Dutch app Fitmo launched to consumers in November 2014, connecting people to real personal trainers, but doing so virtually – a way of getting around the issue of having enough personal trainers to meet demand.
Coaches determine their own rates and clients choose their coach; all are certified in either personal training or nutrition, or both. Fitmo then takes a 20 per cent cut of the coaches’ rates.
On offer is dietary, lifestyle and exercise advice; users receive on-demand, personalised programmes and ongoing support and advice via messages and video calls. Clients can choose the level of support that they want: packages start at US$9 a month, rising to US$250.
The average price paid per month is US$60, which offers unlimited chat support from the coach, a tailored health plan and a weekly video chat check-in. User numbers are not disclosed, but are said to be in the thousands across the world.
The app’s founder Dave Roeloeffs says his model ensures continuity: people’s training programmes needn’t be disrupted even during holiday season or if they’re travelling with work.
The app also allows users to synch wearable devices, so their personal data can be taken into account: the coach keeps an eye and keeps fine-tuning the workout programme to help the user reach their goals.
In contrast to VINT and TruBe – which both aimed to make it easy and convenient to book a PT – Fitmo is approaching it from the angle of making PT more affordable to a wider audience, to support behaviour change.
“Personal trainers are the ultimate form of personalisation, but very few people can afford one based on the current business model, where you pay top dollar to do sit-ups together,” says Roeloffs.
“We created Fitmo to democratise this elite service, by taking the overcapacity of coaches and connecting that with an unmet need among consumers looking for an affordable coaching service.”
But it’s not only users who benefit from Fitmo’s virtual model. It’s also great for PTs, who can sign up to be a Fitmo coach and do sessions in between their ‘real life’ clients. They can also reach people all over the world, far beyond the walls of bricks and mortar clubs, and could even work if they were ill or injured.