"In the end, the bulk of our money has come from private investors," he said. Just one venture-capital firm, Singer & Friedlander Group Plc, is currently invested in Exertris.
Another believer is Reebok International Ltd, the world's No. 2 maker of sports shoes. Reebok plans to open its fourth fitness center in the world in October, a 30,000m2 gym in London's Canary Wharf that will feature two Exertris bikes.
"These stop you getting bored," said the new gym's fitness director, Lorna Malcolm. "Also, this is an area where you have a lot of traders, and they are notorious for having the latest computer games."
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