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Is this the end of the road for connected fitness equipment?

When you buy through links on our articles, Future and its syndication partners may earn a commission. Credit: JAXJOX Once hailed as the future of home workouts, connected fitness equipment is facing a serious identity crisis, and in some cases, a full-blown shutdown. The latest casualty? JaxJox, the smart home fitness brand that promised a […]

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Credit: JAXJOX

Once hailed as the future of home workouts, connected fitness equipment is facing a serious identity crisis, and in some cases, a full-blown shutdown.

The latest casualty? JaxJox, the smart home fitness brand that promised a revolution in strength training with its adjustable dumbbells, kettlebells, and sleek app interface. But that slick promise now rings hollow: the company appears to have gone dark, its servers offline, its customer support non-existent.

Owners report their expensive smart weights have lost nearly all functionality, a costly reminder of what happens when your fitness hardware relies on an app that simply stops working.

This isn’t an isolated case. Just days ago, Johnson Health Tech issued a massive (voluntary) recall of 3.84 million Bowflex adjustable dumbbells, citing a serious risk of injury. Over 100 users have already reported being hurt, some with broken bones and concussions.

The recall spans nearly two decades of products sold under Bowflex’s former owner, Nautilus Inc., which itself filed for bankruptcy in 2024 and sold off the brand. Now under new ownership, Bowflex is trying to win back consumer trust, but the damage, much like the dumbbells, might already be done.

So, what’s going on? Why are so many smart fitness brands falling apart just a few years after their pandemic-era peak?

The great connected fitness unravelling

The pandemic created the perfect storm for connected fitness. Gyms were closed, people were stuck at home, and suddenly that pricey piece of smart equipment seemed not just justifiable, but essential. Peloton soared to a $50 billion valuation. Tonal raised hundreds of millions. JaxJox, Hydrow, and others raced to keep up.

Fast forward to 2025, and the landscape has shifted dramatically. Gyms are open, supply chains are back to normal, and consumers are no longer willing to commit to expensive hardware plus subscription combos.

Even Peloton, once the poster child of the movement, is shedding staff, outsourcing manufacturing, and repositioning itself as a content company, not a bike brand.

Tonal Smart Home Gym

Credit: Tonal

Tonal nearly ran out of cash in 2023 before a last-minute funding round saved it, but only after multiple layoffs and store closures. Hydrow, one of the best rowing machine brands, is still afloat and doing well, but increasingly squeezed by more affordable, more entertaining competitors like Aviron.

Meanwhile, the elephant in the weight room is trust. JaxJox users have learned the hard way that if a company goes under, their “connected” gear quickly becomes disconnected for good.

Not all doom and dumbbells

Still, it’s not all bad news. Some companies are adapting – even thriving.

Apple and Garmin are perfect examples. Fitness is just one part of their larger ecosystems, and their devices work with or without a subscription.

The Apple Watch remains one of the most popular smartwatches globally (although trends aren’t rosy), bolstered by regular feature updates and Fitness+ content.

Garmin Venu X1

Credit: Garmin

Garmin watches, meanwhile, cater to endurance athletes and outdoor users with long battery life, offline maps, and metrics that don’t vanish if you cancel your membership. Again, the company did burn itself with the Connect+ launch, but it might turn out to be useful for upcoming wearables.

Lululemon, after a rocky stint with the Mirror smart gym, is now teaming up with Peloton to offer content across platforms, a sign that the future might lie in partnerships and portability, not proprietary gear.

Even WHOOP, known for its wearable health band and performance coaching, has pivoted wisely. Its app and coaching tools remain its main draw, and the company has made progress in offline use, health integrations, and even insurance partnerships.

Not to mention, the latest Whoop MG and Whoop 5.0, as well as the new features announced at the same time as the latest hardware, have been generally well-received.

What happens next?

The golden era of “Netflix for fitness equipment” is over. In its place, we’re seeing a shift back to fundamentals: reliable equipment that works offline, open ecosystems, and apps that enhance the experience without being the experience.

