We're a team of fitness enthusiasts, operators, and coaches. We know what a great coach can do — and we got tired of watching great trainers held back by broken tools.
arc is the white-label coaching platform for personal trainers. It handles everything between the first message and the first session — intake, plan generation, approval, delivery — so trainers can spend less time on admin and more time actually coaching. Clients see their trainer's brand. Not ours.
Technology should be invisible. Your clients should feel coached by you — not managed by software. arc puts your brand, your voice, and your relationship front and centre. Always.
Every screen, every feature, every decision starts with the person on the other end of it — the trainer delivering the coaching, and the client receiving it. If it doesn't make their lives better, we don't build it.
We've lived what a great coach can do. Losing 60 lbs. Showing up differently. Feeling capable in ways you didn't before. We're building for that outcome — not the admin that gets in the way of it.
Hemal and Cliodhna both used personal trainers. Both had the same experience from the client side — great coaching, broken everything else. Plans that arrived late. Messages that went unanswered. No continuity between sessions. The relationship was good. The infrastructure around it wasn't.
Hemal lost 60 lbs through a fitness and nutrition journey with a coach. That experience — the consistency, the accountability, the personalisation — changed things. It also made the broken parts of the system harder to ignore. If the coaching was this good, why was everything around it so fragmented?
Personal trainers are running world-class coaching out of WhatsApp threads and spreadsheets. Not because they don't care — they care more than anyone. They just don't have the right infrastructure. So we built it. And we built it alongside real trainers, with real clients, from day one.
"The coaching was transformative. But between sessions, everything fell apart — missed messages, late plans, no sense of continuity. We built arc to close that gap."
Hemal Kanani
Co-Founder & Chairman
The reason arc exists is because of who's building it — not despite it. We're not a team of engineers who discovered fitness. We're fitness enthusiasts, operators, and coaches who decided to build the tools we wished existed.
Hemal spent 15 years as a C-level executive scaling enterprise technology companies — helping businesses grow to $1B+ in revenue, launching new products, and obsessing over the customer experience at every stage. That instinct — putting the customer first, building systems that scale without losing quality — is the operating model for arc.
Cliodhna brings rigorous operational discipline from global financial institutions and fast-moving startups. She knows what it takes to build things that actually work at scale — and she's done it while being a fitness enthusiast who works closely with her own coach.
Joe, Faye, and Ben bring practitioner credibility and go-to-market instinct — what it actually feels like to coach clients, run a fitness business, and bring a product to the people who need it most.
Together: tech, ops, and training practice. All pointing at the same problem.
15 years scaling SaaS companies and obsessing over customer outcomes.
Banking and startup rigor. Built to scale without breaking.
Real coaches. Real clients. Built from the inside out.
Fitness enthusiasts who've been on both sides of the coaching relationship.
A small, focused team — operators, coaches, and fitness enthusiasts who've been on both sides of the coaching relationship.
Cliodhna built and ran operations inside global financial institutions before taking that discipline into fast-moving startups. She's a fitness enthusiast who works closely with her own coach — which means she understands exactly what the platform needs to deliver, from both sides. She runs the business.
15 years as a C-level executive scaling enterprise technology companies — helping businesses grow from early stage to $1B+ in revenue. Lost 60 lbs through a fitness and nutrition journey that showed him exactly what great coaching looks like, and exactly where the infrastructure falls apart. He's building arc to close that gap.
Joe has owned gyms, run franchises, and coached clients for years. He was in the room from day one — a working coach with active clients, testing every screen before it shipped. He's the reason arc is built for how trainers actually work, not how we imagined they might.
Ben owns the go-to-market — getting arc into the hands of the trainers who need it, and making sure they're set up to succeed from day one. Equal parts strategic and hands-on, he's the person who makes sure the product we're building actually reaches the people it's built for.
Faye is a coach and specialist based in the UK, bringing deep practitioner knowledge to everything arc builds. She's the voice in the room that asks: "but does this actually work for the coach and the client?" The answer has to be yes before anything ships.
We're in private beta with a small group of trainers. Join the waitlist and we'll be in touch.