Freeplay

Freeplay positions itself in the fitness and wellness market as a flexible, subscription-based service. The company was founded in 2017 by Aaron Mitchell and Adam Chavez, who previously worked together at Domo. The idea originated when they recognized a personal need for more engaging and social ways to exercise, moving beyond the monotony of traditional gym routines. They aimed to create a platform that makes a wide variety of fitness activities easily accessible and encourages people to be active with friends.

The core of Freeplay's business is a mobile application that provides members with an all-access pass to a network of over 100 gyms and fitness studios, primarily located in Utah. The service is set to expand into Arizona. For a single monthly fee, users can explore an extensive range of activities including CrossFit, yoga, rock climbing, boxing, cycling, and swimming. This model targets individuals who seek variety in their fitness regimen and wish to avoid the commitment of a single-gym membership.

The company operates on a subscription revenue model. The standard membership plan allows a user to visit each participating gym up to four times per month. For those who find a preferred location, the application offers the option to purchase an unlimited upgrade for that specific gym, providing a hybrid model that combines variety with the option for a more consistent routine. Freeplay also emphasizes a social component by offering group memberships to make it easier and more accountable for friends to work out together. By aggregating numerous fitness options under one pass, Freeplay provides a cost-effective alternative to paying for individual classes or multiple memberships.

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