Brisbane startup Zova is hoping its contextual awareness will carry its female-focused health and fitness app to mainstream popularity.
Zova launched for iOS two days ago, and thanks to its Apple Health integration, it is one of 14 apps being featured on Apple Health App Store page.
Co-founder Niall McCarthy says while there’s no shortage of health and fitness apps available, none really make the most of a smartphone’s capabilities, nor the communities that want to use those products.
The Zova team, in conjunction with its “Zova Ambassadors”, a bunch of exercise and lifestyle professionals, has created a number of exercise programs that combine custom-made music with “exercise science” to achieve better results.
The app is also aware of the context. What that means, McCarthy explains, is when its user opens the app, it suggests workouts based on factors like time of day, weather, and location.
“Once you’ve downloaded the app, it will recommend based on your time and location. For example, you can click on your workout stream, and follow immediately, visual and vocal cues, along with music and rhythm that will help you,” he says.
The music and rhythm aspect of Zova was central to its development. McCarthy and his fellow co-founder James Tonkin originally came up with an idea to use rhythm to help kids exercise, while washing dishes at a pizza shop. They went on to develop a sports product which helped kids get active and rolled out the product to schools around the world.
About a year ago they decided to pivot to enter the consumer fitness market with support from the investor and founder of health and fitness company Jetts, Brendon Levenson.
“Health and fitness is the next thing to be disrupted, and the time is now with companies like Apple and Google providing wearables to help realise that,” McCarthy says.
Users will be able to try the app for a week for free and after that they’ll be asked to pay $25 for a 12 week subscription, or $75 for a yearly subscription.