Cody
Train with top coaches and a supportive fitness community. Available on iPhone, Android, and the web..
| Date | Investors | Amount | Round |
|---|---|---|---|
| N/A | €0.0 | round | |
| N/A | €0.0 | round | |
| N/A | €0.0 | round | |
| investor investor | €0.0 | round | |
N/A | Acquisition | ||
| Total Funding | 000k | ||
Cody Inc. operated as a digital fitness company that developed a web and mobile application to provide on-demand fitness classes. The company was founded in 2012 in Seattle, Washington, by Pejman Pour-Moezzi and Paul Javid, two former Microsoft employees. Their experience, with Pour-Moezzi having worked on Bing and both being MBAs, shaped their initial approach. The founders' journey began with a focus on creating a social network centered around fitness, aiming to build a community where users could share workouts and motivate each other. This initial concept, pitched as the "Instagram for Fitness," struggled to gain traction and monetization proved challenging, leading the company close to shutting down.
Facing financial pressure, Cody pivoted its business model to focus on selling high-quality workout video bundles from popular fitness instructors. This strategic shift was highly successful, generating over $1 million in revenue within the first 12 months. The platform's core offering became its extensive library of fitness videos spanning yoga, weightlifting, barre, and more, which users could purchase individually or in packages. The app was designed to be less intimidating than metric-heavy competitors, emphasizing community support and social interaction over performance statistics. Users could log their workouts, share progress with photos and notes, and engage with friends and instructors through likes and comments.
The company's success and established user base led to its acquisition by the premium apparel brand Alo Yoga in December 2017. Following the acquisition, Cody was rebranded as Alo Moves. The business model transitioned from pay-as-you-go video bundles to a subscription service, offering users access to the entire library of classes for a monthly or annual fee. This integration allowed Alo Yoga to expand its ecosystem from apparel into the digital content space, aligning with its strategy to become a comprehensive wellness lifestyle brand.
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