Consumers are savvier now. They want gear that lasts, workouts that don’t disappear if a server goes offline, and fitness tech that doesn’t turn into a paperweight when the funding dries up.

Smart fitness isn’t dead, but it is maturing. The brands that survive this transition will be the ones that respect that truth.



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Samsung is looking into more AI devices – potentially including earrings and necklaces – The Mercury News

Originally Published: 11 JUL 25 05:00 ET By Lisa Eadicicco, CNN New York (CNN) — Samsung is looking into new wearable devices, potentially including earrings and necklaces, amid an industry-wide push to develop new types of AI-powered consumer electronics. AI could enable a new wave of devices that allow users to communicate and get things […]

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Originally Published: 11 JUL 25 05:00 ET

By Lisa Eadicicco, CNN

New York (CNN) — Samsung is looking into new wearable devices, potentially including earrings and necklaces, amid an industry-wide push to develop new types of AI-powered consumer electronics.

AI could enable a new wave of devices that allow users to communicate and get things done more quickly without having to take out a phone, Won-joon Choi, chief operating officer for Samsung’s mobile experience division, told CNN this week.

For Samsung, these types of new devices could be something you wear around your neck, dangle from your ears or slip on your finger.

“We believe it should be wearable, something that you shouldn’t carry, (that) you don’t need to carry,” he said. “So it could be something that you wear, glasses, earrings, watches, rings and sometimes (a) necklace.”

Choi’s comments underscore the opportunity tech giants see to develop new hardware products around AI, a technology that some say is expected to be as impactful as the internet itself.

AI services like OpenAI’s ChatGPT and Google’s Gemini have moved beyond basic text prompts and are getting better at handling complex tasks. That’s led tech giants to look into devices that require less manual input than smartphones, which largely require typing and swiping on screens.

That search is already in full swing, starting with smart glasses. Meta has touted its AI-powered Ray-Ban smart glasses, of which 2 million have been sold since 2023, as a success. The Facebook parent also recently acquired a minority stake in Ray-Ban parent company EssilorLuxottica, according to Bloomberg, further indicating the company’s interest in AI-powered wearable gadgets.

Samsung, Google and Snap are also developing smart glasses, while OpenAI and ex-Apple designer Jony Ive are collaborating on a mysterious new AI device for next year.

When CNN asked Choi whether Samsung is actively looking into developing earrings or other smart jewelry, like a pendant or bracelet, Choi said the company is “looking at all kinds of possibilities.”

“What do you wear? Glasses, earrings… necklaces, watches and rings, something like those,” he said.

However, that doesn’t mean those possibilities will become products. Samsung and other tech companies routinely develop prototypes and evaluate new technologies internally without bringing them to market.

Some tech startups have already unsuccessfully tried to develop new AI gadgets to replace smartphones at certain tasks.

The Humane AI Pin, created by a pair of Apple veterans, flopped because of its high price and buggy performance. The company shut down the product and sold parts of itself to computing giant HP in February. Another device called the Rabbit R1 also launched to a lackluster reception last year, although it’s undergone significant updates since then. And a startup called Friend created an AI necklace that’s meant to be a digital companion, although its launch has been delayed until the third quarter of this year.

Samsung’s approach, unlike some of these options, will involve a device that’s a companion to your phone rather than a standalone product, similar to the company’s smartwatches, according to Choi.

And the company’s upcoming smart glasses, which it hasn’t revealed many details about yet, could be just the start.

“We are actively working on glasses, but some people do not want to wear glasses because they change their look,” he said. “So we are also exploring other types of devices.”

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Garmin Venu X1 Review: The Ultimate Smartwatch for Health, Sport, and Lifestyle

The Garmin Venu X1 has quickly emerged as one of the top contenders in the smartwatch market, blending advanced technology with stylish design. If you’re in search of a smartwatch that caters to your health, fitness, and lifestyle needs, the Garmin Venu X1 could be exactly what you need. Whether you’re an avid athlete, a […]

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The Garmin Venu X1 has quickly emerged as one of the top contenders in the smartwatch market, blending advanced technology with stylish design. If you’re in search of a smartwatch that caters to your health, fitness, and lifestyle needs, the Garmin Venu X1 could be exactly what you need.

