fitmoo investor deck

ALL OF FITNESS. ONE PLATFORM.

2015

fitmoo.com 1

FOLLOWAthletes and influencers like Christmas Abbott

WORKOUTSDiscover new workouts by influencers and other users or share your own

NUTRITIONDiscover new recipes and health foods by influencers and other users, or share your own

SHOPShop for products, memberships, & services in the Fit Store

SHARETo other social media sites and sync your photos with Instagram

GYMS / CLASSESFind gyms and classes

THE SOCIAL MARKETPLACE FOR ALL THINGS FITNESS

Add User$

Dumbbell⚾

appleCarrot

Cart👕

🏪$

OUT📷

User UserEXERCISE User Userusergroup

ENDORSE & EARNUsers monetize social reach by endorsing products, earning 5% on every purchase.

+$

Influencers like Christmas Abbott can bring their social media followings to Fitmoo. When endorsing their favorite fitness products, they will earn 5% on every purchase made through their endorsement link.

BRANDSBecome an approved seller and post products to reach a targeted and engaged audience

fitmoo.com 2

FITNESS IS A MASSIVE MARKET

🏃216.3M

Active

INDUSTRY PARTICIPANTS IN THE US

EXERCISE51.5M

Memberships

SPENDING POWER

👕$60B

Sporting Goods& Apparel

EXERCISE$40B

Fitness Clubs& Training

$$100B

Fitness Market Today

+ =

BRANDS / INFLUENCERS

Consumer Products • Clothing• Apparel• Food & Nutrition • Equipment

Gyms & Training• Memberships• Classes• Personal Training• Events

Influencers• Celebrities• Athletes• Trainers• Instructors

FITNESS INDUSTRY DYNAMICS

BRANDS GYMS

$7.3BDirect selling & marketing expense for top 15 brands

$19.7BTurnover in memberships

40M+Non-MonetizedFollowers

$0Income from Twitter,Instagram, & Facebook

THE PROBLEM

Inefficient & Expensive Distribution of Goods & Services

FITNESS IS A MASSIVE MARKET

INFLUENCERS

50-60%Wholesale distribution cost

Antiquated sales & distribution (catalog, wholesale, direct)

Limited ways toengage customers online

$5.8B Lost from 100M unused spots in fitness classes

165.3KFitness clubs worldwide. 50K est. U.S.

51.5MFitness club members U.S.

Insignificant income from YouTube & Pinterest

Antiquated representation model

fitmoo.com 3

FITMOO IS THE SOLUTIONBrands can now distribute goods & services through influencers and influencers'

fans on Fitmoo's social platform. They can activate these networks, reduce

distribution costs, increase sales, and boost net margins.

ENDORSEMENTSEarn 5% referrals on endorsements

USERSSocialize. Connect. Shop.usergroup

INFLUENCERSMonetize Networks

THE PLATFORM

SHARE & CONNECTCreate valuable social connections

WORKOUTS / NUTRITIONMotivate and get motivated by posting workouts & recipes

SHOP FIT STOREShop athletes, shop brands

BRAND PROFILESUnifying social and shopping experiences

INFLUENCER PROFILESDesigned to monetize their social influence

MOBILE APPAccess Fitmoo on the go from anywhere

EXERCISE🏪 BRANDSFacilitated Distribution toTarget Fitness Enthusiasts via a Vertical Marketplace

FITMOO ECOSYSTEM

fitmoo.com 4

TECHNOLOGY & ENGINEERING

Database Server Extensions

Follow People

Manage Feed& Profile

Post Workouts& Nutrition

Elastic Search

Session Management

Application Programming InterfaceRuby on Rails

Endorsement EngineEcommerce EngineSearch ApplianceCloud InfrastructureScalable & Customizable

Integration LayerSocial API

Logic Engine Load Balancing

Continuous Integration

Postgress

NoSQL

API / Notifications

WIFI

Dashboard

Easy Integration

Order & Inventory ManagementMarketing Tools

Social Ecommerce /Affiliate Platform

Powerful Dashboard

Analytics

Single Checkout for: • Products, Services, • Multiple Affiliate Referrals

Affiliate Marketing• Earn Credit for Endorsing• Apply Credit to Future Purchases

Classes, & Memberships

fitmoo.com 5

Rob OrlandoCrossFit TrainerTwitter: 13.9k Facebook: 29.7k Instagram: 18.4k YouTube: 3.3k

