SGP

What SGP does

SGP S.r.l. (operating as SGP, "Selene Genisella Program") is an Italy-based, privately held women's fitness and wellness platform founded in 2015 by Selene Genisella and headquartered in San Giovanni in Persiceto (Bologna) with operations in Milan. The company serves Italian female consumers through two subscription product lines, SGPworkout (flexible home and gym training programs at €40/month, with beginner and advanced tiers, 20-60 minute sessions, 3-4 workouts per week, and seasonal variants such as the Summer Edition) and SGPnutrition (personalized meal plans authored by registered biologists/nutritionists, including monthly check-ins, at €75/month), both delivered via a freemium progressive web application (app.sgprogram.it) accessible on iOS, Android, and desktop browsers. The technology stack is a web/PWA frontend backed by Firebase for analytics, Google Analytics and Google Ads for remarketing, SalesManago for email automation, Zendesk for support, CloudFlare for CDN/security, and PayPal plus SISAL prepaid cards for payments; 300+ workout videos and an integrated library of stretching, meditation, circulation, and podcast content sit behind the subscription paywall. Revenue mechanics combine recurring subscriptions (1-, 3-, 6-, and 12-month plans with discounts on longer commitments, no auto-renewal on workout) with one-time sales of proprietary fitness equipment (resistance bands, ankle weights, sliders, mats, yoga blocks, the SGPkit bundle), branded merchandise, and gift cards (€10-€1,000). Distribution is direct-to-consumer through sgprogram.it, complemented by 10 corporate welfare platform partnerships (Eudaimon, Edenred, Pellegrini, Welfarebit, WTW, Assiteca, and others) that allow employees to use employer benefits to purchase SGP subscriptions; physical product shipping is restricted to Italy and San Marino. The community-led growth model is anchored by 400,000+ women served since 2018, 35,000-40,000+ active community members, dedicated Facebook groups, and the founder's personal brand across Instagram, Facebook, and Spotify.

Name

SGP

Legal name

SGP S.r.l.

Website

https://sgprogram.it

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

SGP is an Italian women's fitness and wellness platform offering subscription workout programs (SGPworkout, €40/month) and personalized nutrition plans (SGPnutrition, €75/month), plus fitness equipment and merchandise, distributed via its web app, e-commerce site, and corporate welfare platform partnerships.

Ownership category

akta.pro rank

Product category

Women's Fitness and Wellness

NAICS

Fitness and Recreational Sports Centers (713940), Diet and Weight Reducing Centers (812191)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industry

General Nutrition Coaching (HSADAFAA)

Headquarters

HQ city

San Giovanni In Persiceto

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. SGPworkout Subscriptions: Recurring subscription revenue from workout program access via app. Plans available in 1-month, 3-month, 6-month, and 12-month durations. Home and Gym versions with beginner and advanced levels.
2. SGPnutrition Subscriptions: Recurring subscription revenue from personalized nutrition plans managed by professional nutritionists. Includes monthly check-ins, customized recipes, and direct nutritionist support. Plans from 1 to 12 months.
3. Fitness Equipment and Tools: One-time sales of workout equipment including elastic bands, ankle weights, yoga blocks, sliders, yoga mats, and complete workout kits. Physical products shipped within Italy.
4. Merchandise and Lifestyle Products: Branded merchandise including water bottles, bags, t-shirts, necklaces, candles, notebooks, posters, and caps. One-time purchase items with gift card option available (10-1000 EUR).
5. Gift Cards: Digital gift cards with flexible denominations from 10 EUR to 1000 EUR, valid for one year, redeemable for all products and subscriptions in the SGP e-commerce.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

SGP sells women's fitness and wellness programs through subscriptions to SGPworkout (home-based training programs delivered via the SGP App) and SGPnutrition (personalized meal plans customized to user biotype and goals). The offerings are bundled with branded fitness equipment (resistance bands, ankle weights, yoga blocks, sliders, mats, and equipment kits) and lifestyle merchandise, and are also distributed through Italian corporate welfare platforms as an employee benefit (Welfare SGP).

