Unlimitech, a tech startup linked to the University of Cambridge, is looking to bring to market a face mask capable of recording and tracking the user's exercise data.
The wearable technology, called Smartmask, can precisely measure key aerobic and metabolic efficiency metrics, allowing the user to "effectively optimise their performance".
The mask is able to measure a number of performance-related indicators – from VO2 and VO2 Max to Resting Metabolic Rate, Respiratory Rate and Carbon Dioxide Production (VCO2).
Unlimitech is currently awaiting to secure a patent for the tech.
"The Smartmask's precision comes from tracking breath flow and composition in real-time, instead of proxies like heart-rate that 'guesstimate' metrics," said Unlimitech in a statement.
"The Smartmask's mobile and easy-to-breathe design make it perfect for use anywhere, and anytime.
"It has a compact, lightweight, and comfortable design that maximizes comfort and ease-of-breathe, so people don't need to worry about long training sessions in the middle of summer."
Unlimitech is headed by CEO Daniel Morales Valdivia and the team includes cycling journalist and writer Michael Hutchinson.
The company is supported by the Entrepreneurship Centre at the Cambridge Judge Business School – the business school of the University of Cambridge.