Technology makes convenience possible.
Learn that the family technology fitness brand“Fiture” announced the completion of the first round of financing of 6 million US dollars, the investor is Sequoia Capital China Fund.
The other side of the ocean, a US fitness company called Peloton, makes millions of users crazy. Home Fitness Bike/Treadmill+Subscription Live Class Mode, Rapidly grew into a unicorn in 5 years. Technology empowerment hardware, Peloton makes many people optimistic about home fitness scenarios + technology solutions.
In China, the high-growth fitness industry also has a lot of players are exploring opportunities for family fitness For example, 咕咚, Keep, Red Rabbit, Xiao Qiao, etc. from hardware devices; also choose to use AI technology to solve problems, such as MyShape, Fitmate, and CoachAI, as well as daily yoga from content. , Wake, SPAX, and VIPFIT.
There are similar companies in the United States, such as Tonal, which was founded in 2015. Equipment can be hung on the wall. After spending nearly $3,000 on equipment, you can get fitness content for $49/month subscription. Just completed the C round of financing in the month, with a total financing of more than 90 million US dollars; another startup provided a similar mirror-like device that can be hung on the wall for $1,495. The content focuses on yoga, Pilates and other strength training.
“Fiture” also locates home fitness, using hardware + technology (AI) + content + service, the whole chain creates a high-end fitness experience for home. After the user buys the device, he can enjoy a large amount of fitness content.
Specifically, Fiture has two products that focus on resistance training. It is a device that can be hung on the wall like a wall-mounted TV. The screen can provide recording lessons or live lessons and user interaction. Another content sideHeavy hand and class training, is also a similar logic, a device for wearing a mirror, can turn the home into a small sports studio.
For fitness users, there must be such doubts. Can the fitness experience acquired by hardware + technology be privately taught or grouped under the PK line?
From a technical point of view, the camera is equipped with a camera on the top and bottom of the hardware. The computer vision algorithm can be used to identify the joint posture in the user’s motion. Based on this, real-time training action correction and post-training effect analysis are provided. Compared to mobile phone front-facing lenses, standardized hardware can better improve the accuracy of recognition. Secondly, the built-in motor and sensor have feedback loop, which can control the training resistance with high precision to ensure the safety of training.
In addition, Fiture’s hardware records user data during training, such as power, duration of motion, angle of bending, etc., compared to the experience of private education, structured data can be more stereoscopic The user’s training status, recommend the most appropriate course according to the algorithm, and provide scientific advice and guidance, such as recommending a customized diet in the future.
Fiture co-founder Tang Yuxi said that the team had researched fitness users and found that users are more willing to pay for resistance training. Because of the professional threshold, they are vulnerable to practice, so many people tend to seek Personal education, or find a senior fitness user to get started. So Fiture is not intended to be a substitute for personal education, but as a complement to the user’s home fitness scene.
Based on this, Fiture has two types of target users. The first category is the in-depth paying users of the gym. These people have a considerable history of fitness, so they have a strong willingness to pay. The second category has fitness needs but no People of time, because of distance, time cost, etc., hope to complete training at home. For these two types of users, Fiture solves the problem of convenience, followed by the taste of the gym, the use of equipment, and so on.
According to the company, The current two series of products have prototypes, still in the test, the products are expected to be listed at the end of the year, the price is about 10,000 yuan. Peloton is popular in the United States, except for products.And the content, with labels and social attributes, the “Peloton” family represents the community built by elite groups, a symbol of economic ability, and a healthy and self-disciplined lifestyle. For Fiture, the “social attribute” outside this layer is the opportunity of the brand. Of course, how to implant this attribute and how to market the concept is also a consideration for the team.
Last introduction to the team,Co-founder Tang Yujun received a master’s degree in computer science from Harvard University. He was the head of global strategy for Zhijia Technology. He was a former Baidu AI algorithm engineer; co-founder He graduated from Tsinghua University with a bachelor’s and master’s degree in computer science. He once served as director of T4 in Tencent’s advertising platform department and held management positions in companies such as Google, Amazon and Yahoo.