“We’re not another fitness app.
We’re a retention platform built around human connection.”
——
Annette - CEO and originator of the concept
Investor and Tabatwo
The Market Is Massive - and Growing Fast
This is not a post-COVID fad.
Fitness apps are now infrastructure in a global shift toward digital health, movement, and mental wellbeing.
850M downloads in 2023 grew to 3.6B in 2024 — a 300%+ increase in just one year
It’s projected to hit $64.46B by 2031 (CAGR: 14.08%)
368M users in 2023 → 1.1B+ in 2024, with 1.3B expected by 2029
Traction Highlights
Self-funded with 1 mill. DKK
400+ screens designed and scoped
v.1 ready and in development with experienced tech team - launch oct 2025
Early instructors onboarded and signed
Backed by mental wellbeing expertise (PhD-level)
Community + user polls show strong resonance
Corporate wellness conversations in motion
Our Three Principles
This way we strengthen both body and mind
Act – it must be easy to stay active; even short sessions count.
Belong – you train in relationships, making it something to look forward to.
Commit – small wins grow into confidence and resilience.
Just Another Fitness App ?
Not even close. Most apps focus on workouts. We focus on whether people keep showing up.
43.6% of users drop out when training alone.
That number drops to just 6% when training with a partner.
Tabatwo turns that insight into infrastructure - a fitness platform designed for consistency, connection, and retention from day one.
Mission Snapshot
A global mental health crisis is unfolding, with loneliness and depression eroding quality of life and productivity. The fitness industry has failed to address this — most apps lose users within weeks.
Tabatwo offers a solution: a community-powered health platform built for consistency. Through relationships, instructor-led experiences, and smart nudging, we help users move better, feel stronger, and stay committed – together.
What Sets Us Apart
Solving the #1 cause of fitness churn: lack of social motivation and connection
Dual revenue model from users and instructors, plus brand partners
Pre-approved EIFO match loan
Validated by early instructor interest and real user behavior shaping product development
Tabatwo, Training, Thriving, and SDG 3
Tabatwo is built in the spirit of SDG 3.4 and 3.5 - not in theory, but in practice.
3.4: By lowering barriers to movement and enabling social connection, we support mental wellbeing and help prevent lifestyle-related illness.
3.5: Through peer nudging, shared routines, and accessible design, we promote prevention and sustainable healthy habits.
We're not just building for engagement - we're building for long-term health impact.
Leadership team
Annette Koertz Haarløv
Co-founder & CEO
+45 6171 0114
Annette is the driving force behind Tabatwos vision and product strategy. With a background in strategic consulting and digital transformation, she brings analytical clarity and deep user empathy.
As a former certified instructor in Krav Maga and Kettlebells, she experienced how consistency and community sustain motivation.
Her own struggle with fitness drop-off outside structured environments led to a clear insight: connection — not content — is the missing link in health tech.
That insight is the birth of Tabatwo.
Camilla Cilliborg Boesen
Co-founder & CCO
+45 4062 4442
Camilla co-founded Tabatwo and currently serves as CCO in an advisory capacity.
With deep expertise in brand, marketing, and commercial growth, she helps shape the company’s go-to-market strategy and investor narrative.
With a proven background in business development and marketing, she supports the team in refining its positioning and preparing for strategic conversations with partners and investors.
Her strategic input supports Tabatwo’s positioning across both B2C and B2B audiences.
Mariano Alesandro
Co-founder & CTO
+ 45 5239 6411
Mariano leads the technical vision and product architecture at Tabatwo.
With a background in innovation leadership and scalable digital infrastructure, he brings the rare ability to turn complex tech into intuitive user experiences.
His work spans AI-driven personalization, platform design, and systems that scale — but what sets him apart is his alignment with Tabatwos mission: building technology that keeps people connected, consistent, and supported.
As Co-founder, he’s shaping a product that delivers not just engagement, but lasting health outcomes.