obé Fitness

obé Fitness, stylized as obé, operates as a digital fitness platform centered on a subscription-based model, providing users with access to a vast library of live and on-demand workout classes. The company was founded in Brooklyn, New York, in 2018 by Ashley Mills and Mark Mullett.

The founders, both former talent agents at Creative Artists Agency (CAA), leveraged their extensive backgrounds in the entertainment industry to create obé. Their journey began with a shared passion for the boutique fitness scene in New York and Los Angeles. Recognizing a gap in the market for a high-quality, at-home fitness solution that was both effective and engaging, especially for busy individuals and frequent travelers like themselves, they developed the concept of "enterTRAINment"—a fusion of entertainment and fitness. The name obé, pronounced "obey," is an acronym for "Our Body Electric," inspired by a Walt Whitman poem, reflecting a community-focused and vibrant approach to physical well-being.

The business generates revenue primarily through monthly, quarterly, and annual subscriptions, which grant unlimited access to its content. This content is accessible via its proprietary website and mobile applications, streamable on various devices. The platform is designed to cater to a wide audience, with a significant focus on women, by offering personalized plans and considering female physiology in its program design. Clients range from fitness novices to seasoned enthusiasts, including busy parents and professionals seeking convenient, short, and effective workouts.

obé's core service is its extensive digital library, which includes over 7,000 on-demand workouts and up to 22 live classes daily. The classes span more than 20 types, such as HIIT, Dance, Cardio Boxing, Strength, Pilates, and Yoga, most requiring minimal equipment. Workouts are filmed in a distinct, minimalist studio in Brooklyn known for its pastel-colored, neon-lit aesthetic. A key differentiator is its strategic partnership model, collaborating with major entertainment companies like HBO Max, Disney, and Peacock to create themed classes based on popular shows and films. The company has also forged partnerships with brands like Athleta and WW (formerly Weight Watchers) for co-branded initiatives, apparel collaborations, and integration into wellness programs, which serve as a significant customer acquisition channel. In July 2021, obé Fitness secured $15 million in a Series A funding round with a valuation of approximately $190 million, backed by investors including CAVU Venture Partners, WW, Samsung Next, and Athleta.

Keywords: digital fitness, on-demand workouts, live fitness classes, subscription fitness, at-home workouts, women's fitness, Ashley Mills, Mark Mullett, enterTRAINment, boutique fitness, HIIT workouts, cardio dance, strength training, pilates online, yoga classes, wellness platform, fitness partnerships, celebrity investors, CAVU Venture Partners, fitness technology, Our Body Electric