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This AI product for gyms will change the way PT is delivered, says Pure Gym founder, Peter Roberts

Another Round has launched a B2B version of its AI-driven personal training app
Founder Max Cotton – former MMA fighter – says it enables PTs to work with more than 50 clients over a 14-hour week
The new solution is a fully modifiable white-label product that gyms can customise with their own branding and workouts
Peter Roberts, former CEO and founder of Pure Gym, who invested in Another Round last year, says the product will revolutionise the way personal training is delivered
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Max Cotton and his team can help to transform the way gym businesses and companies offer health and fitness to their members and employees
– Peter Roberts, founder of Pure Gym and Another Round investor
Credit: Peter Roberts

Another Round, the startup behind the AI-driven personal training app of the same name, has developed a new B2B solution that it claims can enable personal trainers to work with more than 50 clients over a 14-hour week.

A white label product, all parts of the solution are customised for gym operators, including brand, facilities, training style, exercises, floor layout and member flow.

Another Round was founded by former professional MMA fighter Max Cotton in 2018, initially with a non-AI consumer-focused model. Since then Cotton has developed an AI-driven solution that allows personal trainers to increase the number of online clients they can work with, while still providing customised workouts and building a personalised coaching relationship.

Having tested the AI through the B2C model, the solution is now being rolled out for use with gyms’ personal training programmes.

As Gen Z is leading the push into omnichannel fitness, Another Round’s B2B solution is designed to help fitness businesses support their members’ training programmes inside and outside of the gym.

“Many PTs are leaving the industry because they haven’t got enough clients – partly due to the cost-of-living crisis," says Cotton. "Gyms need to up member engagement and decrease churn. This system is a way to keep PTs and members happy and motivated.”

Last August, Peter Roberts, former CEO and founder of Pure Gym, invested in Another Round’s B2C model ahead of this phase of AI development for the corporate model.

"Having been heavily involved with the more traditional gym offering by Pure Gym over ten years, I'm excited to see this disruptive fitness model being launched,” said Roberts. “Max Cotton and his team are revolutionising the way personal training is delivered. With the use of cutting-edge AI and an innovative delivery model – whilst still offering a personalised service to the consumer – they can help transform the way gym businesses and companies offer health and fitness to their members and employees.”

The customisation process includes a set-up phase driven by focus groups working with members and clients. Branding, floor layout, exercises, culture and member traffic are taken into consideration and built into the final solution, with one goal being reducing friction during peak times.

To ensure client safety, personal trainers always oversee workout selections by the AI to ensure they're appropriate and in line with fitness goals, physical ability and current circumstances. Every PT client has a thorough consultation before the start of their training programme.

Roberts added: “I strongly believe this new B2B offering will enable gym businesses to provide a comprehensive solution for personalised omnichannel fitness, while also providing a source of additional revenue."

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Another Round, the startup behind the AI-driven personal training app of the same name, has developed a new B2B solution that it claims can enable personal trainers to work with more than 50 clients over a 14-hour week.
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