Joined March 2022
- Tweets 1,817
- Following 1,153
- Followers 845
- Likes 3,740
304 Photos and videos
Pinned Tweet
Apr 15
Apr 5
A peer-reviewed study on VR exercise found the least fit, least confident participants completed the most sessions
The people the fitness industry has failed the hardest are the ones showing up most in VR
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Sam Cole | FitXR retweeted
Konate LOVES his Vision Pro
Jun 11
Konate using his Vision Pro on the La Compagnie flight to Boston
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I've been thinking about nutrition tracking lately
The current apps work. They help you eat better... BUT only if you use them
(Spoiler: most don't)
I wanted to try and design something radically different
Something that indexed more on fun rather than macros
Something that was easier to form a habit around
Not sure I'm there yet... what do you think?
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Sam Cole | FitXR retweeted
Jun 12
Still can't believe how good Siri AI looks on Apple Vision Pro.
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Jun 11
Unsurprisingly charging docks do drive device retention
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A hill I'll die on
All mid/high end headsets should ship with a charging dock
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Sam Cole | FitXR retweeted
Jun 11
Apple doesn’t comment on unannounced hardware. That’s nothing new.
What I did hear throughout the keynote was “Apple Vision Pro” over and over again.
visionOS received massive updates, and many of them are fundamentally vision based. You can’t simply swap that out for screenless glasses.
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Sam Cole | FitXR retweeted
@weareFitXR shut down their Meta Quest ad spend entirely, then one marketer rebuilt it from scratch. Installs grew 4.8x while cost per install was cut in half.
Discover their tips to make your ad budget go further 👉 bit.ly/4xsWdzi
What they changed 🧵👇
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Jun 8
For the eventual true AR glasses
(and all the iterations of glasses and headsets that predate them)?
Jun 8
Wow -- Visual Intelligence on visionOS for items you are looking at in the real world. I wonder what this is preparing for!
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Jun 8
Most "personalised" fitness is a recommendation engine on a static video library
Not much more advanced than a Jane Fonda VHS from 1980
At @weareFitXR personalisation actually means dynamic, adaptive content built for the individual
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Jun 8
To every founder struggling to raise, bummed out by AI funding headlines
Raising is never easy. Those headlines are the anomaly, not the norm
We raised too much money once. It led to some of our worst decisions. Less might actually be in your favour
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Jun 7
Super cool
The best bit of AR for fitness is how it will unlock modalities outside and in the gym
This is just the beginning
May 31
🏃♂️ I've gamified my own run so I can race my own ghost with the Meta Ray-Ban Display.
I built a web app for the glasses, loaded a previous GPX from Strava, and dropped game mechanics on top.
Pick up coins when you keep pace, sprint zones reward extra points if you push, and a mini leaderboard on the lens shows how you're tracking against your past self in real time.
Best part: it actually works. Seeing your ghost 20 m ahead is a way stronger nudge than any number on a watch. 😅
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Jun 6
Jimmy Iovine made Beats normal by putting them on every athlete and every celebrity
VR/AR needs the same play. Get it on the people everyone else watches
Meta just hired Jim Shepherd from Snap to run exactly this play
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Jun 5
I used to think people would demo the Apple Vision Pro, be blown away by VR, then walk down the road and buy a Quest for 1/10 of the price
I now think they walked out assuming that's what a decent headset costs, and figured they'd come back in 5 years
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Jun 5
“For years we've filed these devices under AR or VR. Aura is a reminder that the labels were always temporary”
Jun 4
I tried XREAL's Project Aura at Google I/O and walked away convinced the AR/VR divide is collapsing.
Aura runs the full immersive version of Android XR, the same platform behind Samsung's Galaxy XR headset.
That means a headset-class app library on a pair of glasses that weigh under 95 grams.
The honest tradeoff is field of view. At 70 degrees it's wider horizontally than any smart glasses out there, but it won't wrap around you the way a VR headset does. Less vertical immersion, but far more wearable.
And yet there I was, playing Demeo through a pair of glasses.
For years we've filed these devices under AR or VR. Aura is a reminder that the labels were always temporary.
I'm so hyped @XREAL_Global @Google #GoogleIO
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Jun 4
Good news for the diehard Supernatural fans
And good news for VR fitness. We need more apps reaching more consumers and showing how awesome it is to workout in VR 💪
Jun 3
Meta mercifully spun out VR fitness game Supernatural instead of just killing it techcrunch.com/2026/06/03/me…
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Jun 4
We want @weareFitXR to be a highly creative organisation that runs like clockwork
Clockwork from Stripe. Buttoned-up operations. High autonomy. Nobody waits for permission
Creative from Pixar. Anyone can give notes on anyone's work. Output matters more than ego
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I have to say this again.
Here is what actually happened.
Apple did pause the Vision Air project last year, but not because it gave up on headsets. Internally, Apple concluded that Vision Air was still not light or thin enough. So the company chose a more aggressive path instead.
That new project is roughly similar in direction to Meta’s Phoenix, a much lighter and thinner headset. It is being developed by a separate, newer team inside Apple.
Apple will probably run another internal review toward the end of this year, comparing Vision Air with this newer, more aggressive direction, before making a final decision on which product to move forward with.
Jun 3
1. The Apple XR headset and smart glasses roadmap I put together about a year ago is no longer a useful reference. For now, only two smart glasses products remain visible in the roadmap.
2. The major overhaul was signed off by Apple's next CEO, John Ternus. This shift actually happened a while back. I'm just late updating the chart. I think removing the Vision Pro line was the right call, as Apple shifts resources toward smart glasses with greater mass-market potential.
3. My latest supply chain checks suggest Apple’s display-equipped AR/XR smart glasses device, powered by optical waveguides, has slipped to 2029. The display-less AI glasses, similar to Ray-Ban Meta, are still expected to ship in 2027.
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Jun 3
The Duolingo critique: you don't really learn the language
The assumed comparison is 2 months living in the country
The actual comparison is doing nothing
In fitness: if it's not an ultra-structured workout, it doesn't count
When in reality it's doing something or nothing
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Jun 2
The first @weareFitXR experience wasn't in VR
It was built for Magic Leap. Monsters erupting from a real boxing bag, or (boring) functional targets if monsters weren't your thing
You chose the visual layer like you chose your music
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Sam Cole | FitXR retweeted
May 29
VR Is Not For The Lazy👏🏾⚡️
At this point, @weareFitXR has genuinely become my virtual gym🥊🏃🏾♂️🏋🏾♂️The amount of updates, new classes, environments, and overall polish they’ve added over the last year has been seriously impressive👏🏾💥
That’s what a lot of people still don’t understand about VR! People keep thinking it’s lazy gaming until they actually put the headset on😆! Before they know it they’ve burned a crazy amount of calories 😮💨💪🏾
@SamCole you and your team are truly killing it🫶🏾! Folks really need to stop sleeping on the power of VR when it comes to fitness💪🏾
The Future Is Now… You Don’t Have To Wait🚀
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