Peter Roberts, former CEO and founder of Pure Gym, has invested in Another Round, a personal training app which utilises AI and machine learning.

Roberts is among a team of former Pure Gym executives – which includes Jacques de Bruin, ex-COO – to have backed the app, which was launched in 2018 by Max Cotton, an ex-professional MMA fighter turned fit tech entrepreneur.

Another Round applies its proprietary AI with a view of making personal training "smarter and more affordable".

It uses AI to automate tasks and, while many other AI fitness solutions are based on replacing human trainers, focuses on trainers working alongside and with AI.

The company will use the investment to accelerate the growth of its community, expand its team of coaches and advance its product capabilities.

It has plans to enter the corporate market in 2023, having built a loyal consumer customer base.

Cotton said: "We're here to give everyone access to personalised, highly effective workouts and trainers – transforming their physical health.

"Another Round was created to make health and fitness more accessible and we’re incredibly excited to have an industry titan such as Peter Roberts onboard – recognising the shift in how consumers want to buy and experience personal training.

"The pandemic showed us huge personal gains when we embrace remote services.

"Time is one of the biggest barriers for people to exercise and by bringing a train anywhere, anytime personal training solution to the market, we’re reducing the time it takes to exercise and making it more convenient to invest in health.

"We fit plans to our members' lifestyles, not the other way round and this approach is why our members love us and get great results.”

Roberts, a serial entrepreneur in the leisure and hospitality markets, was one of the original investors in luxury timeshare concept, Langdale. He founded Pure Gym in 2008 and the company was sold to US private equity fund Leonard Green & Partners for £600m in 2017.

He has since launched various hospitality businesses and taken nightclub company Luminar through an IPO.

He now advises young growth companies in their development and is chair of Teamsport Holdings, Youtility Limited and Gymfinity Kids. He also recently invested in UK sportswear brand Castore.

“Another Round is a category creator, moving personal training from a one-to-one service to a hive mind of expertise, coupled with an innovative delivery model," he said.

"Now is the perfect time for Another Round to disrupt how personal training has traditionally been sold.

"Max’s background and attitude, combined with the app’s member advocacy impressed me and I’m excited to be on the journey with them to build and lead the way in a new virtual fitness category.”