Gabriel Lundberg Wedman

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Lundberg Wedman

Curious first

I grew up in Göteborg, and for as long as I can remember I've wanted to know how things work. Not just how to use them, but why they're built the way they are, and whether they could be built better. At some point that curiosity found code, and code turned out to be the perfect outlet: you have an idea in the evening, and by the next morning it can exist.

I didn't start programming because someone told me it was a good career. I started because I wanted to make things, and I quickly realised that software is one of the few places where a teenager with a laptop can build something that real people use.

From the gym to a company

Training has been a big part of my life for a long time. So has being annoyed at workout apps. Everything I tried was either too simple to be useful for someone who trains seriously, or so complicated that logging a set felt like filling in a tax form.

My friend Olle Oskarsson felt exactly the same way. We were both into fitness, both developers, and both convinced we could do better. So instead of complaining, we started building. In early 2025 we registered Repit Fitness AB, and I went from writing code for fun to running a company with my name on the papers.

04:45

Olle once wrote about an early morning when his alarm went off at four, and he came over to my place at quarter to five expecting to wake me up. I was already sitting there, deep in the code, surrounded by energy drinks and coffee.

That's honestly a pretty accurate picture of how the first years have felt. Not because I think you have to grind yourself into the ground to succeed, but because when you're building something you believe in, it's hard to stop thinking about it. The best ideas tend to show up at strange hours, and I've learned to let them.

Shipping, and what it taught me

Launching Repit was the moment everything became real. Suddenly there were people using it every day, leaving reviews, finding bugs, asking for features, and eventually paying for it. Today it's live on both the App Store and Google Play with ratings of 4.8 and 4.7, which still feels a bit unreal to write.

The biggest lesson came with Repit 3.0. Building each feature on its own was never the hard part. The hard part was making training, nutrition and sleep fit together without turning the app into a mess. Good product work, I've learned, is mostly about deciding what not to add, and making the complicated parts feel simple.

I've also learned that you can't build everything alone. We've grown into a team of three, and I've started looking for developers who want to come in early, own a piece of the company and help shape where it goes.

More than one thing

People sometimes ask why I work on several companies at once. The honest answer is that each one teaches me something the others can't. Repit taught me how to ship and grow a consumer product. The speech app is teaching me how to design carefully for people in a vulnerable situation, where trust and privacy matter more than any feature. Jewla is my first step into physical products, with real materials, real logistics and customers who want something made just for them.

What connects them is the same way of working: find a real problem, talk to the people who have it, build the simplest thing that actually helps, and keep improving it until it's genuinely good.