12REPS is on a mission to revolutionise weightlifting. Our goal is to make strength training as engaging and social as Strava is for runners and cyclists. Today’s lifting apps are either just digital notepads or so clunky they kill your workout flow. 12REPS changes that. We’ve built a mobile platform that lets lifters log workouts seamlessly, see motivating progress charts, and, critically, connect with a community of fellow strength enthusiasts. Imagine hitting PRs alongside friends worldwide, joining team challenges, and sharing your victories, all in one app. This is not fiction: Strava now has 135+ million athletes globally, and it’s telling that “weight training was the fastest-growing sport type among women in 2024”. The appetite for connected fitness is immense, and 12REPS meets it head-on.
Our founder, Will Duru (BSc Hons Sports & Exercise Science), is an award-winning personal trainer with a decade of industry experience. He’s distilled that expertise into 12REPS. We use powerful data-driven algorithms to personalise workouts instantly (with simple filtering questions, no AI gimmicks claimed) and a video library of 1,500+ exercises to guide every lift. In short, every rep is optimised for strength gains, and every session is social.
Why Investors Are Excited: Market & Trends
Investors recognise the massive opportunity in fitness tech. The global fitness app market was approximately $10.6 billion in 2024 and is projected to double by 2030. By then it’s expected to reach ~$23B. North America alone accounts for nearly 47% of that market. In 2023, consumers downloaded 858 million fitness apps. In short, people want digital fitness solutions – and the demand is surging.
Within this boom, strength training is the undercapitalised frontier. Runners and cyclists have Strava; lifters have none. Yet 78% of Americans lift weights regularly, and strength classes now sell out everywhere. Even Strava’s own data confirms the strength of momentum: its platform saw a 25% increase in logged weightlifting activity by women last year. In other words, the market is hungry for 12REPS.
This timing is perfect. Investors are pouring money into AI-driven health and fitness. In 2025 alone, US digital health firms raised $6.4 billion, with $4 billion of that amount going to AI-enabled startups. Companies using AI and data personalisation attract substantially larger rounds. 12REPS is built on this paradigm: smart, adaptive programming and data analytics for growth. We don’t just track numbers – we turn them into insights, recommendations, and motivation. In fact, industry research urges new fitness apps to “prioritise AI-driven personalisation, wearable integration, and user-friendly interfaces” to ride current trends – exactly our playbook.
We’re also ahead on social motivation. Fitness trends now clearly value community and connection. Strava’s 2024 report reveals that participation in group activities and social clubs has skyrocketed. Millennials and Gen Z users, in particular, look to fitness as a social platform. 12REPS taps this: live leaderboards, team challenges, and shareable sessions make workouts addictive. As one advisor noted, the key to breaking into the crowded fitness space is “building a strong fitness community for motivation, support, and accountability”. That’s precisely 12REPS’s edge.
12REPS’s Unique Advantage
What makes 12REPS investable now? First, we meet all the criteria savvy seed investors seek . We have:
- Huge addressable market: Strength training is a massive and growing segment of the $ 10 billion fitness app industry. As lifestyles focus on health and muscle, more users seek guided lifting apps.
- Clear differentiation: Unlike basic gym logs, 12REPS is built by trainers. We offer personalised workout plans on demand, real-time video coaching demos, and progress analytics. Current apps miss this blend of tech and personal touch. Industry analysis confirms that apps must solve specific problems better, not just be “another library”, to succeed. 12REPS does just that, customising every plan to the user’s goals, equipment, and feedback.
- Strong founding team: Will Duru leads 12REPS. He’s an award-winning trainer with a degree in Sports Science, a proven expert who has “lived the problem.” Our small team also includes seasoned developers and coaches who know how to engage gym-goers. Investors love domain experts, and that’s exactly us.
- Early traction & validation: We launched in May 2025. Even in these first weeks, we’ve confirmed demand: dozens of lifters are already building routines on 12REPS, and the feedback has been enthusiastic. (In fitness apps, adoption scales explosively once the product resonates.) User surveys show that lifters crave exactly what we offer; they’ve used every generic app, but none of them have stuck. 12REPS changes that narrative.
