What Prvn Fitness, Llc does

PRVN Fitness, LLC is a Nashville-based, privately held fitness company founded in 2021 that provides CrossFit-style and HYROX-focused training programming, 1:1 coaching, nutrition services, supplements, and performance apparel to competitive and enthusiast athletes. The company is anchored by elite athlete-founders including Tia-Clair Toomey (7x Fittest Woman on Earth) and Shane Orr, the most decorated CrossFit coach, and serves a distributed customer base spanning HYROX competitors, CrossFit athletes, affiliate gym owners, and general fitness enthusiasts. Its commercial footprint extends to 352+ affiliate gyms across 20+ countries on six continents, with subscriber cohorts running seven distinct programs (PRVN Compete at $45/mo, PRVN HYROX PRO and BASE, PRVN60, PRVN GO, PRVN Age Group, and PRVN Español at $25/mo) and 1:1 coaching at $399/mo for fitness, $200/mo for nutrition, and one-time consults of $75-$199.

The technology platform is conventional rather than AI-native: PRVN delivers programming through its iOS and Android mobile applications and integrates with eight-plus third-party gym management platforms including SugarWOD, Wodify, BTWB, StreamFit, Strivee, WodBoard, ChalkIt, and PushPress, with 1:1 coaching powered by TrueCoach. Core product features include year-round 8-week training cycles, daily video briefs, leveled scaling options, race-day prep for HYROX, and personalized programming with movement feedback via video upload. The business extends into proprietary physical goods — PRVN Hydration+ ($39.99), PRVN Multi+ ($44.99), PRVN Sleep ($51.99), and a performance apparel line ($42-$82) — sold direct-to-consumer and through a wholesale program distributed via affiliate gyms.

The go-to-market combines product-led growth (7-day free trials on all programs, self-serve mobile onboarding) with community-led growth (Instagram, YouTube, TikTok, Facebook, Spotify, athlete sponsorships, CrossFit Games and HYROX event coverage). Distribution runs through the PRVN e-commerce storefront, the mobile apps, a global affiliate gym channel, the TrueCoach coaching platform, and a wholesale program to affiliate gyms. The company also operates a flagship physical training facility, PRVN HQ, at 2600 Fessey Park Rd, Nashville, TN. No revenue, funding, or headcount figures have been publicly disclosed, and the company appears to be independently owned with no identified institutional investors.

Name

Prvn Fitness, Llc

Legal name

Prvn Fitness, LLC

Website

https://prvnfitness.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

PRVN Fitness, LLC is a Nashville-based private fitness company founded in 2021 that delivers CrossFit-style and HYROX-specific training programming, 1:1 coaching, nutrition services, supplements, and performance apparel to competitive and enthusiast athletes worldwide through a 352+ affiliate gym network across 20+ countries and direct-to-consumer mobile and e-commerce channels.

Ownership category

akta.pro rank

Product category

Fitness Training & Coaching

NAICS

Fitness and Recreational Sports Centers (71394), Fitness and Recreational Sports Centers (713940)

SIC

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

akta.pro primary industry

Strength & Conditioning / Athletic Performance Training (HSADAEAB)

akta.pro secondary industries

Endurance & Conditioning Coaching (running, cycling, triathlon) (HSADAEAD), Online/Remote Personal Training & Programming (HSADAAAM)

Keywords

• Fitness training programs
• CrossFit programming
• HYROX race training
• Athletic performance supplements
• Sports nutrition coaching

Headquarters

HQ city

Nashville

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, Technology or R&D, Supply Chain, Operations, Infrastructure

Revenue model

1. Training Program Subscriptions: Monthly and annual subscriptions for fitness programming including HYROX, Compete, Age Group, 60, Go, and Español programs. Ranges from $25/month (PRVN60, PRVN Go) to $45/month (PRVN Compete, PRVN HYROX), with annual discounts up to 20%.
2. Affiliate Gym Programming: Gym owners and CrossFit affiliates pay for access to PRVN's programming library, coaching notes, and daily video briefs. Affiliate programming at $150/month via Google Docs or platform integrations.
3. 1:1 Coaching Services: Individualized coaching partnerships at $399/month with personalized programming, ongoing feedback, and strategy. One-time consultation at $75 and pro consult at $199.
4. Nutrition Coaching: Monthly nutrition coaching at $200/month including weekly check-ins, customized plans, progress tracking, and competition fueling strategies. One-time consult at $150.
5. Supplement Sales: Proprietary supplement line including Hydration+, Multi+, and Sleep products sold directly through e-commerce. Price points from $39.99 to $51.99 per product.
6. Performance Apparel: Performance apparel including t-shirts, shorts, jackets, and HYROX-specific gear sold through the e-commerce storefront. Price points from $42 for t-shirts to $82 for jackets.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core offering

PRVN Fitness, LLC provides CrossFit-style and HYROX-specific subscription training programs delivered digitally through mobile apps and the SugarWOD platform, complemented by 1:1 coaching, nutrition coaching, proprietary supplements (Hydration+, Multi+, Sleep), performance apparel, e-books, and affiliate programming distributed to a global network of 352+ gym partners. The company targets competitive and general functional fitness athletes with structured daily programming, race-day preparation, and an in-person training facility at its Nashville headquarters.

