NOWFit was built by fitness industry veterans who spent almost 20 years watching great coaches get left behind. Not because they weren't talented, but because the industry wasn't built for them to win.
Most coaches pay $10K–$15K+ for a mentor, piece together five different tools, and watch their platform take a cut of every dollar. All while doing everything themselves—funnels, leads, content, and coaching on top of it.
We lived this world. Our CEO, Chris Grebe, spent almost 20 years in fitness—first helping trainers grow inside gyms, studios, and franchises, then working with the biggest online coaching companies to bring the model to the U.S. after COVID.
After seeing both sides, one thing was clear: coaches were getting the short end of the stick. Mentors charged too much. Platforms took too much. Nobody was building something that put the coach first.
So we built NOWFit. A real platform by people who know this industry inside and out—designed to give coaches everything they need to grow, without taking what's theirs.
NOWFit wasn't started by a software company. It was started by three people from completely different worlds who shared the same goal: helping people.
Chris Grebe spent almost 20 years in fitness—first helping trainers build careers in gyms and franchises, then working with the biggest online coaching companies post-COVID. He saw every model and pricing trick the industry had. He knew coaches deserved better.
Anthony Addeo came from the gym world in New York—running his own gyms and managing large fitness organizations. He understood the operations, people, and marketing it takes to build a real fitness business.
Michael Goldman was a firefighter, then built a real estate portfolio and contracting company. He knew how to build things from the ground up and make them last.
What brought them together? They all wanted to help people—and coaches were the ones who needed it most.
30+ years of combined fitness industry experience, online and in-person. We're not a faceless software company. We're real people who care about coaches winning.
Almost 20 years in fitness. Ran gyms, trained teams, and helped the biggest online coaching companies scale. Built NOWFit because coaches deserved better.
Firefighter turned real estate investor turned business builder. Knows how to build something from the ground up and make it last.
Ran his own gyms and managed large fitness organizations in New York. Brings real-world marketing and operations to every coach on the platform.
Runs the day-to-day. From tech operations to coach-facing support, she keeps everything at NOWFit running smooth behind the scenes.
Leads the inbound sales team. Talks to coaches every day and helps them figure out if NOWFit is the right fit for their business.
“We didn't build NOWFit to be the biggest platform in fitness. We built it to be the one coaches actually trust.”— Chris, Founder & CEO
These aren't words on a wall. They guide every decision we make, from what we build, who we work with, and how we show up for coaches.
Your clients are yours. Your data is yours. Your brand is yours. We will never put our name where yours should be. If you leave, you take everything with you.
We only win when you win. Your growth drives ours. No hidden fees, no tricks. When you grow, we grow. That's how it should be.
No fine print. No confusing pricing. No surprise charges. We tell you exactly what you get, what it costs, and what to expect. If something isn't working, we'll tell you, and fix it.
We don't care about follower counts or likes. We care about real revenue, happy clients, and coaches building businesses that last. If it doesn't move the needle, it doesn't matter.
We know this industry from the inside—the early alarms, nonstop DMs, content grind, and months where income barely covers the bills. Every feature and workflow was designed by people who lived it. This isn't a tech company that wandered into fitness. We chose this fight because coaches deserve the tools to match the work they do.
We're not for everyone, and that's on purpose. If you're a serious coach ready to stop patching things together and start growing, we'd love to talk.