5 years of connected fitness: what we got wrong, what we got right and what’s next

MoveLab Studio turned five not long ago but the experience behind it goes further. Our founders have owned and operated software businesses long before MoveLab existed. So when we reflect on five years, we're really reflecting on a culmination of years of building software, years of working in and around fitness, and ultimately the decision to bring those worlds together to create MoveLab.

What we got wrong

One of our biggest mistakes was not learning the fitness industry deeply enough earlier. We understood software, but we underestimated the complexity of the fitness market itself. Understanding the key players, the forces driving the industry, and the realities of different fitness environments took.

What a consumer expects from connected fitness at home is very different from what they expect in a gym, rowing studio, hotel, or workplace. Those differences have a huge impact on how software should be designed and delivered.

Looking back, we should have spent more time listening, learning, and understanding the industry before building. Nevertheless, the lessons we gained along the way have been invaluable, but we would have reached them faster had we started that process sooner.

What we got right

One thing we got right was immersing ourselves in equipment engineering. By working closely with manufacturers, we learned how software can help guide product development based on real user needs rather than assumptions or internal innovation alone.

We also made the decision to generalize our offering through MoveLab Connect. It took time and a deeper understanding of the industry, but it allowed us to build a platform that works across equipment types, brands, and fitness environments. Today, that flexibility and ability to bring new solutions to market quickly are among our greatest strengths.

What’s next

Our goal is simple: continue growing while creating more value for the fitness industry as a whole. We want to help more manufacturers, gyms, studios, and startups bring connected fitness experiences to life by serving as an independent technology partner and integrator.

We're working toward becoming the technology backbone of connected fitness: the platform that connects equipment, software, and users across the industry.

At the same time, we haven't forgotten where we started. Indoor rowing remains close to our heart, and we'll continue focusing in the sport by building the tools, knowledge, and technology that help bring the rowing ecosystem closer together.

Why we started MoveLab

Designing a connected fitness product is far from straightforward. Defining software requirements is difficult in any industry, but fitness adds another layer of complexity.

We saw this challenge not as a barrier, but as an opportunity. We wanted to combine our software expertise with our passion for fitness to help companies navigate that complexity and build better connected fitness experiences.

What keeps us excited about connected fitness after all these years goes beyond the technology itself. Here's what drives us:

Joris Blaak, MoveLab's CEO:

For me personally it’s being able to contribute to the health of many people. As a team of engineers we thrive on the challenges thrown at us, but being able to fulfill our curiosity while actually contributing to something positive makes this a lot more fun.

Niek Haarman, MoveLab's CTO:

We started MoveLab because of the unique opportunity to work closely with great fitness brands and build great products together. Joris and I had already worked together for 10 years, and our skills complement each other perfectly. What excites me most is that our software interacts with real machines, turning real user movement into live graphics and performance data, while providing detailed and accurate analysis afterwards.

Looking forward

Five years in, we're still learning. The connected fitness industry continues to evolve, new technologies emerge, and user expectations keep changing. That's what makes this space so exciting.

The lessons we've learned, the mistakes we've made, and the successes we've built upon have all shaped who we are today. More importantly, they've reinforced our belief that great connected fitness experiences happen when software, hardware, and industry expertise come together. And while we're proud of what we've built, we're even more excited about what's ahead.