ElCoach

ElCoach is a Cairo-based fitness technology company, founded in 2018 by Assem Emam, Saher Hassan, Muhammad Hazem Sherif, and Hossam Bery, that offers a mobile app delivering personalized workout and meal plans. The idea grew out of co-founder Assem Emam's own experience losing over 45 kg through self-directed diet and exercise research, which motivated the team to build a coaching product tailored to MENA users and local foods rather than a generic global fitness app. The app pairs algorithm-driven plan generation with human coaches and, per its marketing, a nutritionist, and is available in Arabic and English. It is distributed on the Apple App Store and Google Play and has been downloaded roughly 2 million times; it monetizes through paid coaching subscriptions reported at under $20/month. ElCoach raised a six-figure seed round from investors including Egypt's Endure Capital, 500 Startups (500 Falcons), and Wise Capital.