Business Development
Strategy, the model, and the numbers that matter — for the founding team.
Revenue · MRR
€18.4K
+22% · 30dfounding + 1 B2B pilot
Active members
247
+18this week · 91% week-4 retained
On track
82%
goals & tasks · Q2 2026
Time to launch
—days—hrs—min
Public launch · 1 Dec 2026
Runway
19 months
Raise
$10M seed
In motion · M10 target
Burn
On plan · variance < 15%
First house
Sofia
Phase 2 · site scouting
Strategy & positioningThe thesis
Arete is the expert-led wellness ecosystem for people who want to become excellent without having to design the path.
What it is
A holistic wellness ecosystem. Phase 1: a wearable-agnostic app that centralizes a member's data from any device and guides them through structured protocols. Phase 2: physical houses in Sofia that embody the same methodology in space and community.
The moat
- Wearable-agnostic data layer — not locked to one device.
- Expert-designed protocols across Evolve · Forge · Connect · Transform — the member executes, never plans.
- App + house + circle as one integrated product, not three.
- Brand clarity: philosophical, restrained, unmistakable.
What it replaces
Trainer + nutritionist + therapist + sleep coach
Fragmented. No one owns the full picture.
Generic fitness apps (Strava, Apple Fitness)
No expertise layer, no guided protocol.
Single-wearable ecosystems (Whoop, Oura)
Locked in. No synthesis across domains.
Destination wellness (SHA, Lanserhof)
One-off. Doesn't compound in daily life.
Luxury gyms (Equinox)
Infrastructure without intelligence.
Goals & OKRsQ2 2026 · company-wide
Objective A · Daniel Petrov
Ship a closed beta members don't want to close.
≥ 90% of beta members connect at least 1 wearable by day 1
1 guided protocol works end-to-end without manual fixes
≥ 4 sessions / member / week in the active cohort
Objective B · Daniel Petrov
Build the credibility layer.
3 signed advisor agreements (medical · scientific · hospitality)
4 protocols reviewed & approved by ≥ 1 advisor
Objective C · Elena
Stay below burn with room to raise.
Monthly burn under plan
≥ 6 months runway at quarter end
Seed deck v1 reviewed by 3 external operators