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2020
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T H E C O M P A N Y
T H E W H Y
T H E H O W
M I L E S T O N E S
T H E P R O D U C T S
T H E C O M M U N I T Y
T H E U S E R S
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S U M M A R Y
In 2013, Freeletics began disrupting the fitness
industry, a multi-billion-dollar industry previously
dominated by stationary gyms and exclusive
personal trainers. Today, after growing globally
for over five years as a bootstrapped startup,
Freeletics is the creator of one of the world’s
most advanced, effective and popular fitness and
lifestyle apps. Now with over 40 million users,
160 employees and a clothing line, Freeletics
has become one of the fastest-growing
sports and lifestyle companies in the world.
T H E C O M P A N Y
U S E R S
46O
VE
R
Daniel Sobhani
Munich, Germany
C E O
H E A D Q U A R T E R S
O V E R
160 countriesA N D
10 languagesO V E R
160
E M P L O Y E E S
A V A I L A B I L I T Y
T H E H O W
Freeletics was founded with the vision to challenge and inspire everyone to become the greatest version of themselves, both mentally and physically.
Today, it is the leading
provider of AI-based fitness
and lifestyle coaching,
guidieir life, reach their
goals and become the best
they can be – and we will
help them on that journey.
T H E W H Y
Freeletics offers holistic body
and mind coaching to anyone
looking to achieve positive,
life-long change. The Freeletics
app offers hyper-personalized,
AI-powered fitness and mindset
coaching to build lasting habits
and reach long-term health and
fitness goals. It guides people
along their journey of holistic
self-development by putting a
digital personal coach in their
pocket, providing them with
the perfect workout plan and
educational, motivational audio
courses. Nutrition coaching,
community support and a
stream of motivational and
educational content round
out the holistic, long-term
health and wellness journey
users take with Freeletics.
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M I L E S T O N E S
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The first major app update brings social features, new exercises and running to Freeletics.
O C T O B E R
Freeletics Essentials is launched in a new online shop with its debut athleisure collection.
J A N U A R Y The new standalone app Freeletics Running is launched, designed to change the way we run.
M A R C H The new Freeletics Gym app, the world’s first digital barbell workout program, is launched.
M A Y The new Freeletics Nutrition app is launched, a fully personalized program for a clean eating lifestyle.
J A N U A R Y The Freeletics app’s biggest update brings with it scores of new exercises, a second training system, an almost infinite number of workout combinations and an upgraded Coach thanks to new AI and machine learning technology.
O C T O B E R
Freeletics opens its first Training Ground in the heart of Berlin and a new check-in feature is launched, connecting the community both online and offline
N O V E M B E R The Freeletics app is now available in 10 languages: German, English, French, Italian, Japanese, Polish, Portuguese, Russian, Spanish and Turkish.
J U N E A new AI algorithm is released, providing users with the most intelligent digital fitness coach on the market. In addition, 37 new god workouts are released.
N O V E M B E R In a huge update, “Training Journeys” are introduced to the Freeletics app for an even more personalized training experience. For the first time, weights and equipment are also integrated into the previously bodyweight-only training app.
D E C E M B E R To further develop the product and drive global growth, Freeletics closes a Series A funding round worth $45 million.
M A R C H
The first version of the Freeletics Bodyweight app is launched for iOS.
S E P T E M B E R
The first version of the Freeletics Bodyweight app is launched for Android.
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To banish day-to-day workout excuses, the innovative “Quick Adapt” feature is launched, allowing users to tell their Coach if they don’t have equipment or space, can’t run or only have 15 minutes to train, helping the Coach to optimize that day’s workout.
J U N E
The first female-focused Training Journey “Legs, Curves & Core” is launched, targeting the most commonly requested muscle groups.
A U G U S T
The introduction of new Running Training Journeys sees running integrated into the Freeletics app. With this, the Freeletics fitness platform offers more variety than ever, with the option to choose between running, weights or bodyweight-only training, or a combination, all in one app.
D E C E M B E R
The first Training Journeys by professional athletes are released: “Football Fit” by Marc-André ter Stegen, goalkeeper for FC Barcelona and the German national team, and “Enter the Cage” by MMA fighter Stephen “Wonderboy” Thompson. These new Training Journeys allow anyone to train like a professional, regardless of their fitness level, thanks to AI personalization.
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J A N U A R Y
Freeletics Mindset is launched, offering audio-based coaching to help users build healthy habits, cope with setbacks, manage stress and improve their focus, recovery and sleep. This is paired with an upgraded AI
algorithm, allowing daily training plans
with the new Today View feature. With
these updates, Freeletics moves closer
towards its vision of helping everyone
to become the greatest version of
themselves, both physically and mentally.M I L E S T O N E S
THE FREELETICS APP
The Freeletics app helps people build
a holistic, healthy lifestyle, whilst also
developing their willpower, motivation
and confidence. The app is made
up of two main components: The
Training Coach and the Mindset Coach.
