Wodify
“Can an independently owned, founder-led vertical SaaS win the gym management category by bundling payments and AI on top of deep CrossFit-native workflows?”
Founded2012
HQPhiladelphia, Pennsylvania, USA (with Denver office)
FoundersAmeet Shah
Total raisedBootstrapped / founder-funded
IndustryVertical SaaS / Fitness
The story
Wodify started in 2012 as a niche performance-tracking tool for CrossFit boxes and evolved into a full gym management platform covering scheduling, billing, retention, and payments. The company positioned itself as founder-funded and independently owned, differentiating on customer support versus VC-backed competitors like PushPress, Zen Planner, and Mindbody. In 2019 it launched Wodify Payments (powered by Stripe) turning payments into a core revenue line, and in 2026 pivoted deeper into AI (Ask Wodify) and API/MCP access.
Product timeline
2012
Wodify founded by Ameet Shah as a performance tracking tool for CrossFit gyms· founding
2013
Rolled out to 400+ CrossFit gyms across 20 countries within a year of launch· expansion
2019
Wodify Payments launched, powered by Stripe· payments
2023
Brendan Rice appointed CEO, Matt Kenig appointed CPO; Ameet Shah moves to Chairman· leadership
2026
Launch of Ask Wodify AI, MCP Connector, and public API access· product
The stack
4 layers disclosed in Wodify’s embedded-finance stack
Lending
in the full report
KYC
in the full report
Accounting
in the full report
Accounting gap: minor
5 more providers across 3 layers, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.