Whether you’re an avid athlete, a busy professional, or someone simply looking to upgrade your daily routine, this device promises to meet a variety of needs. In this Garmin Venu X1 review, we’ll break down the features that make this smartwatch stand out from the competition.

Garmin Venu X1: Health, Fitness, and Lifestyle Features Combined

The Garmin Venu X1 isn’t just a fitness tracker; it’s a complete health and lifestyle companion. Packed with cutting-edge sensors, it delivers accurate health metrics while offering a sleek, premium design. The standout feature is its large 2-inch AMOLED display, the largest of any Garmin smartwatch to date, offering bright, crisp visuals, making it easy to navigate through maps and health data.

ALSO READ: Rain Launches Loop Device: Unlimited 5G with Zone‑Based Coverage for R475/Month

Key Health and Fitness Features of the Garmin Venu X1

For fitness enthusiasts, the Garmin Venu X1 offers a comprehensive set of tools. From heart rate tracking to advanced sleep analysis, the watch provides a well-rounded view of your health. The device is equipped with Garmin’s Elevate V5 heart rate sensor, which continuously monitors your heart rate throughout the day, whether you’re working out or resting.

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Additionally, the Garmin Venu X1 offers Body Battery energy scores, stress monitoring, and sleep tracking. These features help you understand your overall well-being and optimise your fitness routine. The Venu X1 supports over 100 sports modes, including running, cycling, swimming, and golf, allowing you to track performance with high precision. It even includes specific metrics for advanced activities like VO2 max and lactate threshold.

Enhanced Display and Design

One of the key selling points of the Garmin Venu X1 is its design. Unlike many other smartwatches, Garmin has integrated a 2-inch AMOLED screen, offering stunning colour visuals. This feature sets the Venu X1 apart from competitors, especially for users who prefer a more vibrant display for notifications, fitness data, and even full-colour maps. The display is encased in a sleek titanium frame with a scratch-resistant sapphire lens, ensuring durability without sacrificing style.

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As Garmin’s largest smartwatch screen to date, the Venu X1 is perfect for users who want a clear and detailed view of their activities and health metrics. With its thinner, more lightweight design, the Venu X1 doesn’t feel bulky on the wrist, making it comfortable for all-day wear.

Battery Life: A Game Changer

One of the standout features of the Garmin Venu X1 is its battery life. In a world where many smartwatches require daily charging, the Venu X1 offers up to 8 days of battery life in standard smartwatch mode. This is a significant advantage over other competitors, like the Apple Watch Ultra 2, which only offers about 36 hours of use. Garmin’s long battery life makes the Venu X1 ideal for long outdoor activities and continuous health monitoring without the hassle of frequent charging.

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ALSO READ: Rain vs Afrihost: Which Internet Provider Should You Go For?

Garmin Venu X1 Review: Lifestyle Integration

Beyond fitness tracking, the Garmin Venu X1 is designed to seamlessly integrate into your everyday life. It comes equipped with on-wrist calling, allowing users to take calls without needing to pull out their phone. Voice assistants are also supported, making it easier to interact with the smartwatch hands-free.

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Additionally, the Venu X1 features an LED flashlight, which is perfect for evening jogs or hikes, adding an extra layer of safety for outdoor activities. This thoughtful addition makes the Garmin Venu X1 a great all-rounder, catering not just to health and fitness but to your day-to-day lifestyle needs as well.

Garmin Venu X1: Is It Worth It?

The Garmin Venu X1 is more than just a fitness tracker; it’s an all-encompassing lifestyle companion. With an impressive display, solid battery life, and top-notch health tracking capabilities, this smartwatch is perfect for anyone looking to enhance their fitness journey or streamline their daily routine.

Whether you’re an athlete aiming for better performance or someone who wants a stylish, functional smartwatch, the Garmin Venu X1 is worth considering. It offers excellent value for money, especially when compared to premium alternatives like the Apple Watch Ultra 2.

