A Perth start-up was taken by surprise when Google appropriated its name to launch a new business venture.
Now, let’s be honest. How many of us who regularly visit the gym actually love going?
Working out is … well, it’s hard work; and some people are uncomfortable with the level of competition that seems to permeate many gyms and fitness classes.
However our sedentary lifestyle (drive to work, check emails, drive home, watch TV while checking yet more emails) requires us to do something that makes up for all that sitting around.
Father and son team, Kevin and Jack Owens, have spent four years and $850,000 developing a service for people who don’t like gyms or those competitive leader boards found on most fitness apps.
Their solution is an app called Calico (calories in, calories out) which, together with ‘fitness totems’ dotted around various walking tracks, allows people to go at their own pace.
Available at Apple’s app store since March this year, it has just recently been accepted into the global store, so is now available worldwide.
Imagine, then, the Owens’ surprise when Google announced its latest big health initiative last month – the formation of a new company, also called Calico (short for the ‘California Life Company’).
On a blog post, Google cofounder and CEO Larry Page explained the move: “Illness and aging affect all our families. With some longer term, moonshot thinking around healthcare and biotechnology, I believe we can improve millions of lives.”
Although both Calicos are in the health business, it would appear what they each do (or in Google’s case, aim to do) are substantially different.
“I don’t think Google has infringed our trademark yet,” Jack said.
“We hold trademarks for the Calico name in Australia, the UK and the US.
“And we’re more than a name anyway. We’re about working with local councils to promote healthy lifestyles and getting more people to take an interest in their own health and wellbeing.”
Quite what Google’s Calico is up to is really anyone’s guess, as it all seems quite nebulous and ethereal, although certainly noble in vision.
The two companies have been in contact regarding the name and there is a good chance there will be a satisfactory resolution regarding this, in time.
“We’ve experienced a bit of commercial confusion from within the health industry here, but I doubt Google has,” Jack Owens said.
“What our app does is to encourage people out of their homes and allow them to walk around a track, with clearly identifiable Calico totem poles placed certain distances apart. The app then charts your progress around the track, according to your personal goals. Reach your goals and you can win ‘real world’ discounts at nearby shops.”
The past few years have been busy for the Owens, with a $250,000 Commercialisation Australia grant to utilise and the hiring of two employees.
Designed entirely by Jack, the free Calico app works on iPod, iPhone and iPad and calculates your calorie burn rate during activity. There are upgrades available, which include advanced reporting, workout comparisons and even music training programs. The revenue model includes subscriptions for these extra services, discounts for products and an e-newsletter to users, which holds advertising.
Calico had to negotiate with several councils to install their ‘fitness totems’ around various walking tracks. Today, there are 64 out there in six locations, including Lake Monger, Carine, Yokine and Kwinana.
“You can use the Calico app anywhere, though,” Jack said.
“You don’t need to be at one of the walking tracks. However, we are looking to expand our partnerships with councils, and even provide aggregated data back to them, on such things as average age, weight, walking distances and the like.”
Calico has aggressive plans, and is targeting 20 million users in three years. The business is about to set up its first Calico walking track and fitness totems outside Western Australia, with a council in the Mornington Peninsula in Victoria.
Calico is available for free from iTunes.
Charlie Gunningham is an internet entrepreneur and general manager of digital at Business News.
Twitter: @chazgunningham
