ROXFIT, a Yorkshire-based app for Hyrox workout tracking and race analytics, has raised £1.9M ($2.5M) in seed funding led by DSW Ventures and angel investor Peter Markham. The platform offers live leaderboards, Garmin and Apple Watch sync, and AI-powered HYPE training assistant. The capital will expand the engineering and AI teams while scaling the global ambassador network.
Hyrox Scales to 1.3M Athletes
The timing aligns with Hyrox's surge: 650k athletes in 2025 targeting 1.3M competitors by 2026. Ladder, a strength training app, raised $15M in its Series B in 2024, totaling over $105M. ROXFIT differentiates through Hyrox-specific race-day pacing and live tracking absent in general fitness tools.
Generic Apps Miss Race-Day Needs
Hyrox events drew 20k participants in Vegas alone, with 5,000 training clubs up 260% YoY. Athletes rely on fragmented tools like Garmin Connect for basic logging, lacking integrated hybrid race analytics. This leaves a gap in real-time leaderboards and post-race insights for 260k ROXFIT users across 185 countries.
Live Tracking Fills Hyrox Gap
ROXFIT's app analyzes 3M races and 168k workouts, syncing with wearables for PaceMe features during events. Unlike Ladder’s strength focus or FITR’s PT templates, ROXFIT provides community leaderboards and AI-personalized plans. Its 4.9/5 rating stems from niche Hyrox tools built via user feedback.
AI HYPE Drives Personalization
The HYPE AI assistant crafts hybrid workouts, recalibrating based on performance data. This addresses Hyrox's blend of running and stations, where generic apps like Runna cover only cardio. Founded in 2024, ROXFIT hit 170k users in under a year through organic growth.
As Ben Wilson, CEO, noted:
"Athletes are training differently, and they want better data, tools and preparation. That’s exactly what we’re building."
Repeat Investors Signal conviction
DSW Ventures, which led the prior £800k pre-seed in May 2025, returned alongside Peter Markham, SWIM Capital, and York Angels. This follow-on reflects conviction in ROXFIT's 2.5x user growth from 100k to 260k. The investor mix blends regional angels with strategic fitness backers.
Hyrox Revenue Hits $220M
Hyrox generated $140M in 2025, projected to reach $220M by 2026 amid fitness apps' $13.8B market. Competitors include FITR with undisclosed seed funding and Ladder’s $105M total. Hybrid fitness trends, fueled by Gen Z, drive capital into specialized platforms.
Domain Experts Build Credibility
Co-founders bring fitness-tech synergy: Ben Wilson (ex-WithU Flutter lead), Joey Allott (ex-Runna CX, acquired by Strava), and Tom Allott (physiotherapist, strength coach). Joey and Tom co-built A2 Functional Fitness during COVID. This expertise powers injury-aware Hyrox programming.
AI Team and V2 Expansion
ROXFIT plans engineering hires for AI enhancements and V2 launch with deeper analytics. Ambassador growth targets Hyrox events like Worlds Championships. Total funding now exceeds £2.7M, positioning for 1M-athlete scale.