Bodybuilding startup Grndhouse has launched a new app after 18 months of development.
The app is available through the Apple App Store and Google Play and will help users maintain their daily workout schedule by making workouts more easily accessible.
“We want to be the leaders in strength training,” Grndhouse co-founder Louis Rennocks said in a exclusive interview with HCM. “Peloton and other vendors classify themselves as an at-home product, but we want Grndhouse to be everywhere: in gyms, hotels, on vacation, at home – it’s a fitness boutique in your hands.”
The first iteration of the app mirrors the Grndhouse web offering, however, as the app develops, new features will be released. In a few months, it will expand to provide a more user-focused library of workouts, including sport-specific and pre- and post-natal strength workouts. Not much equipment is needed to complete Grndhouse workouts – about 15% do bodyweight only, 10% need bands, and 75% need dumbbells.
Once the community workforce reaches an adequate level, AI-assisted strength training solutions will be introduced. “AI needs numbers, so we need to build our community to make machine learning work,” Rennocks said.
Once the AI is ready, users will be able to access a personalized strength training program that will recommend workouts based not only on preferred category, according to phase one, but also on fitness level and body type.
“Over time, the app will start to learn what you like and what strength training you want to do — your interface, for example, would be completely different from mine,” Rennocks explained. “It will still have the weekly structure, but will recommend workouts based on your body type.”
By using a heart rate monitor, users can receive a “shaking score” based on the time they have spent in different HR zones. “The algorithm will start to learn to move up the score and push harder,” Rennocks explained. “It will allow people to train and feel the progress as well.”
Grndhouse caused a stir in the fitness industry after former Barry trainers Louis Rennocks, Jay Copley, Connor Minney, Nik Naidoo and Izy George co-founded the company during the pandemic in January 2021. One thousand members will are joined during the first four weeks and ten months. they later secured a £1.5m investment – from Passion Capital, several angel investors and SEEDRS crowdfunding – to set up a fitness studio and app.
The company’s Paddington-based studio – which will be the only physical location in the UK – opened in December 2021. Designed by Zynk, its orange and black aesthetic is deliberately gender neutral with features such as a Built-in light to encourage social networking. Media sharing. The studio has a light stage from which the online sessions are filmed, but this physical location also allows members to participate in a live, in-person experience.
The launch of the app heralds a new chapter for Grndhouse which will see the startup pursue its ambitious vision to go global and conquer the US market. The team plans to raise more capital in the US this summer with a view to launching in the US and potentially opening a second hub that will offer in-person experiences and be used as a filming location. They also plan to expand their reach in Europe and significantly expand their customer base.
“We’re aiming to have 10,000 subscribers by the end of this year, which we believe is possible,” Rennocks said. “We have seen steady growth and our attrition rate is low. Many fitness companies only focus on attracting people, but we are trying to create a lifestyle change.