HWPO

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.

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

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

• Fitness training programs
• CrossFit coaching
• Online workout app
• Structured training plans
• Athlete performance coaching

Headquarters

HQ city

Williston

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, Infrastructure, Operations

Revenue model

1. 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.
2. 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.
3. 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.
4. 1-to-1 Coaching: Individualized coaching service at $349/month for athletes seeking personalized programming and coaching.
5. 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

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core 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

Segments7 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

16 partnerships are on record, tiered core, major, critical, standard and minor.

• HYROXcoreStrategic or Co-development Partner · 1 January 2025Official 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.
• TruemedmajorGTM or Marketing PartnerPartnership 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.
• StripecriticalTechnology or IntegrationPayment 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 AnalyticsstandardTechnology or IntegrationWeb analytics service used to track anonymous data about site and service usage. Google collects data via cookies on the HWPO site.
• KlaviyocriticalTechnology or IntegrationEmail and SMS marketing automation platform used for customer communication, promotional campaigns, and transactional messages.
• IntercomstandardTechnology or IntegrationLive chat and customer support platform used for real-time customer service and ad-hoc in-platform messaging.
• CirclemajorTechnology or IntegrationCommunity management platform enabling HWPO to build and manage online community for members. Provides forums and community features at hwpo-training.circle.so.
• OVHcriticalTechnology or IntegrationData hosting provider. All customer information is stored on OVH's secure servers.
• AWS (Amazon Web Services)standardTechnology or IntegrationCloud infrastructure used for automated email messaging services.
• Rogue FitnessmajorGTM or Marketing PartnerFeatured 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.
• Concept2majorGTM or Marketing PartnerFeatured partner offering exclusive discounts to HWPO members. Concept2 is a leading manufacturer of rowing machines and ski ergs.
• GarminmajorGTM or Marketing PartnerFeatured partner providing fitness tracking and wearable technology integration. Offers HWPO members discounts on Garmin devices.
• YETIminorGTM or Marketing PartnerFeatured partner. Premium outdoor and lifestyle brand offering HWPO members exclusive discounts.
• Ice BarrelminorGTM or Marketing PartnerFeatured partner. Cold therapy and recovery equipment brand offering HWPO members exclusive discounts.
• Black Rifle Coffee CompanyminorGTM or Marketing PartnerFeatured partner. Veteran-owned coffee brand offering HWPO members exclusive discounts through partnership.
• HWPO GIVE Community PartnerscoreOthersHWPO 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

Emerging 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

• YouTubeyoutube.com/channel/UCMxa-jlTjiVZfkQoZIa-RWg
• Facebookfacebook.com/HWPOTraining
• LinkedInlinkedin.com/company/hwpo-training
• Instagraminstagram.com/hwpotraining

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 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 HWPO