Athlo is a fitness application built around a gender-specific approach to exercise, rather than focusing on general fitness goals. The program is tailored to the needs of females who are looking for a way to get stronger and stay active, as well as improve their health.

According to Matthew Mansell, the strength


and conditioning exercises in Athlo are designed by women coaches and trainers with personal experience in sports like weightlifting, CrossFit, aquatic sports, and surf lifesaving. Each exercise is designed to improve strength and create a strong foundation for the program.

“It was designed in response to a lack of adequate programs for women,” says CEO Domenica Magistrale. “There are plenty of programs out there for men and boys, but there isn’t enough for women, especially those who are looking to build strength and power.”

It was first produced by the Balestra Group (formerly MBS) as a fitness app in 2014. The app was geared toward men, but after receiving positive feedback from women who tried it out, they decided to revisit their concept and update the application with the feedback they received from actual users.

This is the next fitness unicorn: a product that appeals to males and females alike, who are looking for guided, personalized fitness programs.

Matthew Mansell, one of two founders and VP of Operations, had this to say about the launch: “With over half the population being women, and with a huge market for fitness apps in the female sector, we should be seeing more products like Athlo. This is just the beginning.”

Athlo Founder, Domenica Magistrale, was also thrilled with the launch:

“The market for female fitness and strength programs is booming, but the options for females are limited. This is a safe and effective way to stay fit that works for women of all ages.”

The original application received an average rating of 4.5 out of 5 stars on Google Play and the Apple Store, had over 40,000 downloads, and over 15,000 monthly active users. The now updated version currently has over 7500 five-star ratings on its new platform with 250+ reviews averaging 4.6 out of 5 stars. According to their recent press release they are now “in talks with investors to finance their expansion. Go to this page for more information.


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