Moov launched a campaign to crowdfund its wearable fitness "coach" on Thursday.

While most fitness trackers focus on counting steps or tracking calories burned, Moov is trying serve as an all-in-one virtual fitness coach to provide real-time feedback during workouts.

Moov, which is described by its founders as the second generation of fitness wearables, is a plastic disc about the size of a half dollar. Your activity will determine how you wear it. It can be worn as a band around your arm or ankle, or mounted on equipment like tennis rackets or golf clubs.

The company is hoping its unique approach to wearable fitness trackers will set it apart from competitors.

"We have the same mission: to make people fitter and healthier, but from a different approach that gives you a wearable coach that can coach you while you're moving and working out," said Meng Li, one of Moov's three cofounders in an interview with Mashable.

Image: Moov

Backed by extensive biomechanics and sport science research from Harvard University and University of Cape Town, it relies on sophisticated 3D sensors and game mechanics to give users real-time feedback to make workouts better, safer and more efficient.

For example, while you're running, Moov may tell you to swing your arms faster to improve your cadence, or to land on your feet more lightly to avoid the risk of knee injury.

At launch, Moov will ship with supported activities — running, swimming, cycling, cardio boxing and weight training — but the company plans to open up its platform for developers once it begins receiving user-generated exercise data.

Rather than turn to crowdfunding platforms like Kickstarter or Indiegogo, the company is independently raising money for the project on its website. It hopes to raise $40,000 over the next 30 days.

Preordered trackers will cost $59 each or $99 for two. Once production begins, each Moov will retail for $120. The company says it plans to ship the first batch of trackers to backers by summer 2014.

Li said developers are already imagining all sorts of uses for Moov, even beyond exercise. Yoga, golf and tennis are all on tap for the near future.

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