Christmas AbbottCrossFit TrainerTwitter: 35.7kFacebook: 29.7kInstagram: 200kYouTube: 8.3k

Mankofit AriasTrainer, NutritionTwitter: 73.2kFacebook: 260.4kInstagram: 1.6MYouTube: 44.5k

SOCIAL REACH

CUSTOM INVITE PAGES

ON FITMOO, ATHLETES CAN MONETIZE THEIR SOCIAL INFLUENCE

ENDORSEMENTS

+ 5%EARNED

Influencers invite their members, followers & fans to maximize the power of their endorsements

SOLDTHROUGH

ENDORSEMENT▻ ▻

Endorsements add products to influencers' and users' own Fit Store. Purchases made through the endorsement earn the user a 5% referral credit.

USER ACQUISITION STRATEGY EMPOWERING INFLUENCERS

CUSTOM FIT STORE PAGES

Users can shop by specific influencers & athletes to get their looks, use their equipment and tap into their nutrition habits

fitmoo.com 6

INFLUENCER DRIVEN USER ACQUISITION

20MImpressions

5% Conversion

267K 760K 1.8M

NUM

BER

OF U

SERS

YEAR 1 YEAR 2 YEAR 3

1MBy Impressions

.3MBy Word of Mouth

New Users

Active Users

2.7MBy Impressions

1.1MBy Word of Mouth

5.8MBy Impressions

3.1MBy Word of Mouth

20 38 64INFLUENCERSwith 1M reach

38MImpressions

7% Conversion

64MImpressions

9% Conversion

INFLUENCER DRIVEN USER ACQUISITION

fitmoo.com 7

FITMOO BRANDS

N I N A

B R O Z E

A C T I V E

A P P A R E L

- REDLINE GEAR - DEDFIT

- STRONGBOARD BALANCE -

CROSSOVER SYMMETRY - KILL

CLIFF - JOHN DOE - TORO TRAINING

NEW MILFORD CROSSFIT - MIDCOAST

CROSSFIT - AMY TILLOTSON- TILLOTSON

TWINS - BUTI YOGA - NUX - LORNA JANE - SHAWN

BUTLER - PR WRAPS - REEBOK CROSSFIT 5TH AVE - FUEL

FOR FIRE - AFRO BRUTALITY - KISS MY HEALTHY LIFE - DRINKMAPLE

- FIRST BASE - SCIENTIFIC RX - ROCKTAPE - VOLO VITAMINS - ZARA TEREZ

- EBOOST - SUNNIVA HOLT - FIT NATION MAGAZINE - GRIPS ATHLETICS - YOLOHA

YOGA - EATBANZA - GOFIT.NET - KAELI-O-KOOKIES - BONDI BAND - FANNYPANTS - NUTRIFORCE

SPORTS - THE COROMEGA COMPANY - SHEBEEST - BRACKETRON - ACCUFITNESS - BE MIXED - ADRIANA'S

HEALTHY SECRETS - GEIGERRIG - LEE LABRADA - LABRADA NUTRITION - MADFITTER® - W.O.D.WELDER - TAE

BO - BODY SCIENCE USA - HEROINE SPORT - NOGII - FITALICIOUS LIFE - 18 RABBITS - WORKOUTLABS - TITIN TEAM - RHONE APPAREL -

CAPEZIO - LURONG LIVING - GAME SLEEVES - BODY LANGUAGE SPORTSWEAR - MICHI - PURUSHA PEOPLE - NUX USA - ELLIE - SUKISHUFU LLP - BIOSTEEL SPORTS

- DAVID ART PHOTOGRAPHY - MIO SKINCARE - VAPUR - HEALTHY HOOHOO - RUNGUARDS - ZEALIOS SKIN CARE - C2O PURE COCONUT WATER - NAKED SPORTS GEAR - EXO - OHM

K - LOTUS BRANDS - RELENTLESS JEANS - WOD AID HAND THERAPY SYSTEMS - WOD AID - GRIP ATHLETICS - CYCLONE CUP - CANARI CYCLING - CALIWATER - ZENSAH - EXO, PROTEIN BARS

