Three people in Ayrshire

Why we built it

We all train, and we were all tired of the same thing: health apps that hoard your data, charge for a strap, and still can't tell you the one thing you actually want to know in the morning. Should I go hard today, or back off? Your watch already has the data to answer that. Nobody was putting it together and just telling you.

So we built Vital. It reads what your iPhone and Apple Watch already collect, scores it against your own baselines, and writes you a straight paragraph every morning. No band to charge, no ring to lose, and the entire algorithm is published on the science page so you can check our working. That last part matters to us more than anything: we'd rather show the maths and be wrong in public than hide it and ask you to trust a black box.

Who we are

Vital is built and run by three of us, equally, under LMS Labs Ltd, registered in Scotland. No investors, no growth team, no roadmap dictated by anyone but us and the people who use it.

• Mason Hillan: product, engineering and the words on this site.
• Scott Anderson: co-founder and director.
• Lee Gordon: co-founder and director.

We're based in Ayrshire, on the west coast of Scotland. If you want to reach a human, support goes straight to us and we reply within a couple of working days.

How we make money

Vital is free, and the free tier stays free: all four scores, the readiness verdict, logging, charts and widgets, with no account or card required. The paid tier, Vital AI, adds the written morning read, chat with your live data, photo macro estimation and physique analysis. That subscription is the only way we make money. We don't sell data, we don't run ads, and we never will. If that ever changes, this page changes first.

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Press kit

Writing about Vital? Everything you need is here. For anything else, email business@lmslabsltd.com and you'll get a fast reply.

One-paragraph boilerplate

Vital is an iPhone app that turns Apple Health data into four daily scores, a readiness verdict and a written morning read, with no extra hardware required. It is built by LMS Labs Ltd, a three-person company in Ayrshire, Scotland, and is unusual in publishing the full peer-reviewed research behind its scoring algorithm. Vital is free to download, with an optional Vital AI subscription at £7.99 a month or £50 a year.

The facts

• Company: LMS Labs Ltd, registered in Scotland (SC888839), ICO registration ZC144937.
• Founded by: Mason Hillan, Scott Anderson and Lee Gordon.
• Platform: iPhone, iOS 17 and later. Apple Watch optional.
• Pricing: Free, with Vital AI at £7.99/month or £50/year.
• App Store: apps.apple.com/app/id6763641502

Assets

Grab the app icon and a product screenshot below. Please don't recolour the wordmark or stretch the icon.

Vital is not a medical device. Scores and insights are informational only.