Movecoach

What Movecoach does

Movecoach, operated by Focus-N-Fly Inc., is a corporate wellness and personalized fitness coaching platform headquartered in Burlingame, California. The company delivers its service through two interconnected product surfaces: Movecoach, the enterprise-facing wellness program targeting HR and benefits teams at corporate employers, and Runcoach, the consumer-facing online training system for individual runners. The platform's core is a patented customization engine that generates programmatic, individualized training plans for each user, augmented by human 1:1 coaching from certified coaches. Technical architecture spans native iOS and Android mobile applications, a web platform, and bi-directional integrations with the dominant wearable ecosystem (Garmin Connect via OAuth 2.0, Apple Health Kit/Apple Watch, Fitbit, Strava, Runkeeper, Google Fit, and historically Jawbone). The Runcoach sub-brand doubles as the training methodology backbone that powers Movecoach's individual member experience.

Revenue is generated through two subscription-based streams: enterprise contracts sold to employers as a turn-key wellness benefit, and individual consumer "Premium" memberships that unlock 1:1 coach access and personalized dynamic training plans. A free/basic tier supports consumer-side product-led growth and top-of-funnel conversion. Distribution is hybrid: enterprise sales (anchored by a "Request a Demo" CTA and a Gympass channel partnership that places Movecoach inside corporate wellness marketplaces) runs alongside self-serve mobile app downloads on iOS and Android. The company claims global availability across mobile and web, with no geographic restrictions disclosed. Movecoach is privately held, founder-led by CEO Tom McGlynn, and appears to be bootstrapped with no disclosed venture capital, institutional investment, or M&A activity. Reported scale signals include 1,213,244 cumulative miles logged across the demo challenge platform and a 1,000,000-mile user engagement milestone.

Name

Movecoach

Legal name

Focus-N-Fly Inc.

Website

https://movecoach.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Movecoach (Focus-N-Fly Inc.) is a Burlingame-based corporate wellness platform that delivers patented, personalized fitness coaching to employees via mobile, web, and wearable integrations, serving both enterprise HR/benefits teams and individual runners through its Movecoach and Runcoach brands.

Ownership category

akta.pro rank

Product category

Corporate Wellness Platform

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Functional Fitness & Mobility Training (HSADAAAD)

akta.pro secondary industry

Lifestyle & Habit Change Coaching (HSADAGAB)

Keywords

• Corporate wellness platform
• Fitness coaching software
• Employee wellness programs
• Wearable fitness integration
• Personalized training plans

Headquarters

HQ city

Burlingame

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Corporate/Enterprise Subscriptions (B2B): Movecoach sells its program to employers as an employee wellness benefit. Corporate accounts receive turn-key challenges, reporting dashboards, and tools for benefits teams to deploy globally. Pricing is likely negotiated per organization based on headcount.
2. Individual Premium Membership: Individual consumers can subscribe to a Premium membership tier that includes 1:1 coaching from certified coaches. The subscription provides a dynamic, personalized training plan with dedicated coach support.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Movecoach is a corporate wellness platform that delivers personalized, programmatic fitness training plans to employees via mobile and web, supported by certified human coaches and integrated with leading wearable devices. Employers license the platform as a turn-key, measurable wellness benefit featuring challenges, leaderboards, and reporting dashboards, while individuals can also access the underlying Runcoach training system through a freemium mobile app with an optional 1:1 Premium coaching membership.

Product overview

Movecoach operates as a corporate wellness platform built on patented technology, designed to help employees become more physically active through personalized feedback, support, and rewards. The platform comprises two interconnected products: Movecoach (the corporate-facing wellness program with challenges, team competitions, and enterprise reporting) and Runcoach (the underlying online training system for individual runners). Runcoach powers Movecoach's training methodology, providing personalized coaching, structured workouts, and activity tracking across running, walking, cycling, swimming, and cross-training. Both products share the same mobile application (available on iOS and Android), web platform, and wearable device integrations, delivering a unified experience for corporate wellness programs and individual athletes.

Differentiator

Problem solved

Functional benefit

Brands

• Runcoach: The Runcoach brand appears on the demo platform and blog, representing the individual runner training program component of the Movecoach ecosystem.

