About Level
An AI coach that actually coaches.
Level exists because most fitness apps hand you a generic plan and walk away. The good ones cost hundreds a month and still can't see how you're actually training. The great human coaches cost thousands a year and have waitlists.
We thought the job of a coach — translate decades of exercise science into the right program for this person, this week, with this data — was a job AI could finally do well. Level is that coach.
The co-founders
Stefan Johnson
Co-Founder, Frogbear Ventures
Stefan is the coach-side founder. He owns Level's programming logic, the evidence base the AI reads from before every recommendation, and the long-form content on training while on a GLP-1, lifting for fat loss, and the methodology behind the plan you get. He's a lifelong lifter — not a certified trainer (see the FAQ below) — and reads every customer support email himself at stefan@frogbearventures.com.
“I built Level because the coach I wanted didn't exist — one that actually reads my training data and adjusts week by week, without the $300/hr bill.”
Aaron Hazen
Co-Founder, Frogbear Ventures
Aaron is the engineering co-founder. He built and maintains the AI coaching agent, the knowledge layer grounding it in published research, and the analytics that catch when a recommendation isn't landing. The code that turns coaching frameworks into something that actually shows up in your pocket every morning is his.
“Coach-level programming used to be a luxury. We're putting it in your pocket for less than a couple of protein shakes.”
Something not working? Want a feature? Email stefan@frogbearventures.com. It goes straight to us.
How we program
Level isn't a random workout generator. Every plan applies the same principles a good strength coach would use — but for you, from your data, continuously.
Periodization, not random workouts
Every program Level builds moves through hypertrophy, strength, and peaking blocks. Your training load, rep ranges, and volume land on a plan — not a mood.
Progressive overload, measured
We track every set. If you're stalling, Level adjusts loads, rest, or volume before you plateau. If you're ahead of pace, it pushes harder.
Deloads based on fatigue, not the calendar
Recovery weeks fire when your data — logged RPE, missed reps, subjective readiness — says you need one. No more pre-scheduled easy weeks you don't need.
Nutrition that matches your training
Macro targets shift on training vs. rest days. More carbs when you need them, slightly less when you don't. Calories tied to a real body-comp goal, not a generic TDEE guess.
Coaching that adapts to your level
Beginners get simple instructions and volume ramps. Intermediates get RPE and exercise substitutions. Advanced lifters get volume landmarks, block periodization, and peaking protocols.
The science behind it
Level's coaching logic is grounded in the same frameworks used in strength & conditioning literature and sports nutrition research.
Progressive Overload & Periodization
Programs draw on the principles of undulating periodization (DUP), block periodization, and linear progression — standard frameworks in strength & conditioning literature.
RPE & RIR-Based Load Prescription
Rate of Perceived Exertion (RPE) and Reps in Reserve (RIR) let Level prescribe load based on how you actually feel that day, not a fixed percentage of an outdated 1RM.
Volume Landmarks
Weekly set counts follow established MEV/MAV/MRV ranges from hypertrophy research — enough to drive adaptation, not so much that recovery suffers.
Evidence-Based Nutrition
Macro targets come from peer-reviewed recommendations on protein intake for trained individuals (1.6–2.2 g/kg), energy balance for recomposition, and carbohydrate periodization around training.
Honest answers
Fitness is a category where credentials matter. Here's what we are, what we're not, and how to think about whether Level is right for you.
Are the founders certified personal trainers?
No — we're founders, not certified trainers. Level's coaching logic is built on published exercise-science frameworks (periodization, progressive overload, RPE-based load prescription, MEV/MAV/MRV volume landmarks, evidence-based protein and energy targets) rather than personal credentials. The AI coach references those frameworks the same way a good trainer would, and we're transparent about which sources every recommendation comes from.
Where does Level's training advice actually come from?
From peer-reviewed strength & conditioning research, established programming methodologies (block periodization, daily undulating periodization), and the practical knowledge documented in NSCA and ACSM literature. Where Level's blog cites specific studies, every source is linked at the bottom of the article. The AI coach itself is built to reason from those frameworks, not to invent them.
Is Level safe for someone with a medical condition or injury?
Level is a coaching tool, not medical advice. If you have a medical condition, are returning from injury, are pregnant, or have any specific medical questions, consult a licensed healthcare provider before starting a new exercise or nutrition program. Level can adapt your training around restrictions you tell it about, but it can't replace a clinician's diagnosis.
What happens if Level's recommendation is wrong for me?
You can override or adjust any prescription — change exercises, swap volume, push or pull back intensity. The AI coach learns from those adjustments and updates the next week's plan accordingly. If something feels persistently off, email stefan@frogbearventures.com and we'll dig in personally.
Our mission
“Put a coach-level fitness experience in the pocket of anyone who wants one — for less than the cost of a single personal training session.”
Give Level two weeks
14 days free. Cancel anytime. If it doesn't feel like the smartest coaching you've tried, move on.
Start Your Free Trial$20/month after trial. Cancel anytime.