The company aims to disrupt the digital boutique fitness industry using AI-enabled strength training with dance musicality by making performance data for weight-lifting exercise sessions rich and “fun.” Company Overview: Strance offers personalized progressive group strength training classes using music and dance techniques of the customer’s choosing and per their customized goals and schedules. Stance provides in-person and remote digital training formats, emphasizing inclusivity for all body types and exercise capabilities, fun-loving music/dance-oriented participation, and data-driven results.

Strance exercise routines emphasize “anaerobic” strength training versus the “aerobic” cardio training approaches typical in the current boutique fitness industry. Anaerobic, as compared to Aerobic, is when your body does not have sufficient oxygen present in your body’s cells to create adenosine triphosphate (ATP) your cells use for energy to push through a workout, so your body breaks
down sugar to power your workout.

The company’s AI-enabled gloves connected to users’ smartphones are an industry first, which allows the user a tool to track reps, sets, and power in real-time and over time utilizing its patented glove technology. The sensor-based AI gloves will enable the user to dynamically monitor and measure their exercise routine by giving the user an accurate tracking of their strength training progress over
time.

Key Milestones in 2024: Strance plans to launch an initial marketing outreach and complete a “go live” minimum viable product (MVP) glove product in Q1 2024 with alpha/beta testing and an initial cohort of 100 active customers in Q1/Q2 2024 with the goal of a “go live” rollout to 1,000 active users in Q3/Q4 2024. Strance plans to open its first Studio in Amsterdam in the first half of 2024. Revenue Model & Marketing Focus: Strance currently has a three-part revenue model including (1) per-class fees from “in-person” studio exercise classes led by instructors (10% of revenues @ ~ 50% gross margin), (2) monthly subscription fees from “digital” online classes (50% of revenues @ ~ 90% gross margin) and (3) sales of pairs of AI-enabled exercise gloves (40% of revenues @ ~40% gross margin). These revenue percentages and margins are based on the first year of the company’s projected financials and are subject to change.

Stance defines its “priority markets” as geographically — Amsterdam, London, New York City, and Miami — and demographically – Millennials, Gen Z, Gen X, and women — emphasizing customer inclusivity, data-driven results, and beginner-to-intermediate training levels. The company intends to use a combination of influencer and social media marketing techniques, search engine optimization (SEO), search engine marketing (SEM), and the co-founders’ existing exercise customers following on Instagram, Facebook, and YouTube. Current Fundraising Round & Use of Proceeds: NewCo is currently seeking a “seed stage” fundraising round of $300,000 up to $500,000 in the form of a SAFE Note offering. The use of proceeds from the initial fundraising will be primarily used for (1) an initial order of 100 pairs of AI-enabled gloves, (2) initial rent/utilities for studio space, (3) website/app development, (4) videographer and trainer personnel and (5) initial marketing expenses. Additional funds raised in the seed round will be used for additional glove purchases, continued studio rent, further app UI/UX refinement, staffing, and marketing. Endeavor Capital Management Holdings, LLC (ECMH) has known one of the principal founders for five years, and she, along with her partner, is the majority in the interest of the ownership of Strance at present. ECMH is a co-founder of the company and, along with the other two co-founders, is an investor in Strance.

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