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Caliber, with $2.2 million in seed funding, launches a fitness coaching platform

The coronavirus pandemic has thrown the fitness space for a loop. Caliber, a startup that focuses on one-to-one personal training, is today launching a brand new digital coaching platform on the heels of a $2.2 million seed round led by Trinity Ventures .

Caliber launched in 2018 with a content model, offering an email newsletter and a library of instructional fitness content.

“My cofounders started testing the idea of coaching people individually and that’s where the light bulb really went off,” said cofounder and CEO Jared Cluff. “They saw that more than anything, people need expert guidance and a really genuinely personalized plan for their fitness routine.”

That was the origin of Caliber as it is known today.

When users join the platform they are matched with a Caliber coach. The company says that it brings on about five of every 100 applications for coaches on the platform, accepting only the very best trainers.

These coaches then take into account the goals of users and build out a personalized fitness plan in conjunction with the user, which begins with a video or phone consultation. Once the plan, which is comprised of strength training, cardio and nutrition, is finalized, the coach loads it into the app.

Users then follow the instructions from their instructor via the app and log their progress. Interestingly, these aren’t live video appointments with a trainer, but rather an asynchronous ongoing conversation with a coach that is facilitated by the app.

Users can also integrate their Apple Health app with Caliber to track nutrition and cardio, giving the coach a full 360-degree view of their progress.

Alongside providing feedback and encouragement, the coach ultimately provides a layer of accountability.

This combination of real human coaching in a less synchronous, time intensive manner has allowed for Caliber to charge at a higher price than your standard workout generator apps but come in much lower than the average cost of an actual, in-person personal trainer.

Most Caliber users will pay between $200 and $400 per month to use the platform. Coaches, which are 1099 workers on Caliber, take home 60 percent of the revenue generated from users.

Pre-launch, Caliber has more than tripled its membership across the last six months and increased the number of workouts per member by 150 percent, according to the company. Cluff says the startup is doing north of $1 million in annual recurring revenue.

Of the 41 trainers on the platform, 37 percent are female and about a quarter are non-white. On the HQ team, which totals seven people, one is female and two-thirds of the founding team are LGBTQ.

“The biggest challenge is not dissimilar to the challenge we faced at Blue Apron, where I was most recently, in that we wanted to create the category around mealkits,” said Cluff. “We want to build a category around fitness training in a space that is super fragmented with no branded leader.”

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MYXfitness Is The First At-Home Fitness Brand to Integrate National News, Plus a Full Suite of Revolutionary Content On Its Platform

MYX’s member research shows content variety outside of structured workouts is becoming an important factor in what people crave as they tackle fitness at home. While on-demand, one-on-one coaching is essential, catching up on the news, virtually exploring an exotic locale or discovering motivational content, might be what the day calls for. MYX Media provides members those options and more, while still integrating heart-rate data as a powerful measure and motivator.

“Adding MYX Media to our one-on-one coaching and customized heart-rate training, further positions MYX as the most personalized experience in at-home fitness,” says Heberto Calves, President of MYXfitness. “The fitness-tech industry at large seems disproportionately focused on the competitive, ‘workout to win’ consumer. The MYX content and experience speak to the 58% of the market that identifies as ‘workout for life’. These consumers are looking for real results for real life and have asked for options, beyond coaching content, to stay motivated and engaged. MYX Media provides those options and redefines what people should expect from the at-home fitness experience.”

At launch, MYX Media will include:

  • News Streaming: Straightforward, opinion-free, 24/7 news from MYX’s partner Newsy. This partnership allows members to conveniently stream the news to stay informed on important headlines, while squeezing in a workout from the comfort of their own home. For Newsy’s full programming lineup, visit newsy.com/tv-schedule/.
  • Mat Chats: Original interview series with industry and subject-matter experts hosted by MYX Coaches. The series explores fitness, health and wellness topics that the MYX community will learn about together. It empowers members with information, tools and options on a number of subjects ranging from debunking nutrition myths and healthy relationships to sticking to your fitness goals and sleep.
  • Coach Diaries: Intimate interviews with MYX Coaches who share personal stories about their real lives to strengthen the bond between coaches and members. In each episode, a MYX Coach reveals how fitness and movement helped them get through personal obstacles like body image, sobriety, divorce, anxiety and more.
  • Scenic Rides: A series of exotic, scenic rides for virtual travels to far away locales such as New Zealand, Northern Italy, Hawaii and more. The timed rides offer an immersive, self-paced alternative to coach-led workouts with amazing views as you pedal across the Pacific Northwest, Costa Rica or the Chilean Patagonia.

MYX Media features (Newsy, Mat Chats, Coach Diaries, Scenic Rides) go live October 27, 2020. For interviews, access to content or demos please contact [email protected].  

About MYXfitness

MYXfitness delivers a smarter simpler way for all people to make fitness part of their daily lives. The brand’s cornerstone products, The MYX and The MYX Plus, offer professional-quality equipment at an affordable price, hundreds of on-demand classes, combined with expert coaching on a digital platform, designed to improve endurance, strength, mobility and flexibility. Using science-backed methods, MYXfitness utilizes proprietary heart rate technology and cross-training, brought to life through positive