FitOn
West Hollywood, US · Founded 2018 · Delaware corporation · 100 employees on LinkedIn · 11 known investors
FitOn is a digital wellness platform offering on-demand workouts, meditation, yoga, and personalized nutrition and meal plans, with social features like challenges and friend support. It also provides courses targeting health and chronic conditions such as diabetes, heart health, and sleep, accessible on any screen with no equipment required.
Also known as FitOn Inc.
Founders & leadership
FitOn was founded in 2018 by Lindsay Cook.
Board
Investors · 11
Also in the syndicate · 2
Reported raises · per SEC filings
Form D private placements$109.5M disclosed across 6 of 8 rounds · 2018–2025
▶$48.7MraisedFeb 2025 · 4 investors · Other TechnologyRule 506(b)
- Lindsay CookExecutive Officer, Director
- Russell CookExecutive Officer, Director
- Edward J. Buckley IIIDirector
- Yash PatelDirector
- Brett CarlsonDirector
- Deb GageDirector
- David SchallerDirector
- Offering amount
- $63.7M
- Amount sold
- $48.7M
- First sale
- Jan 2025
- Incorporated
- Corporation, Delaware
- Federal exemptions
- 06b
▶$3.5MraisedMar 2024 · 3 investors · Other TechnologyRule 506(b)
- Russell CookExecutive Officer, Director
- Edward J. Buckley IIIDirector
- Yash PatelDirector
- Lindsay CookExecutive Officer, Director
- Garrett MarsiloDirector
- David SchallerDirector
- Deb GageDirector
- Offering amount
- $3.5M
- Amount sold
- $3.5M
- First sale
- Feb 2024
- Incorporated
- Corporation, Delaware
- Federal exemptions
- 06b
▶$20.6MraisedDec 2022 · 19 investors · Other TechnologyRule 506(b)
- David SchallerDirector
- Russell CookExecutive Officer, Director
- Lindsay CookExecutive Officer, Director
- Deb GageDirector
- Edward J. Buckley IIIDirector
- Yash PatelDirector
- Offering amount
- $29.2M
- Amount sold
- $20.6M
- First sale
- Feb 2022
- Incorporated
- Corporation, Delaware, 2018
- Federal exemptions
- 06b
▶$25.1MraisedMar 2022 · 25 investors · Other TechnologyRule 506(b)
- David SchallerDirector
- Lindsay CookExecutive Officer, Director
- Russell CookExecutive Officer, Director
- Yash PatelDirector
- Offering amount
- $25.1M
- Amount sold
- $25.1M
- First sale
- Aug 2021
- Incorporated
- Corporation, Delaware, 2018
- Federal exemptions
- 06b
▶$7MraisedJan 2020 · 13 investors · Other TechnologyRule 506(b)
- Russell CookExecutive Officer, Director
- Lindsay CookExecutive Officer, Director
- Offering amount
- $7M
- Amount sold
- $7M
- First sale
- Jan 2020
- Incorporated
- Corporation, Delaware, 2018
- Federal exemptions
- 06b
▶$4.6MraisedDec 2018 · 15 investors · Other TechnologyRule 506(b)
- Russell CookExecutive Officer, Director
- Lindsay CookExecutive Officer, Director
- Offering amount
- $4.7M
- Amount sold
- $4.6M
- First sale
- Nov 2018
- Incorporated
- Corporation, Delaware, 2018
- Federal exemptions
- 06b
Source: SEC EDGAR Form D. Amounts as filed; amended filings shown once at their latest values.
Company profile
researched Aug 2026FitOn is a digital fitness and wellness platform providing on-demand workout classes, guided meditation, yoga, and nutrition content through a mobile and multi-screen app. The catalog spans cardio, strength, pilates, toning and yoga, is designed to require no equipment, and includes personalized meal plans with more than 500 exclusive recipes. Social features such as challenges and workouts with friends are positioned as engagement and motivation mechanics.
Beyond general fitness, the platform offers guided courses targeting health conditions and clinical areas including diabetes, heart health, musculoskeletal (MSK) health, fall prevention and sleep. Product lines documented in the company's help center include FitOn PRO, FitOn Health and FitOn Care, alongside device and wearable integrations, trainer and workout libraries, and challenges. The company also publishes an editorial blog covering fitness, habit-building, healthy aging and women's health topics.
FitOn was founded in 2018 and is headquartered in West Hollywood, California, with about 75 employees reported as of February 2024. It is co-founded and led by CEO Lindsay Cook, previously VP and head of consumer devices and product marketing at Fitbit, with co-founder and president Russell Cook, previously founder of AllTrails.
Founding story
FitOn was founded in 2018 by Lindsay Cook, who previously served as VP and head of consumer devices and product marketing at Fitbit, and Russell Cook, previously founder of AllTrails. The app launched in 2019 with the aim of making fitness accessible through free, on-demand classes that require no equipment.
Business model
FitOn operates a freemium consumer subscription app: users can sign up for free, with premium tiers (FitOn PRO) offering additional content and features. Alongside the direct-to-consumer product, the company sells to organizations through enterprise and health-plan channels — marketed on its site as an offering for organizations and supported in its help center by FitOn Health and FitOn Care product lines. The 2022 acquisition of Peerfit added a network model in which employers and health plans fund employee and Medicare-member access to gyms and fitness studios.
