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UK Entrepreneur’s Tech Startup Is Changing The Fitness Industry

Sanjeev Virdi, a University of Birmingham grad, has launched his own on-demand personal training app

Sanjeev Virdi is the founder of on-demand personal training service we:bo. In today’s busy working environment, his fitness app gives people, otherwise pushed for time, a chance to stay physically fit.

Sanjeev studied a psychology and sports science degree at the University of Birmingham. After his degree. Sanjeev qualified as a chartered account and spent a decade working for KPMG in China and the UK, as well as a management consulting firm in London, before making the transition to start his own business.

“I’ve always been interested in team dynamics and understanding human performance,” he says. “[The University of Birmingham], afforded me the opportunity to learn how the human brain worked at a high level and how this manifested in different conditions such as the high stress environments experienced during participation in sport or competition.”

The University of Birmingham offers strong support for entrepreneurs on-campus and through its distance-learning programs, which give busy entrepreneurs the flexibility to study and improve their businesses at the same time.

Birmingham Business School’s Online MBA was the first 100%-online MBA to be accredited by AMBA – a mark of quality for post-experience masters.

Sanjeev has always been acutely aware of the dangers and consequences of an unhealthy lifestyle – type two diabetes and a strong risk of cardiovascular disease runs in his family. He believes we:bo is ideal for those with time consuming jobs and young families.


With regards to the growth of his company, Sanjeev is realistic: “We cannot tempt the entire UK population, but we would like to expand to different countries,” he says.

With the app currently being used mainly at peak times – first thing in the morning, at lunch and after work – Sanjeev is keen to recruit more trainers. “We are looking into having a network of trainers globally, who, with the time difference, should be able to provide a better supply of trainers at these rush hours.”

For we:bo, the personal touch is key. While there are many fitness apps available, we-bo is among the few to provide one-on-one personal training. Whether it is a client is getting married or one who has just had a baby, the experience is tailor-made to suit each individual at the same cost as a group class.

The app may also see an expansion into nutrition, using a data monitor and a personal nutritionist.

Sanjeev does not see other apps as a threat. “It is a large and significant market, there is certainly room for all of us and the focus on peoples’ health allows that. As long as we focus on the education side, we have a competitive edge.”

For this reason, they are always on the lookout for proactive people to join their team. Anyone who is able to take on responsibility, shape their own role with the company, be creative with the potential the market has and someone with an appreciation for health and fitness would be a perfect fit.



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