From prototype to production, at startup speed.
The in-house product studio of We The Flywheel. We build our own digital products with spec-driven development and agentic coding, shipping real software faster and at lower cost than a traditional team.
Updated 8 July 2026
The thesis
The cost and time to build software just collapsed. The teams that internalize that ship things the old process could never justify.
Traditional delivery burns most of its budget on coordination and rework. We start from a precise spec and let AI agents do the repetitive engineering under human review, so a small team ships what used to take a large one. Same accountability, a fraction of the time and cost. It is how we build our own products, and why the portfolio keeps growing.
How we think
- 01
AI at the center
AI is not a feature we bolt on at the end. It sits at the core of how every product is designed, built, and run.
- 02
Agent- and spec-driven development
We write a precise spec, then let coding agents do the repetitive work under human review. Intent first, leverage second.
- 03
Open data and systems
We favour open data and open systems wherever we can, so what we build stays portable, inspectable, and free of lock-in.
- 04
Humans at the edge
Technology is the means, not the point. People decide what ships, and we sweat the user experience and aesthetics until it feels right.
How we build
- 01 Our method
Spec-driven development
Every build starts from a precise spec, not a vibe. Clear intent up front means less rework, fewer surprises, and software that does exactly what we set out to make.
- 02 Our method
Agentic coding workflows
AI agents do the repetitive engineering under human direction. That compresses timelines and cost without giving up review, taste, or accountability.
- 03 Our standard
Prototype to production
We move from a working prototype to something real users rely on, with the testing, infrastructure, and polish that separates a demo from a live product.
- 04 Our craft
Design and engineering in one team
No handoffs across silos. Design and engineering sit together, so what ships is coherent end to end instead of stitched together.
What we build
Products people use weekly
Software built for real audiences in sport, endurance, and data. Tipmaster, AI Training Plan, and Find My Next Race are ours, designed, built, and run in-house.
The systems that run the group
Studio also builds the tools behind We The Flywheel itself, the platforms powering our media network, tool rankings, and editorial operations.
“A small team with the right leverage ships what used to take a large one.”
Press & recognition
Fast Company World Changing Idea 2026 Flywheel Motion Read → 
HotTopics Global CIO 2026 Thomas Prommer · Group CEO Read → In the press
- Why most companies still think too small about AI
- State of the CIO, 2026: CIOs set the course for AI ROI
- Partner ecosystem update: Best AI SRE Tools 2026 guide
As featured in
- HotTopics
- Fast Company
- AP News
- USA Today
- CIO.com
- Barchart
Common questions
What is Flywheel Studio?
An in-house product studio. We build and run our own digital products using spec-driven development and agentic coding, which lets us ship faster and at lower cost than a traditional team. Studio is where the group turns product ideas into live software.
How do you build so fast?
AI agents handle the repetitive engineering under human direction and review, so a small team ships what used to take a large one. A human engineer stays accountable for architecture, taste, and correctness. It is leverage, not a black box.
What products has the studio built?
Consumer and operator products across sport, endurance, and data. Tipmaster, AI Training Plan, and Find My Next Race are ours, alongside the internal platforms that run the Flywheel group.
Can Flywheel Studio build a product with us?
We are an in-house studio first. Occasionally we partner when someone brings a product to build or a clear vision to execute. If that is you, get in touch and we will tell you honestly whether it is a fit.
A quiet invitation
Have a product to build?
We are an in-house studio first. If you have a product to build or a vision to execute, tell us. We occasionally partner on the right ones.
Get in touch