Formyfit

What Formyfit does

Formyfit is a Belgian health-and-fitness technology company founded in 2015 by Laurent Baijot (former MSD pharmaceutical executive and elite athlete) and headquartered in Namur/Tournai, Belgium. The company operates a dual-market model: a B2C mobile app (available on iOS and Android, with 125,000+ downloads) that provides runners with VMA-based personalized training plans, audio-guided sessions, and progress tracking; and a B2B corporate wellness solution (ForMyFit Entreprise) targeting HR directors and company leadership through on-site diagnostic workshops, AI-powered fitness assessments, and longitudinal HR dashboards linking wellness metrics to QVCT and ESG objectives.

The core technology stack combines a 6-minute VMA (Maximum Aerobic Speed) test with computer-vision-based fitness diagnostics (the Moov assessment, evaluating five pillars: Strength, Balance, Flexibility, Coordination, Endurance) to produce a proprietary Fitness Score (1-100) adjusted for age and gender. This score feeds an automatic recommendation engine that generates and adapts individualized training plans. Data is hosted on Microsoft Azure in the EU under full GDPR compliance. The 2024 launch of Moov Insights as a wholly-owned subsidiary formalized the AI/computer vision capability stack, with the 2026 Vital Campus project (a European CrossRoads grant-winning partnership with 8GameLearn) extending the technology into gamified health education for schools and enterprises. A third revenue line is the Run Academy franchise — in-person running group coaching across 5 Belgian locations (Anhée, Celles, Flobecq, Namur, Rochefort) — which integrates with the app and is partially reimbursable through health insurance mutuals.

Formyfit monetizes through three recurring subscription streams: B2C individual subscriptions at €9.99-€11.99/month or €99.99-€119.99/year (with a freemium recording tier); B2B enterprise contracts ranging €3,000-€30,000+ annually based on employee headcount (average ~€7,317 for a 300-employee program, including bundled service days); and Run Academy membership fees ranging €40-€175 depending on program length and location. The company has 15+ enterprise customers including Arcelor, Airbus, CESI, CHWapi, UMons, and CHR Mouscron, and reports 1M+ kilometers of cumulative user activity. The team comprises 1-10 employees including a CTO (PhD from UMons), a Chief Medical Officer (former Columbia/Erasmus researcher), and an orthopedic surgeon validating the Moov test methodology. The company operates privately with no disclosed external funding rounds.

Name

Formyfit

Legal name

Formyfit

Website

https://formyfit.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Formyfit is a Belgian health-and-fitness technology company offering a B2C running app and a B2B corporate wellness platform powered by AI-driven VMA testing and computer vision diagnostics, with 125,000+ app downloads and 15+ enterprise customers.

Ownership category

akta.pro rank

Product category

Corporate Wellness Software

NAICS

Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151), Computer Training (611420)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industries

Small-Group Personal Training (Semi-Private) (HSADAAAN), General Personal Training (In-Person & Virtual) (HSADAAAA), Healthcare & Wellness Personalization (HDAAAGAI)

Keywords

• Corporate wellness software
• Fitness assessment platform
• Running training app
• Computer vision fitness
• VMA testing solution

Headquarters

HQ city

Tournai

HQ country

Belgium

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. B2B Corporate Wellness Subscriptions: Annual per-employee licenses for corporate wellness programs. Volume-based pricing with tiered discounts. Includes initial diagnostic workshop, deployment, training, and HR dashboard. Service days bundled (18 days first year, 9 subsequent years for 300-employee plan).
2. B2C App Subscriptions: Monthly or annual individual subscriptions (9.99-11.99 EUR/month or 99.99-119.99 EUR/year). Free tier for basic session recording; premium tier adds personalized coaching, VMA tests, and advanced tracking.
3. Run Academy Franchise Fees: Annual or quarterly membership fees for group running programs led by certified coaches. Includes Formyfit app access, training methodology, and group management tools. Partial reimbursement available through health mutuals.
4. Health Mutual Reimbursements: Run Academy participants can obtain mutual insurance attestations for partial reimbursement of membership fees, creating indirect revenue through health insurance partnerships.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Formyfit sells an AI-powered fitness assessment and personalized training platform delivered as a B2C mobile app (Formyfit/ForMyFit) and a B2B corporate wellness solution (ForMyFit Entreprise). Its core is the Moov Insights AI and computer-vision engine, which performs VMA (Maximum Aerobic Speed) tests and on-site 5-pillar fitness assessments to generate individualized running and wellness programs, supplemented by voice coaching, an anonymous HR dashboard, and a Run Academy franchise network for in-person group sessions.

Product overview

Formyfit operates as a dual-market wellness technology company offering a B2C mobile fitness app (Formyfit/ForMyFit) and a B2B corporate wellness solution (ForMyFit Entreprise), both powered by the Moov Insights AI platform. The core offering combines AI-powered physical fitness diagnostics (computer vision-based Moov assessments and VMA testing) with personalized training plans, voice coaching, and HR analytics. A third pillar is the Run Academy in-person running groups at 5 Belgian locations that integrate with the app. The 2024-launched Vital Campus extends the portfolio into gamified health education for schools and enterprises.

