In recent years, the fitness industry has seen a surge in startups. This is likely due to the growing awareness of the importance of physical and mental health as well as the advanced tech of fitness tracking devices and apps.
If you’re an entrepreneur who’s interested in getting into the health and fitness industry, or if you’re simply looking for some creative inspiration — these are the top health and fitness startups to watch.
Top Fitness Companies to Follow
Every year, new startups pull to the forefront of their industry through exciting innovation, tech, and industry-disrupting business models. We’ve rounded up the best fitness startups of 2025 that startup-lovers, investors, and aspiring entrepreneurs should follow.
Disclaimer: With so many exciting fitness tech startups launching and growing worldwide, we aren’t able to cover them all. Furthermore, the startups that are listed below are not officially ranked and are listed in no particular order.
1. HYROX
- Location: Hamburg, Germany
- Founders: Christian Toetzke, Moritz Furste
- Founded In: 2017
- Funding: Undisclosed
- Investors Include: Infront Sports & Media Group
HYROX has emerged as a revolutionary fitness racing concept that combines endurance running with functional workout stations to create a standardized global competition format. Often described as the “marathon of fitness,” HYROX events challenge participants to complete eight one-kilometer runs interspersed with functional exercises that include sled pushes, SkiErg intervals, kettlebell farmers carries, and other strength-based challenges — all performed against the clock. The format has seen explosive growth since its inception with events now staged in numerous countries.
2. Gainful
- Location: New York, New York
- Founders: Eric Wu, Jahaan Ansari
- Founded In: 2017
- Funding: Series B, $26.3 Million
- Investors Include: Y Combinator, Calm Ventures, District Ventures Capital
Gainful has established itself as a disruptive force in the personalized nutrition space — particularly with its flagship protein powder subscription service. The company stands out in the protein supplements industry, traditionally known for generic products and flashy marketing, by offering truly personalized nutrition solutions tailored to individual fitness goals, body types, and dietary preferences.
Each customer receives a custom protein formula created specifically for their needs after completing a detailed assessment, and the subscription model ensures they receive fresh supplies monthly. Gainful has expanded beyond protein powders to offer a comprehensive suite of personalized nutrition products, including hydration formulas and performance boosters.
3. Frame
- Location: Miami, Florida
- Founders: Melissa Bentivoglio, Lee Belzberg
- Founded In: 2019
- Funding: Seed, $5 Million
- Investors Include: New Money Ventures, Mark Mastrov
Frame is founded by husband-and-wife duo Lee Belzberg and Melissa Bentivoglio. When Melissa’s Pilates studio closed due to the pandemic, the pair decided it was time to bring the Pilates reformer into customers’ homes and out of fitness facilities. The fitness startup manufactures at-home reformers with built-in software that provides users with virtual classes. Available online at its website as well as wellness powerhouse Goop, Frame is bringing Pilates to the homes of its customers — no studio required.
Check out our interview with the founders of Frame!
4. Reform RX
- Location: Belfast, Northern Ireland
- Founders: Yvette McGaffin, Neal McGaffin
- Founded In: 2018
- Funding: Venture Round, $6.04 Million
- Investors Include: Clarendon Fund Managers, Bernadette Caulfield
Reform RX has revolutionized the Pilates experience by seamlessly integrating cutting-edge technology with traditional reformer equipment. Based in Northern Ireland, this innovative startup has developed smart Pilates reformers equipped with sophisticated sensors that track users’ movements with remarkable precision in order to provide real-time biometric feedback during workouts. This technology offers practitioners immediate insights into their form, intensity, and progress, eliminating the guesswork that often accompanies fitness training. The company’s digital platform complements the hardware by offering personalized guidance, performance analytics, and access to a library of instructor-led classes that users can follow from home or studio settings.
5. Fiit
- Location: London, England
- Founders: Daniel Shellard, Ian McCaig, Sammi Adhami
- Founded In: 2017
- Funding: Equity Crowdfunding, $14.2 Million
- Investors Include: JamJar Investments, Connect Ventures, EXOR Seeds
Fiit has established itself as one of the premier digital fitness platforms in the world, transforming how people approach home and studio workouts through technology-enabled exercise experiences. The London-based company has achieved remarkable engagement metrics, with 5 million app downloads and more than 40 million completed workouts to date. What distinguishes Fiit is its evolution beyond a consumer-focused app into a comprehensive ecosystem that supports gyms, hospitality centers, residential spaces, and corporate wellness programs through its Fiit Studio technology.
6. Hyperhuman
- Location: Bucharest, Romania
- Founders: Bogdan Predusca, Dan Nica, David Teodorescu
- Founded In: 2020
- Funding: Grant, $1.18 Million
- Investors Include: Sparkling Capital, Early Game Ventures, Simple Capital
Hyperhuman helps trainers, instructors, coaches, physiotherapists, and organizations create video workouts in just a few minutes without the need for video editing or other technical skills. All members have to do is upload videos of themselves doing exercises using the company’s mobile app, and Hyperhuman will edit the videos into reusable clips automatically. Members can add their own audio instructions, and then they can publish their completed workout videos on social media or anywhere else.
7. Ergatta
- Location: Brooklyn, New York
- Founders: Alessandra Gotbaum, Prasanna Swaminathan, Tom Aulet
- Founded In: 2019
- Funding: Series A, $34.7 Million
- Investors Include: Fifth Wall, Advance Venture Partners, The Emprise Group
Ergatta believes that working out at home should feel like playing a sport rather than taking a class. To that end, it sells a rowing machine with a twist: It has a digital, internet-connected, Android-powered touch screen that’s Bluetooth-enabled for connecting to heart-rate monitors and audio devices. More importantly, you can use the screen’s interface to choose tailored workout plans, row along with recordings of real-life scenery, and even compete with other rowers online.
