Sick of coaching apps charging more for every client you sign, then extra for the features you need? Own your app instead: no per-client fees, no add-ons, and features built for your discipline.
Built with you by a systems engineer. Yours to keep.
White-label apps make growth expensive. Trainerize, Everfit, TrueCoach: the more you grow, the more they charge.
Every fitness business that has ever been sold owned its own product.
Sweat, Centr, and the niche cycling, running and strength apps that are acquired every year.
None were built on someone else's platform, they all owned the asset.
Renting an app costs you money. Owning one gives you an asset you can grow and ultimately sell.
Subscriptions and one-off sales are paid straight into your own account. No platform cut, no revenue share.
Your app, your code, your App Store listing. Something you can grow, hand off or sell, not a subscription you'll never get back.
Every client, every PR, every message lives in your own backend. Nobody can lock you out of your own relationships.
Race calendars, climbing grades, fight-camp timers, surf conditions. Whatever your sport needs, it's your code to add.
Your method as structured programs and a workout library no competitor can copy, under your name on every screen.
Change what you like, when you like. Updates ship on your schedule, not someone else's.
Clients don't pay for a generic fitness app. They pay for your method, your cues and your programming for their sport.
Every screen customised to your discipline, every session giving specific guidance under your name. Eight examples, each built for a different coach.
Weeks, days and sessions laid out the way you coach, not the way a template does.
Sets, reps, rest timers and your own demo on every exercise.
PRs, pace, weights and photos, charted from data you own.
Subscriptions and single purchases, paid straight to you.
Messages and video replies, logged on your server.
Your logo, your colours, your onboarding, your App Store listing.
A climbing grade log, a race calendar, a paddle-fitness test. It's your code.
Thirty-day challenges and a leaderboard that keeps people coming back.
Years of training clients, refining your method, learning what actually works. The expertise is real. Nobody can take that.
A full book of in-person clients who show up because you get results. Referrals, regulars, people who've trained with you for years. That's real too.
There are only so many hours in a day and only so many sessions in them. Your reputation grows. Your income doesn't.
Your programs in a branded app, under your name, on the App Store. Clients train with you anywhere. Payments go straight to you. Built with you, owned by you.
Recurring subscriptions from people you've never met in person. A library that keeps earning. A business you own and can grow, hand off or sell.
Five-year cost at three sizes. Platforms charge more as you add clients. FitDev doesn't.
| 5-year total | 50 clients | 100 clients | 300 clients |
|---|---|---|---|
| Trainerize | ~$9,500 | ~$14,900 | ~$17,900 |
| Everfit | ~$7,700 | ~$10,400 | ~$19,400 |
| TrueCoach | ~$8,200 | By quote | By quote |
| Playbook marketplace (about 44% of every sale) | ~$39,600 | ~$79,200 | ~$237,600 |
| FitDev (one-time cost) |
Five-year totals at monthly billing rates. Competitor pricing from each platform's published rates, September 2026. FitDev pricing accurate as of September 2026 and subject to change.
Tell me your discipline, your clients, and what you sell today. I take on a small number of founding coaches at a time.
Your method into structured programs, your branded app, collecting your own payments, your onboarding. I do the systems work; you bring the expertise. Typically 6–8 weeks.
Your app on the App Store under your name. Your code, your data, your revenue. I stay in the community; you don't need me to keep going.
Founder price: $9,999 $2,999, one-time, for a limited number of coaches.
When you own the asset, you're building equity. When you rent, you can never sell it.
| White-label platform | Marketplace app | FitDev | |
|---|---|---|---|
| An asset you can sell | No | No | Yes |
| What you pay | High monthly fees | % of every sale | One-time fee to FitDev |
| Cut of your sales | No | Yes | No |
| The app your clients download | Theirs, or pay extra | Theirs | Your own app |
| Your clients' data | On their servers | Theirs | Yours, in your own backend |
| Payments | Their payment module | Their payment module | Your own account, paid directly |
| New features | Their roadmap | Their roadmap | Yours to add on |
| If you leave | Clients re-install and re-subscribe | You start again from zero | Everything keeps running |
Recurring income. Less grind. More leverage.
Your income scales without your hours scaling with it. Programming nights are over. Your programs run worldwide while you sleep.
Subscriptions land in your account every month, from clients in your gym and from people you've never met.
Clients buy your app, not a login inside someone else's. It commands a premium price, makes you harder to replace, and keeps selling while you sleep.
The data, the client relationships, the brand. No platform can raise prices, change terms, or shut you down.
Simon Klobas
Founder
Hey, I'm Simon. Three years ago my neck and shoulders were frozen, I was unfit, and I couldn't make the paddle out into the surf. I was miserable that it felt like my body had given up and this was the end of my surfing dream.
Then I found a surf coach online, Cris Mills, and his app-based program, Surf Strength Athlete. Not generic workouts: surf-specific programming from someone who understood the sport and the physical demands that come with it. Within a few months of starting it, I was back in the water.
My neck and shoulder pain is gone, I surf Rockaway most weeks, and I'm surfing better than I ever have. I still train five to six days a week on Cris's programs.
When I shared this with friends who play tennis and golf, rock climb, race Hyrox or play amateur sport, they all wanted a program built for their discipline. Professionals have dedicated coaches. Casual and amateur athletes struggle to find coaching and workouts made for the unique demands of their sport.
As I started to do my research I realized that the coaches are out there. They just need a better way to deliver their unique knowledge and IP to their community (and monetize it).
After 15 years running tech and digital businesses, I founded FitDev. My mission is to be the technical partner to the world's best coaches, building the systems they need to deliver their knowledge to their community.
Unlike white-label platforms such as Trainerize and Everfit, you deal with me directly, not a support queue. And everything is yours: the code, the data and the accounts. If we ever part ways, it all keeps running.
Do for your clients what that surf coach did for me.
Yew.
Cheers, Simon
Four quick steps. Takes about two minutes.
Got it. If it looks like a fit I'll email you within a few days to set up a call.
A small number of founding coaches at a time. Your method, your app, your revenue.
Apply as a founding coach