Startup Q&A is an interview series showcasing early-stage health, fitness, and wellness companies.
In this Q&A, we heard from Jason Goldberg, founder and CEO of Moxie — the world’s first “hybrid” fitness platform. We discuss seizing an opportunity during the pandemic, developing a marketplace for both consumers and creators, and exploring fitness’s omnichannel future.
Can you tell us about what you’re working on at Moxie?
Jason Goldberg: Moxie is the world’s first truly hybrid fitness platform. Our proprietary two-way interactive streaming technology enables consumers to work out directly with coaches, both virtually and in-person.
Our platform opens where you choose to work out to an entire world of possibilities: Anywhere. Anytime. Where you live. Where you travel. Outdoors. In the studio. At your convenience. On your schedule.
Subscribers can choose from more than 500 live classes per day, including both virtual and in-person options. More than 70,000 pre-recorded workouts are also available on-demand. Unlike other fitness platforms like Peloton and Apple Fitness+, Moxie facilitates interactive coaching and feedback during fitness classes through two-way live streaming capabilities.
For fitness professionals, the Moxie platform provides everything needed to grow their businesses, helping individual instructors and small studios host live classes, monetize on-demand workouts, manage and communicate with members, and gain new clients.
For both subscriber and trainer, Moxie’s inclusive and welcoming community is a differentiator. We’re genuinely democratizing fitness and making it more approachable for everybody.
How did you come up with the idea? What key insight led you to pursue this opportunity?
JG: My team was developing enterprise payments technology when the pandemic hit. Some of our customers were in Asia, so we caught wind of the disruption early on. By February of 2020— many months before the US wised up to the pandemic—we realized that the next couple of years were going to be a rethink for everyone.
As a longtime fitness enthusiast, I realized that the one thing I was going to miss the most if the world was in lockdown for the foreseeable future was gym classes. When asked, 80% of our team said the same. So, I told them, “Well, then let’s build something that we all need more than ever right now.”
We then interviewed hundreds of fitness instructors and enthusiasts. Based on their inputs, we shut down our previous business, launched Moxie in June 2020, and we’ve been rapidly improving it ever since.
How did you turn your idea into a company?
JG: We’ve been fortunate to partner with thousands of fitness instructors who have provided input into the Moxie platform. Hundreds of them earn significant income on Moxie today, and our ongoing conversations with them and their clients is part of our “special sauce” that has enabled us to go from 0 to 1 so rapidly.
We’re also fortunate to have investors who support our bigger vision: a world where everybody’s home for fitness is where you are right now. To date, we’ve raised $9 million from leading investors who believe in it too.
How big can this get? What’s the addressable market and how do you go about capturing it?
JG: The fitness industry is a $96B industry, and Moxie is really the only platform out there designed for the future of fitness — one which caters to everyone.
In a post-pandemic world, we believe consumers will continue to want the flexibility to work out how and when they want (in person or virtually), and our disruptive technology offers a way for people to get interactive and connected fitness experiences, no matter where they are. That’s what sets us apart in the market.
Who is the core customer? How are you acquiring customers? And how will you grow the customer base?
JG: Our core customer is anyone with a desire to achieve their fitness and wellness goals, as well as any talented professionals interested in joining an instructor community.
On growth, we are building the Moxie brand by word of mouth. One great experience leads to another, both on the consumer and instructor sides of our marketplace.
Looking at your road map, what are some of the milestones you’re targeting over the next 3–6 months?
JG: Moxie has rapid growth and expansion plans for 2022, and unlike many companies struggling to define the future of fitness post-COVID, we have a clear product roadmap and vision.
A recent milestone as of August 2020, we opened the world’s first hybrid fitness studio in the DC Metro Area. Moxie Bethesda brings virtual and in-person fitness experiences to a new level and enables instructors to teach classes in person and online simultaneously via our state-of-the-art technology.
One of our biggest goals is to grow our physical presence and open dozens more hybrid studios nationwide in the coming year.
Anything else you’d like to share with readers?
JG: More and more instructors are leaving traditional gyms like Equinox, Life Time, and Barry’s to join Moxie, where they can make more money while working less hours with more flexible schedules.
The pandemic was a catalyst — a wakeup call and a motivator to rethink the fitness profession. Fitness professionals are the talent in this industry, and they should be treated that way.
I believe there will be two lasting effects of the pandemic for the fitness industry:
- Consumers will get great fitness experiences wherever they are, whether in studio or virtual.
- Fitness professionals will gravitate to platforms and companies that treat them fairly and recognize the value of their talents.
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