GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
Precor UK
Precor UK
Precor UK
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Anantharaman Pattabiraman

When you’re undertaking fitness activities, unless you’re on a stationary bike, in most cases it’s not safe or necessary to be tied to a screen, especially a small screen

Published in Fit Tech 2021 issue 2
Pattabiraman was an algorithmic trader at Goldman Sachs for 11 years / © AURO
Pattabiraman was an algorithmic trader at Goldman Sachs for 11 years / © AURO
Since 2018, we’ve grown to 170,000+ users in more than 50 countries. I’m so happy to see that we’re helping so many people

What was your background before co-founding Auro?
I was an algorithmic trader for Goldman Sachs, where I spent 11 years before starting Auro. Since childhood, sports and fitness have been my passion and I’ve played all kinds of sports including cricket, football and badminton.

How did the idea for Auro come about?
While I was at Goldman Sachs, I really struggled to find as much time for team sport and instead took a keen interest in running. I was looking for a coach and I struggled to find a good one that would work around my ridiculous schedule. I had been exposed to the boutique fitness class concepts in London and I wanted to bring the boutique style of training and motivation to people like myself, who need it on demand.

I wanted to build a consumer-focused product that would bring best-in-class training and technology and deliver this at scale with personalisation.

How did you and Karthik Narayanan come together to co-found Auro?
Karthik and I are distant cousins and we have known each other since childhood, having been in the same school as well. He had gone on to work for a bunch of great tech companies including Qualcomm and Samsung so I knew he would be the right partner for me in this venture.

What exactly is Auro?
Auro is a connected fitness/wellness app. We provide on-demand classes in 11+ categories for fitness or wellness for the home, gym or outdoors, with new classes every week. The classes are led by experts in their field – you can train with ex-Olympian Ben at home using body weight or go for a guided run with our triathlon coach Lucy, or just find your zen with Michael in a meditation class.

Music is such a key aspect of a fitness class and most products just make you listen to stock music. We work with our trainers to make killer playlists, similar to a boutique studio class, but if you don’t like our music then you can overlay your own from Spotify, Apple or Amazon music.

We also connect with 20+ devices so you can track all your metrics in real time and really understand your progress with Auro.

Why did you choose to create fitness instruction without a screen?
When you’re undertaking fitness activities, unless you’re on a stationary bike, in most cases it’s not safe or necessary to be tied to a screen, especially a small screen.

When you run, do burpees, meditate or even do yoga, it’s not a great experience to keep squinting at a tiny screen. Even when you do yoga in a studio, chances are you will never see the coach unless you’re at the front.

We do understand that for many users, particularly those that are new to fitness or new to a particular discipline, they will need some visual assistance, so all of our posture-based classes offer video guides which are designed to help users to master the moves before they jump into the class. However our belief is that once you start the class, your trainer should be able to guide you completely, solely through vocal instruction.

Our mantra for users is ‘stop squinting, start sweating’!

How has Auro evolved and grown since you launched in 2017?
We launched the product in 2017 as a video livestreaming product and then we relaunched in 2018 as an audio product. Since 2018, we’ve grown to 170,000+ users in 50+ countries.

We have large diversity in our userbase, be it age, sex, geography or income. We’re reaching a wide base of users and I’m so happy to see that we’re helping so many different people.

We started out with just running classes but now we have nearly 700 classes across 11 categories, with everything from walking, to strength training, to meditation, to sleep.

How do you keep the content fresh and interesting?
We’re recording content every other day and there are new classes being released every week – that’s one of the key value propositions for our members. There’s always fresh content to look forward to.

Since we started we’ve significantly expanded our offering based on requests from our customers – recently we added stair climber workouts for the gym, stress relief and sleep classes for those dealing with the effects of the pandemic, and pilates classes for those with bad backs from sitting on a chair all day at home.

Tell us about Auro’s newest features and upgrades. Why were these priorities?
Last year, we added running tracking for all our outdoor runs so users can track their pace, distance, route and time splits all from inside the app. So when you are doing a threshold run, you can actually see in real time what that threshold pace is and see it improve as you progress.

We have also added integration with Apple and Amazon music so users can overlay their own playlists from these services with the voice of the coach.

These were both driven by requests from our consumers – requests play quite a significant role in terms of shaping new product features and class content for our business.

What technologies do you use to personalise and optimise the service for individual users?
We use recommender algorithms that take user data, their preferences, their previous consumption and consumption of other users with similar goals to personalise the content and programming for the users.

We are also seeing an increasing percentage of users using wearables to track their workout metrics and we’re working on some big upgrades that will allow us to use their wearable data to further personalise the workouts to the fitness level and goals of users.

