Laufmamalauf

What Laufmamalauf does

Laufmamalauf (legal entity: LAUFMAMALAUF UG (haftungsbeschränkt)) is a Berlin-based, privately held German company founded in 2018 that operates as a specialized fitness and wellness provider exclusively for mothers and expectant mothers in the DACH region. The company's portfolio covers the full maternal life cycle — preconception, pregnancy, postpartum recovery, and motherhood with older children — through three distribution formats: (i) outdoor group courses (Kinderwagen-Kurse, Ganz schön schwanger, Mama macht mehr HIIT, Beckenbodentraining, running groups) delivered by an independent network of local trainers called Standortleiterinnen in parks and indoor venues across multiple German-speaking cities; (ii) online courses (Mama-macht-Rückbildung, Mama-isst-vital, Mama-in-spe, Meal-Prep like a Mum, Mama-hat-Rücken) delivered via elopage.com and a proprietary myLML member portal; and (iii) experiential travel products (Bikini Bootcamp Sardinia, Workout & Wellness Weekends). A subset of courses is certified under § 20 Abs. 1 SGB V as statutory health insurance prevention courses, enabling up to 80-100% reimbursement of fees for participants.

The business model blends subscription/recurring outdoor course fees, one-time online course purchases, episodic travel/event bookings, and unit-priced merchandise and gift vouchers. Distribution relies on a franchise-style Standortleiterin model (trained through the company's Ausbildung zur Kursleiterin certification program), direct e-commerce via a WordPress website, and co-marketing partnerships with premium brands including Croozer, Thule, Ergobaby, and Müttergenesungswerk. Customer segments are B2C personas: mothers with babies/toddlers (stroller courses), expectant mothers (pregnancy courses), working mothers with older children (HIIT and nutrition courses), and health-conscious mothers seeking certified prevention programs. Marketing is multi-channel, centered on content/SEO, an email newsletter (CleverReach), Instagram/YouTube/Facebook/Pinterest, Google AdWords, location-based search with trial classes, and partner referrals. Co-founded and led by Managing Director Katja Ohly Nauber, the company operates with no disclosed external funding or parent entity.

Name

Laufmamalauf

Legal name

LAUFMAMALAUF UG (haftungsbeschränkt)

Website

https://laufmamalauf.de

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Laufmamalauf is a Berlin-based DACH-region fitness and wellness provider for mothers and expectant mothers, offering outdoor group courses, certified online prevention programs, and experiential travel events. It operates via a franchise-style network of local trainers and statutory-health-insurance-reimbursable courses.

Ownership category

akta.pro rank

Product category

Prenatal and Postnatal Fitness Services

NAICS

Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Pre/Postnatal Group Fitness (HSADABAJ)

akta.pro secondary industry

Family & Kid-Friendly All-Inclusive Resorts (THAGAKAA)

Keywords

• Prenatal fitness classes
• Postnatal exercise programs
• Outdoor mom fitness
• Pelvic floor training
• Mother wellness courses

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Outdoor Course Fees: In-person outdoor fitness courses led by local Standortleiterinnen (location managers) in parks and outdoor venues across German-speaking cities. Fees per course or as subscription packages.
2. Online Courses & Prevention Programs: Digital courses including Mama macht Rückbildung (postnatal recovery), Mama isst vital (nutrition prevention course), Mama-in-spe (pregnancy), Meal-Prep like a Mum, and Mama-hat-Rücken. Health insurance-certified prevention courses are reimbursable up to 100%.
3. Travel & Bootcamp Events: Revenue from travel offerings including Bikini Bootcamp Sardinia and Workout & Wellness weekends at the Baltic Sea, combining fitness, wellness, and community experiences.
4. Gift Vouchers: Gift vouchers sold for courses, online courses, merchandise, and travel offerings. Purchased via contact form or local Standortleiterin.
5. Merchandise & Apparel: Branded merchandise including Colourblocking Sweaters, Lieblingshoody, Perfect Fit Laufhose, Colourblocking Shirt, Colourblocking Baumwolltasche, and Polly Pink stuffed mascot. Ordered via SurveyMonkey link.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels10 records

Core offering

Laufmamalauf is a specialized outdoor and online fitness provider exclusively for mothers during and after pregnancy, offering stroller-based outdoor courses, prenatal exercise classes, HIIT workouts, pelvic floor training, and certified prevention courses eligible for up to 80-100% health insurance reimbursement under § 20 Abs. 1 SGB V. The company also offers online courses covering postnatal recovery, nutrition, meal preparation, and back health, plus fitness travel events (Bikini Bootcamp Sardinia and Wellness Weekends), branded merchandise, and a trainer certification program that powers its franchise-style Standortleiterinnen network.

