There's a revolutionary connected fitness device making waves in the market - Growl. Inspired by industry leaders like Peloton and Tonal, Growl is crafting a unique boxing bag that can be easily attached to your home wall. This allows users to embark on immersive, gamified boxing classes right from the comfort of their own spaces.

Unlock the Power of Home Boxing with Growl

Hardware Innovation

Growl's hardware is divided into two key parts. The frame is designed to be securely screwed onto your wall, with a boxing bag component attached to it. Most of the sensing intelligence resides within the frame. The boxing bag itself is primarily made of foam and artificial leather, housing five or six accelerometers inside to precisely detect punching power. Additionally, the frame includes a remarkable 4K projector. This projector can project a life-sized coach onto the boxing bag and various metrics onto the wall. It's not just for boxing; Growl has also incorporated it into a unique gaming experience, similar to Tap Tap Revenge on a boxing bag.On each side of the frame, there is one speaker and two cameras with infrared sensors. There is also an extra camera near the top of the frame, along with some time-of-flight sensors. These cameras and sensors work together to calculate the impact zone of your punch and your posture. The accelerometers behind the boxing bag are used to measure the intensity of the punch.

Product Vision and Pricing

The co-founder and CEO, Léo Desrumaux, shared that the aim of the product is to transform the traditional punching bag. An object that has been around for over 3,000 years and has remained largely unchanged. Growl aims to turn it into a full-scale, at-home boxing and fitness coach for the whole family, available for just $150 a month.Growl plans to price its device in the same range as Tonal devices. The full price is set at around $4,500, but most customers will likely choose a financing option with monthly payments. There will also be a subscription plan to access new content. The idea is to make it cost-effective, not exceeding the price of a premium gym membership in total.

Industry Landscape and Challenges

The connected fitness industry is highly competitive these days, with most companies focusing on cycling, strength, and rowing. Peloton, for instance, faced significant challenges during the Covid pandemic. At the time of their IPO in September 2019, they had 800,000 households in the US and were growing at a rate of 100% annually, with a 50% margin on hardware and a 60% margin on software, yet having 0% in EBITDA. But during the lockdown periods, they launched new products and spent a lot of money. However, the market eventually returned to its original growth trajectory.Desrumaux believes that connected fitness is still an interesting industry as long as one maintains financial discipline, which is the goal with Growl.

Team and Funding

Based in Austin, Texas and Paris, France, Growl has an impressive team. They have Sam Bowen, the former VP of hardware engineering at Amazon, Peloton, and Tonal, as an advisor. The startup has raised $4.75 million in seed funding from Skip Capital, Kima Ventures, Teampact Ventures, and various business angels, including former UFC Heavyweight Champion Ciryl Gane.In conclusion, Growl is set to make a significant impact in the connected fitness space, offering a unique and immersive boxing experience from the comfort of your home.