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§ Private Profile · London, United Kingdom
Subscription fitness app providing on-demand classes, group workouts, and tailored training plans for all fitness levels.
Fiit is a London-based digital health and wellness company that provides a subscription fitness application offering on-demand classes, group workouts, and personalized training plans. The platform delivers its interactive fitness content across multiple operating systems and hardware ecosystems, integrating directly with recognizable consumer technology brands including iOS, Android, Sky, and Samsung smart televisions. Operating across more than 175 international markets, the company experienced a 300% annual user growth rate during the 2020 fiscal year and has successfully facilitated over 20 million completed workouts to date. Utilizing a consumer subscription model, the enterprise recently improved its trial conversion rate from 56% to 65% through targeted user onboarding optimizations and continuous product enhancements. Fiit was originally founded in 2017 by Daniel Shellard, Ian McCaig, and Sammi Adhami to bridge the gap between virtual and physical fitness experiences.
Fiit has raised $3.0M across 1 funding round.
Fiit has raised $3.0M in total across 1 funding round.
FIIT is a UK-based technology company that started as a consumer fitness app in 2017 and has evolved into ONE FIIT, an all-in-one fitness operating system powering digital and in-real-life (IRL) group training at scale.[1][3][4] It serves B2B clients like commercial gyms, residential buildings, hotels, corporate workplaces, and fitness brands (e.g., HYROX, Men’s Health, Nespresso), while its consumer app has delivered over 50 million workouts, boasts 5 million+ downloads, a 4.9 App Store rating, and operates in 175 markets.[1][3] FIIT solves the problem of accessible, engaging group fitness by blending immersive workouts, smart tech, and community features, with its B2B segment growing 170% year-on-year and the company now profitable after raising £15M.[1]
FIIT was founded in 2017 by three friends aiming to make the world's best fitness classes accessible to everyone, from beginners to athletes.[4] Drawing on in-demand trainers, in-house DJs, developers, and data scientists, they built a connected fitness app that evolved through community feedback into a dynamic platform.[4] Key pivots include launching ONE FIIT for B2B expansion, powering ecosystems from gym floors to living rooms and corporate hubs, with early traction via partnerships like HYROX (affiliating 10,000 gyms and 35,000 coaches) and integrations with Sky Q, Samsung, and EA.[1][2]
FIIT rides the hybrid fitness trend, blending digital connectivity with IRL experiences amid rising demand for scalable group training post-pandemic.[1][2] Timing aligns with corporate wellness booms, gym digitization, and brand-community engagement, fueled by market forces like remote work and wellness tech adoption (e.g., Accenture, Nespresso integrations).[2] It influences the ecosystem by enabling fitness brands to scale globally—e.g., HYROX's explosive growth—democratizing premium workouts and fostering lifelong habits across 175 markets.[1][3]
FIIT's profitable B2B pivot positions it to dominate as a fitness OS backbone, potentially expanding to more enterprise wellness and smart-home integrations amid AI-personalized health trends.[1][2] Rising hybrid work and global gym affiliations will shape its path, evolving influence from app pioneer to ecosystem enabler—watch for deeper AI/trainer tools and 10M+ community connections. This builds on its consumer roots, making elite fitness ubiquitous.[1][3]
Fiit has raised $3.0M in total across 1 funding round.
Fiit's investors include Connect Ventures, Boost Capital Partners, Initial Capital, Northzone, Richard Reed, Rooks Nest Ventures, Westminster Capital.
Fiit has raised $3.0M across 1 funding round. Most recently, it raised $3.0M Seed in December 2017.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Dec 1, 2017 | $3M Seed | Connect Ventures | Boost Capital Partners, Initial Capital, Northzone, Richard Reed, Rooks Nest Ventures, Westminster Capital | Announced |