You know how every gym and fitness studio you've been to — in Bali, in Perth,
everywhere — has its own website, its own booking system, its own app?
And they're all a bit rubbish?
iGreat replaces all of that. One system. Beautiful. Actually works.
02
The Problem I Saw
The Gym Industry Is Stuck in the Past
Remember when Dad's pest control business was still using a paper diary and a
fax machine while everyone else had moved on? The gym industry is like that —
except worse. The two main software companies gyms use are:
Mindbody
Been around since 2001. Looks like it. They had a data breach that exposed
up to 50 million user records — names, emails, phone numbers, gym locations.
Servers were left without passwords. Customers pay $800+ and can't even
get proper onboarding help.
Momence
Two kids from Harvard started a COVID streaming platform in 2020 and pivoted
to gym software. Sales team misrepresented features to lock customers into
contracts. Removed phone support entirely. Got acquired by a holding company
in January 2025.
In Mum Terms
Imagine if the only two school management systems available were both
terrible — one was built in the 90s and lost all the student records,
and the other was made by two uni students who'd never taught a class.
That's what gym owners are stuck with.
03
What iGreat Actually Does
Three Things Gyms Pay For
Instead of buying three separate products from three separate companies,
iGreat does it all — and it looks luxury.
Product One
The Platform
Bookings, memberships, payments, staff rosters, reports.
Everything a gym needs to run. Like a school admin system
but for fitness businesses.
Product Two
The Website
Beautiful, luxury websites hosted for gyms.
They don't need to hire a designer or a developer.
Think of it like having a Legian-quality website
for a local gym in Perth.
Product Three
Premium Templates
Pre-designed website templates that look like
they cost $50,000 but come ready to go.
Like buying a display home instead of building from scratch.
Three Revenue Streams
It's like if Dad's pest control business also sold the equipment AND
ran the training courses. Three ways to make money from the same customers.
04
How I Got Here
Seven Years
This didn't happen overnight. Here's the short version.
Age 22
Started Upper Film / Upper Studio
Production company. Worked with every major luxury brand — Nike, Louis Vuitton, Gucci, Adidas. Learned what "premium" actually means at the highest level.
3.5 yrs
Grew the business from $30K to $1M
Exited. Understood brand, content, and the gap between what luxury brands deliver and what small businesses get.
Shelter
$1M+ in content production (2020–2021)
Shelter at Home location series. 80 workouts filmed around Australia. 2,000 meditations. Guided sounds. An algorithm that lets the user choose the length and it generates the session. Edited by Nelson Powell (Oscar-nominated films). All going into the app. None released yet — held deliberately.
The Gap
Didn't like the designers. Taught myself web design.
Then didn't like the engineers. Partnered with a Ukrainian agency — who exploited the trust and zero-dayed the systems.
Response
Learned cybersecurity from scratch
Penetration testing. Advanced cryptography. Went from victim to someone who could go head-to-head with security experts. Turned a disaster into a superpower.
R&D
Three companies. R&D qualified.
Shelter at Home Pty Ltd. Brand Color Pty Ltd. Humid (10M shares on issue — structured for Apple Developer Program). Real corporate infrastructure.
Now
Team of ~32. Working 24/7.
AI-powered development. Multiple Claude instances, Cursor, Codex. The architecture that makes iGreat possible has only existed for 6 months. Timing is everything.
04b
What Actually Exists Right Now
Half a Million Lines. Zero Revenue.
All of this has been built. None of it has been sold yet. Deliberately.
565,651
Lines of Code
Across 18 repositories. Written, tested, deployed. That's roughly the size of the software that runs a bank branch.
339
Pages Built
213 in the main platform. 126 in the cloud dashboard. Every one of them works.
$0
Revenue So Far
All held. Nothing commercialised. The $1M location series, the platform, the app, the templates — none of it has gone to market yet.
In Mum Terms
Imagine spending 7 years building an entire shopping centre — every shop fitted out,
lights on, stock on shelves — but keeping the doors locked until the opening day
is exactly right. That's where we are. The centre is built. The doors open soon.
This is the bit that matters. Right now — this month, February 2026 —
the entire software industry is in crisis.
$800 billion has been wiped off software company values.
Big companies like Atlassian are freezing hiring. Salesforce, Adobe,
ServiceNow — all their share prices are crashing. The reason?
AI can now do what those companies charge millions for.
In Mum Terms
Remember when Blockbuster was everywhere and then Netflix came along
and suddenly every Blockbuster closed? That's happening right now
to software companies. And your son is building the Netflix.
The old gym software companies built their products the old way —
slowly, expensively, with big teams. iGreat was built the new way.
The architecture has only been possible for 6 months. It's adaptable.
4 clicks to onboard. AI that predicts what customers need.
A member app that actually works.
06
The Summary
Seven years. One product. Perfect timing.
A luxury fitness platform built at exactly the moment the old guard is collapsing.
Three revenue streams. Real content. Real security.
