# FitFocus > FitFocus is a premium coaching platform for personal trainers, online coaches, and gym owners. White-label client app, programs, nutrition, messaging, and scheduling -in one system. Workspaces are provisioned by the FitFocus team rather than self-signup. FitFocus is part of the Hale Health ecosystem, trusted by 45,000+ coaches worldwide. The product is sold to professional coaches running paid client rosters, not to consumers. ## Core pages - [Home](https://www.fitfocus.io/): FitFocus product overview -premium coaching software for personal trainers, online coaches, and gym owners. - [Pricing](https://www.fitfocus.io/pricing): One plan, every feature, unlimited clients. From $499/month billed annually in USD, with a reduced priority rate from $299/month while we onboard new coaches in small groups. Priced per coach, not per client. - [Book a demo](https://www.fitfocus.io/book-a-demo): Request a guided demo with the FitFocus team. - [Contact](https://www.fitfocus.io/contact): Reach the FitFocus team -sales, support, partnerships. - [Features overview](https://www.fitfocus.io/features): Index of every feature: programs, nutrition, messaging, scheduling, white-label client app. - [Comparisons](https://www.fitfocus.io/vs): How FitFocus compares to other coaching platforms. - [Audiences](https://www.fitfocus.io/for): Use cases by coach type -PTs, online coaches, gym owners. - [Blogs](https://www.fitfocus.io/blog): Programming systems, pricing playbooks, and the business of coaching. - [Fitness Business Audit Calculator](https://www.fitfocus.io/fitness-business-audit): Free calculator: enter monthly revenue and costs to get a net margin, benchmark each cost against healthy industry ranges by business type and region, and surface revenue opportunities modelled to your numbers. - [Security](https://www.fitfocus.io/security): How FitFocus protects coach and client data. - [Trust](https://www.fitfocus.io/trust): Compliance, uptime, and incident response. ## Features - [White-Label Client App](https://www.fitfocus.io/features/client-app): Ship a premium iOS and Android app under your own brand, not ours, not Trainerize's. The white-label client app your coaching business has been waiting for. - [Health Data and Progress Tracking](https://www.fitfocus.io/features/health-data): Wearable integrations, body metrics, and progress photos in one dashboard, so you can prove your coaching works and clients can see it too. - [Leads and Intake](https://www.fitfocus.io/features/leads): A coach-specific CRM with intake forms, pipeline stages, and automations, so enquiries stop slipping through the cracks between DMs, emails, and your notes app. - [In-App Messaging](https://www.fitfocus.io/features/messaging): Get your coaching conversations out of WhatsApp and into a messaging tool built for coaches. One inbox, client context, voice notes, and no burnout. - [Nutrition Coaching](https://www.fitfocus.io/features/nutrition): Deliver macro targets, meal plans, and food check-ins inside your branded coaching app, without stitching together MyFitnessPal, Sheets, and a shared Dropbox. - [Program Builder](https://www.fitfocus.io/features/program-builder): Build periodised programs in minutes, not weekends. A program builder for coaches who would rather be coaching than copy-pasting into spreadsheets. - [Scheduling and Booking](https://www.fitfocus.io/features/scheduling): Replace Calendly, Stripe, and your Google Calendar with one booking system built for coaches. Sessions, recurring slots, and payment in one flow. ## Comparisons - [FitFocus vs Everfit](https://www.fitfocus.io/vs/everfit): The coach-written Everfit alternative comparison. Feature-by-feature FitFocus vs Everfit in 2026, plus an honest list of where Everfit genuinely wins. - [FitFocus vs Hevy Coach](https://www.fitfocus.io/vs/hevy-coach): The coach-written Hevy Coach alternative comparison. Feature-by-feature FitFocus vs Hevy Coach in 2026, plus an honest list of where Hevy Coach genuinely wins. - [FitFocus vs My PT Hub](https://www.fitfocus.io/vs/my-pt-hub): The coach-written My PT Hub alternative comparison. Feature-by-feature FitFocus vs My PT Hub in 2026, plus an honest list of where My PT Hub still wins. - [FitFocus vs PT Distinction](https://www.fitfocus.io/vs/pt-distinction): The coach-written PT Distinction alternative comparison. Feature-by-feature FitFocus vs PT Distinction in 2026, plus where PT Distinction still wins. - [FitFocus vs Trainerize](https://www.fitfocus.io/vs/trainerize): The coach-written Trainerize alternative comparison. Feature-by-feature FitFocus vs Trainerize in 2026, plus an honest list of where Trainerize still wins. - [FitFocus vs TrainHeroic](https://www.fitfocus.io/vs/trainheroic): The coach-written TrainHeroic alternative comparison. Feature-by-feature FitFocus vs TrainHeroic in 2026, plus an honest list of where