This article is a part of Poland Unpacked. Weekly intelligence for decision-makers
It is not only athletes and patients who need to stick to a diet. Losing excess weight requires a conscious approach to what – and how much – one eats. The health boom and the need for tools that make long-term nutrition control easier have fueled demand for calorie counters and similar solutions.
The biggest beneficiary has been Poland’s most popular app in this category: Fitatu. In 2025, its users shed more than 3.2 million kilograms, and in the first week of January this year they logged nearly 15 million meals.
The company was founded by Wojciech Wrzaskała and Dominik Golenia, who in 2003 sold the dating service Sympatia.pl to Onet. They have now relinquished control of their next venture.
In a transaction worth more than PLN 30 million (around EUR 7 million) – including the buyback of part of the shares and a capital injection – a group of 20 investors acquired 53 percent of Fitatu. Most are linked to the technology sector. They include Maciej Zientara and Wojciech Duda, investing through Supernova Group; Sławomir Nitek, former chief executive of Action Polska; the entrepreneur André Gerstner; and Ideo Software. Jakub Biczkowski also joined as an investor and has been appointed chief executive of Fitatu.
“Fitatu has reached a point where a change of the guard is the natural next step. This is not a departure from the existing vision, but an expansion of it on a much larger scale,” says Wojciech Wrzaskała, co-founder and former chief executive of Fitatu.
From meal plans to a calorie counter
Until now, the company’s only investor – and one that remains involved – was a venture capital fund managed by SpeedUp Group. In 2016 it invested nearly PLN 4 million (around EUR 0.9 million) for roughly 18 percent of the shares, implying a valuation of about PLN 20 million (around EUR 4.5 million). At the time, Fitatu was still taking shape, built on the founders’ earlier diet-focused business, Vitalia.
“Our shared goal was to move from a browser-based solution to a mobile app and to expand abroad. And that worked. In Poland, Fitatu has effectively become synonymous with a calorie counter [calculating the caloric value and macronutrient content of individual dishes, and even ingredients – ed.],” says Bartłomiej Gola, founder of SpeedUp Group and a partner in the S20 fund.
He admits that while there was no major pivot – a change of direction typical of start-ups – the path was far from smooth. Acquiring customers for paid nutrition plans within the app proved difficult, despite substantial marketing spend.
“We could see the megatrend around the need to take care of one’s health, but we did not manage to align well with consumer expectations. That is why in 2019 the company took a step back and started with a simple, essentially free calorie counter. It gave us momentum, and over time we expanded the offering, including paid features,” Mr. Gola recalls.
They sold Sympatia – and handed over control of Fitatu
The investor stresses that in subsequent years Fitatu could have raised far larger amounts of capital. It chose not to, for two main reasons.
“First, the business was profitable and could finance its own growth. Second, the founders – who until recently held 72 percent of the shares – were not ready to give up control. But after more than a decade of building this business, and after creating a second flagship consumer product in its category after Sympatia, they decided to partially cash in on their success and diversify risk. Moreover, we all agreed that to move to the next stage of development and sustain growth of around 40 percent a year over the coming years, Fitatu now needs a different set of competencies,” explains Bartłomiej Gola.
Explainer
Sympatia
Sympatia.pl was launched in 2002, so it predates Tinder by over a decade and became the go-to matchmaking site for Poles during the early internet era. The name itself means "affection" or "fondness" in Polish, which reflects a slightly more earnest, relationship-oriented approach than many modern dating apps. It essentially brought online dating to another level in Polish society.
In 2023, the company generated PLN 26.2 million in revenue (around EUR 5.9 million) and about PLN 3 million in profit (around EUR 0.7 million), both operating and net. A year later, profit declined to roughly PLN 2.4 million (around EUR 0.5 million) – a level similar to 2022 – while revenue increased to PLN 29 million (around EUR 6.5 million).
These figures, however, still include the diet-focused part of the business (Vitalia), which was sold in mid-2025. The Fitatu product alone increased revenue by 45 percent last year, to around PLN 20 million (about EUR 4.5 million), while EBITDA rose by 130 percent.
Chodakowska and Kavoukis exit, SpeedUp fund stays, new investors step in
Bartłomiej Gola explains the structure of the current transaction by noting that the company was not yet ready for an industry-focused investor. The valuation that could have been achieved would not have reflected the company’s real worth.
“That is why we assembled a group of investors ready to provide support across various areas for at least two to three years. By that time, we aim to scale the company severalfold. It should then be attractive enough for a large financial or strategic investor. That said, we are not planning to sell it at any cost,” says the S20 fund partner.
Ewa Chodakowska and Lefteris Kavoukis, who had previously acquired Vitalia, have now sold their stakes in Fitatu – shares they had received as part of their collaboration in the diet segment. The founders retain around 26 percent and remain involved as advisors. Meanwhile, the group of investors, including S20, acquired a 53-percent stake through the special-purpose vehicle FIT SPV. The remaining shares continue to be held by the SpeedUp Innovation fund.
