Amid UK lockdown, users are spending about 70% more time with their virtual coaches
If you started running during lockdown, you might have occasionally heard a little voice in your head telling you to stop. But for an ever-increasing number of people, that naysayer is being drowned out by someone else. He’s called Beefy.
Beefy – or Cory Wharton-Malcolm, as he’s also known – is a real live running coach who lives in Sydenham, Kent but he’s also a disembodied voice, travelling with millions of people at once, telling more times than the talking clock. This version of Beefy lives in your phone, and as you plod your way up that hill and think fondly of the sofa, he says things like “thank you” and “run easy” and “continue to run easy”. And, for some reason, you keep going.
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