What’s the average length of time that users continue their membership for?
Ninety per cent of our users stick around for at least a year, with a significant percentage of them staying with us for longer. We’re still quite a young company but if the response from our existing users is any indication, our retention numbers are very, very good.

What are your plans for Auro?
There are 60 million gym members in Europe and 100m+ others who are physically active so the opportunity is massive. We want to grow our subscriber base by 10 times over the next two years. As ambitious as that sounds, I believe that’s totally possible.

COVID-19 has accelerated the growth of digital substantially and today’s consumer is much more conscious of their health and overall wellbeing. I believe there will be multiple winners in this category.

Auro provides users with audio instruction from Olympians and expert trainers / © AURO
Auro provides users with audio instruction from Olympians and expert trainers / © AURO
The app features training sessions in 11 categories, from running to meditation / © AURO
The app features training sessions in 11 categories, from running to meditation / © AURO
Auro designs “killer playlists” for each session, or users can overlay their own music / © Dmytro Zinkevych
Auro designs “killer playlists” for each session, or users can overlay their own music / © Dmytro Zinkevych
https://www.leisureopportunities.co.uk/images/2021/509825_247323.jpg
The co-founder of Auro on why audio-only is best
HCM magazine
HCM People

Alan Leach

Chair of IHRSA and CEO, West Wood Clubs
IHRSA is now on a mission to bring the global industry together
HCM magazine
Armah Sports has revealed the first B_fit health club – a smart club concept that’s gearing up for the Metaverse with AI, VR, Amazon Alexa and the Internet of Things, as Tom Walker reports
HCM magazine
This has always been a creative, driven sector, but the pressures of the pandemic have inspired a new outpouring of creativity, leading to the emergence of new models, partnerships and concepts
HCM Magazine
HCM People
There’s still no ‘stress resilience’ profession. We believe fitness professionals can fill that gap
HCM Magazine
Sponsored
Technogym’s Biocircuit offers a range of time-controlled and time-free circuits using the Biostrength line, with its Biodrive AI technology, delivering customised workouts
HCM Magazine
Research
A US study investigating consumer attitudes to gyms, health clubs and studios reveals a new focus on wellness, as well as opportunities for operators to grow their businesses
HCM Magazine
Research
NICE has done a U-turn on its controversial guidelines for treating Chronic Fatigue Syndrome, saying that physical activity or therapy should not now be routinely prescribed for patients
HCM Magazine
Sponsored
Life Fitness is introducing a new range of Hammer Strength anaerobic equipment to complement its legendary strength training range
HCM Magazine
HCM People
It makes services and tech more accessible and affordable for wellness professionals
HCM Magazine
Promotion
A new app called Trakk, from Pulse Fitness, promises triple benefits to operators, says Chris Johnson
HCM Magazine
Latest News
Wellness tech firm Timeshifter has launched a new circadian app for shift workers, allowing them ...
Latest News
Sport England says it's introducing "new and innovative" ways to increase participation – by doing ...
Latest News
Denmark has been identified as the cheapest country in the world to live a healthy ...
Latest News
Boxx has launched a new generation punch bag and smart punch trackers that work with ...
Latest News
The Global Wellness Institute (GWI) and BBC Storyworks have struck up a partnership to create ...
Latest News
The global wellness economy will grow by 9.9 per cent annually and reach US$7trn by ...
Latest News
Inclusive Fitness Boston, a health club created specifically for those with disabilities and their families, ...
Latest News
The Women in Fitness Association (WIFA), is partnering with Sport Alliance to undertake a survey ...
Opinion
promotion
FitnessOnDemand’s divisional vice president Uday Anumalachetty discusses what live fitness really means for clubs and their members today
Opinion: Why we need to reimagine what live fitness really means
Featured supplier news
Featured supplier news: Pulse Fitness appointed as preferred fitness supplier to Telford & Wrekin Leisure
After winning a competitive tender process in 2019, Pulse Fitness was appointed by Telford & Wrekin Leisure as its preferred fitness supplier over the next five years.
Featured supplier news
Featured supplier news: Hammer Strength just got stronger: Introducing the new HD Performance Trainers
Hammer Strength, the number one brand in performance strength training, is adding to its portfolio of industry-leading machines with the launch of its new anaerobic training line, HD Performance Trainers.
Featured operator news
Featured operator news: Everyone Active successfully reopens exercise referral scheme thanks to EXi partnership
Local authority leisure provider Everyone Active has reopened its essential exercise referral scheme, by joining forces with EXi, the NHS-approved exercise prescription app and data portal.
Featured operator news
Featured operator news: Sporting heroes to officially open £22 million redevelopment at Everyone Active centre
A £22 million redevelopment project will be unveiled at Grange Paddocks Leisure Centre, as part of the official launch of the state-of-the-art centre.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Mindbody, Inc
Les Mills
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Company profiles
Company profile: Octane Fitness UK
A global innovator of innovation and variety in fitness equipment, Octane Fitness, a True Fitness ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
SpaBooker: Spa software
Salt therapy products
Saltability: Salt therapy products
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Management software
Premier Software Solutions: Management software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Red Light Therapy
 Red Light Rising: Red Light Therapy
trade associations
International SPA Association - iSPA: trade associations
Wearable technology solutions
MyZone: Wearable technology solutions
Architects/designers
Zynk Design Consultants: Architects/designers
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Anantharaman Pattabiraman

