Myzone has launched a sports bra with built in fitness tracking technology.

The Myzone Sports Bra with integrated training technology, launched at the Las Vegas Consumer Electronics Show 2016, is a soft, one-piece bra featuring a built-in sensor strap and clip-on Myzone module that measures heart rate and calorie burn.

Myzone fitness tracking is designed to let the user you know how hard they’re trying during a work out and Myzone says its technology offers heart rate accuracy of over 99 per cent.

It calculates cardio and weight training effort so the user can see the benefits of strength work.

It also offers calorie-crunch data in conjunction with personal body metrics for accurate and personal calorie-burning calculations.

Manufactured from sweat-proof, quick-drying lined fabric the Myzone Sports Bra, RRP £49.99, is designed to be supportive, with optional lightly padded inserts.

Available in small, medium and large it has no rear fastening and can be worn as an outer or as a base layer. It’s been launched in black and red, but will soon be available in a variety of colours.

Myzone provides a game-based platform and social experience for all abilities, with responsive targets and personal feedback for each individual.

The technology creates a handicap for every user based on their maximum heart-rate, which effectively means users can compete with anyone.

Dave Wright, Myzone CEO, said: “Creating a personal handicap based on your maximum heart rate, it is possible to beat an elite athlete by simply working harder. "For example, you might finish behind Mo Farah in an endurance run, but exert greater effort and Myzone makes you the winner. This means everyone competes on a level playing field."

It encourages competition with other users through cloud-based challenges via a web-based account and free mobile app. Users can analyse, ‘like’, and comment on each other’s workouts, while the app logs your activity history and even updates you over email.

The system notifies the user when they have attained the World Health Organisation’s recommended guidelines for physical activity.