Coached

Personalized Fitness Coachingcoached.fitness

Coached is a Singapore-based mobile platform that combines automatically generated training plans with real human coach support for endurance athletes in triathlon, running, and HYROX, sold to individuals via a recurring subscription with a 14-day free trial.

Company typePrivate
Founded2014
HeadquartersSingapore, Singapore
Headcount1–10
GTM typeB2C
OfferingServices

What Coached does

Coached (legal entity Coached Pte. Ltd.) is a Singapore-registered, privately held company founded in 2014 that operates a mobile-first personalized coaching platform for endurance athletes. The core product is a consumer subscription service delivered through iOS and Android apps and the coached.fitness web platform, where athletes answer onboarding questions and receive an automatically generated training plan that is reviewed and adjusted by a human coaching team. Plans cover triathlon (swim, bike, run), running (5K to marathon), and HYROX, with sessions structured by time rather than distance to accommodate busy professionals and parents, and a 20-minute kickoff call plus ongoing messaging support provided by coaches.

Underlying the service is a hybrid coaching model that combines app-driven plan structure with human coach oversight; the app produces progressive training plans based on athlete history, schedule, and goals, while coaches handle context, judgment, and plan adjustments that software cannot replicate. Payment processing is handled through Stripe, and the company is PDPA-compliant under Singapore law. Additional revenue-adjacent offerings include The Lab (physiological fitness testing), training calculators, and a Shopify-based storefront for merchandise.

The go-to-market motion is self-serve product-led growth: customers sign up directly with a credit card and a 14-day free trial that converts into monthly or annual recurring billing. Distribution is global via app stores and the web, with disclosed customer activity in the UK, Singapore, and Mexico. Marketing relies on a content engine (blog, calculators, Strava community, Instagram) targeting endurance athletes who are frustrated by conflicting online advice, plateauing progress, or unsustainable training loads. No enterprise customers, funding rounds, headcount, or revenue figures are disclosed in available sources.

Coached firmographics

Firmographics

Name: Coached
Legal name: Coached Pte. Ltd.
Website: https://coached.fitness
Company type: Private
Founded year: 2014
Operating status: Operating
Headcount range: 1–10 employees
Short description: Coached is a Singapore-based mobile platform that combines automatically generated training plans with real human coach support for endurance athletes in triathlon, running, and HYROX, sold to individuals via a recurring subscription with a 14-day free trial.
Ownership category
akta.pro rank

Coached industry classification

Industry

Product category: Personalized Fitness Coaching
NAICS: Sports and Recreation Instruction (61162)
SIC: Services-Educational Services (8200)
akta.pro industry: PRIMARYHSADAEAD
Endurance & Conditioning Coaching (running, cycling, triathlon)
Home & Personal Services/Fitness, Wellness & Personal Training/Sports Coaching & Athletic Performance
SECONDARYHSADAAAG
Endurance & Running/Cycling Training
Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)
SECONDARYHSADAAAM
Online/Remote Personal Training & Programming
Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)
SECONDARYHSADAAAF
Sports Performance Personal Training
Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)
SECONDARYMPAKAJAH
Endurance Sports Coaching & Training Camps (Running, Cycling, Triathlon, Swimming)
Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Camps, Academies & Training Centers

Keywords

Endurance coaching
Triathlon training
Running coaching
Personalized training
Fitness coaching

Where Coached is headquartered

Location

Headquarters

HQ city: Singapore
HQ country: Singapore
HQ region: Asia

Offices1 record

Markets served

Coached business model

Business model

GTM type: B2C
Offering type: Services
Cost components: Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

Subscription Coaching: Recurring subscription model providing access to personalized training plans, coaching support, and app features. Users are billed monthly or annually after a 14-day free trial.

Pricing tiers

Model	Billing	Price
Subscription	Monthly	Standard subscription with app access and coach support

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Coached product offering

Product offering

Core offering

Coached provides personalized endurance-sports coaching through its iOS and Android mobile apps plus a web platform. The apps generate progressive, individualized training plans based on each user's fitness level, goals, schedule, and target event, and pair those plans with real human coaches who review plans, message users, host live calls, and adjust sessions. Subscriptions follow a 14-day free trial and include a 20-minute kickoff coach call; ancillary paid offerings include The Lab fitness-testing service.

