Our latest interviewee is Luca Domeniconi, CEO and cofounder of FitStadium, which he launched with friends and business partners Denis Brighi and Milos Jankovic in 2012, right after graduation. The service has grown ever since, and transformed over the years, but the original goal remains the same – FitStadium will keep helping people feel and be at their best. Here’s what Luca had to say…

How would you pitch your company? What’s your elevator pitch?

FitStadium is the first fitness app that provides custom workouts and then modifies them over time according to the feedback received. The exercises included do not require equipment and they vary on a wide range of difficulty; thus, the app can be used anywhere, anytime, by anyone. It’s like a pocket personal trainer: the app guides you to the right exercise during every workout, registering your input and changing your training so that it matches your progress. It’s a tool to achieve your goals without wasting a single workout.

What sets you apart from competitors?

There are many fitness apps, and some of them provide a training that changes through time… eventually. FitStadium, however, is the only app that responds to the feedback received adjusting every workout in real time. This means that FitStadium’s workouts are always perfectly aligned with the user’s fitness level, always effective without ever being overtraining. This precision is the key that helps users achieve their goals in a shorter time span.

What’s your business model?

FitStadium is freemium. All of its features are available to every user for the first two weeks; afterwards, it is possible to subscribe or keep using the app for free. Some features, such as the constant customization, will only be available after subscription.

Can you share some numbers? How many users do you have?

Right now FitStadium has about 50,000 users, mainly from Italy; 30% of them regularly use FitStadium for their workout. We’re preparing to a more extensive launch abroad and we’re adding some new languages to the ones currently available (Italian and English).

Where do you see the company going from here?

The user will always be at the core of our business. We’re expanding the set of services we provide and we’ll make them more and more customized, eventually involving Personal Trainers and Nutritionists to offer our users live support and the best customization possible.

FitStadium aims to become a hub for users who wants to get fit and stay healthy but has little time to train. We want to help them achieve real, significant results providing reliable tools and services.

How long are we from seeing modern mHealth technologies going mainstream?

I believe that the next big leap in mHealth is near: smartwatches and fitness wristbands are more and more widespread, not to mention smartphones; almost everyone has now a sophisticated health tracker at hand. What we really need are insights to make sense out of all the data gathered; but I think we’re almost there.