Institute of Motion

What Institute of Motion does

Institute of Motion (IoM) is a privately held applied health and human performance company founded in 2002 and operated as Institute of Motion, LLC in California. The company sells tiered professional certification through the Applied Health & Human Performance Specialist (AHHPS) curriculum at three price points — Level 1 at $349 (launched 2020), Level 2 at $699 (2021), and Level 3 at $1,099 (2022) — alongside a subscription program-design tool called Program Builder at $35/month or $299/year. It also operates the Wellcology corporate wellness division (launched 2018) and sells the proprietary ViPR PRO loaded-movement training equipment, originally introduced in 2012. The underlying intellectual property is anchored in the company's "4Q Training Model" and associated curriculum frameworks.

The business model combines one-time course revenue, recurring subscription revenue from Program Builder, B2B corporate wellness contracts through Wellcology, and equipment sales through ViPR PRO distribution. The customer base is a long tail of individual fitness professionals buying certifications, supplemented by enterprise and brand relationships that include Nike, Equinox, Apple, Microsoft Health, and 24 Hour Fitness, as well as continuing-education accreditation partnerships with ACE, NASM, AFAA, NSCA, PTA Global, SKLZ, IDEA, Perform Better, and ECO Lifestyle Fitness.

IoM operates with 11-50 employees under founder and CEO Michol Dalcourt, supported by COO Jay Dalcourt and a faculty that includes named directors and PhD-level contributors. The company has operated continuously for over two decades without disclosed external funding, indicating a self-sustaining, founder-led business.

Name

Institute of Motion

Legal name

Institute of Motion, LLC

Website

https://instituteofmotion.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Institute of Motion is a private applied health and human performance company offering tiered fitness professional certification (AHHPS Levels 1-3), a subscription program-design tool, corporate wellness services, and proprietary loaded-movement training equipment to fitness professionals, corporate buyers, and athletes globally.

Ownership category

akta.pro rank

Product category

Fitness Professional Education and Certification

NAICS

Sports and Recreation Instruction (611620), Professional and Management Development Training (611430)

SIC

Services-Health Services (8000)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industries

General Personal Training (In-Person & Virtual) (HSADAAAA), Functional Fitness & Mobility Training (HSADAAAD), Wellness Program Design & Accountability Coaching (HSADAGAC), Health, Wellness & Lifestyle Noncredit Programs (EDAAAEAH)

Keywords

• Fitness professional certification
• Corporate wellness programs
• Movement health training
• Exercise programming software
• Human performance education

Headquarters

HQ city

Solana Beach

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. AHHPS Certification Courses: One-time fee for certification courses providing education credits and credentials. Level 1 at $349, Level 2 at $699, Level 3 at $1,099. Includes access to Program Builder for limited period.
2. Program Builder Subscription: Monthly subscription at $35/month or annual subscription at $299/year for access to program creation and delivery tool. Monthly subscriptions can be cancelled anytime; annual subscriptions have 30-day refund window.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Institute of Motion delivers evidence-based health and human performance certification programs (AHHPS Level 1, Level 2, and Level 3) that teach fitness professionals its proprietary 4Q Training Model, 4Q Metabolic Model, and 4Q Recovery Model methodologies. The company also sells Program Builder, a subscription-based exercise programming software for fitness professionals, and provides Wellcology, a corporate wellness program offered to organizations. All offerings center on the company's "Movement Health" approach that distinguishes health outcomes from generic fitness outcomes.

Product overview

Institute of Motion is an Applied Health and Human Performance company offering a portfolio of educational certification programs (AHHPS Levels 1, 2, and 3) alongside a software tool (Program Builder) and corporate wellness service (Wellcology). The AHHPS program is a tiered certification curriculum teaching the proprietary 4Q Training Model, 4Q Metabolic Model, and 4Q Recovery Model for programming health and human performance. The Program Builder is a subscription software tool for creating and delivering comprehensive programs to clients. Wellcology is a workplace wellness offering for organizational wellness ecosystem development.

Differentiator

Problem solved

Functional benefit

Products and services

• AHHPS Level 1 Certification

Named customers10 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and major.

• ViPR PROcoreOEM/ Whitelabel/ Licensing PartnerViPR PRO is a product invented by IoM CEO Michol Dalcourt. IoM has developed comprehensive ViPR PRO certification courses (Level 1, Level 2 Team Training Parts 1 & 2, and Fundamentals) that utilize this proprietary equipment for loaded movement training.
• PTA GlobalcoreStrategic or Co-development PartnerIoM CEO Michol Dalcourt is Co-Founder of PTA Global. IoM Director of Coaching Bobby Cappuccio is Co-Founder of PTA Global. Strategic alignment in professional development and education standards.
• ACE (American Council on Exercise)majorOthersACE approves AHHPS courses for continuing education credits (19 hours per course). Major credentialing partner for fitness professional certifications.
• NASM (National Academy of Sports Medicine)majorOthersNASM approves AHHPS courses for continuing education credits. Key credentialing partnership for fitness professional certifications.
• AFAA (Athletics and Fitness Association of America)majorOthersAFAA approves AHHPS courses for continuing education credits. Major fitness certification body partnership.
• NSCA (National Strength and Conditioning Association)majorOthersNSCA approves AHHPS courses for continuing education credits. Elite strength and conditioning professional association partnership.
• PTA GlobalmajorOthersPTA Global approves AHHPS courses for continuing education credits. Partner in fitness professional education standards.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Perform Better: Functional training equipment distributor and continuing-education seminar provider that is an IoM partner. Comparable as a hybrid equipment + fitness education business serving the same trainer and gym operator buyer.
• Precision Nutrition: Online nutrition and coaching certification company selling tiered, self-paced courses to fitness and health professionals. Comparable business model — premium certification, recurring revenue, content-led GTM to the same persona.
• Functional Range Conditioning (FRC): Specialized mobility and joint-health education provider selling premium courses and certifications to fitness professionals. Comparable as a methodology-led, content-and-certification business in the functional training niche IoM occupies.
• Girls Gone Strong: Online education platform offering certifications and continuing education for fitness professionals, particularly in women's coaching. Overlaps with IoM on tiered certifications, CE-credit positioning, and self-serve digital delivery.
• National Academy of Sports Medicine (NASM): One of the largest US personal trainer certification bodies and a continuing-education approver for IoM's AHHPS courses. Directly comparable as a fee-based, accredited fitness education provider targeting the same fitness professional buyer.
• PTA Global: Professional training and coaching education company co-founded by IoM's CEO and Director of Coaching. Closely comparable as a fee-based, methodology-driven fitness professional certification provider with overlapping curriculum and faculty.
• National Strength and Conditioning Association (NSCA): Elite strength and conditioning credentialing body that also approves IoM courses for CE credits. Comparable as a tiered, accredited certification and education provider serving trainers, coaches, and allied health professionals.
• American Council on Exercise (ACE): Major fitness certification organization and continuing-education approver for IoM's AHHPS courses. Competes head-to-head for the same fitness professional certification and continuing-education dollar.

Broad incumbents

• IDEA Fit: Long-standing fitness industry membership and education organization that is an IoM partner. Comparable as a broad fitness professional education and conference business, though it spans a wider portfolio than IoM's focused methodology stack.
• Wellable: Corporate wellness platform offering content, challenges, and analytics to employers — the same enterprise buyer IoM targets with Wellcology. Comparable as a workplace-wellness vendor, though Wellable offers a broader HR-tech stack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/institute-of-motion

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries2 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 Institute of Motion