If you keep your fitness-related New Year’s resolutions in 2015, it’ll likely be thanks to the new wave of devices and apps that have taken monitoring things like newborn sleep patterns and blood oxygenation from geek hobby to mass-market juggernaut. But what happens when companies have access to the most mundane details about our bodies?

The highest concentration of self-tracking companies are, unsurprisingly, in the Bay Area, with ambitious startups ranging from modest two-person side projects to bustling staffs with over 100 employees. At Basis, which was acquired last spring by Intel in a preemptive attempt to compete with the Apple Watch, they were about to release the Basis Peak, touted as “the ultimate fitness and sleep tracker,” and the mood was one of hip confidence, the office framed in leather couches and road bikes. By contrast, the offices of Minna — the small operation responsible for kGoal, a device that helps track pelvic floor health (the muscles that help you do kegels) — were housed in a co-working space in San Francisco’s Dogpatch neighborhood, its co-founder apologizing profusely for the lack of fancy digs. Lumo Body Tech, which occupies a drab, indistinct office building in downtown Palo Alto, helps monitor posture.

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