THE COMPANY
Why CREST exists.
Built by people with experience across professional sport, human performance and health.
It began as a physical performance environment. Training, recovery, allied health, testing and nutrition organised around one person rather than sold as separate services. It became a system, so the coordination could be persistent, personal, and available beyond any single place.
For everyone who never had access to that environment.
THE ORIGIN
It started as a real place, not a product idea.
Training, recovery, allied health, testing and nutrition organised around one person.
THE PROOF
Eighteen months of daily logging on one person.
Tested on the founder before a line of it was offered to anyone else.
THE STANDARD
Standards shaped by experience across sport, performance and health.
For everyone who never had access to that environment.
WHERE IT STARTED
It started as a place.
It became a system.
THE PLACE
CREST Club.
CREST was first conceived as a physical performance environment. Training, recovery, allied health, testing, nutrition, work and community, organised around the individual rather than sold as separate services.
THE SYSTEM
CREST Performance.
The application is the digital evolution of that idea. It makes the coordinating intelligence persistent, personal, and available beyond any single place. The place becomes one of the things it runs.
The Harvest
Nutrition, the cafe and the community table.
The Assembly
Recovery, contrast therapy and treatment.
The Oasis
Mind, breath and movement.
The principle came from elite sport. The person should not have to coordinate every discipline alone. The environment should be organised around them.
THE TEAM
The people behind
the system.
They helped define the standards, evidence base and specialist logic.
The people who built CREST and set the standards its AI specialists work to. They come from professional sport, and they have rebuilt the environment the world's best athletes have around them so it works in an ordinary week.
Founder & CEO
Simon Trude
Former professional triathlete, then two decades designing performance environments for global operators. He built CREST because he needed it, and has used it every day since.
Performance Director
Craig McFarlane
Expert in executive training, flow states and athletic performance. Brings coaching systems and tested methodology into how CREST plans, adapts and paces.
Clinical Health Director
Richard Tucker
Experienced in integrated health, allied practice management and clinical protocols. Holds the line on where CREST stops, what it will not advise on, and when it routes to a prescriber.
Recovery & Nutrition Director
Scott Tindal
Clinical nutritionist and performance expert. Brings recovery strategy, fuelling models and blood and lab test interpretation into the nutrition and recovery specialists.
Advisory involvement since 2023. Every specialist in CREST is trained on the evidence base of one discipline, and these are the people who hold it to that standard.
WHAT WE BELIEVE
Four things we hold to.
They decide what it does, and what it refuses to do.
01
INFORMATION
More information isn't more useful. Value comes from information being connected, interpreted in context, related to a goal, prioritised, and turned into something you can act on today.
02
ADAPTATION
Adaptation isn't failure. A plan that never changes was never describing reality.
03
UNCERTAINTY
Uncertainty should be visible. A system that works with your health should tell you how sure it is.
04
ACCESS
Coordination shouldn't be a luxury. It has been available to a few hundred professional athletes. It should be available more widely.
WHERE WE ARE
Seven years in.
Two MVPs built. Now completing the product
for real-world testing
and deployment.
2019–2022
The catalyst
Treatment, recovery and work at once, with nothing holding it together.
2023
Philosophy to prototype
The model takes shape, and the advisory team forms.
2024
Daily use and testing
Eighteen months of logging against real data.
2025
First MVP
Eight specialists built, trained, and reporting to the coach. Founder funded.
2026
Second MVP
The core product experience, specialist-agent architecture, Coach, memory and connected flows tested as an MVP.
NOW
Final product build
Raising capital to complete the production application, integrations, data architecture and safety layer.
2027
TestFlight and validation
Deploy a production-ready prototype through TestFlight with a controlled user group. Validate the full experience in real-world use and refine from what we learn.
2028
Partner deployment
Deploy with selected partners and industry environments, extend the platform into Organisation and Place, measure outcomes and prepare for broader scale.
Founder funded to here. The next stage is the production build, controlled testing and the team to deliver it.
