In a bout of good karma, ElCoach - the Arabic-language fitness and nutrition app that only three days ago offered its services for free to promote social distancing - just announced a USD six-figure seed funding.

Investors include Endure Capital, 500 Startups (500 Falcons) and Wise Capital, along with local angel investors. ElCoach plans to use the round of funding to expand its team and increase marketing, focusing particularly on the Saudi market.

Founded in 2018 by Assem Emam, Saher Hassan and Muhammad Hazem, the fitness and nutrition app provides Arabic-language speakers with personalised body transformation programs through a combination of artificial intelligence and local chefs and coaches.

“In the Middle East, digital fitness enthusiasts have been forced to settle for English-language programs and non-local meal plans,” says co-founder Assem Emam. “ElCoach is here to change that. It recognises the language, cuisine, and unique needs of individuals in MENA.”

Most recently, the app has offered one month of its paid services - including a customised nutrition plan and direct communication lines with personal trainers and nutritionists - in the wake of gym closures and social distancing to curb the spread of COVID-19.