Fitness industry analyst Ray Algar has taken up a non-executive strategic advisory role at fitness equipment start-up Pendex.

Algar has been tasked with advising the company as it begins the roll-out of its range of connected exercise equipment, which uses artificial intelligence (AI) to "find new ways to attract, engage and support people" looking to get fit.

The company's AI-powered training machines offer real-time diagnostics and augmented feedback to users.

According to Algar, the technology could appeal to those who aren't attracted to traditional gyms.

"The fitness industry needs to transcend new markets and attract people that have previously rejected its services," Algar said.

"I believe that Pendex fits very well into the next chapter of the fitness industry’s evolution which is about authentic personalisation to ensure better health and fitness outcomes."

Spain-based Pendex was co-founded in 2015 by entrepreneur Alex Popyrin and rehabilitation expert Eugene Blum.