Written by Will Duru, BSc (Hons) Sport and Exercise Science, Level 3 Personal Trainer
Hi, I’m Will Duru, founder of 12REPS.
After 10 years as a personal trainer in Central London, I saw one problem again:
People go to the gym but don’t know what to do.
So, I decided to build something to fix it.
What Is 12REPS?
12REPS is a strength training app.
It gives users a personalised workout based on:
- The equipment they have
- The body part they want to train
- Their energy or mood that day
They can log sets, reps, and weights.
They can track their progress.
And they can feel confident walking into the gym with a plan.
We want to become the Strava of strength training.
How We Started
I’m a solo founder with a background in sports science.
I’ve helped hundreds of people transform their health—and I’m well-versed in the fitness space.
I invested £35,000 of my own money to:
- Build the MVP
- Pay three developers (based in Poland)
- Film exercise demos with real models
- Rent gym space for shoots
- Edit and launch the first version of the app
Early Traction
We launched the MVP six weeks ago.
No ads. No press. Just organic growth from Instagram, TikTok, and word of mouth.
Here’s what we’ve done so far:
- 300+ downloads
- 30 paid subscriptions
- 0 money spent on marketing
Users are training with it—and they’re telling their friends.
What’s Next
We’ve collected feedback and built a clear roadmap.
Here’s what we’re adding next:
- Smart workout builder
- Equipment detection from photos
- Social features (follow, like, comment)
- Challenges and competitions
- Better workout tracking
We’re building what users ask for—not what we think they want.
What We’re Raising
We’re raising £100,000 for 10% of the company.
The money will be used for:
- Product development
- Marketing and growth
- Support and user retention
This raise helps us move faster and grow from early traction to thousands of users.
Why Now?
Strength training is growing. But the apps haven’t caught up.
Most fitness apps are designed for cardio or general workouts, or claim to utilise AI, but don’t do so.
Strength training still feels stuck in spreadsheets and guesswork in the gym.
We’re changing that—with a tool built by a trainer, for real people in the gym.
A Bit About Me
I come from a family of five.
I studied sports science in school, college, and university.
I’ve worked with hundreds of clients and know what keeps people training—and what makes them quit.
I’m building 12REPS with that experience at the core.
Let’s Talk
If you’re an angel investor who backs early, product-led startups, I’d love to talk.
We’re early.
We’re scrappy.
And we’re building something that people already want.
Let’s build the Strava of strength training.
Will Duru
Founder, 12REPS
will@just12reps.com
