FIT AND CO

What FIT AND CO does

Fit and Co Industries, trading as Fit & Co by Alex Ibrahim, is an Australian private online fitness company founded in 2017 by certified personal trainer Alex Ibrahim (Australian Institute of Fitness, 2011) and headquartered in New South Wales, Australia under ABN 89 678 688 489. The company sells subscription-based bodyweight exercise programs that require no equipment, paired with weekly nutritional recipes, targeting adults aged 18-50 — particularly time-poor individuals — who want home-based fitness without gym access. Operations remain founder-owned and bootstrapped with no external investors, and the business is operated as a sole founder-led enterprise supported by an informal Sydney-based network of six allied health partners (massage, physiotherapy, naturopathy, chiropractic, life coaching, meal delivery via My Muscle Chef).

The core technology is a self-serve online platform hosted at fitandco.com delivering hundreds of tailor-made instructional exercise videos and a database of 35 new recipes updated weekly, complemented by a members-area dashboard for goal setting, progress tracking, and before/after photo capture, plus a private Facebook community group. The platform accepts payment via PayPal and major credit cards (Visa, Mastercard, Amex). Revenue is generated through five pricing tiers — Monthly subscription at AUD 19.90, Quarterly at AUD 39.80, Annual at AUD 199.00, a one-time 8-Week Challenge at AUD 149 (reduced from AUD 229), and an in-person Bodyweight Bootcamp in Sydney's Inner West at AUD 50 every two weeks — with a 7-day free trial offered on the monthly plan.

Distribution is direct-to-consumer via the company's e-commerce website and physical bootcamp attendance in Sydney's Inner West at The Picnic Burwood, supplemented by community-led marketing through Facebook, Instagram (@fitandco._), email, and testimonial-driven word-of-mouth referrals. The company claims to have served thousands of customers globally but discloses no revenue figures, active subscriber counts, or formal headcount beyond the founder. There are no mobile apps, no proprietary AI/ML capabilities, no public API, and no patents or certifications disclosed.

Name

FIT AND CO

Legal name

Fit and Co Industries

Website

https://fitandco.com

Company type

Private

Founded year

2017

Operating status

Operating

Short description

Fit and Co Industries is an Australian online fitness company founded in 2017 by Alex Ibrahim, offering subscription-based bodyweight exercise programs, weekly nutritional recipes, and Sydney in-person bootcamps targeting global individual consumers seeking equipment-free home fitness.

Ownership category

akta.pro rank

Product category

Online Fitness Coaching

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industries

Weight Loss & Body Transformation Training (HSADAAAC), Functional Fitness / Cross-Training Groups (HSADABAH), Outdoor Fitness & Park Bootcamps (HSADABAC)

Keywords

• Online fitness coaching
• Bodyweight exercise programs
• Weight loss meal plans
• Subscription fitness platform
• Group bootcamp training

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Subscription: Recurring monthly subscription at $19.90 providing full access to daily workouts, videos, and recipes. Auto-renewing via credit card or PayPal.
2. Quarterly Subscription: 3-month subscription at $39.80 with buy 2 get 1 month free offer. Provides ongoing access to workout programs and recipes with savings compared to monthly.
3. Annual Subscription: Yearly subscription at $199.00 offering over 15% savings compared to monthly. Full 12-month access to all programs and content.
4. 8 Week Challenge: One-time purchase program at $149.00 (reduced from $229.00) providing 8 weeks of access to all workout content, recipes, and community support.
5. Bodyweight Bootcamp: In-person group training sessions held every Saturday at The Picnic Burwood, Sydney. $50.00 every 2 weeks ($25.00 per session). Includes free Fit & Co shirt or singlet for new members.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Fit & Co is an online fitness coaching platform that sells subscription-based bodyweight exercise programs and nutritional meal plans to individual consumers. Members access weekly updated instructional workout videos, 35 new recipes per week, progress tracking, and community support via a private Facebook group, with optional in-person Saturday bootcamp sessions held in Sydney's Inner West.

Product overview

Fit & Co is an online fitness platform offering bodyweight-based exercise programs and nutritional guidance. The core offering consists of membership tiers (Monthly, Quarterly, and Yearly subscriptions), the 8 Week Challenge intensive program, Weight Loss Meal Plans, and an in-person Bodyweight Bootcamp in Sydney. All programs emphasize no-equipment workouts, weekly updated instructional videos, and recipe databases. Members receive access to a members area with progress tracking, goal setting, and before/after photos, supported by 24/7 communication via email, chat, and social platforms including a private Facebook group.