Explainer
Ewa Chodakowska
Ewa Chodakowska is Poland’s most recognizable fitness personality and wellness entrepreneur. Since the early 2010s, she's built a fitness empire that has genuinely shaped how Poles approach exercise and healthy living.
Through her workout DVDs and YouTube videos she brought professional training into Polish living rooms. Her approach was practical and encouraging rather than intimidating, which resonated with millions of Poles who wanted to get fit but felt excluded by traditional gym culture.
She’s become somewhat of a cultural phenomenon beyond just fitness. Poles either love her motivational energy or find it over the top, but nearly everyone knows who she is. Her catchphrases and enthusiastic coaching style have been both celebrated and parodied in Polish pop culture.
A rare type of transaction in Poland
Between 2010 and 2024, SpeedUp executed over 140 investments totaling around PLN 150 million (approximately EUR 33.5 million). Fitatu is considered one of the standout successes.
“Dividends alone have already returned a significant portion of the capital we invested. However, we believe the real financial success will come from selling shares in the coming years, which is why we remain shareholders,” says Bartłomiej Gola.
He acknowledges that a transaction like the one just completed with Fitatu is still highly unusual in Poland. It sends a signal to the market that similar deals are possible.
“We already have quite a few start-ups in Poland that need a growth impulse, and the VC funds involved will eventually have to sell at least part of their stakes. We are ready to assemble a consortium of investors who can provide both capital and the know-how to navigate the next stage. It is not the cornerstone of our strategy, but we will seize opportunities as they arise,” Mr. Gola adds.
Expert's perspective
The environment favors similar transactions
As part of its exit from the VC sector, MCI wanted to sell its stake in medtech company Sidly. As AIP Seed, we had been involved in the project from the very beginning. Seeing further potential, we, together with several other investors, bought the shares from MCI and business angels in 2021. Since then, the company has roughly sextupled its revenue, reaching around PLN 18 million (about EUR 4 million) in 2025, significantly increasing its value.
Many start-ups in Poland are, in a sense, “stuck.” The VC funds invested in them are either unwilling or unable to provide the necessary capital, while at the same time they do not want to lower valuation expectations. In such cases, bringing in investors willing to guide the company through its next stage of growth often seems to be the only path forward.
The conditions in Poland are increasingly favorable for more transactions of this kind—for several reasons. First, the number of companies that have already moved beyond the classic VC phase is growing. Second, the role of small individual investors today is far greater than it was a decade ago. Third, more large private investors are open to such projects. Examples include the activities of Rafał Brzoska or Paweł Ossowski from Zarys, with whom we carried out the Sidly buyout.
Former Wakacje.pl e-commerce chief takes the helm at Fitatu
The ownership change brought a leadership shift at Fitatu. Jakub Biczkowski is now at the company’s helm. He spent over a decade at Wirtualna Polska Holding and, since 2023, had been head of e-commerce at Wakacje.pl, the group’s leading travel segment company.
“I wasn’t planning to change jobs, especially since after WP Holding’s 2025 acquisition of the Invia Group [one of the largest foreign transactions by a Polish company, valued at over PLN 1 billion – ed.], I had the opportunity to build something truly large. Still, I decided to join Fitatu, seeing enormous untapped potential. I also became an investor, which reflects my belief in this business,” says Mr. Biczkowski, Fitatu’s CEO.
He emphasizes that he brings experience in two main areas. The first is scaling a business.
“I joined Wakacje.pl when the company was worth only slightly more than Fitatu is today. Over nine years, I participated – in various roles – first during an intense market acquisition phase, and later in defending the company’s leadership position,” Mr. Biczkowski explains.
The second area is digital product development, especially in artificial intelligence. Instead of pursuing an MBA, he completed postgraduate studies at the Warsaw University of Technology in neural networks and AI.
“They coincided with the ChatGPT boom, though I chose them because of a long-standing personal interest. Many managers today operate under intense pressure and struggle to implement AI rationally in their organizations. I learned to discuss it at a high level of technical detail and understand how to avoid a potential bubble burst,” the Fitatu CEO adds.
An edge built on artificial intelligence
The company emphasizes that it thrives in the age of AI and can quickly adapt to rapidly changing realities. Recently, it commissioned an external agency to compare the accuracy of its biggest global competitors in estimating calories from photos. Achieving a spot in the TOP 5 did not meet its ambitions.
“Through a series of actions, we were able within a few weeks to refine our AI function so that we became the leader in terms of the accuracy of results presented to users. This is a very important signal: a relatively small company from Poland can build the most effective tool in the world. Currently, 150,000 users are using the Premium+AI version of our app. The AI market is still young, which leaves many areas open for development. We can introduce significant functionalities first,” says Jakub Biczkowski.
In the coming months, Fitatu will add more features, including AI-driven tools that lower the barrier to keeping a food diary. At the same time, it is working on entering new categories while staying within the healthy lifestyle space. However, the earliest this expansion will take place is next year.
