After raising at least $20 million last year from the likes of Amazon, Disney and Bose for a mobile app that offered workouts led by professional, human trainers, Aaptiv is now taking a tech turn. Today, the startup is beginning a pilot of a new service it calls Aaptiv Coach, an AI-based assistant that builds personalised fitness and lifestyle plans based on a user’s goals, current fitness levels, eating habits and data input from external devices like smartwatches and fitness trackers. Coach will mark a notable departure for the startup.