How to run your niche app on a market dominated by giants?
KULG is a running platform that helps athletes and coaches make better training decisions. However, the market is increasingly crowded, with Garmin, Strava, Runna, TrainingPeaks and others expanding beyond data collection into coaching, guidance and health optimisation.
Valuecraft was engaged to help KULG identify a defensible market position, clarify its value proposition and prioritise product development. Through competitor analysis, customer segmentation, positioning workshops and value proposition design, we discovered that many serious recreational runners do not suffer from a lack of data but from a lack of clarity. They are overwhelmed by metrics, conflicting advice and the challenge of balancing performance ambitions with health and recovery.
The project resulted in a strategic repositioning of KULG from a training analytics tool to an adaptive guidance platform that translates data into decisions. Rather than helping runners train harder, KULG helps them make better decisions, adapt training plans to reality and achieve sustainable progress with fewer setbacks.
