Another Round

What Another Round does

Another Round is a London-based remote personal training company operated by The Badass System Ltd., selling a £65/month mobile subscription that pairs a small team of Level 3 qualified coaches (Max Cotton, Tash Curry, Dan Ward, Sam Brown Abreu, Ash Kavanagh) with on-demand workout programmes, nutrition guidance, and one-to-one accountability. Founded in 2018, the company positions itself as a lower-cost, cancel-anytime alternative to in-person PT, with member examples spanning rehabilitation (post-ICU, post-surgery, Achilles injury), HYROX/ultra-marathon preparation, and general strength and body-composition goals.

The technical core is a personalised programming stack delivered through a Fitbot Inc-hosted mobile application, with VOR Engine (launched July 2024) acting as the company's proprietary AI layer that uses astrophysics mechanics to convert structured user inputs (fitness goals, equipment, time, injuries) into customised workout plans. Workout delivery remains dependent on the third-party Fitbot platform, while AI orchestration, coach allocation, and nutrition strategy sit in-house.

Revenue is generated through three subscription-style streams: individual self-serve sign-ups at £65/month via the website, corporate employee-benefits programmes at £65/employee/month sold through a dedicated landing page and contact form, and quote-based white-label/enterprise licensing to gyms under "Another Round for Gyms." Go-to-market is product-led for consumers (self-serve, cancel-anytime) and sales-led for B2B (contact-form and partner channels). The company has raised £300k in seed funding in July 2023 from angels and community members, an angel investment from former Pure Gym CEO Peter Roberts in August 2022, and a further approximately $1.27M round in July 2024 tied to the VOR Engine launch. Marketing relies on owned content (2–3 blog posts/week), organic social, a weekly newsletter and earned PR rather than a paid sales team.

Name

Another Round

Legal name

The Badass System Ltd.

Website

https://anotherround.co.uk

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Another Round is a London-based remote personal training platform offering £65/month personalised workout programmes, nutrition guidance and one-to-one coach accountability via a mobile app, serving self-pay individuals with extensions into corporate employee benefits and gym licensing.

Ownership category

akta.pro rank

Product category

Remote Personal Training Services

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620), Professional and Management Development Training (61143)

SIC

Services-Educational Services (8200), Services-Prepackaged Software (7372)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industries

Strength & Conditioning Personal Training (HSADAAAB), Training Delivery Services (Onsite/Virtual Instruction, Workshops, Coaching) (BPAEANAN)

Keywords

• Remote personal training
• Fitness subscription service
• AI workout planning
• Corporate wellness programs
• Online personal coaching

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Subscription (Remote PT): Monthly subscription for remote personal training at £65/month. Includes personalised workout programmes, nutrition strategy, and one-to-one coaching and accountability. Cancel anytime policy. The primary revenue driver for direct-to-consumer segment.
2. Corporate/Employee Benefits Subscriptions: B2B subscription model offering personal training as an employee health benefit for corporate clients. Priced at £65 per month per employee. Targets HR departments and employee benefit schemes.
3. Gym/Enterprise Platform Licensing: White-label or licensed version of the Another Round personal training platform for gyms. Enables gyms to offer digital fitness services, expand member services, and retain PTs. Revenue generated through enterprise licensing arrangements.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Another Round delivers remote personal training through a monthly subscription (£65/month, cancel anytime) accessible via website and mobile app. The service combines Level 3 qualified personal trainers with the proprietary VOR Engine AI that generates fully personalized workout plans, nutrition strategies, and one-to-one coaching support. In addition to direct consumer subscriptions, the company offers a white-label platform for gyms and an employee health benefits scheme for corporate clients.

Product overview

Another Round is a London-based personal training platform offering a unified portfolio of remote personal training services. The core offering is a monthly subscription remote PT service (£65/month) delivered via a mobile app by a team of qualified coaches, supplemented by B2B solutions (Another Round for Gyms for gym partners and Employee Health Benefits for corporate clients). The company also developed VOR Engine, an AI-powered platform using astrophysics mechanics to generate personalized workout plans, representing the technology layer underpinning its personalization capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• VOR Engine: AI-powered platform for personalized workouts using astrophysics mechanics, targeting healthcare and fitness sectors.

Products and services

• Remote Personal Training

Quantifiable outcome

• Strong brand reputation with 37 visible Trustpilot reviews and positive customer testimonials
• +2 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature3 records

Partnerships

One partnership is on record.

• Fitbot InccoreTechnology or IntegrationFitbot Inc is the third-party technology platform used by Another Round to deliver training programmes to members. The Badass System (trading as Another Round) provides workouts to members through Fitbot LLC. Fitbot collects, stores, and processes member personal data under its own privacy policy. The integration is critical infrastructure for programme delivery.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Aaptiv: Audio-based guided workout subscription offering personalised training programmes across multiple modalities. Comparable in the digital personalised PT category but differentiated by audio-first delivery and broader wellness positioning.
• Wellable: Corporate wellness platform helping employers deliver fitness, nutrition, and wellbeing programmes to employees. Comparable to Another Round's Employee Health Benefits product in the B2B wellness channel.

Direct peers

• Future: App-based personal training service connecting users with certified personal trainers for one-to-one coaching and custom programming. Operates a hybrid human-trainer + app model very similar to Another Round's core offering, at larger US/global scale.
• Fiit: UK-based online personal training platform offering live and on-demand classes with elite trainer-led content via a mobile app. Closest direct competitor to Another Round in the remote/online PT category, targeting the same UK consumer with subscription pricing.
• Freeletics: AI-driven personal training app generating personalised workout plans based on user goals, equipment, and fitness level. Direct competitor using AI-driven personalisation, similar value proposition to Another Round's VOR Engine, but at significantly larger scale globally.
• Gympass: Corporate wellness platform offering employees access to fitness and wellbeing benefits. Direct competitor to Another Round's Employee Health Benefits product, with established B2B distribution and large enterprise client base.

Regional players

• Keep It Cleaner (KIC): Online personal training and nutrition platform delivering structured workout programmes via app, focused on the Australian/NZ market. Comparable online PT business model but operating in a different geographic market than Another Round's UK focus.

Broad incumbents

• Apple Fitness+: Apple's subscription fitness service offering trainer-led workouts across multiple modalities, integrated across Apple devices. A broad incumbent in the digital personal training space with material resources, though differentiated by ecosystem integration rather than personalisation depth.
• Tonal: AI-powered connected strength training system delivering personalised workouts via hardware + subscription. Comparable in the AI-personalisation thesis but tied to proprietary equipment; represents an adjacent model in personalised fitness.
• Peloton: Global connected fitness incumbent offering app-based personal training, strength, yoga, and running classes via subscription. Competes in the same remote PT category with vastly larger scale, content library, and brand recognition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds3 records

Investors

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 Another Round