Who We Are

Our passion is to help people live happier lives by helping them manage their wellness through the use of technology. We are an enthusiastic team, committed to providing both individuals and organizations with simple, powerful and effective Digital Wellness solutions that create long lasting behavioral changes.

We aim to generate a feeling of positive energy around everything we do. For ourselves, for the companies we work with, and for the users of our products. We believe that the better people feel about themselves, the more they will be able to accomplish, so we’ve created our products and programs to empower people to live their healthiest and happiest lives possible.

Starting in North London in 2005 as a wearable technology provider, we’ve evolved to become one of the world’s leading platforms for Digital Wellness, with offices in London, Chicago and Los Angeles, and clients and customers around the globe.

Our Team

Donald Stewart

Chairman of the Board

Donald has extensive experience with AIM quoted companies and a proven track record within the growth arena ...

He also has over 25 years of legal experience in corporate finance, mergers and acquisitions, and related corporate, insolvency and regulatory issues.

Donald is a director of Bagir Group, was previously on the board of Progility Plc, and has been a corporate partner with three different UK law firms. He has written extensively on matters affecting SME financing and regulatory developments in publications such as the Financial Times, Bloomberg Law Reports, Management Today and the International Financial Law Review.

Anna Gudmundson

Group CEO

Anna was appointed as Chief Executive of Fitbug Holdings Plc in August 2015 ...

Prior to joining Fitbug, she ran her own product consultancy, focused on the mobile, software, online products, and big data sectors where she advised on product and business-related matters such as positioning, price models, loyalty, user experience, technology, process, team, and consumer behavior.

With over 10 years of management experience in the technology sector, specializing in digital services in both start-up and blue chip companies, Anna brings a clear vision for the business, a strong focus, and the right experience to deliver the plan and accelerate the business into profit.

Jake Vander Zanden

VP Business Development US

Jake is a 25-year veteran of the medical device business, driving rapid growth, globalization, and profitability ...

He has completed business turnarounds, driving fast and continuous growth for companies. Most notably, with his team, Jake drove the doubling of Allergan’s Consumer Eye Care business in just two years, exceeding $200 million in sales

Ruth Hutchinson

Business Development Director EMEA

Ruth has over 15 years of experience working with corporates, supporting and introducing them to benefit systems and health and wellness solutions ...

Ruth has worked with a variety of companies, from large multinationals, to SME’s and small start-ups, helping them improve their revenue potential by providing them with expert advice on corporate wellness implementation and successful business development strategies.

In addition to her experience, Ruth brings with her a network of trusted relationships within the broker and benefit consulting communities across the globe.

The evolution of Fitbug


Fitbug is founded


Introduction of ‘device + advice’ to corporate market


Launch of the online corporate challenge platform


First to offer device-neutral tracking and training plans


Fitbug becomes a Digital Wellness solutions provider