SelfLoops
SelfLoops is an Italian fitness technology company offering performance analysis and real-time group heart rate tracking software for athletes, coaches, fitness clubs, schools, and cardiac rehab programs. It integrates ANT+ and Bluetooth devices and sells subscriptions, per-device licenses, and hardware.
- Company typePrivate
- Founded2012
- HeadquartersFermo, Italy
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What SelfLoops does
SelfLoops is an Italian fitness technology company that operates a performance analysis and real-time group heart rate tracking platform for athletes, coaches, fitness clubs, and institutional customers including schools, corporate wellness programs, and cardiac rehabilitation providers. Founded in 2012 in Fermo, Italy, the company is organized as a privately held società in nome collettivo (Selfloops Snc) with 1-10 employees and no disclosed external funding, acquisitions, or leadership changes on record.
The platform ingests sensor data via ANT+ and Bluetooth from heart rate monitors, GPS units, bike power meters, and rowing ergometers across manufacturers including Garmin, Polar, Wahoo, Concept2, MyZone, and Apple Watch, and converts that stream into analytics such as TRIMP training load scores, heart rate zone distributions, calorie estimates (Keytel et al. 2005), HRV tracking, and a Cosmic Levels gamification system with 28-29 levels. Core products include the SELFLOOPS Spark mobile app, Group Fitness Plus (iPad/Android) and Premium (Android with multimedia), Group Rowing, Streams (live workout data and video streaming), and purpose-built solutions for Cardiac Rehab, Corporate Wellness, Physical Education, and Sports Performance. The platform is multilingual (English, Italian, Spanish, Portuguese, German) and supports 40+ simultaneous participants per group session over a ~100m range extendable via repeaters.
SelfLoops generates revenue through premium mobile subscriptions with monthly auto-billing, per-device Group Fitness software licensing, and direct EU-shipped hardware sales of heart rate monitors and accessories with a 14-day return policy. Distribution runs through Google Play, the Apple App Store (iPhone, iPad, Apple Watch), and the Garmin Connect IQ store, with enterprise and institutional customers reached via direct website sales. Notable relationships include a "Powered by SelfLoops" partnership with the Italian Cycling Federation, a native MINDBODY integration that syncs studio users and classes, and device-level integrations with Strava, Apple Health, HealthFit, Withings, RunGap, and Bryton.
SelfLoops firmographics
Firmographics- Name
- SelfLoops
- Legal name
- Selfloops Snc
- Website
- https://selfloops.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SelfLoops is an Italian fitness technology company offering performance analysis and real-time group heart rate tracking software for athletes, coaches, fitness clubs, schools, and cardiac rehab programs. It integrates ANT+ and Bluetooth devices and sells subscriptions, per-device licenses, and hardware.
- Ownership category
- akta.pro rank
SelfLoops industry classification
Industry- Product category
- Fitness Tracking Software
- NAICS
- Electromedical and Electrotherapeutic Apparatus Manufacturing (334510), All Other Personal Services (812990)
- SIC
- Electromedical & Electrotherapeutic Apparatus (3845), Services-Misc Health & Allied Services, Nec (8090)
- akta.pro primary industry
- Endurance & Running/Cycling Training (HSADAAAG)
- akta.pro secondary industries
- Small-Group Personal Training (Semi-Private) (HSADAAAN), Online/Remote Personal Training & Programming (HSADAAAM)
Keywords
Where SelfLoops is headquartered
LocationHeadquarters
- HQ city
- Fermo
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
SelfLoops business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- Subscription Services: SelfLoops generates recurring revenue through premium subscription services. Users can enroll in monthly subscription plans with automatic billing. The subscription provides access to advanced features and extended service periods.
- Physical Hardware Sales: SelfLoops sells physical products including heart rate monitors and accessories. The company ships goods from the EU with a 14-day return policy for unopened merchandise.
- Group Fitness Software Licenses: Group Fitness applications require a SelfLoops Group Fitness license. The software is priced per device with each additional device charged separately.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Premium subscription with monthly billing |
| Subscription | Monthly | Group Fitness Plus (iPad/Android) |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
SelfLoops product offering
Product offeringCore offering
SelfLoops is a fitness tracking and performance analysis platform that collects data from ANT+ and Bluetooth heart rate monitors, GPS sensors, and bike power meters to deliver performance analytics, training load scoring, and real-time group heart rate monitoring. The platform consists of the SELFLOOPS Spark mobile application for individual athletes and Group Fitness applications (Plus and Premium tiers) that simultaneously track heart rate for 40+ participants during cardio, rowing, and bike power sessions in fitness clubs, schools, and corporate wellness programs.