When you’re undertaking fitness activities, unless you’re on a stationary bike, in most cases it’s not safe or necessary to be tied to a screen, especially a small screen

Published in Fit Tech 2021 issue 2
Pattabiraman was an algorithmic trader at Goldman Sachs for 11 years / © AURO
Pattabiraman was an algorithmic trader at Goldman Sachs for 11 years / © AURO
Since 2018, we’ve grown to 170,000+ users in more than 50 countries. I’m so happy to see that we’re helping so many people

What was your background before co-founding Auro?
I was an algorithmic trader for Goldman Sachs, where I spent 11 years before starting Auro. Since childhood, sports and fitness have been my passion and I’ve played all kinds of sports including cricket, football and badminton.

How did the idea for Auro come about?
While I was at Goldman Sachs, I really struggled to find as much time for team sport and instead took a keen interest in running. I was looking for a coach and I struggled to find a good one that would work around my ridiculous schedule. I had been exposed to the boutique fitness class concepts in London and I wanted to bring the boutique style of training and motivation to people like myself, who need it on demand.

I wanted to build a consumer-focused product that would bring best-in-class training and technology and deliver this at scale with personalisation.

How did you and Karthik Narayanan come together to co-found Auro?
Karthik and I are distant cousins and we have known each other since childhood, having been in the same school as well. He had gone on to work for a bunch of great tech companies including Qualcomm and Samsung so I knew he would be the right partner for me in this venture.

What exactly is Auro?
Auro is a connected fitness/wellness app. We provide on-demand classes in 11+ categories for fitness or wellness for the home, gym or outdoors, with new classes every week. The classes are led by experts in their field – you can train with ex-Olympian Ben at home using body weight or go for a guided run with our triathlon coach Lucy, or just find your zen with Michael in a meditation class.

Music is such a key aspect of a fitness class and most products just make you listen to stock music. We work with our trainers to make killer playlists, similar to a boutique studio class, but if you don’t like our music then you can overlay your own from Spotify, Apple or Amazon music.

We also connect with 20+ devices so you can track all your metrics in real time and really understand your progress with Auro.

Why did you choose to create fitness instruction without a screen?
When you’re undertaking fitness activities, unless you’re on a stationary bike, in most cases it’s not safe or necessary to be tied to a screen, especially a small screen.

When you run, do burpees, meditate or even do yoga, it’s not a great experience to keep squinting at a tiny screen. Even when you do yoga in a studio, chances are you will never see the coach unless you’re at the front.

We do understand that for many users, particularly those that are new to fitness or new to a particular discipline, they will need some visual assistance, so all of our posture-based classes offer video guides which are designed to help users to master the moves before they jump into the class. However our belief is that once you start the class, your trainer should be able to guide you completely, solely through vocal instruction.

Our mantra for users is ‘stop squinting, start sweating’!

How has Auro evolved and grown since you launched in 2017?
We launched the product in 2017 as a video livestreaming product and then we relaunched in 2018 as an audio product. Since 2018, we’ve grown to 170,000+ users in 50+ countries.

We have large diversity in our userbase, be it age, sex, geography or income. We’re reaching a wide base of users and I’m so happy to see that we’re helping so many different people.

We started out with just running classes but now we have nearly 700 classes across 11 categories, with everything from walking, to strength training, to meditation, to sleep.

How do you keep the content fresh and interesting?
We’re recording content every other day and there are new classes being released every week – that’s one of the key value propositions for our members. There’s always fresh content to look forward to.

Since we started we’ve significantly expanded our offering based on requests from our customers – recently we added stair climber workouts for the gym, stress relief and sleep classes for those dealing with the effects of the pandemic, and pilates classes for those with bad backs from sitting on a chair all day at home.

Tell us about Auro’s newest features and upgrades. Why were these priorities?
Last year, we added running tracking for all our outdoor runs so users can track their pace, distance, route and time splits all from inside the app. So when you are doing a threshold run, you can actually see in real time what that threshold pace is and see it improve as you progress.

We have also added integration with Apple and Amazon music so users can overlay their own playlists from these services with the voice of the coach.