Product overview

SGP (Selene Genisella Program) is a fitness and wellness platform for women, combining workout programs, personalized nutrition, and personal development. The core offerings are SGPworkout (training videos and plans for home or gym) and SGPnutrition (personalized meal plans from a biologist nutritionist), both delivered through a web application accessible via browser. The platform operates on a subscription model with workout plans starting at €40/month and nutrition plans from €75/month. SGP also sells proprietary fitness equipment (resistance bands, ankle weights, yoga blocks, sliders, mats) and branded merchandise (apparel, drinkware, candles, journals, posters). The company offers corporate welfare integration with 10 major Italian welfare platforms.

Differentiator

Problem solved

Functional benefit

Brands

• SGPworkout: Flexible workout program for women featuring home and gym options, targeting inflammation reduction and body recomposition.
• SGPnutrition
• SGP App

Products and services

• SGPworkout Subscription-based home workout program for women, delivered through the SGP App, featuring video workouts, structured training plans, progress tracking, and community access. Designed for sustainable body recomposition using the proprietary SGP method and supporting branded fitness equipment.
• SGPnutrition Subscription-based personalized nutrition planning service for women, providing customized meal plans based on user biotype, goals, and preferences. Includes weekly grocery lists, recipe collections, and nutrition guidance aligned with the SGP training methodology.
• SGP App Proprietary Progressive Web Application and native mobile app (iOS/Android) that serves as the delivery platform for SGPworkout and SGPnutrition content. Provides streaming of workout videos, nutrition plan access, progress tracking, and community features for SGP members.
• Welfare SGP Corporate welfare channel offering that enables Italian companies to provide SGPworkout and SGPnutrition access as an employee benefit through partnership with Italian corporate welfare platform providers.
• Set 3 Elastici (Resistance Band Set) Set of three resistance bands branded for SGP workout programs; used for home-based strength training within the SGP method.
• Cavigliere (Ankle Weights) Branded ankle weights for lower-body resistance training integrated with the SGP workout programs.
• Tappetino (Fitness Mat) Branded fitness mat for floor-based exercises within SGP home workout programs.
• Slider Branded sliding discs used for core, glute, and lower-body exercises within SGP workout programs.
• Blocco Yoga (Yoga Block) Branded yoga block for stretching, mobility, and assisted exercises used in SGP workouts.
• Elastico con Maniglie (Resistance Band with Handles) Branded resistance band with handles for upper-body and full-body resistance exercises in SGP programs.
• SGP Mini Kit Bundled starter kit of essential SGP-branded fitness equipment for women beginning the home workout program.
• SGPkit Comprehensive bundled set of SGP-branded fitness equipment for the full home workout experience.
• Borraccia SGPgirl (Water Bottle) Branded SGPgirl aluminum water bottle for hydration during workouts and daily use.
• Tazza (Ceramic Mug) Branded SGPgirl ceramic mug for lifestyle merchandise.
• Mini Bag SGPgirl Branded SGPgirl mini bag for carrying gym or everyday essentials.
• T-shirt SGPgirl Branded SGPgirl t-shirt as branded apparel merchandise for the community.
• Collanina (Necklace) Branded SGPgirl necklace as lifestyle merchandise.
• Diario (Journal) Branded SGPgirl journal/diary for tracking training and nutrition progress.
• Candela White Flower Relax Branded scented candle in the White Flower Relax fragrance as part of the SGP lifestyle merchandise line.
• Candela Sensuale Incanto Branded scented candle in the Sensuale Incanto fragrance as part of the SGP lifestyle merchandise line.
• Candela Ocean Dreams Branded scented candle in the Ocean Dreams fragrance as part of the SGP lifestyle merchandise line.
• Poster "Sogni Disciplina Obiettivi" Branded motivational poster featuring the SGP mantra "Sogni, Disciplina, Obiettivi" (Dreams, Discipline, Goals) as lifestyle merchandise.
• Gift Card Digital gift card redeemable across the SGP e-commerce site for products, subscriptions, or merchandise; available in multiple denominations.

Quantifiable outcome

• Over 400,000 women helped achieve and maintain their fitness goals since 2018
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered minor.