Product overview
SelfLoops is a fitness tracking and performance analysis platform consisting of a core Performance Analysis product combined with specialized Group Fitness and Group Rowing applications. The platform integrates with a wide range of devices (Garmin, Polar, Wahoo, Concept2, Apple Watch, MyZone) and fitness apps (Strava, Apple Health, MINDBODY) to collect comprehensive training data. The SELFLOOPS Spark mobile app serves as the primary individual tracking application, while Group Fitness (available in Plus and Premium tiers for tablets/TVs) enables real-time group heart rate monitoring for fitness clubs, schools, and corporate wellness programs. Additional solutions include Cardiac Rehab, Physical Education, Sports Performance Platform, and Streams for video streaming. The platform includes gamification through Cosmic Levels and supports heart rate variability tracking.
Differentiator
Problem solved
Functional benefit
Brands
- SELFLOOPS Spark: Mobile fitness tracking application for individual athletes
- SELFLOOPS Group Fitness
- SELFLOOPS Streams
Products and services
- SELFLOOPS Performance Analysis Advanced performance analysis platform for fitness activities, enabling athletes and coaches to track trainings and analyze progress over time using data from connected fitness devices.
- SELFLOOPS Group Fitness Real-time group heart rate tracking application for cardio workouts, bike power training, and rowing, with live display for fitness clubs and studios. Available in Plus (iPad/Android) and Premium (Android with multimedia video support) tiers, requires a SelfLoops Group Fitness license per device.
- SELFLOOPS Group Rowing Group heart rate tracking specifically designed for rowing workouts, supporting Concept2 rowers (PM4/PM5) and other ANT+ compatible rowing machines, including SkiErg and bikeErg devices.
- SELFLOOPS Spark Primary mobile fitness tracking application available for iPhone and Android, supporting Apple Watch and WearOS devices. Includes heart rate monitoring, activity tracking, and Group Fitness connectivity. Also available on the Garmin Connect IQ store.
- SELFLOOPS Streams Workout data and video streaming platform that enables coaches and fitness studios to reach remote clients through live streaming of workout sessions with real-time biometric data.
- SelfLoops Heart Rate Monitors and Accessories Physical hardware products including heart rate monitors and accessories that integrate with the SelfLoops platform. Goods are shipped from the EU with a 14-day return policy for unopened merchandise.
Quantifiable outcome
- Training Load captured in single TRIMP score
- +2 more outcomes
Companies that use SelfLoops
Customer profileNamed customers2 records
Segments7 records
Ideal customer profiles5 records
SelfLoops technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature8 records
SelfLoops partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- GarmincoreGarmin devices are integrated with the SelfLoops platform. Garmin watches can broadcast heart rate data over both Bluetooth and ANT+ to SelfLoops applications. A dedicated SelfLoops Spark app is available in the Garmin App Store for direct device integration.
- PolarcorePolar heart rate monitors, sport watches, and activity trackers with optical heart rate sensors are supported. Polar H10, Polar OH1, Polar Verity Sense and other Polar devices broadcast data via ANT+ and Bluetooth to SelfLoops applications.
- Wahoo FitnesscoreWahoo Fitness devices and bike power meters are integrated with the SelfLoops platform for cycling and fitness tracking.
- Apple HealthcoreSelfLoops integrates with Apple Health, allowing users to sync their fitness data with Apple's health ecosystem on iOS devices.
- Concept2coreConcept2 rowers with PM4 and PM5 performance monitors are supported. Also supports Concept2 SkiErg and bikeErg devices through ANT+ connectivity.
- MINDBODYcoreMINDBODY integration allows fitness studios to automatically sync users, user signups, and classes with SelfLoops, enabling seamless client management across platforms.
