GOQii gives its fitness-tracking device away for free, then charges $29 (£20) for a monthly personal training fitness subscription. The app also works with other trackers such as Jawbone, Fitbit and Strava, but the difference is that it provides a ‘real life’ coach, with which users can set goals and talk once a fortnight to review progress.

Founded in 2014 by Vishal Gondal, who sold previous business Indiagames to Disney in 2011 for around $100m (£68.7m), it raised $13.4m (£9.2m) in funding in November 2015 and in April 2016 appointed ex-Google executive Amit Singhal to its board. Singhal said he liked the brand because it combined machine learning with a human element, thanks to the real training instructors.

GOQii has partnered with Oxfam India to give users an incentive to keep exercising: users are rewarded with ‘Karma Points’ when they meet certain goals, which are turned into donations to a charity they choose.