iPIXEL
iPIXEL is a Seoul-based digital health company that builds on-device AI motion-recognition software for its EXERCITE consumer fitness app and EXERCITE CARE hospital rehabilitation platform, serving hospitals, rehabilitation centers, insurers, and consumers across 50+ countries.
- Company typePrivate
- Founded2017
- HeadquartersSeoul, South Korea
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What iPIXEL does
iPIXEL is a Seoul-based digital healthcare and fitness technology company founded in November 2017 by Lee Sang-soo, a former Samsung SDS and Neowiz executive. The company develops on-device AI computer vision technology that performs real-time motion recognition and pose estimation directly on edge devices (smartphones, tablets, Smart TVs) without transmitting data to servers. Its core technology stack includes a 3D pose-estimation model, an object-detection model that runs at 30–60 FPS on modern mobile hardware, and a proprietary standardized database of more than 2,200 AI exercise movements with 2,300+ metadata points covering joint angles, muscle targets, ROM, and intensity.
iPIXEL operates a dual-product portfolio. EXERCITE is a consumer-facing AI home fitness app distributed through Google Play, the Apple App Store, and as the exclusive AI fitness app pre-installed on LG Electronics Smart TV webOS, reaching 50+ countries with 1M+ downloads and 300,000+ MAU. EXERCITE CARE is a B2B digital rehabilitation platform that integrates with hospital EMR systems via patented app-to-app connections, enabling physicians to prescribe personalized exercise programs while patients execute them at home with AI-driven real-time feedback; it has been deployed at major Korean hospitals including Gangnam Severance, Seoul National University Bundang, Chung-Ang, Bucheon Sejong, Jeju National, and Incheon Sejong, with over 1,000 prescription cases recorded at Bucheon Sejong alone. The company also operates an open platform that lets physical therapists upload custom rehabilitation videos that are automatically AI-analyzed.
The business model combines B2C subscription revenue, B2B SaaS subscriptions to hospitals and rehabilitation centers (currently mostly free-for-research pending DTx licensing), OEM licensing to device manufacturers (LG Electronics), content licensing via the therapist open platform, and planned enterprise employee health-management contracts. iPIXEL is pursuing Korean MFDS digital therapeutic device certification for EXERCITE CARE with confirmatory clinical trials underway and a licensing target of early 2026. The company has raised approximately 2.8 billion KRW (~$2.1M USD) in venture funding from Bluepoint Partners, Shinhan Venture Investment, and Mirae Asset Venture Investment, and management has indicated an early-2028 IPO target.
iPIXEL firmographics
Firmographics- Name
- iPIXEL
- Legal name
- iPIXEL (아이픽셀)
- Website
- https://ipixelcorp.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- iPIXEL is a Seoul-based digital health company that builds on-device AI motion-recognition software for its EXERCITE consumer fitness app and EXERCITE CARE hospital rehabilitation platform, serving hospitals, rehabilitation centers, insurers, and consumers across 50+ countries.
- Ownership category
- akta.pro rank
iPIXEL industry classification
Industry- Product category
- Digital Health Software (AI rehabilitation and fitness)
- NAICS
- Electromedical and Electrotherapeutic Apparatus Manufacturing (334510), Computer Systems Design Services (541512)
- SIC
- Electromedical & Electrotherapeutic Apparatus (3845), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Real-Time Vision at the Edge (on-device CV/video) (HDAAAJAE)
- akta.pro secondary industry
- Edge AI Hardware & NPUs (SoCs, modules, accelerators) (HDAAAJAC)
Keywords
Where iPIXEL is headquartered
LocationHeadquarters
- HQ city
- Seoul
- HQ country
- South Korea
- HQ region
- Asia
Offices1 record
Markets served
iPIXEL business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- B2B SaaS Subscription (Hospital/Medical Institutions): Monthly subscription model for hospitals and medical institutions to use EXERCITE CARE. Currently provided free at Incheon Sejong Hospital and Bucheon Sejong Hospital for research purposes. Revenue model shifts to paid subscription upon DTx licensing approval.
