Calisthenics Family

What Calisthenics Family does

Calisthenics Family is a Netherlands-based direct-to-consumer fitness company founded in 2017 by brothers Michael and Yannick Woerdman and headquartered in Nijmegen. The company sells a multi-product calisthenics (bodyweight training) ecosystem that targets individual fitness enthusiasts globally, ranging from complete beginners to advanced athletes seeking to master skills such as muscle-ups, handstands, human flags, and planche. Its offerings include the Calisthenics Family mobile app (with 500+ instructional exercises, 50+ workout plans, and a gamified Skillboard progression system), 1-on-1 online coaching delivered by COI-certified trainers via WhatsApp, a portfolio of downloadable digital programs (Full Journey Package, Basics Course, Home Workout Plan, Weight Loss Plan), and a small line of branded physical equipment such as parallettes, wooden rings, resistance bands, wrist wraps, and liquid chalk.

The technology stack centers on a mobile app platform that combines content delivery (instructional video library), user tracking (strength and skill metrics), and social/community features (friend following, achievement sharing, transformation challenges). The company layers a recurring Pro app membership on top of the freemium tier and monetizes one-on-one coaching as a separate monthly subscription with a three-month minimum commitment. Marketing and distribution are content-led and community-led: a YouTube channel with 155,000+ subscribers drives top-of-funnel awareness, supplemented by Instagram, a multilingual (English/Dutch) blog, twice-weekly email campaigns, an ambassador affiliate program, and 12-week transformation challenges that convert engagement into paid digital, coaching, and equipment purchases.

The business operates as a bootstrapped, founder-owned company with 1–10 employees, no disclosed external funding, and active sales across at least 12 countries spanning Europe, North America, Oceania, and Asia. Revenue is generated through five streams: one-time digital program purchases, online coaching subscriptions, Pro app subscriptions, branded hardware sales (€15–€79 SKUs), and affiliate commission activity. The company's own gym in Nijmegen, opened in 2019, doubles as a content production studio and a local coaching venue, reinforcing the integrated content-and-coaching flywheel that underpins the brand.

Name

Calisthenics Family

Legal name

Calisthenics Family

Website

https://calisthenics-family.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Calisthenics Family is a Netherlands-based direct-to-consumer fitness company that sells a calisthenics mobile app, 1-on-1 online coaching, downloadable workout programs, and branded bodyweight-training equipment to individual fitness enthusiasts globally. Founded in 2017 by the Woerdman brothers and bootstrapped with 1–10 employees, it serves a 350,000+ member community across 12+ countries.

Ownership category

akta.pro rank

Product category

Online Fitness Coaching

NAICS

Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industry

Functional Fitness & Mobility Training (HSADAAAD)

Keywords

• Bodyweight training
• Calisthenics coaching
• Fitness mobile app
• Workout programs
• Exercise equipment

Headquarters

HQ city

Nijmegen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Digital Workout Programs: One-time purchase digital products including Full Journey Package, Basics Course, Home Workout Plan, and Weight Loss programs with instant download delivery.
2. Online Coaching: Personal 1-on-1 online coaching with certified calisthenics coaches. Includes intake, weekly check-ins, custom workout plans, nutrition plans, and WhatsApp support. Minimum 3-month commitment with monthly payments.
3. App Membership (Pro): Pro membership subscription giving unlimited access to all app features, workout programs, and content.
4. Physical Equipment: Sale of branded calisthenics equipment including parallettes (€64), wooden rings (€44), resistance bands, wrist wraps, and liquid chalk.
5. Ambassador Program: Commission-based referral program where ambassadors earn commissions for driving sales through promo codes. Quarterly payouts with minimum €50 balance.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Calisthenics Family provides a calisthenics workout app with 500+ bodyweight exercises and 50+ workout plans, personalized 1-on-1 online coaching with certified calisthenics trainers, digital workout programs (Full Journey Package, Basics Course, Home Workout Plan, Weight Loss Plan), and branded calisthenics equipment (parallettes, rings, resistance bands, wrist wraps, chalk). The offerings are designed to guide individuals from beginner to advanced calisthenics skills through structured progression systems.

