Florida Startup Combines AI, Community Coaching to Expand Access to Wellness

TOTUM, founded by CEO Darren Smith and CTO Mike Bomhoff, operates as a dual-sided marketplace connecting users with independent coaches who can build and monetize their own digital fitness business. The platform offers both a free consumer app and tool for trainers to create programs, host classes and sell products. Users do not have to pay for the fitness coaches. This free platform allows users to use AI to help build their own personal fitness journey.

“It’s an interesting juxtaposition between a free app and an enterprise app like a Crunch Fitness or something like that. These coaches are on Instagram doing entertainment and training because of the way the world came around,” Smith said. “We wanted to support that economy. You’ve seen the creator economy and now add fitness on top of that. That was something we thought was an underserved market.”

Smith said health and wellness should be accessible and that is why the app offers both ways to support someone's healthy lifestyle.  

He first entered the tech space in 2018 with a smaller fitness app centered on accountability, an idea inspired by workouts in his backyard gym. The app gained traction and was eventually sold to a Seattle-based company in 2023. Smith said the experience revealed a larger opportunity. 

“There had to be some sort of experience where you could get the knowledge and it applies in the infrastructure of fitness apps or health apps that everybody has access to,” Smith said. 

He said the whole idea of a peer-to-peer health and wellness journey, helped grow this app. 

A Marketplace Built on Access

TOTUM’s model aims to lower barriers for both users and coaches.

Consumers can generate workouts, explore fitness content or connect directly with trainers. Coaches can launch a digital “studio" in minutes, customizing pricing, branding and services without up front costs.

“We don't make money, until you make money,” Smith said. 

TOTUM doesn’t charge coaches a subscription fee at the start. Instead, the company earns revenue only after coaches begin making money. 

The approach is designed to attract a wide range of participants whether its coaches wanting to form a business to train others or fitness personal testing a coaching side business. Coaches can offer services such as virtual classes, in-person sessions and merchandise.

Smith said the company is focused on helping people who are interested in improving their health, but lack consistency. 

“There’s a bell curve,” he said. “You have people at one extreme who need a doctor to tell them what to do and at the other extreme, high-performance athletes who won't need the app. Most people are in the middle.” 

AI as a Foundation, not a Feature 

The platform integrates artificial intelligence led by CTO Mike Bomhoff. Once adding AI to help with workflow Smith said the company has done more work in six weeks than in the past two years. 

In the app, AI is used on top of existing features. The technology works with users to learn behaviors and plan more efficient workout and dietary plans. 

“The AI is designed to know you and integrate your tools,” Smith said. "Every conversation gets layered to create personal experiences that shape your workout plan.”

Smith said the company has been able to keep up with improvements and conduct major updates in a matter of days and weeks. 

The founders emphasized that AI is not meant to take over the app or replace human coaching; it's there to assist. 

“The accountability and connection people get from each other isn’t going away,” Smit said.

Looking Ahead

With a strong user base in Florida and Texas and expanding international participation, TOTUM is preparing for its next phase of growth. Despite broader ambitions, Smith wants Florida to remain the center of the company's identity.

“We’re connected to this state,” Smith said. “We want to see it grow here first.”

For Smith, he said TOTUM will stand out in an increasingly crowded fitness industry because of the combination of accessibility, technology and community. 

“It’s been a windy road,” he said. “But we just keep going.” 

TOTUM is available online and for download on the Apple store and Google Play.