FitForever

What FitForever does

FitForever is a digital fitness platform operated by Back Story, LLC, headquartered in Snowmass Village, Colorado. Founded by Dr. Jeremy James DC CSCS in 2020 as the newest program under the ProjectForever brand umbrella, the company delivers personalized, video-based at-home workout programs designed by doctors and biomechanics experts. The platform targets adults aged 30 and older seeking safe, clinically-informed exercise to address pain, mobility loss, and age-related physical decline, with primary customer segments being active adults and individuals with chronic pain or injuries. The product surface includes FitForever (general fitness), BackForever (back-pain-specific, launched 2019), and GolfForever (golf-specific, launched 2019), each offering hundreds of video workouts across strength, mobility, balance, flexibility, and cardio categories. The core technology is a proprietary self-assessment that generates daily-updated personalized routines tailored to user goals, fitness level, equipment availability, and pre-existing injuries, paired with a FIT Score tracking metric intended to monitor balanced workout adherence.

The platform is accessible via web (app.fitforever.com), iOS and Android mobile apps, and smart TV streaming through Roku, Amazon Fire, Apple TV, and Google Chromecast. FitForever operates a direct-to-consumer, product-led growth go-to-market with a free 30-day trial converting to monthly or annual subscription billing, supplemented by proprietary hardware sales (Ultimate Resistance Tubing 3-Pack) through shop.fitforever.com. Marketing is content-led, combining a blog on fitness topics, active social channels (Facebook, Instagram, YouTube), weekly expert email newsletters, and earned media coverage in outlets including KTLA, WFLA, Men's Journal, and Yahoo Life. The company is privately held, founder-controlled, and shows no evidence of external institutional funding; revenue, subscriber counts, and headcount growth metrics are not disclosed in available materials.

Name

FitForever

Legal name

Back Story, LLC

Website

https://fitforever.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

FitForever is a digital fitness platform offering personalized, video-based at-home workout programs designed by doctors and biomechanics experts for adults 30+ seeking pain relief, mobility improvement, and safe strength training from home.

Ownership category

akta.pro rank

Product category

Consumer Digital Fitness

NAICS

Fitness and Recreational Sports Centers (71394), Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134)

SIC

Services-Prepackaged Software (7372), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industries

Functional Fitness & Mobility Training (HSADAAAD), Strength & Conditioning Personal Training (HSADAAAB)

Keywords

• Personalized fitness programs
• Digital fitness platform
• Video workout streaming
• At-home exercise subscription
• Biomechanics fitness training

Headquarters

HQ city

Snowmass Village

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Supply Chain, Operations

Revenue model

1. Subscription Revenue: Monthly and annual subscription fees for access to the FitForever digital fitness platform, including personalized workout programs, video library, and expert content. Subscriptions auto-renew unless cancelled 30 days prior to renewal.
2. Equipment Sales: Sale of proprietary exercise equipment including the Ultimate Resistance Tubing 3-Pack, generating additional revenue from existing member base.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

FitForever delivers a subscription-based digital fitness platform that provides personalized, video-based at-home workout programs designed by doctors and biomechanics experts. Programs are customized through a proprietary self-assessment that adapts daily routines based on individual goals, fitness level, equipment availability, and pre-existing injuries. The offering spans hundreds of workouts covering mobility, strength, balance, flexibility, cardio, and sport-specific training, accessible across web, mobile, and smart TV platforms, with optional proprietary resistance tubing equipment sold separately.

Product overview

FITFOREVER is a digital fitness platform offering personalized, video-based at-home workout programs designed by doctors and biomechanics experts. The core FITFOREVER platform provides customized routines for strength, mobility, balance, flexibility, and cardiovascular fitness. The product portfolio includes three related programs: FITFOREVER (general fitness for adults 30+), BACKFOREVER (back pain-specific program), and GOLFFOREVER (golf-specific fitness). Users access the platform via web, iOS/Android mobile apps, and smart TV streaming (Roku, Amazon Fire, Apple TV, Chromecast). The program incorporates equipment such as resistance tubing and features workout categories including CardioFIT, dynamic strength, fundamentals, and stretching routines.

