What Queima Diaria does

Queima Diária is a Brazilian direct-to-consumer digital fitness streaming subscription platform operated by MB Negócios Digitais S/A, headquartered in Belo Horizonte, Minas Gerais. The platform delivers on-demand home workout video content across 15+ modalities (HIIT, dance, Pilates, strength, cardio, functional, yoga) via web browser, native iOS/Android apps, dedicated Smart TV apps (Samsung, LG, Sony, Android TV, Apple TV), and casting support for Chromecast, Google TV, Roku, and Fire TV. Subscriber onboarding is driven by a personalized assessment quiz that recommends a starting program, with multi-profile accounts (Individual, Duo, Family), offline mobile downloads, and an internal Social QD community layer for engagement.

The company monetizes primarily through auto-renewing subscriptions with annual plans at R$39.90/month (R$478.80/year) against a stated catalog value of R$5,720+, complemented by 30-day free trials with money-back guarantees on annual plans, complementary subscriptions for nutrition (+QNutri) and coaching, lifetime access purchases, content rentals, and a cash-based referral program ("Indique e Ganhe"). Distribution is exclusively owned and digital: website, app stores, Smart TV stores, and casting endpoints, all targeting Brazilian consumers. The MB Negócios Digitais group has extended the brand into adjacent segments via wholly-owned sub-brands: Augym (digital wellness for 55+), Mamãe Sarada (postpartum fitness), Treinos Power (performance conditioning), and Mamãe Cream (maternal cosmetics).

Queima Diária claims 2.5M+ lifetime users, 10+ years of operating history, ISO 56001 certification for innovation management, and 9 consecutive years of Great Place to Work certification in Brazil. It does not disclose revenue, headcount, funding history, or active subscriber counts, and operations are confined to Brazil with no stated international expansion plans. The customer base is entirely consumer (B2C), with no enterprise or B2B segment, and growth signals come from multi-brand portfolio expansion and device-surface broadening rather than disclosed ARR or headcount trends.

Name

Queima Diaria

Legal name

MB Negócios Digitais S/A

Website

https://queimadiaria.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Queima Diária is a Brazilian direct-to-consumer digital fitness subscription platform offering on-demand home workout programs across 15+ modalities via web, mobile, and Smart TV apps, operated by MB Negócios Digitais S/A in Belo Horizonte and serving over 2.5 million cumulative users in Brazil.

Ownership category

akta.pro rank

Product category

Digital Fitness Streaming

NAICS

Fitness and Recreational Sports Centers (71394), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)

SIC

Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industry

Video Streaming Platforms (SVOD/AVOD/TVOD) (BPAMAJAA)

Keywords

• Digital fitness platform
• Home workout streaming
• Online fitness subscription
• Workout video app
• Latin America fitness

Headquarters

HQ city

Belo Horizonte

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription Plans (Annual, Semi-Annual, Quarterly, Monthly): Core revenue stream from recurring digital subscriptions. Subscribers pay for access to the full program catalog across all modalities and trainers. Plans range from monthly to annual, with annual plans offering significant savings (catalog valued at R$5,720+ annually; annual subscription at R$39.90/month). All plans auto-renew unless cancelled. Upsell to complementary subscriptions (nutrition, coaching) is offered post-purchase.
2. Lump-Sum Content Purchase (Lifetime Access): Users can purchase lifetime access to specific programs or program bundles. Lifetime access grants indefinite platform access without requiring an active subscription. Offered for individual programs, bundles, or as an add-on to a standard subscription.
3. Content Rental: Time-limited content access licenses for specific programs or bundles. Rental provides access for a defined period without auto-renewal. Users cannot download, copy, or permanently store rented content.
4. Complementary Subscriptions (Add-ons): Additional subscription layers for specialized content (nutrition, coaching, specialized workout methodologies) offered alongside the main fitness subscription. Priced and billed separately, aligned to the main subscription period. May include trial periods.
5. Referral Program ('Indique e Ganhe'): Existing subscribers earn cash rewards for referring new paying customers. Commission payments are made to referrers according to program terms. Managed at play.queimadiaria.com/ig.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Queima Diária operates a subscription-based digital fitness streaming platform that delivers home workout programs across multiple modalities (HIIT, strength, pilates, yoga, dance, barre, mobility, gymnastics, and ballet) to individual consumers in Brazil and Latin America. The platform is distributed through iOS, Android, Apple TV, Samsung TV, LG TV, Chromecast, and AirPlay applications, with personalized onboarding via quiz, multi-profile household accounts, 24/7 streaming, offline downloads, and adjacent sub-brands (Augym, Treinos Power, Mamãe Sarada, Mamãe Cream). Value is augmented by add-on services including personal coaching with on-platform trainers and a nutrition module (+QNutri).

