TomTom co-founder Corinne Vigreux says her company is all about “democratizing technology.” The Dutch firm, which sells GPS sports watches and activity trackers, among other items, strives to make its products “accessible and intuitive,” she adds. “A lot of trackers tell you to go hard and sweat,” Vigreux says. “We want to be encouraging … and coach people.”

The brand has a strong foothold in Europe – its GPS watch is #1 in some European markets, Vigreux says, adding: “We want to be a strong #2 in the U.S."

At CES earlier this year, TomTom announced changes to its companion sports app, adding insights and motivation, in addition to activity data. “We have been creating wearables since 2009, and since then much has changed,” Vigreux notes. “The large amounts of data people now have access to is overwhelming. What people really need in that moment where excuses beat conviction is motivation and a better understanding of what works for them.”

The app allows you to track up to 12 activities, ranging from running, cycling and swimming to skiing, trail running and hiking. It can also show your latest efforts and achievements, such as changes to body composition and resting heart rate, at a glance. More advanced athletes can examine performance analytics on a by-the-second level. Smart comparisons allow users to benchmark performance against personal bests.

The app supports several of TomTom’s wearable devices, including the Touch, a fitness tracker that also measures body composition, and the Spark 3, a GPS fitness watch. The Spark 3 includes 24/7 activity tracking, GPS, multiple sport tracking and a heart-rate sensor. Other features include route exploration and the ability to store over 500 songs, so that you can listen to tunes on the trail without carrying a bulky phone.

TomTom’s wearables are “packaged for everyone who wants to get fit, with a sports angle,” Vigreux says.