Three people in Ayrshire

Why we built it

We all train, and we kept running into the same gap. Health apps collect plenty of data, then leave you to work out what it means on a Tuesday morning. Should you go hard, take it easier, or rest? Your watch often has enough information to help answer that, but it was rarely put together clearly.

So we built Vital. It reads what your iPhone and Apple Watch already collect, compares it with your own baseline, and writes a straight morning read. We publish the full algorithm on the science page, including the calls that come from engineering judgement. If you want to check the maths, you can.

Who we are

Vital is built and run by the three of us through LMS Labs Ltd, registered in Scotland. We have not taken investment, so the people building it and using it decide where it goes.

• 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 Scotland’s west coast. Support goes straight to us, and we usually reply within a couple of working days.

How we make money

Vital’s free tier covers all four scores, the readiness verdict, logging, charts and widgets. Vital AI adds the written morning read, chat with your live data, photo macro estimation and physique analysis. Subscriptions are how we make money. We do not sell your data or run ads, and this page will be updated first if that changes.

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Press kit

Writing about Vital? The essentials are below. For anything else, email business@lmslabsltd.com and we’ll get back to you quickly.

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. It is built by LMS Labs Ltd, a three-person company in Ayrshire, Scotland. Vital publishes the peer-reviewed research behind its scoring algorithm, is free to download, and offers Vital AI 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

Use the app icon and product screenshot below. Please keep the wordmark colour and the icon proportions intact.

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