What we're actually building with Nutrox

There are a lot of fitness apps. Most of them are a video library with a subscription attached.

Nutrox started from a different frustration: the guidance never changes with you. You do the same programme whether it's day one or day one hundred. So we've been building a system — we call the engine NURO — that pays attention to where you actually are and adjusts.

It's still early. We'd rather ship it right than ship it loud, so the apps aren't in the stores yet. When they are, you'll hear about it here first.