When Shalom McKenzie lost his father at 18, his commitment to health and fitness ignited with deep personal purpose.
Now a billionaire known for sports betting software and massive business deals, he’s turned a friendly wager into a high-stakes bet on the future of at-home fitness — and he’s invested $50 million of his own money to prove it.
His latest startup, AMP, is a sleek wall-mounted smart gym that combines AI-powered analytics with real-time resistance training. But McKenzie’s vision runs far deeper than a single device — it’s about revolutionizing the entire wellness experience.
Jump to:
- A fitness revolution powered by personal loss and data obsession
- What is AMP? A smart, silent strength training system
- Your fitness data — finally in focus
- Gamifying the grind: Why AMP workouts feel like winning
- From betting software to building bodies — an unlikely crossover
- Betting on people and product
- Is going public the endgame?
A fitness revolution powered by personal loss and data obsession
“I didn’t want my children to go through what I went through,” McKenzie shares. That loss pushed him toward healthy living, mindful nutrition, and a lifelong commitment to fitness.
That passion now fuels AMP, a digital fitness platform born from a personal challenge.
While celebrating SBTech’s massive merger with DraftKings onboard a 192-foot yacht, McKenzie made a casual bet with a close employee who was struggling with his weight.
“If you drop below 100 kilos, I’ll fund a massive vacation — you choose the yacht and the destination,” he promised.
It wasn’t just a bold incentive. It worked.
The employee transformed his home into a personal gym, hired a chef and trainer, and lost over 25 kg (more than 50 pounds). That life-changing transformation compelled McKenzie to turn playful motivation into a company with global impact.
What is AMP? A smart, silent strength training system
Similar in concept to Tonal, Mirror, or Alter, AMP is a $2,000 high-tech workout companion that attaches to your wall and delivers resistance up to 100 pounds — without using any physical weights.
Here’s what sets it apart:
- No weights, no noise: Resistance is created with a silent electromagnetic motor, not metal or plates.
- Total control: Adjust resistance from 5 lb to 100 lb with a smooth rotary dial, like a Google Nest thermostat.
- Customized workouts: AMP adapts in real time, increasing or lowering difficulty based on user progress.
- AI + real coaches: Virtual and human trainers guide you via the integrated app, which comes with a $23/month subscription.
The device also shifts into different angles and configurations seamlessly, allowing for multiple strength and cardio exercises without bulky equipment or complicated setup.
Your fitness data — finally in focus
One thing McKenzie couldn’t stop thinking about: “We have more data about our cars and phones than about our own bodies.”
He wanted a system that tracks your reps, monitors your efforts, rates your progress across time, and suggests scientific improvements based on evolving goals. AMP is designed to capture every detail — and make it visible, actionable, and fun.
“It’s like your personal trainer, data analyst, and cheerleader in one,” he explains.
Gamifying the grind: Why AMP workouts feel like winning
McKenzie’s roots in gaming helped him build one of the biggest sports betting software companies in the world — and that same instinct for engagement is now embedded in AMP.
“Motivation is hard. That’s why we made it social,” he says.
Users can track each other’s scores, compete on leaderboards, and challenge friends for bragging rights. Every lift brings a sense of progress, with achievements, streaks, and goals that feel like unlocking levels — not just lifting weights.
It’s not a gimmick; it’s psychology-backed motivation. In a field where consistency is everything, fun could be the deciding factor between failure and habit.
From betting software to building bodies — an unlikely crossover
McKenzie isn’t your typical fitness tech founder. Best known for founding SBTech and merging it with DraftKings in a nearly $1 billion deal, he’s built his career on assessing odds — and turning long shots into power moves.
“I see AMP as a data platform, not just a piece of equipment,” he says. “It’s about creating an entire wellness ecosystem — from strength training to tracking your sleep, nutrition, and supplements.”
He believes AMP can become the dominant force in wellness tech. And he’s not alone. Friends and family joined his $50 million initial investment, seeing massive potential where hardware, data, AI, and user experience merge.
Betting on people and product
For McKenzie, risk assessment has always been his superpower.
From placing childhood bets with friends to founding Tenbet in 2002, he leveraged statistical modeling to offer the best odds — and reap major rewards when his company detected smart vs. recreational bettors.
“We always knew our strength was technology,” he says.
That same tech-forward mindset is now being applied to human performance instead of sports outcomes. With a dynamic team and innovative solution, McKenzie is stacking the deck in AMP’s favor.
Is going public the endgame?
Not yet — but it’s on the horizon.
“In three to four years, we’d want to go public,” McKenzie says, envisioning AMP as more than a device. He sees it as the go-to integrated wellness engine — where movement, meals, recovery, and biometrics align.
It’s a towering vision in a crowded market, but he’s not discouraged.
“This isn’t just about strength. It’s about your full potential. There’s nothing else like it,” he says.
And coming from the man who turned a boat party wager into a full-fledged company? That’s a bet worth taking.
