Personal Body Plan
Personal Body Plan is a Dutch direct-to-consumer online fitness platform founded in 2012, offering personalized training, nutrition, and one-on-one coaching through a mobile app with subscription tiers ranging from €17.99 to €109.99 per month.
- Company typePrivate
- Founded2012
- HeadquartersAmsterdam, Netherlands
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Personal Body Plan does
Personal Body Plan, legally Changing Life B.V., is a Dutch direct-to-consumer online personal training platform founded in 2012 and headquartered in Amsterdam, Netherlands. The company delivers personalized fitness and nutrition programs through a mobile application available on iOS and Android, alongside a web platform, and has served 130,000+ customers since inception with a 4.7/5 rating across 4,900+ reviews. Its core product comprises structured training plans across multiple goals — Fat Reduction, Muscle Shaping, Fat Ripping, Muscle Gaining, Pregnancy, Mommy, Hyrox, Hybrid, and Running — supported by a content library of 600+ recipes and a database of 40,000 food products. The DIY tier is app-driven self-coaching, while PRO and VIP tiers add certified personal trainer support delivered digitally.
The business model operates on a subscription basis with three tiers — DIY (€17.99/month), PRO (~€40-60/month), and VIP (~€100-110/month) — available via monthly, semi-annual, and annual billing with a 14-day cancellation guarantee. Distribution is direct-to-consumer via the app stores, organic search, and the CL Studio physical location in Den Bosch. The Changing Life Academy functions as a proprietary coach certification program, creating an internal supply pipeline for the platform's coaching workforce. The company is bootstrapped and founder-owned with 101-250 employees and no disclosed external funding, having compounded organically for over a decade.
The company's technology stack centers on a mobile application, structured plan templates, and human-coach delivery rather than algorithmic personalization. Revenue mechanics are straightforward subscription recurring revenue with tiered ARPU, complemented by ancillary physical training at CL Studio and ecosystem revenue potential from the coach academy.
Personal Body Plan firmographics
Firmographics- Name
- Personal Body Plan
- Legal name
- Changing Life® B.V.
- Website
- https://personalbodyplan.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Personal Body Plan is a Dutch direct-to-consumer online fitness platform founded in 2012, offering personalized training, nutrition, and one-on-one coaching through a mobile app with subscription tiers ranging from €17.99 to €109.99 per month.
- Ownership category
- akta.pro rank
Personal Body Plan industry classification
Industry- Product category
- Online Fitness Coaching
- NAICS
- Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (713940)
- akta.pro primary industry
- Online/Remote Personal Training & Programming (HSADAAAM)
- akta.pro secondary industries
- Weight Loss Coaching (Non-Clinical) (HSADAFAB), Wellness Program Design & Accountability Coaching (HSADAGAC), Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG)
Keywords
Where Personal Body Plan is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Personal Body Plan business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- DIY Subscription: Self-service subscription without coaching. Includes app access, personalized training plan, nutrition plan, recipe library, and daily knowledge lessons. Monthly cancelable after initial contract term. Revenue is recurring subscription-based with tiered pricing by contract length.
- PRO Subscription: Subscription tier with 1 day/week online coaching. Includes weekly coach response (within 24 hours), welcome call, and full DIY features. Marketed as the most popular tier. Recurring monthly/semi-annual/annual billing.
- VIP Subscription: Top-tier subscription with daily online coaching (response within 24 hours), monthly 30-minute video calls, proactive coach outreach, and full PRO features. Recurring monthly/semi-annual/annual billing.
- Private Training (CL Studio): Add-on to membership for in-person training sessions in the CL Studio in Den Bosch. Available as 1-on-1, duo, or small group formats. Provides live feedback on technique and intensity to maximize progression.
- 12-Week Formula: A structured 12-week coaching program integrated into subscription plans, providing focused initial results within 12 weeks. Offered as part of 6-, 12-, or 18-month subscriptions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | DIY — Self-service without coaching |
| Subscription | Monthly | PRO — 1 coaching day per week, weekly response |
| Subscription | Monthly | VIP — Daily coaching, 24/7 response, monthly video calls |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels9 records
Personal Body Plan product offering
Product offeringCore offering
Personal Body Plan sells subscription-based customized online fitness coaching programs (DIY, PRO, and VIP tiers) delivered through the Changing Life mobile app, including a personal training schedule, exercise video demonstrations, and nutrition guidance supported by a human online coach. The company additionally offers in-person private training sessions at its CL Studio location in Den Bosch, Netherlands.
Product overview
Personal Body Plan is a single unified fitness and lifestyle coaching platform operated by Changing Life. The core product provides personalized plans based on four integrated pillars — Behavior, Nutrition, Training, and Recovery — delivered through the Changing Life mobile app. The platform offers a modular portfolio of specialized plan types (Fat Reduction, Muscle Shaping, Fat Ripping, Muscle Gaining, Pregnancy, Mommy, Hyrox, Hybrid, and Running plans) targeting specific fitness goals and demographics. Users access the platform through subscription tiers (DIY self-directed, PRO with weekly coaching, or VIP with daily coaching), with optional add-ons including 1-on-1 online coaching, private training at the CL Studio facility, and access to the Changing Life Academy for coach certification. The platform also offers a 12-week formula as a structured entry point to the longer-term coaching programs.