- B2C Consumer App Subscription: Monthly subscription for individual consumers using EXERCITE (fitness) app. Target to reach profitability at 1.5 billion KRW annual revenue.
- OEM Licensing (Smart TV / Device Manufacturers): LG Electronics pays license fees for including EXERCITE on webOS Smart TV platform. Revenue share arrangement with device manufacturers embedding the software.
- Content Licensing (Open Platform): Physical therapists and professional medical staff upload rehabilitation exercise videos; iPIXEL pays licensing fees based on sales generated from those videos.
- Enterprise Employee Health Management: B2B contracts with corporations for employee musculoskeletal health management, combining in-house hospital services with EXERCITE CARE after health checkups. Planned expansion post-DTx approval.
- IPTV Platform Revenue Share (Historical): Revenue share arrangement with KT for providing HowFit AI live fitness platform through Olleh TV IPTV service.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | B2B Hospital SaaS (EXERCITE CARE) - Subscription |
| Subscription | Monthly | B2C Consumer App (EXERCITE) - Subscription |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels7 records
iPIXEL product offering
Product offeringCore offering
iPIXEL builds on-device AI computer-vision software that recognizes human motion in real time and delivers AI exercise coaching on smartphones, tablets, and Smart TVs. Its commercial offerings are the EXERCITE consumer home-fitness app and the EXERCITE CARE digital rehabilitation SaaS platform with EMR-integrated prescription for hospitals. Core technology runs computer vision and pose estimation directly on edge devices without transmitting data to servers, and is delivered via mobile app stores, the LG webOS Smart TV platform, and direct hospital integrations.
Product overview
iPIXEL operates a dual-product portfolio centered on AI motion recognition technology. The consumer-facing 'EXERCITE' app provides general home fitness coaching to individuals via smartphones, tablets, and LG Smart TVs, featuring real-time pose correction and personalized workout planning. The healthcare-facing 'EXERCITE CARE' platform serves as a prescription-based digital rehabilitation tool for medical institutions, integrating with hospital EMR systems to enable doctors to prescribe personalized rehab exercise programs while patients perform exercises at home with on-device AI motion analysis and real-time feedback. The company's original product, 'HowFit' (launched 2021, co-commercialized with Shinhan Life), was the foundation that evolved into both current products. iPIXEL holds 10 registered patents (domestic and international) and has a standardized database of 2,200+ AI exercise metadata entries.
Differentiator
Problem solved
Functional benefit
Brands
- Exercite: AI home fitness training service providing exercise coaching with real-time pose analysis and motion recognition for general consumers.
- Exercite Care
- HowFit
Products and services
- EXERCITE AI-powered home fitness training app for general consumers that uses on-device computer vision to track user movements via smartphone, tablet, or Smart TV camera and delivers real-time AI pose coaching, calorie tracking, and personalized workout routines, backed by a database of 2,200+ AI exercise movements.
- EXERCITE CARE AI-powered digital musculoskeletal rehabilitation SaaS platform that connects healthcare providers and patients via EMR-integrated prescription; doctors prescribe personalized rehab exercise programs, patients perform them at home on smartphone, tablet, or smart TV with on-device AI motion recognition providing real-time accuracy feedback, tracking ROM, compliance, calories, and muscle engagement, with MFDS DTx licensing targeted for early 2026.
Quantifiable outcome
- Over 1,000 rehabilitation prescription cases recorded at Bucheon Sejong Hospital using EXERCITE CARE
- +4 more outcomes
Companies that use iPIXEL
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles4 records
iPIXEL technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability5 records
Feature8 records
iPIXEL partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Gyeonggi Region Cardiovascular and Cerebrovascular Rehabilitation CentercoreMOU signed to develop personalized rehabilitation exercise programs for neurological rehabilitation patients, including Parkinson's disease. Center provides clinical expertise; iPIXEL provides AI motion recognition technology. Joint research and clinical testing planned.
