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Running is globally accessible, while smartphones and wearables have created a sizeable market for digital guidance. Market research estimates that the worldwide running-app market will grow from $1.8 billion in 2025 to $4.6 billion by 2034. SmartRunning enters through marathon and half-marathon preparation, where the training cycle is long and the value of timely adaptation is especially clear, then expands to shorter distances and year-round maintenance.
Belgium is our home base and first European launch market. At the same time, SmartRunning benefits from a unique international partnership with Coach Parry, South Africa’s leading online marathon coaching platform. The Coach Parry community includes 2,500+ active runners, many preparing for world-class events like the Comrades and Cape Town Marathons. This partnership gives SmartRunning direct access to an active running community and decades of practical coaching experience, helping us refine our AI model with real-world data and proven training insights from day one. Therefore, our launch starts in Belgium/South Africa, followed by the broader European markets. This phased rollout ensures credibility, traction, and efficient scaling.
The business combines direct B2C subscriptions with B2B2C distribution through coaching platforms, clubs, race organizers, employee-wellbeing programs and selected prevention-focused partners. Partner distribution can reach large runner populations, reduce reliance on paid consumer acquisition and accelerate international growth.
Evidence before scale
• 2,992 runners participated in two market studies in Belgium and South Africa. • 60-runner pilot: 90% reached their stated marathon goal and observed injury incidence was 6%. These results are promising, not causal proof. • Around 2,600 expressions of interest were recorded at the Sanlam Cape Town Marathon expo in May 2026. They demonstrate interest, not paying customers.
Belgium, the Benelux, and South Africa form the initial validation and commercial base. Wider European expansion follows evidence of retention and repeatable partner economics, with the UK and US as later markets. SmartRunning aims to stand apart through readiness-led daily decisions, physiological constraints, explainable recommendations and learning from longitudinal runner-response data. Its protection strategy combines trade secrets, software and database rights, contractual ownership and selective patent work.
TAX SHELTER
45%
Investments in this company benefit from a 45% personal income tax reduction. Read more…
A remaining amount of €376,700 is available for the Tax Shelter benefit.