Product overview

Coached is a personalized coaching platform for endurance athletes that combines an app-based training platform with real human coaches. The core offering consists of the iOS and Android mobile applications delivering personalized training plans, real-time session guidance, and coach support. The platform specializes in running and triathlon coaching with time-based sessions designed for busy athletes. Additional services include The Lab (fitness testing), training calculators, and a 14-day free trial. The product differentiates through hybrid coaching—combining app-driven structure with human coach oversight for context, judgment, and support.

Differentiator

Problem solved

Functional benefit

Products and services

Coached Mobile App

Quantifiable outcome

Athlete (Natalie) qualified twice for Ironman 70.3 World Championships and podiumed at multiple events
+3 more outcomes

Companies that use Coached

Customer profile

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Coached technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Coached partnerships and signals

Strategic signal

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Coached competitors and assessment

Company assessment

Broad incumbents

Freeletics: Large AI-driven fitness coaching app primarily focused on bodyweight strength and HIIT, with growing run training modules. Broader incumbent in the AI personal training category that competes with Coached for consumer fitness subscription wallet share.
WHOOP: Performance wearables and subscription platform providing recovery, strain, and sleep coaching for athletes. Broad incumbent that increasingly overlaps with Coached through training guidance features and is used by many of the same endurance athlete customers.

Direct peers

TrainingPeaks: The most established endurance coaching platform, serving triathletes, cyclists, and runners with structured training plans and coach collaboration tools. Directly competes with Coached for endurance athletes seeking app-based structured training with optional coach oversight.
Final Surge: Endurance coaching platform used by coaches and self-coached athletes for training plan delivery, workout logging, and athlete-coach communication. Overlaps directly with Coached's hybrid coach-supported plan delivery model.
Runna: Mobile-first running coaching app offering personalized training plans for 5K to marathon, with integration to Garmin and Strava. Competes directly with Coached's running coaching module on plan personalization, app experience, and consumer subscription pricing.
TriDot: Triathlon-specific AI-driven training platform that generates personalized swim, bike, and run plans. Direct competitor to Coached's triathlon coaching module, using similar automation-plus-coach support positioning for triathlon race preparation.
TrainerRoad: Structured cycling and run training platform with adaptive workout plans and coach-quality training principles. Competes with Coached for the same time-constrained endurance athlete seeking structured, periodized training without full 1:1 coaching.

Emerging players

Humango: AI-powered endurance training platform for runners, cyclists, and triathletes that auto-adjusts plans based on wearable data. Emerging AI-native competitor with overlapping target customer and personalization approach to Coached's automated plan generation.
The Run Experience: Online running coaching community and training platform offering structured plans and coach-led guidance for runners from beginner to marathon. Overlaps with Coached's running coaching module, particularly in the beginner-to-intermediate segment.
Xhale Athletics: Online personal training and nutrition coaching platform delivering hybrid app-plus-coach support at subscription pricing. Adjacent to Coached's hybrid model but with a broader fitness scope rather than endurance specialization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

Coached compliance and trust

Trust signal

Compliance1 record

Coached financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Coached leadership team

Management profile

Number of profiles

Coached funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Coached M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Coached

What does Coached do?

Is Coached a public or private company?

Coached is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was Coached founded?

Coached was founded in 2014. It employs 1 to 10 people.

Where is Coached based?

Coached is headquartered in Singapore, Singapore, in the Asia region.

How does Coached make money?

One revenue line is on record: subscription Coaching.

Who are Coached's main competitors?

Broad incumbents on record are Freeletics and WHOOP. Direct peers are TrainingPeaks, Final Surge, Runna, TriDot and TrainerRoad. Emerging players are Humango, The Run Experience and Xhale Athletics.

Does Coached have an API?

No public API is recorded for Coached.

What industry is Coached in?

Coached's product category is Personalized Fitness Coaching. Its primary akta.pro industry code is HSADAEAD, Endurance & Conditioning Coaching (running, cycling, triathlon), with a secondary code of HSADAAAG, Endurance & Running/Cycling Training. Its NAICS code is 61162 and its SIC code is 8200.