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TruBe Brings On-Demand Personal Training App to the US
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TruBe Brings On-Demand Personal Training App to the US

App users can discover and book an expert health and fitness coach within seconds for an in-person session of their choosing

TruBe, an app offering on-demand and in-person sessions with fitness trainers and wellness professionals, has debuted in Los Angeles, with Miami, New York, Austin, Chicago and Denver soon following.

With a “wherever, whenever” approach to health and wellness, TruBe touts the ability to offer expert coaches available on the spot. The app enables wellness aficionados to browse coach profiles, ratings and reviews before booking a personal training session with a coach near their current location, wherever that may be — at the office, gym, beach, park or home.

With a concentration on four pillars — fitness, spirit, sport and body — TruBe offers a variety of coaching options, such as weightlifting, boxing, yoga, pickleball, meditation, kickboxing, ballet, cycling and golf. Lifestyle coaching and sound baths are also available.

Coaches are certified and insured, undergoing a recruitment process, and the app has a tiered-price system depending on session type and the experience of the coach, with sessions ranging from $75 to $200 per hour.

The London-based company, founded by Daria Kantor, launched in 2014. By 2019, TruBe launched a meditation arm, offering holistic well-being services so users could book a session to relax and unwind. 

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With its boutique fitness and wellness offerings, TruBe shows promise, especially as high-earning consumers are increasingly interested in investing in their health. Affluent Americans spent $200 billion on wellness last year, and according to McKinsey, millennials tend to prioritize health and wellness over other generations, a trend that’s expected to continue in the coming years.

Jonathan Singer, partner and chief operating officer at TruBe, told Athletech News that the company’s ultimate goal for launching in the U.S. is to promote greater “accessibility to the wellbeing movement.”

“TruBe helps wellness enthusiasts by offering them community — the only wellbeing lifestyle community where like-minded members connect with experts in the culture of fitness, spirit, sport and body,” Singer said. “Likewise, TruBe also targets people who are less enthusiastic with our guarantee for ease, convenience and professionalism.”

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