Valor Econômico newspaper's Pipeline portal published a article about the entry of Moriah Asset into the capital of the Utreino app, which encourages physical exercise at home, developed by the influential actor couple Flávia Alessandra and Otaviano Costa.

According to Pipeline, the opportunity arose three months ago, when Costa approached Moriah's founder and CEO, Fabiano Zettel, in search of capital. The couple's background, admits the investor, ended up weighing in their favor, not only because of their experience in communication and marketing, but also because the pair themselves present and perform the app's video workouts. 

Utreino also represents a break with taboo for the couple themselves. Although they have been business investors since 2018, joining as partners in ventures such as a spa built with hairdresser Marcos Proença and the Royal Face chain of aesthetic procedure clinics, the exercise app is the first company run by the artists, who began to conceive the idea during the pandemic, when the demand for home gymnastics grew. Born in 2023, the startup had an initial investment of R$1.5 million - today it totals R$4 million.

Launched in March last year to appeal to everyone from the sedentary to the amateur athlete and from teenagers to the elderly, the app has more than 100 types of weight training, yoga and stretching workouts. There is also content on meditation, sleep quality, nutrition and stress. With Moriah, the goal is to increase the number of subscribers from 15,000, who pay R$39.90 per month, to 65,000 by the end of 2025.

Part of the agreement between Moriah and the couple involves connecting Utreino to other ventures linked to the world of health and well-being. At first, subscribers to the app will be able to get discounts on products from businesses in Moriah's portfolio, such as Haoma, Army (fitness clothing) and Frutaria São Paulo (natural snacks).

In another initiative, more focused on health, the app will grow to include specialists such as doctors and nutritionists, who will be available for consultations. Finally, Utreino should also set foot in the physical world by launching an e-commerce store to sell its own products and those of third-party brands. Ucommerce should go live by the end of this year - and products from Moriah's forays should fill the stocks too. "We're going to turn this Utreino app into a cross-brand platform," Zettel told Pipeline.