Your AI fitness coach,
in your phone.

AZM Today screen
The story

8 years of coaching.
Now it's an AI app.

2016

My first coach, at 17

2019

AzzamBFit, coaching one by one

700 clients · 1M SAR

2020

Menno Henselmans' Online PT Course

50 weeks of the latest science, paid for with my college money

MH
Menno HenselmansEvidence-based coach & researcher
2026

AZM: the coach, as an app

The problem

People want to get fit.
Life gets in the way.

Knowledge problems

Nutrition
Training

Behavioral problems

Motivation
Trust in the process
~3,000 SAR a monthPersonal coach in Riyadh, monthly average
800 SAR a monthOnline coach
59 SAR a monthAZM
Market size

Between apps
and coaches.

TAM45B SAR

Global fitness apps, growing 13–15% a year (2025)

SAM~0.5B SAR / year

Saudi + GCC adults paying for a fitness app (1–3% of adults)

SOM9.9M SAR

20,000 subscribers × 495 SAR/yr within 3 years [assumption]

26M Saudis aged 15–64 · 45% overweight, 23% obese (GASTAT 2024) · Saudi fitness-app spend 122M SAR → ~700M SAR by 2034 (IMARC, 21% a year)
Fitness apps Track. Don't coach. Coaches Work. 800+ SAR a month. AZM 59 SAR a month
The solution: AZM coach
AZM Today screen
Functional app
9:41
AZM CoachOnline
I'm having a really busy week and I'm traveling. Can you adjust my training to 2 days this week?
Done. Two full-body sessions, 45 minutes each, built for a hotel gym. You keep your strength and stay on track for 76 kg by 21 Feb.
PLAN UPDATED
This week · 2 training days
MTWTFSS
Mon · Full body A45 min
Thu · Full body B45 min
Calories stay at 1,720 · goal date unchanged
Ask your coach anything
AI food photoMeal photo with calories
Technique check
Back squat9/10
Lifter at the bottom of a back squat Full depth
Hips below knees. Full depth.
Knees track over toes.
Bar drifts forward. Keep it over mid-foot.
Learns your body. Adapts every week.
Apple Health
Sport watch sync
Friends & leaderboardFriends screen
Biological age
27real age 31
AZM, the solution

Four jobs a coach does.
AZM does all four.

What people juggle today
Nutrition tracking
Kalee
Kalee
MyFitnessPal
MyFitnessPal
Cal AI
Cal AI
Yazio
Yazio
Training tracking
Lyfta
Lyfta
Hevy
Hevy
Coaching
Coaches
Ladder
Ladder
ElCoach
ElCoach
Behavioral
Strava
Strava
Coaching AI analysis Weekly adjustments Nutrition Calorie planning AI photo scanner Training Exercises that fit you AI technique check Behavioral Community & friends Badges & streaks Emergency plan AZM
How it works
Your weight and BMI
Your goal date
1

Answer a few questions

Your training days
Your plan
Your training
2

Get your program, do your fitness tests

Weekly check-in summary
Strength this week
Weight this week
3

The AZM coach learns your body and adapts every week

Start with as little as a 15-minute home workoutresults guaranteed
Traction

Two posts. 12,000 SAR in a month.

Batch 1 · One Instagram story
9,700 SAR

Lifetime "build with us" deal from one story on a 15K-follower account, 3 days before launch

Batch 2 · One post on X
The X post that brought the first subscribers
33 paying users

at 59 SAR a month, from this one post

12,000 SAR in the first month0 SAR spent to win a customer
Customers first

Customers already
talk about us.

11

client ideas shipped in one week

A client's post on X about AZM
"Excellent app, from my experience. I'm probably every developer's nightmare: I sent about 10 improvements in two days, and you shipped them fast."
Competitors

Others solve one or two parts.
AZM solves all four.

Competitor signals

Food tracking alone is already a big business.

KaleeLocal AI food-tracking app, built on top of AI models
$1M ARR

in 15 months

  • 29 SAR a month
  • Food tracking only: no training, no coaching
Cal AIAI calorie tracker, built by two 17-year-olds
$30M+ ARR

in 18 months · 15M+ downloads

  • Acquired by MyFitnessPal, March 2026
  • Food tracking only: no training, no coaching
AZM does food, training and coaching, at 59 SAR a month.Cal AI: $30M+ reported, founder says $50M ARR · deal price not disclosed
Unit economics

Unit economics per subscriber.

LineBasisPer subscriber / monthAt 1,000 subscribers
Subscriptions59 SAR a month59.0059,000
AI$0.05 per active user−0.19−188
Contribution58.81 · 99.7%58,813
Servers$20 a month−0.08−75
Database$10 a month−0.04−38
GitHub$8 a month−0.03−30
Profit99.4% margin58.6758,670
Cost to win a customer 0 SARBreak-even 3 paying subscribersSAR · 1 USD = 3.75 SAR · no store fee · fixed costs ÷ 1,000
Go to market

Three engines of growth.

1

Organic growth

  • Instagram
  • X
  • TikTok
  • Referrals
2

Paid growth

  • Ads
  • UGC creator army
  • Community leaderboard prizes
3

Global expansion

  • Low-CAC cities first
  • English app already live in 175 App Store countries
Customer insights

Clients use AZM every day, and more each week.

Food
1,145foods logged

122 on the busiest day

1 Octper day25 Oct
Training
244,208kg lifted

950 sets across 62 workouts

1 Octper day25 Oct
Steps
1.07Msteps walked

counted from each client’s first day

1 Octper day25 Oct
Plus 173 weigh-ins. All from real clients, 30 Sep – 26 Oct 2026.Test accounts excluded · steps synced from the phone
AZM — عزمThank you.
Unit economics at scale

$1M ARR with half Kalee's users.

Assumption
Cost to win a customer105 [target]
Monthly churn15% [assumption]
Average lifetime6.7 months
Contribution / month49.96
Lifetime value333
Lifetime value : cost3.2 : 1
Payback2.1 months
Per month1,000
subscribers		5,300 subscribers
Kalee's $1M ARR		10,000
subscribers
MRR59,000312,700590,000
App Store fee · 15%−8,850−46,905−88,500
AI · $0.05 per user−188−994−1,875
Fixed costs same at any size−143−143−143
Ads to replace churn−15,750−83,475−157,500
Monthly profit34,069181,183341,982
Margin58%58%58%
ARR$0.19M$1.0M$1.9M
Kalee needs ~10,800 subscribers at 29 SAR for $1M ARRSAR · fixed: servers $20, database $10, GitHub $8 = 143 SAR · ads replace the 15% who leave