Home     |     Startup Lists
Top Fitness Startups

Top Fitness Startups to Watch (and Work for) in 2023

July 21, 2023
      |      Kieran Ryan
Gabriel Union in fitness attire doing yoga

My Background

Hi, I'm Kieran! I worked in startups for five years at On Deck and Wefunder. Some of my favorite things that I've worked on during my career include:

‍

  • Wefunder Workaway: 12 founders working on a new idea, 7 days, 1 mansion in Hawaii. One of the teams we picked raised a Series A from Andreessen Horowitz, and two people who met during the trip got married...
  • On Deck: As employee #15, I contributed to the startup's growth from no revenue to a $20 million run rate in less than a year. I led the team that built the admission infrastructure to support and scale ~20 fellowships for founders, capital allocators, operators, and creators.
  • XX: Worked on a pre-YC accelerator program that invested $125K on an MFN SAFE into 8-10 teams per cohort.
  • ODX: Worked on a $100 million accelerator program that invested $125K for 7% into 100s of startups. We partnered with leaders like Flexport to build vertical industry tracks around supply chain & logistics, etc.
  • Ryan Marketing: Created an influencer marketing startup (2 million+ Instagram followers) during college with my twin brother and realized early that monetization for creators was broken. I learned a lot, and it paid enough to cover my schooling, rent, and meals.

‍

The Methodology

I considered several data points to arrive at the startups selected on this list, including company traction, funding raised, valuation, and investors. From my initial list, I then referenced each startup with my personal network to narrow down the list to the one you see below. I take my credibility seriously, so I do not take any money from startups who want to be included on this list to remain impartial. If you want to understand my analysis of startups and prefer long-form content, read my research on the top startups of 2023 afterward.

Future Logo

Future

Personal training, made modern.

Headquarters

San Francisco, California

Industry

Consumer, Fitness

Founded

2017

Funding

$110.5 million

Valuation

Undisclosed

Traction

  • As of June 2023, Future rates 4.9/5 stars from 8.1K reviews on the Apple App Store.
  • As of February 2022, Future was on pace to hit $100 million in ARR by early 2023.
  • As of February 2022, Future users traded an average of four messages per day, or 1,500 per year, with their coaches.
  • As of February 2022, Future had a net promoter score of 90.
Full Profile
Strava Logo

Strava

Running, cycling, and hiking app.

Headquarters

San Francisco, California

Industry

Fitness

Founded

2009

Funding

$151.9 million

Valuation

$1.5 billion

Traction

  • As of May 2023, Strava has 100 million+ users in 195+ countries.
Full Profile
Noom Logo

Noom

Weight-loss and health company.

Headquarters

New York, New York

Industry

Fitness, Healthcare

Founded

2008

Funding

$658.9 million

Valuation

$3.7 billion

Traction

  • As of July 2023, Noom has rated 4.7/5 stars from 786.3K reviews on the Apple App Store, 4.2/5 stars from 305K reviews on the Google Play Store, and has been downloaded 10 million+ times on the Google Play Store.
  • In 2020, Noom reported $400 million in revenue, up from $237 million in 2019.
Full Profile
Oura Ring Logo

Oura Ring

Smart ring for fitness, stress, sleep, and health.

Headquarters

Oulu, Finland

Industry

Hardware, Fitness

Founded

2013

Funding

$148.3 million

Valuation

$2.55 billion

Traction

  • As of June 2023, Oura Ring reports 88% of its members saw an improvement in their overall health.
  • As of June 2023, Oura Ring reports 86% of its members saw an improvement in their sleep quality and a 98% heart rate variability accuracy.
Full Profile
Eight Sleep Logo

Eight Sleep

Intelligent sleep tech.

Headquarters

Miami, Florida

Industry

Consumer, Sleep Fitness

Founded

2014

Funding

$162.1 million

Valuation

~$500 million

Traction

  • Eight Sleep customers include Elon Musk (CEO of SpaceX), Kevin Hart (comedian), George Russel (F1 driver), Ryan Murphy (Olympic swimmer), Caleb Martin (NBA basketball player), Patrick Peterson (NFL player), Sidney Crosby (NHL player), and Andrew Huberman (American neuroscientist). 
  • As of August 2021, Eight Sleep reported they were on pace to 3x revenue in 2021 over 2020.
  • Eight Sleep claims users fall asleep 40% faster, get 20% more deep sleep, experience 30% fewer midnight wakeups, and experience 30% fewer tosses and turns.
Full Profile
Bellabeat Logo

Bellabeat

Fashionable health trackers designed and engineered for women.

Headquarters

San Francisco, California

Industry

Fitness

Founded

2014

Funding

$18.8 million

Valuation

Undisclosed

Traction

  • As of June 2023, Bellabeat reported 6 million+ goals achieved from users daily, 3.2 million+ programs started, 12.8 million+ workouts completed, and 1.2 million+ devices synced.
  • As of June 2023, Bellabeat has rated 4.2/5 stars from 534 reviews on the Apple App Store and 2.7/5 stars from 3.38K reviews on the Google Play Store.
  • As of November 2021, Bellabeat was adding 100,000+ new app users monthly.
Full Profile
FitOn Logo

FitOn

Free fitness app for home workouts.

