What TwinLabs.ai does

TwinLabs.ai is a UK-based digital twin SaaS company founded in 2023 by Tim Wade, Rob Webster and Peter Gray, who previously built the world-first real-time rider tracking platform for the Tour de France while employed at a global technology multinational. The company sells an AI-powered spatial intelligence platform that connects to facility operators' existing CCTV infrastructure—via a proprietary Vision AI edge compute box—to deliver real-time, anonymised analytics on space utilisation, equipment performance, and member behaviour, without requiring new sensors or facial recognition. Its flagship packaged solution, Gym Twin, serves multi-site gym and leisure operators, council leisure contract holders (e.g., Newport Live) and large fitness chains (e.g., Total Fitness, with a phased 15-club rollout), with adjacent sub-brands—Event Twin, Hotel Twin, Aged Care Twin, and Office Twin—targeting festivals, hospitality, care homes and workspaces respectively. The platform layers a digitised spatial gym plan, equipment and zone utilisation analytics, predictive busy-sector and fault-detection models, multi-site benchmarking, and an LLM-powered virtual analyst called Maria onto a browser-rendered 3D digital twin.

The underlying technology combines a real-time data ingestion pipeline that homogenises feeds from CCTV, IoT sensors, ticketing systems and membership data; edge-based Vision AI inference for anonymisation; a probabilistic demographic inference service; and natural-language analytics delivered through Maria. TwinLabs monetises through annual SaaS subscriptions priced on a quote basis by facility size and scope, supplemented by hardware sales of the Vision AI Box. Go-to-market combines founder-led enterprise field sales with 30-minute demo bookings, product-led growth touchpoints (self-serve booking, free GLP-1 guide), and a partner channel spanning gym management software (Gladstone), equipment manufacturers (BLK BOX), implementation/SI (NTT Data), construction/facilities management (Wates Group), and experiential marketing (Movico). Industry credibility is anchored by a UKActive partnership, an Innovate UK grant (approximately £129,892), the inaugural Confluent Data Streaming Startup Challenge (~USD 500,000 early-stage investment), and the 2025 Fitness Technology Summit Startup Spotlight award.

Name

TwinLabs.ai

Legal name

TwinLabs AI Ltd

Website

https://twinlabs.ai

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

TwinLabs.ai is a UK-based digital twin SaaS platform that converts existing CCTV into anonymised, AI-powered spatial intelligence. Its Gym Twin product delivers real-time equipment, space and member behaviour analytics to multi-site gym operators, council leisure trusts, event organisers and adjacent facility verticals.

Ownership category

akta.pro rank

Product category

Digital Twin SaaS Platform

NAICS

Software Publishers (5132)

SIC

Industrial Instruments For Measurement, Display, And Control (3823)

akta.pro primary industry

Digital Twin for Manufacturing & Production Optimization (IMAIAMAO)

Keywords

• Spatial intelligence platform
• Digital twin software
• CCTV video analytics
• Computer vision analytics
• Facility utilization analytics

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Subscription-Based SaaS Platform: The TwinLabs platform is offered as a subscription service to gym and leisure operators. Pricing is quote-based and tiered based on facility size and features. Includes access to the digital twin platform, analytics dashboards, and AI-powered insights with Maria virtual analyst.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

TwinLabs.ai sells a B2B SaaS digital twin platform that connects to a venue's existing CCTV (via an edge Vision AI box) to produce anonymized, real-time spatial intelligence covering space usage, equipment utilization, and customer behaviour. It is delivered through vertical-specific packaged solutions led by Gym Twin for fitness/leisure operators, alongside Event Twin, Hotel Twin, Aged Care Twin and Office Twin, with an LLM-powered AI analyst (Maria) that lets non-technical users query the data in natural language.

Product overview

TwinLabs.ai is a unified digital twin platform built around its core TwinLabs Platform technology that connects to existing CCTV infrastructure via Vision AI to deliver real-time spatial intelligence. The company's flagship product is Gym Twin, a specialized solution for gym and leisure operators that provides multi-layer analytics including spatial gym plans, equipment and space usage tracking, utilization analytics, and predictive insights. The platform extends to other verticals through Event Twin (events/roadshows), Hotel Twin (hospitality), Aged Care Twin (care homes), and Office Twin (workspaces). Key capabilities include AI-powered virtual analyst Maria for natural language data queries, anonymized demographic analytics, and estate-wide multi-site benchmarking. All solutions are privacy-first by design, requiring no new sensors and processing only aggregated, anonymized data from existing infrastructure.

