The core activity of Upside Strength is to provide services in the field of performance optimization and training for athletes, coaches and health and fitness professionals. This includes: development and implementation of training programs for endurance and breathing techniques; physiological tests and profile analyses to determine training zones and optimize performance; creation of educational resources and courses for coaches and athletes; consulting and coaching for athletes, coaches and health and fitness professionals; and development of tools and calculators for performance optimization. The company focuses particularly on improving endurance performance and breathing techniques in various sports, including CrossFit, cycling, running, triathlon and swimming.