MADE WITH CRICKET FLOUR - DA VINCI BODY BOARD - [email protected] - HUEZ - KANIA - VIPE - CAFE DU CYCLISTE - DRINK PREMAMA - HARD TAIL FOREVER - FUNKIER BIKE USA - KORAL

ACTIVEWEAR - PALEO NATURALS - EAGLE ROCK WERKSHOP - EVERY MAN JACK - ORIGINAL NUTRITIONALS - AIRIA RUNNING - LIQUIDO ACTIVE - JANELL LLARINAS - SAN FRANCISCO SALT COMPANY - ARFIE

LALANI - ONLYATOMS - WOLVEN THREADS - ZOUQ FOODS - YOGA SAK - BRUTE STRENGTH - VIBRANT HEALTH - TRANQUILITY SPHERES INC - PRANA - BETTY LOU'S - TONIC - THE PROBAR - BIG DIPPER WAX WORKS

- EFNEO - TRAININGMASK - GYM GIRL - BE WELL WITH ARIELLE - SHIRA LENCHEWSKI, MS, R.D. - VIE ACTIVE - LEAOS DESIGN URBAN E-BIKES - MOUNA MATS - REEBOK - DYLN INSPIRED - DC BRAWLERS - HOLLI THOMPSON

- COMPANION BIKE SEAT - STYLE FIRM LOS ANGELES - HEALTH WARRIOR - ACTIVPRAYER - GENERATION UCAN - NOBULL - AROMA NATURALS - DELOAD CLOTHING - FITVINE WINE - WODME - LIFE ASRX - ALASKA GLACIAL MUD CO.

- FIKNESS INC. - YOUR COMPANY NAME - RX WRAPS - JORDIE BANDS - THAT'S IT FRUIT - KRELLR KIDS, INC - CLEAN SNATCH SOAP - BIOSPORT USA - CAPITAL SUP - WORKT - ALFREDO CIFREDO JR | ROAD TO REVOLUTION - THE FITMUNK -

VIBRAM - DASHAMA KONAH GORDON - SPARSE - ADA HUNG - #MPWR SKINCARE - WEHUSTLEHARDER - AFTERPARTYPAL™ - JOSHUA TREE SKIN CARE - MARGARITA ACTIVITY - TORVU - HAUTE ATHLETICS - ALII SPORT-FASHION MEETS PERFORMANCE

- LALO - INDO BOARD BALANCE TRAINERS - KEMESTRE - CLOUDVEIL - SARA HALEY - WILLIAM SMITH - MY BRAND - BALINISPORTS - DRIVEN NUTRITION - XWERKS - XTERRA WETSUITS - NEXTSTEP.IO - LULITONIX - MANDUKA - GOAT TAPE - MICHAEL GEORGE PHD

- [email protected] - STRONGERRX WORLDWIDE - BORN PRIMITIVE - AKT IN MOTION - BAUERFEIND MARKETING - BAUERFEIND USA - BLUEANT - BRICKS - SLAP NUTRITION - EIGHTYONE 20 - ABOUTTIME - ABOUTTIME REP - FIT FOOD FRESH - ASSAULT

AIR BIKE - 4ID - COSMOBODY - ALOHA - BEYOND VEGAS - VGREEN - BEAR GRIPS - DEAD LEGACY - WTRMLN WTR - HYBRID ATHLETICS - O LOVES M BAGS - VICTORY HEALTH & PERFORMANCE - SPRING THREE - BEST BAR EVER - AIREX FITNESS PRODUCTS - YOGAJACK - PREVINEX - THE KIND

MAT - GYMADVISOR.COM - DREAM WATER - SLINKII ATHLETIC - CLIMB HEALTHY - FERA INTL. CORP. - POLAR USA - SPORTS WAVE - OSHEKA - AFFIRMATS - ZIPPY SPORTS - ESOP TEST - GAIAM - LIFORME - GOOD HYOUMAN - FRUIT BLISS - ELEIKO - MOOV - RPM FITNESS - MOLLY WATER - JOSH ZABAR - CROSSFIT

SOUTH KINGSTOWN - THE DOLCE DIET - BEASTETTE APPAREL - GAME PLAN - VALENTEK ATHLETICS - SNATCHER - RUSH BOWLS - UPFRONT GRANOLA - STUD BAR PULL UP BAR - BLACK MOUNTAIN PRODUCTS - CHRIS ELMORE - ROSE TEODORESCU - UNBROKEN DESIGNS - STAYFIT TRAVEL - VIRUS - ACTIVEDGE - YOGAPAWS - EDDIE BAUER

