Coaching software · Founding cohort open

Know which client
is about to quit
before they do.

Most online coaches lose clients they didn't see coming. Not because the program failed — because nobody saw it coming.

Fitova surfaces the signal before it's too late.
Apply for Founding Coach Beta →50 spots · $9/month locked in for life
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Built for retention ·Unlimited clients ·No add-ons ·Coach-first design ·Phone + Desktop ·Australian-built ·
Built for retention ·Unlimited clients ·No add-ons ·Coach-first design ·Phone + Desktop ·Australian-built ·
01 · The problem

Your software shows you what your client did.
You need to know what they need.

They drift.
Replies get shorter. Check-ins get later.
You don't notice until it's too late.
You react.
A panicked DM. A discount offer.
It rarely works. They were already gone.
They leave.
And you start the cycle again.
Cold leads. New ads. Onboarding from scratch.
02 · What makes it different

Three things every
other platform missed.

01

Churn prediction, built in

Every client gets a weekly risk score based on adherence, check-in patterns, and engagement. You see who needs you before they ghost. Most existing platforms can't do this — they were never built around the data.

02

One price. No tiers. No traps.

$49/month. Unlimited clients. Everything included — programming, check-ins, nutrition, payments, web access. Most competitors charge $100–$200 once you stack the "essentials." We don't.

03

Built where coaches actually work

Phone for clients. Laptop for coaches. Same app. Both surfaces. Synced instantly. No more reviewing 30 check-ins on a 6-inch screen at 11pm.

03 · Do the math

The honest math nobody else talks about.

Typical coaching app
Base price~$23/mo
+ Meal planning+$45
+ Payment processing+$30
+ Per-client tier traps+$50
+ Other add-ons+varies
Real total$100–200/mo
Fitova
Base price$49/mo
Meal planningIncluded
Payment processingIncluded*
Unlimited clientsIncluded
Web + iOS appIncluded
Total$49/mo
* Pass-through Stripe fees only. No surcharge.
04 · The founding offer

First 50 coaches
get $9/month forever.

We're hand-selecting the founding cohort. Every accepted coach helps shape what we build, locks in $9/month for life, and gets direct access to me as we scale.

Everyone after pays $49.
50
Total spots
$9
Per month, forever
1:1
Founder onboarding
∞
Clients per coach
Apply now — 3 minute form →Decisions within 48 hours
05 · The application

Four steps. Three minutes.

01

Apply

Answer 10 quick questions about your coaching practice.

02

Review

I personally read every application within 48 hours.

03

Onboard

Accepted coaches get a 30-min call to set up their account.

04

Build with us

Direct line to me. Your feedback shapes the product.

A note from the founder
“I'm building Fitova because every existing coaching platform forgot the most important job: keeping clients. They built workout delivery and bolted retention on top. We're starting from retention. The first 50 coaches who join are betting on me — I'll bet harder on them.”
— Will Massey, Founder
Founding cohort · Closing soon

Coach the way
it should feel.

Apply for the Founding 50 →
$9/month locked in for life · Decisions within 48 hours