Product overview

LAUFMAMALAUF is a provider of outdoor and online fitness courses for mothers in the German-speaking region. The portfolio consists of outdoor stroller fitness courses (Kind & Kiwa), pregnancy courses (Ganz schön schwanger), HIIT courses for working mothers (Mama macht mehr), pelvic floor training, and running groups. Online offerings include postnatal recovery courses (Mama-macht-Rückbildung), nutrition prevention courses (Mama-isst-vital), meal-prep mini courses, back health courses, and pregnancy courses (Mama-in-spe). Travel products include Bikini Bootcamp Sardinia and Workout & Wellness weekends. The company also offers instructor training programs and branded merchandise including apparel and accessories. Certified prevention courses are eligible for health insurance reimbursement up to 80-100% under German law § 20 Abs. 1 SGB V.

Differentiator

Problem solved

Functional benefit

Brands

• Mama macht mehr: High Intensity Interval Training course for working mothers with older children
• Ganz schön schwanger
• Mama macht Rückbildung
• Mama-isst-vital
• Bikini Bootcamp Sardinien

Products and services

• Outdoor-Kurse: Kind & Kiwa Outdoor fitness courses for mothers with babies in strollers, conducted in parks. Sessions take place outdoors with the child in the pram from approximately 6-8 weeks postpartum onward.
• Outdoor-Kurse: Ganz schön schwanger Outdoor fitness courses designed for pregnant women, offering gentle exercise and the opportunity to connect with other expectant mothers in an outdoor setting.
• Outdoor-Kurse: Mama macht mehr High-intensity interval training (HIIT) courses for working mothers with older children, providing more intense outdoor fitness sessions outside of baby-stroller programming.
• Beckenbodentraining Pelvic floor training courses for pregnant women, postpartum mothers, and women whose delivery was some time ago. Delivered as a certified prevention course (§ 20 Abs. 1 SGB V) eligible for health insurance reimbursement.
• Online-Kurs: Mama-macht-Rückbildung Online postnatal recovery course available individually anytime and anywhere, focusing on rebuilding core and pelvic floor strength after childbirth.
• Online-Kurs: Mama-isst-vital (Präventionskurs) Online nutrition prevention course certified according to § 20 Abs. 1 SGB V, eligible for up to 80-100% reimbursement of course fees by statutory health insurers.
• Online-Minikurs: Meal-Prep like a Mum Mini online course teaching meal preparation strategies for busy mothers to efficiently prepare healthy family meals.
• Online-Kurs: Mama-in-spe Online course for expectant mothers covering pregnancy health, nutrition, and fitness guidance.
• Online-Minikurs: Mama-hat-Rücken Mini online course focusing on back health and exercises for mothers dealing with back pain.
• Bikini-Bootcamp Sardinien Fitness travel trip to Sardinia combining sports activities, wellness, and relaxation for mothers seeking a break from daily parenting routines.
• Workout- und Wellness-Wochenende (Ostsee) Weekend wellness trip combining workout sessions and relaxation, offered at destinations including the Baltic Sea.
• Ausbildung zur Kursleiterin Sport mit Baby Training/certification program for women who want to become instructors leading baby stroller fitness courses in their city, offering pathways as trainer or location manager (Standortleiterin partner).
• Laufkurse Running courses for mothers to train together for running events, available in outdoor format.
• Geschenkgutschein

Quantifiable outcome

• Up to 100% of course fees reimbursed by statutory health insurance providers for certified prevention courses

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered premium and minor.