Differentiator
Problem solved
Functional benefit
Brands
- Changing Life App: The primary mobile application serving as an all-in-one tool for fitness tracking, nutrition monitoring, coaching, and personalized plans.
- CL Studio
- CL Academy
Products and services
- Personal Body Plan subscription program Tiered online fitness coaching subscription (DIY, PRO, and VIP tiers) built around a customized personal training schedule with video exercise demonstrations and a matching nutrition plan, delivered through the Changing Life mobile app and supported by a human online coach. Designed for individual consumers who want structured, accountable fitness and nutrition guidance from home.
- CL Studio private training One-to-one in-person personal training sessions delivered at the company's CL Studio location in Den Bosch, Netherlands, for individual consumers who prefer hands-on, face-to-face coaching instead of the app-based subscription program.
- Cooking & Nutrition guide Standalone Cooking & Nutrition guide publication sold to complement the Personal Body Plan subscription, providing cooking and nutrition content for individuals following the program.
- Changing Life mobile app Native iOS and Android mobile application through which Personal Body Plan subscribers access their customized training schedule, exercise video demonstrations, nutrition guidance, and online coach support. Currently averages a 4.7/5 rating across the App Store.
Quantifiable outcome
- 130,000+ people have achieved their fitness goals since 2012 with a result guarantee.
- +3 more outcomes
Companies that use Personal Body Plan
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles2 records
Personal Body Plan technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Personal Body Plan partnerships and signals
Strategic signalScale indicators5 records
Recent moves5 records
Expansion highlights5 records
Personal Body Plan competitors and assessment
Company assessmentDirect peers
- BetterMe: Global D2C fitness and nutrition coaching app with personalized plans, calorie tracking, and behavior change content. Closely comparable to PBP in product structure (app + personalized plan + coaching upsell) but operating globally and with venture funding.
- Noom: Subscription weight-loss coaching platform combining psychology-based behavior change with 1-on-1 coach support and nutrition logging. Direct overlap with PBP's Fat Reduction plans and behavior pillar.
- Future: US-based 1-on-1 personal training app pairing users with certified coaches for customized training programs delivered digitally. Comparable high-touch coaching tier (analogous to PBP PRO/VIP) and subscription pricing.
- Freeletics: AI-driven fitness coaching app offering personalized training and nutrition plans with a coach/community layer. Competes in the same online personalized coaching category as PBP, primarily across European markets.
Broad incumbents
- Weight Watchers (WW): Established weight-management subscription brand with coaching and digital tools. Broader incumbent with overlapping value proposition in weight loss but operating at significantly larger scale and across many geographies.
- MyFitnessPal: Large-scale nutrition tracking app with a food database comparable in size to PBP's 40,000-product tracker. Adjacent rather than direct — focuses on nutrition logging without PBP's coaching or training pillars.
Emerging players
- 8fit: European-founded fitness and nutrition app combining personalized workout plans with meal planning. Comparable in core product (training + nutrition integrated) though smaller scale and less coaching-heavy than PBP.
- Fittr: Online fitness coaching platform combining personalized training and nutrition with community and coach support. Comparable subscription structure and coaching model to PBP, though primarily India-focused.
Regional players
- Basic-Fit: Europe's largest low-cost fitness chain with strong Dutch presence. Competes for the same Dutch consumer fitness wallet as PBP but via physical gym membership rather than digital coaching.
Others
- Strava: Social fitness tracking platform widely used by PBP's target audience for running and hybrid training. Not a direct competitor but a complementary/competing ecosystem for consumer fitness engagement and data.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Personal Body Plan social profiles
Digital presencePersonal Body Plan financial estimates
Financial estimateRevenue estimate
Valuation estimate
Personal Body Plan leadership team
Management profileNumber of profiles
Profiles5 records
Personal Body Plan funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Personal Body Plan 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 Personal Body Plan
What does Personal Body Plan do?
Personal Body Plan sells subscription-based customized online fitness coaching programs (DIY, PRO, and VIP tiers) delivered through the Changing Life mobile app, including a personal training schedule, exercise video demonstrations, and nutrition guidance supported by a human online coach. The company additionally offers in-person private training sessions at its CL Studio location in Den Bosch, Netherlands.
Is Personal Body Plan a public or private company?
Personal Body Plan is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Personal Body Plan founded?
Personal Body Plan was founded in 2012. It employs 101 to 250 people.
Where is Personal Body Plan based?
Personal Body Plan is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Personal Body Plan make money?
Five revenue lines are on record. DIY Subscription is the primary driver. The others are PRO Subscription, VIP Subscription, private Training (CL Studio) and 12-Week Formula.
Who are Personal Body Plan's main competitors?
Direct peers on record are BetterMe, Noom, Future and Freeletics. Broad incumbents are Weight Watchers (WW) and MyFitnessPal. Emerging players are 8fit and Fittr. Basic-Fit is listed as a regional player. Strava is listed as an others.
Does Personal Body Plan have an API?
No public API is recorded for Personal Body Plan.
What industry is Personal Body Plan in?
Personal Body Plan's product category is Online Fitness Coaching. Its primary akta.pro industry code is HSADAAAM, Online/Remote Personal Training & Programming, with a secondary code of HSADAFAB, Weight Loss Coaching (Non-Clinical). Its NAICS code is 61162.