Hello Reader,

As we prepare to launch the next chapter of Athletica, I wanted to take a moment to speak directly to you and to recognize the people who made this release possible.

This update has been a long time coming. It represents years of work across science, engineering, design, and coaching, all with one goal in mind: to build the most effective and trustworthy training system possible for athletes and coaches.

Before outlining what is coming, it is important to acknowledge the team behind it.

Stephen Brown, my co-founder, has been the quarterback of Athletica from day one. He has kept the entire operation moving forward with persistence, adaptability, and an ability to connect the dots as things evolved and grew more complex.

Dr Andrea Zignoli and Dr Stefano Andriolo were instrumental in developing our AI conversational coach, alongside most of the innovations you already experience. Andrea brings deep expertise at the intersection of sport science, mathematical modelling, and applied AI. Stefano, a theoretical physicist turned full-stack developer, has the rare ability to bridge theory and implementation. Together, with the help of colleague Bence Tamás, they helped turn ideas into something that actually works in the real world.

Marjaana Rakai M.Sc., our COO, known to many of you as Coach MJ, is the glue of Athletica. From operations and marketing to athletes and coaches, she connects the entire system. If you have ever asked a support question, you have almost certainly interacted with MJ. Athletica simply does not function without her.

Dr Maria Marquina Stagg leads our marketing and communications. She is the brain behind how we speak to you and how Athletica shows up in the world. Clear, thoughtful, and grounded communication does not happen by accident.

I also want to thank Dr Jason Vertrees for helping our team evolve how we approach development and execution, and Felipe Gomez and Harrison Dudley-Rode for their work across design and frontend development. Harrison is now bringing his sport science training more directly into feature development and innovation.

Mark Bridges, our Chairman and former CEO, was the person who instigated many of the updates you are about to experience. He cares deeply about user experience and continues to drive innovation.

Looking ahead, Simon Essl has stepped in as our new CEO. Simon is leading Athletica in 2026 and beyond, with a focus on partnerships, investment, and scaling what we have built without losing our scientific integrity.

I want to sincerely thank our testers, ambassadors, and early adopters. Your feedback, patience, and honesty shaped this release in ways that matter far more than you may realize.

I also want to acknowledge the broader team at Athletica’s parent company, HIIT Science, including my co-founder Dr Martin Buchheit. This group continues to support Athletica at every level, from foundational intellectual property to finance, marketing, and strategic direction. Much of what we describe as Sports Science 3.0 is built on this work. Athletica stands on the shoulders of this group, and we do not take that for granted.

A note specifically for coaches, many of whom have been with us from the early days. The upcoming release focuses on the athlete-facing experience. The new UI is not yet rolling out to the Coach platform. That work is planned to commence in Q2 2026. We believe coaches deserve a purpose-built experience rather than a lightly adapted athlete interface, and we want to do this properly. Your workflows, decision-making needs, and scale matter, and they are a core part of our roadmap.

So what is coming next?

Here is what you will see as part of the new Athletica experience.

• A completely refreshed UIX designed to make training clearer, faster, and more intuitive.
• A conversational AI Coach that helps you understand your training, adapt your plan, and make better decisions without replacing the human judgment that matters.
• ​Athletica U, our integrated education platform, built to give athletes and coaches the tools to understand why they are training the way they are, not just what to do.

This launch is not a finish line. It is a foundation. We believe Athletica represents a new standard for how training science, data, and coaching intelligence come together in practice.

In the coming days, you will see these updates roll out across the platform. Thank you for being part of this journey. We are grateful for your trust and excited for what comes next.

Paul Laursen

Co-founder