TrueCoach is a leading software platform designed specifically for personal trainers, coaches, and gym owners. Its core value proposition is to help fitness professionals streamline administrative tasks (like programming and communication), allowing them to focus more on coaching and building client relationships. The platform is known for its robust tools for managing workout programming, progress tracking, and direct client engagement, resulting in a more efficient and personalized fitness coaching experience.
TrueCoach was founded in 2015 in Boulder, Colorado, by Casey Jenks and Robert Jack. The founders recognized a gap in the market for digital tools tailored to fitness professionals, who were often forced to rely on emails, spreadsheets, and pen-and-paper systems. Since inception, the company has demonstrated rapid adoption in the fitness industry, with over 15,000 active coaches delivering around 4 million workouts monthly as of 2020. By 2025, the company reported serving over 16,000 coaches and more than 250,000 clients, with more than 50 million workouts delivered since launch.
TrueCoach raised $4.48 million over six rounds of funding, with an important $2 million seed round in 2019 led by investor Eric Roza. The company reached a revenue run rate of $1.3 million in 2021, with estimated annual revenue growing to around $2 million by 2025. In April 2020, TrueCoach was acquired by Transaction Services Group (TSG), a global provider of business management software in the fitness sector.
Workout Designer: Build custom programs with an intuitive, flexible interface.
Demo/Video Library: Over 900 exercise demonstrations, with capability for trainers to upload their own.
Progress & Nutrition Tracking: Track calories, macros, weight, measurements, and body fat.
Messaging and Communication: Real-time, in-app communication between trainers and clients.
TrueCoach’s acquisition by TSG in 2020 enhanced its position in the boutique fitness technology sector and added it to a portfolio including Mariana Tek, Triib, and Zingfit. This provided access to a broader client base and integration opportunities with other solutions in the TSG ecosystem, fueling further expansion in international markets such as the United Kingdom, Australia, and New Zealand.
Recent updates, especially in 2024–2025, include advanced habit and nutrition tracking, branded customization, and a more dynamic workout builder on mobile devices. Coaches can set up new habits, assign rest days, link exercise videos to all parts of a workout (including circuits and warm-ups), and personalize the app’s appearance with custom themes and logos. These continual improvements ensure that TrueCoach stays competitive and adaptive to evolving industry needs.
TrueCoach’s culture revolves around a strong commitment to supporting fitness professionals, emphasizing simplicity, people-focus, purpose, and community. The company aims to understand “the grind” of coaching life and seeks to empower its users to thrive in their businesses through technology that genuinely understands their day-to-day work. The company is now powered by Xplor Technologies, which shares these core values of support and community building.
As of 2025, TrueCoach boasts over 16,000 coaches and 250,000 clients using the platform, with a total workout delivery in excess of 50 million sessions. Its community is highly engaged, with many trainers considering TrueCoach a professional-grade tool that enhances their workflow. Online user reviews, particularly on platforms like Reddit, are predominantly positive and highlight ease of use, the quality of program delivery, and strong customer support, though users occasionally mention desires for more advanced features.
