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Olympian Alistair Brownlee Invests In Innovative Fitness App, Gojoe

Olympian Alistair Brownlee

An exciting new fitness app, GoJoe has launched to market, with the app encouraging social fitness through virtual team challenges and influencer-led activity.

Designed to make solo exercise more meaningful, GoJoe can be used to create, explore, or join fully customisable team-based fitness challenges with friends, celebrities, workplaces, or with the global community of GoJoe users.

Through GoJoe’s influencer-led fitness challenges and virtual mass participation fitness events, consumers using GoJoe can become part of something bigger, with the app bringing an all-important social element to individual fitness.

Additionally, with NFTs (Non-Fungible Tokens) a feature of GoJoe’s reward scheme for users, the app is showcasing digital innovation that provides something new for consumers.

Backed by investment from triathlete and double gold Olympic medalist, Alistair Brownlee, GoJoe is looking to change the way people view exercise, bringing a fun, yet competitive edge to everyday fitness. 

People can even join a team captained by Alistair himself in a special event to mark his backing of GoJoe.

The co-founders of GoJoe, Will Turner and Phil Steele, met at Leeds University in 2003, and lived in a University house with eight other ‘ordinary joes’. 

They were average sportspeople but loved it, and their love for competition and sport drove them to create an annual event between friends, where they hired an athletics stadium and set up team competitions within their group.

The results were documented, winners were rewarded, and ultimately, an idea was born.

Will and Phil took the essence behind this physical event and created a digital product to help ‘ordinary joes’ like them to get motivated and help exercise become enjoyable.

Will Turner, co-founder of GoJoe commented: “We’re ‘ordinary joes’ ourselves, and like many others, we struggle to get motivated to exercise despite all having tried various apps and physical events. 

To combat that we’re building GoJoe and a community of like-minded ‘joes’.  It’s all about transforming boring solo exercise into social virtual experiences in order to supercharge motivation levels.

“Our goal is to get people enjoying their solo exercise, and while there are data-led fitness apps that help fitness enthusiasts develop as an individual in their fitness journey, we have always felt that an added social element – exercising with or against people you know, whether friends, celebrities or colleagues – will not only help people start but will encourage people to continue to exercise.

“To have the backing of a sporting legend like Alistair Brownlee is fantastic for us. Even though he’s an elite, double gold Olympic medalist, he’s super passionate about motivation and participation at all levels of sport and is really interested in technology and innovation.  He also knows a thing or two about what it takes to get people moving, regardless of fitness level.”

Commenting on his GoJoe investment, Alistair Brownlee said: “I invested in GoJoe because I am absolutely passionate about the role technology can play in inspiring and motivating us all to be healthier and fitter and live more active lifestyles.

“I believe that GoJoe is a novel way of encouraging people to live a healthier life. The social aspect of motivation is important for everyone.

It’s crucial for elite athletes, but I would say it’s even more important to help keep everyday people motivated.  GoJoe’s app has been created in a way to engage people on a daily basis, and ultimately help them become fitter, healthier, and happier whether you’re just starting out or a professional athlete.”

For more information on GoJoe visit

People can pre-register to join the challenge with Alistair Brownlee at