Expert's perspective
A good product addressing real needs
A decade ago, calculating the caloric value and composition of meals on your own was very difficult. Today, consulting specialists is still important in the case of illnesses, but for anyone simply aiming to lead a healthy lifestyle, apps like Fitatu are a major convenience. You no longer need to scour forums or track everything in Excel – as I had to do when I started training. A smartphone at hand is all that’s needed.
Consider the popularity of devices that monitor our activity. People enjoy checking various metrics and observing progress. Fitatu meets this need precisely. Moreover, it helps save time, which is becoming increasingly precious. People want to use it as efficiently as possible, freeing up more time for family or simply rest.
From a market trend perspective, fitness apps are increasingly evolving into personal digital advisors. They integrate data on activity, nutrition, and lifestyle into a personalized, easily accessible tool that supports everyday health decisions.”
More paying users in Poland and growing international revenue
Fitatu has around 1.2 million monthly active users, including roughly 240,000 subscribers. Over 90 percent of revenue comes from subscriptions, with the remainder from advertising. The company’s foundation remains the domestic market.
“With our current position in Poland, we see significant opportunities to improve monetization of our user base. Compared with competitors in other countries, we haven’t presented the benefits of the paid package effectively enough. We know how to increase the number of paying users by several tens of percent annually, potentially doubling it within a few years,” says Jakub Biczkowski.
He emphasizes that the company is in good financial health, with the biggest challenge being the diversification of revenue sources.
“Poland will remain very important to us, but we need to strengthen our international presence. Currently, over 80 percent of our revenue comes from the domestic market. In a few years, we expect that share to shift toward 60 percent, as we aim to grow our presence abroad,” the CEO adds.
Focus on Western Europe, especially the DACH region
The app is already fully translated into six languages. It has users across the globe, but outside Poland, the largest user bases are in Germany, the UK, France, the Netherlands, Italy, and Spain.
“Overall, we are looking at Western Europe. Our priority is the DACH market [German-speaking countries – ed.] because dietary habits are very similar – much more so than, for example, in Latin America. This allows our databases to overlap. At the same time, we plan to accelerate growth in other countries. We are currently defining the specific directions,” says Jakub Biczkowski.
He admits that just as the product must be tailored to users with different profiles, customer acquisition must also happen through multiple channels.
“Our app is used not only by people looking to shed a few extra kilos, but also by those who want to maintain weight, build healthy eating habits, monitor meal quality, and by athletes – both amateurs and professionals. The market is steadily expanding, so we aim to attract people who are just beginning to look for tools to keep a food diary. At the same time, we have the capability and ambition to capture some users from our competitors,” Mr. Biczkowski explains.
Among the companies Fitatu competes with, especially in the DACH market, is Yazio, which operates globally and claims around 100 million users. Mr. Biczkowski asserts that his company holds advantages in terms of effectiveness and pricing. Even though Fitatu is slightly cheaper abroad than its main competitors, it still achieves higher average revenue per user than in Poland. Acquisitions may support international expansion over time.
“At WP Holding, I participated in numerous acquisitions, so I could observe firsthand how to execute them successfully. It’s possible that I will apply that experience here. We have already analyzed Europe for potential acquisitions and see several potentially attractive companies. We treat this as one growth option and are open to discussions,” says Fitatu’s CEO.
Key Takeaways
- New CEO, new plans. The founders remain shareholders and advisors. Jakub Biczkowski, former head of e-commerce at Wakacje.pl (part of WP Holding), was appointed CEO. He plans to leverage his expertise in scaling businesses and implementing AI solutions, which will form the basis of Fitatu’s competitive advantage. His experience with acquisitions could also prove valuable. The company’s main goal is to strengthen its international presence in Western Europe, with a particular focus on the German-speaking DACH region.
- One investor was enough for years. Until now, Fitatu’s only investor – still actively involved – was the fund managed by SpeedUp Group, which invested nearly PLN 4 million (around EUR 0.9 million) in 2016 for roughly 18 percent of the shares, when the app was just emerging from the founders’ earlier diet business, Vitalia. Fitatu’s creators, Wojciech Wrzaskała and Dominik Golenia, who also founded the dating platform Sympatia, shifted from paid nutrition plans to a calorie counter. Over time, they added new features and grew the number of paying users to around 240,000, with 1.2 million active monthly users in total.
- A growth impulse was needed. In 2025, Fitatu generated approximately PLN 20 million (about EUR 4.5 million) in revenue, up 45 percent from the previous year. To maintain this growth trajectory and scale the business severalfold in the coming years, a new impetus was required. The founders were ready to give up control, prompting SpeedUp to assemble a group of 20 investors – including Maciej Zientara, Wojciech Duda, Sławomir Nitek, and André Gerstner – who acquired a majority stake in a transaction worth over PLN 30 million (around EUR 7 million). Within two to three years, they plan to engage with potential buyers.