The story behind The Athlete’s FoodCoach

About The Athlete’s FoodCoach

We take the work out of eating, bringing peace of mind and enjoyment back to food. Through smart technology and human insight, we make performance nutrition simple and adaptive, turning everyday eating into real progress. Making every meal a chance to perform better.

Our story

1. In 2017, we started building technology that quietly transformed the world of cycling. What began as a way to make daily nutrition simpler for athletes soon became a turning point in elite sport.
2. By 2019, the impact of our work was visible to the world. After a Tour de France stage win, Apple CEO Tim Cook personally shared a post about the team using our technology. It confirmed what we believed from the start: that human performance and technology can truly work together.
3. Within the first innovation wave with Team Visma | Lease a Bike, we helped create a new standard in how athletes plan, eat and recover, culminating in something never achieved before: winning all three Grand Tours in a single season. Not because they trained harder, but because they fueled smarter. Read more about this partnership.

Second innovation wave: from elite proof to global platform

With that foundation in place, we kept building. The idea that daily nutrition is the quiet force behind extraordinary performance, now drives everything we do. What started as a system for world-class cyclists evolved into a platform for all driven athletes, from the elite to the everyday fanatics who train with purpose.

By October 2025, that evolution caught wider attention. The Sunday Times tested the world’s most advanced AI fitness tools and named FoodCoach AI as a standout: “The Athlete’s FoodCoach provides insights that would typically require expensive sports-science support.”

Now we aim to scale world-class nutrition to every athlete, in every discipline, delivering support 365 days a year with our proud partner Red Bull’s Athletes Performance Center. Every athlete is different, and every sport demands something unique, which is why Red Bull’s APC sought a system that could expand elite nutrition without losing the human connection.

Today

Today, two products work hand in hand:

1. The FoodCoach App — a daily companion for athletes who want to fuel smarter and feel in control, with a personal plan every day of the year.
2. The Coach Cockpit — a professional tool that gives coaches more time to coach. As Natalie from Red Bull’s Athlete Performance Center puts it: “Working with FoodCoach gives me a lot more time, being able to sit down with the athlete and actually coach them, and build a meaningful relationship.”

Together, they turn complex daily nutrition into clear, practical action — for athletes who want progress, and for coaches who help them get there.

Our mission

Now, with proud partners like Team Red Bull’s Athlete Performance Center, we’re scaling this approach across sports and levels, from endurance to team, from pro to passionate amateur. Our mission remains the same: to support all athletes 365 days a year, making every meal a chance to perform better.