Kaari

What Kaari does

Kaari is a Durham, North Carolina-based digital health and fitness company founded in 2021 by Doctor of Physical Therapy Jenni Tarma. It operates a virtual, coach-led program model targeting individuals diagnosed with or at risk of osteoporosis, with a flagship Strength Training & Yoga for Osteoporosis program priced at $1,095 upfront or three installments of $400, supplemented by a $49/month ongoing maintenance subscription. The company also sells adjacent offerings — a Postpartum Wellness program, mobility and recovery courses priced $25–$129, and bespoke 1:1 coaching — broadening the catalog into women's-health and active-aging verticals. Content is delivered through Teachable for course hosting and the CoachRx app for workout programming, and the business accepts HSA/FSA payments via an integration with Flex.

The company employs 12 people and is reported to have served 300+ clients since inception, with 275+ reporting life improvements and an 80% DEXA-scan improvement rate cited as proof of clinical efficacy. Customer satisfaction is tracked at 4.9/5 stars across 49 reviews with 97% positive sentiment. Kaari holds a seat on the International Osteoporosis Foundation's Committee of Corporate Advisors and is listed as a resource by the Bone Health & Osteoporosis Foundation, lending institutional credibility in a clinical niche where referral and trust drive conversion. The team includes coaches based outside the United States (New Zealand, United Kingdom), enabling broader timezone coverage and modest international reach.

The business is bootstrapped with no funding rounds disclosed. Revenue mechanics are a mix of upfront program fees, installment plans, monthly maintenance subscriptions, and lower-priced standalone courses sold direct-to-consumer primarily online. Customer mix is entirely individual consumers with no enterprise or institutional contracts disclosed, and the company has not announced any acquisitions, partnerships beyond the Flex payment integration, or material leadership changes beyond the founding team.

Name

Kaari

Legal name

Kaari

Website

https://kaariprehab.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Kaari is a Durham, NC-based virtual coaching company founded in 2021 by Doctor of Physical Therapy Jenni Tarma, selling a flagship Strength Training & Yoga for Osteoporosis program ($1,095) plus maintenance subscriptions to individuals diagnosed with or at risk of osteoporosis.

Ownership category

akta.pro rank

Product category

Bone Health & Osteoporosis Programs

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Educational Services (8200)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industries

Online/Remote Personal Training & Programming (HSADAAAM), Rehabilitation Return-to-Exercise Training (Non-Clinical) (HSADAAAK), Chronic Condition Lifestyle Coaching (Non-Clinical) (HSADAGAH)

Keywords

• Osteoporosis exercise programs
• Strength training
• Therapeutic yoga
• Postpartum recovery
• Online fitness coaching

Headquarters

HQ city

Durham

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Osteoporosis Program (13-week cohort): One-time purchase of the 13-week Strength Training & Yoga for Osteoporosis program at $1,095 (paid in full) or 3x $400 installments ($1,200 total). Includes 13 weeks of programming, coach support, live Zoom sessions, and form-check video review. HSA/FSA eligible.
2. Maintenance Program: Ongoing monthly subscription tier ($49/month) for program graduates to continue their practice. Reduced entry pricing for cohort alumni. Provides recurring revenue from retained clients.
3. Self-paced digital courses (individual): One-time purchase digital courses including Postpartum Wellness ($119), The Path to Strong Happy Hips ($129), The Path to Happy Strong Shoulders ($129), Low Back Pain ($129), Upper Body Tension Release ($45), Movement Breaks ($49), Mellow Movement ($45), and specialty programs for athletes ($25-$79).
4. Bespoke Coaching (1:1 customized): 12-week fully customized mobility and recovery coaching program with daily support from an experienced coach. Intake assessment, custom program design, bi-weekly check-ins, and myofascial release components. Price not publicly disclosed.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Kaari sells online exercise and rehabilitation programs directly to consumers, with its flagship 13-week Strength Training & Yoga for Osteoporosis program priced at $1,095 ($400 x 3 installment option). The portfolio also includes a $49/month Maintenance subscription, postpartum recovery courses, joint-mobility and athletic-performance self-paced courses ($25-$129), and 1:1 Bespoke coaching. Programs combine progressive strength training, bone-health-safe yoga, form-check video review, and live cohort Zoom coaching, delivered via the CoachRx app and Teachable platform with HSA/FSA payment via Flex.