TrainHeroic still wins. - [FitFocus vs TrueCoach](https://www.fitfocus.io/vs/truecoach): The coach-written TrueCoach alternative comparison. Feature-by-feature FitFocus vs TrueCoach in 2026, plus an honest list of where TrueCoach still wins. ## Audiences - [Gym management software for coaching teams](https://www.fitfocus.io/for/gym-owners): FitFocus is coaching software for gym owners running coach teams, multi-coach workspaces, consolidated billing, team scheduling, and a single branded client app. - [Coaching software for hybrid coaches](https://www.fitfocus.io/for/hybrid-coaches): FitFocus is one platform for coaches who run in-person and online clients together, unified programming, scheduling, check-ins, and a branded client app. - [Nutrition coaching software](https://www.fitfocus.io/for/nutrition-coaches): FitFocus is nutrition-first coaching software, structured check-ins, habit tracking, habit-based programs, and a branded client app built for nutrition coaches. - [Online coaching software](https://www.fitfocus.io/for/online-coaches): FitFocus is the online coaching software behind premium remote coaching businesses, white-label client app, check-ins, messaging, and programming in one place. - [Software for personal trainers](https://www.fitfocus.io/for/personal-trainers): FitFocus is coaching software built for personal trainers, scheduling, session notes, lead capture, and programming in one workspace, without the spreadsheet tax. ## Glossary - [Coaching check-ins](https://www.fitfocus.io/glossary/client-check-ins): Coaching check-ins are the structured, recurring updates clients submit to their coach, typically weights, progress photos, sleep, mood, adherence, and notes, on a set cadence. They give the coach a complete picture to coach from and give the client a predictable rhythm of feedback, which is a core driver of retention. - [Coaching platform](https://www.fitfocus.io/glossary/coaching-platform): A coaching platform is all-in-one software for running a coaching business, programming, nutrition, messaging, check-ins, scheduling, payments, and a client app on shared client records. Unlike single-purpose tools, a platform keeps every part of the coaching relationship in one system rather than stitched together with integrations. - [Concierge migration](https://www.fitfocus.io/glossary/concierge-migration): Concierge migration is a done-for-you switch between coaching platforms, where the new vendor's team imports the coach's clients, programs, exercises, and history rather than leaving the coach to export and rebuild it alone. It removes the biggest risk and time cost of changing software. - [Nutrition coaching software](https://www.fitfocus.io/glossary/nutrition-coaching-software): Nutrition coaching software lets a coach deliver meal plans, macro targets, food logging, and habit tracking inside the same app as their training, rather than bolting on a separate consumer app. It lets coaches charge for nutrition as part of the service and coach it from the same client record as programming. - [Online coaching software](https://www.fitfocus.io/glossary/online-coaching-software): Online coaching software is the platform a remote coach uses to deliver training, nutrition, and accountability at a distance, programming, check-ins, messaging, progress tracking, and a client app, in one system. It replaces the spreadsheet-plus-WhatsApp-plus-PDF stack most online coaches start with. - [Personal trainer software](https://www.fitfocus.io/glossary/personal-trainer-software): Personal trainer software is the system a PT uses to run the business side of training, scheduling and session booking, programming, client records, payments, and a client app, in one place instead of a stack of disconnected tools. It saves the admin time that otherwise eats evenings and weekends. - [White-label coaching app](https://www.fitfocus.io/glossary/white-label-coaching-app): A white-label coaching app is a client-facing fitness app that a coach publishes under their own brand, their name, icon, and colours in the App Store and Google Play, rather than the software vendor's. The coaching platform runs the technology invisibly behind the coach's brand. - [Workout program builder](https://www.fitfocus.io/glossary/workout-program-builder): A workout program builder is the tool a coach uses to design, reuse, and personalise training programs, building blocks, periodisation, and progressions once, then cloning and tweaking them per client. A good builder turns hours of spreadsheet work into minutes and feeds client logs back to the coach. ## Blogs - [The Second Ceiling: Why a Full Coaching Business Stops Growing](https://www.fitfocus.io/blog/coaching-business-growth-ceiling): Coaching businesses hit two ceilings. The first is the coach. The second is the business, and it cannot be marketed past. What each one looks