Pelumi Adesina is the Founder and CEO of Grow Kinesis, Africa’s first comprehensive wellness platform. With a background in Human Kinetics and Health Education from the University of Lagos and over eight years of experience as a certified strength and conditioning coach, Pelumi is passionate about making fitness and healthy living accessible and culturally relevant. His journey as a multi-sport athlete and coach has fuelled his mission to bridge the gap in wellness solutions across Africa. In this interview with Lehlé Baldé, he speaks on how he is empowering individuals, groups and trainers with personalised fitness programs, localised nutrition plan, building an ecosystem and innovative tools, transforming the wellness landscape across the continent through Grow Kinesis.

What is the origin story of Grow Kinesis, and how does it reflect your personal journey in wellness and innovation?

Grow Kinesis is as much a reflection of my personal journey as it is a solution for a greater need. It all began during my time as a student-athlete at the University of Lagos. My friends called me “Dumbbell” – not because I had massive biceps, but because I was relentlessly dedicated to sports and weights I often couldn’t quite handle. Imagine David versus Goliath, except David is lifting heavy on a meal plan we all know as “0-1-0″—essentially, skipping meals more often than I attended morning lectures.

As a broke trainer and student-athlete (playing multiple sports) with big dreams of playing in the NFL, I had to get creative. Between dodging our coach’s gruelling training sessions, training myself and building strategic friendships with better-fed teammates (which later became lifelong friendship), I realized I wasn’t just chasing physical strength; I was looking for sustainable solutions to wellness. That realization was the seed for Grow Kinesis.

The name itself reflects that journey: “GROW” is rooted in the coaching model—Goals, Reality, Options, and Will—while “Kinesis,” meaning movement, underscores our commitment to progress. Grow Kinesis became the answer I was searching for: a personalized, culturally relevant approach to fitness and wellness that’s accessible and practical.

Fast forward to today, and Grow Kinesis is transforming how Africans approach wellness. We’re not just offering fitness programs; we’re building a movement—one that understands your lifestyle, your cultural context, and your unique journey. Whether you’re a student making ends meet or a professional navigating endless work demands, Grow Kinesis is here to help you achieve your fitness goals without losing your sense of self—or your sense of humor minus the judgment about your occasional affair with late-night jollof rice.

This is the revolution. It’s wellness, redefined.

Wellness is becoming increasingly individualized. How does Grow Kinesis balance personalization with scalability across diverse markets?

Let’s face it: many people share the same struggles when it comes to wellness. You pay for a gym membership but have no idea what to do when you get there. You’re handed a diet plan full of “Yankee-based” meals that cost more than the gym itself. Or worse, you get stuck with a generic trainer offering a one-size-fits-all program. These frustrations are all too common—and they’re exactly why Grow Kinesis was created.

At Grow Kinesis, we’re not just providing fitness solutions; we’re redefining the entire experience. Our platform focuses on three key pillars: delivering expertise, creating true value for money, and championing preventive medicine as a cornerstone of healthy living.

We use technology to strike the perfect balance between personalization and scalability. Our platform connects users with fitness and wellness experts who design personalized workout programs and culturally relevant nutrition plans. For example, instead of offering impractical meal plans, we incorporate local ingredients and dietary habits, making wellness accessible and relatable.

Scalability comes from our community-driven approach and strategic partnerships. Trainers and corporate clients use our tools to manage multiple users efficiently, while our digital platform ensures a seamless and standardized experience for everyone. By blending technology, cultural insight, and community engagement, we’ve built a wellness ecosystem that is both deeply personal and universally scalable.

Grow Kinesis ensures that wellness isn’t just for the privileged few—it’s a journey anyone can embark on, no matter where they’re starting from.

Your fitness analytics tool for trainers is groundbreaking. How do you see this technology redefining the trainer-client relationship?

Our fitness analytics tool or platform as I like to call it is a game-changer, empowering trainers with real-time data and insights into their clients’ performance, progress, and engagement. This technology transforms the traditional trainer-client relationship by introducing a new level of transparency and accountability. Trainers can design highly effective, personalized programs based on measurable results, make dynamic adjustments, and track progress with precision—all in one seamless process.

