Witness Protection Program

Name

Witness Protection Program

Legal name

Fitness Protection LLC

Website

https://fitnessprotection.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Running Coaching Services

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Endurance & Running/Cycling Training (HSADAAAG)

akta.pro secondary industries

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

Keywords

• Running coaching
• Heart rate training
• Marathon training plans
• Virtual fitness coaching
• Subscription running programs

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Subscription: Full access monthly subscription at $29/month granting access to all three coaching programs (Maintain, ReBuild, Runner Interrupted), exclusive videos and livestreams, new monthly run and strength plans, weekly Q&A with coaches, weekly podcasts, and daily support in private coach-led Facebook Group.
2. Annual Subscription: 12-month subscription at $319 (equivalent to 11 months paid) offering same full access as monthly subscription with approximately 8% discount for annual commitment.
3. Tiptoe Thru Summer Program: 10-week group program at $175 featuring group text via Signal, tight community setting, weekly Zoom meetups and intention setting sessions, daily journal prompts, and yoga and meditation with Coach Carrie.
4. Merchandise Sales: Sale of branded merchandise including Pajamasana yoga short-sleeved t-shirts at $21 each through the online shop.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels8 records

Core offering

Fitness Protection Program offers subscription-based virtual running coaching for non-professional adult runners, structured around a 140 BPM heart-rate cap methodology on easy effort runs. The core offering bundles four programs (Maintain, (Re)Build, Runner Interrupted, Build) accessible through monthly or annual subscriptions, with workout delivery via TrainingPeaks, daily community support in a private Facebook Group, weekly coach Q&A livestreams, and weekly podcast content.

Product overview

The Fitness Protection Program is a subscription-based virtual coaching platform offering professional running training to non-professional runners. The core offering includes three interconnected programs (Maintain, ReBuild, and Runner Interrupted) accessible through monthly ($29) or annual ($319) subscriptions. A newer program called Build targets new runners establishing fitness habits. The service provides heart-rate-based training, monthly run and strength plans, weekly Q&A sessions, podcast content, and a private coach-led community. A free Tenacious AF Marathon Plan is available as a lead magnet. The platform operates as a web-based service with no public API, relying on human coaches rather than AI-powered features.

Differentiator

Problem solved

Functional benefit

Brands

• Runner, Interrupted™: A comprehensive support program offering daily motivation, connection, and ongoing coach interaction to runners whose journey is temporarily derailed by injury.
• (Re)Build
• Maintain
• Build
• Tenacious AF Marathon Plan

Quantifiable outcome

• Clients have achieved 10 BPM reduction in average running heart rate within first month of training
• +2 more outcomes

Named customers6 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

Feature1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• McMillan Running: Online running coaching service offering personalized training plans, pace calculators, and coach-led programs for runners across performance levels. Comparable business model and target customer base of dedicated but non-professional runners.
• Strava: Subscription fitness platform with social running community, training logs, and structured coaching content. Competes for the same runner attention and subscription dollars with a hardware/app ecosystem Fitness Protection does not match.
• TrainingPeaks: Endurance coaching and workout scheduling platform that Fitness Protection already uses for delivery. Directly comparable as subscription-based endurance training software serving runners, cyclists, and triathletes with structured plans and coach collaboration.
• Nike Run Club: Free structured running coaching app offering guided runs, training plans, and coached programs. Directly comparable as a digital running coaching platform serving non-elite runners, though free rather than subscription-based.
• Carmichael Training Systems: Online endurance coaching company founded by Chris Carmichael offering personalized run and cycling training plans. Comparable subscription/online coaching model targeting non-elite endurance athletes seeking structured guidance.

Broad incumbents

• Garmin Coach: Adaptive running coaching built into Garmin's fitness hardware ecosystem, offering free training plans with HR-based guidance. Comparable on heart-rate-driven endurance coaching but bundled with hardware rather than sold standalone.
• MapMyRun: Under Armour-owned running tracking and coaching app with audio coaching and training plans. Comparable as a digital running subscription serving non-professional runners with similar coach-led content.
• Apple Fitness+: Subscription fitness service with coached running, strength, and mindfulness workouts integrated into the Apple ecosystem. Comparable in delivering coached running sessions to consumers via subscription, but at much broader scale and price point.

Emerging players

• Aaptiv: Audio-based fitness coaching subscription with running, strength, and wellness programs. Comparable subscription model and approachable tone aimed at non-elite exercisers, though broader than running only.
• Runna: AI-driven personalized running coaching app with subscription plans tailored to race goals and fitness levels. Comparable digital running coaching subscription model with a younger, more tech-forward product.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/coachmkfleming
• YouTubeyoutube.com/channel/UCd77010uz3yA0OITmdjettw
• Facebookfacebook.com/FitnessProtectionllc
• Instagraminstagram.com/fitnessprotectionllc
• Pinterestpinterest.com/fitnessprotection
• LinkedInlinkedin.com/company/fitness-protection-program

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 Witness Protection Program