Metric Mate® Company Profile

Background

Overview

Metric Mate® is an Atlanta-based data analytics company specializing in fitness technology. Founded in 2017 by MT Strickland, Braxton Davis, and Ecleamus Ricks Jr., the company developed the Training Accountability Partner (T.A.P.) Sensor, a device that transforms traditional gym equipment into smart devices by providing real-time performance insights. The T.A.P. Sensor monitors key metrics such as repetitions, sets, calories burned, intensity, force, power, and fatigue, enhancing the workout experience for users.

Mission and Vision

Metric Mate® aims to revolutionize the fitness industry by integrating advanced data analytics into strength training, making workouts more efficient and engaging. The company's vision is to empower individuals and trainers with actionable insights, fostering a more connected and accountable fitness community.

Industry Significance

In 2023, Metric Mate® gained national attention by appearing on ABC's "Shark Tank," showcasing its innovative approach to fitness technology. Although the company did not secure an investment during the show, the exposure significantly increased its visibility and credibility within the fitness and technology sectors.

Key Strategic Focus

Core Objectives

Product Development: Enhance the T.A.P. Sensor's capabilities to provide comprehensive workout analytics.

Market Expansion: Broaden the user base by targeting both individual consumers and fitness professionals.

Partnerships: Collaborate with gyms, personal trainers, and fitness organizations to integrate the T.A.P. Sensor into various training environments.

Areas of Specialization

Fitness Technology: Developing smart devices that integrate with existing gym equipment.

Data Analytics: Providing real-time performance metrics to enhance workout effectiveness.

User Engagement: Creating platforms that foster accountability and motivation among users.

Key Technologies Utilized

Bluetooth Connectivity: Enables seamless data transfer between the T.A.P. Sensor and mobile devices.

Mobile Applications: Platforms for users to track performance metrics and share progress.

Data Analytics Algorithms: Processes workout data to deliver actionable insights.

Primary Markets Targeted

Individual Fitness Enthusiasts: Users seeking to optimize their strength training routines.

Personal Trainers: Professionals aiming to provide data-driven coaching to clients.

Fitness Facilities: Gyms and health clubs looking to offer advanced training tools.

Financials and Funding

Funding History

Metric Mate® has participated in multiple funding rounds, including non-equity assistance from organizations like Techstars. Specific details regarding the total funds raised and individual funding rounds are not publicly disclosed.

Recent Funding Rounds

The company has engaged in non-equity assistance programs, notably with Techstars, to support its growth and development. However, detailed information about the amounts raised and the terms of these rounds is not publicly available.

Notable Investors

While specific investors are not publicly disclosed, Metric Mate® has been associated with Techstars, a prominent startup accelerator, indicating support from established entities in the startup ecosystem.

Utilization of Capital

The funds raised have been utilized for product development, marketing efforts, and expanding the company's reach within the fitness technology market.

Pipeline Development

Key Pipeline Candidates

T.A.P. Sensor: The primary product, designed to integrate with various strength training equipment, providing users with detailed performance analytics.

Stages of Development

Product Launch: The T.A.P. Sensor is available for pre-order on the company's website, with plans for broader distribution.

Target Conditions

Strength Training Optimization: Enhancing the effectiveness of strength training routines through data-driven insights.

Anticipated Milestones

Product Availability: The T.A.P. Sensor is expected to ship during the Black Friday and holiday shopping season, aiming to capitalize on New Year's resolution planners.

Technological Platform and Innovation

Proprietary Technologies

T.A.P. Sensor: A device that attaches to gym equipment, capturing performance data and transmitting it to a mobile app.

Significant Scientific Methods

Data Analytics Algorithms: Processes workout data to provide users with actionable insights, such as performance scores and progress tracking.

AI-Driven Capabilities

Performance Scoring: Utilizes AI to evaluate workout performance, offering users a clear understanding of their progress.

Leadership Team

Executive Profiles

MT Strickland (CEO): An electrical engineer with experience in product supply chain management, Strickland co-founded Metric Mate® to integrate technology into fitness training.

Braxton K. Davis (CSO): A patent attorney and entrepreneur, Davis brings expertise in intellectual property and business strategy to the company.

Ecleamus Ricks Jr. (CTO): With a background in software engineering, Ricks leads the technological development of Metric Mate®'s products.

Competitor Profile

Market Insights and Dynamics

The fitness technology market is experiencing significant growth, driven by increasing health awareness and the adoption of smart devices. Consumers are seeking innovative solutions to enhance their workout experiences, creating opportunities for companies like Metric Mate®.

Competitor Analysis

Relish: Offers personalized fitness coaching through a mobile app, focusing on user engagement and motivation.

Fever Smart: Provides wearable devices that monitor health metrics, integrating with mobile applications to deliver insights.

Express Fitness: Develops fitness equipment with built-in technology to track performance metrics.

Strategic Collaborations and Partnerships

Metric Mate® has collaborated with organizations like Techstars to accelerate its growth and development. Additionally, the company has engaged with Apple at the Apple Entrepreneur Camp to advance its app capabilities.

Operational Insights

By focusing on integrating technology with existing gym equipment, Metric Mate® differentiates itself from competitors that primarily offer standalone devices or apps. This approach allows for a seamless user experience and leverages the widespread availability of traditional gym equipment.

Strategic Opportunities and Future Directions

Metric Mate® aims to expand its product offerings, enhance user engagement through advanced data analytics, and explore partnerships with fitness facilities and professionals to broaden its market reach. The company is also considering opportunities to integrate its technology into remote physical therapy applications, providing users with access to world-class doctors and therapists.