Beyond efficiency, this platform strengthens trust and communication. Certified trainers can showcase tangible outcomes, reinforcing the value they bring to clients. This not only enhances client satisfaction and retention but also elevates the trainer’s role from a fitness instructor to a data-driven wellness partner. By automating tasks like program design and progress tracking, trainers can focus more on what truly matters: motivating, coaching, and building meaningful connections with their clients.

However, we recognize that the industry faces a challenge: not all trainers are adequately qualified as fitness or nutrition experts. At Grow Kinesis, we address this head-on with our “Train the Trainers” training program. Before onboarding any trainer onto our platform, they must complete a rigorous three-module curriculum covering training methods, exercise physiology, and biomechanics. Taught by industry leaders, this program ensures every trainer meets our high standards.

To date, we’ve vetted over 30 trainers and continue to train more, ensuring our clients receive not only cutting-edge technology but also the best expertise in the field. By redefining the trainer-client relationship and setting a new standard for professional training, Grow Kinesis is leading the way in delivering an unmatched fitness experience.

Localized nutrition is a unique focus for your platform. How does this approach address cultural and regional differences in wellness practices?

I am sure by now I sound like a broken record, because localized nutrition is at the core of Grow Kinesis because we understand that wellness is most effective when it aligns with cultural and regional realities. Our platform provides meal plans that incorporate locally available, affordable ingredients, making healthy eating both accessible and sustainable for people across diverse regions.

This approach respects cultural food preferences and dietary habits, ensuring users feel connected to their wellness journey. For instance, instead of prescribing foreign ingredients like quinoa or kale, we focus on familiar, nutrient-rich options like ugwu (easily sourced from local markets), amala and ewedu, or masa with fura. These are foods people enjoy, can readily find, and can afford—making healthy living seamlessly fit into their everyday lives.

By bridging global wellness trends with local practices, Grow Kinesis not only encourages adherence to healthier lifestyles but also celebrates the richness of African cuisines. This culturally aware strategy fosters inclusivity, empowers communities to prioritize health without sacrificing tradition, and redefines wellness as something everyone can embrace and we are just starting with Nigeria.

Corporate wellness programs are often underutilized. How does Grow Kinesis ensure engagement and measurable outcomes for organizations?

There’s growing awareness of the importance of wellness in the corporate world. Organizations are investing in HMOs, hosting retreats, games weeks, health weeks, and health testing. These initiatives highlight the shift toward preventive medicine and the recognition of wellness as a tool for fostering team bonding, reducing sick leave, and improving overall staff well-being.

At Grow Kinesis, we’ve partnered with organizations such as Showtime Pro, Total Energies, Platform Petroleum Limited, the University of Lagos, and VFD Bank, among others, to design tailored wellness programs that align with the specific needs and goals of their workforce.

Our approach combines offline and digital solutions to maximize impact. HR teams and wellness coordinators can track participation, monitor progress, and measure key outcomes such as increased productivity, reduced absenteeism, and improved employee satisfaction. By integrating team-based challenges, professional trainers, and user-friendly tools, we create an engaging and supportive environment that keeps employees motivated and committed to their wellness goals while still being productive at work at the same time.

Moreover, our emphasis on preventive wellness not only boosts employee morale but also helps organizations lower long-term healthcare costs. Grow Kinesis ensures that corporate wellness programs aren’t just initiatives—they’re strategic investments that benefit both the workforce and the organization’s bottom line.

What do you see as the biggest untapped opportunity in the wellness industry, and how is Grow Kinesis poised to seize it?

The biggest untapped opportunity in the wellness industry, I would like to say, lies in integrating culturally relevant solutions—such as localized nutrition—with usable and scalable technology to make fitness and wellness accessible to underserved populations. In Africa, this gap is especially pronounced due to the limited availability of affordable, inclusive platforms that address unique regional challenges.

Grow Kinesis is uniquely positioned to bridge this gap. By leveraging technology, cultural insights, and strategic partnerships, we deliver fitness programs and nutrition plans tailored to local preferences, ensuring they are relatable, practical, and effective. Our emphasis on affordability and accessibility ensures that wellness isn’t just a luxury but a reality for more people.