- Monetisation and growth model: We offer a proven subscription model. Leading apps (like Strava and MyFitnessPal) demonstrate that freemium plus paid perks works. 12REPS starts at a low price point (e.g. £9.99/mo, with a 7-day free trial) but builds lifelong users who pay for accountability and results. As users lock in routines and see real gains, the revenue scales. Moreover, the social features generate organic user growth, a viral loop that costs little to fuel.
Taken together, 12REPS is at the sweet spot: a high-growth category, a defensible product, and an experienced team. Our competitive landscape (apps like Strong, Fitbod, Hevy, etc.) shows there’s room: none offers the full Strava-like experience for lifters. The only way 12REPS fails is if an incumbent builds exactly what we have. But incumbents aren’t moving this fast. As a sector analyst notes, fitness startups must continually innovate or risk being left behind. We are innovating – with AI-adapted plans, video coaching, and a community.
Industry Validation & Partnerships
Investors will appreciate that 12REPS aligns with macro trends. A report by Grand View Research highlights that fitness apps using AI and personalisation, like Runna (an AI running coach), raised sizable rounds (Runna raised $9.1 millionto date) . This confirms VCs are chasing any tech that can “supercharge” fitness routines. 12REPS may not market as “AI” per se, but under the hood, we leverage algorithms that learn from each workout. We are essentially a data-driven trainer in your pocket, providing precisely the AI-like personalisation investors love.
Moreover, strategic partnerships are in view. Industry veterans have indicated that large fitness brands and even equipment makers are looking to add software services. Imagine 12REPS pre-installed on connected gym gear, or integrated with wearables, a real possibility. Wearables usage is skyrocketing (nearly one in three Americans use them), and 12REPS is designed to sync with this trend. The blueprint is there: Peloton achieved hardware sales traction with software; Mirror expanded from hardware to software. We can ride similar cross-selling waves. For investors, this means potential acquisition interest or partnerships down the line, perhaps even an eventual “exit” to a big player who wants a strength training division. (After all, Strava itself could have eyed 12REPS as a bolt-on!)
We’re also aware of challenges. The fitness app space is competitive and trends change. But we’ve already mitigated key risks: Our user retention strategy is robust. By combining personal accountability (tracking rep-by-rep logs) with social rewards (sharing sessions and earning badges), we address the #1 reason people drop apps – boredom or a lack of progress visibility. Academic studies show that apps with social ties and monthly progress analytics retain users 2–3 times longer than static plans. 12REPS has both, so users stick. Finally, our go-to-market plan focuses on the largest market first – North America (46.6% of the industry) – where there is a cultural zeal for strength training.
What We Offer Investors
We are raising $300,000 for a 10% equity stake in 12REPS. This valuation reflects the massive potential, our head start, and the bootstrap we’ve already achieved. There’s a $5,000 minimum investment. Funds will be deployed primarily on product development (finishing advanced features, scaling our tech infrastructure) and marketing (targeted campaigns, partnerships, and community events). We’ve been scrappy to date, but this capital will enable us to accelerate user acquisition and refine the app more quickly.
For a timely investment, consider what’s at stake: In the next 12–18 months, 12REPS can capture a large share of this niche market. With fitness app revenues growing at a rate of ~14% CAGR and social fitness trending upward, even a small market penetration could significantly multiply your stake. With your support, we can rapidly expand our team (including developers, coaches, and marketers) to meet demand. We will use agile metrics, such as user sign-ups, weekly active users, and engagement time, to ensure these round triggers real scale.
We’ve built the foundation; now we need partners to join us. As a founding investor, you’ll have direct access to our progress and the opportunity to shape our strategy. 12REPS isn’t a soulless software project; it’s a personal vision turned business. We’re real people solving a real pain point. Over a decade, Will has worked with clients who needed exactlywhat 12REPS provides. We know the community intimately, and we’re hungry to win.
Act now. The fitness tech wave is cresting, and gaps fill quickly. By investing today, you position yourself ahead of the curve. Don’t wait for competitors to latch on; join us in building the Strava of strength training from the ground floor. We welcome strategic and passionate investors who share our vision of making lifting fun, social, and effective.
For more information or to schedule a call, please contact 12REPS founder Will Duru at will@just12reps.com. Let’s discuss how we can install 12REPS on every lifter’s phone and revolutionise fitness together.
