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Eastnine, a new fitness startup and app co-founded by London entrepreneur and investor Jason Goodman, is de-cloaking today, including disclosing that it has raised £2 million in seed funding.
Leading the round is London-based LocalGlobe and Berlin-based Cherry Ventures, who are joined by a list of prominent angel investors that includes Niklas Zennström, co-founder of Skype and London venture capital firm Atomico.
Spotify - CMO - Atomico - Partner - Sophia
Also participating is former Spotify CMO and now Atomico Partner Sophia Bendz, Supercell founder Ilkka Paananen, Moo co-founder Richard Moross, Wonga founder Errol Damelin, and Climate Corp co-founder and Atomico Partner Siraj Khaliq, amongst others.
The links to current Atomico personnel, who have all invested in a personal capacity, shouldn’t come as a total surprise. Before co-founding Eastnine, Goodman spent a year as an Atomico Executive-in-Residence (XiR) where he mentored founders within the venture capital firm’s portfolio. Prior to Atomico, he was founder and CEO of product design agency Albion, which was acquired by KBS.
Beta - IOS - Eastnine - App - Coaching
Launching in beta for iOS, the Eastnine app is initially focusing on running, blending professional coaching sessions delivered via audio with more innovative social features. The latter includes the ability to “race” against other Eastnine runners who have previously taken the same coaching session. The feature uses asynchronous session data, but is presented on a map in real-time, something akin to racing against an action replay.
The social element, explained Goodman in a call yesterday, is important to help motivate people to engage with and improve their fitness. That’s because running can often feel incredibly isolated and it is difficult to see an improvement because it can be slow to manifest.
Run - Habit - Goodman - Others - Sorts
“A daily run is hard to make a habit and can be inherently solitary,” says Goodman. “Doing it with others makes it enjoyable, purposeful and addictive. We’ve tried all sorts of apps, but they are linear and lonely...
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