THE COMPANY
Why CREST exists.
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.
Built by people who came from professional sport, for everyone who never had access to it.
It started as a real place, not a product idea.
Training, recovery, allied health, testing and nutrition organised around one person.
Eighteen months of daily logging on one person.
Tested on the founder before a line of it was offered to anyone else.
Built by people who came out of professional sport.
For everyone who never had access to that environment.
WHERE IT STARTED
A place.
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.
WHERE IT WENT
A system.
The application is the digital evolution of that idea. It makes the coordinating intelligence persistent, personal, and available beyond any single place.
The principle came from elite sport. The person shouldn’t have to coordinate every discipline alone. The environment should be organised around them.
THE TEAM
The people who set the standards.
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. You talk to the specialists. These are the people who trained them.
Simon Trude
Founder & CEO
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.
Craig McFarlane
Performance Director
Expert in executive training, flow states and athletic performance. Brings coaching systems and tested methodology into how CREST plans, adapts and paces.
Richard Tucker
Clinical Health Director
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.
Scott Tindal
Recovery & Nutrition Director
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.
WHAT WE BELIEVE
What we believe.
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
Where we are.
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 dashboard and five connected screens, tested end to end.
NOW
Raising capital
Funding the build, and the team to deliver it.
2027
Deployment and scale
CREST Clubs and partners.