Products and services

• Movecoach Enterprise Wellness Program

Quantifiable outcome

• 25% of participants achieve a new level of fitness
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core.

• GarmincoreTechnology or IntegrationDeep bi-directional integration with Garmin Connect: activity data (GPS, pace, heart rate, cadence, elevation) flows from Garmin devices into Movecoach, while structured training plans and workout targets are sent back from Movecoach to Garmin devices for wrist-based workout guidance. Uses OAuth 2.0 for secure authentication. Garmin Connect API data is restricted to internal use only and not shared with third parties.
• Apple Health Kit / Apple WatchcoreTechnology or IntegrationIntegration with Apple Health Kit and Apple Watch for seamless syncing of activity data, enabling Movecoach users to automatically log workouts tracked on Apple devices.
• FitbitcoreTechnology or IntegrationFitbit integration allows Movecoach users to sync their Fitbit activity data (steps, heart rate, sleep, workouts) for personalized training recommendations and progress tracking.
• StravacoreTechnology or IntegrationStrava integration enables Movecoach athletes to log workouts, view activity on Strava, give kudos to fellow athletes, and connect within the broader running community.
• Google FitcoreTechnology or IntegrationGoogle Fit integration enables automatic activity data sync from Android devices running Google Fit into the Movecoach platform.
• GympasscoreChannel Partner/ Reseller/ DistributorGympass is a corporate wellness marketplace that provides employees access to fitness platforms including Movecoach. Movecoach is listed as a 'proud partner' of Gympass, gaining visibility and distribution through Gympass's employer network.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Headspace Health: Headspace Health sells a B2B mental wellness benefit to employers via 'Headspace for Work' and increasingly bundles adjacent wellbeing products. Partial overlap as an employer-channel wellness vendor and a converging competitor for benefits-team wallet share.

Direct peers

• Limeade: Limeade is an employee wellbeing and engagement platform sold to enterprise HR teams, combining activity, mental health, and communication. Comparable buyer, deeper platform breadth, and the same corporate wellness procurement motion Movecoach targets.
• ADURO: ADURO is a corporate wellness engagement platform providing challenges, biometrics, and coaching to employers. Comparable B2B enterprise wellness buyer and overlapping challenge/activity methodology.
• Stridekick: Stridekick runs corporate fitness and step challenges for employers with device integration and team competitions. Highly comparable in core product mechanics, target buyer (HR/benefits), and B2B-only GTM.
• Wellable: Wellable is a corporate wellness platform that delivers activity challenges, wearable integrations, and benefits-team reporting to employers. Directly comparable B2B model, similar wearable ecosystem (Fitbit, Apple Health, Garmin), and overlapping focus on engaging employees through personalized fitness challenges.
• MoveSpring: MoveSpring is a corporate wellness activity-challenge platform with step and fitness competitions, leaderboards, and wearable device sync. Closest direct competitor to Movecoach's enterprise 'turn-key challenges' offering for HR and benefits teams.
• Runkeeper: Runkeeper is a consumer running app offering training plans, GPS tracking, and wearable sync. Comparable product on the B2C side of Movecoach (Runcoach) with overlapping end-user experience and freemium subscription model.
• TrainingPeaks: TrainingPeaks delivers structured, personalized endurance training plans and integrates with Garmin, Apple Watch, and other devices for runners and triathletes. Comparable at the Runcoach technology layer (personalized training plans, wearable workflows, certified coach ecosystem).

Broad incumbents

• Personify Health (formerly Virgin Pulse): Personify Health is the largest US corporate wellness incumbent offering activity programs, biometrics, mental health, and incentives via a single employer contract. Broad incumbent with overlapping activity-challenge functionality, but serving a much wider benefits scope than Movecoach's narrow fitness focus.

Others

• Wellhub (formerly Gympass): Wellhub (Gympass) is a corporate fitness benefits marketplace that distributes third-party wellness apps, including Movecoach, to employer workforces. Directly tied via the Gympass partnership and operates the channel through which Movecoach reaches many enterprise buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/movecoachsays
• YouTubeyoutube.com/@runcoachsays/videos
• Facebookfacebook.com/runcoachsays
• Instagraminstagram.com/runcoachsays

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Movecoach