GOATA Movement LLC

What GOATA Movement LLC does

GOATA Movement LLC is a privately held LLC founded in 2012 by Gary Scheffler and former NFL quarterback Ricky Stanzi, headquartered in Marrero, Louisiana, and operating with approximately 7 employees. The company develops and commercializes the "GOATA Movement System," an evidence-based training methodology aimed at restoring natural human movement patterns, and sells it primarily to fitness, mobility, and recovery-oriented consumers who discover the brand through a free 6-Day Recode Challenge funnel and high-visibility NFL athlete endorsements (including Ja'Marr Chase, Micah Parsons, and Jameis Winston).

The product surface is a tiered curriculum plus ancillary goods and services. Digital courses include Level 1 Foundations at $499 and Level 2 Advanced at $3,899, hosted on Kajabi. The Recode Program is offered as a $599 self-led bundle and a $1,500-$2,250 premium 1-on-1 tier delivered with the founder. In-person recovery sessions at the GLS Training Facility run $100-$150, physical equipment (GOATA Boards, GOATA Chucks) is sold through the GOATA Shop, and a $297/year WOTW subscription adds recurring revenue. A GOATA-branded mobile app on iOS and Android extends engagement beyond the web platform, and a Certified Coach Network plus a partnership with Elite Training Solutions provide partner-delivered distribution.

The business model is product-led at the top of the funnel (free challenge → self-led course), community-led in the middle (Move Club, social, subscription), and sales-led at the top of the price ladder (premium 1-on-1 coaching). Revenue mechanics span one-time course fees, premium service hours, equipment sales, and subscription; the company is GDPR-compliant and protects its brand through registered trademarks (GOATA®, Recode™, Move Club™) and comprehensive copyright around the methodology. There is no disclosed funding, revenue, or headcount growth, which limits visibility into financial trajectory.

Name

GOATA Movement LLC

Legal name

GOATA Movement LLC

Website

https://goatamovement.com

Company type

Private

Founded year

2012

Operating status

Operating

Short description

GOATA Movement LLC is a small Louisiana-based training company that sells a proprietary human-movement methodology and curriculum (courses $499-$3,899, equipment, coaching, subscription) to mobility- and recovery-focused consumers, amplified by NFL athlete endorsements.

Ownership category

akta.pro rank

Headquarters

HQ city

Marrero

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Online Course Sales (Digital Products): Sale of self-paced online courses including Level 1 Foundations ($499), Level 2 Advanced Training ($3,899), and Recode Program phases. Revenue from one-time purchases with lifetime access grants. Kajabi platform used for delivery with instant digital access upon purchase.
2. Subscription Services (Workout of the Week): Weekly workout drops and ongoing content delivery model. Workout of the Week (WOTW) subscription provides fresh workouts every week for $297/year. Included free with bundle purchases.
3. 1-on-1 Coaching Programs: Premium coaching programs with Gary Scheffler including personal check-in calls, movement assessments, and customized guidance. Priced at $1,500 one-time or $550/month x3 with 3-4 check-in calls included.
4. 8-Week Recode Program (GLS): Coach-led 8-week program at GLS Training Facility with 8 Zoom calls, assessments, and equipment included. Priced at $2,250 one-time or $562.50/month x4.
5. Equipment Sales (GOATA Shop): Sale of proprietary equipment including GOATA Boards and GOATA Chucks through the GOATA Shop (goatashop.com). Equipment is required for Phase 2 and Phase 3 of the Recode Program. Bundle purchasers receive 20% discount.
6. Recovery Sessions (In-Person Services): In-person recovery services at Elite Training Solutions Franklinton including Electron+, Vacuum Cupping, and Scraping. Priced at $100/session or $150 single, with 5-pack available for $500.
7. Free Challenge / Lead Generation: Free 6-Day Recode Challenge used as top-of-funnel lead generation to convert participants into paid course enrollments. Marketing tool rather than direct revenue source.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

GOATA Movement LLC sells an evidence-based "GOATA Movement System" delivered through online video courses, structured 3-phase Recode Programs (self-led, coach-guided, and 1-on-1 with founder Gary Scheffler), proprietary training equipment (GOATA Boards and GOATA Chucks), and in-person recovery sessions. The system is designed to restore natural human movement patterns and is consumed by individual athletes, coaches seeking certification, and adults seeking pain relief.

