HWPO
HWPO (Hard Work Pays Off) is a Vermont-based digital fitness training platform founded by 5x CrossFit Games Champion Mat Fraser, delivering structured, coach-led programming through a mobile app to 10,000+ individual athletes globally via subscription tiers and gym affiliate licensing.
- Company typePrivate
- Founded2021
- HeadquartersWilliston, United States
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What HWPO does
HWPO (Hard Work Pays Off) is a digital fitness training platform founded in 2021 by 5x CrossFit Games Champion Mat Fraser and operated through STB9142013 Holdings LLC, headquartered in Colchester, Vermont. The company delivers structured, coach-led training programs through a mobile application (rated 4.9/5 in the App Store) and website, targeting individual athletes ranging from beginners to elite competitors, with a stated base of 10,000+ members globally. The platform offers 12+ distinct programs including the CrossFit-based Flagship, HYROX race preparation, strength, Olympic lifting, bodybuilding, golf-specific fitness, running, and masters athletics, bundled primarily through an All Access membership at $49/month or $299.99/year, with individual programs ranging from $9.99 to $80/month and premium 1-to-1 coaching at $349/month.
The underlying technology is a mobile-first content delivery platform with structured daily workout calendars, coaching notes, movement video guidance, progress tracking, personal records logging, and leaderboards, supported by standard SaaS infrastructure including Stripe (payments), Klaviyo (email/SMS marketing), Intercom (support), Circle (community), and AWS/OVH (hosting). The company layers a B2B distribution channel through its HWPO Affiliate program, licensing programming to CrossFit affiliate gyms worldwide, and extends brand presence through the HWPO Ambassador Program, HWPO GIVE charity initiative (18+ nonprofit partners), and merchandise store. The business model is predominantly subscription-based DTC with tiered monthly and annual pricing, supplemented by affiliate/gym licensing, premium individual coaching, and branded merchandise, with no disclosed external funding and revenue figures not publicly available.
HWPO firmographics
Firmographics- Name
- HWPO
- Legal name
- STB9142013 Holdings LLC
- Website
- https://hwpotraining.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- HWPO (Hard Work Pays Off) is a Vermont-based digital fitness training platform founded by 5x CrossFit Games Champion Mat Fraser, delivering structured, coach-led programming through a mobile app to 10,000+ individual athletes globally via subscription tiers and gym affiliate licensing.
- Ownership category
- akta.pro rank
HWPO industry classification
Industry- Product category
- Online Fitness Coaching
- NAICS
- Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Functional Fitness / Cross-Training Groups (HSADABAH)
- akta.pro secondary industries
- HIIT & Circuit Bootcamps (HSADABAA), Strength & Conditioning Personal Training (HSADAAAB), Endurance & Running/Cycling Training (HSADAAAG), Weight Loss & Body Transformation Training (HSADAAAC)
Keywords
Where HWPO is headquartered
LocationHeadquarters
- HQ city
- Williston
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
HWPO business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription - All Access: All Access membership providing access to 12 coach-written programs for $49/month or $299.99/year. Primary recurring revenue stream with monthly and annual billing options.
- Individual Program Subscriptions: Single program subscriptions ranging from $9.99/month to $80/month depending on program type. Annual billing available at discounted rates. Includes programs like HWPO Pro ($80/month), HWPO Strong ($40/month), HWPO Daily ($20/month), and others.
- One-Time Program Purchases: Fixed-length programs available as one-time purchases, such as HWPO Hyrox Race Prep at $19.99 one-time. Couch to 5K offered free.
- 1-to-1 Coaching: Individualized coaching service at $349/month for athletes seeking personalized programming and coaching.
