 countries and over 475,000 students, it is a worldwide certification organization. FitSW partnership provides visibility to aspiring and certified trainers.
• HealthycellminorGTM or Marketing PartnerPatent-pending ingestible gel supplement designed for maximum nutrient absorption. Five main products for pre-workout/focus, sleep/recovery, and general well-being/immunity. FitSW users receive 15% off with promo code FitSW15.
• OrigymcoreGTM or Marketing PartnerUK-based school offering internationally recognized personal trainer certifications for online and in-person training. Origym provides FitSW software lifetime 15% monthly discount to their certified members, creating a pipeline of trained trainers familiar with the FitSW platform.
• FindTrainGaincoreGTM or Marketing PartnerSister marketplace platform enabling trainers to list themselves publicly and get discovered by potential clients searching for personal trainers. Public class listings allow trainers to charge different admission fees for clients versus the general public.
• StripecoreTechnology or IntegrationPayment processing partner for handling trainer-client transactions including session payments, packages, and subscription billing. Stripe is referenced in terms of service as the payment processor with transactions being final.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• WellnessLiving: WellnessLiving is a cloud-based business management platform for fitness, wellness, and yoga businesses, with scheduling, payments, and branded apps. It is a broader incumbent offering overlapping functionality with FitSW's studio and enterprise features.
• MyFitnessPal: MyFitnessPal is a consumer-focused nutrition tracking platform with a large food database and trainer-facing tools. While primarily a consumer app, its food database and nutrition-tracking features overlap with FitSW's Nutrition Planning module.
• Mindbody: Mindbody is a large-scale business management platform for fitness, wellness, and beauty businesses, including scheduling, payments, and client management. It serves as a broad incumbent competitor to FitSW's studio and enterprise offerings with a much wider product portfolio.

Direct peers

• Trainerize: Trainerize is a SaaS platform that lets personal trainers and fitness coaches deliver in-person and online training, manage clients, and process payments. It is the closest direct competitor to FitSW in the personal-trainer-software category, with similar workout-builder and client-management features.
• Glofox: Glofox is a gym and studio management platform with membership, payments, scheduling, and branded apps. It overlaps with FitSW's FitSW Studios and Enterprise tier offerings for boutique studios and gym chains, and is a direct competitor in the multi-trainer studio segment.
• Wodify: Wodify is a gym management platform with workout tracking, performance analytics, and member management, popular in CrossFit and functional-fitness gyms. It competes with FitSW's Studio and Enterprise offerings for multi-trainer gyms and provides comparable client-management features.
• PushPress: PushPress is a gym management software suite with membership billing, branded apps, and trainer tools serving independent gyms and studios. It is comparable to FitSW in providing an integrated platform for trainers and gym owners with payments and branded-app functionality.
• PT Distinction: PT Distinction is a UK-based personal trainer software platform with workout programming, nutrition planning, and client management. It is comparable to FitSW in targeting independent personal trainers with an all-in-one workflow, particularly in the UK/Europe market where Origym (a FitSW partner) operates.
• Zen Planner: Zen Planner is a fitness business management platform with member management, scheduling, billing, and workout tracking for gyms and martial arts studios. It competes with FitSW's Studio and Enterprise tiers for multi-trainer facilities needing integrated business operations.
• TrueCoach: TrueCoach is a personal trainer software platform for coaches to program workouts, track client progress, and communicate with clients. It competes head-to-head with FitSW for the same solo personal trainer customer, with overlapping workout-building and progress-tracking features.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FitSW
• YouTubeyoutube.com/c/FitSW
• Facebookfacebook.com/FitSW
• LinkedInlinkedin.com/company/fitsw
• Instagraminstagram.com/fitswtrainer

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 FitSW