• EudaimonminorChannel Partner/ Reseller/ Distributor · 18 November 2024Corporate welfare platform partnership allowing employees to use employer-provided welfare credits to purchase SGP subscriptions and services. SGP is convenzionata (affiliated) with Eudaimon as one of 10 welfare platform partners.
• EdenredminorChannel Partner/ Reseller/ Distributor · 18 November 2024Corporate welfare platform partnership allowing employees to use employer-provided welfare credits to purchase SGP subscriptions and services.
• DoubleyouminorChannel Partner/ Reseller/ Distributor · 18 November 2024Corporate welfare platform partnership allowing employees to use employer-provided welfare credits to purchase SGP subscriptions and services.
• HappilyminorChannel Partner/ Reseller/ Distributor · 18 November 2024Corporate welfare platform partnership allowing employees to use employer-provided welfare credits to purchase SGP subscriptions and services.
• JointlyminorChannel Partner/ Reseller/ Distributor · 18 November 2024Corporate welfare platform partnership allowing employees to use employer-provided welfare credits to purchase SGP subscriptions and services.
• Well-WorkminorChannel Partner/ Reseller/ Distributor · 18 November 2024Corporate welfare platform partnership allowing employees to use employer-provided welfare credits to purchase SGP subscriptions and services.
• WTWminorChannel Partner/ Reseller/ Distributor · 18 November 2024Corporate welfare platform partnership allowing employees to use employer-provided welfare credits to purchase SGP subscriptions and services.
• WelfarebitminorChannel Partner/ Reseller/ Distributor · 18 November 2024Corporate welfare platform partnership allowing employees to use employer-provided welfare credits to purchase SGP subscriptions and services.
• PellegriniminorChannel Partner/ Reseller/ Distributor · 18 November 2024Corporate welfare platform partnership allowing employees to use employer-provided welfare credits to purchase SGP subscriptions and services.
• AssitecaminorChannel Partner/ Reseller/ Distributor · 18 November 2024Corporate welfare platform partnership allowing employees to use employer-provided welfare credits to purchase SGP subscriptions and services.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Noom: Noom is a subscription weight-management and nutrition coaching platform with personalized meal plans and human coaching. Comparable to SGPnutrition's offering of customized plans plus ongoing nutritionist support, though Noom leans more clinical/psychological in approach.
• Lifesum: Lifesum provides personalized nutrition plans, meal tracking, and integrated workout guidance via a subscription app. It overlaps with SGPnutrition's personalized meal planning plus wellness content, targeting similar female health-and-wellness consumers.
• Freeletics: Freeletics delivers AI-driven personalized training and nutrition coaching via a subscription mobile app. Like SGP, it combines coach-led workout programming with optional nutrition guidance, targeting consumers seeking flexible home-based training.
• BetterMe: BetterMe offers personalized workout and nutrition programs via subscription app, with a strong focus on women's wellness and body recomposition. It competes directly with SGP's integrated workout + nutrition proposition, targeting similar female personas at similar price points.

Emerging players

• FitOn: FitOn is a free/freemium workout video app offering on-demand classes across multiple categories. Comparable to SGPworkout's video content model, though without the female-specific positioning, integrated nutrition, or community depth that SGP emphasizes.
• MyFitnessPal: MyFitnessPal is a leading nutrition and calorie-tracking app with a freemium subscription model. It is a partial competitor to SGPnutrition's personalized meal planning, with overlap on the nutrition-tracking segment but without SGP's workout integration or female-specific methodology.
• Headspace: Headspace is a subscription meditation and mental wellness app that overlaps with SGP's meditation, stretching, and personal growth content. Comparable on the wellness/mindset layer of SGP's offering but not a direct competitor in workouts or personalized nutrition.

Broad incumbents

• Apple Fitness+: Apple Fitness+ is a subscription workout and meditation video service integrated into the Apple ecosystem. It is broadly comparable to SGPworkout's video and wellness content but lacks SGP's personalized nutrition offering and female-specific positioning.
• Peloton: Peloton delivers connected fitness through hardware + subscription with live and on-demand workout classes. Comparable to SGPworkout's video-based subscription model, though Peloton centers on equipment ownership and a much broader (non-female-specific) audience.
• Nike Training Club: Nike Training Club is a free, broad-based fitness app offering workout videos across strength, yoga, and mobility. It overlaps with SGPworkout's video training library but offers no integrated personalized nutrition and lacks the female-specific methodology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SGProgram
• Instagraminstagram.com/selenegenisella
• LinkedInlinkedin.com/company/sgprogram

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 SGP