Headquarters

Los Angeles, California

Industry

Fitness

Founded

2019

Funding

$70 million

Valuation

Undisclosed

Traction

  • As of July 2023, FitOn has 15 million+ users, up from 6 million in January 2021.
  • As of July 2023, FitOn has rated 4.9/5 stars from 282.5K reviews on the Apple App Store, 4.7/5 stars from 95.7K reviews on the Google Play Store, and has been downloaded 5 million+ times on the Google Play Store.
  • As of July 2023, FitOn celebrity trainers include Halle Berry, Gab Union, Jeanette Jenkins, Kenta Seki, Julianne Hough, and Vytas.
Full Profile
28 Logo

28

A free-cycle-based wellness and fitness experience.

Headquarters

Miami, Florida

Industry

Femtech, Fitness

Founded

2022

Funding

$3.2 million

Valuation

Undisclosed

Traction

  • As of July 2023, 28 has rated 4.7/5 stars from 1.7K reviews on the Apple App Store and 4.7/5 stars from 703 reviews on the Google Play Store.
  • As of July 2023, 28 has been downloaded 100,000+ times on the Google Play Store.
  • As of July 2023, 28 has 31.6K Instagram followers, 9.9K TikTok followers, and 566 Youtube subscribers.
Full Profile
Elevate Logo

Elevate

Brain training personalized for you.

Headquarters

San Francisco, California

Industry

Fitness

Founded

2014

Funding

$21.3 million

Valuation

Undisclosed

Traction

  • In September 2019, Elevate launched Balance, a meditation app.
  • As of May 2023, Balance has been rated 4.9/5 stars based on 73,900 reviews on the Apple App Store. Balance is ranked #37 in the Health & Fitness category.
  • In 2018, Elevate was cash flow positive.
  • As of September 2019, Mindsnacks, Elevate’s brain training game, has been downloaded 25 million times. 
Full Profile
Grokker Logo

Grokker

Corporate wellbeing platform.

Headquarters

San Jose, California

Industry

Fitness, Health & Wellbeing

Founded

2012

Funding

$22.5 million

Valuation

Undisclosed

Traction

  • As of November 2016, Grokker had 135 experts on its platform across fitness, cooking, meditation, and yoga.
  • As of May 2023, Grokker logs 100 million+ well-being minutes annually on its platform.
  • As of May 2023, Grokker’s content library has 4,000+ videos and has created 90+ programs.
  • Grokker customers include CVS Health, Subway, eBay, Delta Air Lines, SurveyMonkey, Pfizer, General Electric, Target, and Domino’s.
Full Profile
Arketa Logo

Arketa

Grow your wellness business.

Headquarters

Los Angeles, California

Industry

Fitness, Health & Wellness

Founded

2020

Funding

$7.6 million

Valuation

Undisclosed

Traction

  • As of May 2023, Arketa has 1,000+ customers, including Miki Ash, Already Within, Upsoul Center, Tight Club Athletics, FP Movement, Miss Bliss Yoga, and Lex Fisher.
  • In December 2022, Arketa reported one customer growing their business 5x to millions in revenue.
Full Profile
Nobull Logo

Nobull

Training shoes, apparel, and accessories.

Headquarters

Boston, Massachusetts

Industry

Sports, Fitness

Founded

2014

Funding

$32 million

Valuation

$500 million+

Traction

  • As of July 2023, Nobull has 1.4 million Instagram followers and 598K Facebook followers.
  • In 2020, Nobull reported 80% YoY growth over 2019.
Full Profile
EGYM Logo

EGYM

Smart gym solutions.

Headquarters

Munich, Bayern, Germany

Industry

Fitness

Founded

2010

Funding

$409.6 million

Valuation

Undisclosed

Traction

  • As of July 2023, EGYM has 15,000 gyms on its platform.
  • In 2022, EGYM reported $130 million in revenue and 70% YoY growth.
Full Profile
OxeFit Logo

OxeFit

The smartest home workout.

Headquarters

Plano, Texas

Industry

Fitness

Founded

2019

Funding

$39.4 million

Valuation

Undisclosed

Traction

  • As of June 2023, OxeFit is available in 100+ fitness centers, sports teams, colleges, and rehabilitation facilities.
  • As of June 2023, OxeFit’s content and training program has 200+ exercises.
Full Profile
Dance Church Logo

Dance Church

An all-levels movement class.

Headquarters

Seattle, Washington

Industry

Fitness

Founded

2010

Funding

$4.7 million

Valuation

Undisclosed

Traction

  • As of July 2023, Dance Church has three in-person locations in New York, Los Angeles, and Seattle.
  • As of July 2023, Dance Church has 44.8K Instagram followers.
  • In 2020, Dance Church reported ~150,000 people tuned in to participate in a class.
Full Profile
WHOOP Logo

WHOOP

Your personal digital fitness and health coach.

