Femtech start-up 28 launches “cycle-based” wellness app

Femtech start-up 28 has launched a “cycle-based” health and wellness app to accompany its online platform.

The launch of the app, 28 says, will give more women access to personalised fitness and nutrition insights and help them embrace their femininity and unique biology.

28 is a personalised, cycle-based fitness and holistic wellness platform for women that provides free daily streaming exercises, nutrition profiles, body predictions and emotional insights to help users work with their bodies’ physical and hormonal fluctuations.

The wellness experience aims to personalise women’s daily experience and keep them in control of their cycle data, as different external factors were shown to cause hormone imbalances for millions of women.

The company says the idea behind the platform came in response to an industry dominated by fitness methods designed for men, with no regard for the menstrual cycle.

“You deserve more than a period tracker,” says founder of 28, Brittany Hugoboom, who have recently established the company’s headquarters in Miami. 

“Your cycle has four phases, and each phase brings changes to the brain and body. Exercising and eating based on your cycle means changing the types of movements and nutrients during each phase to optimise your physique, hormones, and mood.

“The 28 app empowers you to do that and more.”

In the light of Roe v Wade, Hugoboom insists that the platform has strong privacy policies that highlight 28’s commitment to never sell user cycle data for any reason and to never turn over data to any government or regulatory authority under any circumstance.

“We’ve intentionally built an algorithm that can be manually controlled by the user at any time, as opposed to leveraging more invasive, machine learning methods.

“It is strictly confidential and used only for the purposes of providing a customised user experience.”

The start-up says it is continuing to update its app with additional features, including meal plans, shopping lists and more personalised insights