Roxfit secures £1.9m seed to scale AI platform for hybrid athletes

Roxfit, a UK-based fitness tech firm specializing in AI-driven training for the Hyrox fitness racing format, has raised £1.9 million (€2.2m) in seed funding. The round was led by existing investor DSW Ventures and strategic angel investor Peter Markham, with support from SWIM Capital and York Angels. The new investment, which builds on Roxfit’s earlier £800,000 (€924,338) pre-seed round, will help the company speed up product development and expand its engineering and AI teams.

Founded by Ben Wilson and Joey Allott, Roxfit offers a digital platform designed specifically for hybrid competitions. The platform currently boasts more than 260,000 users across 185 countries, largely through organic adoption within the Hyrox community. Wilson commented: “Hybrid fitness is the fastest-growing participation sport globally, yet the digital infrastructure supporting athletes has lagged. Our ambition is to build the technology layer that helps athletes train with greater precision, understand their performance and prepare effectively for competition.”