- Affiliate/Gym Programming: HWPO provides programming for CrossFit affiliates and gyms under the HWPO Affiliate program, supporting gym memberships with structured class-based training.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | All Access - 12 programs unlimited access |
| Subscription | Monthly | Individual 1-on-1 Coaching |
| Subscription | Monthly | HWPO Pro - Competitive Athletes |
| Subscription | Monthly | HWPO Strong - Strength Training |
| Subscription | Monthly | HWPO Flagship - CrossFit Training |
| Subscription | Monthly | HWPO Lift - Olympic Lifting |
| Subscription | Monthly | HWPO Bodybuilding - Physique Training |
| Subscription | Monthly | HWPO Masters - Masters Athletes |
| Subscription | Monthly | HWPO Golf - Golf-Specific Fitness |
| Subscription | Monthly | HWPO Sweat - Bootcamp Fitness |
| Subscription | Monthly | HWPO Daily - Short Metcons |
| Subscription | Monthly | HWPO Move - Beginner Programming |
| Subscription | Monthly | HWPO Run - Running Fitness |
| Subscription | Monthly | HWPO Hyrox Race Prep |
| One time/ perpetual license | Pay-as-you-go | HWPO Hyrox Race Prep - Fixed |
| Freemium | Pay-as-you-go | HWPO Couch to 5K |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
HWPO product offering
Product offeringCore offering
HWPO operates a mobile-first fitness training platform that delivers structured, coach-led training programs to individual athletes. The core offering is the "All Access" subscription membership, which provides unlimited access to 12+ distinct training programs (CrossFit, HYROX, strength, Olympic lifting, bodybuilding, running, golf, masters, beginner, and daily metcons), plus an HWPO Training App that delivers daily workouts, coaching notes, video guidance, progress tracking, and leaderboards. Additional offerings include 1-to-1 individual coaching, affiliate programming for gyms, and branded merchandise.
Product overview
HWPO (Hard Work Pays Off) is a fitness training platform built by 5x CrossFit Games Champion Mat Fraser, offering structured, coach-led training programs delivered through a mobile app and website. The core product is All Access, a subscription membership at $49/month providing unlimited access to 12 distinct training programs including: HYROX (fitness race preparation), Flagship (CrossFit training), Sweat (bootcamp fitness), Strong (strength training), Lift (Olympic weightlifting), Bodybuilding, Hyrox Race Prep (8-week race playbook), Daily (short metcon workouts), Move (beginner programming), Masters (masters athletes), Golf (golf-specific fitness), Run (endurance training), and Couch to 5K (free beginner running program). Premium tiers include Pro ($80/month) for competitive athletes and Individual ($349/month) for 1-to-1 coaching. The ecosystem extends to HWPO Affiliate (gym programming for CrossFit affiliates), HWPO GIVE (charitable giving initiative), an Ambassador Program, and an online merchandise store. The platform emphasizes consistency and structured programming over random workouts, with features including daily workout guidance, coaching notes, progress tracking, leaderboards, and personal records.
Differentiator
Problem solved
Functional benefit
Brands
- HWPO Flagship: CrossFit-based training program created by Mat Fraser
- HWPO HYROX
- HWPO Pro
- HWPO Strong
- HWPO Lift
- HWPO Sweat
- HWPO Bodybuilding
- HWPO Daily
- HWPO Move
- HWPO Masters
- HWPO Golf
- HWPO Run
- HWPO Individual
- HWPO GIVE
- HWPO Affiliate
Products and services
- HWPO All Access Premium subscription membership providing unlimited access to all 12 HWPO training programs. Allows members to switch between programs without losing momentum as goals and schedules evolve. Priced at $49/month or $299.99/year with 14-day free trial.
- HWPO Flagship The flagship CrossFit training program created by Mat Fraser, designed for athletes following a structured CrossFit methodology. Priced at $40/month or $384/year.
- HWPO HYROX Training program specifically designed for HYROX fitness competition preparation. Stops training on generic programs and trains specifically for HYROX events.
- HWPO Strong Targeted strength training program designed to help members hit new personal bests (PBs) through progressive overload and structured lifting. Priced at $40/month or $384/year.
- HWPO Lift Olympic weightlifting program focused on technique refinement for snatch and clean & jerk movements. Led by HWPO LIFT Head Coach Aimee Anaya Everett. Priced at $40/month or $384/year.
- HWPO Bodybuilding Body transformation program using structured training to change physique through progressive resistance training and structured programming. Priced at $40/month or $384/year.
- HWPO Hyrox Race Prep 8-week training playbook specifically designed for anyone racing HYROX. Provides structured preparation for the HYROX fitness race event. Available as monthly subscription ($40/month or $384/year) or one-time purchase ($19.99).
- HWPO Daily Daily metabolic conditioning (metcon) workouts designed for 10-30 minute sessions, providing quick yet effective training routines. Priced at $20/month or $192/year.
- HWPO Move Entry-level programming that anyone can follow, designed for beginners or those returning to fitness after a break. Priced at $9.99/month or $96/year.
- HWPO Masters Training program designed for masters athletes who want to continue performing at their best while adapting to age-related training considerations. Priced at $40/month.
