Life by Jonty

What Life by Jonty does

Life by Jonty is a digital wellness subscription platform operated by Swedish private limited company PerformIQ Life AB and branded around former international cricketer Jonty Rhodes. The service delivers more than 500 on-demand workout, yoga, meditation, breathing, sleep, and nutrition sessions plus structured multi-week challenges and a Walk Along podcast, all accessible globally via a web browser and a Progressive Web App that can be installed on iOS and Android home screens. Content is produced by a network of 15+ named Inspirers, including Leila Söderholm, Gagan Arora, Melanie Rhodes, Prameet Kotak, and Sanjay Verma, and is organized into categories such as HIIT, Tabata, strength, mobility, sleep, and recipes filterable by dietary requirement. A three-step content wizard and an activity-based recommendation engine personalize the experience for individual wellness consumers.

The business model is a self-serve, product-led subscription supported by a voucher/gift redemption flow for prepaid access. No pricing tiers or price points are publicly disclosed, and account creation is positioned as the primary onboarding path. The target customer base is individual health-conscious consumers seeking flexible at-home fitness and wellness content, with a secondary, less-developed positioning around corporate wellness programs and team challenges. Distribution is entirely digital and global via web and PWA, with no native app-store presence.

The firm is small and early-stage: founded in 2023, with approximately 5 employees and no disclosed funding rounds, revenue, or institutional ownership. Operationally it relies on its creator network and the Jonty Rhodes brand as primary distribution assets, while keeping infrastructure costs low through a web-only stack. Strategic posture is dual: deepen the consumer content moat through more Inspirers and structured programs while seeding optionality in corporate wellness and gifting channels.

Name

Life by Jonty

Legal name

PerformIQ Life AB

Website

https://lifebyjonty.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Life by Jonty is a digital wellness subscription platform offering 500+ workouts, yoga, meditation, sleep, and nutrition content via web and PWA, targeting individual health-conscious consumers globally and operated by Swedish firm PerformIQ Life AB.

Ownership category

akta.pro rank

Product category

Digital Wellness Subscription

NAICS

Software Publishers (5132)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG)

akta.pro secondary industries

Mindfulness-Based Coaching & Training (MBSR/MBCT-style) (HSADAJAB), General Personal Training (In-Person & Virtual) (HSADAAAA), Mindfulness, Meditation & Stress Management Education (EDAAAHAD), Meditation Retreats, Workshops & Immersive Programs (HSADAJAF)

Keywords

• Digital wellness platform
• Fitness subscription service
• Workout video library
• Meditation yoga content
• Nutrition recipe platform

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Subscription Access: Digital subscription service providing access to over 500 workout sessions, courses, recipes, meditation, and wellness content. Users create accounts and subscribe to access full platform features. Voucher redemption system available for gift/subscription purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Life by Jonty is a digital wellness subscription platform that delivers 500+ on-demand workout sessions (HIIT, Tabata, strength, mobility, cardio), yoga, meditation, breathing exercises, healthy recipes, sleep programs, and structured multi-week challenges. The platform personalizes content recommendations via an interactive content wizard and a user-activity-based recommendation engine, and is accessible across devices through a responsive website and Progressive Web App.

Product overview

Life by Jonty is a comprehensive digital wellness platform providing over 500 workout sessions and wellness content. The platform offers a unified ecosystem combining workout sessions (HIIT, Tabata, strength, yoga, mobility), meditation and breathing exercises, nutrition and recipe content, and sleep programs. Content is personalized based on user activity and delivered across devices. The platform features challenges and structured programs led by a network of inspirers and health experts. Additional features include the Walk Along podcast series and specialized courses for mental well-being, stress management, and personal development.

