This Fort Lauderdale founder is keeping South Florida fit, while helping trainers build their businesses

By Riley Kaminer

Growing up, Broward County native Kashawn Fraser dreamed of becoming an NBA player. After graduating from Monarch High School in Coconut Creek, Fraser was on the right path – securing a scholarship to play both football and basketball at Central Michigan University. 

But it was while he was in college studying exercise science that Fraser began to see flaws in how we stay fit.

“I quickly realized that the fitness industry was broken,” he told Refresh Miami. “Trainers often didn’t show up, and in many cases they didn’t know what they were doing. Professional training gyms were often an uncomfortable environment, especially for women.” 

The NBA wasn’t in the cards for Fraser, but he would go on to play professional football in the Canadian Football League for four years, on top of a stint with the Giants.

A few knee surgeries later, Fraser ended up leaving the world of professional football. “I felt defeated,” he said. 

Eventually, though, Fraser was able to see the bright side. This would give him an opportunity to double down on his passion: fitness.

Fraser was quickly able to scale up his personal training business to a roster of CEOs and high networth individuals. Perhaps this growth came too quickly, however: “I crashed my car twice because I was so exhausted, starting work at four in the morning and ending around ten at night.”

That’s when Fraser began to think of ways to scale his business. “I wanted to create an Uber model from trainers.”

And so, in April 2020, Fitnessatyourdoor was born. The startup enables South Floridians to connect with trainers and bring them right to their house. For trainers, it offers an opportunity to grow their book of clients.

A Fitnessatyourdoor trainer works with a client.

Fitnessatyourdoor offers two pricing models. Users can either pay as they go, or buy a $27/month subscription that gets them 10% off on training sessions. Sessions range from $67-$110 an hour, depending on the trainer’s expertise. The trainer brings all the necessary equipment right to the user’s house.

Going forward, Fraser hopes to focus more on the startup’s value proposition for trainers. “Trainers are marketing themselves, but they have trouble converting leads to sales.” Beyond enabling these trainers to create a website through Fitnessatyourdoor, Fraser plans to deploy features such as CRM and email marketing, in addition to the booking and billing tools the platform already offers. 

Ultimately, Fraser’s ambition is to create a one-stop-shop for everything wellness, including nutrition and massage therapy. But for now, Fraser is laser focused on building the platform for their 150 users and more than 150 instructors. 

“I want to create a Chick fil A experience,” said Fraser. “I want to create a company that trainers love to be a part of.” On the consumer side, he wants to make sure that clients never feel like they are lost. That’s why the company also offers some online training videos, to keep clients busy between sessions.

Fitnessatyourdoor is now raising a $5 million Series A round to expand their currently three-person full-time staff and develop their platform more quickly.

Kashawn Fraser, founder of Fitnessatyourdoor, works with a client. All photos provided by Fitnessatyourdoor.

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Riley Kaminer