Joel Roos

Part of BowFlex, Inc., VAY AG is a Swiss company that specializes in computer vision and AI technology solutions. The company is based in Zurich, Switzerland. The company has developed reliable and precise software solutions for human motion analysis using any normal (RGB) camera from a device, such as a laptop, smartphone, or tablet. VAY's mission is to democratize professional human motion analysis and enable clients in fitness and health to understand and analyze human movement, providing personalized feedback on repetitions and form in real-time. VAY has partnered with leaders in connected fitness and digital therapeutics. The company was founded in 2018 by Joel Roos, Patrizio Bonzani, and Ben Simon. Joel Roos has been the CEO since 2018. VAY was acquired by BowFlex, Inc. on September 17, 2021 for $33.69 million.

BackBone Ventures AG (BackBone Ventures) is a venture capital firm founded in 2018. The firm is headquartered in Zurich, Switzerland.