Product overview

PRVN Fitness is a comprehensive fitness training platform offering multiple program tiers and complementary product lines. The core offering consists of subscription-based training programs: PRVN COMPETE ($45/month) for competitive athletes, PRVN HYROX PRO and BASE for HYROX-specific training, PRVN60 for time-efficient 60-minute workouts ($25/month), PRVN AGE GROUP for masters/teens athletes, PRVN GO for general fitness, and PRVN ESPAÑOL for Spanish speakers. These are delivered through the PRVN App (iOS/Android) via SugarWOD integration. The platform extends through add-on coaching services (1:1 fitness, HYROX, and nutrition coaching via TrueCoach), affiliate gym programming ($150/month for Google Docs subscription), and HYROX-specific affiliate tracks ($70-150). Complementing digital products are physical goods including PRVN Hydration+ electrolytes, PRVN Multi+ multivitamins, PRVN Sleep supplements, and Performance Apparel. The company also operates PRVN HQ, a flagship training facility in Nashville, TN.

Differentiator

Problem solved

Functional benefit

Products and services

• PRVN HYROX PRO A comprehensive HYROX training program for dedicated athletes and hybrid athletes of all skill levels who want to improve their performance or transition into competitive HYROX racing. Includes daily programming, year-round 8-week training cycles, expert coaching access, and race-day preparation. Delivered via SugarWOD.
• PRVN HYROX BASE A HYROX training program designed for busy athletes who need efficient, structured training without the full commitment of the PRVN HYROX PRO program. Delivered via SugarWOD.
• PRVN COMPETE A comprehensive training program for athletes looking to compete or train at higher volume, with daily programming offering leveled options for every skill level. Priced at $45/month. Delivered via SugarWOD.
• PRVN AGE GROUP Tailored training program with volume and cycles aligned with the teens and masters schedule structure for age-group athletes. Delivered via SugarWOD.
• PRVN60 Fitness training designed to be completed in 60 minutes or less, with detailed outlines, time frames, and coaches notes. Includes minimal and no equipment options. Priced at $25/month. Delivered via SugarWOD.
• PRVN GO General fitness program for lifetime fitness, designed to help athletes of all levels maintain consistent training. Priced at $25/month. Delivered via SugarWOD.
• PRVN ESPAÑOL Spanish-language version of the PRVN COMPETE program translated for LATAM and Spanish-speaking athletes. Priced at $25/month. Delivered via SugarWOD.
• PRVN Affiliate Programming Comprehensive affiliate program for gym owners providing full coaching notes, daily video briefs, leveled scaling options, class prep/coaching cues, wholesale retail opportunities, and affiliate community events. Distributed via Google Docs subscription at $150/month.
• PRVN HYROX Affiliate HYROX-specific programming built for race-ready results and long-term fitness, available as 7-day complete ($150) or 3-day add-on ($70) tracks. Includes strength, conditioning, running, and race-specific work for first-timers to podium chasers.
• PRVN Fitness 1:1 Coaching Elite personalized coaching tailored to individual fitness goals with direct communication with PRVN coaches, custom programming, movement feedback, and ongoing strategy reviews. Priced at $399/month. Delivered via TrueCoach platform.
• PRVN HYROX 1:1 Coaching Elite coaching specifically tailored to HYROX goals for athletes looking to compete at the highest level or elevate their HYROX fitness journey.
• PRVN Nutrition Coaching Personalized nutrition coaching including weekly check-ins, customized nutrition plans, progress tracking, competition fueling strategies, travel nutrition guides, and integration with PRVN training programs. Priced at $200/month or one-time consult at $150.
• PRVN Hydration+ Electrolyte hydration supplement with optimized formula of sodium, potassium, and magnesium. Available in multiple flavors including Lemonade, Peach Mango sticks, Strawberry Kiwi, Bombsicle, and Green Apple. Priced at $39.99 per container.
• PRVN Multi+ Daily multivitamin supplement formulated for athletes. Available in Orange Cream and Tropical Sunrise flavors. Priced at $44.99.
• PRVN Sleep Sleep support supplement with all-natural ingredients to help athletes relax, unwind, and achieve restorative sleep. Available in Hot Chocolate and Peppermint Hot Cocoa flavors. Priced at $51.99.
• PRVN Performance Apparel Athletic performance apparel line including performance tees in multiple colors, shorts, jackets, and HYROX-specific tanks and singlets.
• PRVN E-Books Digital e-book training programs available for purchase through the PRVN e-book program.
• PRVN App Mobile application for accessing PRVN training programs, coaching, and workout tracking. Available on iOS via Apple App Store and Android via Google Play Store.

