Oh Baby! Fitness

What Oh Baby! Fitness does

Oh Baby! Fitness is a privately held LLC founded in 2005 in Atlanta, Georgia, that specializes in pre/postnatal fitness education. The company trains fitness instructors and medical/birth professionals to safely guide pregnant and postpartum women through exercise, and has certified over 2,000 instructors across all 50 US states and 44 countries while training over 25,000 pregnant and new mothers. Its core product is the Pre & Postnatal Fitness Certification, an 18-module self-paced online course priced at $185 and accredited for CEUs/CECs by ACE, AFAA, ISSA, NASM, and DONA International. The product portfolio is organized into three layers: professional courses (the flagstone certification plus a $50 medical/birth professional workshop), ten modular instructor training courses spanning Pilates, yoga, toning, water aerobics, stroller workouts, and a labor-pushing workshop priced at $99-$130 each, and consumer-facing mobile apps (Pregnancy Weekly Workout, Mom & Baby Weekly Workout, How to Push Your Baby Out) available on iOS at $1.99.

The underlying technology is a video-based online learning management system delivering self-paced certification and instructor training, with a worldwide instructor directory (2,000+ entries, free basic listing plus $49/year premium subscription) that doubles as a customer acquisition channel connecting certified instructors to expectant and new mothers. Revenue is generated primarily through one-time course and certification sales (per-student pricing), supplemented by live in-person and virtual 6-8 hour group certification workshops delivered at hospital and gym facilities (custom-priced, e.g., $250/person at Chelsea Piers), annual directory subscriptions, and mobile app unit sales. Go-to-market is sales-led and event-driven: courses are sold directly through the company website on a self-serve basis to individual professionals, while live workshops are sold to enterprise buyers such as Northside Hospital System, Cleveland Clinic, Swedish Hospitals, and the American College of Nurse-Midwives. The company is entirely founder-owned by CEO Clare Schexnyder (former 17-year CNN producer) and COO Kathleen Donahoe (MBA), with 1-10 employees and no external institutional investors.

Name

Oh Baby! Fitness

Legal name

Oh Baby! Fitness LLC

Website

https://ohbabyfitness.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Oh Baby! Fitness is a privately held, founder-owned fitness education company that trains fitness and medical professionals to deliver pre/postnatal exercise classes, with 2,000+ certified instructors across 50 US states and 44 countries.

Ownership category

akta.pro rank

Product category

Prenatal and Postnatal Fitness Education

NAICS

Educational Support Services (61171), Educational Services (61)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Pre/Postnatal Personal Training (HSADAAAH)

akta.pro secondary industries

Pre/Postnatal Group Fitness (HSADABAJ), Prenatal & Postnatal Yoga/Pilates (HSADACAD), Online/Remote Personal Training & Programming (HSADAAAM), Small-Group Personal Training (Semi-Private) (HSADAAAN), Fitness & Exercise Training Education (Strength, Cardio, Mobility) (EDAAAHAB)

Keywords

• Prenatal fitness training
• Postnatal exercise certification
• Perinatal fitness education
• Instructor certification courses
• Pre/postnatal fitness workshops

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Certification Course Sales: Primary revenue from Pre & Postnatal Fitness Certification at $185 per student, including online exam and instructor directory listing.
2. Instructor Training Course Sales: Individual class-type instructor training videos sold for $99-$130 per course, including Pregnancy Pilates ($99), Mom & Baby Pilates ($130), and other specialized workouts.
3. Medical Professional Workshop: 90-minute online workshop for medical and birth professionals at $50, with CEU eligibility.
4. Premium Instructor Directory Listing: Annual subscription at $49/year for premium profile pages with biography, photos, services, and contact information.
5. Live Group Certification Workshops: In-person and virtual 6-8 hour certification workshops booked by facilities, with customizable content for hospital and gym staff.
6. Mobile App Sales: Pregnancy Weekly Workout app sold for $1.99 in the App Store.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Oh Baby! Fitness sells an online Pre & Postnatal Fitness Training Certification ($185) and a 90-minute Medical & Birth Professionals Perinatal Workshop ($50) to fitness trainers, medical, and birth professionals, supported by 10 specialized class-type instructor training courses. It also delivers 6-8 hour live group certification workshops on-site at gyms and hospitals, three iOS consumer mobile apps for pregnancy and postpartum workouts, and a worldwide directory of certified instructors. The combined curriculum is aligned with ACOG guidelines and provides CEU/CEC credits through ACE, AFAA, ISSA, NASM, and DONA International.

