Rebel Health & Performance

What Rebel Health & Performance does

Rebel Health & Performance, operating legally as Rebel Mindfulness, LLC, is a private B2B wellness and performance coaching company founded in 2017 by Lucas G. Irwin and headquartered in Cary, North Carolina. The company delivers live (never pre-recorded) coaching sessions to employee populations at client organizations, covering seven content modules: Work-Life Harmony, Healthy Mind, Navigating Change, Energy Optimization, Peak Productivity, and two Leadership modules. Delivery is virtual by default via Zoom or Microsoft Teams, with in-person workshops, off-sites, and retreats available in higher tiers. Supporting resources include branded tools such as The Sage Page (one-page session summaries), the Path Planner (action workbook), session recordings, and a mobile application offering exercise programs, nutrition tracking, yoga, guided meditations, bridge texts, and habit tracking.

The business model is a tiered subscription sold primarily through direct enterprise field sales. Three partnership tiers are offered: Assembly (shared group coaching from $140/month for teams up to 99), Exclusive (dedicated team coaching at $2,500/month for teams up to 99 with app access), and Signature (fully customized multi-year programs with custom pricing that include in-person components and consulting). Pricing scales by organization size, with bands covering 1-99, 100-250, 251-1,000, 1,001-2,500, and 2,500+ employees; Assembly and Exclusive auto-renew monthly, while Signature agreements typically run 6-24 months. The company is bootstrapped with no external institutional funding, employs 1-10 people, and serves enterprise customers across technology, telecommunications, insurance, retail, luxury, sports, beverage, automotive, and government, including Google, T-Mobile/UScellular, Christian Dior, Allstate, Assurant, AARP, ABB, the US Department of Defense, and others. Go-to-market is supported by website content, SEO, customer testimonials, free online tools, and an organic social presence on LinkedIn and Instagram.

Name

Rebel Health & Performance

Legal name

Rebel Mindfulness, LLC

Website

https://rebelhealth.org

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Corporate Wellness Coaching

NAICS

Professional and Management Development Training (611430)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Corporate/Workplace Wellness Coaching (HSADAGAL)

Keywords

• Employee wellness coaching
• Performance coaching services
• Corporate wellness programs
• Mindfulness training programs
• Leadership development coaching

Headquarters

HQ city

Cary

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Subscription-based Coaching Services: Monthly subscription model with tiered pricing based on organization size and service level. Three tiers: Assembly (shared group sessions starting at $140/month), Exclusive (dedicated team coaching at $2,500/month), and Signature (fully customized programs with custom pricing). Automatic renewal with ability to cancel before renewal date.
2. Custom Program Services: Signature tier includes in-person workshops, consulting, off-site retreats, and private coaching with pricing negotiated based on organization needs and scope.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Rebel Health & Performance delivers live employee wellness and performance coaching programs to organizations through three partnership tiers: Assembly (shared group sessions starting at $140/month), Exclusive (dedicated team coaching at $2,500/month), and Signature (fully customized programming with custom pricing). Sessions are delivered live via Zoom or Microsoft Teams and supported by proprietary tools including the Sage Page guides, Path Planner workbook, Breath Timer, Sleep Timeline Calculator, Max Heart Rate Calculator, and a mobile app with exercise programs, nutrition tracking, yoga, meditations, and habit tracking.

Product overview

Rebel Health & Performance is an employee wellness and performance coaching company offering three main service tiers: Assembly (shared group coaching), Exclusive (tailored coaching for single organizations), and Signature (fully customized programming). The platform delivers live coaching sessions across seven coaching modules covering Work-Life Harmony, Healthy Mind, Navigating Change, Energy Optimization, Peak Productivity, and two Leadership levels. Additional tools include a Breath Timer, Sleep Timeline Calculator, and Max Heart Rate Calculator. All coaching is delivered live (never pre-recorded) via Zoom or Microsoft Teams, with supplementary resources including Sage Pages, Path Planners, session recordings, and premium resources accessible through a mobile app.

Differentiator

Problem solved

Functional benefit

Products and services

• Assembly Partnership Shared group coaching offering where the client organization joins scheduled live group sessions with other organizations, providing access to the same live coaching experience at the lowest price point. Designed for organizations of 1-99 employees seeking affordable employee wellness and personal/professional development programming. Includes weekly meditations and core support materials.
• Exclusive Partnership Dedicated live coaching tailored and delivered exclusively to a single organization, providing interactive Q&A and discussion, premium resources, flexible scheduling, weekly meditations, weekly bridge texts, and mobile app access. Priced at $2,500/month for teams of up to 99 members and supported by Sage Page guides, Path Planner workbooks, and session recordings.
• Signature Partnership Fully customized programming combining in-person coaching, retreats, off-site workshops, private coaching, and consulting for unlimited customization options. Designed for organizations seeking the highest level of personalization, including executive and leadership development engagements on multi-year contracts with custom negotiated pricing.

Quantifiable outcome

• Revenue increased more than 200% year-over-year for T-Mobile/UScellular customer
• +1 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature6 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Wellbeats: Wellbeats sells on-demand fitness, mindfulness, and nutrition content to corporate wellness programs. It overlaps with Rebel Health's Energy Optimization and Healthy Mind modules as a more scalable, content-driven alternative.
• Wellable: Wellable provides corporate wellness programming including challenges, content, and coaching for employers — a smaller, more focused player that competes for the same mid-market wellness buyer with a more technology-led approach.

Direct peers

• Headspace: Headspace offers Headspace for Work, a corporate mindfulness, meditation, and coaching subscription aimed at improving employee wellbeing — overlapping with Rebel Health's mindfulness and Healthy Mind modules at a much larger scale.
• Calm: Calm Business sells a corporate mindfulness, sleep, and mental wellness subscription to HR buyers. While Rebel Health emphasizes live coaching, Calm competes for the same enterprise wellness wallet with similar anxiety, sleep, and resilience themes.
• BetterUp: BetterUp sells enterprise 1:1 and group coaching across leadership, wellness, and performance — directly competing for the same HR/L&D budgets that Rebel Health targets, though delivered through a broader coach network rather than a single founder.

Broad incumbents

• Modern Health: Modern Health provides a global mental health benefit platform combining therapy, coaching, and self-guided content for employers — a broader incumbent with overlap on the coaching and stress-management use cases Rebel Health addresses.
• Spring Health: Spring Health sells precision mental health benefits to employers, including coaching and therapy. It competes in the same employee wellness procurement category and offers a more comprehensive clinical platform than Rebel Health.
• Lyra Health: Lyra Health provides employer-sponsored mental health benefits including therapy, coaching, and self-care resources. It overlaps with Rebel Health on the corporate stress-management and performance coaching buyer.
• Limeade: Limeade is an employee experience platform with a wellbeing and engagement focus, sold to mid-market and enterprise HR teams. It overlaps with Rebel Health on the employee engagement and corporate wellness buyer.
• Virgin Pulse: Virgin Pulse is a large corporate wellbeing platform combining health risk assessments, fitness, and behavioral change programs for enterprise customers — a broad incumbent competing for the same corporate wellness budget.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/rebel-health-org
• Instagraminstagram.com/rebelmindfulness

Compliance3 records

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 Rebel Health & Performance