We set out to build a better fitness app, then noticed the bigger problem: the trainers writing those workouts had it worse. So we built for them - software that stays out of the way, and a client app that stays clean.
Athlemove is opinionated. These are the principles that decide what makes the product - and, more often, what stays out.
A coach has 20 minutes between clients. They need to write a program, check who they're seeing tomorrow, and get back to the floor. Athlemove is built for that - fast, on a phone or a laptop, no fifteen-screen workflows. Everything else is a distraction.
No per-client fees. No hidden tiers. No growth penalties. What's on the pricing page is what you pay - today, and the day you sign up your hundredth client. We'd rather earn your next renewal than nickel-and-dime your current one.
Your clients don't pay anything to receive your coaching through Athlemove - not now, not when we ship the next thing, not ever. We'd rather grow by serving more coaches than by charging the people on the receiving end.
Describe what you need, get a workout in seconds, then make it yours. The AI does the typing. The coaching is still yours.
It started in a Toronto gym. The fitness apps we were using had good ideas trapped in buggy, cluttered software, so we sketched a better one - the consumer app we wanted to use ourselves. That's where the name came from, the first wireframes, and the bet that this could just be cleaner.
athlemove.com went live, and most of the year went into one thing: the exercise library. Hundreds of movements, organized by muscle group, equipment, and difficulty. Less glamorous than shipping features. More important.
The library kept growing. Then, late in the year, we shipped the first AI workout generator - describe your day, get a program. Seven out of ten people who tried it came back daily. The signal was hard to miss: this was the piece that mattered.
The consumer side worked. But it became clear the bigger gap was on the other side of the screen - trainers running their businesses on software even worse than their clients'. So we rebranded around them. The exercise library stayed. The AI was retooled to generate individual workouts - the unit trainers actually build with - wrapped in a program builder for stringing them into multi-week plans, a client roster, and a client app.
We're early - coaches signing up, telling us what's missing, watching us ship it back. The plan is unchanged: keep it simple, and never ship anything that doesn't make coaching easier.
We're a small Toronto operation, intentionally. No sales team, no PR team, no roadmap dictated by enterprise buyers. Just an inbox we actually read and one question we ask of every feature: is this actually useful?
If you have feedback, ideas, or beef - write to us. We read every message and most of them turn into product changes.
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