Meta to Muscle: A new fitness app co-founded by a former Meta engineer and Strava designer says its AI (and affordability) can compete with human coaches

A new strength training app founded by a former Meta engineer and Strava designer has hit the fitness scene right in time for January fitness goals: Kiwi Fitness.

The AI-powered app aims to be an affordable alternative to hiring a personal trainer, offering personalized workout plans, progress tracking and adaptable training sessions—all driven by machine learning algorithms.

“Strength training can feel isolating and overwhelming, especially for beginners,” Kiwi Fitness co-founder and former Strava designer Olia Birulia said. “With Kiwi Fitness, we aim to connect gym-goers and create a supportive environment that fosters motivation and accountability. We’re taking lessons from successful social fitness platforms and applying them to strength training.”

Currently, Kiwi Fitness considers fitness goals, available equipment, and progress tracking, offering adjustments along the way. In the future, the app plans to introduce socially connected features, including local gym communities, leaderboards and group challenges.

“Gyms aren’t just places to lift weights; they’re potential hubs for connection,” Olia said. “By building these features, we hope to inspire users to support each other in reaching their goals.”

Kiwi Fitness is running a promotion this month, during which annual subscribers can receive 50% off and a free Kiwi Fitness water bottle for $59.99.

“Our vision is to make strength training approachable and effective for everyone,” Kiwi Fitness co-founder and former Meta engineer Justin Thelukai said. “Using cutting-edge AI, we’re delivering an experience that’s more dynamic and responsive than what most human coaches can offer.”

The fitness app space shows no signs of slowing down and is projected to grow by $55.86 billion in just a few short years, fueled by consumer interest in health management. It’s also become a competitive battleground, with fitness app Ladder recently accusing connected fitness giant Peloton of allegedly copying its strength training platform.