Fitness startup Fitmob gets $9.75M in Series A funding to unleash “Weapons of Ass Reduction” on SF

I’m an elliptical guy myself, but I must admit there’s something intriguing about a fitness class called “Twerkout Conditioning.” And San Francisco residents will now be able to twerk themselves into tip-top shape with Fitmob, a new community-based fitness startup. The company on Thursday announced its official launch, as well as $9.75 million in equity and debt funding from VC Mayfield Fund and Silicon Valley Bank, among other individual contributors.

The global gym industry generates $75 billion per year. Fitmob is looking to get a piece of that by placing a focus on people, rather than fancy equipment or expensive real estate. Its classes are based around its trainers rather than around gyms themselves. And you sign up for classes on its iOS(s aapl) app, or through company’s site if you don’t use an iOS device.

Fitmob classes

Fitmob CEO Raj Kapoor is no stranger to mixing tech with community. Previously the CEO of Snapfish, Kapoor is also a board member of the app-based ride-sharing startup Lyft. Kapoor is joined by Paul Twohey, who previously helped to co-found Ness. Like Lyft and Ness, Fitmob seeks to differentiate itself through its app component. It also uses a fairly unique business model. Fitmob’s drop-in workouts start at $15 per class, but the more you go, the less you pay. If you come in twice a week you’ll pay $10 per workout. Come in three or more times and it’s $5 per class.

Fitmob offers a number of cheekily named classes, like the aforementioned Twerkout Conditioning, as well as Guru Gone Wild, Sweat Soiree, and yes, Weapons of Ass Reduction. But naming conventions aside, Fitmob details how these classes actually work, as well as what they target, on its website or app. I downloaded the app on my iPhone 5s, and it’s really simple to get more information about a particular class, reserve a spot, or plan it out on a calendar.

These classes are all workouts that have been created by Fitmob’s trainers. Fitmob is seeking to build a community of certified trainers, and plans to expand to new neighborhoods and cities over the next year.

Fitmob execs

Right now, Fitmob offers 30 workouts per week in San Francisco at the Brannan Street Wharf, focusing on cardio, strength and yoga fusion. Workouts are free the first week for new members. You can visit Fitmob’s site or download the iOS app to book and pay for workouts. You can also chat with the company’s community of trainers.

“It was time someone created an easy way to bring fitness and community together, and provide amazing neighborhood workouts on a simple, pay-as-you-go model,” Kapoor said.