And a team that doesn't sleep.
Existing gym software is ugly, insecure, and built by people who never ran a gym.
The Timing
$800B wiped off old software. AI is replacing them. iGreat was built with AI from day one.
The Content
$1M+ shot on location. Oscar-nominated editor. Nothing released yet. All held.
The Team
~32 working 24/7. AI-augmented. Architecture only possible since mid-2025.
The Moat
Cybersecurity expertise. Luxury brand experience. Three R&D companies. Apple Developer Program.
01
Confidential / Not a Deck
iGreat
Vertically integrated fitness SaaS platform with three revenue streams,
AI-native architecture, and first-mover advantage in a market undergoing
existential repricing.
This is not a pitch deck. This is information.
02
Macro Thesis
The SaaSpocalypse Is Real
On February 3, 2026, Anthropic's Claude Cowork announcement triggered the largest
single-day destruction of enterprise software value in market history. This is not
a correction. This is a structural repricing of how software is built, sold, and valued.
$800B
Wiped
Total enterprise software market cap destruction by mid-Feb 2026. iShares Software ETF from $117 ATH to $82.
$285B
Day One
Market cap erased on Feb 3 alone. S&P 500 Software Index down 5.7% — worst single-day performance in years.
71%
Beat Rate
Software companies exceeding revenue expectations vs 85% for broader tech. Structural underperformance.
20%
YTD Decline
S&P 500 Software & Services Index. Eight consecutive losing sessions. Not a dip.
Palantir's CEO Alex Karp stated on their earnings call that AI is now
capable of making irrelevant entire categories of enterprise SaaS that have
enjoyed recurring revenues for decades. The market agreed.
04
Vertical: Fitness SaaS
Incumbent Analysis
The fitness studio management vertical is served by two dominant platforms.
Both exhibit the structural weaknesses now being repriced across SaaS.
Mindbody (est. 2001)
Archaic
Legacy monolith. FitMetrix subsidiary breach exposed 50M user records —
servers left without password protection. $800+ onboarding with reported
failure-to-launch complaints to BBB. UI/UX unchanged in material ways
for a decade. Acquired by Vista Equity Partners (2019) — classic PE
margin extraction playbook, not product innovation.
Momence (est. 2020)
Fragile
Founded by two Harvard Business School graduates as a COVID streaming pivot.
Y Combinator backed. Documented fraudulent inducement claims (misrepresented
integrations to lock contracts). Phone support eliminated. Acquired by
Clubessential Holdings (Jan 2025) — rolled into a conglomerate portfolio.
No phone support. No original founding vision remaining.
Cybersecurity Posture
Mindbody's FitMetrix breach (50M records, unpassworded servers) represents
exactly the kind of negligence that regulators and enterprise buyers are
increasingly unwilling to tolerate. In a post-breach-disclosure regulatory
environment, this is an existential liability, not a footnote.
05
iGreat Thesis
Structural Advantages
Architecture
AI-Native
Built with AI agents from day one. Not retrofitted. The architecture that enables
iGreat has only been technically possible for ~6 months. Incumbents cannot replicate
this without rewriting from scratch — and their PE owners won't fund that.
Revenue Model
Triple Stream
(1) Platform SaaS — recurring. (2) Website hosting — recurring.
(3) Premium template marketplace — transactional. Three monetization
vectors from a single customer relationship. LTV multiplier.
Onboarding
4 Clicks
Full gym operational in 4 clicks vs Mindbody's documented multi-week
onboarding failures. Predictive AI. Client-facing application. Kiosk mode.
Widget embedding. Member portal. All shipped.
Security
Founder-Led Cyber
Founder penetration tests and cryptography qualified. Arose from direct
experience being zero-dayed by a partner agency. RLS on all 75 tables.
Org-scoped multi-tenancy. Not outsourced.
Content Moat
$1M+ Unreleased
Filmed 2020–2021. 80 workouts shot on location across Australia.
2,000 meditations. Guided sounds. Algorithmic session generation (user picks length, system builds it).
Edited by Nelson Powell (Oscar-nominated). Not one frame released. Deployable on command.
Brand DNA
Luxury-First
Founder spent a decade at Nike, Louis Vuitton, Gucci, Adidas in NYC.
iGreat democratizes luxury design for fitness. This is not gym software.
This is lifestyle infrastructure.
06
Uncommercialised Assets
565,651 Lines. 18 Repos. $0 Revenue.
Total codebase measured across all repositories. Nothing commercialised.
Every line is uncommercialised IP sitting in production-ready state.
484,664
Core Platform Lines
master.igreat (303K), igreat.cloud (77K), mobile (15K), Shopify template (86K), team site (3K).
339
Pages Shipped
213 platform + 126 cloud dashboard. 102 API routes. 63 server actions. 28 DB schemas.
$1M+
Content Held
2020–2021. 80 workouts filmed across Australia. 2,000 meditations. Guided sounds. Algorithmic length generation. Oscar-nominated editor (Nelson Powell). Zero frames released.
