Fitprime

Fitprime positions itself as a strategic partner for corporate wellbeing, focusing on enhancing employee wellness and fostering a positive work culture within Italian companies. Founded in Rome in 2016 by Matteo Musa, Laura Carpintieri, Gianluca Mozzillo, and Pierluigi Casole, the company emerged from the founders' shared passion for sports and their firsthand experience with the inconvenience of managing multiple gym memberships. This personal pain point led to the creation of a single, flexible subscription service for accessing a wide network of fitness centers. The founding team combines diverse expertise: Matteo Musa serves as the CEO, Laura Carpintieri as the Chief Marketing Officer, Gianluca Mozzillo as the Chief Technology Officer, and Pierluigi Casole as the Chief Product Officer.

Initially targeting individual consumers, Fitprime pivoted its business model to a B2B focus, now exclusively serving the corporate welfare market. The company designs customized wellbeing programs for businesses, addressing the specific needs of their workforce to boost engagement and retention. Its revenue model is centered on providing these tailored corporate solutions. This strategic shift proved successful, attracting major clients such as Eni, Enel, Unicredit, Accenture, and Luxottica, and granting access to its programs for over 500,000 employees in Italy. The company's growth trajectory includes a significant milestone in May 2024, when it was acquired by Wellhub (formerly Gympass), a global leader in the corporate wellness sector. This acquisition integrates Fitprime into a larger ecosystem, enhancing its capabilities and market reach while maintaining its operational focus on the Italian market.

The core offering is an integrated wellbeing ecosystem that extends beyond physical fitness. It provides employees with access to a vast network of thousands of sports centers across Italy, alongside a digital platform offering online workouts. Complementing the fitness component, Fitprime delivers services for mental health through psychological support, nutritional guidance, and specialized training and team-building activities. This holistic approach allows the firm to construct measurable programs aligned with the human resources and people management objectives of its corporate clients, moving beyond standardized benefits to create personalized employee experiences.

Keywords: corporate wellbeing, employee wellness, B2B, fitness marketplace, corporate benefits, employee engagement, mental health support, nutritional guidance, Wellhub, corporate welfare