Product overview

GOATA Movement LLC operates a comprehensive movement education platform built around the GOATA Movement System—an evidence-based approach to restoring natural human movement. The portfolio includes online educational courses (Level 1 Foundations Course and Level 2 Training), multiple Recode Program formats (self-led 3-phase bundle, coach-guided 8-week program, and premium 1-on-1 mentorship with Gary Scheffler), a free 6 Day Recode Challenge, and physical products (GOATA Boards and GOATA Chucks training equipment). Core offerings include the GOATA Exercise Library and GOATA Institute as educational resources, plus the GOATA App for mobile access. The system is delivered through Kajabi's course platform and targets athletes, coaches, and individuals seeking pain relief and improved movement quality.

Differentiator

Problem solved

Functional benefit

Brands

• GOATA Foundations / Level 1 Foundations: A 3-week online foundations course teaching the principles, patterns, and practice behind natural, pain-free movement.
• GOATA Level 2
• Recode
• Move Club
• Backchain
• Train Durable

Products and services

• Level 1 Foundations Course 3-week online training course that teaches the science, principles, and drills behind the GOATA Movement System. Includes 8 on-demand video modules with lifetime replay access, 3 live weekly group calls, and access to the private GOATA community. Priced at $499 one-time or $100 deposit to reserve seat. For athletes, coaches, and individuals seeking pain relief.
• Level 2 Advanced Training 10-week advanced coaching course for certified GOATA Coaches and dedicated practitioners. Includes introductory 1-on-1 assessment call, weekly live and on-demand sessions, exit assessment, and lifetime access to the GOATA Exercise Library and Institute. Priced at $3,899 one-time or multi-month installment plans. Requires Level 1 completion as a prerequisite.
• Recode Program (Self-Led Bundle) 3-phase self-guided movement system covering Decompression (Phase 1), Shape & Suppleness with GOATA Boards (Phase 2), and Control & Stability with GOATA Chucks (Phase 3). Includes lifetime access to the Exercise Library and Workout of the Week. Priced at $599 one-time for stated total value of $1,841-$1,891.
• Recode Phase 1 (Groundwork: Decompression) Self-led Phase 1 focuses on restoring joint space and resetting natural posture through guided breathing, decompression, and foundational movement evaluation. Sold individually at $299 per phase.
• Recode Phase 2 (GOATA Boards) Self-led Phase 2 teaches footwork, pressure shifts, and locomotive patterns using GOATA Boards to build durability, stable footwork, and efficient movement patterns. Sold individually at $299 per phase.
• Recode Phase 3 (GOATA Chucks) Self-led Phase 3 develops control, stability, and precision using GOATA Chucks to train targeted foot placements, pressure management, and balance patterns. Sold individually at $299 per phase.
• Recode Program (1-on-1 with Gary Scheffler) Premium coaching program with direct access to GOATA Co-Founder Gary Scheffler. Includes 1-on-1 mentorship, 3-4 personal check-in calls, 4 movement assessments, and the complete 3-phase Recode system. Priced at $1,500 one-time or $550/month for 3 months.
• Recode Program (Coach-Guided / 8-Week at GLS) 8-week guided program at GLS Training Facility with 8 one-on-one sessions (in-person and Zoom), intro and exit assessment scores, GOATA Exercise Library, GOATA Institute, Support Circle access, and GOATA Chucks equipment. Priced at $2,250 one-time or $562.50/month for 4 months.
• 6-Day Recode Challenge Free 6-day challenge introducing basic GOATA movement patterns including Child Rocker, Hip Series, Align Your Feet, Rock Your Feet, Waddle, March, and Step. Serves as lead generation for paid program enrollment.
• Recovery Sessions (In-Person) In-person recovery sessions at Elite Training Solutions in Franklinton, LA featuring Electron+, Vacuum Cupping, and Scraping techniques, led by Gary Scheffler. Priced at $100 per session, $150 single rate, or 5-pack for $500. Sessions available Saturday through Monday weekly.
• GOATA App Mobile application available on Apple App Store and Google Play Store for accessing training videos, messaging with coaches, tracking progress, and receiving weekly workout content (Workout of the Week drops).
• Workout of the Week (WOTW) Subscription Annual subscription delivering fresh GOATA workouts every week to the GOATA App. Priced at $297/year. Included free with the Complete Recode Self-Led Bundle.
• GOATA Boards Specialized sloped training boards (approximately 11.25 degree slope) used in Phase 2 of the Recode Program for building durable footwork and efficient movement patterns. Sold through GOATA Shop with a 20% discount for enrolled course members.
• GOATA Chucks Specialized training equipment used in Phase 3 for developing control, stability, and precision in foot placements and balance patterns. Sold through GOATA Shop and included as part of the coach-guided 8-Week Recode Program at GLS.

