Temi Giwa’s Tru Raises Over $130K on Kickstarter: A Stylish Fitness Tracker Designed by Women, for Women
Temi Giwa, former Product Lead at Paystack, has shattered expectations with the launch of her new product Tru, an ankle-based fitness tracker that blends style, function, and accuracy. Through her startup Tru Count Inc., Giwa raised over $130,000 on Kickstarter—far surpassing the initial $7,000 goal and positioning Tru as one of the highest-grossing campaigns by a Nigerian founder on the platform.
What began as a personal frustration with inaccurate fitness trackers has grown into a movement, with more than 1,000 backers supporting the project in under 30 days.
Why Tru Is Different
Unlike bulky wristwear or data-inconsistent smartwatches, Tru is a sleek, jewellery-like tracker that is best worn around the ankle for maximum step-counting accuracy. Measuring just 10mm wide—about the size of a fingernail—the device can also be styled as a bracelet, charm, or pendant.
“We wanted to go as small as possible while keeping the technology accurate,” Giwa told Techpoint Africa.
The ankle-focused design addresses a fundamental flaw in most fitness wearables: they rely on arm-swing motion to detect activity. That means steps are often missed when you’re pushing a stroller, using a treadmill desk, or carrying items.
By tracking actual foot movement, Tru offers 50% more accurate readings than most wrist-based trackers, according to the company.
Packed with Features
Tru isn’t just about looks—it’s built to perform:
- Battery life: Up to one month on a single charge
- Waterproof and hypoallergenic
- Integrates with the Tru app and native phone health systems
- Delivers movement reminders and micro goals
Users receive a starter kit—retailing at $119—that includes the tracking device, charger, and a swappable accessory of their choice.
The Origin: A Personal Pain Point
The idea for Tru came in early 2024 when Giwa, working long hours at her Paystack desk, began using a treadmill desk to stay active. But her smartwatch barely tracked her movement.
Her sister and now co-founder, Tomilola Famuboni, faced the same issue as a new mother pushing a stroller.
“She’s an engineer, I work in tech. We thought, ‘Why not create our own tracker?’” says Giwa.
The pair began prototyping in March 2024. A year later, Tru was born—combining engineering, fashion, and practicality.
Reclaiming Fitness Tech for Women
While Tru works for anyone, the design naturally evolved into a women-centric product, thanks to the founders’ lived experiences.
“Fitness trackers are ugly. If they are to be worn 24/7, they should be visually appealing—something Met Gala worthy,” says Giwa.
By prioritizing style and comfort, Tru challenges an industry that often ignores women’s preferences in wearable tech.
“Our audience is mainly women. We didn’t set out with that focus, but women faced this problem the most. There are simply not enough women designing for women,” Giwa added.
Breaking Kickstarter Records
Tru’s success is notable in the context of Nigerian startups on Kickstarter. Few campaigns from Nigeria have ever crossed the $100,000 mark, with most struggling to reach $30,000. For instance:
- Keexs (Lagos-based sneakers brand): $26,000 in 2015
- The People of Nigeria (children’s book): $15,796 in 2022
- The Archive (documentary): $5,000
Kickstarter has become a vital space for early-stage validation, enabling creators to raise funds, build communities, and test products before mass production.
“Kickstarter is for early adopters. If money comes in, it means people really want it. Now we see the answer,” Giwa noted.
What’s Next for Tru
Despite the early success, scaling a hardware startup—especially from Nigeria—presents a different set of challenges.
“We had to ask ourselves: Is this even possible?” says Giwa, recalling the challenges in design, battery life testing, and hardware production.
Competing with global giants like Apple and Samsung means staying agile, innovative, and laser-focused on their niche.
Tru will begin direct sales through its website in November, with plans to expand via retail partnerships and jewellery brand collaborations.
