rex.fit

The DROP by Rex.Fit is an AI wearable camera that automates nutrition tracking using computer vision. It has garnered more than 93k USD in preorders (~450 units) since its launch last month. The nutrition estimation and recommendation tech behind the DROP is already integrated as an API for fitness chains, generating hundreds of thousands of dollars in yearly revenue for them. The DROP is built by brothers, sports nutritionists and computer vision engineers from the Swiss Federal Institute of Technology (ETH Zurich).

High-Level Overview

Rex.fit is a technology startup that builds AI-powered nutrition and fitness tracking products, primarily known for *The Drop*, the world’s first fully automated wearable nutrition tracker. The Drop uses computer vision and AI to automatically detect and analyze food intake, providing users with detailed nutritional breakdowns (calories, protein, carbs, fats) without manual input. Rex.fit serves health-conscious consumers who want effortless, accurate nutrition tracking to improve diet, health, and longevity. The company also offers an AI nutrition coach accessible via chatbots, simplifying calorie tracking and workout recommendations. Rex.fit has demonstrated strong early traction with over 93k USD in preorders for The Drop and more than 20,000 users on its Nutribot WhatsApp service, signaling growing momentum in automated nutrition tracking[1][2][4].

Origin Story

Rex.fit was founded in 2022 by Rangel Milushev and Ahmad Roumie, engineers with backgrounds from Harvard and ETH Zurich respectively. They met at Entrepreneur First in Paris and combined expertise in AI, computer vision, and robotics to tackle the persistent challenge of nutrition tracking, which they found overly manual and habitually difficult for users. Their initial product, Nutribot, simplified calorie tracking via WhatsApp but still required user input. This led to the development of The Drop, a wearable pendant that automates meal tracking entirely. The founders’ vision is to create a new category of wearables akin to fitness trackers but focused on nutrition, empowering users to effortlessly understand and optimize their eating habits[1][2][5].

Core Differentiators

• Fully Automated Tracking: The Drop uses AI and computer vision to detect eating events and analyze meals without user input, unlike most nutrition apps requiring manual logging.
• Wearable Form Factor: A pendant worn daily that records meals passively, enabling seamless integration into users’ lives.
• AI-Powered Nutrition Coach: Provides personalized meal plans, recipes, and workout recommendations, fostering a healthy relationship with food beyond calorie counting.
• Accuracy Comparable to Nutritionists: The AI’s estimations of nutritional content are designed to be reliable and clinically relevant.
• Integrated Platform: Combines nutrition tracking, workout gamification, and body scanning for holistic health insights.
• User-Friendly Experience: The chatbot interface mimics texting a friend, lowering barriers to consistent tracking and engagement.
• Backed by Top Incubators: Supported by Y Combinator and Entrepreneur First, ensuring strong technical and business mentorship[1][2][4][5].

Role in the Broader Tech Landscape

Rex.fit rides the growing trend of *wearable health technology* and *AI-driven personalized wellness*. As consumers increasingly seek effortless, data-driven health insights, Rex.fit’s automated nutrition tracking addresses a major pain point—manual food logging—that has limited adoption of nutrition apps. The timing is favorable due to rising health awareness, advances in computer vision, and demand for integrated fitness and nutrition solutions. By pioneering a new wearable category, Rex.fit influences the ecosystem by pushing innovation in AI-powered health wearables and setting new standards for user convenience and accuracy in nutrition tracking[1][2][6].

Quick Take & Future Outlook

Rex.fit is poised to expand its influence as it ships The Drop globally and scales its AI coaching platform. Future trends shaping its journey include deeper integration of multi-modal health data (nutrition, exercise, sleep), enhanced AI personalization, and broader adoption of wearables for preventive health. As the company matures, it may become a key player in the quantified self and digital health space, potentially partnering with fitness brands, healthcare providers, or insurers. Its success will hinge on maintaining accuracy, user engagement, and expanding the ecosystem around its platform to sustain long-term behavior change and wellness impact[2][5][6]. The Drop’s launch marks a significant step toward making nutrition tracking as effortless and habitual as fitness tracking, fulfilling Rex.fit’s mission to empower healthier lives through technology.