Product overview

Oh Baby! Fitness is a fitness education company offering a comprehensive suite of perinatal exercise training products and services. The core offering is the Pre & Postnatal Fitness Training Certification ($185), a self-guided online course covering exercise from conception to 6 months postpartum. This is supplemented by a Medical & Birth Professionals Perinatal Fitness Workshop ($50, 90 minutes). The product portfolio includes 10 specialized instructor training video courses covering pregnancy and postpartum exercise modalities (Pilates, Yoga, Toning, Water Aerobics, Stroller Workout, and Labor Pushing Workshop). The company also offers Live Training Group Certification Workshops (6-8 hours, in-person or online) for facilities. Consumer-facing products include 3 mobile apps (Pregnancy Weekly Workout at $1.99, Mom & Baby Weekly Workout, and How to Push Your Baby Out). An Instructor Directory connects certified specialists with clients, with Premium Listings available for $49/year. All courses include continuing education credits from ACE, ISSA, NASM, AFAA, and DONA International.

Differentiator

Problem solved

Functional benefit

Products and services

• Pre & Postnatal Fitness Training Certification Self-guided online certification course ($185) training medical, birth, and fitness professionals on the latest recommendations and guidelines for perinatal fitness, covering conception through 6 months postpartum. Includes photos, illustrations, videos, online exam, and continuing education credits.
• Medical & Birth Professionals Perinatal Fitness Workshop 90-minute online workshop ($50) for medical, birth, and fitness professionals covering safe pre/postnatal abdominal exercises, pelvic floor health, pushing technique for labor and delivery, and ACOG guidelines. Available for CEUs.
• Live Group Certification Workshops In-person or online live 6-8 hour certification workshops tailored for facilities, covering ACOG guidelines, hands-on demonstrations, and practical tips for training pregnant and postpartum populations. Custom pricing per facility and group size.
• Worldwide Instructor Directory Online directory of certified Oh Baby! Fitness Pre/Postnatal Exercise Specialists allowing expectant and new mothers to find certified instructors by location for classes or personal training sessions.
• Premium Instructor Directory Listing Annual subscription ($49/year) for certified instructors providing dedicated profile pages including biography, services, contact info, website, photo gallery, and hours of operation.
• Pregnancy Weekly Workout App iOS mobile app ($1.99) providing a specific exercise for every week of pregnancy from first trimester through labor, combining Pilates, yoga, and strength training exercises.
• Mom & Baby Weekly Workout App iOS mobile app providing postpartum exercises for every week after birth through 6 months postpartum, targeting specific areas for safe and effective post-baby body strengthening.
• How to Push Your Baby Out App iOS mobile app teaching the special breathing technique for pushing during labor, which muscles to use and relax, and how to practice for childbirth.