- Shinhan Life InsurancecoreCo-commercialized HowFit AI fitness platform with Shinhan Life. Initial B2B2C partnership to launch the app with a financial/insurance group in March 2021.
- KT Corporation (Olleh TV)coreiPIXEL provides its AI live fitness platform HowFit through KT's IPTV service Olleh TV, expanding distribution to KT's subscriber base in South Korea.
- LG ElectronicscoreEXERCITE is the only AI-powered fitness app selected for LG Electronics' Smart TV webOS platform globally. Also includes North American WebOS deployment. Strategic OEM embed providing massive global consumer reach.
- Gangnam Severance HospitalcoreJoint research collaboration on rehabilitation exercise. Professor Park Joong-hyeon from Gangnam Severance co-developed exercise content and contributed clinical expertise. Hospital evaluates EXERCITE CARE for rehabilitation patient use.
- Samsung Life Insurance (Barobody Project)minorDeveloped exercise recognition algorithms starting from the Samsung Life Insurance Barobody Project in 2019, which provided initial funding for AI exercise data development.
- NIPA (National IT Industry Promotion Agency)coreNIPA selected iPIXEL for the '2023 non-face-to-face leading service revitalization project.' iPIXEL was 1 of 7 companies promoted from demonstration to commercialization support. Project focused on digital healthcare for medical rehabilitation exercise.
- Incheon Sejong Hospital and Bucheon Sejong HospitalcoreEarly deployment partners for EXERCITE CARE. Commercialized B2B SaaS API integration with EMR systems. Incheon Sejong Hospital was the first to deploy; Bucheon Sejong has recorded 1,000+ prescription cases.
- SK hynixminorPilot partnership to provide AI rehabilitation exercise services for factory workers at SK hynix facilities, addressing musculoskeletal health for industrial workers.
- Seoul National University Bundang HospitalcoreHospital cooperation project with iPIXEL for non-face-to-face rehabilitation exercise services. Part of NIPA commercialization project and Gyeonggi rehabilitation center collaboration.
- 2022 NIPA Demonstration Companies (UFit, Inventis, Damin Robot, JCF Technology, SM Planet, Insight)minorCo-selected with 6 other companies for NIPA's 2023 commercialization support after completing the 2022 non-face-to-face leading service demonstration. Ecosystem of Korean digital health companies.
Scale indicators13 records
Recent moves6 records
Expansion highlights6 records
iPIXEL competitors and assessment
Company assessmentDirect peers
- Sword Health: Sword Health is a US DTx platform for musculoskeletal conditions that uses AI-powered computer vision motion tracking via tablet cameras for remote physical therapy. It is the closest direct competitor to iPIXEL's EXERCITE CARE on technology (AI CV motion recognition), target customer (MSK patients and clinicians), and DTx business model (employer/payer-paid).
- Limber Health: Limber Health is a digital MSK care platform providing home exercise programs with remote monitoring for employers and health plans. Comparable to EXERCITE CARE as a B2B-payer DTx platform for MSK rehabilitation with remote exercise prescription and adherence tracking.
- Hinge Health: Hinge Health is the largest US DTx platform for MSK pain and rehabilitation, offering app-based exercise programs with wearable sensors (Enso) and human coaching. It is directly comparable to EXERCITE CARE as a payer- and employer-funded digital MSK care platform targeting the same clinical indications.
- Kaia Health: Kaia Health is a digital therapeutics company focused on MSK pain and COPD using smartphone-based AI motion analysis (pose estimation via device camera). Directly comparable to iPIXEL's on-device AI pose estimation approach for MSK and rehabilitation, with overlapping value proposition of accessible home-based exercise therapy.
Broad incumbents
- Tonal: Tonal is a connected strength-training system using AI and a digital weight system with on-device form feedback via camera/sensor. Comparable as a premium AI-powered home fitness product delivering personalized coaching and form correction, overlapping with iPIXEL's on-device pose feedback for strength exercises.
