Muscle & Motion

What Muscle & Motion does

Muscle & Motion is an Israel-based e-learning platform founded in 2013 that builds 3D anatomical visualization software for the fitness, rehabilitation, and academic education markets. The company's core offering is a suite of four mobile and web applications — Strength Training, Anatomy, Posture, and Yoga — built on proprietary 3D animation technology that renders over 2,000 videos and 1,200+ exercises with a distinctive color-coded muscle activation system (target, synergist, stretching, stabilizer). A shared Anatomy content layer underpins the other apps, and a free Workout app lets trainers distribute assigned plans to clients. The platform also sells three CEU-accredited online courses (Functional Training Anatomy, Anterior Knee Pain, Anatomy and Biomechanics of Movement) co-developed with credentialed physiotherapists and movement experts.

The company operates a hybrid go-to-market combining product-led growth (freemium signup, app store distribution on iOS, Android, and web) with sales-led institutional licensing for universities (300+ partners) and a tiered professional plan (Pro at $149/yr for 25 clients, Business at $499/yr for 100 clients). Distribution is amplified by a 10M+ social media following across Facebook, Instagram, TikTok, and YouTube, a 30% commission affiliate program, and content marketing through blog and email channels. Deep-link integrations with Moodle and Canvas LMS platforms make the apps embeddable in academic workflows, and the entire product is offered globally with multi-language support. Operationally, the company runs on a very lean team of 1-10 employees, suggesting an asset-light, content-IP-driven model.

The legal entity is Muscle and Motion Ltd, a privately held company with no disclosed funding rounds, investors, or parent organization, and no publicly disclosed revenue figures. Revenue streams include individual app subscriptions ($69–$89/yr tiers), trainer-tier subscriptions, custom-priced institutional licenses, and one-time course purchases, all underpinned by CEU accreditations from six major fitness certification bodies (NASM, AFAA, ACSM, NSCA, NCSF, ACE) plus CFSC.

Name

Muscle & Motion

Legal name

Muscle and Motion Ltd

Website

https://muscleandmotion.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Muscle & Motion is an Israel-based e-learning platform offering 3D anatomy and biomechanics apps for fitness professionals, therapists, students, and universities. It monetizes via individual and trainer subscriptions, institutional licensing, and accredited online courses.

Ownership category

akta.pro rank

Product category

Fitness and Anatomy Education Software

NAICS

Fitness and Recreational Sports Centers (71394), Fitness and Recreational Sports Centers (713940), Hobby, Toy, and Game Retailers (45912), Graphic Design Services (541430)

SIC

Services-Amusement & Recreation Services (7900), Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Online/Remote Personal Training & Programming (HSADAAAM), Meditation Apps, Digital Courses & Online Communities (HSADAJAH), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC), Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE), Fitness Wearables & Training Tech Retail (Heart-Rate Monitors, GPS Watches, Sensors) (CRAMADAH), Yoga, Pilates & Studio Wear Retail (CRAMACAE), Fitness Equipment & Performance Accessories Retail (CRAMABAD), Posture, Musculoskeletal & Pain-Relief Devices (Posture Trainers, TENS/EMS, Massage Devices) (CRACAQAK)

Keywords

• Anatomy education software
• Biomechanics visualization
• Fitness training apps
• Kinesiology learning
• Exercise science courses