The Future of Smartwatches

The Garmin Venu X1 is a game-changing smartwatch, offering features that cater to health, fitness, and everyday life. With its sleek design, exceptional battery life, and comprehensive tracking capabilities, it is undoubtedly one of the best options available for fitness enthusiasts and lifestyle seekers alike.

If you’re looking for a smartwatch that combines advanced health monitoring with lifestyle features, the Garmin Venu X1 is worth your consideration. Stay connected, track your health, and enjoy the freedom of a long-lasting battery with Garmin’s latest innovation.

ALSO READ: Honor 400 & 400 Pro Redefine Mobile Photography with AI SuperZoom



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AI wearables startup Movetru raises $1.9 million USD in pre-seed funding for injury prevention tech

Movetru, a Northern Ireland-based startup focused on AI-powered wearables for injury prevention, has raised $1.9 million USD (approximately €1.4 million) in pre-seed funding. The company aims to transform sports medicine by shifting the emphasis from treatment to real-time biomechanical insight and proactive injury prevention. Founded by Naomi McGregor, Movetru combines a wearable device with an […]

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Movetru, a Northern Ireland-based startup focused on AI-powered wearables for injury prevention, has raised $1.9 million USD (approximately €1.4 million) in pre-seed funding. The company aims to transform sports medicine by shifting the emphasis from treatment to real-time biomechanical insight and proactive injury prevention.

Founded by Naomi McGregor, Movetru combines a wearable device with an AI-powered mobile app that delivers immediate movement feedback. The system is already in use by sports teams including the Belfast Giants.

The round was led by London-based investor Two Magnolias and included participation from IAG Capital, HBAN, Angel Academe, AwakenAngels, and a number of angel investors with backgrounds in biomechanics, sport, and medical technology. According to Tech in Asia, notable backers include Professor Mark Batt, a specialist in sports and exercise medicine, and Jeff Mostyn, former chairman of AFC Bournemouth.

Movetru’s offering reflects a wider trend in modern sports science, which is moving away from reactive, post-injury treatment models towards a preventative approach. This evolution has been unfolding for decades, with early frameworks such as Van Mechelen’s 1992 Sequence of Prevention now forming the foundation for tech-led solutions. Movetru’s AI system supports this shift by delivering accessible movement diagnostics to athletes, coaches, and physiotherapists without the need for expensive motion capture labs or clinical facilities.

This funding success also highlights how sports technology is becoming more inclusive. In the past, tools for biomechanical analysis were largely confined to elite environments. Movetru’s mobile platform opens up this capability to amateur athletes, schools, and grassroots programmes. This is particularly important for female athletes, who remain underrepresented in sports science research despite facing higher injury risks for conditions such as ACL tears. Movetru has made this a key area of focus.

The value of early detection is increasingly echoed by tech-savvy communities. One Reddit user, commenting in a thread on sports injury prevention, noted, “Detecting those movement patterns early could make a huge difference in preventing injuries.” That’s precisely the goal Movetru aims to achieve through its AI-powered wearables.

The sector attracted $2.5 billion in February 2025 following a record €3.9 billion in January, according to Tech.eu, which also reported Movetru’s €1.4 million pre‑seed round. Movetru’s evidence‑based development, including early‑stage trials involving 100 participants, positions it within a maturing field where both investors and practitioners are demanding scientific rigour alongside innovation.

With strong early traction, respected investors, and a product already in the hands of major sporting organisations, Movetru now plans to scale its operations and broaden access to its movement tracking platform.



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AIIA’s national seminar to explore trends in Ayurvedic surgical practices

New Delhi, July 12 The All India Institute of Ayurveda (AIIA), New Delhi, is set to organise a three-day national seminar to explore trends in Ayurvedic surgical practices, the Ministry of Ayush said on Saturday. Shalyacon 2025, to be held from July 13-15, will mark the auspicious occasion of Sushruta Jayanti. Celebrated annually on July […]

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New Delhi, July 12 The All India Institute of Ayurveda (AIIA), New Delhi, is set to organise a three-day national seminar to explore trends in Ayurvedic surgical practices, the Ministry of Ayush said on Saturday.

