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Key people at SinRutina.
SinRutina operates a subscription-based fitness platform, providing members with unlimited access to an extensive network of diverse fitness centers, including gyms, yoga studios, dance classes, and Pilates facilities. The company extends its offerings to businesses, presenting a corporate wellness solution designed to enable companies to provide comprehensive fitness benefits to their employees. This dual approach addresses both individual fitness preferences and organizational needs for employee well-being.
The company was established in February 2014, originating from Buenos Aires, Argentina. The foundational insight appears to be the demand for flexible and varied fitness options, moving beyond single-gym memberships, and recognizing the growing importance of corporate wellness programs. While specific founders are not publicly detailed in available information, the company has grown to offer a significant presence in its market.
SinRutina primarily serves individuals seeking adaptable exercise routines and corporations aiming to enhance employee retention and health through accessible fitness opportunities. The company’s vision centers on fostering a culture of well-being by removing barriers to diverse physical activities, empowering both individuals and organizations to integrate fitness seamlessly into daily life. They look forward to expanding their network and impact within the wellness sector.
Key people at SinRutina.
SinRutina was a Buenos Aires-based fitness startup that operated as a subscription marketplace connecting users to gyms and fitness centers across Argentina, promoting affordable and flexible exercise options as a corporate benefit.[1][2][3][6] It served employees through company partnerships, solving the problem of accessible fitness by building the largest network of gyms in the country, with 20-49 employees, $1M-$5M in revenue, and a tech-enabled platform in the fitness and wellness sector.[2][3][4][6]
The company targeted B2B clients, enabling corporations to offer fitness subscriptions to staff, which drove early traction in the corporate wellness space before its acquisition.[1][5]
SinRutina was co-founded by Juani Villarejo, a software artisan from Buenos Aires, who served as CTO, alongside partners with experience in freelancing, consulting, and remote work.[1][5] The idea emerged around 2010-2015 from Villarejo's 14+ years in the industry, evolving from side consulting into a full startup focused on a fitness marketplace for subscription access to classes and gyms.[5]
Early traction came from building a scalable network, positioning it as Argentina's largest gym and fitness center hub, which led to its acquisition by Gympass in 2018—a pivotal exit that validated its model in the growing corporate fitness market.[5][6]
SinRutina rode the early 2010s wave of fitness tech and corporate wellness trends in Latin America, where subscription models disrupted traditional gyms amid rising health awareness post-pandemic precursors.[1][5] Timing was ideal as remote work and employee benefits digitized, with market forces like Gympass's expansion favoring aggregators that scaled networks quickly.[5]
It influenced Argentina's startup ecosystem by pioneering B2B fitness marketplaces, paving the way for acquisitions and validating wellness tech for regional players, while founders like Villarejo advanced to ventures like Nulinga.[1][5]
Post-2018 Gympass acquisition, SinRutina operates as part of a global fitness giant, likely enhancing corporate offerings in Latin America with its established network.[5] Trends like AI-personalized wellness and hybrid work benefits will shape its legacy, potentially evolving Gympass's platform toward deeper B2B integrations.
Its story underscores how nimble marketplaces can dominate local fitness access, tying back to its core mission of flexible, benefit-driven exercise that scaled from Buenos Aires to broader impact.[1][6]
