Swedish health and fitness app ShapeUp Club has been quietly building its user base over the last couple of years. Indeed, it’s almost as if it has been taking its playbook from that other noted Swedish success story of recent years: Spotify. By concentrating on the local Nordic markets it knows well, the startup has been able to build its product largely outside of a bigger market like the U.S., just as Spotify did, prior to its U.S. launch. Then again, this is perhaps not unexpected – it’s rapidly amassing a battle group of former Spotify executives, for one. But this week its vision is to become more fully realised with a name change to Lifesum and a restated vision to take on the world of ‘wellbeing’ apps which aim to do more than simply help you lose weight.