- MOVEMENT RVA - FIT LEAGUE - PURE STRENGTH - SOUTH OF BELMAR - WOD OUTLET - ROKFIT, INC. - COMPETE EVERY DAY - LITTLE CROSSFIT - MAXWELL MAYES - ID APPAREL - CHILL BY WILL - THIRD PULL APPAREL - WELLOGRAPH - THE CHIA CO - LIVEWELL360 - WOD TALK - FLIPBELT - LAURA FRANCISCO - CROSSFIT MILFORD - TANYA-B - BARBELL VOODOO -

NORMAL EARPHONE GIFT CARD - EVOFIT - BUBBA'S FINE FOODS - HYPERICE - JETFLOW HYDRATION - GNARLY - THE BODY REVIEW - CAVEMAN COFFEE - BRONWEN JEWLREY - DYNAMIC SPINE AND SPORTS THERAPY - CAVEMAN FOODS - BODYELITE PR - LIFEFUELS - SOMA SYSTEM - ENERSKIN - PNP SUPPLEMENTS - KOR WATER - SPORT WATER - RX SMART GEAR - JADE

YOGA - ISAORA - RXBAR - FIT AID - FRANK MEDRANO - ADDRESS CHIC - EVOLV SPORTS - TLF APPAREL - POWERFUL YOGURT - OSO BARBELL CLAMPS - KENNETH LOO - MAXIMUS OHLSEN - TTWINSFIT - CHRIS HOERENZ - LIFT SPORTS GEAR - BIZZIE GOLD - THE GOLDEN RATIO - XY WORKOUT - CALYANA YOGA - BLESSED IWEAR SUNGLASSES & APPAREL - VUORI - HYLETE

350

300

250

200

150

100

50

Oct 2014May 2015

NUM

BER

OF B

RAND

S

fitmoo.com 8

MARKET PLACEMENT

Social

Your Friends Networkusergroup

Your Active Network🏃

Marketplaceshopping User

Affiliate MarketplaceAdd Usershopping User

Affiliate NetworkAdd User

Your Business NetworkTOOLBOX

Ecommerce

• Community• Fitness Products• Workouts / Nutrition

• Influencers• Endorsements• Brands

POSITIONING

LESS-EXPENSIVE DISTRIBUTION FOR BRANDS

Direct to ConsumerCost: 10%• Compay ecommerce sites• Company-owned stores

FitmooCost: 10%-15%Social Distribution• Company Brand Page Store• Community Page Store• Profile Store• Fans / Followers Stores• Sell through influencers

WholesaleCost: 40%-60%• Big-Box Retailers• Specialty Retail• Discounters- TJ Maxx• Discount Websites• Deal Sites

LeastExpensive

Most Expensive

Amazon & eBay

PRODUCT REACH ON FITMOO

COMPETITIVE TECHNOLOGY PLATFORM

Online Marketplace

Direct to Consumer

Free Listings

Customer Insights

Customer/Seller Chat

Social Affiliate Marketing

Reach Direct Target Market

%

%

X

X

X

X

X

%

%

%

%

X

X

X

%

%

%

%

%

%

%

eBay Amazon Fitmoo

Product is posted and shared to all brand followers

Product is endorsed by athlete or influencer

Product is purchased by influencer's followers and endorsed to their social connections

