Hybrid fitness competitions are growing quickly worldwide, especially events like HYROX. But many athletes still lack dedicated digital tools to train properly and track their performance for these demanding races.
UK fitness tech startup ROXFIT is trying to fill that gap. The company has raised £1.9 million in seed funding to expand its digital training platform for hybrid athletes. The round was led by existing investor DSW Ventures and strategic angel investor Peter Markham, with participation from SWIM Capital and continued backing from York Angels.
The funding follows ROXFIT’s earlier £800,000 pre-seed round, which helped build the product and support early international growth. The new investment will help ROXFIT speed up product development and expand its engineering and artificial intelligence teams.
The company also plans to expand its global ambassador network and build stronger partnerships with gyms and training communities worldwide.
Joey Allott, co-founder of 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.”
Rapid growth among hybrid athletes
Founded by entrepreneurs Ben Wilson and Joey Allott, ROXFIT has grown quickly over the past year. The platform expanded from 80,000 users in May 2025 to more than 260,000 users across 185 countries, largely through organic adoption within the global HYROX community.
ROXFIT offers a digital platform designed specifically for hybrid competitions. The app includes AI-powered training plans, pacing guidance, race simulations, performance analytics, and wearable integrations.
After launching Version 2 of the platform, the company placed greater focus on training features, adding deeper analytics and improved integrations to support both elite athletes and beginners.
Ben Wilson, co-founder of ROXFIT, said: “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.”
Doug Quinn, partner at DSW Ventures, added: “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.”
