Spark xyz

Caliber

Caliber is an outcomes-focused digital fitness business that helps people achieve life-changing improvements to their health & wellness through a unique combination of science-based programming, expert human coaching and a gamified social experience.

New York, NY, USA

One Liner: Caliber is an outcomes-focused digital fitness business that helps people achieve life-changing improvements to their health & wellness through a unique combination of science-based programming, expert human coaching and a gamified social experience.

Problem: Regular exercise and proper nutrition is the single most effective way to avoid disease, elevate your mood, increase your energy and prolong your life. However 77% of the US population struggles to meet the CDCs minimum guidelines for physical activity.

About Us: Caliber is an outcomes-focused digital fitness platform that combines science-based programming, expert human coaching and a gamified social experience to help people habituate exercise and proper nutrition, resulting in life-changing improvements to their health & wellness.

Highlights

Caliber has scaled to more than $2MM in annualized sales since launch in Q4 2020.
Company has grown users of its free app 2000% in the past 6 months, 75% from word of mouth.
Native to the Caliber app is a first-of-its-kind community which allows users to exercise with others in real-time, share achievements and interact with Caliber coaches.
Net Promoter Score of 76 (higher than Netflix), rated 4.9 out of 5 on TrustPilot.
30-day retention on the Caliber app in the top 0.1% of all apps.
Blowing up on Reddit, with over 15k of upvotes and positive comments.
Founding team has deep expertise in marketing, product development & fitness and nutrition coaching, having trained hundreds of clients.
Co-founder and CEO Jared Cluff has over 20 years of experience scaling consumer businesses into nationally recognized brands, was previously CMO at Blue Apron where he led revenue growth from $20MM to $880MM and IPO in four years.

Business Model: We sell remote fitness & nutrition coaching services to users of our free app and generate $2000 in revenue per member @ 60% gross margins

Quote

There’s no shortage of health & fitness apps in the world. But most of them are running the same playbook:

Limited functionality locked behind a paywall.
No visibility into how you’re progressing over time.
No explanation of the “why” behind your workouts.
No motivation to stick to your plan.

At Caliber, we’re taking a completely different approach:

We’ve made our app 100% free in coach-less mode, with functionality that rivals the best paid apps.
We’ve developed easy-to-follow workouts and personalized progress metrics that show you exactly what to do, and how you’re progressing over time, relative to your individual potential.
We’ve incorporated 14 weeks of guided lessons that explain the proven, evidence-based principles behind proper training and nutrition.
We’ve made our experience social, so any time you open the Caliber app, you’re working out alongside a live community of other Caliber users for in-the-moment motivation and encouragement. And if you’re looking for even more support with your fitness journey, you can upgrade to one of our paid coaching programs.

Together, this unlocks an experience that is dramatically more sticky, scalable and defensible than other health & fitness apps, with 30-day user retention in the top 0.1% of all apps in the app store. And thanks to our multi-product monetization model, we generate 5-10x more revenue per user than other digital fitness players, creating a venture-scale opportunity ($1B+ revenue potential w/ 10%+ EBITA margins).

Revenue To Date

$4.4M

MRR

$180K

Revenue YTD

$1.5M

Burn Rate

$80K

Total Users

110K

Total Users (Past 30 Days)

35K

Daily Active Users

Monthly Active Users

35K

Total Paying Users

2.5K

MoM Growth Users

40%

Organic Traffic %

75%

CAC

$292.00

LTV

$1.21K

Churn

10%

Margins

60%

Business Strategy: We use our free fitness app to acquire and engage users, then leverage in-app game and social mechanics to drive peer-to-peer referral. As a result, more than 75% of our users are acquired via word of mouth.

The majority of our paid acquisition is on Reddit, where we have been able to capture the attention of Reddit health & fitness communities. This has resulted in over 15k upvotes and positive comments on our advertising and 13k members of our Caliber sub-reddit.

Competitive Analysys: We operate a unique go-to-market strategy, which leverages our free app as a lead generation vehicle for our paid services. This opens up an addressable market of 408MM users globally, dramatically larger than the population of people who are currently in-market for fitness coaching.

Thanks to our unique go-to-market strategy, we have better unit economics than other players in digital fitness which has unlocked immediate payback on our marketing, an LTV to CAC of 4.2 to 1, and the ability to achieve $100MM in revenue on only 13MM downloads of our app.

By employing game and social mechanics in our experience, we have achieved 30-day retention in the top 0.1% of all apps and with 20 minutes of daily usage per user. In addition, we have built network effects into our model via our our proprietary metrics and real-time community, creating user lock-in and long-term defensibility.

Competitor	Website
Kickoff	www.trainwithkickoff.com
Future	future.co
Copilot	mycopilot.com

Networking: We are open to meeting up to grab a coffee, or just to chat. We would really enjoy your feedback and insight into our venture and would be happy to discuss anything that you are currently working on to see if we can be of service!

Name	Amount
Amount Left	$200,000.00
Amount Raised (This Round)	$800,000.00
Amount Raise To Date	$4M
Investment Type	N/A
Type of Raise	SAFE

Valuation

$20M

Preseed

$2.2M

Seed Bridge

$1.8M

TAM

$3.29T

SAM

$815B

SOM

$16.3B

Business Stage: Seed

Business Types: Venture Capital Backed

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Caliber

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