Coya

# Coya: A Performance and Longevity Platform

Coya is a health technology company that combines wearable data, personalized coaching, and behavioral science to help high performers optimize both short-term performance and long-term longevity.[1][2] The platform integrates biometric tracking from devices like WHOOP, Oura, and Garmin with expert human coaching and a mobile app to translate raw health data into actionable daily habits.[1][2]

High-Level Overview

Coya serves executives, athletes, first responders, and other high performers seeking to bridge the gap between wearable technology and sustainable behavior change.[1] The company's core insight—that elite athletic training habits closely mirror the lifestyle patterns of centenarians in Costa Rica's Nicoya Peninsula—informs its approach to helping clients achieve peak performance while building foundations for longer, healthier lives.[1]

The platform operates through a 10-week bespoke program that applies behavioral science to wearable technology, helping users develop personalized roadmaps based on their biometric data.[1] Rather than leaving users to interpret raw wearable metrics alone, Coya's mobile app processes this data into habit recommendations across eight core areas called "the 8 Controllables," including sleep optimization, stress management, and recovery protocols.[2]

Origin Story

Coya evolved from the OWN IT App, a coaching platform founded by Jason Mejeur, who previously created MaxOne, described as the first digital coaching platform for youth sports over a decade ago.[1] The rebranding to Coya reflects an enhanced focus on longevity research and the company's pivot toward serving not just elite athletes but a broader audience of high performers seeking sustainable health improvements.[1] The company is backed by majority shareholder Zulu Assets.[1]

Core Differentiators

• Integrated ecosystem: Unlike standalone wearable apps, Coya uniquely combines three elements—wearable data collection, personalized one-on-one human coaching, and mobile platform education—in a single system.[1]

• Behavioral science foundation: The platform applies behavioral science principles to translate biometric data into life-changing habits rather than simply presenting raw metrics.[1][2]

• Longevity-informed methodology: Grounded in research on populations with exceptional lifespans, Coya bridges high-performance training and longevity science, offering clients both immediate performance gains and long-term health benefits.[1]

• Wearable agnosticism: Users can leverage existing wearables (WHOOP, Oura, Garmin) or work with Coya as a "wearables concierge" to select the optimal device for their needs.[2]

Role in the Broader Tech Landscape

Coya operates at the intersection of wearable technology, digital health coaching, and behavioral change—a rapidly expanding market as consumers increasingly seek to act on health data rather than passively collect it.[1][2] The company addresses a critical gap: research and user experience suggest that wearable data alone is insufficient to drive sustainable behavior change, making human coaching and personalized guidance increasingly valuable.[1]

The timing aligns with growing consumer interest in longevity science, the mainstream adoption of health wearables, and rising demand for personalized wellness solutions among affluent, performance-oriented demographics. Coya's positioning bridges the premium coaching market (traditionally expensive and exclusive) with scalable technology, potentially influencing how the broader health tech industry thinks about the human element in digital health platforms.

Quick Take & Future Outlook

Coya's evolution from a youth sports coaching app to a longevity-focused platform for high performers suggests a company learning to scale expertise across new markets. The company's ability to retain clients through a structured 10-week program and convert them into long-term users will be critical to its growth trajectory. As wearable adoption continues and consumers become more sophisticated about health optimization, platforms that meaningfully translate data into behavior—rather than simply aggregating metrics—are likely to capture significant value in the digital health ecosystem.