Product overview

Queima Diária is a Brazilian digital fitness streaming subscription platform operated by MB Negócios Digitais S/A. It is structured as a core platform (Queima Diária) with a catalog of branded workout programs as modules, plus a mobile app (iOS/Android) and Smart TV apps (Samsung, LG, Sony, Android TV, Apple TV). The platform bundles a broad range of fitness modalities (HIIT, dance cardio, Pilates, strength, and specialty programs) under a single subscription at R$39.90/month for annual plans, offering 30-day free trials and full refunds on annual plans. Related sub-brands under the MB Negócios Digitais group include Mamãe Sarada (post-partum fitness, also available within the Queima Diária catalog), Treinos Power (standalone intense fitness brand), Augym (55+ wellness studio), and Mamãe Cream (cosmetic line). Complementary paid add-ons include nutritional content (+QNutri) and coaching programs, available as separate subscriptions or bundled with the main plan. A social/community layer (Social QD) is also available within the ecosystem. The platform also holds ISO 56001 certification for innovation management.

Differentiator

Problem solved

Functional benefit

Brands

• Queima Diária: Major Latin American fitness platform with diverse workout programs serving millions
• Augym
• Mamãe Cream
• Treinos Power
• Mamãe Sarada

Products and services

• Queima Diária Subscription Platform Subscription-based digital fitness streaming platform delivering home workout programs (HIIT, strength, pilates, yoga, dance, barre, mobility, gymnastics, ballet) across iOS, Android, Apple TV, Samsung TV, LG TV, Chromecast, and AirPlay, with 24/7 streaming, offline downloads, multi-profile family accounts, and quiz-driven personalization for individual consumers in Brazil and Latin America.
• Augym Sub-brand fitness platform serving as a complementary Queima Diária subscription; bundled at no additional cost for active Queima Diária subscribers.
• Mamãe Sarada Sub-brand targeting pre and postnatal fitness; bundled at no additional cost for active Queima Diária subscribers.
• Treinos Power Sub-brand focused on power/strength training programming; bundled at no additional cost for active Queima Diária subscribers.
• Mamãe Cream Skincare cosmetics line retail product extension of the Queima Diária brand portfolio, sold as standalone physical products (creams).
• Personal Coaching Add-on Add-on service providing direct personal coaching access to Queima Diária's on-platform trainers, augmenting the standard streaming subscription with human-led guidance.
• +QNutri Nutrition Module Add-on nutrition module providing dietary guidance and meal planning to complement Queima Diária's workout programming for subscribers seeking holistic support.

