Coya Unveils Rebrand, Combining Performance Coaching with Longevity

Executives, college teams and first responders can access a team of experts to assist with longevity-focused practices, including fitness training, nutrition and sleep health

The Nicoya Peninsula in Costa Rica is known for its high population of centenarians. The newly rebranded wellness app, Coya, aims to replicate this success by offering a personalized approach to longevity.

Formerly known as the OWN IT App, Coya has launched its rebranding, providing members with access to expert guidance, wearable technology, and customized wellness plans. The app integrates coaching with biometric data to promote sustainable habit change.

Named after the Nicoya Peninsula, the app pays tribute to one of the world’s highest centenarian populations. As of 2020, 44 centenarians called the peninsula home and the “longevity hotspot” hosts researchers from around the world to study aging and life expectancy.

Previously focused on training elite athletes—including Olympians, Super Bowl MVPs, and World Series champions—Coya now extends its services to a broader audience, including collegiate athletes, executives, Fortune 500 companies, and first responders.

The app’s coaching team features experts like co-founder and former NCAA DI coach Nicholas Wooters, performance and nutrition coach Dayna McCutchin, and NCAA DI performance coach Sam Zanders.

Jason Mejeur, founder of the original OWN IT App and now Coya’s CEO, notes the similarities between the habits of centenarians and elite athletes.

“Years of working with elite athletes and studying centenarians revealed that high-performance habits among athletes and special forces closely mirror those of long-living individuals,” Mejeur said. “This insight led to the creation of Coya, a system designed to help clients develop and maintain habits that support healthier, higher-performing lives.”

While Coya continues to support athletes, its expanded focus is now on human longevity, applying principles that enhance athletic performance to sustainable, healthy living over the long term.

Central to Coya’s approach are the “8 Controllables,” which include daily practices related to nutrition, exercise, hydration, sleep, self-care, immune function, environment, and mindset.

Coya uses wearable data in conjunction with expert coaching to create 10-week wellness plans tailored to individual members, aiming to improve fitness habits. Research suggests that wearable technology alone is insufficient for lifestyle change; however, simple daily physical activity can increase the likelihood of healthy aging.

“For many, wearable data alone isn’t enough to drive sustainable behavior change or optimize health and wellness,” Mejeur said. “Coya offers personalized roadmaps based on biometric data to help individuals adopt a healthier lifestyle.”

Coya’s latest data shows users have gained an additional 67 minutes of nightly sleep, a 28% improvement in stress management, and a 10% increase in restorative sleep.

See also: The Gym as a Clinic: Fitness Facilities Embrace Health & Longevity

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