The Team
Juan
Co-founder & Head of Technology
A software engineer who's always been building something, Juan has spent over 6 years in the AI space. He's worked as a researcher at MIT and then as an engineer at Google. He's been lifting for over a decade and always wanted to improve the fitness experience through technology. He now leads all technology at Amrap.
Ignacio
Co-founder & CEO
An engineer by background, Ignacio previously worked in the software strategy practice at EY-Parthenon and in EY's project finance team. He started lifting in his late 20s, saw the impact, and became set on helping others do the same. Ignacio now leads product and strategy at Amrap.
Our Story
Amrap began with Felipe, who left a career in dentistry to become a personal trainer. Training clients in person, he saw how powerful truly personal, real-time coaching could be, but also how limited and expensive it was.
He moved online to make coaching more accessible, and demand quickly grew beyond what one person could handle. That constraint sparked a bigger idea: what if expert, live coaching could scale?
That question became Amrap. Today, we're building the future of weight training from Brooklyn, NY, bringing personalized, real-time coaching to far more people.
Our Why
Strength training is one of the most powerful tools for living a longer, healthier life. Yet nearly three in five adults don't do any muscle-strengthening activity.
For most, it's not a lack of motivation; it's the weight room itself. Unfamiliar machines, experienced lifters everywhere, and no guidance when something goes wrong. It's overwhelming, and it pushes people away.
At Amrap, we're changing that. With affordable, real-time guidance, strength training becomes accessible to everyone, not just the confident few. We're redefining what it means to go to the gym, so anyone can walk into the weight room knowing exactly what to do.