NOWFit: Wearable Health Data for Coaches and Members, Through One Integration

NOWFit is an all-in-one custom platform for online fitness and health coaches: client management, custom training and nutrition programs, habit and goal tracking, check-ins, messaging, community, and payments, all in one place, plus their AI layer, LIFT AI. Coaches deliver a fully branded app to their members, and NOWFit handles the tech so they can focus on coaching.

Coaching platforms are good at tracking what the coach prescribes. What they can’t see is what the client’s body is doing between sessions. NOWFit closed that gap with Sahha.

The challenge

• Survey fatigue. Check-in forms and manual logging decay fast. Members stop filling them in within weeks, and coaches are back to guesswork between sessions.
• Multiple device integrations. Supporting each device ecosystem individually (Apple Health, Google Health Connect, Fitbit, Garmin, Oura, Whoop) means separate APIs, auth flows, data formats, and constant changes to keep up with — a permanent maintenance burden, not a one-time build.
• Covering both wearable and non-wearable users. Not every member owns a ring or a watch. A health data feature that only works for members who do leaves the rest of the client base invisible to their coach.
• Turning data into actionable insights. Raw sensor streams mean nothing to a coach mid-session. The data only earns its place in the product once it’s a score someone can act on.

Goals

1. Get passive health data in front of both members and coaches, with zero manual logging.
2. Deliver scores a coach can act on, not raw sensor streams.
3. Cover the devices members use without building integrations one by one.
4. Make health data core to more personalised, science-backed coaching at scale.

The solution

The same score, two jobs

One Sahha data layer powers both sides of the coaching relationship. Members see their wellbeing, sleep, activity, and readiness scores update automatically inside the NOWFit app. Those same scores flow into each client’s profile on the coach dashboard. One integration, two products. And because Sahha scores from passive phone data as well as wearables, members without a device aren’t invisible to their coach.

One SDK instead of a stack of device APIs

NOWFit integrated Sahha once. On the device side, the SDK handles the connection to Apple HealthKit on iOS and Google Health Connect on Android, including permissions, background data collection, and syncing to the Sahha API. Wearables that write into those platform health stores (Garmin, Fitbit, Oura, Whoop, Apple Watch) come along for free — no per-vendor API keys, auth flows, or webhook maintenance.

Core integration took under two weeks: SDK in, wearable data flowing and scored. The remaining time went into surfacing the scores natively in the client app and coach dashboard the way NOWFit wanted. Every future device API change is handled on Sahha’s side, permanently off their plate.

“Wearable plumbing isn’t our core competency, coaching software is. It made no sense to sink our engineering time into something Sahha already does better than we could.”

Clean health scores, straight into the AI

Sahha doesn’t hand over raw data. On-device signals are processed into validated sleep, activity, readiness, and wellbeing scores derived from the underlying biomarkers, available via REST API and webhooks — so NOWFit’s backend consumes structured score events instead of polling and cleaning raw time-series. Building that scoring layer in-house would have required a dedicated data science effort; instead, their team consumed an endpoint. Clean, structured scores also give an AI layer like LIFT AI physiological context to build on.

Under the hood, the flow is simple:

1. The Sahha SDK in the NOWFit app collects from the platform health stores.
2. Sahha processes the signals into biomarkers and scores.
3. Scores land in NOWFit’s backend via API and webhooks.
4. They’re surfaced natively in the member app and coach dashboard.

NOWFit owns the product experience end to end; Sahha stays invisible infrastructure.

From data to decisions

Coaches spot recovery and readiness trends at a glance and adjust training load, rest days, and check-ins accordingly.

“It turns data most coaches never had access to into everyday coaching decisions.”

Results

1. Core integration live in under two weeks: wearable data flowing and scored, then surfaced natively in both the client app and coach dashboard.
2. Realistically many months of engineering and a dedicated data science hire avoided, compressed into a couple of weeks at a fraction of the cost.
3. Ongoing device maintenance taken off NOWFit’s plate entirely, with that engineering time going straight back into the coaching product.
4. Passive health scores live in both the member app and coach dashboard, with zero manual logging and passive phone data covering members without a wearable.
5. Coaches adjust training load, rest days, and check-ins based on readiness and recovery trends.

Why it matters

NOWFit’s focus is coaching tools. Sahha’s focus is the health data layer underneath them. Together, data most coaches have never seen now drives everyday decisions — on a platform built by a small team without a data science function.