ROXFIT, a digital training platform for hybrid athletes startup, has raised £1.9 million in a seed round led by DSW Ventures, with participation from Peter Markham, SWIM Capital and York Angels. It provides training and race-day performance tools for hybrid competition, with the funding set to accelerate product development, strengthen the engineering and artificial intelligence team, and expand its global ambassador network.
Founded by Ben Wilson and Joey Allott, it has grown from 80,000 users in May 2025 to more than 260,000 across 185 countries, driven largely by organic adoption within the global HYROX community. The platform provides training tools, pacing guidance, post-race performance analytics and wearable integration, allowing athletes to simulate race conditions, benchmark results and track progression. Following the launch of Version 2, training functionality now sits at the core of the platform, supported by deeper analytics and expanded integrations for both elite and first-time competitors.
Hybrid fitness is described as the fastest-growing participation sport globally, with HYROX expanding from a few hundred competitors in 2017 to an expected 1.3 million in 2026. As athlete numbers continue to rise internationally, demand for structured digital training and performance tools is increasing in parallel.
The investment follows ROXFIT’s £800,000 pre-seed round, which supported product development and early international growth. It will be used to further develop the platform, expand partnerships with gyms and training communities, and support continued global growth.
Hybrid fitness is the fastest-growing participation sport globally, yet the digital infrastructure supporting athletes has lagged behind. Our ambition is to build the technology layer that helps athletes train with greater precision, understand their performance and prepare effectively for competition.
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.
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.
This follow-on investment is a powerful endorsement of the momentum the team are building at ROXFIT. We have proven demand, now we are scaling with intent.
