ShapeLog brings data analytics tech to strength training

Brian Hayden and Nolan Orfield both enjoy lifting weights. However, the two Ann Arborites became frustrated when there wasn’t an option to measure their progress with new technology.

“There is no Fitbit for strength training,” Hayden says.

So the friends decided to do something about it and launch their own startup, ShapeLog. The Ann Arbor-based company has designed a technology that utilizes sensors that help bring data analytics to weight rooms, gyms and rehabilitation centers. The device is attached to the strength training equipment and is can measure everything from repetition speed to tension on the weight bar or belt.

“When you pull that information you can see everything about that workout,” Hayden says.

The falling price of sensor technology makes this possible for ShapeLog. The technology stays on the equipment so there is one less thing for the user to wear during the workout.

“We’re betting people don’t want to carry this around,” Hayden says. “It should be seamless for the user. … We don’t think people want another gadget. We think people want more information that helps them better understand themselves.”

ShapeLog is currently working on creating a class/coaching model for its technology instead of selling it as a consumer product. It’s aiming to launch a pilot program for it in a local gym this fall. The startup has also joined Automation Alley’s 7Cs program to help it develop and scale its product and business model.

Source: Brian Hayden, CEO of ShapeLog
Writer: Jon Zemke

Read more about Metro Detroit’s growing entrepreneurial ecosystem at SEMichiganStartup.com.