fitmoo.com 9

$100 for 4Yoga Classes

Purchased through Endorsement

$200 for 10 Spin Classses

REVENUE MODEL FITMOO PURE MARKETPLACE MODEL

PRODUCTS

SERVICES

$100 Workout PantsPurchased through Endorsement

$50 Sports Bra ě

Fitmoo processes transaction and takes a 10% fee

Fitmoo processes transaction and takes a 2.5% fee

ě

MERCHANTEARNINGS

10% Fitmoo Fee

$5.00Revenue

$10.00Revenue

5% Endorsement Fee

$5.00Revenue for endorser

2.99% + 30¢ Transaction Fee

$3.29Fee

$1.80Fee

$43.20 or 86.40%Revenue for Merchant


ě

ě

MERCHANT EARNINGS

2.5% Fitmoo Fee

$5.00Revenue

$2.50Revenue

5% Endorsement Fee

$5.00Revenue for endorser

2.99% + 30¢Transaction Fee

$3.29Fee

$6.28Fee



n/aNo endorsement

n/aNo endorsement

fitmoo.com 10

COMPANY PROFILE EXECUTIVE SUMMARY

JEFF DYMENT

ROB ORLANDOPresident

TIJ BEDICTO & SVP of Ecommerce

MATT MORRISSVP & Chief Legal Counsel

• Twenty years' experience as technology and activelifestyle entrepreneur, operator and investment specialist

• Investment banker, derivative expert - Salomon Brothers,Furman Selz, Merrill Lynch.

• Chief Investment Officer The Drax Group and CEO ofPrivate Equity at Genspring, the largest multi-family officein the US.

• Founder and CEO of Vencast, the leading onlinedistribution platform for venture, hedge and private equityfunds. Sold to Instinet, a subsidiary of Reuters in 2001.

• HSBC Entrepreneur of the Year Finalist 2001.• Co-founder of bump.com, now events.com, a large active

lifestyle events company.• Owner of Cloudveil, an outdoor sports enthusiast apparel

business.• Minority owner of EMS before sale to Versa Capital.

• Fifteen years' proven track record in building in-houseengineering teams and leveraging outsourcing resources& technologies.

• Lead and built multi-channel and multi-nationalecommerce platforms for Nature's Bounty, GNC UK,MetRx, Vitamin World, Holland&Barrett UK, & Kraus.

• Experienced in establishing and managing offshoredevelopment and support offices.

• Chief architect of logistics solutions including SupplyChain Management, Distribution & Fulfillment systemsfor NBTY and Kraus .

• Built and deployed custom software solutions as well asCRM, CMS, ERP, HRM, and MRP systems for companieslike MTV, VIACOM, Village Voice Media Group, and NBTY

• Demonstrated expertise in developing BusinessIntelligence platforms and ROI-based strategies.

• Twenty-five years' experience as an entrepenneur,owner, and operator.

• Operated one of the most successful multi-platformCrossFit businesses in the world, that includedequipment design, apparel sales, multi-country seminarbusiness and a local personal coaching service.

• Won five international Strongman competitions• Competed as a top 60 world athlete twice in the CrossFit

world championships, placing 9th and 13th.

• Over twenty years' experience corporate law, businesslitigation and legal risk management.

• Partner-level positions at major international anddomestic law firms.

• In-house counsel and business affairs roles at globalmedia companies (Time Warner / HBO) and start-up/early growth stage ventures (Vencast).

• Focus on legal issues in media, technology, intellectualproperty, commercial litigation and corporate finance &restructuring, among others.

• Represented and advised multinationals (IBM), banks(Standard and Chartered; Credit Lyonnais), investmentfunds (QVT; Angelo Gordon), and foreign employeepension funds (APB/Stitching Pensionefonds) in complexlegal issues.

fitmoo.com 11

GROWTH CAPITAL PLANS

Invest in Technology

Influencer Driven Acquisition

Brand & Vendor Partnerships

Digital Marketing

Expand Products

3/2013 Seed

NUM

BER

OF M

ONTH

LY A

CTIV

E US

ERS

9/2013 Angel

Institutional

GROWTH STRATEGY 2015 HIRING PLAN

New Hires• Ambassador Development Team• Chief Marketing Officer• Chief Operating Officer• Chief Financial Officer• India Operations

- Development: Mobile/Web - Customer Service - Administrative - QA

Current Fitmoo Team• Leadership: 4• Lead Generation: 4• Development: 8• Design: 1• Financial: 1• Sales / Marketing: 4

FITMOO EXPANSION PLAN

Fitmoo HeadquartersWest Coast Office India Development & Operations

HIRING TIMELINE

April 2015 March 2016

16 Full-Time5 Part-Time

18 Full-Time1 Part-Time

20 Full-Time+ India

25 Full-Time U.S.10 Full-Time India



fitmoo.com 12

GROWTH STRATEGY OPPORTUNITIES

SHORT TERM LONG TERM

SIGN MORE INFLUENCERSOnboarding influencers with significant social media followings