Quantifiable outcome

• Ja'Marr Chase recovered from senior year injury and became NFL 'Special Talent' through GOATA Recode
• +3 more outcomes

Named customers16 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

One partnership is on record.

• Elite Training SolutionsminorOthersElite Training Solutions in Franklinton, LA (owned by Hutch Gonzales) hosts in-person GOATA recovery sessions led by Gary Scheffler. The venue provides space for recovery services featuring Electron+, Vacuum Cupping, and Scraping. Hutch Gonzales, who recovered 14 years of hip immobility through GOATA methods, now partners with GOATA to offer these services at his facility.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• BODi (Beachbody): Long-established digital fitness education platform selling streaming workout programs and structured courses online. Comparable to GOATA's Kajabi-delivered, self-paced online courses targeting consumer fitness buyers.
• CrossFit: Global fitness methodology with a multi-tier certification program (L1/L2/L3) authorizing affiliate gyms and coaches to deliver the system. Closely mirrors GOATA's Level 1/Level 2 certification and coach-network distribution model.
• Onnit: Fitness and wellness brand combining online education, proprietary equipment, and supplements. Comparable hybrid model of courses + branded equipment + consumer wellness positioning.

Direct peers

• Functional Range Systems: Specialized mobility and movement-conditioning education company selling courses, certifications (FRC, FRA), and tools to practitioners and athletes. Direct competitor in evidence-based movement methodology with a similar coach-certification channel.
• Egoscue: Posture and movement-therapy method offering practitioner certifications, in-person clinics, and corrective exercise programs. Comparable to GOATA's posture/movement correction positioning and pain-relief value proposition for adult consumers.
• The Ready State (MobilityWOD): Founded by Dr. Kelly Starrett, offers online mobility courses, an app, and equipment for athletes and general consumers. Overlaps GOATA's online course + app + proprietary equipment hybrid model in the mobility space.
• Gray Institute: Movement-science education provider selling certification courses (CAFS, CEXC) to fitness and rehab professionals. Comparable to GOATA's Level 2 professional certification pathway and applied biomechanics curriculum.
• CHEK Institute: Holistic health and corrective exercise coaching school selling tiered professional certifications and online programs. Similar to GOATA's coach-certification positioning and movement/lifestyle education product structure.

Emerging players

• Precision Nutrition: Online nutrition coaching and certification company with self-paced courses and a coach network. Comparable digital-course + coach-channel architecture, though focused on nutrition rather than movement.
• TPI (Titleist Performance Institute): Sport-specific movement and performance certification (golf) sold to coaches and trainers. Mirrors GOATA's sport-targeted certification model and athlete-segmentation go-to-market approach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/goatamovement

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 GOATA Movement LLC