The team behind Fjuul hasn’t chosen the easiest task. They want to make fitness a casual and meaningful part of everyday life for everyday people. And disrupt eHealth solutions.
“Our current product is a mobile app that turns your everyday activities into meaningful exercise, so you get the healthy dose of activity needed to keep in shape,” Fjuul CEO Sascha Wischek (right in the picture) says. The Fjuul app provides user with guidance to change everyday behavior towards healthy routines and habits.
Healthcare paradigm changing
The Fjuul team had seen a major paradigm shift in healthcare coming. The focus of healthcare was changing from cost-driven to value-driven. “The paradigm is changing from curing the sick and re-allocating costs, to caring for all, prevention and new ways to deliver care,” Wischek explains. “Fjuul triggers healthy behavior before the critical care point, so you basically cure yourself before you get sick.”
When looking at the fitness app industry, the team made an important realization. The whole ecosystem was geared towards men and athletes. “With all the tech we have available now, the best we have been able to come up with is counting steps,” Wischek says. “This approach was outdated and didn’t have a scientific background, especially if you want to give people something meaningful back and not just show steps and unfiltered numbers.”
To fix this, the team invented a measurement unit called Fjuul Points, which are based on the intensity of movements and energy consumption measured in medical units called METs. The points are based on scientific sources that are linked to guidance and recommendations for improving your health and fitness.
The team learned that ladies are in particular very demanding and thought that lots of apps neglect the sophistication level. “This segment is clearly under-served and there is a total blind spot in the market. Over 70% of our users are female and super loyal and we felt early on that we have a good chance to capture and claim this category, if we really focus and execute this accordingly,” Wischek explains.
The team built Fjuul to combine the most beautiful design with intuitive use and clear function. “Tech develops so fast, wearables are getting now usable in terms of capabilities and form factor. After all the noise, this is now real and tangible, ready for catering to the mass market,” Wischek says.
Version 3 coming
The Fjuul team consists of three full-time members: CTO Matti Räty (left in the picture), COO Simo Pahkamaa, and CEO and Founder Sascha. “We have some more guys on our development side that work more flexible with us, and some strategic advisors,” Sascha says.
“We basically met during joint project work with Fjuul. Matti was a co-founder in a service company and with Simo we worked on some joint activities in the ecosystem,” Wischek tells. Wischek worked as a management consultant and researcher before he founded Fjuul. “All of us did some other start-ups before too and it all floated together now.”
The Fjuul app has since been frequently featured by Apple in their App Store globally. “Due to the recent success and exposure of our app we get approached frequently for cooperation ideas and companies wanting to use our technology in the B2B context,” Wischek says. At the same time Fjuul is now moving from our proof-of-tech to proof-of-business.
“Vertical accelerator has been the perfect set-up for us to explore options and models around this change,” Wischek says. “The best part of our Vertical experience has not been any particular ingredient, but the proper mix in right proportion enjoyed with great company!”
Next big thing for Fjuul is the upcoming Version 3 update release. “It includes a new wearable suite and making our tech available to 3rd parties and selected B2B clients.”