FitOn

FitOn

FitOn was founded by Lindsay Cook and Edward Lando, who previously built and sold the fitness app Skimble. The company is headquartered in West Hollywood and has not publicly disclosed ownership structure or whether it operates as a family office; public records describe it as a venture-backed startup. Wealth origin is attributed to institutional venture investors, not a single family. FitOn's strategy centers on a freemium app with over 2,000 workouts, meal plans, and meditation sessions. The company's revenue model relies on B2B distribution — partnerships with employers, health insurers, and Medicare Advantage plans to offer the platform as a wellness benefit. In 2021, FitOn secured $12M in Series A funding led by M13 Ventures (per TechCrunch, 2021), with additional backing from March Capital and other investors. As of 2025, FitOn's app has been downloaded over 10 million times (per public statements). The company does not disclose AUM or professional headcount. No adjacent vehicles or philanthropic structures are publicly recorded. There are no known recent operational events such as funding rounds or acquisitions in the last 24 months. FitOn's structural differentiator is its B2B2C distribution model — the company does not sell directly to consumers as its primary channel, but instead embeds its content within existing health plans and corporate wellness programs. This avoids the hardware capex of Peloton and the studio costs of ClassPass, making the business model lighter on capital intensity.