When Neda Talebian Funk and Caroline Levy Limpert founded FITiST, they wanted to provide the answer to the greatest question of the tread-mill-after-work fitness enthusiasts: Why is there not an easy and affordable way to mix-and-match the endless list of fitness and athletic classes? Funk and Limpert partnered with investor Jonathan Cranin and launched FITiST as a member-only online fitness service.
Before the trio finally launched FITiST, their programs have to go through six months of grueling tests to curate their list of programs. FITiST has to spend $3,200 for the curation, but the partners said it was the most important part of the company’s organization costs.
When asked about the importance of curation, Limpert said it was essential for the creation of an awesome product. “We have tried the programs so we know we have the best products,” she said. Funk and Limpert are FITiSTS who have been doing triathlons, marathons and gym classes for years. They are banking on these years of experience to create the programs that would set this self-funded startup apart from the more established fitness companies.
During the six-month curation period, the founders have tried about 300 programs, covering every known fitness program: Pilates, Yoga, fight class, “bootcamp” type and others. While the tests were going on, the team has to evaluate the overall experience: the class, the client service, and the results. Funk and Limpert have to be sure that the programs deliver the promised results.
Bundling sets FITiST apart from other online and brick and mortar fitness clubs. Class bundles have specific goals. These programs have been curated by experts like personal trainers, sports doctors and even OB-Gynaecologists. (The most popular class bundles at FITiST are the “Mom-to-Be” and “New Mom” programs.)