Your Gym may show news channels, MTV or other TV channels. These screens (and offering choice) actively generates business; customers enjoy their workout more and so are more likely to continue their membership.

Systems that build TVs into exercise machines are imperfect - viewing angles are impractical because of the user's movement on, say, a stepper or rower - and the screen is too close. Where machines have headphone sockets, these are forever breaking.

The key to LimeOnAir is that the BYOD (bring your own device) model suits both operator and customers (for whom smartphones are so already integrated into their lives).