Every Mother

Every Mother, operated by Sustainable Fitness Inc, offers an on-demand, personalized exercise program targeting core and pelvic floor health. Users complete an onboarding questionnaire and receive a daily therapeutic exercise prescription delivered through a web or mobile app, with dedicated paths for diastasis recti, prenatal, postpartum, pelvic organ prolapse, urinary incontinence, surgical recovery (including C-section), pelvic pain, and the menopause transition (marketed as RISE by Every Mother). Sessions are designed as express routines of roughly 10-20 minutes, supplemented by more than 100 full-body workouts, evidence-based educational content, symptom tracking with a personal dashboard, a member community, and access to in-house pelvic floor physical therapists.

The program is built on the method developed by co-founder Leah Keller, previously known as The Dia Method and marketed as the EMbody method. The company states its method has been studied by Weill Cornell and Hospital for Special Surgery and profiled by NPR, with results published in medical and physical therapy journals. A prospective observational study conducted by Hospital for Special Surgery, "Efficacy of a Core Strengthening Program for Diastasis Rectus Abdominis in Postpartum Women," was published in the October 2021 issue of The Journal of Women's & Pelvic Health Physical Therapy and reported reduced inter-rectus distance measured by musculoskeletal ultrasound, along with improvements in low-back-pain-related disability and stress urinary incontinence over 12 weeks, with further reduction after an additional 12 weeks.

The company maintains a medical advisory board that includes obstetrician-gynecologists, a urologist and doctors of physical therapy, among them Geeta Sharma, MD (principal investigator of the original Weill Cornell study and co-investigator on the HSS study), Jacqueline Worth, MD, FACOG, Angelish Kumar, MD, Allison Romero, DPT, Whitney Rogers, DPT, and Sheila Varshney, EdD, MPH, RD.

Founding story

Co-founder Leah Keller developed the underlying exercise method through her direct work with clients. In 2013 a New York City obstetrician learned of Keller's work through patients and proposed a collaborative study, which led to research with Weill Cornell. Every Mother was founded in 2018 by Keller, who serves as Chief Creative Officer, and Allison Rapaport, who serves as CEO; Rapaport has described the founding motivation as the lack of education and of fitness options addressing the physical changes that accompany childbirth.

Business model

Direct-to-consumer digital subscription. Members choose a payment plan (historically quarterly or annual) for access to the app-delivered exercise program, education, community and PT support; pricing is advertised from $9.95 per month, and memberships are stated to be HSA/FSA eligible. A free trial is offered.

Recurring membership subscription revenue from individual users, supplemented by a physical therapy and occupational therapy partnership program in which clinicians receive income based on patients who convert to Every Mother members and patients receive a 20% membership discount via a partner QR code.

Traction

The company reports that 100% of women in the Weill Cornell study fully resolved their diastasis recti and that 95% of clinical trial participants would recommend the program. Self-reported member outcomes over 12 weeks include 74% reporting improvement in low back pain, 73% in urinary leaking, and 89% in pelvic pain. The company cites approximately 100,000 Instagram followers and states its regimens are endorsed by thousands of OB/GYNs.

Latest developments

Recent product expansion includes RISE by Every Mother, an exercise program for the menopause transition, and EMbody Core Support; memberships are now HSA/FSA eligible, and the company runs a PT/OT partnership program and is recruiting for open roles.