Ginastee, a Brazilian fitness and wellness platform created by Rafael Paiva, has completed a pre-seed round of R$ 650,000 with Koinz Capital. The startup began during the pandemic when Paiva coded its first screens alone with limited resources. It now projects R$ 20 million in wellness operations by the end of 2027.
Pandemic Origins and Platform Evolution
Paiva initially built the project alone from his bedroom and later guided the startup through several strategic pivots. Ginastee now enables fitness and wellness influencers to create their own areas, publish content, and sell subscriptions directly to audiences. Users enter private communities where they can participate in challenges, interact with other members, and engage with posts.
A Social Wellness Approach
The company promotes what it calls social wellness, a model focused on building supportive interpersonal relationships and group accountability. Instead of offering only individual training plans, the platform connects large fitness and wellness personalities with their followers in an interactive social environment. The goal is to combine healthy daily habits with a sense of belonging, motivation, and mutual support among community members.
No-Fee Model and Beta Results
Unlike traditional course platforms, Ginastee does not charge creators a monthly fee to use the software. Its revenue comes from a take rate of about 10 percent on transactions such as subscriptions, group challenges, and support materials. During the beta phase from April 2025 to March 2026, the startup reached more than 4,800 users and connected around 50 creators to over 4,700 followers.
Artificial Intelligence for Habit Building
Ginastee is also integrating artificial intelligence features to help users build daily routines and improve adherence to wellness goals. The system can analyze meal photos, generate insights, and offer personalized recommendations based on individual preferences and objectives. This technology is intended to strengthen engagement and make healthier behavior more accessible over time for all users.
Advisory Support and Strategic Capital
The R$ 650,000 round was structured with Koinz Capital, a firm founded by Leonardo Cruz that has followed the startup since its MVP stage. The deal included a strategic advisory board of five to six professionals covering tax law, finance, governance, compliance, and process structuring. It is chaired by Jaime Quintana and includes Caio Scarduelli Salvatore Tebet, Indira Duarte, and Luís Márcio Bellotti Alvim, with some advisors also investing their own capital.
Marketing Acceleration and Capital Deployment
The injected capital will be used to support a new phase of traction and to hire a large marketing agency focused on accelerating creator acquisition. The exact split between the financial investment and the valuation of the intellectual capital remains confidential. According to founder Rafael Paiva, the available cash is sufficient to fund this commercial push and drive platform growth.
International Expansion Plans
Although creator acquisition efforts are currently concentrated in Brazil, the startup plans to become a global reference in wellness technology. International expansion is expected to begin officially in 2028, with priority given to the North American market. Ginastee also intends for its next funding round to be raised in foreign currency to support global operations.
Ginastee's pre-seed round combines modest financial backing with structured strategic guidance, giving the startup a foundation for its next growth phase. Its community-based social wellness model and no-fee approach distinguish it in a competitive digital fitness market. With international ambitions and AI-driven tools on the roadmap, the company is positioning itself for broader adoption beyond Brazil.
Source: Startups.com.br