AMMAN — A woman-owned start-up is seeking to make health and
fitness more accessible for all its users.
Fitely was cofounded in 2018 Siwar Al-Khaled, 23, cofounded
alongside CEO and cofounder Abdulhaleem Shaheen, 28, after successful pre-seed
and seed funding.
اضافة اعلان
After identifying the need for resources related to healthy
living in Jordan, Khaled and Shaheen “asked around to see if other people
believed such a platform was needed,” Khaled said. “We found that there were a
lot of people who did. After that, we started implementing the idea.”
“Before creating Fitely, I faced many difficulties to find
healthy items and then struggled to hunt them down,” Khaled said in an
interview with Jordan News. “I did not know how to put my finger on what the
best value of these items was. That is what inspired me to start a platform
that can make this process easier.”
Fitely started off as a website, but eventually became a
mobile app with multiple functions, available on Google Play and the Apple
Store.
Through the mobile app, customers can access the Fitstore
and purchase any sports items and foodstuff, including martial art products,
tools for home exercising, healthy snacks, and organic foods of all kinds.
Outside the store, users can also seek help from experts
such as nutritionists and personal trainers, who respond all questions free of
charge.
The platform also includes blogs and articles to address
users’ needs and questions about leading a healthier lifestyle.
Currently, Fitely is working on developing new ideas and
adding more content and services to the platform, while maintaining balance as
to not confuse their customers with too many additional services.
In the past years, Fitely’s services and user base have both
grown dramatically. The platform now has an average of 7,000 users a day,
sometimes reaching as high as 9,000 users.
Their users include both committed athletes, but also those
who simply enthusiasts of organic and healthy foods, according to the
cofounders.
According to Khaled, the application has become more popular
during the pandemic. The strict curfews and closure of gyms has attracted users
who are hoping to stay in shape while at home.
In July 2020, Fitely began collaborating with OASIS500, a
seed investment company and business accelerator founded under the directive of
His Majesty King Abdullah II.
The fund provides Fitely with investment, marketing, and
mentorship from people who are successful in the field.
Khaled says that her entrepreneurship journey was aided
mentorship and legal training, which helped her “understand the world of
business even more.”
“We would like to focus on our Fitely application and spread
the word about it as much as we can,” she said.
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