What btwb does

btwb (Beyond The Whiteboard), founded in 2007 and operating as BTWB, LLC in California, provides an all-in-one gym management and workout tracking platform purpose-built for CrossFit affiliates and individual functional-fitness athletes. The product unifies member billing, class scheduling, digital waivers, embeddable web widgets, financial reporting, and workout logging into a single subscription, with optional macro/nutrition tracking, a workout timer (Tempus) with Apple Watch heart-rate support, and a wireless in-gym TV display (WODScreen) cast via Google Chromecast. The platform is delivered as native iOS and Android apps, a web application, and Chromecast-compatible display surfaces.

The technology stack is cloud-based with a data flywheel driven by 100+ million logged workout results, which powers the 2024-launched AI Planner and AI Logger features that generate and parse CrossFit-style programming. btwb integrates with MindBody (member sync with whitelist/blacklist), Mailchimp (email automations), and Google Chromecast (display), and resells third-party affiliate programming from elite CrossFit coaches under the Mayhem (Rich Froning), PRVN, and Linchpin brands. The app has 1.4k App Store ratings at 5 stars and is described as 'trusted for over a decade by hundreds of thousands of users.'

btwb runs a dual-sided subscription model with no disclosed external funding. Individual athletes pay $9.99/month or $99/year (7-day free trial). Gyms pay tiered monthly subscriptions ranging from $15 (up to 5 athletes) to $250 (201+ athletes) on a 30-day free trial. An additional WOD Concierge service ($225-$600/month by workouts-per-day) extends the model into light professional services, and Linchpin Gym programming is resold at $85/month per gym. Distribution is product-led and community-led: self-serve signup via mobile app stores and btwb.com, with demo booking for gyms, and growth driven by endorsements from elite CrossFit athletes and word-of-mouth within the CrossFit affiliate network.

Name

btwb

Legal name

BTWB, LLC

Website

https://btwb.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

btwb (Beyond The Whiteboard) provides an all-in-one gym management and workout tracking platform for CrossFit affiliates and individual functional-fitness athletes, combining member billing, class scheduling, AI-powered workout programming, nutrition tracking, and Chromecast TV displays under a tiered subscription model.

Ownership category

akta.pro rank

Product category

Gym Management and Workout Tracking Software

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Functional Fitness / Cross-Training Groups (HSADABAH)

akta.pro secondary industries

Online/Remote Personal Training & Programming (HSADAAAM), HIIT & Circuit Bootcamps (HSADABAA), Strength & Conditioning Bootcamps (HSADABAB)

Keywords

• Workout tracking software
• Gym management platform
• CrossFit affiliate software
• Fitness analytics tools
• Nutrition tracking app

Headquarters

HQ city

Not specified

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Individual Subscriptions: Monthly or annual subscription for individual athletes to track workouts, log results, and access analytics. $9.99/month or $99/year with 7-day free trial.
2. Gym Management Subscriptions: Tiered monthly subscription for CrossFit gyms based on member count. Ranges from $15/month (up to 5 athletes) to $250/month (201+ athletes). Includes 30-day free trial.
3. WOD Concierge Service: Optional premium service where btwb enters gym's custom programming into calendar. Priced at $225/month (up to 3 workouts/day), $375/month (up to 6 workouts/day), $600/month (up to 10 workouts/day).
4. Coaching Program Subscriptions: Affiliate programming from top CrossFit coaches (Mayhem, PRVN, Linchpin) sold through btwb platform. Includes Linchpin at $85/month for gym owners.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

btwb (Beyond The Whiteboard) provides a cloud-based fitness tracking and gym management platform serving the CrossFit community. The core offering is split into two subscription products: an Individual Workout Tracking app for athletes to plan, log, and analyze workouts, and a Gym Management System for CrossFit affiliate box owners that handles member billing, class scheduling, programming, reservations, and financial reporting. The platform is augmented with AI-powered workout planning and logging, macronutrient tracking, WODScreen TV display via Chromecast, and turnkey affiliate programming subscriptions from elite CrossFit coaches.

Product overview

btwb (Beyond The Whiteboard) is an all-in-one gym management and workout tracking platform. The core offering consists of two main products: the Individual Workout Tracking app for personal fitness tracking and the Gym Management System for gym owners. Key features include WODScreen for TV display casting, Macros for nutrition tracking, Tempus for workout timing with Apple Watch integration, Community features (Squads, badges, activity feeds), and AI-powered features including AI Planner and AI Logger. btwb also offers third-party programming integrations including Linchpin Gym, PRVN Affiliate, and Mayhem Affiliate programming, plus a WOD Concierge programming entry service. The platform integrates with MindBody for member sync and Mailchimp for email marketing.

