Paddle Into Fitness

What Paddle Into Fitness does

Paddle Into Fitness, founded in 2010 by Gillian Gibree and headquartered in Ventura, California, is a privately held LLC that operates a multi-product fitness certification and equipment business built around stand-up paddleboard (SUP) and aquatic fitness. The company designs and sells proprietary inflatable equipment — a SUP Yoga & Fitness Paddleboard engineered with a thicker profile, oversized deck pad, and travel-friendly backpack form factor, and the Float Into Fitness Aquatic Mat, a 7'7" inflatable pool fitness mat with a built-in grip surface and bungee tie-down system — through a Shopify-powered direct-to-consumer storefront alongside apparel and accessories under the Paddle Girl sub-brand.

The business generates revenue across five streams: instructor certifications priced $195-$725 (including WPA Level 1, Yoga Alliance, and ACE CEC-credited tracks), physical products at $350-$495, online courses such as the $39.95 Intro to SUP + 12-Week Beginner Program, private 90-minute lessons at $50-$175 per person at Harbor Cove Beach, and a venue/host training service at $995 per event with a five-student minimum. Its customer base spans individual SUP beginners, certified yoga and fitness instructors seeking CEU-credited specializations, micro-business owner-operators, mid-market venues (studios, gyms, resorts, marinas), and municipal recreation centers.

The company has built an ecosystem of 20+ licensed Master Trainers across the US, Canada, Mexico, Japan, and Portugal who deliver certified classes under Paddle Into Fitness methodology and can themselves certify new instructors through the Master Training program ($295-$495). Distribution combines direct e-commerce, mobile venue-hosted training, an Instructor Directory with map-based local search, and event presence at Wanderlust Festival and Yoga Journal Conference. Earned media includes coverage in Yoga Journal, Self Magazine, San Diego Magazine, SUP Magazine, and Foam Magazine. The company has never raised institutional funding and operates with five employees.

Name

Paddle Into Fitness

Legal name

Paddle Into Fitness, LLC

Website

https://paddleintofitness.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Paddle Into Fitness is a Ventura, California-based fitness company that sells inflatable SUP boards and aquatic mats and licenses a proprietary curriculum of SUP yoga and aquatic fitness instructor certifications globally through a network of 20+ Master Trainers across North America, Japan, and Portugal.

Ownership category

akta.pro rank

Product category

Aquatic Fitness Instruction and Certification

NAICS

Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (71394)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Water & Marine Guiding Services (Kayak, Canoe, Raft, SUP, Sailing) (THAAALAB)

akta.pro secondary industries

Kayaking, Canoeing & SUP Coastal Tours (THAAAIAF), Whitewater & Paddle Sports Centers (Rafting, Kayak, SUP, Canoe) (THAAAKAF), Paddle Sports Retail (Kayak, Canoe, SUP, Paddles) (CRAMAIAD)

Keywords

• Stand up paddleboarding
• Sup yoga certification
• Aquatic fitness training
• Paddleboard instructor courses
• Pool fitness mats

Headquarters

HQ city

Ventura

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Certifications and Training Programs: Revenue from instructor certification programs including Paddleboard Certification ($345), SUP Yoga Certification ($545), SUP Fitness Certification ($545), Complete SUP Certification Package ($725), Float Into Fitness Aquatic Mat Pool Certification (from $195), and Master Training programs ($295-$495). Programs combine online coursework with in-person water skills assessments.
2. Physical Products (SUP Boards, Aquatic Mats, Apparel): Sale of proprietary products including inflatable SUP Yoga & Fitness Paddleboards ($495 regular, $350 sale), Float Into Fitness Aquatic Mat ($449), Paddle Girl Apparel including hats ($24.95), tumblers ($24.95), stickers ($2.95-$4.95), and coffee mugs ($14.95).
3. Online Courses and Digital Products: Digital revenue streams including the Intro to SUP + 12-Week Beginner Program ($39.95), Stand Up Paddleboarding Beginners Guide E-Book ($14.95), and Health & Fitness Digital Files bundle ($2.95). Includes access to private Facebook Group community.
4. Private Lessons and Workshops: Revenue from 90-minute private SUP lessons/workshops: $175 for 1 person, $100/person for 2, $80/person for 3, $70/person for 4, $60/person for 5, and $50/person for 6-10. Scheduled workshops run $50/person.
5. Venue/Host Training Partnerships: Revenue from bringing training to external venues with minimum 5 students at $995 per host training. Includes combination packages of inflatable paddleboards plus certifications or aquatic mats plus certifications for retail shops, studios, gyms, resorts, and marinas.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Paddle Into Fitness offers instructor certification programs for stand-up paddleboarding (SUP), SUP yoga, SUP fitness, and aquatic pool fitness, combined with proprietary inflatable paddleboards and aquatic mats engineered for yoga and fitness on water. The company also sells apparel and accessories, offers an online beginner SUP program, and delivers private lessons, workshops, and host venue trainings globally through its certified instructor and Master Trainer network.

