Artificial intelligence (AI) reads exercise movements just like a person would. It identifies where each joint is located.

For example, if a user performs a ‘hip adduction’ exercise, the AI recognizes, ‘Oh, this is a hip adduction,’ and assesses whether the movement is done correctly.

This is how Sangsoo Lee, CEO of iPixel, described his AI-powered exercise coaching solution, “Exercite,” during our recent interview at a co-working space in Gangnam, Seoul. To demonstrate, Lee opened the application, fixed his phone camera, and positioned himself within the guide outline on the screen. As his arms moved side to side, lines drawn over his body, like bones, followed his movements, with two lines adjusting around his elbows as he moved. 

iPixel launched the ‘Exercite’ app, a fitness service for general users, on LG Electronics’ smart TV healthcare service platform. With just a camera and screen, users can get real-time feedback on their exercise, wherever they are. The upgraded “Exercite Care” service, tailored for seniors and rehabilitation patients, is currently implemented at Sejong Hospital, and research and development are underway with Gangnam Severance Hospital. Recently, iPixel also attracted investment from Shinhan Venture Investment, Mirae Asset Venture Investment, and others. 

Lee’s interest in AI movement recognition originated from his experience in gaming. In 2007, he transitioned into the gaming industry and observed its growth, as well as the contraction that came when many game companies couldn’t adapt to the smartphone app market. “Being in a growing market is crucial,” he said. “When Pokémon Go was released in 2016, I found the integration of smartphones with the surrounding environment fascinating.” He added, “After resigning in early 2017, I decided to study vision AI, aiming to explore augmented reality (AR) more deeply.” 

Although Lee initially developed a home-training service using vision AI core technology from R&D in 2019, it didn’t gain much traction. But with the COVID-19 pandemic the following year, the demand for non-contact services surged, bringing the technology into the spotlight. After partnering with Shinhan Life, iPixel launched a service called “Howfit” in 2021, which has since been downloaded over a million times, with more than 300,000 monthly active users (MAUs). It was even named a “Best App” in the personal development category by Google. 

Lee highlighted the platform’s unique service model as a major strength. For instance, health trainers or medical professionals can upload their own videos to the app, which uses its metadata to evaluate users’ exercises based on similar or identical movements. “Exercite and Exercite Care have over 2,300 AI metadata points,”  Lee said. “Healthcare providers, physical therapy centers, and fitness coaches can upload their exercises to iPixel’s platform, where they’re automatically analyzed and transformed into videos with AI coaching features.” He added, “Eventually, we could become a content provider in the ‘exercise AI’ space, similar to YouTube.” 

Lee also plans to expand services using AI motion recognition technology, envisioning a motivational system within existing healthcare services. One example is showing patients how they rank among peers of the same age and condition who are engaging in exercise. “Rehabilitation doesn’t have to be overly serious,” he noted. “What’s important is fostering motivation and willingness through fun.”