Differentiator

Problem solved

Functional benefit

Brands

• Gym Twin: Digital twin platform for gym operators that connects gym equipment, spaces, and real-world member behaviour into a single intelligent view.
• Event Twin
• Hotel Twin
• Aged Care Twin
• Office Twin

Products and services

• TwinLabs Platform Core AI-powered digital twin SaaS platform that connects to a customer's existing CCTV infrastructure (via an edge Vision AI box) and ingests third-party sensor and membership data to deliver real-time, anonymized spatial intelligence across physical spaces. Sold to enterprise venue operators under annual subscription.
• Gym Twin Vertical-specific packaged digital twin solution for gym and leisure operators. Connects gym equipment, spaces and real-world member behaviour into a single intelligent view with zone-level occupancy, equipment utilisation by manufacturer, peak/off-peak analysis, predictive busy-sector alerts, and multi-site benchmarking across an estate. Sold to fitness chains (e.g. Total Fitness, Newport Live) and council leisure operators.
• Event Twin Digital twin solution for event, roadshow and festival operators providing real-time visitor flow analysis, zone utilisation tracking, and ticketing/engagement insights across multiple venues and audience types. Deployed by Movico across European brand roadshows.
• Hotel Twin Digital twin solution for hotel operators providing visibility into how guests use public spaces such as lobbies, restaurants, pool areas and conference rooms, to optimise cleaning, staffing, and revenue per square metre.
• Aged Care Twin Digital twin solution for aged care home operators providing a real-time picture of space occupancy across buildings to support staff deployment, resident wellbeing, and duty-of-care evidence.
• Office Twin Digital twin solution for offices and workspaces providing desk and meeting room utilisation data to remove guesswork from space planning and hybrid working decisions.
• Vision AI Box Edge compute device that connects to a customer's existing CCTV system, processing video data locally for privacy before transmitting only anonymised, aggregated spatial insights to the TwinLabs platform. Deployed as part of customer installations.

Quantifiable outcome

• Equipment reallocation based on utilisation data: Total Fitness identified treadmills as over-provisioned, reallocated space to high-demand strength and cable equipment.
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability9 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Gladstone SoftwarecoreTechnology or Integration · 8 April 2025Partnership agreement enabling Gladstone Software customers to access TwinLabs' prebuilt integrations for real-time demographic analytics alongside space and equipment analytics. Gladstone's leisure management software customers can understand who is using spaces and equipment alongside what is being used. Integration enriches Gym Twin analytics with member demographic breakdown by gender, age, and membership type.
• HowlercoreTechnology or IntegrationPartnership with ticketing firm Howler to deploy digital twin technology at UK festivals. Platform processes data from sensors and third-party sources including ticketing to provide real-time crowd management and safety insights.
• MovicocoreTechnology or IntegrationEurope's leading experiential marketing and roadshow provider. Movico uses TwinLabs Event Twin to measure visitor engagement across roadshow activations. Partnership demonstrates platform versatility beyond fitness.
• myFitAppminorChannel Partner/ Reseller/ DistributorGym app partner in the ecosystem. myFitApp integration extends the TwinLabs platform reach to gym operators using their app solution.
• NTT DataminorImplementation/ SI/ Consulting PartnerGlobal IT services provider partnership. NTT Data delivers consulting and implementation services for TwinLabs platform deployments.
• Wates GroupminorStrategic or Co-development PartnerConstruction and facilities management group. Partnership potentially extends TwinLabs to Wates-managed facilities and new build projects.
• UKActivecoreGTM or Marketing PartnerUK fitness industry body partnership. TwinLabs is a proud partner of UKActive, working closely with industry leaders to build insights for gym operators. Partnership provides industry credibility and network access.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Placer.ai: Placer.ai provides foot traffic and visitor analytics for retail, real estate, and venues using computer vision and location data. Comparable in turning physical space movement into actionable operational intelligence.
• Eagle Eye Networks: Eagle Eye Networks provides cloud video surveillance and AI analytics for physical security across many industries. Larger incumbent with broader portfolio but increasingly overlapping with TwinLabs' spatial analytics use cases.
• Matterport: Matterport creates digital twins of physical buildings and spaces for real estate, construction, and facility management. Operates in the same digital twin category but with a different capture modality (3D cameras vs CCTV Vision AI).
• Spacewell: Spacewell provides workplace and building management software with occupancy and space utilization modules. Broader portfolio player in the smart building/IFM space competing for similar facility analytics budgets.

Direct peers

• VergeSense: VergeSense delivers workplace space utilization analytics using AI and computer vision sensors. Shares TwinLabs' core value proposition of turning physical space usage into data-driven insights for facility optimization.
• Density: Density provides people counting and occupancy analytics for physical spaces using sensors and computer vision. Directly comparable to TwinLabs' spatial intelligence offering for facilities, though typically uses dedicated sensors rather than existing CCTV.
• Rhombus Systems: Rhombus is a cloud-based physical security platform with AI-powered video analytics. Overlaps with TwinLabs' use of computer vision on existing CCTV infrastructure to deliver spatial intelligence and operational insights.

Others

• Mindbody: Mindbody is a leading business management platform for gyms, fitness studios, and wellness operators. Adjacent rather than directly competing, but operates in the same gym/leisure technology ecosystem as TwinLabs.
• Gladstone Software: Gladstone provides leisure management software for UK gyms, leisure centres, and councils. TwinLabs' existing integration partner; serves the same customer base with member/operations software rather than spatial analytics.

Emerging players

• Boon: Boon offers AI-driven facility and operations analytics for multi-site operators. Emerging player with overlapping use cases in equipment and space utilization analytics for facility-heavy industries.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/twinlabs

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TwinLabs.ai