Headquarters

HQ city

Tel Aviv

HQ country

Israel

HQ region

Middle East

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. App Subscriptions (Individual): Recurring subscriptions for individual users accessing Anatomy, Strength Training, Yoga, and Posture apps. Subscription tiers include monthly and annual billing with auto-renewal. Anatomy app content is included in all other apps.
2. App Subscriptions (Institutional): Bulk licensing subscriptions for universities, colleges, and educational institutions. Custom pricing based on number of users/students with institutional license features including deep links and screenshot permissions.
3. Trainer/Professional Plans: Pro and Business tier subscriptions for personal trainers and fitness professionals enabling client management. Pro plan allows up to 25 clients, Business plan up to 100 clients with workout assignment capabilities.
4. Online Courses (One-Time Purchase): One-time payment for lifetime access to online courses including Functional Training Anatomy, Anterior Knee Pain, and Anatomy and Biomechanics of Movement. Includes CEU credits upon completion.
5. Affiliate Program: 30% commission for affiliates (trainers, therapists, fitness enthusiasts) who refer new subscribers to Muscle & Motion apps through unique tracking links.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Muscle & Motion builds and sells subscription-based mobile and web applications (Strength Training, Anatomy, Posture, Yoga, and Workout apps) that use proprietary 3D animations to visualize muscle activation, biomechanics, and exercise form. The company also sells one-time online courses covering functional training anatomy, movement biomechanics, and anterior knee pain, and licenses institutional access to universities and colleges for curriculum use.

Product overview

Muscle & Motion offers a platform of educational apps and online courses focused on 3D anatomy and biomechanics visualization. The core product portfolio includes four mobile/web apps (Strength Training, Anatomy, Posture, and Yoga) that share foundational Anatomy app content and provide discipline-specific features. The Strength Training App serves as the primary trainer tool with workout plan building and client management. Three online courses (Functional Training Anatomy, Anatomy and Biomechanics of Movement, and Anterior Knee Pain) provide professional certification content with CEU credits. All products feature 3D animations showing muscle activation, exercise biomechanics, and common mistakes to prevent injury.

Differentiator

Problem solved

Functional benefit

Products and services

• Strength Training App Mobile and web app featuring 1,200+ exercises with 3D anatomical animations, common mistake videos, and a workout plan builder for trainers to assign plans to clients. Targets personal trainers, coaches, and serious fitness enthusiasts.
• Anatomy App Foundational anatomy app covering all muscles, attachments, origin/insertion points, and actions using rotatable, zoomable 3D models. Serves students, therapists, trainers, and enthusiasts learning musculoskeletal anatomy.
• Posture App Mobile and web app for assessing and correcting postural issues such as lordosis and kyphosis, including therapeutic exercise videos and Dr. Gill Solberg's eBook. Aimed at therapists, trainers, and individuals with postural concerns.
• Yoga App Specialized yoga app providing 3D anatomical views of asanas, common alignment issues, misalignments, and preparatory exercises. Targets yoga instructors, Pilates instructors, and dedicated yogis.
• Functional Training Anatomy Course One-time-purchase online course (3.5 hours of video) covering functional training anatomy for practical training scenarios, developed with Kevin Carr (CFSC). Offers CEU credits from NASM, AFAA, ACSM, NCSF, ACE, CFSC. Targets certified fitness professionals.
• Anatomy and Biomechanics of Movement Course One-time-purchase online course (3 hours) exploring muscle function in real-life movement, joint interaction, and nervous system influence on performance. Co-developed with Dr. Matt Casturo. Provides CEU credits from NASM, AFAA, ACSM, NSCA. Targets movement professionals.
• Anterior Knee Pain Course One-time-purchase online course (3 hours 47 minutes) on identifying, assessing, treating, and preventing anterior knee pain. Developed with sports physiotherapist Dave O'Sullivan. Provides CEU credits from NASM, NCSF. Targets therapists and trainers.
• Institutional License Bulk subscription licensing for universities, colleges, and educational institutions with custom pricing based on number of users/students. Includes LMS deep-link integration (Moodle, Canvas) and screenshot permissions for classroom use. Used by 300+ universities worldwide.

Quantifiable outcome

• Over 300 universities worldwide use the platform for anatomy education
• +4 more outcomes

