"We wanted to make the fitness tracking experience cool, fun, simple and custom," Michael C. Williams, founder and CEO of iTMP Technology told Reuters in a recent interview. "We did it by leveraging the iPhone's technology."

iTMP's product is called SM Heart Link, which is a "wireless bridge" that can collect data from wireless sensors like heart rate chest straps or cycling sensors on bikes and send them to an iPhone for display and tracking. 

"There are dozens of fitness apps on the iPhone but none of them, until now, employ heart rate monitors or other sensors." Williams said. Williams explained that the application can break down users' calorie expenditures by fat and carbs, based on the users' metabolic rates. The app might be free, but the SM Heart Link itself is $155, and you need to get the sensors and iPhone elsewhere. 

Still, the product shows great promise for iPhone modules and mHealth, particularly for the consumer fitness and preventative care market.

UPDATE: Original headline was inaccurate. The product does not claim to interface with biosensors (it may someday) but only sensors that collect biometrics. Thanks to John Moore of Chilmark Research for the distinction.