Interview with Thomas Butter - Founder & CEO of Movaia

The Future Proof Hub is delighted to have an opportunity to interview Thomas Butter. The Founder & CEO of Movaia. Movaia provides solutions to running form analysis which helps athletes prevent potential injury as well as provides guidance to them on how to correct their running patterns.

Q: Please share with us your background and what inspired you to create Movaia?

I’m a triathlete, and while preparing for an IRONMAN 70.3 race, I suffered a running injury that led me to undergo a gait assessment. The experience was incredibly helpful, but it was also expensive and time-consuming. That inspired me to make running form analysis more accessible and affordable for runners, while also helping coaches and physiotherapists perform these analyses more efficiently.

With that goal in mind, I decided to leave my corporate career, where I worked in business line management and marketing roles at multinational companies like Philips and Gibson. It was a scary and bumpy transition, but also an incredibly rewarding one as I embarked on the path of entrepreneurship and founding Movaia.com.

Q: Did you build the product in-house or work with vendors? Any pain points when designing and building the product?

We’ve taken a hybrid approach, combining in-house development with external vendors. This strategy allows us to stay flexible and manage growth effectively with a small core team.

That said, working with external vendors comes with its own challenges. While it can be highly efficient for non-core activities, it’s often difficult to fully evaluate a vendor’s capabilities—or the specific skills of their team members—before engaging them. However, with clear communication and defined goals, we’ve been able to overcome these hurdles.

Q: What is the primary benefit of online running form analysis from a runner, physio, and coach perspective?

A running form analysis is invaluable because it identifies movement patterns that could lead to injury. A good analysis—like Movaia’s—doesn’t stop there. It also provides actionable guidance, including strength exercises and running drills, to help correct those patterns.

Additionally, some movement inefficiencies don’t just increase injury risk—they can also slow runners down. By addressing these issues, running form analysis can make runners faster and more efficient, while also reducing downtime due to injury.

Q: Can your product be used by novices and students alike? What benefits can it bring for that level?

Absolutely! In fact, running form analysis is often most effective for beginners. They usually have the most room for improvement and can be more susceptible to injuries early on, which might discourage them from pursuing running altogether. That’s why Movaia is designed with both beginner and elite runners in mind—our goal is to make running enjoyable and sustainable for everyone.

Q: What advice would you give novices to ensure they minimize injury risk and maintain good running form while staying motivated long term?

The key to avoiding injuries is to increase your running volume and intensity gradually. Your cardiovascular fitness often improves faster than the strength of your musculoskeletal system, so it’s easy to push too hard too soon. Patience is critical.

If you’re looking to invest in your running journey, hiring a qualified coach or joining a friendly running group can make a world of difference. A good coach can guide you through proper training techniques, while a supportive group can keep you motivated and provide valuable tips. As in life, the people you surround yourself with have a huge influence on your growth—and that applies to running too!

Q: What are your target markets aside from Hong Kong? Do you work with educational institutions or sports industry organizations?

We’re still in the early stages of our journey and are currently focused on Hong Kong and the United States. Expanding globally is definitely part of our long-term roadmap.

We work closely with coaches and have plans to scale through partnerships with brands and sports organizations. Stay tuned—big things are on the horizon!

Q: Please explain how AI is used within your product.

We use AI to analyze runners' movements and provide detailed insights. Additionally, we’re launching our AI-powered “RunBot” this summer, which will deliver personalized recommendations based on each runner’s history and latest reports. This ensures that every runner gets targeted, actionable advice.

Q: What is your view on the future of AI in sports from the perspective of athletes, coaches, and physiotherapists?

AI has the potential to eliminate many of the tedious and time-consuming tasks that athletes, coaches, and physiotherapists currently do—like planning cookie-cutter workouts or manually analyzing running form.

By automating these processes, AI can free up time for more meaningful activities: building relationships with athletes, providing motivation, tailoring training to their physical and mental state, and working with them in real-life scenarios like on the track or in the gym. These human elements are something no AI can replicate.

Q: As an entrepreneur, what advice would you give to young people navigating their career paths or considering starting a business versus joining a firm?

Youth is the perfect time to explore. You have the advantage of trying different things—internships, early jobs, or even running a side hustle—at relatively low opportunity cost. Use this time to identify what you’re passionate about, the types of work environments that suit you, and the level of risk you’re comfortable with.

Once you’ve gained that self-awareness, don’t hesitate to make bold choices. Whether you choose entrepreneurship or a corporate path, the key is to align your career with what excites and motivates you. Be brave, stay curious, and trust the process.