Advanced AI technology ensures
users have the most personalized
workout experience possible, while
audio coaching supports them on
their long-term journey towards
their health and fitness goals.
T H E P R O D U C T S
T H E P R O D U C T S
THE COACH
The Freeletics Coach is the most advanced digital personal trainer on the market. It creates HIIT workouts and training plans specifically tailored to a person’s individual preferences, fitness level and goals.
FREELETICS TRAINING
Freeletics workouts are all based on
the principal of HIIT (high intensity
interval training) and are incredibly
effective, maximizing calorie burn
and the afterburn effect thanks to
efficiency of interval training. Just a
20-minute Freeletics workout can
easily replace a lengthy session at
the gym. And with over 170 different
exercises and an almost infinite
number of workout variations in the
app, training will never get boring.
There are two kinds of workouts in
the app, timed signature Freeletics
workouts and custom-built interval
workouts. The 57 signature Freeletics
workouts are named after Greek gods
and mythological characters, such as
Aphrodite, Kentauros and Zeus. They
are a community favorite, with users
battling gods together, comparing their
times and challenging each other to
different workouts. Interval workouts
are a more personal experience, as
they are built by the Freeletics Coach
for each individual user according
to their goals and fitness level.
Thanks to its AI technology, the Coach
constantly learns from the 40 million
Freeletics users worldwide, allowing it
to determine exactly which exercises
and workouts best match each user’s
abilities and goals. It continuously
analyses their performance and
feedback to ensure the user is getting
the perfect workout plan to reach their
goals in an efficient, sustainable and
enjoyable way. No matter which fitness
level or goal, the Coach will compile
the perfect training plan. This makes
Freeletics ideal for both beginners
and experienced fitness fans.
If a workout doesn’t match the situation
on that day, the “Adapt Today” feature
allows users to tell the Coach if they
are too sore, need to train quietly, can‘t
run, have no equipment or too little
space for the prescribed workout, or
just want something different. They
will then get a personalized workout
that fits their needs on that day - no
more excuses for skipping a workout.
Training Journeys are designed to
give users a more personalized and
motivating workout experience,
helping eliminate excuses for
skipping a workout and giving
people the freedom they need to
achieve their fitness goals. Thanks
to the variety of Training Journeys
available in the app, including those
specifically for beginners, older
users, women and those short on
time, there is a program for everyone.
And as all are personalized down to
the last exercise, no two users will
follow the same Training Journey.
T H E P R O D U C T S
TRAINING JOURNEYS
Personalized workout plans are
broken down into Training Journeys.
Once a user chooses their Training
Journey, the Coach will adapt the
plan and guide them through it,
week by week, to ensure they reach
their full fitness potential. Users can
track their progress and commit to
their Journey for six to 12 weeks.
Training Journeys comprise various
training methods: bodyweight-only,
weights, running, bodyweight &
weights and bodyweight & running.
Following a weights Training Journey
but suddenly low on time and
equipment? The Coach can switch
out weight training for that day,
so users have short and effective
bodyweight HIIT workouts instead
- no equipment or gym needed.
FREELETICS MINDSET
The Mindset Coach brings body and mind together for more long-term success and a healthier, holistic life.
Freeletics Mindset helps people to build
a balanced, goal-oriented mindset and
maintain the motivation to improve their
overall health and wellbeing with specially
designed audio coaching sessions. Built on
leading scientific research and developed
by Freeletics experts, the Mindset Coach
works with the app’s AI algorithm to
guide the user along their holistic self-
development journey and ensure it is
more comprehensive and successful
than ever before. The audio courses are
designed to help users improve their
mindfulness techniques and learn new
mental and physical training skills.
Lasting between five and 20 minutes,
they teach the listener how to establish
routines, cope with setbacks, manage
stress and improve their focus, recovery
and sleep, building the perfect foundation
for a long-term athletic lifestyle.
FREELETICS NUTRITION
Alongside regular exercise, nutrition plays a vital role in leading a healthy, fulfilled life. This is why Freeletics created a 100% individualized, goal-oriented app to help people eat healthily.
T H E P R O D U C T S
FREELETICS ESSENTIALS
Many members of the Freeletics
Community wear the Freeletics
hexagon as a badge of pride. In the
company’s early years, users wanted
to show their passion for the brand
to the world through a clothing line.
And so, the athleisure brand Freeletics
Essentials was born. Freeletics
Essentials is not just about looking
good; items are athletically tailored
with functional fabrics which support
the Free Athlete lifestyle. All Freeletics
Essentials items are designed
in-house for the utmost comfort and
performance without sacrificing style.