Shalyacon 2025, to be held from July 13-15, will mark the auspicious occasion of Sushruta Jayanti. Celebrated annually on July 15, Sushruta Jayanti commemorates the legendary Acharya Sushruta, revered as the Father of Surgery.

“Since its establishment, AIIA has remained dedicated to promoting Ayurveda worldwide. Shalyacon, organised by the Department of Shalya Tantra, reflects this commitment by fostering the integration of Ayurvedic principles with modern surgical advancements. The initiative aims to equip emerging Ayurvedic surgeons with enhanced competencies and confidence in practicing integrated surgical care,” said Prof. (Dr.) Manjusha Rajagopala, Director (I/C), AIIA.

With a theme focused on innovation, integration, and inspiration, Shalyacon 2025 will be organised in collaboration with the National Sushruta Association as part of the continuing academic programme of the 25th Annual Conference of the National Sushruta Association.

The seminar will feature live surgical demonstrations on general endoscopic surgeries, anorectal surgeries, and urosurgical cases.

“On the first day, 10 general endoscopic laparoscopic surgeries will be performed. The second day will include 16 anorectal surgery live surgical procedures, offering participants an opportunity to observe and learn from real-time surgical practices,” the Ministry said.

Shalyacon 2025 is poised to be a dynamic confluence of tradition and technology, attracting over 500 eminent scholars, surgeons, researchers, and academicians from India and abroad. The event will facilitate the exchange of ideas, showcase clinical advancements, and explore emerging trends in Ayurvedic surgical practices.

A special plenary session will also be conducted across the three days covering areas such as general and laparoscopic surgery, wound management and para-surgical techniques, anorectal surgery, asthi-sandhi marma chikitsa, and innovations in surgery.

The final day will also feature over 200 oral and poster presentations, contributing to the ongoing scholarly dialogue and academic enrichment.

In addition to the clinical demonstrations, a Scientific Session will provide a platform for scholars, clinicians, and researchers to present their work and engage in academic dialogue, the Ministry said.

Disclaimer: This post has been auto-published from an agency feed without any modifications to the text and has not been reviewed by an editor

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I’ve found the one Amazon Prime Day Oura Ring 4 deal to rule them all – but today’s your last chance to get it

I’ve found it: the Lord of the Amazon Prime Day Oura Ring 4 deals. Specifically, this is the first time the Oura Ring 4 has ever been discounted, so it’s important that you jump on this great discount before Sauron gets it Prime Day ends later today. In the US, the Oura Ring 4 has […]

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I’ve found it: the Lord of the Amazon Prime Day Oura Ring 4 deals.

Specifically, this is the first time the Oura Ring 4 has ever been discounted, so it’s important that you jump on this great discount before Sauron gets it Prime Day ends later today.

In the US, the Oura Ring 4 has been discounted from $349 to $296.65 at Amazon US, a 15% saving. The discount is bigger in the UK, with the Oura Ring 4 down from £349 to just £280 at Amazon UK, for a 20% saving.

I apologize for the plentiful Lord of the Rings references, but these really are great deals, and they won’t last forever (unlike the movies, which just don’t seem to end).

• Shop the full Amazon Prime Day sale

This is the cheapest you’ll get Oura’s latest and greatest smart ring anywhere, and the first time it’s been discounted since it launched last year. Some finishes, such as rose gold, cost more, but whichever finish you choose the discount is 15% in the US, or 20% in the UK.

And, of course, you can shop our Amazon Prime Day live hub for the best of all the tech deals this year, from rings to Roombas.

Amazon Prime Day deal: Oura Ring 4 (US)

Amazon Prime Day deal: Oura Ring 4 (UK)

Lke the previous Oura Ring, the Gen 4 retains a familiar design built from titanium, with slight redesigns on the inside. The Gen 4 ditches protruding sensors for flat ones, which make for more comfortable daily wear while also allowing for a good reading of your biometrics, regardless of orientation, so you no longer have to worry about the Oura Ring rotating throughout the day.

