Spotlight on New York’s Innovative US-Based Fitness Startup Scene

January 27, 2024

With an ever-growing emphasis on health and wellness, countless startups emerging in recent years have taken the fitness industry by storm. Particularly, New York City has proven to be a hotbed of inventive and ambitious fitness startups launching in 2020 and onwards. These companies range from those offering innovative at-home fitness systems to digital platforms aimed at improving health care outcomes. The following startups represent some of the most exciting entities pushing the boundaries in the fitness industry right now in The Big Apple.

In an age where personalized fitness and wellness have become increasingly important, these startups offer a broad spectrum of products and services designed to cater to individual needs and preferences. These include digital platforms that offer tailored fitness programs, health improvement apps, drug and alcohol addiction treatment programs, and wellness care for seniors. In addition, several of these startups are taking on larger healthcare challenges, like transforming cancer research and care.

These companies are not just making strides in promoting fitness, they are also positioning wellness within a broader conversation about public health and societal well-being. With an interesting mix of technical innovation and compassionate care, they demonstrate the potential of startups to make meaningful contributions to our lives and communities.

TBD Health

Founded by Daphne Chen, Sherwin Lu, and Stephanie Estey, TBD Health aims to make STD/STI screening more accessible by creating at-home screening kits designed specifically for women. Their mission is to provide accurate and easy-to-use screening tools that empower women to take charge of their sexual health. Connect with TBD Health on Facebook and LinkedIn.


Developed by founder Brynn Jinnett Putnam, Studio is a live and on-demand fitness class streaming service. With its sleek responsive display and their varied range of class genres including cardio, strength training, and yoga, Studio makes personalized home fitness a reality. Follow Studio on Facebook, Twitter, and LinkedIn.

Affect Therapeutics

Affect Therapeutics, founded by Jeff De Flavio, Kristin Muhlner, and Rachel Lin, is an innovative start-up that offers a digital treatment program for drug and alcohol addiction via a mobile app. The program provides financial incentives to encourage healthy behaviors and foster new habits. Catch up with Affect Therapeutics on Facebook and LinkedIn.


Founded by Keith Cowing in 2020, Ruby specializes in serving the senior community by offering a range of home maintenance and healthcare services. With a mission to preserve and promote their independence, Ruby is empowering seniors to remain in and love their homes. Stay connected with Ruby on Facebook and LinkedIn.

Kreatures of Habit

Kreatures of Habit, founded by Michael Chernow, is a fitness startup keen on promoting wellness via habitual rituals. Its cornerstone product, a plant-based, gluten-free, and superfood-laced porridge, encourages a nourishing and healthful eating routine. Connect with Kreatures of Habit on Facebook, Twitter, and LinkedIn.


Hiveclass aims to encourage children to stay active by offering exciting and engaging classes where kids can learn new techniques while having fun. Connect with Hiveclass on Facebook, Twitter, and LinkedIn.

Digital Health and Discovery Platform (DHDP)

DHDP is a new startup aiming to transform cancer research and care in Canada by analyzing vast amounts of genomic and clinical data to improve patient treatments. You can follow DHDP on Twitter and LinkedIn.


With the goal of promoting health and wellness, Meela is currently creating an app to facilitate well-being improvement. Stay updated with their journey on their Facebook, Twitter, and LinkedIn platforms.


Founded by Dhanush Rad, Gokul Prabhakaran, and Pete Turnbull, Demigod is a productivity tool that gives users an all-in-one organizational system to effectively plan their work, set goals, and track progress. Stay connected with Demigod on LinkedIn.

Psychedelic Medicine Association

The Psychedelic Medicine Association looks to promote health and wellness by exploring the therapeutic potential of psychedelics. To stay updated with the latest developments, follow them on Facebook, Twitter, and LinkedIn.


Fittly is a recruitment agency specialized in placing the perfect employees in the $4.2 Trillion health and wellness industry. Keep updated with Fittly on Facebook, Twitter, and LinkedIn.

Changing landscapes of the fitness industry showcase how startups are continually finding new ways to marry technology and fitness in ways that cater to the needs of a diverse range of users. The NYC startups listed above show that with creativity, determination, and an emphasis on personalized fitness, the possibilities are limitless.

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