like, and the only four ways out of the second. - [The Margin That Isn't All Take-Home: A STEALTH Conditioning Case Study](https://www.fitfocus.io/blog/stealth-conditioning-profit-margin-case-study): STEALTH Conditioning ran its real numbers through the FitFocus business audit calculator. The 81 percent net margin is accurate, and it still isn't what lands in the owner's pocket. Here's the honest version. - [The Retention Economics of Online Coaching: What One Extra Month Per Client Is Worth](https://www.fitfocus.io/blog/retention-economics-online-coaching): Most coaches focus on acquiring new clients. The maths of retention tells a different story. What holding a client for one additional month is actually worth, and how it compounds. - [How Much Should Software Cost as a Percentage of Fitness Business Revenue?](https://www.fitfocus.io/blog/software-cost-percentage-fitness-business): The benchmark is 1 to 6 percent of revenue, depending on your model. The harder question is whether you can actually calculate what you pay, because most pricing is built to make that difficult. - [What Is a Healthy Profit Margin for a Fitness Business?](https://www.fitfocus.io/blog/healthy-profit-margin-fitness-business): Revenue tells you how busy you are. Margin tells you whether the business works. What a healthy fitness business profit margin looks like, what drives it, and how to check yours. - [Coaching-Led vs Class-Led Studio Software: What's the Difference and Why It Matters](https://www.fitfocus.io/blog/coaching-led-vs-class-led-studio-software): Most gym software is built for class-led studios. Most coaching software is built for solo coaches. Here's what a coaching-led studio actually needs, and where the market gaps are. - [Best White-Label Coaching App 2026: Platforms That Include Branding at the Price](https://www.fitfocus.io/blog/best-white-label-coaching-app-2026): Most coaching platforms charge extra for a branded app. A few include it. Here's the honest breakdown of every white-label coaching app in 2026, with real pricing. - [Trainerize Studio Plus Alternatives 2026: 4 Platforms for Premium Coaching Operations](https://www.fitfocus.io/blog/trainerize-studio-plus-alternatives-2026): Leaving Trainerize Studio Plus in 2026? Compare four premium coaching platforms on white-label depth and real pricing, with no per-location fees. - [Best Coaching Software for Multi-Coach Studios 2026: 5 Platforms Compared](https://www.fitfocus.io/blog/best-coaching-software-multi-coach-studios-2026): The best coaching software for multi-coach studios in 2026, compared on real pricing, white-label branding, and genuine multi-trainer support. - [Best Coaching Software for Coaching Businesses Ready to Scale 2026](https://www.fitfocus.io/blog/best-coaching-software-scaling-businesses-2026): The best coaching software for businesses ready to scale in 2026. Five platforms compared on growth features, team pricing, and what holds at 50+ clients. - [White-Label Coaching App Comparison 2026: Which Platforms Actually Put Your Brand on the App Store?](https://www.fitfocus.io/blog/white-label-coaching-app-comparison-2026): Not all white-label coaching apps are equal. This 2026 comparison shows which platforms give you a real App Store listing under your brand, and which just theme their own app. - [Best Coaching Platform for Premium Coaches 2026: 5 Platforms for Premium-Priced Practices](https://www.fitfocus.io/blog/best-coaching-platform-premium-coaches-2026): The best coaching platforms for premium coaches in 2026, compared on real pricing and white-label depth for $500+/month practices. Updated June 2026. - [How to Handle a Client Asking for a Discount (Without Losing the Deal or Yourself)](https://www.fitfocus.io/blog/client-asking-for-discount-online-coaching): Every coach gets a client asking for a discount eventually. The honest playbook: what to say, when to hold your price, and when to flex the offer instead. - [What's Next for FitFocus](https://www.fitfocus.io/blog/whats-next-for-fitfocus): FitFocus has evolved. From a program builder for individual coaches into the operating system for fitness businesses ready to scale. The story behind the change, what stays, and what is coming next. - [A Week in the Life: How I Actually Run My Coaching Business](https://www.fitfocus.io/blog/coach-week-nick-hogan-stealth-conditioning): A real online coach's actual week. The programming day, the check-in rhythm, the messaging cadence, the admin batching. How modern coaches who run premium practices actually structure their working week. ## Optional - [Pricing (machine-readable)](https://www.fitfocus.io/pricing.md): Structured pricing for AI agents: one plan, unlimited clients, annual USD billing. - [Sitemap](https://www.fitfocus.io/sitemap.xml): Full machine-readable sitemap. - [RSS feed](https://www.fitfocus.io/feed.xml): Blog RSS feed.