Differentiator

Problem solved

Functional benefit

Brands

• Moov Insights: AI-powered health diagnostics division combining computer vision and motion capture technology for physical fitness assessment in workplace and individual wellness programs.
• Vital Campus

Products and services

• Formyfit App (ForMyFit) B2C mobile app (iOS and Android) for individual consumers providing personalized running and training plans based on VMA testing, voice coaching, free session recording for walking/running/cycling, and a paid premium tier with advanced personalized coaching and progress tracking.
• ForMyFit Entreprise (Corporate Wellness Solution) B2B workplace wellness platform combining on-site scientific diagnostics (VMA and Moov AI assessments), personalized employee training plans, an anonymous HR dashboard, and on-site coaching workshops to reduce sedentary behavior, lower absenteeism, and improve employee productivity.
• Moov Assessment Standalone AI- and computer-vision-powered physical fitness diagnostic that measures 5 pillars (Strength, Balance, Flexibility, Coordination, Endurance) via on-site image analysis and VMA testing, validated by university research and medical experts.
• Run Academy (In-Person Group Programs) Franchise-based in-person running group programs at 5 Belgian locations, led by certified coaches, combining weekly group sessions with the Formyfit app for supplemental individual training; partial reimbursement available through health mutuals via ASBL For My Fit Club.
• Vital Campus Health education initiative using gamification and physical challenges to address sedentary behavior, musculoskeletal issues, burnout, and physical condition in schools and enterprises, built jointly with 8GameLearn, Moov Insights, Utile Games and EdTech Station.

Quantifiable outcome

• 6-10% productivity increase measured after solution implementation
• +6 more outcomes

Named customers6 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

AI capability6 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• 8GameLearncoreStrategic or Co-development PartnerCo-creator of Vital Campus project - a private campus combining gamification and physical health for schools and enterprises. 8GameLearn contributes learning-through-play expertise to make health prevention more accessible, engaging, and motivating.
• Moov InsightscoreStrategic or Co-development PartnerMoov Insights (subsidiary created in 2024) integrates AI and computer vision for enhanced fitness diagnostics. Core technology partner for the Vital Campus project, providing exercise science and health data analytics.
• Utile GamesminorStrategic or Co-development PartnerEuropean CrossRoads project partner contributing to Vital Campus initiative for gamified health prevention in schools and enterprises.
• EdTech StationminorStrategic or Co-development PartnerEuropean CrossRoads project partner in Vital Campus initiative, focusing on educational technology integration for health awareness programs.
• ASBL For My Fit ClubminorChannel Partner/ Reseller/ DistributorNon-profit association (ASBL) handling Run Academy registrations and issuing mutual insurance attestations for partial member fee reimbursements. Facilitates health insurance partnerships for participants.

Scale indicators9 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Strava: Dominant running/cycling activity tracking app with social and subscription features. Competes for the same B2C runner wallet and increasingly offers corporate challenges; far larger user base but no clinical diagnostics.
• Wellhub (formerly Gympass): Global corporate wellness platform offering employers multi-fitness subscriptions and wellbeing programs. Competes with Formyfit in the B2B HR/wellness budget, but at much larger scale and broader (non-clinical) scope.
• Limeade: Enterprise employee well-being and engagement platform serving HR leaders with surveys, programs and analytics. Overlaps Formyfit's HR dashboard / corporate wellness positioning but lacks running-specific clinical assessments.
• Virgin Pulse / Personify Health: Large incumbent corporate wellbeing platform with HR dashboards, activity tracking, and engagement programs. Targets the same HR director buyer with an established footprint, but without Formyfit's clinical VMA diagnostics.
• Nike Run Club: Free, brand-backed running coach app with guided runs, training plans and community. Competes head-to-head in B2C runner acquisition at zero price point, putting pressure on Formyfit's freemium funnel.
• Adidas Running (Runtastic): Global running tracking and coaching app from a major sportswear brand. Directly comparable B2C offering (training plans, audio coaching) with significantly larger marketing budget and distribution.

Direct peers

• Wellable: Corporate wellness platform providing activity challenges, fitness app integrations and HR analytics. Closely comparable GTM (B2B HR-focused) and feature set (participation tracking, dashboarding) to Formyfit's enterprise product.
• RunMotion Coach: French-language AI running coach app offering personalized training plans based on VMA/fitness level. Closest direct competitor in the European B2C personalized running space, targeting the same 5K-to-marathon use cases as Formyfit.

Regional players

• Humanoox: European corporate wellness platform combining physical activity, nutrition and emotional wellbeing with HR reporting. Highly comparable GTM (B2B HR directors) and analytics layer, though Iberian-focused rather than Benelux.

Emerging players

• Freeletics: AI-driven personal training app with bodyweight coaching and personalized programs. Overlaps with Formyfit's B2C personalization approach, though focused on strength/HIIT rather than running-specific VMA testing.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/formyfitapp
• Facebookfacebook.com/Formyfit
• LinkedInlinkedin.com/company/formyfit

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 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 Formyfit