The venture will offer a range of activity and nutrition management programmes to help users take control of their lifestyles. Revenue will be generated through subscription fees.
The start-up has appointed branding agency Naked Flame to create its brand identity. The Naked offshoot has been tasked with developing a logo, website, strapline and a communications strategy for Fitbug's launch, planned for next year.
Fitbug has allocated funds for an advertising campaign, but has not yet decided when to roll out the activity.
LA Fitness founder David Turner is backing Fitbug's launch, along with a consortium of industry leaders.