White-Label Coaching App Comparison 2026: Which Platforms Actually Put Your Brand on the App Store?

The phrase "white-label" gets used loosely across coaching software. Platforms apply it to everything from a full App Store listing under your business name to a logo dropped into the header of their own app. For a coach who has never been through it, the difference is not obvious from the pricing page. For a coach who has paid for "white-label" and then watched clients download someone else's app, it becomes very obvious very fast.

This comparison breaks down exactly what each major platform delivers when it says "white-label" or "branded app" in 2026. The goal is a clear answer to the question that actually matters: will your clients download your app, or someone else's?

Pricing reflects publicly listed rates as of June 2026 and is subject to change, so verify the current numbers on each platform's own site before committing.

The Only Question That Matters

When a new client searches the App Store for your business, what do they find? The answer sorts every platform into one of two levels. Level 2 is a genuine store listing under your own name. Level 1 is your brand living inside someone else's app. Both are legitimate choices. They are not the same thing.

If they find your app, listed under your business name, with your icon, your description, and your reviews, that is a true white-label App Store experience. The client's first interaction with your business looks like an independent, professional product. This is Level 2.

If they find nothing under your name, and instead have to download "TrueCoach", "Trainerize", or "My PT Hub" and then locate your profile inside it, that is custom theming, not white-label. Your brand exists inside someone else's product. This is Level 1.

What Each Platform Actually Delivers

Platform	White-label level	App Store listing under your name?	Entry price for it (June 2026)
FitFocus	Level 2, default	Yes, included, no setup fee	$599/month, billed annually
PT Distinction	Level 2 from Pro	Yes, included from Pro	$59.90/month (Pro)
Trainerize	Level 2 via setup fee or Studio	Yes, $169 one-time on Pro	From $25/month + $169 one-time
My PT Hub	Level 1 or Level 2 by plan	Yes, on Ultimate or the full add-on	$329/month (Ultimate)
TrueCoach	Level 1 only	No, at any tier	n/a

FitFocus: store listing under your brand, included by default

White-label type: Level 2, an App Store and Google Play listing under your business name.

FitFocus includes the full white-label store listing as the default. No setup fee, no extra monthly cost, no separate add-on to buy. When a client searches for your business in the App Store, they find your app: your icon, your name, your description, your store presence. Branded emails, printed plans, and all client communications sit under your business identity too. The white-label client app is the architecture of the product, not a tier bolted onto it.

• Plan: $599/month, billed annually
• White-label: included, no setup fee
• App Store listing: under your business name
• Add-ons required for white-label: none

My PT Hub: two levels depending on plan and add-on

White-label type: Level 1 on the custom-branded app add-on, Level 2 on the full white-label add-on or on Ultimate.

My PT Hub has two branding options that are easy to confuse. The custom-branded app ($145 one-time on Starter or Premium) puts your branding inside the My PT Hub app: logo, colours, and business name visible once the client is in a session. The store listing, though, stays under My PT Hub. Clients downloading the app meet My PT Hub in the store, not your business.

The full white-label app ($225/month on Premium) is a separate add-on that delivers a genuine store listing under your business name. That is Level 2. The same Level 2 experience is included in Ultimate without the extra monthly fee. The arithmetic is worth noting. Premium ($105/month) plus the full white-label add-on ($225/month) is $330/month. Ultimate ($329/month) includes the white-label app plus AI check-ins, Zapier, and five trainer accounts for a dollar less. If Level 2 is the requirement, Ultimate is the rational plan.

• Premium: $105/month (monthly), $90/month (annual), unlimited clients
• Custom-branded app on Premium: $145 one-time, Level 1 only (not store-listed under your name)
• Full white-label app on Premium: $225/month additional, Level 2 (store listing under your name)
• Premium plus full white-label: $330/month combined
• Ultimate: $329/month (monthly), $309/month (annual), Level 2 white-label included

Trainerize: Level 2 via a setup fee on Pro, or included on Studio

White-label type: Level 2 on Pro tiers with the custom-branded app add-on ($169 one-time), Level 2 included on Studio Plus and Studio Max.

Trainerize's custom-branded app gives coaches a genuine store listing under their business name on iOS and Android. On Pro tiers it requires a $169 one-time setup fee. On Studio Plus and Studio Max, the studio-level branded app is included. One important note: the listing under your own name requires a separate Apple Developer account, which you register and pay for directly with Apple, not Trainerize. Trainerize handles the configuration and submission, but the Apple Developer fee is an external cost on top of the platform fee.

• Pro 5: $25/month (monthly), $23/month (annual), custom-branded app add-on $169 one-time
• Pro 50: $135/month (monthly), $122/month (annual), custom-branded app add-on $169 one-time
• Pro 200: $250/month (monthly), $225/month (annual), custom-branded app add-on $169 one-time
• Studio Plus: $275/month per location (monthly), $248/month per location (annual), Level 2 branded app included
• Studio Max: $380/month per location (monthly), $342/month per location (annual), Level 2 branded app included

TrueCoach: Level 1 only, custom theming, not store-listed under your name

White-label type: Level 1 custom theming from the Standard tier, with no store listing under your business name available at any tier.

