Postura: A Gen-Z Startup Looking to Improve Your Posture

Postura A Gen-Z Startup Looking to Improve Your Posture

The future of personal training is here.

By Ashley Cheng, Chloe Yoo, Daniella Issa and Isaac Ng

Postura is a mock startup created as part of the Jumpstart STEM Entrepreneur program. The project aims to create smart athleisure wear to provide instant posture feedback while the wearer is exercising. The team hopes to continue developing Postura and is seeking investors and further mentorship to create a working physical prototype.

The Postura team consists of four high school students from Hong Kong, and each of us has our own diverse experiences and backgrounds. In this program, our roles are as follows:

  • Daniella Issa, Chief Executive Officer, is responsible for product design and finance. 
  • Ashley Cheng, Chief Operating Officer, is in charge of graphic design and administrative work.
  • Chloe Yoo, Chief Marketing Officer, manages branding and marketing. 
  • Isaac Ng, Chief Technology Officer, oversees research, and industrial design.

What is Postura?

The idea for Postura came from our experience in sports and our personal need for better posture. With the rise of the creator economy and the COVID-19 pandemic, the popularity of fitness influencing and the demand for home fitness equipment boomed. Thus, there is no better time to revolutionize the fitness world than now. The Postura team is on a mission to improve the exercise posture of adults worldwide, regardless of where they are on their fitness journey. Believing that good posture is the key to a healthy and active lifestyle, we hope to design athleisure wear to help you live a fit, pain-free life. 

Postura hopes to create a line of sleek, comfortable and stylish athleisure wear, accurately tracking your posture during a workout using state-of-the-art motion-tracking technology. The basic athleisure package will include a full athleisure clothing set of choice and access to the free mobile app. The experience can be further enhanced by purchasing a monthly premium plan for additional benefits on top of our basic plan:

Athleisure wear
(estimated US$199.99)
Full athleisure set: top and bottom of choiceBluetooth connectivity to mobile deviceBasic
(estimated monthly fee of US$9.99)
Limited access to basic workout plansReal-time posture dataOverall workout insightsEverything included in the Basic version ANDUnlimited access to workout plansCommunity featuresAnimated workout history

After choosing a workout routine on our app, users can press the “Start Workout” button to keep track of their posture through easily accessible data in the form of red, yellow and green bars. If an incorrect form is detected, the bar will turn yellow or red depending on the extent of postural misalignment. The clothing will also vibrate in the affected region to alert the user of bad posture, along with a popup on the Postura app. When users open the app, an animated figure with accompanying text descriptions will guide the user to fix their posture. 

Postura app interface mockup Graphic by: Postura team

To start with, we are focusing on sports like yoga, pilates, running and weightlifting. If the product is well-received, we plan to develop further to expand to a wider array of sports such as tennis, basketball and volleyball. At Postura, we believe small and consistent improvements create powerful change. With this in mind, our eventual aim is to develop other clothing lines for daily use—even long days of sitting at a desk. 

What problems are we solving?

Postura can solve a variety of problems that many adults face in this day and age, such as inconsistent posture and trainer oversight, both of which even seasoned professionals are still susceptible to. The lack of direction during workouts exponentially increases the risk of injury. Therefore, having proper posture is of the utmost importance for health and safety. 

While personal trainers have been the popular option for guidance in the gym, human error is always a possibility and, as such, cannot guarantee complete accuracy. Also, personal trainers may not be affordable to many, as charges average US$65 an hour. Even when personal trainers are available and affordable, human physiques are made differently and do not respond the same way to a particular movement. If a trainee fails to maintain a correct form and the trainer cannot detect it in time, it could easily cause preventable damage to the trainee’s body. Postura aims to make personal training more accurate and cost-effective with a one-time purchase of US$199.99. 

What sets Postura apart?

Postura hopes to unify existing technologies in revolutionary ways and bring new meaning to the data collected. 

Inertial motion tracking is a commonly utilized technology in smart athleisure, film production, immersive gaming and other technological industries. Sensor units are embedded in the athleisure wear to measure the acceleration and angular velocity of critical contact points, including joints and major muscle groups. The data collected from these sensors is then used to calculate the range of motion and derive an accurate digital model, known as an armature, of the user. 

It is worth noting, however, that solely utilizing inertial motion tracking in athleisure wear limits the accuracy of posture tracking—Postura is looking to change that. The ideal exercising posture requires both the correct body movement and the right use of muscle groups. Sometimes, the ideal form can still be achieved by overexerting incorrect muscle groups. This, however, can lead to muscle strains and other preventable injuries. 

Currently, existing companies in the niche, such as NadiX and Sensoria, predominantly produce inertial motion unit (IMU)-embedded athleisure wear, which only tracks the motion of limbs but not muscle activation. In this case, if a user achieves the correct form by exerting the wrong muscle groups, the software will not be able to provide corrective feedback but deem the form correct. The lack of this feedback can result in exertion or injuries, something that we can easily prevent with the addition of muscle group activation monitoring. 

