A specialised health and performance team
A specialised health and performance team, built around your life and your goals.
Eight AI specialists across your mind, body and biology, each trained on one discipline and working together as a team.
One AI coach guiding you and holding the complete picture — your history, your goals, and everything life throws at you — telling you what to action today to keep you on track, functioning and performing at your best.
No blindspots. Just clarity, and a clear view of what it takes to get there.
PRODUCT WALKTHROUGH
The gap
What exists today
A fragmented industry that only reacts.
Nothing is connected, and nothing is looking ahead. So it only moves once something is already wrong.
GP
When something’s already wrong.
Physio
When something already hurts.
Gym membership
With no oversight or structured plan.
Wearables
Overloading you with data and no direction.
Protocols, biohacks & supplements
A flood of fads, thin on evidence and short on return.
Coaching silos
No one to help you connect the dots.
Different providers. Different goals. No connection.
The solution
What CREST does
One connected platform that looks ahead.
It reads your history, your goals, your week and your life together, every day. So it sees what nothing else can — the constraint you keep working around, and the habit driving the pattern.
MIND — Resilience, focus and belonging.
How you are thinking, and how you are holding up.
BODY — Readiness, recovery and growth.
What you can actually absorb today.
BIOLOGY — Fuel, chemistry and biomarkers.
What is happening underneath all of it.
Integrating the science of mind, body and biology, driven by your coach who knows you. Where you have come from, where you are, where you are going, and how to get there.
One team. One direction. Everything connected.
THE MODEL
Professional sport is the only environment that reliably gets the best out of a person. We took it apart and rebuilt it for everyone else.
01
THE ENVIRONMENT
Around every professional athlete sits a group of practitioners, each trained in the latest science in their field. Physios, doctors, nutritionists, psychologists, trainers. Above them a coach holds the whole picture, decides what today and next week look like, and carries the motivation and the accountability so the athlete stays on track and in peak condition, no matter the circumstances.
02
WHAT WE LEARNED
It works because it is built on tested method and real evidence, around one individual, with a whole team accountable for that one person. A plan measured in years, adjusted every day. That is where the edge comes from.
03
HOW WE REBUILT IT
We kept the principles and adapted the environment for everyday life. Every specialist rebuilt as AI, trained on the evidence base of one discipline. One coach coordinating all of them, holding the motivation, the support and the long view, and changing what this week looks like when your life does.
Not a human care team, needed when things go wrong. A human performance team, rebuilt as AI, built around your life and your goals. With you every day, driving you to your best, and getting smarter the longer it knows you.
THE SPECIALISTS
Eight AI specialists. One AI coach.
Each specialist is an expert in one part of how you’re functioning. They read your data and inputs, and report what they find based on patterns and history. The coach holds all eight findings at once, triages them against your history and your goals, and gives you one clear answer on what's next.
The coach
MIND PILLAR
Resilience · Focus · Belonging
BODY PILLAR
Readiness · Recovery · Growth
BIOLOGY PILLAR
Fuel · Chemistry · Biomarkers
The more CREST knows, the more it sees. Patterns you would miss. Warnings before they become setbacks. The reason you feel like this today, when you have no idea why.
HOW IT WORKS
Four steps, every day. Three are for now. The fourth is where you're going.
Each step is a screen with one job, and none of them asks you to do the work of the others.
The fourth holds your goals, and those change as your life does.
SCREEN 1
REFLECT — Daily Check-in
The way in. Everything you tell it — spoken, typed, photographed or uploaded — becomes the context for everything that follows.
FUNCTION
VALUE
- Speak it or type itA natural conversation with a coach that knows you and responds to you
- Photograph anythingA meal, a label in the aisle, a swollen joint. If you can see it, CREST can use it
- Upload results, connect wearablesClinical data and daily signals in one place, tracked as a trend
- Bring it a problem, not just a symptomWork, a decision, a hard week. It knows what you can take on right now
- Say it onceHeld permanently, and it shapes every answer from here
SCREEN 2
REVEAL — Today’s Insights
What it found. Eight specialists review everything overnight, and the coach decides what actually matters.
FUNCTION
VALUE
- Eight specialists review everything overnightDepth in every discipline, instead of one model guessing across all of them
- Each returns a structured findingWhat it observed, what it means, and how confident it is — not an opinion
- The coach triages all eightConflicts resolved before you see anything, not left for you to sort out
- Only what needs attention is surfacedYou are told what is fine as well as what is not
- Every finding opens to its evidenceThe measurement it came from, and the published research behind it
SCREEN 3
RESPOND — Performance Plan
What to do about it. The findings become today’s actions, with the reasoning behind each.
FUNCTION
VALUE
- The findings become actionsOnly what today needs, not a standing programme to maintain
- Each action is timed to your dayWhen it will actually work, not just what to do
- Every action carries its reasoningYou are told why, so you can disagree
- Check actions off as you do themIt learns what you did, not what you intended
- Miss one, or the day changesIt re-plans around what is left, without being asked
SCREEN 4
PROGRESS — Performance Path
The long view. Whether any of this is working, measured against you rather than a population.
FUNCTION
VALUE
- One score across mind, body and biologyWhere you actually are, measured against your own baseline
- Each pillar scored and trendingYou can see which part is dragging the other two
- Your full history behind itIt remembers what you already tried, and what worked
- A projection forward from todayWhat this week does to the line, before you live it
- Goals move, and the plan followsReach one and it proposes the next. The longer it runs, the less it has to guess
The first three are today. The fourth is the long view. Keeping them separate is deliberate.
Prototype build, 2026. Illustrative scenario, not a real member.
THE FOUNDER
Simon Trude has spent his life looking for the edge.
Then he needed it. So he built it.
He was racing at national level by fifteen, and from 2008 to 2013 he competed as a professional triathlete in the USA. That meant living inside a real performance environment — a group of experts working around you, and someone holding the whole picture. He knows exactly what that is worth, because he had it.
While he was still racing, Simon was building a global career designing performance environments — Virgin Active with Richard Branson, Shangri-La, Accor. A young family at home. He was carrying a lot, and it was too much.
In 2013 the body stopped him. Reconstructive surgery on both shoulders and both knees ended the competing, and the environment went with it.
The damage did not leave with the racing. He needs a double knee replacement and at forty-eight is too young for one, so instead it is managed — every day, indefinitely.
Then came stage three cancer.
Several doctors, multiple specialists, a range of dedicated experts. Not one of them spoke to another. Treatment, recovery, mental health, work and family, all at once — and the job of holding it together fell to him at the exact moment he was least able to do it. Every piece of information he needed existed somewhere. Nothing joined it up.
So he built something that would.
He has used a version of CREST every day since, with eighteen months of structured logging behind it. Medication, bloods, sleep, training, food, mood, work. It has got better as it has gone on. It knows his patterns better than he does, and it knows the difference between what he would do and what he should be doing.
Today there are four children, the global career, and training that never stopped. There is more going on than there has ever been, and all of it is manageable.
“When I needed it most, it did not exist. So I built it. A platform that sees the whole picture — my life, my recovery, my performance. I have used it every day since, and refined it. Now we are building it for anyone looking for the edge.”
SIMON TRUDE — FOUNDER
CREST is not an idea someone had. It is a system someone built, at the moment they needed it most. Not just for athletes. For anyone with a lot going on who still wants the most out of their life and performance.
Clarity that keeps you moving.
CREST is in development with its first members. If you’d like to be part of it, or you think it belongs in your organisation, tell us.