Manifesto

We built the app we were looking for.

For you who wants to eat better, move better — without your allergies being treated as a checkbox, without being sold illusions, without being judged when you slip.

The observation

Health apps don't know you.

We spent years paying for apps that counted our calories without ever asking what we liked, that rated our products without checking what we could digest, that threw generic workouts at us without considering our conditions, our equipment, the fact that we'd been working until 11pm.

And above all, we saw something simple: when you declare an allergy, a condition, a diet, it should be taken into account everywhere, all the time, for life. Not a checkbox in an onboarding, forgotten 30 seconds later.

So we're building the opposite. An app that really gets you. You declare your profile — conditions, allergies, diets, equipment, household, typical week — once. We apply it everywhere: your menus, your groceries, your workouts, your tracking.

When things change, we follow. You change jobs, you take up tennis, you learn you're lactose intolerant. You say so. We adapt. No re-onboarding, no questionnaire to redo.

The answer

An assistant that gets you.

Our commitment

4 promises we keep. Otherwise, we shut down.

If we drift on any of these 4, you can call us out publicly. We write it in black and white so we don't get the luxury of forgetting.

Reasoned partnerships, no hidden ads.

You pay for the app, not the reverse — we don't sell your attention. If a brand shares our values — balanced food, movement, quality, clean manufacturing — we may collaborate: recipe co-creation, co-marketing, labelled recommendation. Always disclosed plainly: who, what, why.

What we refuse, for life: a banner that invites itself into your tracking, a hidden placement inside a recipe, a recommendation disguised as editorial. If we can't justify it publicly, we don't touch it.

No reselling of data.

Your conditions, allergies, measurements, weigh-in photos, mood logs don't leave SMU. Strict GDPR, European hosting (Azure EU West), end-to-end encryption for sensitive data.

External connectors (Apple Health, Garmin, Withings) are granular opt-ins: you choose what to sync, when, and you disconnect in one tap. No data flows in or out without your explicit consent.

You can export everything, erase everything, at any time. Without asking us for permission.

No aggressive gamification.

No streak that makes you feel guilty when you skip 2 days. No pop-up that judges you. No "you missed your goal" badge. We prefer you come back calm rather than tense.

You can hide the calorie counts at any time, anywhere in the app. No imposed obsession. And no imposed aesthetic goal either: you pick your reason for being here — health, energy, performance, pleasure, or nothing to chase.

The app stays there, calmly. You come back when you want.

Public roadmap, always.

What we're building, in what order, why. You can follow, push back, suggest. If we slip, we write it down. If we drop a feature, we explain.

No surprise feature one morning because an investor asked for it.

Public roadmap

What we're building, in plain sight.

Kept current as things evolve. If we slip on a line, we annotate it here; we don't wait for the announcement elsewhere.

In progress

Now

Living profile: conditions, allergies, diets, equipment
Weekly menu composer + generated groceries
Hands-free step-by-step cook mode
500+ EU-calibrated recipes

This season · Q3 2026

Sport plan calibrated to gear + level
Holistic tracking: nutrition, sleep, measurements
Coach mode: timing, real-time adaptation
Context adaptation (weather, travel, Sunday brunch)

After launch

Later

Impedance scale + watch sync
Family + shared-household plans
Export to health professional (encrypted PDF)
Personal API (read-only, strict GDPR opt-in)

Founder note

Why I do this.

At 25, after an occupational-health appointment, I was diagnosed with type 2 diabetes. Dangerous levels. Risky if not addressed quickly. Ten years of barely moving, rich and unbalanced eating — the bill landed, full in the face.

I wanted to take myself back, for me and for my health. I started with food: balanced recipes adapted to my condition, composed with an assistant I was hacking together on the side. For three months I followed it to the letter. I discovered foods I'd never have eaten otherwise, new tastes. Always pleasure, but right-sized, and adapted.

Then I picked sport back up. Same method. Five months after the diagnosis, my blood work was back in the green — with my treatment, yes, but also thanks to that assistant I'd built for myself. And I realised one thing: what I'd built to save myself, millions of people across Europe could use. That's where Shape Me Up was born. Whether you're diabetic, intolerant, celiac, parent of a child with special diet — or simply someone who wants to eat better and move more, without spending their evenings on it.

SMU is that. The assistant I wish I'd found at 25 — for those with constraints, and for those who just want to live better.

— Adrien Choquel

Founder · Shape Me Up

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