- HWPO Golf Golf-specific fitness program focused on improving drive, rotation, and movement off the course. Led by HWPO GOLF Head Coach Scott Stallings, 3x PGA Tour winner. Priced at $40/month or $384/year.
- HWPO Run Endurance and running fitness program with targeted training to build cardiovascular capacity and running performance. Priced at $9.99/month or $96/year.
- HWPO Couch to 5K Beginner running program requiring no experience and no equipment. Eight-week progression to complete first 5K run. Free of charge.
- HWPO Pro Advanced programming for athletes who want to compete at a higher level. Open to everyone seeking competition-focused training and long-term performance development. Priced at $80/month or $768/year.
- HWPO Individual Coaching 1-to-1 personalized coaching service for athletes driven to dominate their sport. Limited availability with individual attention from HWPO coaches. Priced at $349/month.
- HWPO Affiliate Gym programming service providing tools, resources, and expertise for CrossFit affiliate owners to deliver high-quality group training. Includes affiliate map for finding participating gyms.
- HWPO Training App Mobile application providing structured daily workouts, coaching notes, movement guidance, progress tracking, leaderboards, and personal records. Available on iOS and Android with 4.9/5 star rating.
- HWPO Merch Official HWPO merchandise store offering branded apparel and accessories for the HWPO community.
Quantifiable outcome
- 4.9/5 star rating on the App Store
- +1 more outcomes
Companies that use HWPO
Customer profileSegments7 records
Ideal customer profiles2 records
HWPO technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature4 records
HWPO partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core, major, critical, standard and minor.
- HYROXcoreOfficial sponsor of HYROX 2025 global fitness competition. HWPO Training is listed alongside Puma, BYD, F45 Training, Amazfit, Centr, and other major brands as official HYROX sponsors. Partnership enhances athlete experience through product provisioning and event sponsorships, reflecting HWPO's rapid growth and global reach.
- TruemedmajorPartnership enables qualified customers to use HSA/FSA funds for HWPO subscriptions. Truemed provides health assessment qualification and Letter of Medical Necessity, allowing average 30% tax savings for eligible customers.
- StripecriticalPayment processor for all online transactions. HWPO uses Stripe to securely process payments. No credit card information is stored by HWPO; all payment processing handled by Stripe.
- Google AnalyticsstandardWeb analytics service used to track anonymous data about site and service usage. Google collects data via cookies on the HWPO site.
- KlaviyocriticalEmail and SMS marketing automation platform used for customer communication, promotional campaigns, and transactional messages.
- IntercomstandardLive chat and customer support platform used for real-time customer service and ad-hoc in-platform messaging.
- CirclemajorCommunity management platform enabling HWPO to build and manage online community for members. Provides forums and community features at hwpo-training.circle.so.
- OVHcriticalData hosting provider. All customer information is stored on OVH's secure servers.
- AWS (Amazon Web Services)standardCloud infrastructure used for automated email messaging services.
- Rogue FitnessmajorFeatured partner on HWPO website. Major fitness equipment brand offering discounts and exclusives to HWPO members. Part of HWPO's partner ecosystem providing equipment-related benefits.
- Concept2majorFeatured partner offering exclusive discounts to HWPO members. Concept2 is a leading manufacturer of rowing machines and ski ergs.
- GarminmajorFeatured partner providing fitness tracking and wearable technology integration. Offers HWPO members discounts on Garmin devices.
- YETIminorFeatured partner. Premium outdoor and lifestyle brand offering HWPO members exclusive discounts.
- Ice BarrelminorFeatured partner. Cold therapy and recovery equipment brand offering HWPO members exclusive discounts.
- Black Rifle Coffee CompanyminorFeatured partner. Veteran-owned coffee brand offering HWPO members exclusive discounts through partnership.
- HWPO GIVE Community PartnerscoreHWPO GIVE initiative supports various charities and nonprofits including: Stratton Community Foundation, Forging Youth Resilience (FYR), Dancer Love Foundation, Funky Town Fridge, The OUT Foundation, ABLE Games, One Summit, West Point Functional Fitness Team, ABC HOPES, Vermont Foodbank, Kids Play Free Foundation, Redemption Road Fitness Foundation, Keala Foundation, Clean Lakes Alliance, Big Fish Foundation, Kiss The Ground, and Alliance for Period Supplies. Donations typically $5,000 per initiative.
