The fitness tech market rebounds strongly in 2025 after years of post-pandemic consolidation.
Connected fitness evolves beyond home bikes. AI-powered personal training scales. Hybrid gym models dominate. Recovery tech attracts mega-rounds. Wearables merge with medical diagnostics.
VCs who avoided fitness during Peloton's decline now rush back. Corporate wellness spending drives B2B fitness tech. Gen Z demands gamified social workouts.
This guide lists 35+ active fitness tech investors. Their specific focus areas. Check sizes. Direct contacts.
Get your fitness tech funded
Clinical trials done. Retention metrics proven. Enterprise pilots closing.
Traditional pitch decks fail fitness investors. They want engagement data. User behavior insights. Real usage patterns.
Ellty tracks how investors actually interact with your pitch. Know which metrics matter most to each firm.
Top 35 fitness investors
1. Fitness Ventures
Dedicated fitness tech fund backed by industry leaders.
Investment focus: Fitness apps, connected devices, gym equipment tech
Investment range: Seed to Series B, flexible sizing
Notable investments: Peloton (IPO), FitStar (exit to Fitbit), Endomondo
Contact: fitness-ventures.com
2. Courtside Ventures
Early-stage fund at sports/fitness intersection.
Investment focus: Sports tech, fitness platforms, athlete performance
Investment range: Seed to Series A, $500K-$5M
Notable investments: Fitness and sports tech leaders
Contact: courtside.vc
3. SOSV
Global accelerator with fitness tech focus through HAX program.
Investment focus: Connected fitness hardware, wearables, recovery tech
Investment range: $500K initial investment
Notable investments: FitFlo, fitness hardware startups
Contact: sosv.com
4. Mayfield Fund
Silicon Valley firm that backed early fitness unicorns.
Investment focus: Consumer fitness platforms, B2B fitness tech
Investment range: Series A-C, $5M-$50M
Notable investments: Early Peloton investor
Contact: mayfield.com
5. H Venture Partners
Consumer-focused fund with fitness expertise.
Investment focus: Connected fitness, digital wellness platforms
Investment range: Seed to Series B
Notable investments: Peloton, fitness consumer brands
Contact: hventurepartners.com
6. Khosla Ventures
Major fund increasingly active in fitness tech.
Investment focus: AI fitness, personalization tech, biomarker tracking
Investment range: Seed to growth, patient capital
Notable investments: Next-gen fitness platforms
Contact: khoslaventures.com
7. Connect Ventures
European seed investor backing fitness innovation.
Investment focus: Digital fitness, marketplace models, B2C fitness
Investment range: Seed, £250K-£750K
Notable investments: Fiit, European fitness leaders
Contact: connectventures.co
8. JamJar Investments
UK fund focused on consumer brands including fitness.
Investment focus: Consumer fitness brands, digital-first models
Investment range: Seed to Series A
Notable investments: Fiit co-investor
Contact: jamjarinvestments.com
9. General Catalyst
Multi-stage investor with growing fitness portfolio.
Investment focus: Digital health/fitness convergence, AI fitness
Investment range: Seed to growth
Notable investments: Fitness platforms at scale
Contact: generalcatalyst.com
10. L Catterton
Consumer-focused PE with fitness investments.
Investment focus: Fitness brands, gym chains, equipment companies
Investment range: Growth equity, $50M+
Notable investments: Pure Barre, other fitness chains
Contact: lcatterton.com
11. Founder Collective
Seed fund by founders including fitness entrepreneurs.
Investment focus: Consumer fitness apps, social fitness
Investment range: Seed, $500K-$2M
Notable investments: Early-stage fitness tech
Contact: foundercollective.com
12. Northstar Ventures
UK investor focused on healthy aging and fitness.
Investment focus: Fitness for aging, medical fitness crossover
Investment range: Seed to Series B
Notable investments: Health and fitness convergence
Contact: northstarventures.co.uk
13. Inventure
Nordic VC backing fitness innovation.
Investment focus: Digital fitness, wearables, health data
Investment range: Seed to Series A, €500K-€5M
Notable investments: Nordic fitness tech leaders
Contact: inventure.vc
14. Spartan Capital
Sports and fitness focused fund.
Investment focus: Performance tech, recovery, training platforms
Investment range: Early stage
Notable investments: Sports performance companies
Contact: spartancapital.com
15. Heartcore Capital
European consumer tech investor.
Investment focus: Consumer fitness apps, subscription models
Investment range: Seed to Series B, €500K-€10M
Notable investments: European fitness platforms
Contact: heartcore.com
16. Felix Capital
Digital lifestyle investor including fitness.
Investment focus: Premium fitness brands, digital-first models
Investment range: Series A-C, $5M-$50M
Notable investments: Lifestyle fitness brands
Contact: felixcap.com
17. Accel
Global VC with fitness tech investments.
Investment focus: Marketplace models, B2B fitness platforms
Investment range: Seed to growth
Notable investments: ClassPass, fitness marketplaces
Contact: accel.com
18. B Capital Group
Growth investor in fitness transformation.
Investment focus: B2B fitness tech, corporate wellness
Investment range: Series B+, $10M-$100M
Notable investments: Enterprise fitness platforms
Contact: bcapgroup.com
19. Army Venture Capital Corp
Strategic investor from US Army.
Investment focus: Performance optimization, resilience tech
Investment range: Strategic investments
Notable investments: Military-grade fitness tech
Contact: avc.army.mil
20. Antler
Global early-stage investor with fitness focus.
Investment focus: Fitness tech innovation globally
Investment range: Pre-seed, $100K-$500K
Notable investments: Early fitness startups
Contact: antler.co
21. Index Ventures
Major European/US fund with fitness investments.
Investment focus: Category-defining fitness platforms
Investment range: Series A to growth
Notable investments: Marketplace and platform models
Contact: indexventures.com
22. Early Game Ventures
Eastern European fund backing fitness tech.
Investment focus: CEE fitness innovation, mobile fitness
Investment range: Seed to Series A
Notable investments: Bright, other fitness apps
Contact: earlygame.vc
23. Sparkling Capital
Romanian VC investing in fitness tech.
Investment focus: Mobile fitness, AI coaching
Investment range: Pre-seed to seed
Notable investments: Regional fitness leaders
Contact: sparklingcapital.com
24. EXOR Seeds
Early-stage fund from EXOR Group.
Investment focus: Consumer fitness innovation
Investment range: Seed stage
Notable investments: Fiit, fitness platforms
Contact: exor.com
25. H.I.G. Capital
PE firm with fitness sector focus.
Investment focus: Fitness chains, equipment companies
Investment range: Growth equity, buyouts
Notable investments: Gym chains, fitness brands
Contact: higcapital.com
26. Patron
Consumer-focused seed investor.
Investment focus: Next-gen fitness brands
Investment range: Pre-seed to seed
Notable investments: D2C fitness companies
Contact: patron.vc
27. Gaingels
LGBTQ+ focused fund investing in fitness.
Investment focus: Inclusive fitness platforms
Investment range: Seed to Series A
Notable investments: Diversity-focused fitness
Contact: gaingels.com
28. Creandum
Nordic VC with fitness investments.
Investment focus: Digital fitness platforms
Investment range: Seed to Series B
Notable investments: European fitness tech
Contact: creandum.com
29. SoftBank Vision Fund
Mega-fund occasionally investing in fitness.
Investment focus: Transformative fitness platforms
Investment range: Series C+, $100M+
Notable investments: Category leaders only
Contact: visionfund.com
30. RTP Global
Global early-stage investor.
Investment focus: Tech-enabled fitness models
Investment range: Seed to Series B
Notable investments: International fitness platforms
Contact: rtpglobal.com
31. Latitude
UK fund backing fitness innovation.
Investment focus: B2B fitness tech, data platforms
Investment range: Seed to Series B
Notable investments: Enterprise fitness solutions
Contact: latitude.co
32. Ring Capital
French growth investor in fitness.
Investment focus: European fitness scale-ups
Investment range: Series B+, €10M+
Notable investments: European market leaders
Contact: ringcapital.com
33. Ledger Capital
Crypto-fitness convergence investor.
Investment focus: Move-to-earn, tokenized fitness
Investment range: Seed to Series A
Notable investments: Web3 fitness platforms
Contact: ledgercapital.com
34. Wildwood Ventures
Outdoor fitness specialist.
Investment focus: Outdoor fitness tech, adventure sports
Investment range: Seed to Series A
Notable investments: Outdoor fitness platforms
Contact: wildwoodventures.com
35. The Estée Lauder Companies New Incubation Ventures
Beauty giant's venture arm investing in wellness/fitness.
Investment focus: Beauty-fitness convergence, recovery tech
Investment range: Strategic investments
Notable investments: Recovery and wellness tech
Contact: elcompanies.com
Pitching fitness investors
Metrics that matter
Retention: 6-month retention >40% minimum
Unit economics: CAC <$100, LTV >$500
Engagement: 3+ workouts/week average
Growth: 20%+ MoM for early stage
What kills deals
Hardware without recurring revenue. Dead.
Me-too Peloton clone. Pass.
No differentiation from YouTube. Next.
B2C only without B2B angle. Tough sell.
Winning strategies
Show real usage data. Not vanity metrics.
Prove habit formation. Daily actives matter.
Corporate wellness angle helps. B2B2C scales.
Community drives retention. Social features win.
Alternative funding
Corporate strategics
Nike Ventures: Strategic partnerships
Adidas Ventures: Innovation collaborations
Lululemon: Acquisition potential
Apple Fitness: Integration opportunities
Accelerators
Techstars Sports: Boulder program
Stadia Ventures: Sports tech focus
Hype Sports Innovation: Global network
LeAD Sports Accelerator: European program
Crowdfunding
Republic: Fitness brands thrive
StartEngine: Consumer hardware
Kickstarter: Pre-orders validation
Success stories
Winners
Peloton: First connected fitness unicorn. $4B IPO. Then crashed 95%.
Mirror: $500M exit to Lululemon. Smart positioning.
Tonal: $1.9B valuation. Strength training finally cool.
Strava: 100M users. Social wins.
Why fitness startups fail
Hardware margins. Manufacturing kills most.
Retention cliff. Month 3 dropoff brutal.
CAC explosion. Facebook ads unsustainable.
COVID bump. Assumed permanent growth.
Track your fitness deck performance
Fitness investors scan decks in 90 seconds. They focus on:
- Retention cohort charts
- Unit economics breakdown
- Hardware/software margin split
- B2B expansion potential
Ellty shows exactly what catches their attention. Which slides get forwarded. When partners discuss internally.
Optimize your pitch with real data.
FAQs
Q: Hardware or software first?
Software. Prove model before hardware investment.
Q: D2C or B2B?
Both. D2C for validation, B2B for scale.
Q: Connected fitness still fundable?
Yes, but need clear differentiation from Peloton.
Q: Best stage for fitness funding?
Seed after strong retention proof.
Q: Minimum metrics for Series A?
$3M ARR, 40%+ retention, positive unit economics.