I reviewed the Oura Ring 4 for TechRadar last year and gave it an impressive 4.5 stars. I love the smart ring format anyway: a discreet, almost invisible health tracking ring (don’t confuse it with a certain other ring that makes you invisible, that’s a whole different thing). But Oura’s advanced AI-powered suite of features and tag-based software is just terrific.

However, if you’re a Samsung user, you’re better off with the Samsung Galaxy Ring, which I also reviewed very highly, and you can find a deal on that Amazon US below – I haven’t seen a UK discount yet, but I’m keeping my eyes peeled.

More Amazon Prime Day deals in the US

More Amazon Prime Day deals in the UK



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I learnt a lot as a techie in the IDF. Now I’ve made it in gaming

UK tech companies are often accused of being less ambitious than global rivals and of selling too soon — often to American giants — before they reach their full potential. But no one can doubt the ambition of London-based gaming company Tripledot Studios, which in June acquired the mobile games arm of AppLovin, an American […]

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UK tech companies are often accused of being less ambitious than global rivals and of selling too soon — often to American giants — before they reach their full potential.

But no one can doubt the ambition of London-based gaming company Tripledot Studios, which in June acquired the mobile games arm of AppLovin, an American tech company listed on the Nasdaq exchange, for $800 million (£590 million).

The acquisition means that Tripledot has quintupled its global headcount to 2,500 staff and expects combined revenues of $2 billion next year. The company says the deal will create one of the largest independent mobile gaming companies in the world.

Lior Shiff, co-founder and chief executive of Tripledot Studios, said the focus for the next 12 months will be integrating the two companies and centralising some of the back-office functions, including marketing, finance and HR. After that, the next steps might include floating the business. Asked if he would consider listing in London, he was noncommittal: “We’re keeping an open mind. That being said, most of our large peers are [listed] in the US.”

The 47-year-old has certainly come a long way since receiving his first computer games console, a Commodore 64, for his tenth birthday. The eldest of four children growing up in Tel Aviv, Shiff showed great academic promise and graduated from high school two years early at 16. His father, an entrepreneur who owned an accounting business, was keen for him to study law and accounting at university, but Shiff dropped out after a single semester. “I hated it.” He eventually studied computer science and accounting at Tel Aviv University.

When he completed his degree in 1997, Shiff joined the Israel Defense Forces (IDF), where he became an officer within its intelligence arm, the Israeli Security Agency. He started as a programmer before moving on to more senior management positions, and eventually led a team of 40 engineers.

“What I did there for most of my time was building counter-terrorism technologies, which was very satisfying and fascinating. But I also learnt a lot about leadership and about how to build an organisation.”

Keen to move abroad after he had done an eight-year stint in the IDF, Shiff applied to study for an MBA at Stanford University in California. There, he was taught by pioneering technologists including Eric Schmidt, who was then the chief executive of Google. “You just got the most amazing access to the world’s best entrepreneurs,” said Shiff. “These people are … very smart, they’re hard-working and talented. But they’re not unicorns — they’re people. And that made success feel more achievable.”

At the end of the two-year course, he applied for jobs at big tech companies including Google and Meta, but he was not excited by the roles on offer.

Undeterred, Shiff launched a venture called Product Madness in 2007. He and his co-founder, Jose Brotons, built the first version of their product — a social shopping tool to help Facebook users buy products recommended by their friends — but it was a flop. Inspired by the Facebook features enabling users to “poke” their friends or give them flowers, they instead turned their attention to building simple applications and selling space to advertisers. They hit gold this time. “Very quickly we found ourselves still working out of my co-founder’s flat making $1 million a month in revenues, almost all in profits. We were very, very happy with ourselves.”

Next they turned their attention to building social casino games, such as Heart of Vegas, which were very successful. But by 2012, they had reached a crossroads: either they would have to take on a huge amount of investor money in order to challenge larger rivals, or they would need to sell the business. They opted for the latter, selling to Aristocrat, a US gaming company, for $26.1 million.

Lior Shiff, CEO of Triple Dot Studios, standing in front of an illustration of the company's characters.

