Jon Gregory, Founder and CEO of Vitruvian

After divesting from his career in finance, Jon Gregory leveraged his background in applied physics to create Vitruvian, a smart strength system. Since 2020, the Australian company’s AI-enabled device has impressed on the global stage, touting 200kg of adaptive weights tucked into a 38kg mobile machine.

In this Q&A, the CEO shares details on his recent $15M raise, plans for a new LA gym in 2024 and how being product-led and results-driven paved the way for global expansion.

Get us up to date with Vitruvian.

Jon Gregory: Vitruvian was founded five years ago to bring the best of technology to the strength and fitness domain. We have sold products in 40 countries, and I would say that we are the best-positioned fitness tech company in the world right now.

The Vitruvian Trainer+ technology is utilised by over a dozen professional sports teams within the NHL, NBA and MLB. Our machines are also used by many esteemed athletes and celebrities, including: Lance Walker, VP at Michael Johnson Performance; Rita Ora’s PT Joshua Murillo, actor Kevin Bacon; performance psychologist Dr Michael Gervais; mobility expert Dr Kelly Starrett; and longevity expert Dr Peter Attia.

In addition, we’re launching a Vitruvian gym in downtown LA next year. That way people who don’t have a machine but want to use the technology can do so.

In terms of the machine itself, Vitruvian is an innovative, connected fitness machine that operates by algorithms that constantly respond to the way you move.

The machine is easy to set up and essentially packages the gym weight room in the form of a slim, carbon fibre platform that can easily slide under a bed.

Using revolutionary AI technology, this virtual personal trainer adjusts the weight to individual users in real-time, loading and deloading the optimal resistance without the need for a spotter. The result? An effective, time-savvy workout that can easily fit into your lifestyle.

The patented technology includes the Vitruvian app which gives users access to 200+ exercises, 300+ classes curated by elite fitness coaches, goal-oriented programmes, data tracking and performance insights.

How do shifting preferences across at-home, in-person and hybrid workouts shape your offering?

JG: I don’t think preferences are changing. What is true is that people want results, and that is why they start a fitness routine. The type of workout they do will largely be dependent on what is available to them – they will train from home or from a physical location that is convenient for them to get to.

To be blunt, the hybrid model is not really a trend, so pivoting your business to be more “hybrid” may lead to the business failing. What businesses need to do instead is focus on results, which is something this industry is surprisingly pretty bad at. However, results and community are what keep people coming back.

With Vitruvian, we know strength training gives people the best results. Having that paired with AI and technology helps them track their progress, access classes, connect with the community and stay accountable.

Our model is to focus on building the technology that allows people to train more efficiently, effectively and conveniently. Simplifying that, our goal is results, and we are the provider who enables them.

How do you maintain your value proposition through shifting expectations for health & fitness?

JG: We hold onto the value proposition by respecting our members, first and foremost.

We respect their right to achieve an outcome above making money from them. We know what they want, and we just help them achieve it. By the time a client or member has turned up or purchased our product, they already know that they want results – and to achieve those results, they want to do strength training.

We help them on that journey because we also believe in strength training before anything else.

How do you approach marketing, new partnerships and growth efforts aimed at reaching more consumers?

JG: A dollar spent on a product is worth $10 spent on marketing. So, as a company, Vitruvian will always be investing in products before presentation because we think great products sell themselves – and we build great products.

We are your typical product-led company, and a product-led growth thesis is something I 100% subscribe to – build great products and your members will do your marketing for you. Or, in Elon Musk’s words: “Great companies are built on great products. When the product starts to become shoddy and uncompetitive, so does the company.”

What developments are on the roadmap for the next six months?

JG: To continue to invest in the product, we just raised another US$15M in capital from internal investors.

We will continue our product rollout, which will include releasing more accessories and improving our technology proposition. The tech changes include the following features:

• Community – Train with your friends and heroes.
• Competitive – Challenge yourself and compete with others.
• Coaching – Get the best help to achieve the outcomes you want.

What consumer trends are you most excited about in 2024 & beyond?

JG: The trend that is most exciting for Vitruvian is the continued importance of strength training in every aspect of life. From youth and athletes using it to get better at their chosen sport to aesthetic motivations to older guys like me who want to keep up with the kids and people like my mum who are looking to build muscle mass for injury prevention.

Resistance training is the most important thing for helping people live their best life.

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