A new company is marrying fitness tracking and supplement recommendations in its new, SaaS-driven health ecosystem. Services are central to the ecosystem’s success, downplaying the hardware sell by supporting the dizzying array of fitness trackers already on the market.

STYR Labs, Inc., launched a new health service kit that will make it easier for users to stay on top of their fitness goals, as well as recommend the right dose of vitamins based on their level of activity.

STYR Labs’ ecosystems is comprised of a wearable device, wireless scale, an app, and the delivery service for the supplements. The advanced ecosystem promises to deliver tailored health and nutritional feedback via the Bluetooth-enabled activity tracker and wireless scale, and app.

The activity and nutrition tracker is able to track steps, calories burned, and distance covered 24/7, features a touchscreen interface to easily move between screens with a tap, can be worn as a wristband or a clip on, water resistant to up to three feet, has a four-week battery life, and comes with a USB charger.

For the wireless scale, it is able to measure body fat, body weight, Body Mass Index (BMI), visceral fat, bone mass and water content. It features a glass surface with integrated, on-demand LCD display and displays unit in imperial or metric units.

The data collected will allow it to create personalized supplements specific to user’s health and fitness goals and needs. The devices are capable of instantly supplying individual motion and body composition data to the app. However, if users prefer to employ their own activity tracker or connected device, they are able to do so and can still receive personalized feedback and supplements through the app.

The sell in services

The app utilizes patent-pending technology that collects an array of meaningful data including motion patterns, activity, lifestyle and environmental inputs gathered from STYR’s devices, location information, data from phone sensors, as well as nutritional preferences of each user to cross-reference lifestyle and activity traits. The app contains more than 250,000 scientific studies to provide a personalized approach to fitness through customized and validated nutritional recommendations.

“The health and fitness industry is exploding with innovative activity trackers and applications as consumers become more serious about improving their health. What consumers need most though is a way to optimize performance by converting fitness and nutritional data into actual health products that will impact their goals,” said Paul Mackay, COO of STYR Labs. “Consumers want meaningful and validated data they can easily digest and interpret in ways that are personally meaningful to them. We believe natural single-serve vitamins and protein blends that are personalized to you are what the body needs to fuel a healthy lifestyle change or improve athletic performance.”

According to information provided to SiliconANGLE, Styr supports Fitbit, Jawbone, Withings and a few others via Strava, the social network for athletes.

Based on each user’s nutritional preferences and recommendations, STYR Labs will deliver single-serve liquid multivitamins or protein blends directly to the home. The supplement blends are natural, GMO, gluten, sugar and dairy-free mixes, and come in various flavors such as Chocolate Banana, Lemon Pound Cake, Toasted Coconut and Strawberry Shortcake. Consumers can purchase a Multivitamin Starter Kit for $68, which includes the activity tracker and 15 vitamin packets. For $10 more the or a Protein Starter Kit includes the wireless scale and two protein packets.

After users have consumed their starter pack, a monthly subscription for the 30-day personalized supply of single-serve liquid supplements costs $68. The supplements come in a unique, single-serve, credit card-sized packet for maximum portability and convenience.

The demand for custom supplements

According to a new report from Technavio (Infiniti Research Ltd.), the global demand for weight loss supplement market is expected to reach $4.79 billion in revenue by 2020 as more people try to get into their best possible shape.

STYR Labs certainly sees the opportunity in layering services over their devices, making the subscription a value-add to differentiate from a crowded market for fitness trackers. In a recent study released by Icontol Networks, Inc. it was revealed that many are turning towards the do-it-for-me approach when it comes to automated services for connected devices, which makes a subscription-based fitness ecosystem an attractive product. However, Styr’s is not the first attempt to deliver customized supplements to consumers with the goal of helping them achieve their best self.

Last year, FitNatic, Inc. launched Nourish, a Wi-Fi enabled touchscreen appliance that connects to fitness trackers, and is able to dispense custom supplements in powder form, based on a person’s needs or fitness goals. When Nourish senses that it is running out of supply, it will automatically order refills. Despite the device’s good looks and the promise of recommending custom vitamin mixes, Nourish failed to attract enough backers when it launched on Indiegogo, Inc.

Though Nourish failed, another tailored supplement company is doing fairly well. Tespo Vitamins (LifeBoost Company), which has been dubbed the Keurig of vitamin dispensers, delivers tailored supplements in liquid form. It uses various discs for different types of needs (i.e. sleep, energy or focus). With a push of a button, powder and water mix to make the liquid supplement. Delivery cycles run monthly, quarterly or bi-annually. According to the company’s review page and Facebook account, customers are buying in.

A healthier tomorrow

Supplement delivery is just the start of STYR’s journey in helping people achieve their healthiest version. According to Mackay, the company is interested in expanding to delivery of customized meal plans as well as fresh, on demand juices.

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