Bruno Lazinica
CEO
Artenon d.o.o.
Zagreb Grad Zagreb, Croatia
CEO of Artenon d.o.o. and the founder of MyFITtool, an AI-driven, science-based fitness and health app.
About me
I hold a Master’s degree in Kinesiology from the Faculty of Kinesiology, University of Zagreb, specializing in Kinanthropology. I am currently completing my doctoral dissertation on the effects of alternative nicotine delivery systems on acute physiological responses following aerobic physical activity. Combining my scientific expertise with practical leadership, I serve as the CEO of Artenon, where I oversee strategic development and the implementation of innovative solutions in the health and fitness industry.
In addition to my work in kinesiology, I founded a successful yacht supply business, providing premium food and beverage services to clients along the Adriatic coast. This venture reflects my entrepreneurial mindset, strong organizational skills, and dedication to delivering exceptional customer experiences.
As a researcher, I have published extensively in international scientific journals. My notable works include:
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Grgic J, Lazinica B, Pedisic Z. Test-retest reliability of the 30-15 Intermittent Fitness Test: A systematic review. J Sport Health Sci. 2021.
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Grgic J, Lazinica B, Schoenfeld BJ, Pedisic Z. Test-Retest Reliability of the One-Repetition Maximum (1RM) Strength Assessment: A Systematic Review. Sports Med Open. 2020.
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Grgic J, Lazinica B, Garofolini A, et al. The effects of time-of-day-specific resistance training on muscle adaptations: A systematic review and meta-analysis. Chronobiol Int. 2019.
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Grgić J, Schoenfeld BJ, Davies TB, et al. Effect of Resistance Training Frequency on Gains in Muscular Strength: A Systematic Review and Meta-Analysis. Sports Med. 2018.
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Grgic J, Trexler ET, Lazinica B, et al. Effects of caffeine intake on muscle strength and power: A systematic review and meta-analysis. J Int Soc Sports Nutr. 2018.
My scientific contributions have been recognized internationally, including being awarded the prize for the Best Scientific Research Presentation at the 5th International Scientific Conference: From Active Childhood to Healthy Aging in Novi Sad, Serbia, in 2019.
Through my expertise in kinesiology, education, technology, and business management, I strive to bridge the gap between science and practice. My work is driven by a commitment to innovation, a passion for health and fitness, and a dedication to delivering solutions that inspire and empower people across industries.
My organisation
Artenon is a limited liability company focused on developing innovative solutions in the fitness sector. Over a four-year research and development process, the company created the innovative application MyFITool.
The MyFITool Fitness & Health application is the first AI platform to integrate a broad spectrum of scientifically validated factors that influence both the attainment and long-term maintenance of physical activity results. Designed by kinesiologists, it overcomes the limitations of standardized, scientifically and medically insufficient training programs. Such traditional approaches often lead to short-term increases in physical activity and optimism driven by anticipated outcomes, which tend to rely more on chance than systematic methodology. By contrast, the app’s algorithm considers over 20 variables—such as intensity, periodization, rest intervals, fitness levels, goals, anthropometry, training volume, and optimal progression—to create a fully tailored and effective training process.
The development of the application is based on research findings, application testing, and the latest literature. In its initial phase, using supervised machine learning algorithms, the app generates automated, personalized programs by incorporating results from comprehensive fitness assessments, demographic characteristics, goals, spatial and temporal constraints, equipment availability, and health indications. The programs adapt to the frequency of exercise, type, and intensity of training for each muscle group. The algorithm considers all statistically significant factors influencing the quality and results of training, as well as the improvement of health and physical condition, analyzed in 1,200 studies across medicine, kinesiology, biomedicine, and health sciences.
During the training process, the app ensures continuous communication through feedback and proactive diagnostics. The algorithm evolves continuously via reinforcement learning to enhance behavior-driven motivation and gamification of the user experience. To further promote health, the app incorporates automated progress tracking (through tests), nutrition guidance, and educational content.