Differentiator

Problem solved

Functional benefit

Products and services

• Life by Jonty Platform A digital wellness subscription platform providing access to over 500 workout sessions, yoga, meditation, breathing exercises, nutrition recipes, sleep programs, and structured challenges. Content is personalized via an interactive content wizard and activity-based recommendations, and is accessible via web browser and Progressive Web App on any device.
• Workout Sessions Digital on-demand workout sessions including HIIT, Tabata, strength training, static training, mobility, and cardio workouts. Sessions range from under 10 minutes to full multi-episode programs and are led by various Inspirers.
• Yoga and Meditation Yoga sessions and meditation content led by certified instructors including Melanie Rhodes, covering flexibility, relaxation, and mindfulness practice.
• Breathing Exercises Breathing and meditation programs led by Prameet Kotak, including AM, PM, and Noon sequences designed to optimize breathing and enhance performance.
• Nutrition and Recipes Healthy recipes and nutrition content including smoothies, breakfast, lunch, dinner, and snacks. Filterable by dietary requirements such as lactose-free, gluten-free, vegan, and vegetarian.
• Sleep Programs Sleep improvement content covering bedroom environment, food and drink effects, sleep patterns, and relaxation techniques. Led by sleep coach Sanjay Verma across multiple episodes.
• Challenges and Programs Structured multi-week challenges including the 8-week fitness program, 4-week shape program, and 21-day positive choices pathway. Features points systems, daily activities, and team participation options.
• Walk Along Podcast Audio podcast series accompanying users on guided walks, covering topics including movement, posture, hydration, nervous system, diet, intervals, and hormones.

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature2 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Down Dog: Down Dog is a yoga and fitness app that procedurally generates unique workout sequences. It is comparable to Life by Jonty as a smaller, content-focused digital wellness subscription, though with a more procedurally-generated rather than instructor-led content model.
• Aaptiv: Aaptiv is an audio-based fitness and wellness subscription platform offering guided workouts, meditation, and sleep content. It overlaps with Life by Jonty in the audio/content wellness space, particularly the Walk Along podcast-style content.
• Mindvalley: Mindvalley is a personal growth and wellness education platform offering courses on meditation, fitness, nutrition, and longevity led by named experts. It is comparable to Life by Jonty as a digital wellness content subscription with an expert-led, multi-vertical curriculum model.
• Wellness Studio (by MBO Partners): Wellness Studio is an emerging digital wellness platform combining workouts, meditation, and lifestyle content under subscription. It mirrors Life by Jonty's holistic mind-body positioning and represents the same bundled-wellness thesis targeting consumer subscription buyers.

Direct peers

• Glo: Glo is a yoga, meditation, and fitness subscription platform offering on-demand video classes led by named instructors. It is a direct peer in digital wellness content with instructor-led programming, closely mirroring Life by Jonty's Inspirers-based content model.
• Fitness Blender: Fitness Blender is a digital fitness platform offering free and subscription-based workout videos (HIIT, strength, mobility). It is comparable as a direct competitor in the digital fitness subscription space, particularly for Life by Jonty's workout sessions feature.

Broad incumbents

• Calm: Calm is a leading meditation, sleep, and mental wellness subscription platform serving consumers globally. It is comparable to Life by Jonty as a direct competitor in the digital mindfulness/wellness subscription space, though it operates at vastly larger scale with broader brand recognition and more extensive content library.
• Apple Fitness+: Apple Fitness+ is Apple's subscription fitness and wellness service integrated across Apple devices. It competes with Life by Jonty for at-home workout consumers and benefits from Apple's ecosystem lock-in and massive marketing reach.
• Headspace: Headspace is a major meditation and mindfulness subscription platform with both B2C and B2B (corporate wellness) offerings. It directly competes with Life by Jonty in the meditation/mindfulness segment and has established corporate wellness distribution that Life by Jonty is targeting.
• Peloton: Peloton is a connected fitness platform combining hardware with subscription-based workout content. While Peloton leads in equipment-tethered fitness, its digital subscription tier (Peloton App) directly competes with Life by Jonty for at-home workout consumers seeking instructor-led content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/life-by-jonty

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Life by Jonty