Product overview

Calisthenics Family offers a comprehensive fitness ecosystem centered around bodyweight training. The core offering includes a mobile app with 500+ exercises and 50+ workout plans, paired with personalized online coaching services. The flagship digital products include the Full Journey Package (comprehensive multi-level program with 150+ videos), Calisthenics Basics Course for beginners, Home Workout Plan for equipment-free training, and specialized programs for weight loss and custom goal-based training. The company also sells proprietary equipment (parallettes, rings, resistance bands, wrist wraps, liquid chalk) and operates an ambassador/affiliate program. All offerings are designed to help users progress from beginner to advanced calisthenics skills through structured progression systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Calisthenics Family App A mobile workout app providing 500+ bodyweight exercises with instructional videos, 50+ workout plans for all fitness levels, gamified skill tracking, personalized Skillboard Progression System, and social features to follow friends and share achievements. Available on iOS and Android with a free tier and Pro membership.
• Online Coaching One-on-one personal online coaching with certified Calisthenics coaches (COI certified). Includes intake session, weekly check-ins, custom workout plans, custom nutrition plans, 24/7 WhatsApp support, unlimited feedback, and Pro app membership access. Requires a minimum 3-month commitment with monthly payments.
• Full Journey Package A comprehensive digital workout program with 150+ instructional videos, structured progression across four levels (novice, intermediate, advanced, professional), worksheets, and support resources. Designed for users committed to progressing through calisthenics skill levels from beginner to professional.
• Calisthenics Basics Course A beginner-focused digital course teaching fundamental calisthenics techniques with instructional videos, clear step-by-step guidance, and progression pathways for foundational skills.
• Home Workout Plan A digital workout plan designed for training at home without equipment, offering multiple routine options and exercise variations for all fitness levels from beginner to advanced.
• Weight Loss Workout & Diet Plan A combined digital workout and nutrition program focused on fat loss, including dietary guidance and exercise routines designed for weight management goals.
• Custom Program A personalized workout program tailored to individual goals, fitness levels, and equipment availability, created based on an intake assessment for coaching clients.
• Personalized Meal Plan A custom nutrition plan tailored to individual dietary needs, goals, allergies, and preferences to complement training programs for coaching clients.
• Optimal Grip Parallettes Premium wooden parallettes with optimal grip, designed and tested by Calisthenics Family. Compact, lightweight, and extremely stable for calisthenics practice. Priced at €64.
• Calisthenics Rings Wooden gymnastics rings with optimal grip for calisthenics and bodyweight training exercises. Priced at €44.
• Resistance Bands Set (6-pack) A set of 6 resistance bands in various resistance levels for progressive training and assistance with calisthenics exercises. Priced at €79.
• Resistance Bands Set (4-pack) A set of 4 light to medium resistance bands for progressive training and exercise assistance. Priced at €44.
• Wrist Wraps High-quality wrist wraps for joint support during calisthenics training. Priced at €15.
• Liquid Chalk Liquid magnesium chalk for enhanced grip during calisthenics exercises, supplied in a 250ml bottle. Priced at €15.

Quantifiable outcome

• 351,994+ people have joined the Calisthenics Family
• +2 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• MyProteinminorOthersOfficial MyProtein athlete sponsor relationship. Michael Woerdman is listed as an official MyProtein athlete, suggesting sponsorship or ambassador arrangement for supplement promotion.

Scale indicators5 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Centr: Centr (Chris Hemsworth's fitness app) is a subscription training and meal-planning app. It overlaps with Calisthenics Family's online-coaching-plus-meal-plan offering for general fitness consumers.
• Peloton: Peloton offers a connected fitness subscription platform with strength, cardio, and bodyweight classes. While primarily hardware-led, its app tier competes directly with Calisthenics Family for digital fitness subscription spending.
• Apple Fitness+: Apple Fitness+ is a subscription fitness service embedded in the Apple ecosystem with trainer-led workouts and Apple Watch integration. It competes indirectly by capturing fitness app wallet share that might otherwise go to niche players like Calisthenics Family.
• Nike Training Club (NTC): Nike Training Club is a large, free, brand-backed fitness app with broad workout content including bodyweight sessions. It competes for share of attention in the same consumer fitness segment but is not calisthenics-specialized.

Others

• Strava: Strava is a community-led fitness tracking platform that monetizes a large active-user base via subscriptions. It is not a direct calisthenics competitor but competes for fitness subscription dollars and demonstrates the community-subscription model that Calisthenics Family is pursuing.
• MyProtein: MyProtein is a sports nutrition and equipment brand that already has an athlete sponsorship relationship with Calisthenics Family. It is an enabling/adjacent brand that targets the same fitness consumer but sells supplements rather than calisthenics programming.

Direct peers

• Thenx: Thenx is a calisthenics-specific training platform founded by athlete Chris Heria, offering app-based programs, coaching, and YouTube-driven content. It directly competes with Calisthenics Family on calisthenics skills progression and community-led growth.
• Caliverse: Caliverse is a calisthenics-focused app with workout tracking, skill progression, and community features. It is a direct competitor in the niche calisthenics app category that Calisthenics Family serves.
• Freeletics: Freeletics is a bodyweight-training focused fitness app with subscription coaching, AI-driven training plans, and a large global community. It is the closest direct competitor to Calisthenics Family's app + coaching model in the calisthenics/functional training niche.
• GMB Fitness (Gold Medal Bodies): GMB Fitness offers bodyweight and calisthenics skill-development programs (elements of handstands, rings, mobility) via digital courses and a community. It overlaps with Calisthenics Family's strength + skill progression and bodyweight training focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCalldentity
• Instagraminstagram.com/calisthenics_family
• Facebookfacebook.com/CalisthenicsFamily
• LinkedInlinkedin.com/company/calisthenics-family

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Calisthenics Family