Bagel Labs was founded by Dr. Soohong Park, Ph.D. With his practical knowledge of data and machinery, he realized that the tape measure has remained unchanged for more than a century—but the need for tracking measurements has only grown. From properly measuring fit for online clothes shopping to fitness training to tracking growth in expectant mothers, recording and retaining sizing data is essential. That’s where this digital tape measure comes in. Soft, flexible, and rechargeable, it easily and accurately measures any body part within 1/32 inch. With the click of a button, the tape measure syncs data to its app, where waist, biceps, neck, and other body part measurements are stored, and where you can keep an eye on changes in body composition.