These were both driven by requests from our consumers – requests play quite a significant role in terms of shaping new product features and class content for our business.

What technologies do you use to personalise and optimise the service for individual users?
We use recommender algorithms that take user data, their preferences, their previous consumption and consumption of other users with similar goals to personalise the content and programming for the users.

We are also seeing an increasing percentage of users using wearables to track their workout metrics and we’re working on some big upgrades that will allow us to use their wearable data to further personalise the workouts to the fitness level and goals of users.

What’s the average length of time that users continue their membership for?
Ninety per cent of our users stick around for at least a year, with a significant percentage of them staying with us for longer. We’re still quite a young company but if the response from our existing users is any indication, our retention numbers are very, very good.

What are your plans for Auro?
There are 60 million gym members in Europe and 100m+ others who are physically active so the opportunity is massive. We want to grow our subscriber base by 10 times over the next two years. As ambitious as that sounds, I believe that’s totally possible.

COVID-19 has accelerated the growth of digital substantially and today’s consumer is much more conscious of their health and overall wellbeing. I believe there will be multiple winners in this category.

Auro provides users with audio instruction from Olympians and expert trainers / © AURO
Auro provides users with audio instruction from Olympians and expert trainers / © AURO
The app features training sessions in 11 categories, from running to meditation / © AURO
The app features training sessions in 11 categories, from running to meditation / © AURO
Auro designs “killer playlists” for each session, or users can overlay their own music / © Dmytro Zinkevych
Auro designs “killer playlists” for each session, or users can overlay their own music / © Dmytro Zinkevych
https://www.leisureopportunities.co.uk/images/2021/509825_247323.jpg
The co-founder of Auro on why audio-only is best
Latest News
Wellness tech firm Timeshifter has launched a new circadian app for shift workers, allowing them ...
Latest News
Sport England says it's introducing "new and innovative" ways to increase participation – by doing ...
Latest News
Denmark has been identified as the cheapest country in the world to live a healthy ...
Latest News
Boxx has launched a new generation punch bag and smart punch trackers that work with ...
Latest News
The Global Wellness Institute (GWI) and BBC Storyworks have struck up a partnership to create ...
Latest News
The global wellness economy will grow by 9.9 per cent annually and reach US$7trn by ...
Latest News
Inclusive Fitness Boston, a health club created specifically for those with disabilities and their families, ...
Latest News
The Women in Fitness Association (WIFA), is partnering with Sport Alliance to undertake a survey ...
Latest News
Location and cost are the top considerations for consumers when it comes to choosing a ...
Latest News
Increases in COVID-19 cases across Europe are forcing governments to introduce restrictions, which is having ...
Latest News
Exercise has been found to increase levels of endocannabinoids – cannabis-like substances produced by the ...
Opinion
promotion
FitnessOnDemand’s divisional vice president Uday Anumalachetty discusses what live fitness really means for clubs and their members today
Opinion: Why we need to reimagine what live fitness really means
Featured supplier news
Featured supplier news: Pulse Fitness appointed as preferred fitness supplier to Telford & Wrekin Leisure
After winning a competitive tender process in 2019, Pulse Fitness was appointed by Telford & Wrekin Leisure as its preferred fitness supplier over the next five years.
Featured supplier news
Featured supplier news: Hammer Strength just got stronger: Introducing the new HD Performance Trainers
Hammer Strength, the number one brand in performance strength training, is adding to its portfolio of industry-leading machines with the launch of its new anaerobic training line, HD Performance Trainers.
Featured operator news
Featured operator news: Everyone Active successfully reopens exercise referral scheme thanks to EXi partnership
Local authority leisure provider Everyone Active has reopened its essential exercise referral scheme, by joining forces with EXi, the NHS-approved exercise prescription app and data portal.
Featured operator news
Featured operator news: Sporting heroes to officially open £22 million redevelopment at Everyone Active centre
A £22 million redevelopment project will be unveiled at Grange Paddocks Leisure Centre, as part of the official launch of the state-of-the-art centre.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Mindbody, Inc
Les Mills
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Company profiles
Company profile: Octane Fitness UK
A global innovator of innovation and variety in fitness equipment, Octane Fitness, a True Fitness ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
SpaBooker: Spa software
Salt therapy products
Saltability: Salt therapy products
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Management software
Premier Software Solutions: Management software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Red Light Therapy
 Red Light Rising: Red Light Therapy
trade associations
International SPA Association - iSPA: trade associations
Wearable technology solutions
MyZone: Wearable technology solutions
Architects/designers
Zynk Design Consultants: Architects/designers
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
Search news, features & products:
Find a supplier:
Precor UK
Precor UK
Partner sites