- Omada Health: Omada Health is a US public/established digital care platform (diabetes, hypertension, MSK, behavioral health) sold via employer and payer contracts. Comparable as a broader DTx incumbent covering MSK among multiple chronic conditions, with overlapping hospital-payer go-to-market but a wider portfolio.
- Samsung Health: Samsung Health is Samsung Electronics' integrated health and fitness platform pre-installed across Galaxy smartphones, watches, and TVs (Tizen), competing with LG webOS for AI fitness on TVs. Comparable as a competing device-OEM fitness ecosystem that iPIXEL would have to displace or co-exist with to expand beyond LG.
- Apple Fitness+: Apple Fitness+ is an integrated fitness video and workout service pre-installed on Apple devices using Apple Watch for motion tracking. Comparable as a consumer fitness experience bundled with a major OEM device ecosystem (iPhone/Apple TV/Apple Watch), overlapping EXERCITE's distribution model of being pre-installed on LG Smart TVs.
Regional players
- cult.fit (formerly Cure.fit): cult.fit is an India-based fitness and wellness platform combining offline centers and a digital subscription app with guided workout content. Comparable as a regional player offering video-led home fitness with measurable engagement (similar MAU/repeat-use metrics), but primarily serving the Indian market rather than overlapping with iPIXEL's LG/Korean footprint.
Emerging players
- BetterMe: BetterMe is a D2C health and fitness app company offering AI-personalized workout, calorie, and wellness plans via smartphone. Comparable as an emerging AI fitness coaching app competing for the same consumer mindshare as EXERCITE, though without iPIXEL's medical/rehab focus or exclusive OEM embed.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
iPIXEL social profiles
Digital presenceiPIXEL compliance and trust
Trust signalCompliance2 records
iPIXEL financial estimates
Financial estimateRevenue estimate
Valuation estimate
iPIXEL leadership team
Management profileNumber of profiles
Profiles1 record
iPIXEL funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
iPIXEL M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about iPIXEL
What does iPIXEL do?
iPIXEL builds on-device AI computer-vision software that recognizes human motion in real time and delivers AI exercise coaching on smartphones, tablets, and Smart TVs. Its commercial offerings are the EXERCITE consumer home-fitness app and the EXERCITE CARE digital rehabilitation SaaS platform with EMR-integrated prescription for hospitals. Core technology runs computer vision and pose estimation directly on edge devices without transmitting data to servers, and is delivered via mobile app stores, the LG webOS Smart TV platform, and direct hospital integrations.
Is iPIXEL a public or private company?
iPIXEL is a private company. It is classified as venture growth investor backed and is currently operating.
When was iPIXEL founded?
iPIXEL was founded in 2017. It employs 11 to 50 people.
Where is iPIXEL based?
iPIXEL is headquartered in Seoul, South Korea, in the Asia region.
How does iPIXEL make money?
Six revenue lines are on record. B2B SaaS Subscription (Hospital/Medical Institutions) is the primary driver. The others are B2C Consumer App Subscription, OEM Licensing (Smart TV / Device Manufacturers), content Licensing (Open Platform), enterprise Employee Health Management and IPTV Platform Revenue Share (Historical).
Who are iPIXEL's main competitors?
Direct peers on record are Sword Health, Limber Health, Hinge Health and Kaia Health. Broad incumbents are Tonal, Omada Health, Samsung Health and Apple Fitness+. cult.fit (formerly Cure.fit) is listed as a regional player. BetterMe is listed as an emerging player.
Does iPIXEL have an API?
No public API is recorded for iPIXEL.
What industry is iPIXEL in?
iPIXEL's product category is Digital Health Software (AI rehabilitation and fitness). Its primary akta.pro industry code is HDAAAJAE, Real-Time Vision at the Edge (on-device CV/video), with a secondary code of HDAAAJAC, Edge AI Hardware & NPUs (SoCs, modules, accelerators). Its NAICS code is 334510 and its SIC code is 3845.