AI-augmented pipeline. Claude Opus 4.6, Cursor, Codex 5.3, Sonnet 4.5. 24/7. Scaled from 5 to 8 to current.
75
DB Tables
Full RLS. 8-role RBAC. Multi-tenant org-scoped. 192 tests green. Type-check clean across all repos.
558
Total Commits
Across 18 repositories. 243 in core iGreat. 315 in R&D. Feb 1 to Feb 17 alone.
Founder Background
Production
Upper Film / Upper Studio. Founded age 22. $30K to $1M in 3.5 years. Exited.
Brand
Decade with Nike, LV, Gucci, Adidas. NYC. Premium positioning expertise.
Content
Shelter at Home (2020–2021). $1M+. 80 workouts, 2,000 meditations, guided sounds. Algorithmic session generation. Oscar-nominated editor. All held — going into app.
Web / Engineering
Self-taught after dissatisfaction with AU designers and engineers.
Cybersecurity
Self-taught after zero-day exploit by UA partner. Pen testing + advanced cryptography.
AI
Deep operational expertise across Claude (Opus, Sonnet, Haiku), Cursor, Codex, open-source models. Not just using — orchestrating multi-agent parallel development.
Corporate
Shelter at Home Pty Ltd (R&D). Brand Color Pty Ltd (R&D). Humid (10M shares, Apple Dev Program).
08
Unfair Advantage
What This Founder Can Do That Nobody Else Can
The intersection of these skills does not exist in another individual.
Any one of these is common. All six in one person is not.
01
Luxury Brand
Decade inside Nike, LV, Gucci, Adidas. Knows what premium means at the molecular level. Can design, direct, and art-direct at the highest tier.
02
Content Production
$1M+ content library (2020–2021). 80 workouts across Australia. 2,000 meditations. Guided sounds. Algorithmic generation. Oscar-nominated editor. Founded a production company at 22. Not outsourced. Owned.
03
Full-Stack Engineering
Self-taught. Next.js, React Native, Supabase, Drizzle, Turborepo. 565K lines of production code. Not "managed engineers" — wrote it.
04
Cybersecurity
Pen testing. Cryptography. Born from being zero-dayed. RLS on 75 tables. Org-scoped multi-tenancy. Would comfortably go head-to-head with specialists.
05
AI Orchestration
Not a user of AI. An orchestrator. Running ~32 parallel AI agents across Claude Opus, Cursor, Codex. Multi-agent architecture. Prompt engineering at the systems level. This skill barely existed 12 months ago.
06
Business Operator
Built and exited a company. $30K to $1M. R&D qualified across three entities. Apple Developer Program. Real corporate infrastructure, not a side project.
Find another founder with luxury brand experience, a $1M content library,
half a million lines of self-written code, cybersecurity expertise,
and the ability to orchestrate 32 AI agents simultaneously.
That person does not exist. That's the moat.
09
Risk Analysis
Key Person Risk
The single greatest risk to iGreat is the founder. This is acknowledged, not hidden.
The Risk
Without the founder, the machines stop.
AI agents do not self-direct at the strategic level. They execute.
The orchestration layer — what gets built, in what order, to what standard,
with what brand sensibility — is entirely founder-driven. Remove the founder
and you have 32 agents with no conductor.
The Counter
This is true of every pre-revenue founder-led company.
The difference is the velocity. A traditional SaaS at this stage would have
~50K lines and a team of 15. iGreat has 565K lines, 339 pages, 75 DB tables,
a mobile app, a Shopify template, and $1M in content — built in a fraction
of the time and cost. The key person risk is offset by the sheer volume
of shipped, production-ready IP that already exists.
The codebase is documented. The architecture is modular (Turborepo monorepo,
separated packages, typed schemas). The Supabase backend is infrastructure-as-code.
If the founder were hit by a bus tomorrow, a competent engineering team could
pick up the codebase and operate it. They just couldn't build what comes next
at the same speed, with the same taste, or with the same security posture.
That's not a bug. That's why founders matter.
10
Timing
Why This Moment
The SaaS repricing is not temporary. Palantir's Karp is right — AI agents
are making entire categories of enterprise software irrelevant. The market
is pricing in the death of the traditional SaaS model.
iGreat is on the right side of that trade.
Incumbents
Legacy architecture. PE-owned. Cannot rebuild.
Mindbody (Vista Equity) and Momence (Clubessential) are now portfolio assets
optimized for margin extraction. Their owners will not fund ground-up
AI-native rewrites. They will squeeze and sell.
iGreat
AI-native. Founder-led. Adaptable.
Built with the tools that are killing incumbents. Architecture adapts
because it was designed to. 7 years of domain expertise. $1M content library.
Cybersecurity-hardened. Triple revenue model. 4-click onboarding.
The market is telling you that the old way of building software is over.
$800 billion in value destruction in two weeks is not noise.
It's a signal. And iGreat was built for exactly this signal.