Fleetly produces a fitness website and iPhone app. Their goal is to engage people in their fitness by making it so easy for people to track their fitness that they can move on to the main event - interacting with other people about their fitness through challenges, talk, and content. Their applications are unique in their integration of professionally created instructional content, personalized workouts, and in their deep social and competitive engagement. Specifically, Fleetly provides: Challenges at all different levels which gets users competing with each other and provides a basis for social interaction and engaged discussion  Points-based leaderboards to track standings and further enhance the competitive spirit  Custom workout generator incorporating goals, available time and equipment The Fitness Level, an estimate of overall fitness which has become a social currency in the discussions: users can easily compare with friends  Easy tracking and sharing of workouts, which provides a further basis for discussion