TrueCoach includes custom app theming from Standard onwards at no extra fee. Your logo and brand colours appear inside the client-facing app, which gives a branded experience within the session. The store listing stays under TrueCoach at every tier. There is no option to have the app listed under your business name. For coaches whose priority is brand consistency inside the coaching experience rather than store presence, TrueCoach delivers the most polished custom-themed experience in the category. For coaches whose clients need to find their app by brand name in the store, it does not provide that.

• Starter: $29.98/month (monthly), $26.34/month (annual), up to 5 clients, no theming
• Standard: $69.98/month (monthly), $57.99/month (annual), up to 20 clients, custom theming included
• Pro: $164.98/month (monthly), $136.99/month (annual), up to 50 clients, custom theming included
• Custom pricing above 50 clients

PT Distinction: Level 2 from Pro, the lowest entry price for a store listing

White-label type: Level 2 on Pro and Master tiers, custom-branded iOS and Android apps listed under your business name, included in the plan.

PT Distinction includes custom-branded iOS and Android apps from the Pro tier at $59.90/month, with no setup fee and no extra monthly cost for the listing. That is the cheapest monthly entry point to a genuine store listing under your business name in the comparison set. Note that the Basic tier at $19.90/month includes no custom branding at all. The Level 2 experience starts at Pro.

• Basic: $19.90/month for 3 clients, no white-label, plain PT Distinction app only
• Pro: $59.90/month for 25 clients, Level 2 store listing under your brand, included
• Master: $89.90/month for 50 clients, Level 2 store listing under your brand, included
• Extra clients: $2.40/month (Pro), $1.60/month (Master) after the first month free

Side-by-Side Summary

Platforms that deliver a store listing under your brand (Level 2)

• FitFocus: included by default at $599/month, billed annually
• PT Distinction Pro: included at $59.90/month for 25 clients
• Trainerize Pro tiers: $169 one-time setup fee, then Pro pricing from $25/month
• Trainerize Studio Plus: included at $275/month per location
• Trainerize Studio Max: included at $380/month per location
• My PT Hub Ultimate: included at $329/month
• My PT Hub Premium plus the full white-label add-on: $330/month combined

Platforms that deliver custom theming only, your brand inside their app (Level 1)

• TrueCoach Standard and above: from $69.98/month, no store listing under your name at any tier
• My PT Hub custom-branded app add-on: $105/month plus $145 one-time, branded inside the app, store listing not under your name

Which Platform Is Right for Your White-Label Needs?

It depends on how the store listing ranks against cost and integrations. For a listing under your name as the default, FitFocus. For the lowest monthly cost, PT Distinction. For the most comprehensive bundle, My PT Hub Ultimate. For a deeply integrated studio ecosystem, Trainerize. For in-app branding over a store listing, TrueCoach.

If a store listing under your name is non-negotiable and you want it as the default

FitFocus at $599/month, billed annually. White-label is the architecture of the product, included by default, with no setup fee and no add-on.

If you want a store listing under your name at the lowest monthly cost

PT Distinction Pro at $59.90/month for up to 25 clients is the cheapest entry point to Level 2 in the category, best suited to solo coaches.

If you want a store listing under your name with the most comprehensive bundle

My PT Hub Ultimate at $329/month (monthly) or $309/month (annual) includes the full white-label app, AI check-ins, Zapier, and five trainer accounts, the most feature-complete bundle below the FitFocus price point.

If you want a store listing under your name inside a deeply integrated studio ecosystem

Trainerize Studio Plus at $275/month per location includes the studio-level branded app and all add-ons, best for operations inside the ABC Fitness ecosystem. Weighing that move? Our Trainerize Studio Plus alternatives guide compares the options.

If polished in-app branding matters more than the store listing

TrueCoach Standard at $69.98/month delivers the most polished custom-themed in-app experience in the set. The store listing stays under TrueCoach, not your business name, at every tier.

The Honest Verdict

The coaching software market conflates Level 1 and Level 2 white-label in its marketing, and coaches routinely pay for "branded apps" without realising their clients are downloading a competitor's product from the store.

If the store listing under your brand matters to your business, the viable options in order of monthly cost are: PT Distinction Pro ($59.90/month), Trainerize Pro with the setup fee (from $25/month plus $169 one-time), Trainerize Studio Plus ($275/month per location), My PT Hub Ultimate ($329/month), and FitFocus ($599/month, billed annually). Each serves a different kind of operation, and the right one depends on your roster size, whether you need a multi-location solution, and what you are willing to pay per month. For the premium end specifically, our best coaching platform for premium coaches roundup goes further, and if a branded app is part of a bigger growth push, the best coaching software for businesses ready to scale covers the wider stack.

FitFocus is the only platform here where Level 2 white-label is the default rather than a tier or an add-on. For coaches building a business where that distinction is part of the brand, it is worth the price. Book a 30-minute demo to see it under your own brand.

This article is updated regularly as pricing and features change across the coaching software category. Last updated June 2026. Pricing was verified against each platform's official pricing page in June 2026.