Revenue is derived from consumer subscriptions on top of a free tier (FitOn PRO), plus enterprise, employer and health-plan channels via FitOn Health, FitOn Care and the acquired Peerfit business, which delivers fitness benefits through health care plans.
Traction
Reported membership rose from 6 million in January 2021 to more than 10 million by February 2022 and 15 million or more by July 2023. As of July 2023 the app was rated 4.9/5 from 282,500 Apple App Store reviews and 4.7/5 from 95,700 Google Play reviews, with 5 million or more Google Play downloads. The acquired Peerfit business brought 1 million members and more than 13,000 employer customers. The company website cites 400,000-plus five-star reviews and a community of over 15 million members.
Latest developments
The most recent transaction reported in the sources is the February 2022 $40 million Series C and the concurrent acquisition of Peerfit. Membership was reported at 15 million or more as of July 2023, and headcount at approximately 75 as of February 2024. The company's website and help center remain active, listing FitOn PRO, FitOn Health and FitOn Care product lines.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
FitOn is described in press and profile sources as a leading digital fitness platform among the many at-home fitness services that expanded during the pandemic-era shift to livestreamed and on-demand workouts. It had raised $70 million in disclosed funding as of 2022 from investors including Delta-v Capital, Accel and Maverick Ventures, and reported a membership base in the tens of millions.
FitOn positions itself on breadth of free and premium content, no-equipment accessibility across any screen, celebrity-led classes, and social features such as challenges and friend support. The acquisition of Peerfit combined FitOn's digital library with an in-person gym and studio network reimbursed through employers and health plans, creating a combined virtual and in-person wellness offering, and its condition-specific course catalog extends the product beyond general fitness into chronic-condition support.
Technology
The product is a multi-platform app delivering streamed on-demand fitness, meditation and yoga content with personalized workout and meal plans, challenge and social features, and integrations with third-party devices and wearables as documented in the company help center.
Go-to-market
Distribution is primarily app-based and free-to-start, with sign-up promoted directly on the company website and apps available on the Apple App Store and Google Play. Celebrity trainers including Halle Berry, Gabrielle Union, Julianne Hough, Lindsey Vonn, Jeanette Jenkins, Kenta Seki and Vytas serve as a content and awareness driver, supported by an editorial content blog. A separate organizational track markets FitOn to employers, and the Peerfit acquisition brought established relationships with health plans and more than 13,000 employers.
Consumers seeking at-home, no-equipment fitness, mindfulness and nutrition guidance, including seniors, women at midlife and people managing chronic conditions such as diabetes and heart disease; and organizational buyers — employers, health plans and Medicare populations — served through FitOn's enterprise offerings and the acquired Peerfit network.
Geography
Headquarters are in West Hollywood, California (also reported as Los Angeles). The acquired Peerfit business was based in Tampa, Florida. The app is distributed digitally through the Apple App Store and Google Play, and website content is available in multiple languages.
History
The company was founded in 2018 and launched its app in 2019. It raised $18 million in a round led by Delta-v Capital reported in October 2021, followed by a $40 million Series C announced in February 2022, also led by Delta-v Capital, which brought total disclosed funding to $70 million. Concurrent with the Series C, FitOn acquired Tampa-based corporate wellness platform Peerfit, extending the company into health-plan and employer distribution. Reported membership grew from 6 million in January 2021 to more than 10 million in February 2022 and 15 million or more by July 2023.
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.
Competitors · 4
by search overlapCompanies competing with FitOn for the same Google search keywords, organic and paid, via search-intersection analysis.
Acquisitions · 1
Early investors' stakes continue via these dealsPeerFit (operating as FitOn Health) provides digital fitness and wellness content via an app, combined with access to a national network of in-person fitness experiences, targeting corporate employers seeking employee health and wellness programs.
Timeline · 2
launches, deals, and filingsFitOn acquired Tampa, Florida-based corporate wellness platform Peerfit, which partners with gyms and fitness studios such as Life Time and Barre3, is used by more than 13,000 employers to deliver fitness benefits through health care plans, and has 1 million members across consumers, employees and Medicare recipients. Financial terms were not disclosed.
Press coverage reported an $18 million funding round led by Delta-v Capital.
$18M source ↗
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
Legal entities · 1
corporate structureIn the news
▸Research sources · 8
primary sources listed
- FitOnfitonapp.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does FitOn do?
- Digital fitness and wellness platform offering on-demand workouts, meditation and nutrition plans to consumers, employers and health plans.
- Who founded FitOn?
- FitOn was founded by Lindsay Cook in 2018.
- Who are FitOn's investors?
- FitOn's investors include Accel, Causeway Partners, Crosscut Ventures, Mantis Capital, Second Avenue Partners, Titanium Ventures, Delta-v Capital, Maverick Ventures and 1 more.
- How much funding has FitOn raised?
- FitOn has disclosed $109.5M raised across 6 of its 8 known rounds.
- Where is FitOn headquartered?
- FitOn is headquartered in West Hollywood, US.