Krew offers equipment-free classes for a post-gym world. Check out the 18-slide deck it used to sell seed investors on being ‘Peloton without the $3k bike.’
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- Fitness startup Krew has raised $1.6 million in seed funding.
- The company uses AI and motion tracking to correct posture during remote workouts.
- Insider got an exclusive look at the pitch deck it used to bag investment.
A fitness startup banking on hybrid workers cutting down on visits to the gym has raised $1.6 million in seed funding.
London-based Krew bills itself in its investor deck as “Peloton without the $3k bike”, offering remote fitness classes that don’t require any kit.
Founded in 2020, Krew has a mix of live and on-demanded classes with optional video and leaderboard scores to gamify workouts. Friends can join the same on-demand sessions, giving it the feel of a live class.
Krew also says it uses AI-powered motion tracking via webcams to help people correct their posture during classes, with notes given to participants afterwards.
“Fitness has a retention problem,” cofounder and chief executive José Martín Quesada told Insider, adding that apps that charge for pre-recorded videos “are even worse.”
“I feel really strongly about that because people blame themselves instead of blaming the fact the experience is really not engaging,” he said. “We want to, first of all, make it engaging. But also give people access to this community without having to expose themselves too much, because you don’t have to show up physically at the gym.”
The startup doesn’t want to kill off the gym, but is targeted at hybrid workers who want a mix of home and gym workouts. “Our business model doesn’t imply that you have to give up everything else,” said Martín Quesada. “We’d love for you to keep going to the gym, and in fact maybe take a Krew class from the gym.”
The company is exploring on-screen avatars so users can tap into Krew’s posture-correction features without seeing themselves on-screen, instead of turning the camera off and losing functionality.
Martín Quesada said he experienced bullying and ill health growing up, becoming passionate about fitness when he found the right trainer and community. He wants to create the same welcoming environment for others via Krew, which is centered around community, gamification, accessibility, and variety.
It currently costs £25 ($34) a month, and the company is looking at different levels of access. It offers personal training capabilities, with scheduling and booking features, as Martín Quesada also set out to help personal trainers who were out of work during the pandemic.
He added that the kit-free approach was more customer-friendly.
“If this truly is an experience you are going to share with your friends and your family, we cannot have a $4,000 paywall sitting between you and the other person,” he said, referencing the cost of Peloton’s hardware, which ranges from $1,495 for a bike to $4,000 for its now-recalled Tread+ treadmill.
The latest round of cash will be used to build additional features, including a heart rate and oxygen detection tool based on how flushed a user is.
The round was led by new venture firm Boost Capital and Paolo Pio, a partner at health investors Spex Capital who invested as an angel, and brings the total raised to $1.7 million.
Krew currently has a team of 12 but is on the hunt for a senior full stack developer and senior product designer. The platform is available in English but Spanish is expected “very soon”.
Scroll down to see the pitch deck it used: