ROXFIT, the digital training platform for hybrid athletes, has raised £1.9m in seed funding as participation in hybrid competition continues to expand rapidly worldwide.
Founded by entrepreneurs Ben Wilson and Joey Allott, the business 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 funding round was led by existing investors DSW Ventures and strategic angel investor Peter Markham, with participation from SWIM Capital and continued backing from York Angels. It follows ROXFIT’s £800,000 pre-seed round, which supported product development and early international growth.
ROXFIT operates as a training and race-day performance platform built specifically for hybrid competition. The app provides AI-powered 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 firmly at the core of the platform, with deeper analytics and expanded integrations supporting both elite and first-time competitors.
“Hybrid fitness is the fastest-growing participation sport globally, yet the digital infrastructure supporting athletes has lagged behind,” said co-founder Ben Wilson. “Our ambition is to build the technology layer that helps athletes train with greater precision, understand their performance and prepare effectively for competition.”
The newly secured funding will be used to accelerate product development, strengthen the engineering and artificial intelligence team, and expand ROXFIT’s global ambassador network. The company also sees further opportunity to develop partnerships with gyms and training communities internationally.
“We’ve seen strong organic growth from athletes worldwide who are competing in hybrid fitness,” said co-founder Joey Allott. “This investment allows us to build on that momentum, deepen engagement within the product and expand our global reach.”
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.”
Peter Markham, who co-led the investment commented: “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.”
HYROX has grown from a few hundred competitors in 2017 and is expected to be over 1.3m in 2026 – rapidly establishing itself as a mainstream participation sport. As athlete numbers continue to rise internationally, demand for structured digital training and performance tools is increasing in parallel, creating a substantial and expanding global market opportunity for platforms such as ROXFIT.