The CoachCube story.

I've always wanted to build companies that make the world a better place. At Tough Mudder, we built something that genuinely changed people's lives — 5 million participants, $100M in revenue, three continents. Over 20,000 people got the logo tattooed on their bodies. You don't do that for a brand. You do it for something that meant something to you.

But there was a number that always nagged at me: 20% of people who signed up never showed up on race day. A 56-year-old car mechanic from Pennsylvania claimed he'd been deployed on a classified military operation. He proactively advised us not to bother contacting the Pentagon — they would, he assured us, deny all knowledge. Someone's brain was being used for unauthorised Canadian government science experiments. And my personal favourite: a participant whose dog had been impregnated by their cat.

Behind the comedy was a real problem. Most of these people hadn't trained. They'd downloaded a plan, pinned it to the fridge, and quietly abandoned it. Not because they were lazy — because static plans don't adapt, don't motivate, and don't hold you accountable.

We live in an era of driverless taxis, AI that writes code, and robots performing surgery. And yet the best solution the fitness industry can offer is paying someone £80 an hour to watch you do push-ups.

CoachCube is an autonomous AI coaching system built into a semi-private space within commercial gyms and other shared spaces such as hotels and coworking offices. It sees you train, adapts your programme in real time, and gives you the expertise of a great personal trainer without the cost or the self-consciousness.

No wearables. No app fatigue. Just walk in, train, and get coached.

— Will Dean, Founder & CEO