TalTech's science publication Trialoog featured KULG, exploring how our AI combines scientific research with personal training, health, and recovery data.

e-Residency just published a guide on how to invest in Estonian startups — and it tells a story close to home for us: how Philip Hogg, a runner and e-resident business angel from the UK, found his way to KULG.

KULG is launching KULG Run Club this August with new beginner and advanced running groups. Bringing together personalised coaching, evidence-based training, and a supportive community, the club is designed to help runners of all levels train consistently, improve their performance, and enjoy the journey, whether in Tallinn or remotely.

Since joining the Tehnopol Zebra scale-up programme in 2025, KULG has benefited from mentorship, hands-on growth workshops, and the opportunity to showcase the company at major Estonian tech events such as Startup Day and Latitude59.

KULG has launched a new way to share training progress on socials, available on KULG iOS app. Turn weeks, months, or even a full year of training into a shareable visual recap of your progress. Download pie, line, or bar charts across 20+ activity types with white, black, or transparent backgrounds, and easily overlay them on your own images for sharing.

KULG is one of the 15 selected startups from Sweden, Finland, and Estonia in the GSAI (Growth and Scaling through AI) programme. GSAI is a 9-month international growth programme that helps startups strategically integrate AI into their business operations and prepare for expansion into new markets.

With its latest release, KULG introduces a major upgrade to how runners understand and improve their training: KULG AI Training Assistant, the first fully context-aware personal coaching system that knows the athlete’s training history, performance patterns, recovery signals, and goals.

On May 27, KULG is hosting the “Data-Driven Running” workshop for running coaches and athletes, exploring how a data-driven and analytical approach can support training planning and athlete development, aligned with KULG’s mission to make scientific coaching more accessible and transparent.

In collaboration with SA Liikumisharrastuse kompetentsikeskus (Liigume.ee), we’re hosting a free online session on how movement coaches can use KULG to better support their clients in planning, monitoring, and understanding training. The workshop will be held in Estonian on May 14.

Something has bothered me for years in sports tech: we treat the human body like a collection of separate dashboards. Heart rate, sleep quality, GPS, stress scores. Each metric lives in its own silo, reported as if it operates independently. But here's what we know from physiology and what every athlete intuitively feels: Everything is connected. Every cell, every mitochondrion, every nerve.

Workouts alone don’t explain performance. Two runners with identical training load and experience can do the same session and respond completely differently. We want to help recreational athletes understand how to consider their physiology and context when making their next training decision. That’s why we’ve just added a new Athlete profile for runners in KULG.

In April, KULG launched a new campaign: Are you winning in the long run? Most fitness apps are built around performance - pushing users to improve, go faster, and train harder. But in sport, improvement almost always means increasing training load. And that’s only one side of the equation. The other? Recovery. A more aggressive plan might boost fitness in the short term, but will it keep a runner training consistently in the weeks, months, and years to come?

We are proud to collaborate with Rapla Selveri Suurjooks, supporting runners in training more consciously and achieving their goals in a sustainable way. As part of the race partnership, all KULG runners receive 25% off registration for any distance at Rapla Selveri Suurjooks. Get the race promo code in KULG App and use it when registering for any race distance until May 10.

Good runners don’t just run. They cycle. They swim. They strength train. They build resilience by training beyond just running. That’s why we’ve just launched multi-sport graphs in KULG. Different sports can now be viewed directly on KULG Dashboard, providing a clear picture of overall training load beyond just running.

Already this Saturday, April 11, runners will gather for the traditional Haapsalu run - one of the most anticipated early-season running events with a fast and flat 10 km race. All participants of the Haapsalu run will receive 3 months of KULG Runner for free.

We’ve just rolled out a number of exciting updates that help save the time of busy coaches and make athlete management simpler and faster - training blocks for season planning, athlete dashboard, and copying weekly group plans.

We’ve introduced a new Aerobic fitness score in KULG App to help runners better understand their endurance development. This makes it easier for runners to track their running progress, monitor adaptations, and understand changes in aerobic fitness.

You have more data than any runner in history. But data without understanding won't make you a better runner. KULG is about zooming out, finding patterns, and making sense of your training over time, rather than focusing on each individual session.

Martin brings deep expertise in AI and product development as well as strong ideas about how we can take the next step in our product, especially around adaptive, AI-powered training planning for runners and coaches, which aligns closely with where we see the future of KULG. As we continue to build tools for coaches, clubs, and runners, AI will play an increasingly central role in the product.

Introducing a brand-new feature for coaches on the Coach plan: Planner. Planner is designed to save time, streamline communication, and make planning more efficient for both coaches and athletes. Planner allows coaches or club admins to plan a full training week for multiple athletes and send it directly to their KULG app calendar.