Fitness tech startup Fiit has announced a £2.4m seed investment to launch its on-demand home exercise platform.

Led by a team of ex-Google employees and Qubit founders, the company aims to provide “a credible alternative to the gym chains and boutique studios that exist in London”, according to a statement released today (19 December).

Fiit uses a mobile app to connect a chest strap worn by the user to their TV, creating a live connection to on-screen fitness instructors and allowing real-time performance monitoring.

The platform will offer a choice of specialist classes, from HIIT to Hatha, delivered by well-known instructors.

Users can follow the instructor’s directions alone or in competition with other users via an online leaderboard.

The startup hopes to win customers by reducing barriers to exercise such as travel and cost.

“Traditional gyms and studios have limitations for most people because they haven't successfully broken down the barriers to regular exercise and don't easily fit into people's busy lives,” said Fiit co-founder Daniel Shellard.

“Boutique studios are expensive and elitist – we’re focused on the future of fitness and plan to make it addictive by combining the motivation of a studio experience with the convenience of a home workout powered by the fitness stars people follow.”

The investment round is led by Connect Ventures and supported by former Innocent co-founders and current JamJar Investors, Rooks Nest Ventures and Westminster Capital.

Sitar Teli, a partner at Connect Venture, said: “This is Connect’s first investment in the fitness space and we think it represents the future of home fitness.”

Fiit is signing up users for early access, with the platform set to launch early next year.