Equalution
1 known investors
equ is a personalised nutrition app that provides users with tailored calorie and macro targets, weekly meal plans, and meal tracking tools such as a photo scanner to support weight loss, strength building, or body composition goals. It is aimed at individuals seeking a flexible, sustainable approach to nutrition.
Also known as equ · Equalution Holdings Pty Ltd · Equalution Pty Ltd
Founders & leadership
Investors · 1
Company profile
researched Aug 2026Equalution, which operates under the shortened brand name equ, is a Sydney-based health-technology company that provides a personalised nutrition and weight-management platform. The app calculates individual calorie, protein, carbohydrate and fat targets using the company's own science-based formula, then generates tailored meal plans (up to three per week) with unlimited meal swaps, ingredient substitutions and a library of more than 9,000 recipes. Additional tools include a food photo scanner for meal tracking, weekly check-ins, water tracking, grocery lists and in-app guidance; earlier versions of the program also included weekly food-diary review, ongoing chat support with a coach, calculation help for dining out and access to a members' Facebook community.
The platform is positioned around sustainable eating rather than restrictive dieting, targeting goals including fat loss, muscle gain, weight management and general health. Plans are built by qualified nutritionists and, according to the company, the service has been used by more than 100,000 women, with members reported to lose an average of 6 kg in eight weeks. Alongside the direct-to-consumer app, the company has developed a business-to-business arm that white-labels its nutrition engine to gym franchises and telehealth platforms, and a related consumer products line (equ foods: protein, collagen, bundles and accessories) sold through a separate storefront.
Corporate entities associated with the business include EQUALUTION PTY LTD (ACN 613 448 418) and Equalution Holdings Pty Ltd, with a listed address at Level 3, 478 George Street, Sydney NSW 2000, Australia.
Founding story
Founder and CEO Amal Wakim received a borderline diabetes diagnosis at 16 and, after unsuccessful fad diets, adopted an approach based on balance, education and portion awareness, losing 30 kilograms and maintaining the loss for over a decade. Informally helping family and friends grew into consistent demand, prompting her to leave a marketing role at Google to build the company full time.
Business model
Subscription software and coaching service sold directly to consumers, with billing periods including weekly, 1-month, 2-month, 3-month and 6-month terms across Standard and Premium plans purchased via the website or app stores. The company has added a B2B/white-label channel in which gyms, franchises and telehealth platforms embed equ's nutrition engine, and it also sells physical products (protein, collagen, bundles, accessories, gift cards) through an equ foods storefront.
Recurring subscription fees for the nutrition app and program, supplemented by B2B white-label partnerships and e-commerce sales of nutrition products.
Traction
The website states more than 100,000 women have used the program and that members lose an average of 6 kg in eight weeks; the Google Play listing shows 10,000+ downloads. The company reports it shifted about three years ago from a 1:1 coaching model to a scalable automated self-serve product supported by AI, and has signed its first large franchise partners in its B2B channel.
Latest developments
As of mid-2026 the company said it was about to begin its Series A process, having previously been bootstrapped, and was managing growth as B2B franchise and telehealth partners came online. The consumer app continues to be updated, and the site promotes a food photo scanner and a 10th birthday campaign.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Operates in the crowded consumer nutrition and weight-loss app category, differentiating on nutrition-only focus and depth of personalisation, and avoiding head-to-head consumer acquisition competition by supplying other brands with a white-labelled nutrition engine.
The company focuses exclusively on nutrition rather than bundling workouts or other wellness pillars, personalises plans to foods members actually eat and adjusts portions and macros per individual even for the same recipe, and draws on roughly ten years of real-world 1:1 coaching data from dietitians and nutritionists to inform its AI recommendations.
Technology
A proprietary science-based formula sets daily calorie and macronutrient targets and adjusts them based on user progress and weekly check-ins. The app generates individualised meal plans that account for food preferences, supports unlimited meal swaps and ingredient substitutions, and includes a food photo scanner for logging meals. The company states that a decade of 1:1 coaching conversations and outcomes data from dietitians and nutritionists is used to power its AI-driven recommendations; AI integration work began with technology partner Devika, which cut personalised meal-plan generation time from about 30 minutes to about 3 minutes.
Go-to-market
Direct-to-consumer acquisition through a paid marketing engine (the founder cites a $3-$5 return per $1 of marketing spend), an app-store presence on Google Play, success-story and community-driven content, plus partner and influencer programs. A newer channel sells the platform white-labelled to gyms, franchises and telehealth companies that already have trusted audiences.
Consumers seeking weight loss, muscle gain, improved body composition or general health improvement — marketed primarily to women — plus business partners such as gyms, fitness franchises and telehealth providers for white-labelled nutrition.
Geography
Headquartered in Sydney, Australia (Level 3, 478 George Street, Sydney NSW 2000). In 2019 the company stated plans to expand internationally, targeting the US and Canada first, followed by the UK and Asia Pacific.
History
The business was originally named "Equalution", a combination of "equilibrium" and "revolution", and later rebranded to the shorter "equ" because the original name was difficult to pronounce. The Australian app was officially re-launched in July 2019 with development partner Devika, and in October 2019 the company announced an extended partnership with Devika to integrate AI ahead of planned international expansion. Around three years before mid-2026 the company moved from a nutritionist-led 1:1 coaching model to an automated, AI-supported self-serve product, and subsequently launched a B2B white-label offering.
Risks & controversies
The founder has described capital constraints as the company's central historical challenge: operating bootstrapped limited marketing spend to cash on hand despite a positive reported return on ad spend, and the company faces execution risk in managing partner-driven growth while raising institutional capital for the first time.
Compiled by commissioned research from 7 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 3
launches, deals, and filingsEverywhere Ventures, a pre-seed fund, profiled equ founder and CEO Amal Wakim as a portfolio founder; the profile noted the shift from 1:1 coaching to an AI-supported self-serve product, the launch of a B2B white-label channel with franchise partners, the rebrand from Equalution to equ, and that the company was about to start its Series A process.
Equalution extended its partnership with Sydney tech start-up Devika for a further two years to integrate AI into the app and optimise the new platform; Devika founder Ken Kencevski took on a tech advisory role, and Devika was to assist with market research and networking for planned expansion into the US and Canada, then the UK and Asia Pacific.
Equalution re-launched its Australian app with development partner Devika, reducing personalised meal-plan generation time from about 30 minutes to about 3 minutes.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 7
primary sources listed
- Equalutionequalution.com · web
7 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Equalution do?
- equ (Equalution) is an Australian personalised nutrition app offering tailored meal plans, macro targets and coaching.
- Who founded Equalution?
- Equalution was founded by Jade Spooner.
- Who are Equalution's investors?
- Equalution's investors include Artesian.