Executive Summary
Global Rank
#~1.55M
Monthly Visits
19,400
Avg Duration
0m 18s
Pages/Visit
1.43
Strategic Overview
Proprietary mobile applications for sports and wellness niches, Established presence in app stores, Multiple social media channels.
Heavy consumer backlash over advertising, billing practices, and app quality, Low trust due to strong scam accusations on forums and BBB, No visible leadership or investor disclosures, Low regulatory and trademark defensibility.
Our Verdict
Upside & Downside Analysis
The Bull Case
2 PointsEmerging Market Niche
- Mobile fitness and wellness apps have strong global demand.
- Extramile Limited leverages rapid app deployment and cross-channel marketing.
- International (mainly US-facing) reach via app stores and digital ads.
Agile Digital Operations
- Uses scalable AWS hosting, Google Suite, and Zendesk for digital support.
- Broad user acquisition through direct, search, and social traffic.
- Can launch new products quickly as a small, unencumbered team.
The Bear Case
2 PointsSevere Reputation Risk
- Hundreds of user reviews allege misleading ad practices and unresponsive support.
- BBB profile, Reddit, and app review sections cite 'scam' and 'cheating business'.
- Lack of public leadership or disclosures raises accountability concerns.
Limited Regulatory Moat
- No registered trademarks in the US or core markets.
- Cyprus registration offers little brand protection and consumer recourse.
- Similar or confusingly named businesses exist globally, risking market dilution.
Domain Integrity
Recently registered domain with Amazon DNS/SSL, Google MX, no history of blacklisting or malware; operationally sound but minimal public history.
| Registrar | NameCheap, Inc. |
|---|---|
| Domain Age | Apr 20, 2023 (2 years old) |
| Security Status |
Registry Locked
SSL: Amazon RSA 2048 M02
|
Reputation
0 Reviews
Sentiment Analysis
Strong negative online sentiment—especially on BBB, YouTube, Apple and Google app reviews—focuses on misleading ads, refund obstacles, and low app quality; some resolution after persistent complaints, but overall brand trust is poor.
Common Themes
Traffic Distribution
| Top Countries | Traffic Share | Trend |
|---|---|---|
|
United States
|
100.00% |
|
Competition
| Competitor Type | Threat Analysis |
|---|---|
| Fitness and Wellness App Publishers | Direct competition in app quality, advertising legitimacy, and user experience from larger, established brands (e.g., MyFitnessPal, Noom). |
| Generic Health Apps (Freemium Model) | Many trustworthy alternatives available freely or at lower cost with positive reputations. |
| Other 'Extra Mile' or Similar-named Brands | Ongoing confusion and possible negative spillover from unrelated companies using similar branding. |
SWOT Analysis
Strengths
- Rapid app development and deployment.
- Digital-first infrastructure with AWS and modern SaaS.
- Multiple acquisition channels (direct, search, social).
Weaknesses
- Extremely poor user reputation and trust.
- Opaque ownership and leadership structure.
- Lack of regulatory and brand defensibility.
Opportunities
- Addressing user complaints could quickly improve reputation.
- New wellness/fitness trends can be rapidly adopted in new apps.
- Potential for cross-platform bundling or partnerships if quality issues are fixed.
Threats
- App store bans or demotion from policy violations.
- Legal or regulatory action from continuous consumer complaints.
- User churn driven by negative word-of-mouth and poor first impressions.
Tech Stack
Cloud & Hosting
Runs on Amazon AWS cloud (EC2/Route 53/Cloudfront) with high reliability and scalability.
Email & Productivity
Uses Google G Suite for business email (info@extramile-cy.com); includes SPF for anti-spam.
Customer Support
Zendesk powers support request management and ticketing for users.
Content Management
Site operates on Tilda CMS, allowing rapid update cycles and landing page creation.
Analytics & Tracking
Facebook Pixel embedded for conversion tracking; Google tools leveraged for traffic analysis.
Key Risks
| Identified Risk | Impact | Mitigation |
|---|---|---|
| Escalating consumer complaints for misleading ads and billing practices | High | Implement clearer advertising disclosures, transparent pricing, and dedicated complaint-resolution process. |
| Loss of platform access due to policy violations or app removals (Apple/Google stores) | High | Monitor and comply closely with app store policies; establish direct appeal channels. |
| Brand confusion and impersonation by unrelated ExtraMile entities | Medium | Pursue trademark registration in key markets and clarify official branding. |
| Lack of transparency and no public leadership profile | Medium | Publish executive information, improve investor and user disclosures. |
| Regulatory inquiries or consumer protection investigations | High | Maintain clear documentation, comply with GDPR and consumer rights frameworks. |
Contacts
Appendix & Sources
Key Citations
-
extramile-cy.com Privacy Policy
Source of code, company name, contact email, and Cyprus registration address.
-
BBB Profile: Extramile Limited
Key source for consumer complaints and verification of negative review themes against Extramile Limited and its apps.
-
Google Play Reviews: Home Fitness Challenge (Extramile Limited)
Example app with multiple billing and usability complaints.
-
App Store Review Discussions
Apple user forum with complaints of misleading fitness app advertising and refund denials.
-
i-Cyprus Company Registration: Extramile Limited
Verifies incorporation, registration number, and Nicosia, Cyprus address.
-
Whois Domain Results
Domain registered April 2023 at Namecheap, with operational locks and AWS DNS.
-
YouTube: FitMe App Scam Report
Video compilation of user complaints and refund experiences, supporting recurring negative sentiment.
Data Sources Used
Disclaimer
This report is based on external, best-effort data and open-source intelligence as of the report date. The findings should not be construed as conclusive evidence of fraud or compliance, nor as investment advice. Independent verification of all facts is recommended.