Gismart
“Can a mobile app studio scale a portfolio of subscription wellness apps to compete with category-leading single-product apps like Noom, Calm, and Fitbod?”
Founded2016
HQLondon, United Kingdom (151 Wardour Street, W1F 8WE)
Total raisedGBP266K
IndustryConsumer Apps / Health & Wellness
The story
Founded 2016 as a music app studio (piano/guitar/DJ tutorials). Pivoted in 2020-2023 into health & wellness subscription apps (Luvly face yoga, Dancebit, NutriMate, FitMe, EnjoyMe), following the direct-to-consumer performance-marketing playbook popularized by AppLovin-era subscription studios. Today Gismart is effectively a portfolio of subscription mobile apps monetizing via Apple/Google IAP plus direct web checkout, not a fintech.
Last 12 months
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Product timeline
2016
Gismart Limited incorporated in England and Wales (company number 10152488), initially focused on music-learning apps· founding
2018
Expanded portfolio with music apps like Beat Maker Go, Dj it!, Hello Piano, Guitar· product
2020
Pivoted into health & wellness with apps like Luvly (face yoga), Dancebit (dance fitness)· pivot
2023
Launched NutriMate, FitMe, EnjoyMe expanding wellness portfolio· product
2024
Surpassed 1 billion downloads globally, 30M+ MAU across portfolio· product
The stack
1 layer disclosed in Gismart’s embedded-finance stack
Payments / PSP
Accounting gap: none