Alain Joffe
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After discovering an amazing opportunity, following a successful session of Fail to the Future, Urbian have partnered with weight loss product providers Tony Ferguson to pivot their core business from products supply to service delivery. This is being done through an agency-incubated start-up called UpForIt.

UpForIt is poised to revolutionize weight loss in South Africa providing users with access to 24/7 personal health coaching on their mobile phones. Through crowdsourcing health coaches, UpForIt offers the service at a fraction of the cost of conventional face to face consultations.

Urbian and the Tony Fergusson team worked hand in hand in defining the service and business model. Urbian continues to develop the strategy, user experience, development & marketing behind bringing this first-of-its-kind platform to the South African market.

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