Independent app studio · Copenhagen
Mads Media makes iPhone apps for sleep, training and nutrition. Every one of them is designed, built and supported in house — and each is explicit about where your data goes, because they don't all work the same way.
Health, sleep and sport, each built for people who want the detail rather than a number and a smiley face.
Listens while you sleep and works out what happened — stages, disturbances, how your routine actually maps to your nights. The audio is analysed on the phone as it's recorded and is never uploaded anywhere.
Turns a photo into a physique assessment — composition score, area-by-area breakdown, a body fat estimate, and a training plan that adapts as things change. The photo is processed on your phone.
Drills and training plans built around your position, with your sessions, runs and clips kept in one place. Film a touch and the app breaks down what it can actually see — and tells you when it can't see enough, rather than guessing.
Most studios put one privacy sentence on the homepage and leave it there. These apps genuinely differ, so here is the honest version, app by app.
| App | Processed where | What that means |
|---|---|---|
| Sleepr | Entirely on your iPhone | Audio is analysed as it's recorded and never leaves the device. Nothing is uploaded, stored on a server, or seen by anyone else. |
| LEAN | Entirely on your iPhone | Photos are analysed on-device. They aren't sent anywhere for processing. |
| Baller Lab | On your phone and on a server | Video is never uploaded — a handful of still frames are taken from it on your phone and sent for analysis, then discarded. Training history is stored on servers in the EU so it survives a reinstall. |
Baller Lab works differently from the other two, and it would be easy to gloss over that. Analysing football technique needs a model too large to run on a phone, so those frames leave the device. Everything else about how the app treats you should still hold: it doesn't sell data, doesn't run ads, doesn't track you across other apps, and doesn't tell you things it hasn't measured.
Mads Media is Mads Drejsig Thorsen, working out of Copenhagen. Design, code, support and the awkward bits in between — all in house, which is why there are three apps rather than thirty.
The apps share a bias rather than a category: show people what's actually there. A sleep score that can't tell you which night was bad is a decoration. A physique estimate that flatters you is worse than none. A coaching app that invents feedback on a clip it couldn't read is doing real harm to someone trying to improve.
So the rule across all three is the same — measure it, or say you couldn't.
Emails come to one inbox and are answered by the person who wrote the app.