What is ROXFIT?
ROXFIT operates as a sophisticated hybrid fitness platform designed to bridge the gap between digital analytics and physical performance. Founded by Ben Wilson and Joey Allott, the platform provides a comprehensive suite of tools for athletes, including detailed race result analysis, an extensive library of curated workouts, and a flexible workout builder. A core differentiator for the company is its PaceMe feature, which offers seamless smartwatch integration, allowing users to maintain optimal pacing during real-time training and competitive events. By integrating high-level performance metrics with user-friendly digital interfaces, ROXFIT addresses the needs of both amateur enthusiasts and professional athletes seeking precision in their training regimens.
How much funding has ROXFIT raised?
ROXFIT has raised a total of $3.6M across 2 funding rounds:
Other Financing Round
$1.1M
Seed
$2.5M
Other Financing Round (2025): $1.1M with participation from DSW Ventures
Seed (2026): $2.5M led by DSW Ventures and York Angels
Key Investors in ROXFIT
DSW Ventures
DSW Ventures is an early-stage venture capital firm based in the UK, focusing on innovative businesses led by talented founders. The firm invests between £100,000 and £3 million in regional start-ups, primarily in the software, spin-outs, and consumer sectors.
York Angels
York Angels is an angel investor network based in York that provides seed capital to startups, consisting of successful entrepreneurs and subject matter experts dedicated to accelerating local ventures.
What's next for ROXFIT?
With the successful closure of its latest financing round, ROXFIT is poised to transition into a phase of aggressive product development and market penetration. The strategic focus will likely center on scaling the PaceMe integration to support a broader range of wearable devices, thereby increasing the platform's accessibility and user retention. Furthermore, the company is expected to utilize this backing to refine its algorithmic workout recommendations, ensuring that the platform remains at the forefront of personalized fitness technology. As the firm continues to mature, the emphasis will shift toward establishing strategic partnerships within the broader health and wellness ecosystem, ultimately aiming to capture a larger share of the digital fitness market while maintaining its commitment to high-fidelity performance data.
See full ROXFIT company page