Product overview

Paddle Into Fitness operates as a multi-product fitness and certification company offering both physical products and educational services. The core portfolio includes inflatable SUP yoga and fitness paddleboards and Float Into Fitness aquatic pool mats as the primary equipment products, supplemented by a comprehensive certification ecosystem covering paddleboard instruction, SUP yoga, and SUP fitness (with individual certifications and bundled packages), master trainer programs for advanced educators, and an online beginner program. Additional offerings include apparel (Paddle Girl brand), accessories, digital downloads, private lessons, and venue-hosted training services. The company also provides a 12-week structured beginner SUP program combining yoga and fitness training.

Differentiator

Problem solved

Functional benefit

Brands

• Float Into Fitness: Aquatic pool yoga and fitness program featuring inflatable fitness mats for pool-based yoga and fitness classes
• Paddle Girl

Products and services

• Paddleboard Certification Instructor certification for stand-up paddleboarding covering paddle technique, advanced turns, water safety, rescue skills, and business marketing. Includes WPA Level 1 certification and ACE continuing education credits. For aspiring SUP instructors and fitness professionals.
• SUP Yoga Certification Instructor certification for SUP yoga teaching, including signature classes Gentle Wave (beginner) and Nautical Flow (intermediate vinyasa). Includes Yoga Alliance CEUs, ACE CECs, and WPA Level 1 certification. For yoga teachers expanding to water.
• SUP Fitness Certification Instructor certification for SUP fitness teaching, covering Surfer's Sculpt and Advanced SUP classes with interval training and race instruction. Includes ACE continuing education credits. For fitness instructors.
• Complete SUP Certification Package Bundled certification combining Paddleboard, SUP Yoga, and SUP Fitness certifications at a discounted rate. Includes all signature classes, WPA Level 1, 25 Yoga Alliance CEUs, and 3.9 ACE CECs. For instructors seeking full SUP credentials.
• Float Into Fitness Aquatic Mat Pool Certification Online or in-person pool certification for teaching yoga and fitness on inflatable aquatic mats. Covers Gentle Wave, Nautical Flow, Surfer's Sculpt, and Aqua Warrior classes. Includes 12 Yoga Alliance CEUs and 1.3 ACE CECs. For yoga and fitness instructors.
• Master Training Programs Advanced master trainer certification enabling trainers to run their own Paddle Into Fitness and Float Into Fitness teacher trainings. Options include SUP only, SUP + Yoga or Fitness, or complete SUP + Yoga & Fitness packages. Includes WPA Level 2 instructor certification.
• Host a Training / Become a Venue On-site training service where Paddle Into Fitness master trainers travel to client locations such as yoga studios, gyms, resorts, marinas, schools, and aquatic centers. Requires minimum five students; includes combination packages of inflatable paddleboards or aquatic mats plus certifications.
• Paddle Into Fitness SUP Yoga & Fitness Paddleboard Inflatable stand-up paddleboard specifically designed for yogis and fitness enthusiasts, featuring a thicker profile for stability and oversized deck pad for yoga poses and extra gripping power. Includes board, travel backpack, pump, repair kit, fin, and beginner's guide. Rolls into a backpack for travel with no oversized luggage fees.
• Float Into Fitness Aquatic Fitness & Yoga Mat Inflatable aquatic fitness and yoga mat designed for pool environments (7ft 7in x 2ft 9in, 6in thick). Features built-in mat for stability, four bungee tie-downs for different pool setups, travel backpack, and high-pressure pump.
• Intro to SUP + 12-Week Beginner SUP, Yoga, & Fitness Program Online beginner course combining SUP basics with a 12-week Couch-to-5K style training program. Includes text, photos, videos, weekly workouts three days per week, yoga and fitness sessions, and access to a private Facebook Group community.
• Stand Up Paddleboarding Beginners Guide E-Book Digital beginners guide covering apparel, boards, paddles, water safety, stroke technique, and turns. Includes information on the complete SUP sport for new paddlers.
• SUP, SUP Yoga, or SUP Fitness Private Classes and Workshops Private 90-minute lessons and scheduled workshops for SUP, SUP Yoga, or SUP Fitness. Available for individuals and groups of 1 to 10 people at Harbor Cove Beach, Ventura, CA, with per-person volume discounts.
• Paddle Girl Trucker Hat Floating trucker hats available in Paddle Girl and Salty Cowgirl styles. Designed for sun safety during paddleboarding with mesh back and adjustable snapback closure.
• Paddle Girl Tumbler 40oz Adventure Quencher Tumbler with double-wall vacuum insulation keeping beverages hot or cold. Features rotating lid with straw and drink opening options.
• Paddle Girl Stickers Die-cut Paddle Girl stickers available in 2-inch or 3-inch sizes.

Quantifiable outcome

• WPA Level 1 certification ($300 value) included with Paddleboard Certification
• +3 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and flagship.

