Emotional Workout: COA Fitness

Have you considered the importance of exercising your emotional well-being?

While a motivating speech during a SoulCycle class might evoke emotion, it differs from the approach of Coa’s founders, Alexa Meyer and Dr. Emily Anhalt. They encourage individuals to reflect on: When did you last dedicate time to strengthening (solely) your emotional state?

If you find yourself hesitating to answer, that is the foundation for Coa, a unique facility focused on mental wellness and online programs for emotional fitness. The company has recently secured $3 million in seed funding, spearheaded by Crosslink Ventures, with additional investment from Red Sea Ventures and Alpaca VC. Notable investors also include Neil Parikh, the creator of Casper, and professional basketball player Kevin Love.

Currently in its pre-launch phase, Coa’s primary offering consists of small-group studio sessions led by qualified therapists. New clients will undergo an initial assessment and then be placed in classes addressing topics such as navigating solitude during a pandemic or managing anxieties related to political events.

These sessions combine instructional teaching with smaller breakout discussions to encourage interaction. Essentially, Coa aims to replicate the successful small-group fitness model of companies like SoulCycle, but apply it to the realm of mental health. This approach is logical, as small-group fitness is easily integrated into busy schedules, fosters a sense of belonging, and builds a community that encourages continued participation.

In addition to studio classes, Coa provides private sessions, individual therapy, and complimentary community classes.

The founders emphasize that Coa’s studio classes are not intended as a substitute for traditional therapy. Instead, they are designed to be a “therapeutic experience,” with all content created and delivered by licensed therapists. For those seeking one-on-one therapy, Coa offers a therapist matching service, presently available in California, with plans to expand to New York and other states. Naturally, this service provides individuals interested in therapy with a valuable network of qualified professionals.

Coa’s studio classes appear to target individuals who are willing to invest in their mental health, but perhaps not to the extent of committing to ongoing therapy. Pricing is a key factor, with drop-in classes starting at $25 to enhance accessibility to mental health resources. The startup’s current market strategy involves offering free community classes and providing subsidized programs for employees through direct partnerships with companies. Coa is currently collaborating with organizations including Silicon Valley Bank, Spotify, Asana and Salesforce.

“The connection that develops between two people meeting regularly each week and exploring issues in depth is truly irreplaceable,” Meyer explained. “Our focus has been on finding ways to support individuals and facilitate meaningful exploration without requiring them to venture beyond what is comfortable in a group environment.” Another challenge lies in the small-group format, which necessitates a degree of openness and vulnerability from participants.

“We anticipated concerns that people might be hesitant to discuss mental health or reveal their participation in a class,” Anhalt shared with TechCrunch. “However, we’ve observed the opposite within our community.”

Anhalt clarifies that while group therapy does not legally require confidentiality agreements, a shared understanding of privacy as a valuable asset is generally observed. Coa adopts a similar approach, requesting participants to acknowledge a confidentiality agreement. Individuals are not obligated or pressured to disclose any personal information in advance.

“There isn’t a legal mechanism to compel individuals to maintain privacy, and so far, we haven’t encountered any issues,” Meyer stated.

However, privacy remains a significant concern for therapy startups, as highlighted by a recent investigation into Talkspace by The New York Times. Like Coa, Talkspace aims to broaden access to mental health services and make them more affordable. In Talkspace’s case, this objective was called into question due to concerns about the potential compromise of user conversation privacy.

Coa is confident in its ability to make a positive impact without sacrificing ethical principles.

“Maintaining confidentiality and clinical integrity is paramount,” Anhalt emphasized. “Therefore, we implement measures that exceed both our legal and ethical obligations.” These measures include a dedicated individual responsible for managing patient-therapist information, the absence of post-therapy surveys or data analytics, and a firm commitment to protecting the anonymity of class participants.

Coa identifies its competitors as encompassing any startup operating within the therapy space: Talkspace, TwoChairs, Real, Alma and Octave.

Through temporary pop-up locations, Coa has already delivered its emotional fitness program to leaders from Asana, GitHub, Silicon Valley Bank and Spotify. They are expanding the program to reach a wider range of individuals at various price points. Currently, they are focusing on online classes to accommodate social distancing guidelines. Over 3,500 people have joined the Coa waitlist in anticipation.

However, the founders have a clear long-term vision: to establish a physical presence in every major city nationwide. They envision a dedicated facility specifically designed for mental wellness.

“We aspire to make mental health support visible and accessible,” Meyer said. “Our goal is for people to encounter places dedicated to emotional well-being as readily as they find facilities for physical fitness.”

Note: This article has been revised to provide further clarity and accuracy regarding Coa’s core service offerings.