ROXFIT raises £1.9m seed to build AI-powered training and race-day wearable analytics
This article covers ROXFIT, a healthtech startup that has raised £1.9m in a seed funding round to expand its AI-driven training and race-day performance platform for athletes competing in hybrid events. The funding is intended to scale product development, engineering and AI capabilities and to support athletes preparing for hybrid fitness events such as HYROX with training plans, pacing guidance and performance analytics.
ROXFIT has raised £1.9m in a seed funding round to expand its AI-driven training and race-day performance platform aimed at athletes competing in hybrid events. The funding comes as participation in hybrid formats such as HYROX rises rapidly worldwide and as demand for structured digital training tools outstrips the available infrastructure.
Why it matters
Hybrid fitness — events that combine running with functional workouts — is one of the fastest-growing participation trends in sport. ROXFIT says its user base jumped from 80,000 in May 2025 to more than 260,000 across 185 countries, driven largely by organic adoption within the HYROX community. That level of uptake points to a broader gap: as mass participation grows, athletes require accessible tools to train, pace and analyse performance beyond simple workout logs.
The size of that opportunity is underscored by HYROX’s rapid expansion: from a few hundred competitors in 2017 to an expected 1.3 million participants in 2026. Platforms that stitch together training plans, wearable data and event-specific pacing could become central infrastructure for millions of athletes preparing for hybrid events.
Inside the product
ROXFIT positions itself as a training and race-day performance platform tailored to hybrid competition. Core features include AI-powered training plans, pacing guidance, post-race performance analytics and integration with wearables to simulate race conditions, benchmark results and track progression over time.
The company says Version 2 of its app moves training functionality to the centre of the experience, adding deeper analytics and more integrations aimed at both seasoned competitors and first-time participants. The roadmap funded by this round prioritises product development, expanding the engineering and artificial intelligence team, and building partnerships with gyms and training communities.
Who are the investors?
The seed round is a follow-on to an earlier £800,000 pre-seed raise and includes a mix of venture and angel support. Existing backers contributed alongside new participants; the funding will be used to scale the product team, grow global ambassador programmes and pursue commercial partnerships.
In the announcement, Doug Quinn, Partner at DSW Ventures, said:
ROXFIT’s growth from a few thousand users when we first met Ben and Joey to now more than 260,000 users is exceptional. ROXFIT is now a team of talented practitioners with a passion for hybrid fitness that has built a focused, scalable platform with significant future potential, both in expanding the technology and strengthening engagement with everyday athletes globally.
In the announcement, Peter Markham, Strategic Angel Investor at ROXFIT, said:
This follow-on investment is a powerful endorsement of the momentum the team are building at ROXFIT. We have proven demand, now we are scaling with intent.
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Founder perspective
In the announcement, Ben Wilson, Co-founder at ROXFIT, said:
Hybrid fitness is the fastest-growing participation sport globally, yet the digital infrastructure supporting athletes has lagged behind. Our ambition is to build the technology layer that helps athletes train with greater precision, understand their performance and prepare effectively for competition.
In the announcement, Joey Allott, Co-founder at ROXFIT, said:
We’ve seen strong organic growth from athletes worldwide who are competing in hybrid fitness. This investment allows us to build on that momentum, deepen engagement within the product and expand our global reach.
The bigger picture
ROXFIT’s raise highlights a practical strand of healthtech: tools that optimise training and performance for participation sports rather than clinical or clinical-adjacent applications. As hybrid events scale, there is a clear market for software that connects planning, execution and post-event analytics in a single product.
The deal also reflects growing interest from healthtech investors in consumer performance and training technology that can serve global communities of participants as well as partnerships with gyms and event organisers. For UK-founded startups targeting international participation sport markets, this is a reminder that rapid user growth and tight product-market fit can attract follow-on capital without a mass-marketing playbook.
This funding round will be watched by other European fitness and healthtech founders looking to turn community-led adoption into sustainable product and commercial growth.
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