• ShopifycoreTechnology or IntegrationE-commerce platform powering the Paddle Into Fitness online store for certifications, products, and digital downloads. Processes payments including Visa, Mastercard, Amex, Discover, and PayPal.
• World Paddle Association (WPA)flagshipStrategic or Co-development PartnerIndustry certification body providing Level 1 and Level 2 instructor certifications. Paddle Into Fitness is an authorized WPA education provider; certifications ($300 value) included in their programs. Master Trainers certified to WPA Level 2 can certify students in WPA Level 1.
• Yoga AllianceflagshipStrategic or Co-development PartnerLeading yoga teacher registration organization providing continuing education approval. Paddle Into Fitness certified instructors can earn 25 CEUs for SUP Yoga and 12 CEUs for Float Into Fitness through Yoga Alliance recognized training.
• American Council on Exercise (ACE)flagshipStrategic or Co-development PartnerMajor fitness certification organization providing CEC accreditation. Paddle Into Fitness courses offer 1.3-3.9 ACE CECs depending on certification track.
• NASM, AFAA, CANfitPRO, IDEAcoreStrategic or Co-development PartnerAdditional fitness certification organizations recognizing Paddle Into Fitness CECs for continuing education requirements. Provides instructors flexibility with multiple credentialing options.
• Wanderlust FestivalcoreGTM or Marketing PartnerMajor yoga and mindfulness festival series. Paddle Into Fitness conducts SUP Yoga teacher trainings and classes at Wanderlust events including Oahu, with featured classes by founder Gillian Gibree.
• Yoga Journal ConferencecoreGTM or Marketing PartnerPremier yoga industry conference. Paddle Into Fitness delivers workshops and teacher trainings at Yoga Journal Conference events.
• Harbor Cove Beach (Ventura, CA)coreStrategic or Co-development PartnerPrimary training location for Paddle Into Fitness classes and certifications in Ventura, California. Classes meet near volleyball courts and outrigger canoes.
• Venues (Studios, Gyms, Resorts, Schools, Aquatic Centers)coreChannel Partner/ Reseller/ DistributorPartner venues host Paddle Into Fitness trainings and become affiliates offering signature classes. Hosts receive revenue share percentage and marketing materials. Minimum 5 students required; venues include yoga studios, fitness centers, hotels, lodges, resorts, marinas, outdoor recreation programs, schools, and aquatic centers.

Scale indicators5 records

Recent moves3 records

Expansion highlights5 records

Others

• Yoga Alliance: Yoga Alliance is the leading yoga teacher registration organization that accredits continuing education providers like Paddle Into Fitness. Functions as an enabler and accreditation partner rather than a competitor, granting PIF's certifications continuing education credit legitimacy.
• World Paddle Association (WPA): WPA is the industry body providing paddleboard instructor certifications and event governance. WPA is a strategic accreditation partner of PIF (Paddle Into Fitness is an authorized WPA education provider) rather than a direct competitor, but operates in the same paddle-sport certification space.

Emerging players

• Atoll Boards: Atoll Boards is an inflatable SUP brand focused on portability and beginner-friendly design at accessible price points. Partial overlap with PIF on yoga/SUP crossover use cases and e-commerce distribution, but positioned as a value hardware brand rather than a certification-led ecosystem.

Broad incumbents

• Tower Paddle Boards: Tower Paddle Boards is a large direct-to-consumer inflatable SUP retailer with broader product breadth than PIF. Comparable as a SUP equipment peer, but Tower is a mass-market hardware brand without the instructor certification and proprietary curriculum focus that defines PIF.
• YogaFit: YogaFit is a large-scale fitness educator offering yoga and group fitness instructor certifications with broad continuing education partnerships. Comparable to PIF as a fitness certification provider, but YogaFit focuses on studio-based formats while PIF specializes in aquatic/water-based instruction.
• Isle Surf & SUP: Isle is a multi-category surf and paddleboard brand selling boards, paddles, and apparel to a broad consumer base. Comparable to PIF in paddleboard hardware retail and lifestyle branding, but lacks the certifications, Master Trainer network, and aquatic fitness curriculum.

Direct peers

• GILI Sports: GILI Sports sells inflatable stand-up paddleboards and accessories targeted at yoga, fitness, and recreational paddlers. Comparable as a yoga-specific SUP equipment competitor with similar price points and beginner-focused customer base, though without PIF's certification and Master Trainer ecosystem.
• AquaLog: AquaLog produces inflatable aquatic fitness mats for pool-based workouts. Directly comparable to PIF's Float Into Fitness mat on equipment form factor and pool-yoga use case, though AquaLog is a hardware-focused company without the parallel instructor certification and signature-class curriculum.
• Boga Yoga Boards: Boga Yoga Boards designs and sells inflatable yoga-specific stand-up paddleboards directly to consumers and instructors. Overlaps with PIF on yoga-purpose-built SUP equipment, instructor community, and certification-adjacent content, though Boga focuses on hardware while PIF spans hardware, certifications, and curriculum.
• Aqua Fitness Training (AFT): AFT provides aquatic fitness instructor certifications and continuing education for pool-based group fitness formats including aqua yoga and aqua aerobics. Directly comparable to Paddle Into Fitness on the pool/aquatic fitness certification side (Float Into Fitness), targeting the same instructor customer base seeking CECs.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/paddlefitness
• LinkedInlinkedin.com/company/paddle-into-fitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Paddle Into Fitness