Herqulez
Modular Fitness Ecosystem Platform
Role
Co-founder, CEO, Product Design & Tech Lead
Year
2025
Duration
Ongoing (Started November 2025)
Overview
The Challenge
Designing six interconnected fitness modules (Core Fitness, Nutrition, Sleep/Recovery, Habits, Sport modules, Travel) without overwhelming users, while handling complex cross-module data sharing and maintaining ecosystem coherence.
The Solution
Developed centralized data model with modular onboarding flow, unified Valor progression system, and goal-first setup with optional AI assistance. Standardized data schemas enable seamless cross-module analytics and recommendations.
The Outcome
Currently developing MVP app with expected launch early 2026. Strong validation through user interviews (10 participants) and expert feedback confirming market need for integrated, fewer-apps approach with high automation.
Key Metrics
99/93/96/100
Lighthouse Scores
Performance, Accessibility, Best Practices, SEO
2+4
Languages
English, Danish live; German, Spanish, French, Swedish planned
Technologies
Process
Research & Validation
Started November 2025 with co-founder Emil Vindum Koch. Conducted 10 user interviews across fitness-interested adults, students, and beginners. Key insights: users want fewer apps, higher automation, simple UX, and trustworthy guidance. Received validation through FFE competition acceptance and expert feedback from trainers and wellness professionals.
Product Architecture
Designed unified cross-module structure with shared account system, centralized data layer, and Valor progression model. Developed subscription-based modular revenue model: 6-13 EUR/month per module, with 3-module and all-modules bundle pricing. Planned expansion to B2B white-label and B2G institutional contracts.
Design System & UX
Created high-fidelity prototypes for onboarding, goal setup, dashboards, module previews, and Valor System. Designed fast minimal-input onboarding with optional AI-assisted setup. Developed unified goal model across fitness, nutrition, and recovery with icon-first navigation and high-contrast UI options for accessibility.
Development (MVP)
Building MVP with React Native (Expo), TypeScript, and Firebase/Firestore backend. Implementing shared authentication layer, data sharing infrastructure across modules, and server-side logic. Working 8-14 hours daily since November 2025. Marketing website built with Nuxt achieving 99/93/96/100 Lighthouse scores. CVR registration and official launch expected early 2026.
Challenges & Solutions
Ecosystem Coherence
Problem:
Designing six interconnected modules without overwhelming users while maintaining consistent experience across fitness, nutrition, sleep, and habits tracking.
Solution:
Centralized data model with shared navigation patterns and unified Valor progression system keeps experience consistent. Each module can work independently or contribute to overall ecosystem.
Onboarding Complexity
Problem:
Users have different goals, experience levels, and module interests—preventing one-size-fits-all onboarding approach.
Solution:
Modular onboarding flow with goal-first setup and optional AI assistance reduces friction and tailors initial experience. Users select primary goals and preferred modules for customized starting plan.
Cross-Module Data Sharing
Problem:
Fitness, nutrition, sleep, and habits all require different data types but must sync smoothly for recommendations and analytics.
Solution:
Standardized data schemas with single account layer enable recommendations and analytics across modules without extra user input. All modules feed into shared profile and data layer.
Compliance & Privacy
Problem:
Handling health-related data across EU users requires strict GDPR compliance and privacy controls.
Solution:
GDPR-first architecture with strict permission controls and anonymization in analytics/research features. Clear consent mechanisms for data sharing.
Results
Herqulez MVP is in active development with launch expected early 2026. Strong validation from 10 user interviews and FFE competition acceptance confirms market need. Marketing website achieving near-perfect Lighthouse scores (99/93/96/100) demonstrates technical excellence.
- Validated through FFE competition and expert feedback from trainers/wellness professionals
- 10 user interviews confirming demand for integrated multi-module fitness ecosystem
- Marketing website Lighthouse: 99 Performance, 93 Accessibility, 96 Best Practices, 100 SEO
- Modular subscription model: 6-13 EUR/month per module with bundle pricing
- Tech stack: React Native (Expo), TypeScript, Firebase, with unified data layer
- GDPR-first architecture with strict privacy controls for health data
Key Learnings
- User research validates need for fewer apps with higher automation and trustworthy guidance
- Centralized data model crucial for seamless cross-module functionality without user friction
- GDPR-first architecture must be built in from start when handling health data
- Modular onboarding with AI assistance reduces complexity for diverse user needs
- Phased rollout (foundation first, then modules) ensures stability and reduces rework
Gallery
Next Steps
- Complete CVR registration (expected early 2026)
- Launch MVP with Core Fitness, Nutrition, and Sleep/Recovery modules
- Begin pilot tests with trainers and small businesses
- Implement Valor System data model and progression rules
- Expand language support to German, Spanish, French, Swedish
- Develop B2B white-label platform capabilities
Interested in working together?
I'm available for freelance projects and collaborations. Let's create something great together.
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