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.
More context. Fewer blind spots. Clearer direction.
PRODUCT DEMO
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 has spent decades learning how to get the best out of a person. We took that environment apart and rebuilt its principles 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
Patterns you might miss. Signals that may reveal a problem before it becomes a setback. More context for why today feels different.
HOW IT WORKS
Four steps, every day. Three are for now. The fourth is where you're going.
Reflect captures what matters now. Reveal turns it into intelligence. Respond turns that intelligence into action. Progress keeps the long view visible while today adapts around it.
SCREEN 1
REFLECT — Daily Check-in
The way in. Talk naturally. CREST identifies what matters, updates the relevant context and carries useful information forward.
FUNCTION
VALUE
- Speak it or type itA natural conversation with the Coach that knows your goals, history and context.
- Photograph anythingMeals, labels, injuries and other visual context can join the same picture.
- Upload results, connect wearablesResults and wearable signals can be tracked together over time.
- Bring it a problem, not just a symptomWork, decisions or a hard week — reason with the context, not one isolated signal.
- It remembers what mattersGoals, constraints and patterns are carried forward as structured memory. Irrelevant chat is not.
SCREEN 2
REVEAL — Today’s Insights
What the system found. Eight specialists analyse in the background; the Coach decides what matters now.
FUNCTION
VALUE
- Eight specialists analyse in the backgroundDepth in each discipline, instead of one model doing everything.
- Each returns a structured findingWhat it observed, what it may mean and how confident it is.
- The Coach integrates all eightConflicts are resolved before they reach you.
- Only what matters now is surfacedProblems, opportunities and reassuring signals, prioritised by relevance.
- Every finding opens to its evidenceSee the data, pattern and supporting evidence behind the finding.
SCREEN 3
RESPOND — Performance Plan
What to do next. The Coach turns findings into actions that fit the reality of your day.
FUNCTION
VALUE
- The findings become actionsOnly what matters now — not another programme to manage.
- Each action is timed to your dayPlaced around your schedule, state and priorities.
- Every action carries its reasoningYou know why, so you can question it or disagree.
- Check actions off as you do themIt learns from what happened, not only what was planned.
- Miss one, or the day changesThe Coach adapts what remains when the day changes.
SCREEN 4
PROGRESS — Performance Path
The long view. Goals, progress and trajectory stay visible while the route adapts around changing days, weeks and constraints.
FUNCTION
VALUE
- One score across mind, body and biologyWhere you are now, measured against your own baseline.
- Each pillar scored and trendingSee what is improving, stable or constraining the whole.
- Your full history behind itWhat changed, what you tried and what appeared to work.
- A projection forward from todaySee how the current plan is expected to move the trajectory.
- Goals move, and the plan followsThe goal stays stable until there is a reason to change it. The route stays flexible.
Reflect, Reveal and Respond manage what matters now. Progress keeps today connected to where you are going.
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.
From 2008 to 2013 Simon competed in triathlon at elite and professional level, with professional racing from 2011 to 2013. He lived inside a real performance environment — experts working around one person, with a coach holding the whole picture. He knows what that is worth because he had it.
Alongside racing, he built a global career designing performance environments — Virgin Active with Richard Branson, Shangri-La and Accor — with a young family at home. In 2013, reconstructive surgery on both shoulders and ongoing knee problems ended the competition, and the environment went with it. He now needs two knee replacements; he has not had them.
Then came stage three cancer.
Doctors and specialists dealt with separate parts. They did not coordinate. Treatment, recovery, mental health, work and family converged, and the burden of joining it all up fell to him when he was least able to carry it.
So he built something that would.
He started building and testing CREST with AI in 2023 and has used it daily since, developing and refining it against real life and structured data. That includes eighteen months of structured logging across medication, bloods, sleep, training, food, mood and work. It can surface patterns he would not see on his own and distinguish between what he would do and what may support him better.
Today there are four children, a professional career, medical conditions to manage, and training that never stopped — it just changed.
“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.
The foundation is built. The next stage is deployment.
CREST has progressed through two MVPs and is now entering the final product-development and testing phase — completing the production application, validating it in controlled real-world use, and preparing for deployment with selected partners.