Three-time AFL premier Dustin Martin has added the fitness entrepreneur to his impressive list of credentials, with new venture DRIP aiming to become Australia’s next sweat tech success story.
DRIP, launched on Tuesday, is a new app featuring workouts and training plans provided by the Richmond Football Club icon.
In addition to lessons led by Martin, DRIP is expected to include lessons with teammate Shai Bolton, Melbourne City FC winger Andrew Nabbout and yoga coach Louise West, among other high-energy trainers.
DRIP is also promising to provide training on the “mindset” of Emma Murray, who is a mindfulness coach for the Richmond Football Club.
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“For me, mindfulness is something you have to be disciplined and work with — it’s a skill much like learning to kick a soccer ball,” Martin said in a statement.
DRIP comes with a three-day introductory trial, followed by subscriptions starting at $24.99 per month.
The app was developed by Michael and Maria Kathopoulis, who came to the project after finding success in their soccer coaching app OnTheBall.
Martin himself is the app’s general manager and “contributed tremendously” to its design and user interface, Martha Kathopoulis said. SmartCompany.
Martin’s manager Ralph Carr also provided advice to the project.
In launching DRIP, Martin and his team will follow in the footsteps of several Australian entrepreneurs whose fitness and wellness apps have achieved commercial success.
The best known is Kayla Itsines, who last year sold her Sweat app to US firm iFit for $400 million, six years after she founded the project in her Adelaide home.
Personal trainer and former The single person Star Sam Wood has also benefited greatly from the pandemic-era transition to home fitness solutions, selling his 28 by Sam Wood fitness program to Australia’s myDNA in May this year for a reported tally of $71 million.
Steph Claire Smith and Laura Henshaw have also claimed the space, with their Keep It Cleaner app which has found success thanks to its engaged community.
Other fitness apps were on the mind when work on the DRIP began during the 2020 shutdowns, Kathopoulis said.
However, the variety of programs and workouts available on DRIP will set it apart from other major fitness tech apps, she said.
“We knew that one fitness program (like other popular solutions on the market) couldn’t be enough for everyone,” she said.
“Users should always have programs and workouts tailored to their personal goals and abilities.”
While the range of workouts offered through the app suggests users will be able to chart their own course, users still have plenty of opportunities to train like Martin in the months ahead.
“We can’t wait to showcase more coaches, athletes and amazing content coming up (with Dustin),” Karthopoulis said.