SIGN MORE BRANDSApparel | Gear | Supplements

ADD CLASSES / EVENTSSpin | Yoga | Marathons | CrossFit

INTERNATIONALFitmoo in multiple languages, global distribution

GYM MANAGEMENTFull technology support for gym administration

FITNESS DATINGConnecting users through their favorite activities

MEMBERSHIP SERVICESGyms | PT | Nutrition | Premium Content

fitmoo.com 13

FINANCIAL SUMMARY

YEAR 1 YEAR 2 YEAR 3

New Active Users

Cumulative Active Users

Transactional

Online Services

Advertising

Total Revenue

Total Cost of Sales

Gross Profit

Gross Margin

Operating Expenses

Operating Income/(Loss)

Operating Margin

Net Income/(Loss)

266,667

271,667

622,708

5,692

59,306

687,706

208,279

479,427

69.7 %

3,307,307

(2,827,880)

(411.2) %

(3,081,036)

$

$

$

$

$

$

$

$

$

760,000

1,031,667

3,613,750

976,246

688,333

5,278,326

1,286,050

3,992,276

75.6 %

6,395,370

(2,403,094)

(45.5) %

(1,444,764)

$

$

$

$

$

$

$

$

$

1,772,308

2,806,974

11,480,833

6,050,723

2,995,000

20,526,557

5,813,648

14,712,909

71.7%

10,790,260

3,922,649

19.1%

1,598,747

$

$

$

$

$

$

$

$

$

fitmoo.com 14

COMPANY FINANCING

PAST FUNDING

Amount Raised

ValuationPre

Post

Terms

Use

SEED$ 390,000

$ 1.6M $ 2.0M

Common Stock

MVP Development

ANGEL$ 4,500,000

$ 10.0M $ 14.5M

Preferred Equity + Warrants

Product Development + Soft Launch

FUTURE FUNDING

Target Raise

Terms

Valuation

Use

INTERIM INSTITUTIONAL$10,000,000

TBD

TBD

User activation + growth capitalFitmoo AmbassadorJULIE NELSON

$5,000,000

Preferred Equity + Warrants

TBD

Launch + User Acquisition

fitmoo.com 15

INVESTMENT HIGHLIGHTS

Large & Growing Market Opportunity Benefitting from Secular Trends

Fitmoo is the Solution

Compelling Value Proposition for Users, Influencers & Brands

A Scalable, Fully-Customizable, Self-Serve, Social Ecommerce & Affiliate Platform

Strong Projected Financial Profile

Passionate, Experienced Team with Repetitive Successes

-Fitness & Health = 3rd largest amount of consumer spend, behind financial services & healthcare

-Ever-increasing health awareness coupled with exploding social media activity

-A social, affiliate-based marketplace for users to share, discover and shop

-Influencers and users can endorse their favorite brands, earning referral fees from sales

-Merchants win as they tap into a platform with highly engaged fitness & health enthusiasts

-Influencers & users leverage their networks to engage & earn

-The first-of-its-kind, multi-channel, multi-merchant, ecommerce engine with affiliate tracking

-Powered by a state-of-the-art API designed to power mobile, web, and 3rd party apps

-The natural network effect and one-of-a-kind platform will drive monthly active user growth

-The platform gets stickier; Fitmoo rapidly develops as tailwinds & value proposition coalesce

-Built robust platform with very little capital

-Extensive experience in building ecommerce & online marketing platforms

MARKETOPPORTUNITY

THESOLUTION

VALUEPROPOSITION

TECHNOLOGYPLATFORM

NETWORKEFFECT

EXPERIENCEDMANAGEMENT

fitmoo.com 16

USER ACQUISITION METRICS

USERS AFTER INITIAL INFLUENCER POSTS (THOUSANDS)

1 2 3 4 5 6 7 8 9 10

80

70

80

50

40

30

20

10

USERS & SESSIONS (THOUSANDS)

Mar

13

12

11

10

9

8

7

6

5

4

3

2

1

MOBILE APP DOWNLOADS (THOUSANDS)

Feb AprMar

SESSIONS

USERS

DATE POSTS

DATE

Sources: Google Analytics & Fitmoo Data

USER LOCATIONS

Fitmoo Users Worldwide

MayJun 8

AprMay

Jun 8Feb

20

15

10

5