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.”

About digital training startup ROXFIT

ROXFIT is a fast-growing, U.K.-based fitness tech startup designed specifically for the booming world of hybrid fitness racing—most notably, HYROX competitions.

As hybrid racing exploded in global popularity, founders Joey Allott and Ben Wilson noticed a massive gap in the market: athletes lacked dedicated digital tools to track complex workout splits and analyze their race performance. Founded in 2024, ROXFIT was built to serve as the “technology layer” for this rapidly expanding sport.

Here is a breakdown of what makes the startup stand out:

Core Platform Features

ROXFIT provides a highly specialized workout tracking and training app tailored to the exact needs of hybrid athletes.

• AI-Powered Training Plans: The app offers customized training routines, pacing guidance, and race simulations to help athletes prepare with precision.
• Granular Tracking: Unlike standard running apps, ROXFIT allows users to track the complex station-by-station and transition splits unique to fitness racing.
• Wearable Integration: It syncs seamlessly with popular wearables like Garmin and Apple Watch to monitor heart rate and gather deep performance data.
• Performance Analytics: Users get detailed insights into their performance trends over time, helping them identify weaknesses before race day.

Growth & Recent Milestones

• Rapid Global Adoption: Driven largely by organic, word-of-mouth growth within the HYROX community, the platform expanded from 80,000 users in mid-2025 to over 260,000 users across 185 countries by early 2026.
• Seed Funding: In March 2026, ROXFIT successfully raised £1.9 million in seed funding to expand its AI and engineering teams, as well as to build stronger partnerships with global gyms.
• Industry Recognition: The company was recently ranked #48 on the prestigious 2026 Startups 100 index, which highlights the most promising new businesses in the U.K.

Ultimately, ROXFIT is positioning itself as the premier digital companion for everyday athletes and professionals who want to train smarter for hybrid fitness events.