Differentiator

Problem solved

Functional benefit

Products and services

• btwb Gym Management System All-in-one gym management platform for CrossFit affiliate owners combining workout tracking with member billing, class scheduling, tracking and reservations, digital waivers, embeddable class schedule and workout widgets, Mailchimp email marketing integration, MindBody member sync, and financial reporting. Priced via tiered monthly subscriptions from $15/month (up to 5 athletes) to $250/month (over 200 athletes), with a 30-day free trial.
• btwb Individual Workout Tracking Mobile and web workout tracking app for individual CrossFit and functional fitness athletes to plan, log, and analyze workout results. Includes workout briefs, movement demos, fitness level ratings (1-100), imbalance detection, training days analytics, badges, activity feeds, macronutrient tracking, and Squads community features. Priced at $9.99/month or $99/year with a 7-day free trial.
• Mayhem Affiliate Programming Subscription-based gym programming product featuring CrossFit Mayhem's training content, authored by Rich Froning (9x CrossFit Games Champion) and led by Darren Hunsucker (winningest coach in CrossFit history). Programming is automatically added to subscribing affiliate gym calendars each week. Targeted at CrossFit box owners who want elite, turnkey programming.
• PRVN Affiliate Programming Subscription-based affiliate gym programming from PRVN Fitness focused on preparing and motivating coaches to train GPP (General Physical Preparedness) community athletes. Includes 60-minute session plans 6 days a week with specific guidance, technique points, progressive weightlifting, consistent strength sessions, skill progressions, warm-ups, mobility, and optional accessory exercises.
• Linchpin Gym Programming Subscription-based gym programming from Pat Sherwood's CrossFit Linchpin, offered to gym owners at $85/month with no long-term commitment. Includes detailed warm-ups, 5 different daily workout options (Rx'd, Wild Card, Scaled, Limited Equipment, No-Equipment), goal times, demo videos, optional accessory work, cool down, and detailed lesson plans designed to let gym owners focus on members and business.
• WOD Concierge Premium service in which btwb staff manually enter a gym's custom workout programming into the gym's btwb calendar. Available in three tiers: $225/month for up to 3 workouts per day, $375/month for up to 6 workouts per day, and $600/month for up to 10 workouts per day, with one free month for new subscribers. Targets gym owners who outsource programming data entry.

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability3 records

Feature9 records

Partnerships

Five partnerships are on record, tiered core and minor.

• CrossFit Mayhem (Mayhem Nation LLC)coreStrategic or Co-development Partnerbtwb partners with Mayhem Nation LLC, d/b/a CrossFit Mayhem, to provide Rich Froning's gym programming through the btwb platform. Rich Froning is a 9x CrossFit Games Champion and Darren Hunsucker leads coaching. The programming is automatically added to affiliate gym calendars weekly.
• PRVN FitnesscoreStrategic or Co-development PartnerPRVN Affiliate program provides GPP (General Physical Preparedness) community programming built on knowledge of elite and everyday athletes. Designed to prepare and motivate coaches for every session with thoughtful warm-ups, weightlifting progressions, and mobility.
• CrossFit Linchpin (215 Enterprises, Inc.)coreStrategic or Co-development PartnerPat Sherwood's Linchpin Gym programming offered through btwb. Known for fun, effective workouts with scaling options. Gym owners subscription delivers 7 days/week programming with detailed lesson plans reviewed by Level 4 CrossFit Coach.
• MindBodycoreTechnology or IntegrationMindBody integration provides member sync between platforms. Gyms can automatically add/remove btwb members based on MindBody subscription status. Includes whitelist/blacklist functionality for member management.
• CrossFit, Inc.minorOthersPursuant to agreement with CrossFit, Inc., btwb may share anonymized user behavior data. CrossFit may publish reports about user behavior. No personal identifying information or financial data is shared.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Mindbody: Mindbody is the dominant broad-based gym and studio management platform with billing, scheduling, and member apps. btwb integrates with Mindbody (member sync) rather than competing head-on, positioning Mindbody as the broader incumbent btwb layers on top of for CrossFit-specific functionality.
• ABC Fitness Solutions: ABC Fitness (formerly ABC Ignite) is a large, well-capitalized gym management platform serving fitness chains and studios globally. It represents a potential consolidator or bundling threat to btwb in the broader gym management category.
• ClubReady: ClubReady is a fitness club management platform focused on boutique and franchise gyms with billing, scheduling, and member engagement tools. It competes for the same gym-operator wallet as btwb, though with less depth in CrossFit-specific workout tracking.
• Zen Planner: Zen Planner provides gym and fitness studio management software including scheduling, billing, and member management. It serves a similar SMB fitness customer base as btwb but with broader positioning outside CrossFit.

Direct peers

• TrainHeroic: TrainHeroic provides programming, workout tracking, and coaching tools for strength and conditioning athletes and gyms. It overlaps with btwb's affiliate programming and individual athlete tracking offerings, particularly for non-CrossFit functional fitness.
• Wodify: Wodify is a leading CrossFit-focused gym management platform providing class scheduling, performance tracking, billing, and member engagement. It is named alongside SugarWOD as a direct import competitor, indicating it serves the same CrossFit affiliate gym segment as btwb.
• SugarWOD: SugarWOD is the most direct competitor to btwb in CrossFit/functional fitness gym management, offering workout tracking, programming, and community features explicitly for affiliate boxes. btwb even references SugarWOD as a data-import source, underscoring direct overlap in target customer and product.
• PushPress: PushPress offers gym management software (billing, scheduling, member apps) and has expanded into performance tracking, competing with btwb in the broader functional fitness and boutique gym segment with a heavier billing/marketing automation stack.

Emerging players

• MyFitnessPal: MyFitnessPal is a leading consumer nutrition tracking app with a much larger food database and user base than btwb's macro module. It overlaps with btwb's Macros feature on the nutrition side but lacks the workout tracking and gym management components.

Regional players

• Glofox: Glofox is a gym and studio management platform with strong presence in Europe, Australia, and emerging markets. It competes with btwb for boutique and functional fitness gym operators internationally, though btwb has limited disclosed international footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/btwb
• YouTubeyoutube.com/user/btwbmedia
• Facebookfacebook.com/btwbapp
• Instagraminstagram.com/btwbapp
• LinkedInlinkedin.com/company/btwb

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 btwb