FITIQ LTD

What FITIQ LTD does

FITIQ LTD operates fitIQ, a cloud-based SaaS performance analytics platform built for endurance and performance coaches who manage rosters of athletes wearing connected devices such as WHOOP and Garmin. The product aggregates biometric data including recovery, HRV, sleep, strain, and resting heart rate from multiple wearable platforms via OAuth integrations, normalizes that data into a single unified dashboard, and overlays an AI Co-Coach ("IQ") that monitors every athlete 24/7, surfaces cross-metric anomalies, drafts check-in summaries, and answers natural-language queries from coaches. Underlying technology is a serverless-leaning stack: Supabase for database, authentication, and row-level security; Vercel for application hosting; Cloudflare for background job processing and wearable data synchronization; and OpenRouter as an AI model router that dispatches to large language model providers (Google, Anthropic, OpenAI). The stack is multi-tenant SaaS with no proprietary model training and no public developer API.

The company sells on a single per-athlete subscription of $5/client/month with no feature tiers or usage gates, supported by a 14-day free trial that requires no credit card and an optional "Request a demo" sales motion for larger teams. Its primary customer segment is endurance coaches managing 10-50+ athletes; a secondary segment is individual athletes who want deeper analysis than native wearable apps provide. GTM is product-led growth: self-serve registration at teams.fitiq.io and app.fitiq.io, content-led SEO (articles on fitIQ.io covering WHOOP strain, data export guides, and product announcements), coach-athlete referral virality, and minimal paid advertising. According to its website, fitIQ is "trusted by 3,000+ coaches and athletes worldwide." Compliance posture is documented at GDPR (UK and EU), CCPA/CPRA, with infrastructure running on sub-processors that hold SOC 2 Type II (Supabase, Vercel, Cloudflare).

The business is privately held, incorporated in England and Wales (Company No. 16110131), headquartered in Leeds, UK (10 Dunstarn Gardens, LS16 8EJ), and operates without disclosed external funding rounds, parent company, or named management team in the available source material. Revenue is not disclosed. Strategic posture is best characterized as a focused, AI-augmented vertical SaaS for the wearables-equipped coaching market, expanding device coverage and AI monetization (Credit Packs) rather than expanding verticals or geographies.

Name

FITIQ LTD

Legal name

FITIQ LTD

Website

https://fitiq.io

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

fitIQ is a cloud-based SaaS performance analytics platform that consolidates WHOOP, Garmin, Withings, and HealthKit wearable data into a unified dashboard for endurance coaches managing 10-50+ athlete rosters, adding an AI Co-Coach for 24/7 monitoring and automated check-in prep at $5/athlete/month.

Ownership category

akta.pro rank

Product category

Athlete Monitoring & Coaching Software

NAICS

Computer Systems Design Services (541512)

SIC

Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Wearables & Consumer IoT Integration Platforms (BYOD) (HLACAFAF)

akta.pro secondary industries

Endurance & Running/Cycling Training (HSADAAAG), Fitness Wearables & Training Tech Retail (Heart-Rate Monitors, GPS Watches, Sensors) (CRAMADAH)

Keywords

• Athlete monitoring software
• Wearable data analytics
• Coaching management platform
• Performance tracking software
• Training plan software

Headquarters

HQ city

Leeds

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription - Per Athlete/Member: Recurring monthly subscription at $5 per athlete per month. Includes 500 AI credits per seat/month. Credit packs available for additional AI usage with no expiry and rollover. No feature gates or tiers.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

FITIQ LTD operates a cloud-based SaaS platform that consolidates wearable device data, training sessions, and athlete feedback into a single dashboard for coaches and athletes. The platform offers two product paths: fitIQ Teams (teams.fitiq.io) for coaching businesses managing multiple clients, and the fitIQ App (app.fitiq.io) for individual athletes. Core features include an AI co-coach, voice notes, training plan creation/import, automated workout detection, and integration with major wearables (Garmin, Apple Health, Fitbit, Polar, Suunto, Wahoo, COROS).

Product overview

fitIQ is a unified cloud-based performance analytics platform designed for coaches managing athletes with wearable devices. The core product consists of the main fitIQ dashboard that aggregates data from WHOOP, Garmin, and other wearables, combined with an AI Co-Coach (IQ) that provides 24/7 monitoring and natural language insights. Additional modules include Automated Check-In Summaries for session prep, a Custom Chart Builder for data visualization, and a Proactive Alert System for anomaly detection. The platform is offered as a single subscription ($5/client/month) with optional Credit Packs for expanded AI usage. There is no tiered feature gating—all features are included from day one.

Differentiator

Problem solved

Functional benefit

Products and services

• fitIQ Teams
• fitIQ App

Quantifiable outcome

• Set up in under two minutes
• +3 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability6 records

Feature6 records

Partnerships

Twelve partnerships are on record, tiered core and supporting.

