MTNTOUGH offers online fitness and nutritional training programs geared for mountain athletes. It runs on a subscription basis, similar to Netflix, with training programs and content available on its website.

Instead of having a traditional gym, with in-person classes and programs, Diefenderfer wanted to do an online-based business to reach more eyes.

In addition to the website, the company launched its app in early January. The app, which is compatible with smartphones, tablets and smart TVs, should help double the number of subscribers, he said.

Over its six years, the program has garnered about 10,000 users. By the end of the year, he projects the app will generate an additional 10,000 users.

With new training programs and content pushed out regularly, Diefenderfer said they’ve out grown their existing space where he and his fitness team research and develop new programs, film content and do administrative and technical work.

Now at its “fitness lab” on West Griffin Drive, the company will expand to its new 10,000-square-foot headquarters in spring 2023.

The new headquarters, to be built near the corner of Huffine Lane and Love Lane, next door to the unfinished Stone Glacier headquarters, will be double the size of the current fitness lab.

“We’re not trying to build a bigger gym, but we needed more space for the people in seats running the online business,” Diefenderfer said. “It’s grown so much with customer support and tech.”

When looking for a new space, Diefenderfer, who is from Billings originally, said staying in Bozeman was a must.

“We feel so blessed to be in Bozeman,” he said. “It’s been such a supportive community for us.”