GMB Fitness

What GMB Fitness does

GMB Fitness, founded in 2010 in Seattle as Gold Medal Bodies and rebranded in the mid-2010s, is a private, bootstrapped online movement education company that sells digital bodyweight training programs to individuals and certifies independent trainers worldwide. Its core curriculum consists of four flagship programs (Elements, Integral Strength, Mobility, and Sequences) supplemented by over a dozen targeted programs covering knee health, breathing, recovery, longevity, and ring strength, all delivered through a proprietary training platform called Praxis that the company launched in 2019. The company has served more than 125,000 clients across 100+ countries and operates a recurring revenue membership community called Alpha Posse for ongoing advanced training, plus a Trainer Apprenticeship certification program whose graduates pay $500 annually to remain in the active trainer network.

GMB monetizes through three streams: one-time program licenses priced between $95 and $195 with lifetime access and free updates, a recurring Trainer Apprenticeship membership at $500/year, and Alpha Posse monthly/annual subscriptions. Customer acquisition runs primarily through content marketing: a large SEO-optimized blog targeting high-intent queries like shoulder pain, knee health, and handstand training, a podcast distributed across major platforms, YouTube tutorials, and email capture through a free 15-Minute Mobility Boost resource. Customer testimonials and case studies (injury recovery from CrossFit, ACL reconstruction, MS) build social proof across both consumer and trainer segments. The company is led by three co-founders: CEO Andy Fossett (Taido educator, curriculum and operations), Managing Director Jarlo Ilano (Doctor of Physical Therapy, Orthopedic Clinical Specialist), and Head Coach Ryan Hurst (former competitive gymnast and martial artist), with Amber Mira managing operations.

Name

GMB Fitness

Legal name

GMB Fitness

Website

https://gmb.io

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

GMB Fitness is a private Seattle-based online movement education company that sells progressive bodyweight training programs (Elements, Integral Strength, Mobility, Sequences) via its proprietary Praxis platform to individuals in 100+ countries, while also certifying independent trainers through a paid Apprenticeship program.

Ownership category

akta.pro rank

Product category

Online fitness and movement education programs

NAICS

Sports and Recreation Instruction (611620), Educational Support Services (61171)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industry

Functional Fitness & Mobility Training (HSADAAAD)

Keywords

• Online bodyweight training
• Movement education programs
• Calisthenics strength training
• Mobility and flexibility training
• Physical autonomy coaching

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Online Training Programs: Core revenue from selling digital training programs (Elements, Integral Strength, Mobility, Sequences) delivered via the Praxis platform with tiered pricing. Programs are one-time purchases with lifetime access and free updates. Elements Basic at $95, Elements full at $150 (or 3 payments of $55), Elements & Mobility bundle at $195.
2. GMB Trainer Apprenticeship Certification: Revenue from certifying independent trainers through an intensive online program. After initial certification, trainers pay $500 annually to remain active members of the GMB Trainer network with access to continuing education, community, and referral resources.
3. Alpha Posse Membership: Monthly or annual membership community offering ongoing support, advanced training, and exclusive content for dedicated clients. Many clients who purchase individual programs eventually upgrade to Alpha Posse.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

GMB Fitness sells online bodyweight training programs that develop practical strength, mobility, and motor control through progressive, skill-based practice. Programs are delivered via the custom Praxis platform and built on the proprietary Praxis Method (AAA Framework with 5Ps session structure and built-in autoregulation). The core curriculum comprises four programs (Elements, Integral Strength, Mobility, Sequences) supplemented by focused programs (e.g., Knee, Recovery, Resilience) and supported by an Alpha Posse membership community and a Trainer Apprenticeship certification path.

Product overview

GMB Fitness is a movement education company offering online training programs built on a platform-plus-modules architecture. The core platform is Praxis, a custom training delivery system. The main curriculum consists of four interconnected programs: Elements (foundational movement), Integral Strength (calisthenics strength), Mobility (flexibility/range of motion), and Sequences (advanced flows). These are supplemented by over a dozen focused programs addressing specific goals (knee health, breathing, recovery, longevity, etc.). The company also offers an Alpha Posse membership for ongoing community support and a Trainer Apprenticeship for coach certification. Free content includes the 15-Minute Mobility Boost. Founded in 2010 as Gold Medal Bodies, the company has served over 125,000 clients across 100+ countries.

