Goodnick
Birdhouse gave us the tools, network, and confidence to take our startup to the next level.
Harry Edmeadess & Robert McAvoy, Goodnick
Founded in 2021 by Harry Edmeades and Rob McAvoy, Goodnick emerged with a mission to transform the way people experience aging. Their innovative approach combines online strength training tailored for the over-60s demographic with human-led accountability and a thriving community. “Moving home during lockdown and spending time with my parents made us realize how crucial it is to support older adults in maintaining their quality of life through exercise and movement,” shares Harry.
Goodnick’s unique blend of human connection and community-driven support has struck a chord with their users. Their oldest member, an 87-year-old tennis enthusiast, exemplifies the life-changing impact of Goodnick’s services. With over 1,500 members and a growing subscription base, the startup is redefining healthy aging in an underserved market.
Birdhouse’s role: enabling growth and investor readiness
When Goodnick joined Birdhouse’s AgeTech-focused program, they were generating a modest £25k in monthly revenue and seeking clarity on scaling their business. Their priorities were clear: fundraising, mentorship, and networking. Birdhouse delivered on all fronts.
“Birdhouse helped us achieve our first fundraise during the program and subsequently two follow-on rounds, with Birdhouse leading one of them,” explains Rob. “The program also provided invaluable mentorship, particularly from Vince, whose financial expertise helped refine our investor strategy and pitch.”
Beyond funding, Birdhouse’s advisory board and network played a critical role in sharpening Goodnick’s value proposition and ensuring their product resonated with both customers and investors. Through Birdhouse’s structured guidance, Goodnick developed a clearer narrative, better financial planning, and key insights into customer retention and churn metrics—tools that continue to drive their success.
"Birdhouse has been instrumental in our growth!"
Milestones & momentum
Since completing the Birdhouse program, Goodnick has doubled its revenue and valuation, secured a strategic partner in the fitness industry, and expanded its footprint in the UK. With a goal to scale internationally and break the £100k monthly revenue barrier, the company is well on its way to becoming a leader in the AgeTech space.
“Birdhouse has been instrumental in our growth,” says Harry. “Their network added confidence to strategic decisions and opened doors to additional angel investors. The lessons learned during the program continue to guide us as we scale.”
A vision for the future
Looking ahead, Goodnick aims to expand its presence in the US while continuing to innovate in personal health metrics and self-reporting data. With their eyes set on improving the lives of as many over-60s as possible, Harry and Rob remain committed to their mission: making aging “the best thing in the world.”
Advice for future program participants
“If you’re considering joining Birdhouse, just do it,” says Rob. “Startups often lack fundraising, mentorship, or networking—or all three. Birdhouse excels in providing the structure and support you need to scale effectively.”
Goodnick’s journey highlights how the right combination of vision, hard work, and support can drive transformative success. From refining their business model to building a stronger network, Birdhouse has been a key partner in their journey, proving that collaboration is at the heart of innovation in AgeTech.