- Italian Cycling Federation (Federazione Ciclistica Italiana)coreThe Italian Cycling Federation is shown as a powered-by SelfLoops partner, indicating a marketing and promotional relationship for sports performance tracking in cycling.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
SelfLoops competitors and assessment
Company assessmentDirect peers
- MyZone: MyZone is the closest direct competitor: it sells heart-rate belts and a group display platform for fitness clubs. SelfLoops positions its Group Fitness tracking and MyZone integration against MyZone's own hardware-linked offering, with both competing for gym/studio installs and live HR display slots.
- Stages Indoor Cycling: Stages Indoor Cycling builds power meters and indoor cycling software that stream real-time data to class displays — the same use case SelfLoops' bike power integration (Wahoo) targets. Both compete to be the live-data platform inside cycling studios and group cardio rooms.
Broad incumbents
- Wahoo Fitness: Wahoo makes bike power meters, head units, and the Wahoo SYSTM indoor training app. SelfLoops integrates Wahoo devices but competes with Wahoo SYSTM as a connected indoor training platform serving cyclists and group classes.
- Polar: Polar produces heart rate monitors, sport watches, and the Polar Flow training analysis platform. SelfLoops integrates Polar sensors (H10, OH1, Verity Sense) but competes with Polar Flow on analytics, training load, and group coaching features.
- Garmin: Garmin ships wearables, ANT+/Bluetooth broadcasting, and the Garmin Connect ecosystem. SelfLoops both integrates Garmin devices (and distributes via Connect IQ) and competes with Garmin Connect on training load and group display features.
- Suunto: Suunto makes sports watches and the Suunto app ecosystem. Like Polar and Garmin, it is both a potential sensor partner for SelfLoops and a competing end-to-end analytics platform for endurance athletes.
- COROS: COROS produces GPS sports watches and an accompanying training analytics app. It competes with SelfLoops' Spark + Performance Analysis offering for the same endurance athlete persona.
Emerging players
- TrainingPeaks: TrainingPeaks is an endurance-focused performance analysis and coaching platform. It overlaps with SelfLoops' Performance Analysis product (TRIMP, HRV, training load) for athletes and coaches, though SelfLoops differentiates via real-time group display and hardware integrations.
- Strava: Strava is a large consumer activity-tracking social platform with premium analytics. SelfLoops integrates Strava for course/segment data but competes against Strava's subscription analytics as an alternative training-log destination for cyclists and runners.
- Kinomap: Kinomap is an indoor training platform with video and sensor integrations for indoor cycling, rowing, and running. It overlaps with SelfLoops Streams and Group Rowing products for studios that stream interactive content to cardio equipment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
SelfLoops social profiles
Digital presenceSelfLoops financial estimates
Financial estimateRevenue estimate
Valuation estimate
SelfLoops leadership team
Management profileNumber of profiles
Profiles2 records
SelfLoops funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SelfLoops 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 SelfLoops
What does SelfLoops do?
SelfLoops is a fitness tracking and performance analysis platform that collects data from ANT+ and Bluetooth heart rate monitors, GPS sensors, and bike power meters to deliver performance analytics, training load scoring, and real-time group heart rate monitoring. The platform consists of the SELFLOOPS Spark mobile application for individual athletes and Group Fitness applications (Plus and Premium tiers) that simultaneously track heart rate for 40+ participants during cardio, rowing, and bike power sessions in fitness clubs, schools, and corporate wellness programs.
Is SelfLoops a public or private company?
SelfLoops is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SelfLoops founded?
SelfLoops was founded in 2012. It employs 1 to 10 people.
Where is SelfLoops based?
SelfLoops is headquartered in Fermo, Italy, in the Europe region.
How does SelfLoops make money?
Three revenue lines are on record. Subscription Services are the primary driver. The others are physical Hardware Sales and group Fitness Software Licenses.
Who are SelfLoops's main competitors?
Direct peers on record are MyZone and Stages Indoor Cycling. Broad incumbents are Wahoo Fitness, Polar, Garmin, Suunto and COROS. Emerging players are TrainingPeaks, Strava and Kinomap.
Does SelfLoops have an API?
No public API is recorded for SelfLoops.
What industry is SelfLoops in?
SelfLoops's product category is Fitness Tracking Software. Its primary akta.pro industry code is HSADAAAG, Endurance & Running/Cycling Training, with a secondary code of HSADAAAN, Small-Group Personal Training (Semi-Private). Its NAICS code is 334510 and its SIC code is 3845.