Differentiator

Problem solved

Functional benefit

Products and services

• Monthly Online Fitness Membership Monthly subscription giving members full access to tailor-made bodyweight exercise videos, 35 new recipes per week, progress tracking, and 24/7 support via email, chat, and social media. Aimed at individual consumers seeking home-based fitness and nutrition guidance.
• Quarterly Online Fitness Membership Three-month subscription giving members access to online bodyweight workout videos, 35 weekly recipes for breakfast, lunch, dinner, and snacks, community support, and 24-hour support via email and social media. Designed for individual consumers wanting a medium-term commitment at lower effective monthly cost.
• Yearly Online Fitness Membership Annual subscription offering 12 months of access to bodyweight exercise programs, 35 new recipes each week, the private Facebook community, and 24-hour email, chat, and social media support. Targeted at individual consumers wanting the deepest discount in exchange for a year-long commitment.
• 8 Week Challenge Intensive 8-week bodyweight workout and nutrition program delivering weekly updated instructional videos, recovery and stretching sessions, 35 new recipes weekly, private Facebook community access, and 24/7 support. Marketed to individual consumers wanting accelerated body-transformation results.
• Weight Loss Meal Plans Healthy weight loss meal planning service providing 35 new recipes per week across breakfast, lunch, dinner, and snacks. Uses a multi-disciplinary approach combining dietary guidance with at-home bodyweight workouts for individual consumers pursuing weight loss.
• Bodyweight Bootcamp Personalised high-intensity group training session held every Saturday at The Picnic Burwood in Sydney's Inner West. No equipment is required, sessions are designed to burn 750+ calories, and new members receive a free Fit & Co shirt or singlet. Aimed at local Sydney-area individual consumers, including beginners and advanced fitness levels.

Quantifiable outcome

• Lose 6-14kgs with consistent program following
• +3 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Six partnerships are on record, tiered minor.

• Dave Collins - Natural BalanceminorStrategic or Co-development Partner · 1 January 2017Massage therapist partner providing natural health and balance massage therapy services. Located in Sydney Australia. Part of Fit & Co family of allied health partners.
• Peter Moussa - SportsFizzminorStrategic or Co-development Partner · 1 January 2017Physiotherapy services partner offering sports injury and rehabilitation support. Part of Fit & Co family network of health professionals in Sydney.
• My Muscle Chef - SalehminorStrategic or Co-development Partner · 1 January 2017Healthy meal delivery partner providing nutritious prepared meals. Offers meal delivery services to complement Fit & Co nutrition programs.
• Elle Phillips CoachingminorStrategic or Co-development Partner · 1 January 2017Life coaching partner offering personal development and mindset coaching services. Part of holistic wellness approach.
• Brad Jones - NaturopathyminorStrategic or Co-development Partner · 1 January 2017Naturopathy services partner providing natural health and wellness support. Compliments holistic health and fitness approach.
• Sarah Brady - ChiropractorminorStrategic or Co-development Partner · 1 January 2017Chiropractic services partner providing spinal health and alignment support. Part of the broader wellness ecosystem.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Freeletics: Freeletics is a Munich-headquartered bodyweight fitness app offering personalized AI-coached training programs, nutrition guidance, and a global community. It competes directly with Fit & Co on the no-equipment, at-home, subscription-based fitness coaching model with a stronger mobile-app presence.
• Asana Rebel: Asana Rebel is a Berlin-based fitness app focused on bodyweight training blended with yoga-inspired movements, sold on subscription with structured programs and progress tracking. It competes in the same niche as Fit & Co (no-equipment, app-delivered fitness) with similar target demographics.
• Sweat (Kayla Itsines / Sweat app): Sweat is a leading women's fitness app originating from Australia (Adelaide) built on Kayla Itsines' BBG (Bikini Body Guide) bodyweight programs. Like Fit & Co, it sells subscription access to structured at-home bodyweight workout programs with meal plans and community features, making it the closest direct peer in niche, geography, and product model.
• 8fit: 8fit offers personalized workout and meal planning on a subscription basis, with a strong focus on bodyweight training and holistic wellness. It overlaps with Fit & Co's exercise-plus-nutrition positioning and serves a similar global, time-constrained consumer segment.
• Aaptiv: Aaptiv is a US-based subscription fitness app offering audio- and video-guided workouts across strength, running, and bodyweight categories, with personal training features. It competes with Fit & Co on the at-home, subscription, trainer-led fitness model and targets similar time-pressed adult consumers.
• Centr (by Chris Hemsworth): Centr is a celebrity-founded holistic fitness app combining workouts, meal plans, and mindfulness content on a subscription basis. Its program-plus-nutrition-plus-coaching structure directly mirrors Fit & Co's combined exercise, recipe, and community model, with much higher production polish and brand reach.

Others

• My Muscle Chef: My Muscle Chef is an Australian healthy prepared-meal delivery company that is already an explicit Fit & Co allied partner (Saleh at My Muscle Chef). As a peer, it represents the adjacent meal-replacement/nutrition vertical that complements Fit & Co's nutritional guidance and could either partner more deeply or vertically integrate nutrition delivery.

Broad incumbents

• Apple Fitness+: Apple Fitness+ is Apple's subscription fitness service delivering trainer-led video workouts across multiple disciplines, integrated with Apple Watch. It competes with Fit & Co's online personal training offering but as part of Apple's much broader hardware-and-services ecosystem.
• Nike Training Club: Nike Training Club is Nike's free mobile fitness app offering guided bodyweight and equipment-based workouts led by celebrity trainers. It is a broad incumbent that overlaps heavily with Fit & Co's bodyweight content category but operates at significantly larger scale as part of Nike's broader brand ecosystem.

Regional players

• BodyFit Training (Australian franchise): BodyFit Training is an Australian franchise network operating group training studios and outdoor functional fitness sessions across suburban Australia. It competes with Fit & Co's Saturday Burwood bootcamp on the local Australian in-person bodyweight group training model and represents a potential franchising or partnership template for Fit & Co's physical expansion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/fitandcobyalexibrahim
• Instagraminstagram.com/fitandco._

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 FIT AND CO