Product overview

Kaari offers a portfolio of exercise and rehabilitation programs delivered primarily through video-based online courses. The core flagship product is the Strength Training & Yoga for Osteoporosis 13-week program, which combines with the Postpartum Wellness program as the main health-condition-specific offerings. Supporting the core programs is a suite of specialized courses targeting specific body areas (hips, shoulders, back), athletic populations (CrossFit, weightlifting, soccer, hockey), and recovery needs (Movement Breaks, Mellow Movement). Bespoke Coaching provides customized one-on-one programming. All programs are delivered via the Teachable platform with CoachRx integration for workout delivery, and the company offers HSA/FSA payment options through a Flex partnership. The product portfolio spans from condition-specific rehabilitation to general mobility and athletic performance enhancement.

Differentiator

Problem solved

Functional benefit

Products and services

• Strength Training & Yoga for Osteoporosis (13-week)
• Postpartum Wellness: Fourth Trimester Recovery (Self-Paced)
• Movement Breaks
• Mellow Movement for Your Recovery Day
• Upper Body Myofascial Release for Crossfitters
• Rotator Cuff Health for Weightlifting Athletes
• The Path to Strong, Happy Hips
• The Path to Happy, Strong Shoulders
• The Path to a Pain-Free, Happy Low Back
• Low Back Pain: Tried & Tested Solutions
• Upper Body Tension Relief
• Shoulder Health Basics
• Nervous System Recovery & MFR for Your Rest Day
• Off-Season Mobility, Flexibility & Strength for Soccer Players
• Hockey Strength Program
• Bespoke Coaching
• Free Sample Week (Osteoporosis)
• Maintenance Program (post-cohort subscription)

Quantifiable outcome

• 80% of program participants see improvement at their next DEXA scan
• +6 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• FlexcoreGTM or Marketing PartnerFlex is Kaari's HSA/FSA payment processing partner, enabling customers to pay for the osteoporosis program with pre-tax HSA/FSA dollars. At checkout, customers select Flex, confirm eligibility (brief telehealth consult for Letter of Medical Necessity), and use their HSA/FSA debit card. Most clients save 30-40% net through this pre-tax payment mechanism. This partnership is critical for accessibility and competitive differentiation in the health-focused market.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Peloton: Peloton is a broad incumbent in digital fitness with strength and yoga classes at lower per-class cost, competing for the same women's wellness budget but without osteoporosis specialization or HSA/FSA rails.
• Apple Fitness+: Apple Fitness+ bundles strength, yoga, and mobility workouts from credentialed trainers at a low subscription price, serving as a substitute for casual users who might otherwise consider a specialty program like Kaari.

Direct peers

• BetterMe: BetterMe is a direct peer offering low-cost digital coaching programs (weight loss, mobility, posture) sold DTC via Teachable-like funnels, competing for the same health-conscious female customer with simpler, lower-priced offerings.
• Future (future.co): Future sells online personal training with a dedicated remote coach, app-based delivery, and form-check video review — closely mirroring Kaari's CoachRx-driven model but for general fitness rather than bone health.
• Tone It Up: Tone It Up sells women's-focused online strength, yoga, and wellness programs via app and digital courses, with a comparable mix of structured cohorts, video instruction, and lifestyle brand building.
• BoneCoach (Lara Pizzorno): BoneCoach is a direct competitor offering online osteoporosis and osteopenia coaching programs with similar evidence-based content, cohort-style delivery, and DEXA-outcome storytelling aimed at the same postmenopausal women 50+ demographic.

Emerging players

• Stronger U Nutrition: Stronger U is an online coaching platform with a dedicated remote coach, app delivery, and recurring subscription pricing — a comparable business model archetype to Kaari, though focused on nutrition rather than exercise.
• Glo (Yoga App): Glo offers on-demand yoga and meditation classes from credentialed teachers, competing with Kaari's yoga component on a broader (non-bone-health-specific) basis at a lower price point.

Others

• Yoga Medicine: Yoga Medicine is the therapeutic yoga teacher training organization that trained Michaela Smith and is connected to Kaari's CEO, and it operates adjacent training and education programs serving overlapping populations of credentialed yoga therapists.
• Bone Health & Osteoporosis Foundation: BHOF is the leading US osteoporosis advocacy organization that lists Kaari on its resources page; it is an ecosystem participant that channels patient referrals toward approved exercise providers like Kaari.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@kaariprehab
• Facebookfacebook.com/kaariprehab
• Instagraminstagram.com/kaariprehab
• LinkedInlinkedin.com/company/kaariprehab

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 Kaari