The new technology promises to make high-level fitness programs accessible to all
A futuristic AI personal trainer backed by celebrities including Lorraine Kelly and Sir Richard Branson has received a royal seal of approval after being honoured at Britain’s most prestigious business awards.
London-based startup Magic AI, founded in 2021, was praised by judges for creating what it calls “the world’s first AI personal trainer”, designed to deliver personalised fitness coaching at a fraction of the cost of traditional personal training.
Its flagship Fitness Mirror combines motion-tracking technology and holographic displays to provide tailored home workouts, with users able to follow programmes created by stars including former England cricket captain Sir Alastair Cook and Strictly Come Dancing champion Katya Jones.
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“AI will eventually get smarter, but it’s nowhere near replacing the knowledge, observation and intuition of a dedicated personal trainer”
The units retail at around £1,000 to £1,500 and users sign up for a £300 a year subscription to content.
The idea came from founder and chief executive Varun Bhanot’s own experience of trying to get fit, during which he became frustrated by the high cost and limited accessibility of personal training.
“It got me thinking: is there a way we can use AI to coach people just like a human would – but on-demand, scalable to millions at once and at a fraction of the cost? That was the seed of the idea,” he said.
“I can’t really put into words how proud I am of the company, the team and the product. This really is the stuff of dreams.”
Magic AI’s mirror has earned rave reviews, with a 4.8 star rating on consumer reviews site Trustpilot, but human personal trainers have pointed out some shortcomings of a system that cannot pick up on the subtleties of breathing, posture and symmetry like a human can.
“AI will eventually get smarter, but it’s nowhere near replacing the knowledge, observation and intuition of a dedicated personal trainer,” said Tom Lakos, founder of 4 Core Fitness, during a review of the mirror published last year.
The award entitles the company to use the royal emblem on its packaging and marketing materials for the next five years.
It is one of only 52 firms recognised in the Innovation category of the King’s Awards for Enterprise, which is celebrating its 60th anniversary this year.
Among this year’s other honourees, Bristol-based cycling accessories brand Tailfin claimed a rare double, winning in both the Innovation and International Trade categories – an achievement managed by only a handful of companies in the awards’ history.
The service was launched last month. For a monthly fee of £3.99, users will be spared personalised ads, but they will still be served sponsored ads by creators and influencers on the app.
Alex Sharpe, a researcher on doomscrolling at the University of Chichester, said that research on the impact of a lack of ads is sparse but some theories suggest the ad-free feature could affect those with compulsive behaviour on social media.
Featured image credit: The White House, The King’s Awards for Enterprise
