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Successfully funded
Pre-money valuation

Auro is on a mission to make personalised fitness instruction affordable and available on demand. With over 10,000 downloads, backing by top tech entrepreneurs, and deals with music rights owners, the company aims to disrupt the £26bn European fitness market.

  • Personalised audio coach powered by AI
  • Positioned in an industry that raised an est $700m in capital in 2018
  • Featured in Forbes, Metro, Fitpro, CoachMag, BQ and Mirror
  • Backed by top investors; founders of Zoopla, Lovefilm, Passion Capital


There are 9.7m gym members in the UK and ~10m runners. Yet, only an estimated 250k have used personal training before because it can be unaffordable/inaccessible.

Auro leverages several key trends:

- Boutique studio fitness continues to grow in the US and UK with $4bn more spend on them compared to traditional US gyms

- Its digital cousin is growing faster (830% since 2014)

- 1m+ new on-demand fitness users added in the last 3 years

- $700m+ invested in fitness tech globally in 2018

- Audio is emerging as a preferred medium of consumption of content with 60% growth in podcast listeners in UK since 2016

What's the problem?

- Budget gyms providing a light touch service at £15-20 suffer from 50% churn rates

- Boutique fitness is expensive (£150-200 pm) and unavailable on-demand/outside London

The solution

Auro leverages technology to provide the experience of a high energy class at a fraction of the price (£7.99 p.m.) on demand. Each class features motivation of a trainer with curated playlists. Auro also provides structured training plans for various goals from half marathon to weight loss.

Our AI technology platform will allow us to personalise the workout experience uniquely to each consumer. We currently have a patent pending for this technology.

Growth and next steps

With 10k downloads since launch, we plan to scale the business across the UK with further expansion into Europe.

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