Built With Science

What Built With Science does

Built With Science is a Vancouver-based, founder-led direct-to-consumer fitness education company that sells personalized workout and nutrition programs to individual consumers globally. Its flagship offering, the BWS+ mobile application, onboards users through a smart assessment quiz that captures fitness level, goals, and lifestyle, then delivers adaptive workout plans, weekly weight-lifting prescriptions, and personalized diet recommendations that adjust when progress plateaus. The product is underpinned by a credentialed scientific team — founder Jeremy Ethier (kinesiologist, NASM/FMS/PPSC certified), Dr. Eric Trexler (PhD in Human Movement Science, 80+ peer-reviewed papers, Duke University), and Kelly McKinnon (Registered Dietitian, CSSD) — which anchors the company's "science-backed" positioning.

The company's business model combines a subscription-based core (BWS+ monthly/annual) with adjacent revenue streams including 2-on-1 personalized coaching with dietitian support, one-time-purchase digital programs (Custom Workout Plan, Custom Meal Plan, Fat Loss Cookbook, Beginner/Intermediate Shred programs), branded physical goods (Whey Protein Isolate, resistance bands), and a recently launched 1-year BWS+ gift card priced at $189 USD. Distribution is wholly owned: a 6.9M+-subscriber YouTube channel built around Jeremy Ethier's content serves as the primary top-of-funnel acquisition channel, with a quiz funnel converting viewers into BWS+ subscribers, supported by an SEO-driven fitness blog, email newsletter, and organic social.

The company is privately held, appears bootstrapped, and operates with 11-50 employees from British Columbia, Canada, serving consumers across North America (Canada, US) and Europe (UK, Germany, France). It has cumulatively documented 200,000+ transformations and is investing in marketing and creative leadership hires while extending into supplements and gifting, suggesting a deliberate scaling phase funded entirely from operating revenue.

Name

Built With Science

Legal name

Built With Science Holdings Corp.

Website

https://builtwithscience.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Built With Science is a Vancouver-based, bootstrapped direct-to-consumer fitness company that sells personalized workout and nutrition programs through its BWS+ app, leveraging founder Jeremy Ethier's 6.9M-subscriber YouTube channel to convert individual fitness consumers globally into subscription, coaching, and product customers.

Ownership category

akta.pro rank

Product category

Online Fitness Coaching

NAICS

Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (713940), Diet and Weight Reducing Centers (812191), Sporting and Athletic Goods Manufacturing (33992)

SIC

Services-Membership Sports & Recreation Clubs (7997), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Weight Loss & Body Transformation Training (HSADAAAC)

akta.pro secondary industries

Weight Loss Coaching (Non-Clinical) (HSADAFAB), Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)

Keywords

• Online fitness coaching
• Personalized workout plans
• Adaptive fitness app
• Science-based nutrition
• Fitness education programs

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. BWS+ App Subscription: Monthly or annual subscription to the BWS+ personalized fitness coaching app with workout programs, nutrition guidance, and tracking features.
2. 2-on-1 Coaching: Personalized fitness and nutrition coaching services pairing users with dedicated coaches.
3. Digital Programs: One-time purchase programs including Custom Workout Plan, Custom Meal Plan, Fat Loss Cookbook, and Beginner/Intermediate Shred programs.
4. Supplements: Sale of Whey Protein Isolate and other fitness supplements through the online shop.
5. Fitness Equipment: Sale of Built With Science branded resistance bands (All-In-One Band and Mini-Bands Set).
6. Gift Cards: 1-Year BWS+ Gift Card sold for $189 USD one-time purchase, valid for new memberships only. Gift purchasers receive 2 free months if already members.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Built With Science delivers a personalized fitness and nutrition coaching experience through the BWS+ mobile app, offering science-backed workout programs that adapt to individual progress, personalized diet recommendations based on a smart assessment quiz, and human-led 2-on-1 coaching. The company complements the app with standalone digital programs (custom workout plans, custom meal plans, fat loss cookbook), branded resistance bands, and whey protein supplements sold through its owned e-commerce storefront.

Product overview

Built With Science is a science-based fitness and nutrition company offering a portfolio of digital products and physical goods centered around its flagship BWS+ App. The core offering is a personalized fitness coaching platform that provides science-backed workout programs and adaptive coaching. The company complements this with supplementary services including 2-on-1 coaching (with dietitian support), custom workout and meal plans, and a Fat Loss Cookbook. Physical products include Whey Protein Isolate supplements and resistance bands (All-In-One Band and Mini-Bands Set). The company also offers gift cards for memberships. All offerings are tied to the science-based approach of founder Jeremy Ethier and the expert team.

Differentiator

Problem solved

Functional benefit

Brands

• BWS+ App: A game-changing, personalized fitness program and built-in coach featuring science-backed training and adaptive nutrition coaching.
• BWS+

Products and services

• BWS+ App Personalized fitness and nutrition coaching mobile app that provides science-backed workout programs, prescribes weekly weight targets, adjusts plans when users hit plateaus, and offers personalized diet recommendations based on a smart assessment quiz.
• 2-on-1 Coaching Personalized one-on-one fitness and nutrition coaching service with customized nutrition planning by a registered dietitian and a dedicated coach for training plans, with monthly check-ins.
• Fat Loss Cookbook Digital cookbook with recipes designed for fat loss and supported by science-based meal planning guidance.
• Built With Science All-In-One Band Resistance band product providing all-in-one workout capability for strength training at home.
• Built With Science Mini-Bands Set Set of mini resistance bands for targeted muscle activation and home workouts.
• Custom Workout Plan Personalized workout plan tailored to individual fitness goals, body type, and progression level.
• Custom Meal Plan Personalized nutrition and meal planning service customized to individual dietary needs and weight goals.
• Built With Science Whey Protein Isolate Whey Protein Isolate supplement product available for purchase through the company's online shop.
• BWS+ Gift Card Digital gift card for a 1-year BWS+ membership priced at $189 USD; existing members who purchase gift cards receive 2 free months added to their own membership.

Quantifiable outcome

• 200,000+ transformations documented
• +1 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability1 record

Feature3 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• StripecoreOthersThird-party payment processor handling subscription fee payments. Users must accept Stripe's terms and conditions to pay fees. Built With Science disclaims responsibility for payment processing issues, directing users to resolve claims with Stripe directly.
• ShopifysupportingOthersPartner for payment processing alongside Stripe when users make purchases in the Services.
• Google AnalyticssupportingTechnology or IntegrationUsed with user consent to collect information to maintain and improve the use of the Website and Services. Google Analytics collects information about how often users visit the Services, which pages they visit, and which other sites they used prior to coming to Built With Science's Services.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Strava: Strava is a fitness tracking and social platform used by millions of endurance athletes. Overlaps with BWS in the fitness engagement layer and subscription model, though focused on activity tracking and community rather than adaptive coaching.
• Mindbody: Mindbody is an established SaaS platform for fitness studios, gyms, and wellness businesses. A broad incumbent in the fitness services ecosystem — overlapping with BWS in serving fitness consumers but operating as a B2B platform rather than direct coaching.
• MyFitnessPal: MyFitnessPal is the leading nutrition tracking and food database app. Overlaps with BWS in nutrition guidance and meal planning but functions primarily as a free tracking tool rather than personalized coaching.
• Peloton: Peloton is a connected fitness subscription platform offering streaming classes, coaching, and hardware. A broad incumbent that overlaps with BWS in subscription-based digital fitness coaching, though it also competes in connected equipment.

Direct peers

• Centr: Centr is Chris Hemsworth's fitness, wellness, and nutrition subscription app. Directly comparable to BWS+ as a celebrity/expert-led holistic fitness platform offering training programs, meal plans, and adaptive coaching via subscription.
• Jeff Nippard: Jeff Nippard is a science-based fitness influencer offering hypertrophy programs, coaching, and supplements with strong academic credibility. Highly comparable to Built With Science in creator-led, evidence-based positioning, mix of coaching and supplements, and YouTube-driven content funnel.
• ATHLEAN-X: ATHLEAN-X is Jeff Cavaliere's science-based fitness brand offering training programs, supplements, and digital content built around a kinesiology/physical therapy foundation. Highly comparable to Built With Science in its creator-led, evidence-based positioning and mix of programs + supplements.
• Future: Future is a personalized virtual fitness coaching app that pairs users with dedicated coaches for training and accountability. Directly comparable to BWS+ for the personalized coaching, adaptive programming, and subscription-based delivery to individual fitness enthusiasts.
• Sweat: Sweat is Kayla Itsines' fitness app offering structured training programs and nutrition plans targeted at women. Comparable to BWS for the program-led subscription app model, downloadable content, and creator-led brand with body-transformation focus.
• Noom: Noom is a subscription-based weight loss and behavior change coaching platform with dietitian-led support. Comparable to BWS for the personalized weight-loss coaching, nutrition guidance, and recurring subscription model targeting individual consumers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/jeremyethier
• Facebookfacebook.com/BuiltWithScienceOfficial
• Instagraminstagram.com/jeremyethier
• LinkedInlinkedin.com/company/built-with-science

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 Built With Science