Tripledot’s Lior Shiff says of his previous tech venture Product Madness: “Very quickly we found ourselves still working out of my co-founder’s flat making $1million a month in revenues”

JOSHUA BRATT FOR THE SUNDAY TIMES

Amid all this, Shiff had moved to London in 2009 because, he said, casino games were big in Europe at the time and the founders felt they needed a presence there.

He also had a new family by 2012 and he hammered out the deal with Aristocrat while helping care for his newborn twin sons. “I remember having those very long conference calls starting at midnight UK time and we would be feeding one baby, put the baby to sleep, then take the other, feed him and put him to sleep, before finishing the call at 5am and going to bed.”

Shiff, who had decided with his wife to stay in London after making it their home, went on to complete a three-year “earn-out” with the acquirer. Many entrepreneurs count down the days until this period ends, but he says he enjoyed his time with Aristocrat.

Still, Shiff decided to “go and do it again from scratch”, and together with Eyal Chameides and Akin Babaygit, he launched Tripledot in 2017 after the trio spotted an opportunity to blend the revenue models of in-app advertising and in-app purchases.

Games producer Tripledot achieves $1.4bn high score

One of Tripledot’s best-performing games to date is Solitaire, but Shiff has made a point of not having a single dominant product, and with the AppLovin acquisition, Tripledot now owns “hundreds” of games. “Unlike many of our peers, who are very dependent on one or two games — like King, which is a great company here but is fully dependent on Candy Crush — we’re not going to have a single game responsible for more than 10 per cent of our net revenue,” he said.

Illustration of Woodoku Blast mobile game; smartphone shows gameplay.

Tripledot presses “play”: the company has gone big game hunting

TRIPLEDOT GAMES

Illustration of a smartphone displaying the Woodoku game, with autumnal scenery in the background.

Covid gave the company a shot in the arm as it was able to pick up online advertising spots at a discounted rate as other big companies pulled their marketing budgets.

“We looked into our numbers and said, ‘OK, there’s lots of uncertainty, but we don’t think the world is going to end and people will still want to play our games. If anything, they’ll want to play more.’ And so for the first few months of Covid, we did a very aggressive marketing push.”

As a result, even prior to the AppLovin acquisition, Tripledot was growing at a blistering pace. Its most recent accounts filed at Companies House, for the year to December 31, 2023, show revenues of £340 million and a pre-tax profit of £52 million.

“One of the nice things about mobile games is it’s a very cash-generative business, so we became profitable a year and a half into the operation,” said Shiff. “We did raise money but not because we needed it — but to have firepower for [acquisitions].”

Another benefit of a healthy balance sheet is being able to respond quickly to unexpected events, such as Russia’s invasion of Ukraine in February 2022, which affected a Tripledot engineering team based at an office in nearby Belarus. It has since opened offices in Poland and Spain, where it has relocated 80 families, helping them with visas and finding housing and schools for employees’ children. It has also had to adjust salaries to match increased living expenses.

“The company was already in a financial place that we could do that, and we felt a lot of our success was due to those team members, so we wanted to support them as much as we could,” said Shiff. “The fact that we have the opportunity to give them and their families better lives is a massive privilege.”

Shiff says he’s not motivated by money — “I have enough”, he said — but by creating an exciting and nurturing place for people to work in. And also by the thrill of the chase: “I’m not a good enough athlete to compete in football or athletics, so my sport is business — trying to build the best company and to make it as successful as possible.”

Ask me anything

The best way to start the day … spending time with my kids. I drop one son at the bus stop and take the other to school, and my wife takes our two daughters.

Someone I admire … my dad. I learnt a lot from him, including people management and the softer side of business.

My best decision … to marry my wife, Maayan.

The best advice I was given … that business is just about common sense. You increase your revenue and reduce your costs to make more profit, and take care to treat people fairly — whether employees or partners. Despite it being very simple, many people don’t practise those things.

If I could tell you one thing … People like to tell the story that everything [on a graph of their business] is going up and to the right. But the reality is, it’s a rollercoaster. When you are down, you have to take a step back and understand that’s just part of the journey.



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