Additionally, we empower wellness professionals with data-driven tools to expand their reach and impact, creating a ripple effect across communities. By focusing on community engagement and addressing the specific needs of African markets, Grow Kinesis taps into the growing demand for digital wellness solutions while redefining how wellness is experienced across the continent.

Technology and wellness are merging rapidly. How does Grow Kinesis stay ahead of trends like AI, wearable tech, and real-time data tracking?

At Grow Kinesis, our core focus is on delivering expertise and building a value-driven community. We embrace technology at every level to drive innovation and ensure accessibility—a value central to our mission.

Wearable tech integration is a key part of our approach, enabling us to track real-time metrics such as heart rate, steps, and activity levels. These insights empower users to monitor their progress while equipping trainers with actionable data to refine programs and enhance engagement.

Our dedicated tech team constantly monitors industry trends and collaborates with tech innovators where needed to stay ahead of the curve. By integrating advancements like AI, wearable tech, and real-time data tracking with cultural relevance and user-centric design, we don’t just want to keep up with the evolving wellness landscape—we intend to.

Your platform serves multiple audiences—individuals, trainers, and corporations. How do you ensure each group’s needs are met seamlessly?

Grow Kinesis is designed as a comprehensive platform to cater to the specific needs of individuals, trainers, and corporations through two modules: one for admins, including trainers and HR or wellness coordinators, and the other for end-users.

For individuals, we provide personalized fitness programs tailored to their specific goals, along with localized nutrition plans that incorporate familiar and accessible ingredients. To enhance engagement, we include features like community challenges and group chats, ensuring an interactive and motivating wellness journey.

For trainers, the platform offers advanced tools that enable them to create customized workout programs, track client progress, and manage multiple clients effectively. This empowers trainers to deliver exceptional services and expand their reach while maintaining high-quality standards.

Corporations benefit from our tailored wellness packages, which include team-based fitness challenges, preventive health initiatives, and tools to monitor employee participation and outcomes. These programs help organizations foster a healthier workforce and achieve measurable results, making wellness an integral part of their strategy.

By using adaptable technology, Grow Kinesis ensures that the unique needs of each audience are addressed seamlessly, creating a cohesive experience that allows everyone to thrive within the ecosystem.

With wellness being a competitive market, what key partnerships or strategies are essential for Grow Kinesis’ long-term success?

Long-term sustainable success for us at Grow Kinesis focuses on building strategic partnerships and leveraging targeted strategies. Collaborations with organizations like the NHIS and HMOs will allow us to develop preventive medicine insurance plans tailored to our users. Partnering with local gyms, trainers, and wellness influencers will strengthen our ecosystem and enhance our reach. Partnering with local farmers and food solution start-ups to promote localized nutrition as well as sustained corporate engagement for employee wellness programs ensures we remain a key player in organizational health initiatives.

Integrating advanced technology into our offerings further positions us as a leader in the wellness space making us a trusted brand. By combining these partnerships with our unique value proposition, we are ready to take over not just Africa but the world.

Five years from now, how would you define success for Grow Kinesis—not just in numbers, but in terms of industry impact and personal fulfilment?

To be honest five years from now, success for Grow Kinesis will go beyond generating significant revenue or “hooge” numbers, though we need money to sustain operations and build this. True success for us as a business will be by our ability to establish Grow Kinesis as the leading wellness platform in Africa.
This means empowering thousands of trainers with the tools they need to expand their reach and build sustainable income streams, while fostering a vibrant community where wellness is accessible to everyone. We also want to break down barriers to health and wellness in general and promoting healthier lifestyles across diverse populations.

On a personal level, fulfilment would come from reflecting on my journey—from a scrawny student-athlete with big dreams to someone who created a platform that truly made a difference. Being able to look back and say, “I did it. I made an impact,” would be my ultimate reward. Grow Kinesis is not just a means to an end; it’s the story of my life and plenty others, and my growing baby—one that is outpacing even my expectations.