Postura’s electromyography technology integrated with IMUs can provide a viable solution to this problem. Electromyography (EMG) sensors will measure the electrical intensity of muscles to determine the degree of muscle utilization. By referencing an in-house created data set, the app will determine whether users achieve the correct form while using the correct muscle group. Regional vibrations in the clothing will be programmed to alert users of the incorrect use of muscle, further minimizing the likelihood of injury. Here’s a summary of how we set ourselves apart from our competitors:

Technologies usedInertial motion trackingSurface electromyography Inertial motion tracking
OverviewSeparate articles of clothing (e.g. leggings and tops) are compatible with each other
Compatible for running, weightlifting, yoga and pilates
Seamless technological integration
Sensors can detect the correct use of muscle groups
Two motion sensing systems cross-reference each other to minimize the effects of sensor drifting, hence increase accuracy
Single article of clothing (e.g. leggings only) covering only half of the body (e.g. Electricfoxy, Prevayl)
Single sport compatibility (eg. Nadi X: yoga)
Bulky attachments to athleisure
Unable to detect the right use of muscle groups (e.g. Sensoria, Nadi X)
No competitor has both posture tracking and biometrics integrated into a single piece of  clothing
PricingUS$199.99US$279.00 (Nadi X’s smart yoga pants)

The motion tracking revolution

With the rise of augmented reality (AR) and virtual reality (VR), motion tracking has become increasingly important in our avatar-filled world. The future of work could also have much in store. 

According to Fast Company, “Thanks to a new generation of sensors that can be woven into fabric, smart apparel can precisely analyze the way you run using the same motion capture technology that is used in Hollywood.” With lowered technological barriers, motion-capture embedded clothing can be used to train workers, rapidly changing workplace conditions. 

Inadequate training is one of the major factors contributing to workplace injuries. For physically demanding and production-based industries, such as automobile manufacturing and construction services, motion-tracking technology can serve as an alternative to induction programs. Motion-capture embedded clothing can provide highly accurate on-the-job training guidance to ensure workers are well-trained and mitigate the risks of workplace injuries at a new job site. 

For high-risk occupations, such as police and military personnel, motion-tracking technology can be paired with AR and VR to simulate real-life emergency scenarios. More personalized feedback, such as average speed, reaction time and aerobic capabilities, can be produced to pinpoint the strengths and weaknesses of individuals. The technology may be able to suggest specific areas for improvement, thus enhancing work efficiency. 

Postura has the potential to be at the forefront of this revolution leading to safer workplaces by making wearable motion-tracking technology more mainstream and easily accessible.

Support our journey

As young entrepreneurs, we aspire to transform our concept into a reality by being at the forefront of athleisure and wearable technologies. Our goal is to make the idealistic influencer-esque workout lifestyles we once dreamt of accessible to everyone. At this stage, we are looking for additional resources to continue developing our startup. We hope you are as eager for this venture as we are.

If you are interested in supporting Postura, feel free to reach out via email ( and follow our journey on LinkedIn

Also read:

Header Image Courtesy of Postura


Share on facebook
Share on twitter
Share on linkedin
Share on email



What Led to Balenciaga’s Recent Scandal?

If you are attuned to the fashion world, you would have heard that Balenciaga has been canceled. This was a result of the problematic advertisements they released in November 2022. These ads featured imagery related to child sexual abuse, showed BDSM motifs in ads featuring children and a whole lot more.

Top 5 Clothing Items That Are Contributing to Skims’ Net Worth

Top 5 Clothing Items That Are Contributing to Skims’ Net Worth

In 2022, American media personality Kim Kardashian’s shapewear brand Skims reached a market capitalization of US$3.2 billion. This massive net worth is a byproduct of a lot of factors, such as Kim’s popularity, the brand’s inclusive size range and adaptability (as we saw during the pandemic) to name a few.

5 Companies That Have Already Announced Job Cuts This Year

Layoffs in 2023: 5 Companies That Have Already Announced Job Cuts This Year

The layoff spree at tech giants is bleeding into a new year. It has been just three weeks since we entered 2023, yet the media is buzzing with disturbing numbers about people being laid off by tech companies: At least 104 tech companies let go more than 26,000 employees. This means, more than 1,600 tech employees were dismissed per day in the past couple of weeks. Let’s take a look at the top tech companies that are laying off aggressively.

Goblin Mode

Decoding the World’s Obsession with “Goblin Mode”

Do you find yourself struggling to maintain a positive and productive attitude at work? Are you becoming increasingly irritable or disengaged from constantly feeling overwhelmed and stressed? If so, you’re not alone. Many people experience this state of mind, and some turn on their ‌ “goblin mode” to cope with it. The term “goblin mode” gained popularity in February 2022

Instagram vs YouTube—Which Is Better for Your Business?

Instagram vs YouTubeWhich Is Better for Your Business?

With the rise of social media platforms, like Instagram, TikTok and YouTube, businesses have gained new opportunities to reach their potential customers. It’s important to note that Instagram and YouTube are not just for entertainment; they can be used as powerful tools for marketing and creating brand awareness. Many individuals already use YouTube, TikTok and more to earn money.

What Is Ambient Computing? How Does It Affect Our Lives?

What Is Ambient Computing? How Does It Affect Our Lives?

Picture this: it’s five degrees Celsius outside, and you are freezing, but instead of you adjusting your thermostat, your house automatically realizes that it needs to be warmed up and changes the temperature accordingly. That is what ambient computing is all about. Ambient computing (also called ambient intelligence) refers to technology immersed into your environment. You don’t have to consciously interact with it using screens or keyboards.