Differentiator

Problem solved

Functional benefit

Brands

• Praxis: Custom training platform for delivering GMB programs
• Alpha Posse
• Elements
• Integral Strength
• Mobility
• Sequences
• GMB Trainer Apprenticeship

Products and services

• Elements Flagship foundational program teaching locomotor movements and progressive skill practice for individuals; targets full-body strength, flexibility, and motor control with built-in autoregulation. Over 83,000 clients have completed the program.
• Integral Strength Calisthenics strength training program with a functional twist for individuals, introducing complexity to build stability and power in athletic movement patterns; uses timed sets instead of rep ranges for progressive training density.
• Mobility Low-intensity, full-body mobility program for individuals using PNF-based stretching protocols combined with locomotor movements to improve accessible range of motion in major joints.
• Sequences Intermediate-level movement program for individuals featuring over 100 exercises organized into 8 main building blocks, grouped into combos and flowing into longer routines; develops athleticism and agility through applied movement skill.
• Praxis Custom training platform that delivers all GMB programs; named after the concept of applied practice—turning knowledge into practical capability.
• Alpha Posse Membership community for dedicated GMB clients offering ongoing support, advanced training, coaching, and exclusive content via monthly or annual subscription.
• GMB Trainer Apprenticeship Online certification program training individuals to become certified GMB Trainers; includes study, practice, coaching skills, and business development with continuing education, community, and referral resources.
• All You Knee'd is Load (AYK) Supplemental program fixing knee pain with variable loading of the knee joint and exercises for hip and ankle mobility.
• Respiration Breathing awareness and control program for better performance and recovery.
• Recovery Low-intensity movement and stretching program to relieve muscle soreness and speed recovery.
• Static but Deadly Isometric and compression exercises for static strength and stability.
• Get Flex and Chill 12 follow-along stretch routines for specific activities and goals.
• Triple Shot Conditioning 3-in-1 cardio and conditioning program.
• Floor Loco Five fun and challenging flow routines to develop transitional control and agility.
• Muscle-Up Course Systematic program to build strength and technique for strict muscle-ups on gymnastic rings.
• Resilience Targeted joint strengthening exercises to resist injury in unpredictable situations.
• Literal Immortality Longevity-focused program specifically addressing factors that most strongly correlate with a long, active lifespan.
• Momentum Annual physical and mental reset program to lay the groundwork for a year of productive training.

Quantifiable outcome

• Over 125,000 clients across 100+ countries have used GMB programs
• +2 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators4 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• The Movement Athlete: Online bodyweight movement program with progressive skill-based training and similar target audience of adults seeking functional strength and mobility. Closest direct competitor in the digital movement education space.
• Kinstretch: Online and in-person mobility training system with instructor certification (FRCms) and educational content. Comparable to GMB's Mobility program and Trainer Apprenticeship in the mobility-instruction and certification space.
• Original Strength: Foundational movement and regression-based training system with certifications, online content, and a strong PT-influenced curriculum. Comparable to GMB in philosophy, content-led marketing, and instructor certification model.
• Foundation Training: Online movement education platform focused on pain resolution, posture, and integrated bodyweight training with instructor certification. Highly comparable to GMB in clinical-influenced, education-first positioning.
• Animal Flow: Ground-based bodyweight movement system with official instructor certification and online education. Comparable to GMB in its movement-based methodology, instructor certification model, and emphasis on mobility and motor control.
• Calisthenics Movement: Subscription-based online calisthenics training platform offering bodyweight programs for progressive strength and skill development. Overlaps with GMB on bodyweight training, skill progression, and home-based delivery model.
• Hybrid Performance Method: Calisthenics-based online training programs and YouTube-driven content business with progressive bodyweight methodology. Comparable to GMB on bodyweight training, progressive skill-building, and content-led acquisition.

Emerging players

• Ido Portal Movement: Movement culture brand offering workshops, online courses, and a methodology centered on movement skill development. Comparable to GMB's higher-skill positioning (handstands, locomotion, flows) though with less productized curriculum.
• Frustrated Climber (Tom Merrick): Online mobility and movement flexibility programs for general adults, with YouTube-driven content marketing. Comparable to GMB's Mobility program and online education model, though narrower in scope.

Broad incumbents

• Onnit Academy: Established broad-spectrum fitness and wellness brand offering bodyweight, strength, and mobility content with supplements and equipment. Comparable as a wider-portfolio competitor in the same online fitness media and training space GMB occupies.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/GoldMedalBodiesVids
• Xx.com/gmbfit
• Facebookfacebook.com/GMBfitness
• LinkedInlinkedin.com/company/gold-medal-bodies

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 GMB Fitness