Quantifiable outcome

• Trained over 25,000 pregnant women and new moms
• +2 more outcomes

Named customers5 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

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Northside Hospital SystemcoreStrategic or Co-development PartnerCurrent partner client receiving live certification trainings and consulting for hospital staff on perinatal fitness programming. Northside Hospital system partners with Oh Baby! Fitness to ensure their wellness center staff is trained in safe pre/postnatal exercise.
• Cleveland CliniccoreStrategic or Co-development PartnerPartner client for live certification trainings. Cleveland Clinic works with Oh Baby! Fitness to train their staff in perinatal fitness best practices.
• Swedish HospitalscoreStrategic or Co-development PartnerPartner client for live certification trainings. Swedish Hospitals partners with Oh Baby! Fitness for staff education on pre/postnatal exercise.
• American College of Nurse-Midwives (ACNM)coreStrategic or Co-development PartnerLeading partner in the mom/baby friendly hospital network; ACNM members receive CEU credits through Oh Baby! Fitness certification programs.
• American Council on Exercise (ACE)coreOthersACE is an approved continuing education provider. Fitness professionals earn 1.0 CECs upon completing the Pre & Postnatal Fitness Certification.
• Aerobics and Fitness Association of America (AFAA)coreOthersAFAA is an approved continuing education provider. Fitness professionals earn 8 CEUs upon completing the Pre & Postnatal Fitness Certification.
• International Sports Science Association (ISSA)coreOthersISSA is an approved continuing education provider. Fitness professionals earn 8 CEUs upon completing the Pre & Postnatal Fitness Certification.
• National Academy of Sports Medicine (NASM)coreOthersNASM is an approved continuing education provider. Fitness professionals earn 0.8 CECs upon completing the Pre & Postnatal Fitness Certification.
• DONA InternationalcoreOthersDONA International is an approved continuing education provider for birth professionals. Doulas earn 8.5 CECs upon completing the Pre & Postnatal Fitness Certification.
• Chelsea Piers FitnessminorChannel Partner/ Reseller/ DistributorHost venue for live 1-day certification workshop in New York, NY on October 7, 2023. Oh Baby! Fitness delivered in-person training to Chelsea Piers Fitness employees.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• American Council on Exercise (ACE): ACE is a top-tier generalist fitness certification body that accredits OBF's courses for CEUs and could itself expand perinatal content, representing an incumbent threat and adjacent education peer.
• National Academy of Sports Medicine (NASM): NASM is a major incumbent personal training certification body that accredits OBF for CECs and competes in the broader fitness education market with its own specializations.

Direct peers

• Girls Gone Strong: Girls Gone Strong provides women's fitness specialist certification with pre/postnatal content, targeting personal trainers and group instructors in an overlapping professional segment with OBF.
• Fit2b: Fit2b focuses on diastasis-recti-safe and pre/postnatal exercise training including instructor certification, overlapping with OBF on pregnancy-safe fitness content and instructor training products.
• FIT4MOM: FIT4MOM is the largest pre/postnatal fitness franchise in the US running stroller fitness, prenatal, and postpartum classes; they overlap with OBF in training instructors to teach the same mom and baby populations.
• Stroller Strides: Stroller Strides is a stroller fitness class franchise for new moms with corresponding instructor certification, directly competing in the mom & baby outdoor workout category that OBF trains instructors for.
• MamasteFit: MamasteFit provides pre/postnatal fitness instructor training and certification directly competing with OBF's flagship offering for the same fitness professional and birth professional customer base.
• Baby Boot Camp: Baby Boot Camp is a stroller-based fitness franchise for new moms with instructor training programs, directly competing with OBF in mom & baby and stroller workout categories.
• Knocked-Up Fitness: Knocked-Up Fitness offers pre/postnatal personal trainer certification and resources, directly competing for the same instructor customer and serving similar mom and birth professional segments as OBF.

Emerging players

• Bump Method: Bump Method is a smaller pre/postnatal fitness brand and instructor training provider; emerging overlap with OBF on the same niche audience but with more limited catalog and distribution today.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/ohbabyfitness
• YouTubeyoutube.com/user/ohbabyfitness
• Facebookfacebook.com/ohbabyfitnessUSA
• Instagraminstagram.com/ohbabyfitness
• LinkedInlinkedin.com/company/oh-baby-fitness

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 Oh Baby! Fitness