Named customers3 records

Segments8 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability4 records

Feature7 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Kevin Carr (Certified FMS / CFSC)coreStrategic or Co-development PartnerCollaborated with Kevin Carr from CFSC (Certified Functional Strength Coach) to develop the Functional Training Anatomy online course. Kevin's expertise in functional training combined with Muscle & Motion's 3D animation technology creates a comprehensive learning experience.
• Dave O'SullivancoreStrategic or Co-development PartnerSports physiotherapist and Chartered Physiotherapist with master's degree in Strength and Conditioning. Developed the Anterior Knee Pain online course in collaboration with Muscle & Motion. Consultant rugby physiotherapist for England Rugby Union.
• Dr. Matt CasturocoreStrategic or Co-development PartnerCo-developed the Anatomy and Biomechanics of Movement online course focusing on dynamic application of movement science, joint interaction, and nervous system influence on performance.
• NASM (National Academy of Sports Medicine)minorOthersCEU accreditation provider for Muscle & Motion online courses. Offers 0.4-1.0 CEUs per course for NASM-certified professionals.
• AFAA (Athletics and Fitness Association of America)minorOthersCEU accreditation provider offering 4.0-10.0 CEUs per course for AFAA-certified fitness professionals.
• ACSM (American College of Sports Medicine)minorOthersCEU accreditation provider for Muscle & Motion online courses with 2.5-3.5 CEUs per course.
• NSCA (National Strength and Conditioning Association)minorOthersCEU accreditation provider for Muscle & Motion online courses.
• NCSF (National Council on Strength and Fitness)minorOthersCEU accreditation provider for Muscle & Motion online courses with 2.0 CEUs per course.
• ACE (American Council on Exercise)minorOthersCEU accreditation provider for Muscle & Motion online courses.
• CFSC (Certified Functional Strength Coach)minorOthersCEU accreditation provider for the Functional Training Anatomy course.
• Inspire360coreTechnology or IntegrationThird-party learning management system platform hosting Muscle & Motion online courses. Handles course enrollment, test scoring, and certificate generation.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Visible Body: Premium 3D human anatomy visualization platform offering interactive models for students, educators, and healthcare professionals. Directly comparable to Muscle & Motion's Anatomy app in core technology (3D anatomy rendering) and target users (kinesiology/anatomy students and instructors).
• Complete Anatomy (3D4Medical / Elsevier): Industry-leading 3D anatomy platform with detailed musculoskeletal models, used widely in medical and allied health education. Closest direct competitor in premium interactive 3D anatomy, with deeper medical-student focus and broader institutional penetration.
• BioDigital: Cloud-based 3D human body visualization platform serving medical, pharmaceutical, and educational clients. Comparable in interactive 3D rendering technology and B2B institutional licensing model, with broader enterprise/healthcare orientation.
• Kenhub: Online anatomy learning platform combining illustrations, videos, and quizzes for students in medicine, kinesiology, and physical therapy. Comparable in educational content delivery, target learners, and subscription-based revenue model.
• Primal Pictures (Wolters Kluwer): Interactive 3D anatomy resource widely licensed to universities and libraries. Directly comparable in academic institutional licensing, 3D anatomy content focus, and B2B sales motion to educational institutions.
• Teach Me Anatomy: Popular anatomy education resource offering articles, diagrams, and videos targeted at medical and allied health students. Comparable in educational positioning and kinesiology/anatomy student target segment, though lighter on 3D animation.
• Pocket Anatomy: Mobile 3D anatomy app offering interactive human body exploration for students and clinicians. Comparable in mobile-first delivery of 3D anatomy visualization and individual subscription revenue model.
• Innerbody: Consumer-facing anatomy and health education platform with detailed interactive guides on human physiology. Comparable in translating complex anatomy into accessible educational content for fitness/health enthusiasts.

Emerging players

• AnatomyLearning.com: Free 3D anatomy atlas app with detailed muscular, skeletal, and cardiovascular models. Comparable in 3D anatomy mobile delivery and kinesiology student audience, competing primarily on price (free vs. subscription).

Broad incumbents

• NASM (National Academy of Sports Medicine): Largest US personal trainer certification body offering paid certification and continuing education programs. Comparable as a competitor for trainer education and CEU dollars, with Muscle & Motion positioned as a CEU-earning content provider accredited by NASM.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@MuscleandMotion
• Facebookfacebook.com/muscleandmotion
• Instagraminstagram.com/muscleandmotion/?hl=en
• TikToktiktok.com/@muscleandmotion?lang=en
• Xx.com/MuscleandMotion

Compliance8 records

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 Muscle & Motion