London's HITAI acquires fitness gaming developer Quell to strengthen motion-tracking tech
London-based HITAI, a sports motion-tracking platform, has acquired the technology and IP of fitness gaming developer Quell. The deal will add Quell's camera-less motion-recognition tech to HITAI's video-based system.
HITAI, a London-based movement intelligence platform for sports, has acquired the technology and intellectual property of Quell, a UK fitness gaming developer and publisher known for its 'Impact' fitness gaming platform and its flagship combat game, Shardfall.
Under the deal, HITAI gains Quell's motion-recognition models, the firmware and hardware stack behind the Impact console, and the Shardfall game itself. Quell's technology operates without cameras, relying on a patent-pending system designed to run in real time on compact, low-power devices.
HITAI founder and CEO Ismail Baran said the acquired technology would allow the company to expand its video-first platform into new product areas, building on years of engineering work in human movement recognition.
About the companies
HITAI describes itself as building movement-intelligence infrastructure for sports video. Its platform applies computer vision and machine learning to convert existing training, event and broadcast footage into structured movement and performance data, without requiring wearables, sensors or specialised camera systems. The company is currently focused on commercialising the platform in combat sports, with plans to expand into other sports later. Applications include coaching, athlete analysis, live-event statistics, broadcasting and automated content.
Quell was founded in 2020 and developed lightweight motion and fitness-tracking technology paired with athlete-grade resistance bands, providing real-time feedback and resistance to player movement. The company says its system can burn over 600 kilocalories per hour on average. In 2023, Quell closed a Series A funding round of roughly €8.63 million ($10 million) led by Tencent, with backing also from Y Combinator, Khosla Ventures and Heartcore Capital.
Quell CEO Cameron Brookhouse said he was pleased to see the company's technology carried forward at scale under HITAI.
