Melbourne, VIC

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Welcome Fit makes online workouts convenient and effective for participants. By enabling other fitness businesses to access and customise our platform, they too can provide online fitness at scale. Welcome Fit embraces technology that connects real experts with remote participants in a meaningful and effective way. Completely interactive, a live online workout is like exercising in front of a mirror, with your coach right beside you for feedback and support. Participants can join live group workouts, which are run across each day, in different exercise types. Coaches can also use the platform to train their own clients any time.

Where did the genesis/idea for your business come from?

I was a senior executive for a global company, and my role required extensive international travel. Spending so much time in planes and boardrooms made me acutely aware of how inactive I was becoming. This awareness led me to understand just how big of an issue inactivity is globally, with the World Health Org actually highlighting inactivity as a primary contributor for premature death worldwide. So I looked into why fitness was declining, even though fitness app usage was growing rapidly, and I learned that the average fitness app is deleted within 2 weeks, with the user resorting to old behaviours due to there being no accountability to stay on track. On-demand fitness videos were also ineffective, as they’re redundant after the first view. We can’t get people to work less, but we can make it easier to access a fitness professional by bringing them to your device in real-time, and in an interactive way the very moment you’re able to exercise.


What do you believe sets your business apart from those already in the market?

With Welcome Fit, the participant and trainer can see each other, and the screens can be controlled to change views, making them much better for exercise than traditional streaming platforms. For example, in mirror view, a participant sees themselves in the main screen, instead of the trainer, so it’s just like working out in front of a mirror with a trainer right next to you. Exercises can be demonstrated using HD clips, instead of a trainer having to personally demonstrate each and every time. This is important, as it means that instruction becomes consistent, and trainers can provide a service from anywhere without it negatively impacting the client’s experience. The ability to train up to 1000 participants at once has made us very interesting for fitness influencers, who are looking for new ways to engage their followers and to monetise their personal brand. Even in a 1,000 person session, the influencer can bring guests into the live stream, which is a great fan experience. We’re interesting for brands too, as they can get more screen time than traditional media. For example, an influencer in Brand A gear who is also playing exercise clips recorded in Brand A gear, can get 100% screen time to dozens or even hundreds of people in a 20 min workout.


What’s your key demographic?

Any fitness professional is able to build their own business using Welcome FIt. Trainers can customise logo, pricing, exercises, landing pages and more. We’re seeing significant interest from fitness influencers who are looking to complement their own app, or who don’t have one. We’re very excited about some prominent influencers who will start broadcasting with Welcome Fit during April 2019. We also have our own group of trainers who run group workouts across the day, which are open to participants everywhere. People can start with a free intro workout, and then join for a monthly fee and attend as many group workouts as they like. Certified trainers who are interested in joining our schedule and being provided with clients, working from home and choosing their hours are welcome to send us an enquiry.



What are people most excited by about your product? What do they like most?

Participants really enjoy the concept of being able to workout with a real fitness professional in their living room or hotel room, however the “WOW” moment comes when they experience the interactivity our platform enables. Trainers have the same experience. They move from thinking it’s just another streaming app to “WOW” the moment they start using the interface.


What have you learnt about yourself building your company?

A startup is such a massive undertaking. I’ve funded Welcome Fit myself to date, which is a huge risk. Any setback is an opportunity to call it quits and return to the safety of the corporate world, however I truly believe the world needs to be more active, and that Welcome Fit can play a significant role in making it possible, so I’ve been surprised by how much I’ve enjoyed the tumultuous ride of trying to launch a startup. I will do everything I can to ensure Welcome Fit is a success.


As a business, what have been some of the biggest challenges have faced to date?

We’ve loved seeing the ‘WOW’ moments, and we need to get better at helping people to understand the differences and value without having to actually join a live session. We’re constantly working on our positioning as we receive more feedback, and I expect the challenge to be ongoing. However, it will need to be solved before we’re able to really scale. The other challenge is the speed of development. We’re a small team, and we don’t have the luxury of being able to make many mistakes. Staying focussed is critical for us. We need to build things people actually want, not the things we think they want.


Looking ahead to the next 12 months, what milestones do you wish to reach?

We plan to launch in April, with the first ‘big’ workout to happen with a very prominent influencer who has joined us along the way. We have some metrics we’ll be tracking, and once we’re satisfied we’ll push into overseas markets.


Anything else you’d like to mention?

ASTN members are welcome to go to to learn more, view our daily schedule and join us for a free workout!


Interested in getting involved with Welcome Fit? Contact them via email


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