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Fitco
Techstars '20500 Global '18Lima, PE · Founded 2016 · 44 employees on LinkedIn · 6 known investors
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Fitco provides management software for fitness studios, wellness centers, and boutique gyms across Latin America. The platform handles reservations, memberships, payments, online classes, and customer engagement via web and mobile apps.
Also known as FitCo · Fitco Latam
Founders & leadership
Fitco was founded in 2016 by Alexander Mayor, Alexander Mayor Espinoza, and Andrea Baba.
Investors · 6
How we know: open dataset · Top 3000 Accelerator Startups (no YC) 2026-08 · open dataset · 500 Global portfolio 2026-08 · Not right? Tell us
How we know: AVP Ventures's portfolio page · Not right? Tell us
How we know: Outbound Ventures's portfolio page · the VCSheet dataset · research · latamlist.com · Not right? Tell us
How we know: the Techstars portfolio · open dataset · Top 3000 Accelerator Startups (no YC) 2026-08 · Not right? Tell us
How we know: the VCSheet dataset · Not right? Tell us
Also in the syndicate · 1
Company profile
researched Sep 2026Fitco is a Peru-based software-as-a-service company that sells management software to fitness studios, wellness centers and boutique gyms across Latin America. Its platform lets operators manage multiple locations from one place, handling reservations, memberships, payments, class scheduling, staff and real-time operations, along with live and on-demand online classes. Customers also receive their own branded website and mobile app through which members can buy, book and receive notifications.
The product is positioned as a replacement for manual administration through WhatsApp and spreadsheets. Earlier coverage described a feature set covering client management, class attendance, inventory and operating reports, plus an online sales channel intended to help gyms attract new customers. Around 2020 the company was developing Butiq Live, an online class platform hosting roughly 100 classes at the time, which it intended to connect with its gym management platform.
Fitco integrates with Stripe and Mercado Pago for online payments and with the corporate wellness networks Wellhub and TotalPass for customer acquisition in Mexico, including an integrated Wellhub check-in. It maintains a public knowledge base with onboarding, advanced configuration, integrations, multi-location management and Stripe setup documentation.
Founding story
Co-founder and CEO Andrea Baba started her own Zumba studio at age 18 and found that running it on spreadsheets, notebooks and WhatsApp limited growth. Together with co-founder Alexander Mayor she built a tool to help Latin American fitness centers scale, founding Fitco in Lima in 2016; her Zumba studio became the company's first paying customer.
Business model
Fitco sells a subscription-style software platform to fitness businesses (B2B SaaS), with sales driven through scheduled product demos. The platform also supports customer-facing web and app storefronts and online payment processing through third-party providers.
Revenue comes from fitness centers paying to use the Fitco management platform and its associated web/app and online class products; Andrea Baba's own Zumba studio was the company's first paying customer.
Traction
The company reports more than 1,400 fitness centers served across Latin America, over 16 million reservations managed and more than 900,000 classes managed through its platform. In January 2020 press coverage reported its software was used in over 250 gyms across seven Latin American countries.
Latest developments
Fitco markets an integrated Wellhub check-in and integrations with TotalPass, Stripe and Mercado Pago, and reports more than 1,400 fitness centers, 16 million reservations and 900,000 classes managed. It runs a partner program seeking alliances with companies sharing its focus on the fitness industry.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Fitco positions itself as a specialist in software for fitness studios in Latin America, emphasizing category-specific functionality and human support with response times under five minutes. In 2018 it was selected among the top 16 startups of Start-Up Chile's G17 generation, and it was described as the first Latin American startup accepted into the Techstars Boulder Accelerator.
Specialization in fitness studios rather than general-purpose business software, human (non-bot) customer support responding in under five minutes, and built-in integrations with regional payment providers and corporate wellness networks.
Technology
A cloud platform with web and mobile applications covering reservations, memberships, payments, class and staff scheduling, inventory and operating reports, plus live and on-demand online class streaming. It integrates with Stripe (including Stripe Connect Express) and Mercado Pago for payments and with Wellhub and TotalPass for member check-in and acquisition.
Go-to-market
Direct sales through free demo requests on the company website, supported by a WhatsApp support channel, a partner program aimed at building alliances with companies in the fitness industry, and distribution partnerships with corporate wellness networks such as Wellhub and TotalPass.
Fitness studios, wellness centers, boutique gyms, yoga studios and other sports centers in Latin America, including multi-location operators.
Geography
Headquartered in Lima, Peru, with customers across Latin America. In 2018 it served gyms and studios in Mexico, Chile, Colombia and Peru; by January 2020 coverage cited seven countries — Mexico, Colombia, Chile, Argentina, Puerto Rico, Panama and Peru — with a United States launch planned for 2020. Wellhub and TotalPass integrations are highlighted for Mexico.
History
Founded in Lima in 2016 by Andrea Baba (CEO) and Alexander Mayor (COO). Fitco pitched at Start-Up Chile's G17 Demo Day in September 2018 as one of the generation's top 16 startups and closed a US$350K seed round announced that month led by Angel Ventures Peru. By January 2020 it had raised over US$550,000 in total from investors including 500 Startups, Startup Perú, Angel Ventures Peru, Outbound Ventures and DevLabs, was operating in seven countries, and was preparing a US launch while developing the Butiq Live online class platform. It later participated in the Techstars Boulder Accelerator, reported as the first Latin American startup in that program, and adapted its offering during the COVID-19 pandemic.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Related companies · 10
Companies working in the same space as Fitco.
Timeline · 5
launches, deals, and filingsFitco was described as the first Latin American startup accepted into and receiving investment from the Techstars Boulder Accelerator program.
Fitco reported it was turning toward a launch in the United States in 2020, after operating in seven Latin American countries.
Fitco was developing Butiq Live, an online fitness class platform hosting about 100 classes at the time, with plans to connect it to its gym management platform.
Fitco closed a US$350,000 seed round from Angel Ventures Peru (lead), 500 Startups and Outbound Ventures, to be used to consolidate and strengthen its teams in Mexico, Chile and Colombia.
$350K source ↗
Fitco pitched at Start-Up Chile's G17 Demo Day as one of the top 16 startups of the generation.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 8
primary sources listed
- Fitcofitcolatam.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Fitco do?
- Peruvian SaaS company offering management software for fitness studios, wellness centers and boutique gyms in Latin America.
- Who founded Fitco?
- Fitco was founded by Alexander Mayor, Alexander Mayor Espinoza, Andrea Baba in 2016.
- Who are Fitco's investors?
- Fitco's investors include 500 Global, AVP Ventures, Outbound Ventures, Techstars, devlabs.
- Where is Fitco headquartered?
- Fitco is headquartered in Lima, PE.