Differentiator

Problem solved

Functional benefit

Brands

• BACKFOREVER: Online program designed to help with back issues and pain management
• GOLFFOREVER
• PROJECTFOREVER

Products and services

• FitForever Digital Fitness Platform Subscription-based digital fitness platform offering personalized, video-based at-home workout programs designed by doctors and biomechanics experts. Includes a proprietary self-assessment, daily-updating customized routines, a proprietary FIT Score tracking metric, and hundreds of workouts covering mobility, strength, balance, flexibility, and cardio. Accessible via web, iOS/Android apps, and smart TV streaming.
• BackForever Back Pain Program Specialized online program under the ProjectForever umbrella focused on back pain relief and prevention, providing customized video-based exercise programs to address back and spine issues. Co-created with Dr. Jeremy James and supported by orthopaedic expertise from Dr. Todd Albert.
• GolfForever Golf Fitness Program Golf-specific fitness program co-created with 12-time PGA Tour winner Justin Leonard, offering a customized video library to help golfers build strength, mobility, and flexibility while preventing golf-related injury.
• FitForever Ultimate Resistance Tubing 3-Pack Proprietary covered resistance tubing system with handles sold as a 3-pack with light, medium, and heavy resistance levels. Features nylon sleeve protection and molded plastic handles designed for constant resistance over full range of motion, enabling safe at-home workouts.

Quantifiable outcome

• Reduces normal American aging by 70% when followed consistently
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Justin LeonardcoreStrategic or Co-development Partner · 1 January 201912-time PGA Tour winner and co-creator of GolfForever program. Leonard partnered with Dr. Jeremy James to bring golf-specific exercise programs to golfers of all levels. He contributes golf expertise, course management content, and serves as a key brand ambassador. His involvement lends credibility to the golf-specific offerings.
• Todd Albert MDcoreStrategic or Co-development PartnerChief Surgeon Emeritus of Hospital for Special Surgery in New York City (ranked #1 by US News and World Report). Co-developer and contributor to FitForever, bringing orthopedic and surgical expertise to program development.
• Chris CrowleycoreStrategic or Co-development PartnerCo-author of the New York Times bestselling Younger Next Year book series (referred to as the 'baby boomers' bible' for health and longevity). Anti-aging expert who promotes the FitForever program and has contributed content on exercise and longevity.
• Cathryn Jakobson RaminminorStrategic or Co-development PartnerInvestigative journalist and author of 'Crooked: Outwitting the Back Pain Industry and Getting on the Road to Recovery.' Serves in an advisory capacity to the FitForever team, contributing evidence-based rehabilitation expertise.
• ProjectForevercoreOthersParent company overseeing FitForever, BackForever, and GolfForever programs. Website indicates FitForever is 'the newest program by ProjectForever.'

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Regional players

• StretchLab: StretchLab is a franchise network of assisted-stretching and mobility studios — addressing similar pain-prevention, mobility, and flexibility outcomes as FitForever but delivered in-person at retail locations rather than via digital subscription.

Direct peers

• Future: Future pairs users with a remote personal trainer who builds personalized workout plans delivered through an app — closely aligned with FitForever's expert-designed personalized programming and premium subscription positioning.
• Apple Fitness+: Apple Fitness+ is a subscription fitness service offering on-demand video workouts across multiple disciplines with strong personalization — a direct competitor to FitForever's subscription streaming model, though without FitForever's clinical/biomechanics positioning.
• Daily Burn: Daily Burn offers a subscription streaming fitness library with personalized workout recommendations across strength, cardio, yoga, and mobility — closely matching FitForever's adaptive, video-based subscription model.
• Glo: Glo is a subscription-based video fitness and wellness platform emphasizing mobility, yoga, Pilates, and strength — a similar DTC digital fitness subscription targeting adults seeking guided at-home programming.
• Peloton: Peloton operates a subscription-based digital fitness platform with live and on-demand video workouts across strength, yoga, cardio, and mobility — directly overlapping FitForever's personalized video-fitness model and target use case (home workouts on phone/TV/tablet).
• Aaptiv: Aaptiv provides subscription-based audio and video guided workouts with adaptive programming based on goals and equipment — a direct peer in personalized at-home fitness subscriptions with similar price-point and target demographics.

Broad incumbents

• Tonal: Tonal is a connected strength-training home fitness system with adaptive, AI-driven workouts and a subscription component — overlapping FitForever's strength/mobility programming but anchored in proprietary hardware rather than pure software.
• iFit: iFit (formerly iFit Coach) delivers subscription streaming workouts across cardio and strength with personalized training plans — a larger incumbent with similar streaming-fitness-plus-coaching positioning to FitForever.
• Nike Training Club: Nike Training Club offers a free/premium video workout library with personalized recommendations across strength, mobility, and conditioning — a broadly overlapping digital fitness platform backed by a major athletic brand.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCvyyMbWMLi50buTD47KQxYg
• Facebookfacebook.com/fitforeverprog
• Instagraminstagram.com/fitforeverprogram
• LinkedInlinkedin.com/company/fitforever-at-home-fitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds1 record

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 FitForever