Playbook Raises $9.3M to Empower Fitness Creators

Playbook, which intends to function as a subscription-based platform for fitness content similar to Patreon, has secured an additional $9.3 million in Series A investment. Funding was provided by E.ventures, Michael Ovitz, Abstract, Algae Ventures, Porsche Ventures, and FJ Labs.

The fitness and personal training sector has experienced significant challenges due to the recent pandemic. Gym closures have severely limited trainers’ ability to acquire new clients, disrupting their typical customer acquisition methods. Playbook aims to provide them with an alternative income source through their content offerings.

Playbook equips content creators with the resources necessary to produce videos and expand their viewership. Distinct from many other fitness companies, Playbook prioritizes supporting the creators themselves, rather than solely focusing on the end consumer. The company believes trainers can successfully build and engage their own audiences when provided with appropriate tools and a means to generate revenue.

The platform compensates creators who direct their existing audience to Playbook (through a personalized link) with 80% of the revenue generated by those users. When users discover the platform independently, trainers are compensated based on the amount of time their content is viewed.

For subscribers, the pricing structure is straightforward – an unlimited access subscription is available for $15 per month or $99 annually.

Playbook previously raised $3 million in seed funding in June. The platform has also successfully attracted a number of well-known trainers, including Boss Everline, who trains Kevin Hart; Magnus Lygdback, who works with Gal Gadot and Alicia Vikander; and Don Saladino, trainer to Ryan Reynolds and Blake Lively.

Jeff Krahel, Playbook’s co-founder and CEO, stated that the company’s primary objective is to enhance the technological services available to creators, with further growth expected to follow.

“This is a key reason why we welcomed Michael Ovitz as a strategic investor,” Krahel explained. “We operate as a technology-focused talent agency, offering a robust tech platform and creator tools. The company’s future lies in empowering creators, functioning almost as an accelerator to help them achieve maximum reach and influence.”

Krahel is supported by two additional co-founders: Michael Wojcieszek and Kasper Ødegaard.

This recent funding round increases Playbook’s total funding to $12.3 million.