Quantifiable outcome

• 2.5 million+ users have transformed their lives using Queima Diária programs
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• E-mile (Instituição sem fins lucrativos)minorOthersE-mile is a non-profit institution specializing in electronic waste management. Queima Diária partners with E-mile for the proper disposal of electronic equipment (computers, notebooks, and other devices) that have reached end-of-life, ensuring environmentally responsible handling.
• Instituto Mário PennaminorStrategic or Co-development PartnerQueima Diária partnered with Instituto Mário Penna to promote the 'Março Lilás' (Purple March) campaign — a public health awareness initiative for cervical cancer prevention. The partnership includes exclusive benefits for donors and campaign promotion through Queima Diária's social media channels.
• AugymcoreOthersAugym is a digital wellness studio targeting people aged 55+, offering integrated practices for body and mind to promote autonomy, vitality, and longevity. It is a subsidiary brand within the MB Negócios Digitais group, cross-promoted alongside Queima Diária.
• Mamãe CreamcoreOthersMamãe Cream is a cosmetics product line developed for mothers, combining personal care, practicality, and daily wellness. A subsidiary brand under MB Negócios Digitais group, cross-promoted alongside Queima Diária.
• Mamãe SaradacoreOthersMamãe Sarada is a pioneer Brazilian online workout program for mothers, designed to promote health, self-esteem, and energy to help women recover fitness and well-being after motherhood. A subsidiary brand under MB Negócios Digitais group, cross-promoted alongside Queima Diária.
• Treinos PowercoreOthersTreinos Power provides digital fitness programs for users seeking performance, intensity, and physical conditioning, with workouts designed to be done at home safely and effectively. A subsidiary brand under MB Negócios Digitais group, cross-promoted alongside Queima Diária.
• Apple Inc. (App Store distribution)coreChannel Partner/ Reseller/ DistributorApple App Store serves as a primary distribution channel for Queima Diária's mobile application. Purchases through the Apple Store follow Apple's payment, refund, and cancellation policies (7-day trial per platform rules). TV app available on Apple TV.
• Google LLC (Google Play distribution)coreChannel Partner/ Reseller/ DistributorGoogle Play serves as a primary distribution channel for Queima Diária's Android mobile application. Purchases through Google Play follow Google's payment, refund, and cancellation policies. Additional integration via Chromecast and Google TV casting support.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Freeletics: Freeletics offers AI-personalized bodyweight training and running plans via a subscription mobile app, with coach-led video sessions. Adjacent to Queima Diária as a digital personal training alternative with strong personalization.
• Sweat (Kayla Itsines): Sweat is a women's fitness subscription app featuring programs by Kayla Itsines and other trainers across HIIT, strength, yoga, and postpartum. Comparable in trainer-led video streaming model and women's fitness focus, similar to Queima Diária's Mamãe Sarada offering.
• Nike Training Club: Nike Training Club offers trainer-led video workouts across modalities free via the NTC mobile app. While not subscription-based, it competes for the same at-home workout audience with global brand and zero price point.

Direct peers

• Peloton Interactive: Peloton operates a subscription-based digital fitness platform delivering live and on-demand workout classes across multiple modalities (cycling, strength, yoga, HIIT) via mobile, web, and TV apps. Directly comparable to Queima Diária in business model, content variety, and multi-device streaming delivery.
• Les Mills On Demand: Les Mills On Demand streams the brand's signature group fitness classes (BodyPump, RPM, BodyCombat, etc.) via subscription across modalities. Comparable to Queima Diária in trainer-led video class streaming model and modality variety.
• Apple Fitness+: Apple Fitness+ is a subscription video fitness service offering trainer-led workouts across modalities (HIIT, strength, yoga, dance) accessible on Apple devices and via AirPlay to TV. Comparable to Queima Diária in subscription model, modality breadth, and multi-device streaming approach.
• iFit: iFit streams thousands of live and on-demand fitness classes across modalities (running, cycling, strength, yoga) via subscription, with deep integration into NordicTrack and ProForm equipment. Comparable digital fitness streaming model with broad modality catalog.

Regional players

• TotalPass (Brazil): TotalPass is a Brazilian corporate wellness platform offering access to gyms and digital fitness content via employer-sponsored subscriptions. Comparable regional competitor targeting the same Brazilian consumer base with corporate distribution model.
• Smart Fit: Smart Fit is the largest fitness chain in Latin America, headquartered in Brazil, with a growing digital offering (Smart Fit Coach) that streams workout classes to subscribers. Direct competitor in the Brazilian market with strong physical brand presence and corporate partnerships.

Broad incumbents

• Wellhub (formerly Gympass): Wellhub is a Brazilian-founded corporate wellness platform connecting employees to gyms, fitness studios, and digital fitness apps via employer-subsidized subscriptions. Operates broadly in fitness/wellness with corporate distribution advantages unavailable to direct-to-consumer players like Queima Diária.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 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 Queima Diaria