Bhout is in pre-sales for its AI-driven boxing bag, which it calls a 'boxing bag with a brain'.
The product started life at Bhout Boxing Club, founder Mauro Frota’s gym in Lisbon.
The bag combines sensors with 3D computer vision, AI and machine learning to create a gamified, immersive boxing experience with a hint of realism – the bag feels like a human body when hit, due to the materials from which it's made.
"The exterior is made from cactus leaves, the next layer is a medium-density foam that mimics muscle tissue, then another layer mimics connective tissue and, finally, a water core mimics our internal organs,” said Frota.
With a master’s degree in exercise psychology, Frota has harnessed the concept of nudging – how human behaviour is influenced by changing the environment. He's also studied human-focused design, particularly how gamification can enhance exercise adoption.
Having trained in martial arts he saw a connected, smart boxing bag such as Bhout as a category creator in the fitness market.
“Our bag can identify five strikes per second in terms of location, force and type of strike, with over 97 per cent accuracy," he said. "The app is full of gamification principles that make playing Bhout a fun experience."
By using the app along with the bag, users can take control of their routines by creating them, accessing playlists and tracking performance. All this can be shared with the Bhout community. “Bhouters” can also earn rewards and Jab$ – in-app tokens.
The bag also offers other training functionality. “The bag allows a 180º rotation, so it's possible to perform strength training exercises and complementary cardio,” he said.
An AI coach is also currently in the works. “We're currently teaching the AI to coach on technique and also developing more data around accuracy, speed and exertion,” said Frota. “We want to be the reference for boxing bag data."
Frota says the ergonomics of the bag will bring about future opportunities in the gaming market.
On the facility side, having achieved a base of 600 active members at his gym and an EBITDA of 50 per cent, Frota is also growing the chain and has five clubs in the pipeline for Portugal, all offering the Bhout bags alongside and strength equipment.
Overall, he told HCM, he intends to operate an estate of 80 per cent owned and 20 per cent franchised clubs.
The startup has its sights set on entering Brazil, UAE, Saudi Arabia, Spain and the UK, while its B2B strategy includes selling the Bhout bag directly to gyms, corporate offices and hotels.
“We're currently raising a seed round that will allow us to hit the market and penetrate key markets, as well as fulfil the pre-orders we already have,” said Frota, who confirms the company has already had pre-seed and bridge rounds of US$1m. “The investors in the first two rounds were business angels from the Portuguese ecosystem and we're now attracting the interest of Portuguese and international VCs.”
