From training apps to title sponsorships at massive events like Hyrox, the business of hybrid fitness is growing as fast as the sport itself
While CrossFit is hunting for a new CEO and a buyer willing to take on its legacy, another area of competitive fitness is attracting its own wave of capital, and Roxfit has just grabbed a slice.
The U.K.-based digital training startup for hybrid athletes has closed a nearly $2.4 million seed round, led by existing backer DSW Ventures.
The round included participation from strategic angel investor Peter Markham, SWIM Capital, and York Angels, and follows an $1.06 million pre-seed, bringing the company’s total funding to roughly $3.6 million.
Roxfit’s platform is built for anyone chasing a finish line, from first-timers to elite competitors, offering training tools, pacing guidance, wearable integration and post-race analytics to get them there. The new funding will go toward product development, growing the engineering and AI team and expanding Roxfit’s global ambassador network.
The startup is also eyeing gym and training community partnerships abroad, a familiar growth play in the competitive fitness space. Users are there: the platform has grown from 80,000 in May 2025 to more than 260,000 across 185 countries in less than a year, almost entirely through organic adoption within the global Hyrox community, Roxfit said.
Hyrox, for its part, is a phenomenon. The fitness racing format that combines running with functional workout stations drew a few hundred competitors at its 2017 launch, but this year, organizers expect more than 1.3 million participants. Hyrox recently expanded its New York City race to two weekends this spring at Pier 76, while also pursuing Olympic recognition.
“Hybrid fitness (essentially the practice of combining strength and cardio-based movements) is the fastest-growing participation sport globally, yet the digital infrastructure supporting athletes has lagged behind,” Roxfit co-founder Ben Wilson said. “Our ambition is to build the technology layer that helps athletes train with greater precision, understand their performance and prepare effectively for competition.”
The investment comes on the heels of another funding round in the hybrid fitness space. Last week, Xenom, billed as a “decathlon of fitness,” launched with $15 million in seed capital, backed by WndrCo, the firm co-founded by DreamWorks co-founder Jeffrey Katzenberg.