Performance pieces include
ergonomically cut tights and shorts
as well as functional long sleeves and
tanks. Gear such as training mats,
gym bags, pullup bars and resistance
bands support users on their journey.
Whether it’s burpees, barbells or
sprints, the performance products are
built to endure even the most intense
workouts. Moisture wicking fabric
ensures a pleasant body climate, while
flat seams prevent chafing. All Freeletics
Essentials apparel and gear can be
bought online and is delivered to the EU,
USA, Canada, Norway and Switzerland.
A world away from dieting and calorie
counting apps, Freeletics Nutrition was
developed by experienced nutritionists
with a focus on sustainable results, based
on the principle of clean eating. Users
simply tell the digital Coach whether
they want to lose weight, gain mass or
eat healthier. The state-of-the-art Coach
algorithm then takes important parameters
such as food preferences, daily activity
levels and eating habits into account to
create truly individualized weekly meal
plans. Caloric intake, meal numbers
and macronutrients are all tailored to
the user’s unique parameters, without
them having to worry about tracking
anything. This takes out all the guesswork,
recipe hunting and calorie counting.
The app offers an easy way to develop a
sustainable clean eating lifestyle with a
nutritionist in your pocket. With almost 400
meal options in the app, it doesn’t matter
whether users are vegetarian, vegan or
pescatarian. Recipes contain only natural,
whole and unprocessed foods, combined
in simple and delicious recipes, often with
low-budget, easily accessible ingredients.
The Coach creates weekly meal plans
with multiple options, gives personalized
advice and healthy eating-out alternatives.
Users can even integrate their workouts to
automatically recalibrate their meal plans.
T H E C O M M U N I T Y
Anyone who is part of the Freeletics Community will agree that it is special. Be it in a park or an outdoor fitness ground –
people all over the world gather for Freeletics group
trainings. Free Athletes compare their personal
bests, share training tips and connect both online
and offline. With over 1,000 training spots saved
in the app, it is easy to find your local Freeletics
users and hotspots. The Freeletics app features
a social media-like feed which, combined with
local Freeletics groups on social media, forms a
motivating and supportive community. Free Athletes
frequently post transformation pictures and videos
online which, in turn, help to inspire millions.
Freeletics is more than the creator of fitness
apps; it is a lifestyle powered by one of the most
passionate and dedicated communities in the world.
From Brazil to Scotland, people all over the world experience
life-changing transformations with Freeletics. They are living
proof that anything is possible if you really want it enough, and
that Freeletics is about much more than the “perfect body.” T H E U S E R S
A R N E , 2 4
G E R M A N Y
When I finished the first 15 weeks and saw what I had achieved, I knew I could reach any goal in my life with the right mindset. As I learned how to push my body to achieve results, I also learned how to push my mind.”
L E V E N T , 2 5
G E R M A N Y
“Freeletics has helped me become content with my life. But I always want to become a better Free Athlete.”
S U N N Y , 2 4
G E R M A N Y
“When I first started running, I had to keep stopping. I was slower than the others and I was always grasping for air. I couldn’t keep up and I was really struggling during every workout. But I now feel fit, confident and athletic. I have more energy than ever before and I run and run, further than I ever imagined I could.”
A N A , 3 5
B R A Z I L
“Having been sedentary my whole life, I never imagined that after 35 years and two children, I would achieve my best physical form
and even wear clothes I haven’t worn since I was fourteen!”
S E A N A , 2 3
S C O T L A N D
“My new life is amazing. I’m so happy and confident. In my eyes, there is nothing I can’t do anymore. Freeletics is an amazing thing. It was my chance. My opportunity. And the thing that saved me from living a life I knew was below my capabilities.”
J U L I A N , 2 6
G E R M A N Y
“Initially, when I looked in the mirror, I couldn’t believe it. Just a few months ago, I had looked at others and thought “Wow! What they have achieved is just great!” – I thought I could never do that.
And now, all of a sudden, other people say exactly these words to me. Incredible doesn’t even cover it.”
S O N J A , 2 5
G E R M A N Y
“Freeletics is not a magical diet program where you lose weight and gain muscle just by chance. It’s about creating a whole new mindset. Succeeding in the end after having struggled so hard. Finally, it’s about finding new friends and supporting each other.”
O S W A L D O , 2 7
B R A Z I L
“In the end, it was the best decision I ever made. I’m a different person now: the perfect combination of power and confidence. As a result, I go out, meet new people and experience the world which I kept my distance from for so long before.”
If you would like to review the Freeletics apps, register for free at www.freeletics.com
Then simply send your request
to press@freeletics.com,
including the e-mail address
you used to register, and
you will receive full access
to the Freeletics Coach.
Freeletics GmbH
Lothstr. 5, 80335, Munich
Germany
press.freeletics.com
press@freeletics.com
+49 162 164 5036
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