Online gym platform Fiit has raised £2.4 million in seed investment, led by Connect Ventures and supported by JamJar Investors, Rooks Nest Ventures and Westminster Capital.

Fiit gives gym goers access to ‘in demand’ trainers to help motivate them to lose weight and build muscle. It also plans to use social media, via a Fiit device, to build a community of fellows. It will offer real-time performance feedback with its 40 workouts and live leaderboards allowing users to challenge friends worldwide. It said it wanted to offer a credible alternative to gym chains and boutique studios.

Richard Reed, CEO of JamJar investments commented, ‘Fiit is one of the most exciting companies I have seen since setting up JamJar investments. They have noticed a gap within the health and fitness industry and are set to disrupt the traditional model, offering a unique platform providing unparalleled consumer choice and access.’

Fitness market growing

The fitness and gym market has been growing for five years, estimated to now be worth close to £80 billion globally, with more UK gyms open now than ever before.

Fiit was co-founded by a team of ex-Google employees and Qubit founders and says it is on a mission to help millions of people globally reap the benefits of regular exercise.

Sitar Teli, partner at Connect Venture said, ‘Fiit combines the intensity of boutique fitness classes with the convenience of an on-demand platform, motivation from real-time feedback and social competition to create an experience that surpasses anything currently available.’

Fiit co-founder Daniel Shellard explained, ‘Boutique studios are expensive and elitist. At Fiit we are focussed on the future of fitness, and plan to make it addictive by combining the motivation of a world-class studio experience with the convenience of a home workout powered by the fitness stars people follow.’

The platform launched in April 2018.

Further reading on fitness

Gymbox lands a £39m funding package