Quantifiable outcome

• Athletes report significant time improvements in HYROX races (e.g., 'knocked off 7mins' in 3 Pro Indy races)
• +1 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core.

• XenomcoreGTM or Marketing Partner · 1 February 2026PRVN serves as a training brand partner for Xenom, a new functional fitness competition combining HYROX and CrossFit elements. Xenom is dubbed 'The Decathlon of Fitness' with its inaugural event at the Dallas Cowboys' facility. PRVN's involvement positions the brand at the intersection of major functional fitness competitions.
• SugarWODcoreTechnology or IntegrationSugarWOD serves as the primary technology platform for delivering PRVN programming to individual athletes and affiliate gyms. Athletes access workouts, track progress, and communicate with coaches through the SugarWOD marketplace integration.
• TrueCoachcoreTechnology or IntegrationTrueCoach is the technology platform used for 1:1 coaching delivery, enabling video upload, coach-athlete communication, and programming delivery for individual coaching clients.
• CrossFit LLCcoreStrategic or Co-development PartnerCrossFit LLC serves as a licensing partner for Xenom (the functional fitness competition where PRVN is a training brand partner). This positions PRVN at the center of CrossFit's competitive ecosystem through multiple event partnerships.
• RoguecoreOthersRogue serves as the equipment provider for Xenom events. As a training brand partner for Xenom, PRVN benefits from the association with Rogue's equipment standards in functional fitness.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Future: Subscription-based 1:1 personal coaching app pairing consumers with vetted coaches for personalized fitness programming. Overlaps with PRVN's 1:1 fitness coaching tier at the same premium price point and consumer use case.
• Wodify: Gym management and programming platform for CrossFit/functional-fitness affiliates. Wodify both competes with PRVN at the affiliate programming layer and serves as a distribution channel — a near-perfect hybrid competitor/partner peer.
• BTWB (Beyond The Whiteboard): Workout tracking and affiliate programming platform widely used in CrossFit boxes. Comparable to PRVN at the affiliate tier and listed as a partner platform, making it a direct functional peer in PRVN's affiliate distribution stack.
• TrueCoach: 1:1 personal training platform used by independent coaches. PRVN's $399/month 1:1 coaching service is delivered through TrueCoach, making TrueCoach a near-substitute service for the same premium coaching buyer.
• TrainingPeaks: Endurance and performance training platform used by athletes and coaches for structured workout delivery and coaching. Comparable to PRVN's HYROX and endurance-adjacent programming from a structured-training-platform perspective.
• SugarWOD: Primary daily-workout app and programming marketplace for CrossFit and functional-fitness gyms. PRVN delivers core programming through SugarWOD's marketplace, positioning SugarWOD as both infrastructure partner and a closely adjacent competitor in affiliate programming distribution.

Broad incumbents

• CrossFit LLC: The founding organization of the CrossFit training methodology and competition ecosystem (CrossFit Games). PRVN operates as an independent programming brand within CrossFit's broader community and affiliates, making it a smaller, niche-focused peer operating under the same sport ecosystem.

Emerging players

• Freeletics: Digital fitness coaching app offering AI-driven strength and conditioning programming with subscription tiers. Comparable to PRVN's PRVN60 and PRVN Go SKUs as a digital-first strength-and-conditioning subscription product.
• WHOOP: Performance wearable and membership service targeting the same elite functional-fitness and hybrid athlete demographic as PRVN. Competes for the same high-discretionary-income consumer wallet around performance optimization.

Others

• Rogue Fitness: Dominant equipment and apparel brand in the functional-fitness community and a Xenom partner alongside PRVN. While not a programming competitor, Rogue competes for share of athlete apparel and accessories spend and shares PRVN's affiliate and event ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCZnZcxddYCSPCPxDmeUSl9A
• Facebookfacebook.com/prvnhq
• Instagraminstagram.com/prvnfitness
• TikToktiktok.com/@prvnfitness
• LinkedInlinkedin.com/company/prvn-ftness

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Prvn Fitness, Llc