• CroozerpremiumGTM or Marketing PartnerCroozer is a premium partner offering bicycle trailers, buggies, and joggers for LAUFMAMALAUF participants. LAUFMAMALAUF members receive 20% LML discount on all Croozer products including accessories. Croozer products are endorsed for use in Kinderwagen-Kurse (stroller courses) in parks. The partnership provides mutual cross-promotion through each other's websites and social media channels.
• ThulepremiumGTM or Marketing PartnerThule is a premium partner providing transport solutions for active families, including jogging strollers and hiking carriers. LAUFMAMALAUF participants benefit from exclusive offers through the partnership. Thule is positioned as an ideal equipment partner for outdoor course participants.
• schauinsland Muddy Angel RunpremiumGTM or Marketing PartnerMuddy Angel Run is a 5km mud run exclusively for women and against breast cancer. As a premium partner, LAUFMAMALAUF promotes the event to its community and benefits from co-marketing reach for female fitness enthusiasts.
• MüttergenesungswerkpremiumStrategic or Co-development PartnerMüttergenesungswerk (Mothers' Recovery Association) operates curative facilities and provides nationwide free counseling for mothers. LAUFMAMALAUF partners to promote mother wellness and has run donation campaigns supporting the organization (e.g., 'Jetzt ist Mama dran!' donation campaign).
• TOGUminorGTM or Marketing PartnerTOGU supplies balls and small fitness equipment used in LAUFMAMALAUF courses. Partnership provides equipment for course delivery.
• AHAB AkademieminorStrategic or Co-development PartnerAHAB Akademie provides qualified further education and training in the health sector. Potential training partner for the LAUFMAMALAUF trainer certification program.
• XletixminorGTM or Marketing PartnerXletix organizes obstacle runs of a different kind. Partnership for co-marketing fitness events targeting active mothers.
• Mutter+Kind-ApothekenminorChannel Partner/ Reseller/ DistributorTargeted help for pregnant women and mothers through pharmacy network. Partnership enables distribution and referral of LAUFMAMALAUF courses via pharmacy customer base.
• ErgobabyminorGTM or Marketing PartnerErgobaby offers baby carriers featured in LAUFMAMALAUF's spring favorites guide. LAUFMAMALAUF participants receive exclusive discounts on Ergobaby products through their local Standortleiterin.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Freeletics: Munich-headquartered digital fitness platform with AI-coached bodyweight and running training across a global subscriber base. Comparable as a German-rooted, broad fitness incumbent whose subscription model and digital distribution compete with Laufmamalauf's online offerings.
• Gymondo: One of the largest German-language online fitness subscription platforms, offering video-based workout and nutrition programs. Comparable as a DACH-focused digital fitness competitor whose general catalog overlaps with Laufmamalauf's online course business and competes for the same wallet share.
• Peloton: Global connected-fitness platform with a large library of on-demand and live workout classes. Comparable as a scaled, content-rich online fitness subscription that increasingly targets niche audiences (including prenatal/postnatal tracks) and competes for digital fitness share in DACH.
• Urban Sports Club: Berlin-based sports and wellness membership marketplace aggregating thousands of fitness studios, gyms, and outdoor classes across Europe. Comparable as a DACH distribution channel that aggregates outdoor and group fitness offerings, including potential partner studios that could overlap with Laufmamalauf's local courses.
• adidas (Training app / adiClub): Global sportswear and digital fitness brand with free workout apps and a deep athletic community. Comparable as a broad incumbent that combines performance apparel — overlapping with Laufmamalauf's merchandise line — with digital training content targeting active consumers including women.
• Nike (Nike Training Club): Global sportswear and digital training platform with free on-demand workout content and a strong women's training community. Comparable as a broad incumbent whose training content, apparel ecosystem, and brand cachet compete for the same active-mother demographic Laufmamalauf serves.

Others

• Müttergenesungswerk: German non-profit operating curative facilities and free counseling for mothers' recovery. Comparable as an adjacent maternal-health ecosystem player that Laufmamalauf already partners with, sharing the target audience but operating a clinical rather than fitness model.
• Ergobaby: Premium baby carrier and postpartum support brand with a global active-parent community. Comparable as an enabling equipment partner whose carrier products are endorsed in Laufmamalauf's outdoor courses, sharing the same active-mother customer base.
• Muddy Angel Run: 5km women's-only obstacle mud run held across European cities, with breast-cancer charity ties. Comparable as an event-driven female-fitness community that Laufmamalauf already co-markets with, competing for the same women's community-event wallet.

Direct peers

• BuggyFit: UK-based outdoor fitness provider running group stroller and postnatal exercise classes for mothers. Highly comparable as a regional, locally delivered, mom-focused outdoor fitness franchise operating in the same niche with similar course formats and instructor-led model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/laufmamalauf
• YouTubeyoutube.com/channel/UCQqGnKqY5eD8_5qJ5tqhVZQ
• Facebookfacebook.com/laufmamalauf
• Instagraminstagram.com/laufmamalauf

Compliance1 record

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 Laufmamalauf