Scale indicators3 records
Recent moves6 records
Expansion highlights7 records
HWPO competitors and assessment
Company assessmentEmerging players
- WODwell: WODwell is a CrossFit-focused digital platform offering benchmark workout tracking and programmed training content. It overlaps with HWPO on the functional fitness athlete audience but is narrower in scope and lacks HWPO's elite-coach-led positioning.
- GOWOD: GOWOD is a mobility and readiness app widely used by CrossFit and functional fitness athletes to complement their training. It targets the same CrossFit-centric user base as HWPO but focuses on mobility rather than full programming, making it more of an adjacent tool than a direct competitor.
Direct peers
- Centr: Centr is a fitness app offering strength, HIIT, yoga, and performance programs and is a fellow HYROX 2025 sponsor alongside HWPO. Both brands compete for the same premium amateur athlete and HYROX-prep consumer with a multi-program subscription model.
- NCFIT Collective: NCFIT Collective is a CrossFit-style affiliate programming and competition-training brand that, like HWPO, supplies structured workouts to affiliates and individual athletes. Lead programmer Frankie Russo previously helped build NCFIT programs before joining HWPO, making it one of the most directly comparable platforms in the CrossFit digital programming space.
- Future: Future is a digital personal-training app that pairs users with a remote coach for personalized programming, very similar in concept and price point to HWPO's Individual 1-to-1 Coaching tier at $349/month. It serves as a benchmark for premium-tier digital coaching in the same consumer segment.
- TrainHeroic: TrainHeroic is a digital strength and conditioning programming platform that delivers structured daily workouts, coaching notes, and progress tracking to athletes and teams. Its feature set and target audience of serious functional fitness athletes closely mirror HWPO's programming-led, app-based model.
- Underdogs Athletics: Underdogs Athletics is a CrossFit programming and remote coaching brand founded by Justin Cotler, who now serves as HWPO's Director of Coaching. It represents a near-clone of HWPO's competition-prep programming model with elite CrossFit coaching credentials.
Broad incumbents
- Peloton: Peloton is a broad digital fitness platform offering cycling, strength, yoga, and running classes via app and hardware. It competes with HWPO for the same discretionary fitness subscription dollar, though without the CrossFit or HYROX specialization.
- Tonal: Tonal is a connected home strength-training platform combining hardware with AI-driven programming. It competes with HWPO for the at-home strength training subscription dollar but is differentiated by its hardware dependency and broader mainstream positioning.
- Apple Fitness+: Apple Fitness+ is a subscription workout service integrated with Apple Watch, offering a broad library across modalities. It is a larger, more general competitor that competes for the same consumer training-app wallet share as HWPO's All Access subscription.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
HWPO social profiles
Digital presenceHWPO financial estimates
Financial estimateRevenue estimate
Valuation estimate
HWPO leadership team
Management profileNumber of profiles
Profiles16 records
HWPO funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HWPO 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 HWPO
What does HWPO do?
HWPO operates a mobile-first fitness training platform that delivers structured, coach-led training programs to individual athletes. The core offering is the "All Access" subscription membership, which provides unlimited access to 12+ distinct training programs (CrossFit, HYROX, strength, Olympic lifting, bodybuilding, running, golf, masters, beginner, and daily metcons), plus an HWPO Training App that delivers daily workouts, coaching notes, video guidance, progress tracking, and leaderboards. Additional offerings include 1-to-1 individual coaching, affiliate programming for gyms, and branded merchandise.
Is HWPO a public or private company?
HWPO is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HWPO founded?
HWPO was founded in 2021. It employs 11 to 50 people.
Where is HWPO based?
HWPO is headquartered in Williston, United States, in the North America region.
How does HWPO make money?
Five revenue lines are on record. Subscription - All Access are the primary driver. The others are individual Program Subscriptions, one-Time Program Purchases, 1-to-1 Coaching and affiliate/Gym Programming.
Who are HWPO's main competitors?
Emerging players on record are WODwell and GOWOD. Direct peers are Centr, NCFIT Collective, Future, TrainHeroic and Underdogs Athletics. Broad incumbents are Peloton, Tonal and Apple Fitness+.
Does HWPO have an API?
No public API is recorded for HWPO.
What industry is HWPO in?
HWPO's product category is Online Fitness Coaching. Its primary akta.pro industry code is HSADABAH, Functional Fitness / Cross-Training Groups, with a secondary code of HSADABAA, HIIT & Circuit Bootcamps. Its NAICS code is 71394 and its SIC code is 7997.