• WHOOPcoreTechnology or IntegrationPrimary wearable integration via official WHOOP API. OAuth-based connection allowing athletes to share WHOOP data (recovery, HRV, strain, sleep, SpO2, skin temp) with fitIQ dashboard. WHOOP data is never sold, sublicensed, or shared with third parties beyond what is necessary to deliver the service. Full integration with data normalized in unified dashboard.
• GarmincoreTechnology or IntegrationIntegration via Garmin Connect API. OAuth-based connection for recovery, HRV, strain, and additional metrics. Data accessed and attributed in compliance with Garmin's Developer Program Agreement and API Brand Guidelines.
• WithingssupportingTechnology or IntegrationIntegration for weight, body composition, blood pressure, and other metrics via Withings API. OAuth-based connection.
• Apple HealthKitsupportingTechnology or IntegrationMobile app integration for step count and daily activity data via Apple HealthKit. OAuth-based. HealthKit data never used for advertising or marketing per Apple's requirements. Not stored in iCloud.
• Supabase Inc.coreTechnology or IntegrationInfrastructure sub-processor providing database hosting, authentication (sb-*-auth-token cookies), and row-level security. US-based with SCCs for data transfers.
• Vercel Inc.coreTechnology or IntegrationApplication hosting and edge delivery for fitIQ platform.
• Cloudflare Inc.supportingTechnology or IntegrationBackground job processing, message queues, and edge compute for data synchronization from wearable devices.
• OpenRoutercoreTechnology or IntegrationAI model routing service for the AI co-coach (IQ) feature. Routes requests to large language model providers (Google, Anthropic, OpenAI). Health data sent for inference only and not retained for model training.
• Stripe Inc.coreTechnology or IntegrationPayment processing and subscription management. Handles credit card processing under PCI DSS standards. fitIQ does not store credit card numbers.
• Resend Inc.supportingTechnology or IntegrationTransactional email delivery for account communications, data exports, and product notifications.
• PostHog Inc.supportingTechnology or IntegrationPrivacy-friendly product analytics. Processes anonymized, aggregated usage data (pages visited, features used) with no health data.
• Intercom Inc.supportingTechnology or IntegrationIn-app customer support messaging. Sets cookies only if users interact with support messenger. Maintains conversation state and identifies returning visitors.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• WHOOP: Major wearable OEM whose data feeds fitIQ via API. WHOOP has begun investing in coach-facing features and could become a competitor rather than a partner. Overlap is in recovery/strain/sleep analytics but WHOOP is device-centric rather than coach-roster-centric.
• Strava: Mass-market endurance activity platform with growing coaching and analytics features and broad wearable integration. Competes for the same coach-athlete attention budget as fitIQ but at much larger scale and with a social rather than AI-led positioning.
• Wahoo SYSTM / Wahoo Cloud: Wahoo's indoor training app and broader fitness ecosystem serving connected athletes and coaches. Adjacent competitor with wearable integration ambitions and a larger hardware distribution footprint than fitIQ.
• Garmin Connect: Garmin's native athlete platform offering training load, recovery, and sleep insights to Garmin device users. Comparable as the device-vendor alternative to fitIQ for Garmin-heavy rosters, with a much larger installed base but weaker multi-device normalization.

Direct peers

• TrainingPeaks: The dominant endurance coaching platform, providing workout planning, athlete management, and performance analytics. Most directly comparable to fitIQ's coach-facing roster monitoring workflow, though TrainingPeaks is structured around TSS/CTL training-load metrics rather than wearable recovery aggregation.
• Final Surge: Coach-athlete platform focused on endurance training, offering workout delivery, calendar, and performance tracking. Overlaps with fitIQ on the coach managing multiple athletes workflow, though with less emphasis on wearable-derived recovery metrics.
• Intervals.icu: An athlete/coach analytics dashboard that aggregates data from multiple wearables (Garmin, Wahoo, etc.) and provides fitness, fatigue, and form tracking. Closest direct functional peer to fitIQ's multi-device normalization value proposition, particularly for endurance athletes.

Regional players

• Today's Plan: Endurance coaching platform popular with Australian and European coaches, offering TSS-based training load analytics and athlete dashboards. Comparable product surface to fitIQ but more established in specific regional markets.

Emerging players

• Oura: Smart-ring wearable OEM with its own readiness, sleep, and recovery scoring. Increasingly adding coach/family-sharing features that overlap with fitIQ's value proposition, and listed as a forthcoming integration partner for fitIQ.
• HRV4Training: HRV-focused analytics platform serving both individual athletes and coaches, with wearable integration and AI-driven recovery insights. Comparable in the AI-meets-recovery-data niche but narrower in device coverage than fitIQ.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/fitiq-io

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 FITIQ LTD