We understand fitness businesses. That's why every platform we shape works.
Most firms treat fitness like any other vertical. They get the code right but the product wrong. They build features nobody uses and miss the ones that drive retention. They wonder why users leave after 30 days.
We don't have that problem. Fitness technology is all we do.
What We Believe
Four things that shape every engagement.
Fitness only. Not fitness on the side.
We stopped taking general projects years ago. Every conversation, every problem, every platform we shape is about fitness. That singular focus means we've accumulated knowledge that generalists never will: the onboarding patterns that drive retention, the pricing models that reduce churn, the content structures that keep users coming back week after week.
Strategy before code.
The biggest failures we've seen weren't bad code. They were good code solving the wrong problem. That's why every engagement starts with understanding your business, not jumping to wireframes. We think before we build, and that thinking is where the real value is created.
Partnerships, not projects.
Our average client relationship is 4+ years. We don't hand off and disappear. The best features come after launch, once you've watched real users interact with your platform. That's when the real patterns emerge.
Honesty over revenue.
Some of the most valuable work we do is telling a business what they don't need to build. If you're not ready for a custom platform, we'll say so. If a feature won't move the needle, we'll push back. That honesty is what earns the call when you are ready.
Who We Are
The people behind every platform.
CEO
Pankaj Nathani
Pankaj runs every first call, shapes every engagement, and has personally been involved in every platform Extenova has delivered.
His background spans 15+ years in technology. What matters is what he's done in fitness: shaping platforms reaching hundreds of thousands of users, from solo creator apps to enterprise gym chains.
He combines deep technical understanding with business and product thinking.
On a call with Pankaj, you're not talking to a salesperson or a project manager. You're talking to the person who will actually shape your platform.
Head of Product Development
Neha Nathani
Neha brings a decade of product development expertise to every platform.
Prior experience at Genpact and Reliance Jio gave her a foundation across fitness, payments, education, e-commerce, healthcare, and home automation.
At Extenova, she leads the product development process from Blueprint through Build, ensuring every platform meets the standards that have earned a 4.8 average app store rating.
We're not an agency with 50 people. We're a founder-led studio where the people who shape your strategy are the same ones who deliver your platform.
That means no handoffs to juniors, no account managers relaying messages, no offshore lottery. Senior involvement on every line of code, every design decision, every client conversation.
Our Story
It started with a personal trainer who needed an app.
That single project turned into a second, then a third. Each one taught us something the last one didn't. We started recognising the same problems across every fitness business we worked with: the onboarding flows that lost users in week one, the subscription models that leaked revenue, the "must-have" features that nobody actually used.
Before long, every conversation we were having, every problem we were solving, was about helping fitness businesses grow through technology. So we made a decision. We stopped taking general projects. No more e-commerce apps. No more social platforms. No more side projects outside fitness.
We became a fitness technology firm.
That focus changed everything. Instead of learning a new industry with every client, we went deeper into the one we knew. We started seeing patterns across platforms. We started predicting which features would drive retention and which would be ignored. We started telling clients what NOT to build, which turned out to be as valuable as what we did build.
Today, that focus has compounded into hundreds of thousands of users across the platforms we've shaped, partnerships that last years, and a process refined across every engagement. We're a small firm by choice. Every client works directly with the people who do the work. And we plan to keep it that way.
Ahmedabad, India
Based in Ahmedabad, working with fitness brands across Australia, the United States, and beyond.
We operate across time zones to keep projects moving. Video calls work. And if you're ever in town, coffee's on us.