8. bsport
- Location: Paris, France
- Founders: Sofian Medbouhi, Zakaria Mansour, Marc Capelo
- Founded In: 2018
- Funding: Series B, $36.9 Million
- Investors Include: Seed4Soft, Seventure Partners, Octopus Ventures
bsport is an all-in-one platform that boutique fitness studios can use to manage and expand their businesses. The platform helps manage email marketing, live classes, group classes and appointments, student invoicing, and teacher salaries. Users can personalize the app with a studio’s brand to offer students a comprehensive experience, including on-demand videos, and it can handle multiple locations as a studio grows.
9. FORM
- Location: Los Angeles, California
- Founders: Sami Clarke, Sami Bernstein Spalter
- Founded In: 2021
- Funding: Bootstrapped, $48,000
- Investors Include: Sami Clarke, Sami Bernstein Spalter
FORM has positioned itself as a holistic wellness ecosystem that transcends traditional workout platforms. The company offers a comprehensive digital fitness experience that integrates hundreds of on-demand workouts with expert-led programs, nutritional guidance through recipes, and wellness tools designed to nurture both physical and mental health. What distinguishes FORM in the competitive fitness technology market is its emphasis on intentional movement and community support, creating an environment where exercise becomes about more than physical transformation; it’s about fostering self-love and overall well-being.
10. OxeFit
- Location: Plano, Texas
- Founders: Rab Shanableh, Peter Neuhaus
- Founded In: 2020
- Funding: Later Stage VC, $70.2 Million
- Investors Include: Dak Prescott, Dustin Johnson, Harry Kane
The popularity of workout machines that are able to display your stats in real time has been on the rise, and OxeFit is leading the pack. The company’s machines are designed for individual use, and they have a wide variety of options from which to choose based on your needs. The workout machine has several exercises you can complete within one machine and has a very large display screen that tracks your vitals in real time. The machine uses artificial intelligence (AI) technology to develop customized plans for each individual user.
11. Rootine
- Location: Nashville, Tennessee
- Founders: Rachel Sanders, Daniel Wallerstorfer, PhD
- Founded In: 2018
- Funding: Series A, $15.6 Million
- Investors Include: Techstars, Relevance Ventures, DSM Venturing
Rootine is a pioneer in the personalized nutrition space by leveraging advanced biotechnology, genetic analysis, and data science to create truly individualized vitamin and supplement regimens. The company has distinguished itself through its comprehensive, science-driven approach to nutritional optimization. Specifically, it collects detailed biological data from customers through at-home testing kits that analyze various biomarkers, genetic factors, and lifestyle information. This data-centric methodology allows Rootine to create precisely calibrated micronutrient formulations delivered in the form of customized daily microbead packs that provide optimal nutrient absorption.
12. SHRED
- Location: Los Angeles, California
- Founders: Adam Summer, Charlie Hale
- Founded In: 2018
- Funding: Seed, $4 Million
- Investors Include: Eduardo Vivas
SHRED has established itself as an innovative player in the digital fitness space, focusing on delivering elite training experiences that combine technology with effective workout methodologies. The company specializes in creating immersive, personalized fitness content that adapts to users’ goals, fitness levels, and preferences in order to make high-quality training more accessible to a broader audience. With a successful $4 million seed funding round completed in November 2020, SHRED has continued to invest in its technological infrastructure and content development capabilities to enable more sophisticated workout programming and user experience enhancements.
13. FitOn
- Location: Los Angeles, California
- Founders: Lindsay Cook, Russell Cook
- Founded In: 2018
- Funding: Series C, $134 Million
- Investors Include: TriplePoint Capital, Causeway Media Partners, West Quad Ventures
FitOn claims to be the No. 1 free fitness app on the market, and it’s easy to see why. The company has an abundant number of health classes users can take by downloading the app directly to their mobile devices. FitOn offers more than just exercises, though, with members also gaining access to meditation training to reduce stress. There is no equipment required, and the app hosts some of the most well-known fitness celebrities. The company has been able to grow exponentially due to the low-cost barrier to entry. With millions of downloads, it’ll be exciting to see how FitOn continues to scale.
14. obé Fitness
- Location: Brooklyn, New York
- Founders: Ashley Mills, Mark Mullett
- Founded In: 2018
- Funding: Series A, $19.2 Million
- Investors Include: Athleta, East Dune Holdings, HSD Capital
A women’s health brand, obé Fitness is an app users can download on any mobile device. What makes this app fun is its library of more than 16,000 on-demand classes, featuring 20 different class types, along with more than 70 training programs. This app helps users of any fitness level find a workout perfect for them. In addition, the app has a community aspect that allows users to connect with other like-minded women who are working on their fitness journey.
FAQs
What are fitness startups?
Fitness startups are companies that focus on helping people stay fit and healthy. This can be through providing access to gyms and classes, tracking calories burned, or connecting people with personal trainers. Many of these startups use technology to help make the process easier and more enjoyable for their users.
Is the fitness industry booming?
The fitness industry is booming because people are more aware of the importance of staying healthy and fit. There are many options now for getting in shape — from gym memberships to online programs — and people are willing to invest in their health. This has led to a number of great startups in the fitness industry.
How do you start a fitness startup?
To create a startup in the fitness industry, you’ll need to first familiarize yourself with the products being developed and understand where they might find an audience that’s not currently served. Once you have an idea, you’ll need to create a plan for success, build a solid team, legally set up your startup, and obtain funding. Finally, you must establish the brand through marketing and scale your startup when you have traction.
What are some helpful resources for fitness startups?
There are a number of resources that fitness startups can use to help them get started. These include online communities, startup accelerators, VC firms, and mentorship programs. Additionally, it’s important to create a strong network of advisors and industry experts who can help guide you along the way.