Headquarters

Boston, Massachusetts

Industry

Fitness

Founded

2011

Funding

$404.8 million

Valuation

$3.6 billion

Traction

  • As of July 2023, WHOOP has rated 4.7/5 stars from 8.8K reviews on the Apple App Store, 4/5 stars from 3.55K reviews on the Google Play Store, and has been downloaded 100,000+ times on the Google Play Store.
Full Profile
obé Fitness Logo

obé Fitness

Live, on-demand fitness classes and workouts.

Headquarters

Brooklyn, New York

Industry

Fitness

Founded

2018

Funding

$15 million

Valuation

$190 million

Traction

  • As of July 2023, obé Fitness has rated 4.8/5 stars from 8.7K reviews on the Apple App Store, 4.8/5 stars from 466 reviews on the Google Play Store, and has been downloaded 10,000+ times on the Google Play Store.
  • As of July 2023, obé Fitness has 237K Instagram followers.
  • In July 2021, obé Fitness reported 4x user growth last year.
Full Profile
CityRow Logo

CityRow

In-person rowing studios.

Headquarters

New York, New York

Industry

Fitness

Founded

2014

Funding

$12.5 million

Valuation

Undisclosed

Traction

  • As of July 2023, CityRow has 17K Instagram followers.
  • As of August 2021, CityRow has 65 franchises, 2 corporate stores, and 4,000 members.
  • In 2020, CityRow reported 375% revenue growth over the previous year.
Full Profile
HealthifyMe Logo

HealthifyMe

Track your nutrition, plan your diet, and get fitter.

Headquarters

Bengaluru, India

Industry

Fitness, Healthcare

Founded

2012

Funding

$130.1 million

Valuation

Undisclosed

Traction

  • As of July 2023, HealthifyMe has helped 30 million+ users.
  • As of July 2023, HealthifyMe has rated 4.6/5 stars from 64.4K reviews on the Apple App Store, 4.4/5 stars on the Google Play Store, and has been downloaded one million+ times.
Full Profile
Ergatta Logo

Ergatta

The future of indoor rowing.

Headquarters

Brooklyn, New York

Industry

Fitness

Founded

2019

Funding

$35.3 million

Valuation

Undisclosed

Traction

  • As of April 2021, Ergatta reported a $35 million revenue run rate, yielding $3 million monthly.
Full Profile
Keep Logo

Keep

Chinese mobile fitness app.

Headquarters

Beijing, Beijing, China

Industry

Fitness

Founded

2015

Funding

$582 million

Valuation

$2 billion

Traction

  • As of January 2021, Keep reported 300 million users and 10 million paying users.
Full Profile
Playbook Logo

Playbook

The #1 platform for health and wellness creators.

Headquarters

New York, New York

Industry

Fitness, Creators

Founded

2017

Funding

$19.3 million

Valuation

Undisclosed

Traction

  • As of July 2023, Playbook has 250 creators and 100,000+ workouts posted on the platform.
  • As of June 2020, Playbook reported 140% new creator account growth in 2020.
Full Profile
Aviron Logo

Aviron

Interactive rowing machine.

Headquarters

Toronto, Ontario, Canada

Industry

Fitness

Founded

2019

Funding

$23.6 million

Valuation

Undisclosed

Traction

  • As of February 2022, Aviron reported its paying subscriber base grew by 2700% YoY.
  • In 2021, Aviron reported a 700% increase in revenue over the previous year.
Full Profile
Coa Logo

Coa

Your gym for mental health.

Headquarters

San Francisco, California

Industry

Fitness, Healthcare

Founded

2018

Funding

$3 million

Valuation

Undisclosed

Traction

  • As of July 2023, Coa is a benefit for 100,000+ people with customers, including NBC, Qualtrics, Salesforce, Synex, General Assembly, ClassPass, Skillshare, and American Express.
  • As of July 2023, Coa reported a 71 net promoter score, a 95% increase in engagement, a 95% increase in skills, and a 20x greater participation rate than other benefits.
Full Profile
Aaptiv Logo

Aaptiv

Hyper-personalized fitness.

Headquarters

New York, New York

Industry

Fitness

Founded

2015

Funding

$52.1 million

Valuation

Acquired by Pear Sports

Traction

  • As of July 2023, Aaptiv has 60,000 members.
  • As of July 2023, Aaptiv has rated 4.7/5 stars from 56.1K reviews on the Apple App Store, 4/5 stars from 10.9K reviews on the Google Play Store, and has been downloaded 1 million+ times on the Google Play Store.
  • As of October 2021, Aaptiv reported 13 million downloads and 36 million classes taken.
Full Profile

Explore More Startups Lists

100 Thieves cash app compound

Top Creator Economy Startups

Truck with yellow remora carbon technology attached to it driving in the desert

Top Climate Startups

Two ladies smiling in front of a front desk from "Almond"

Top Healthcare Startups

black hand holding iphone with stock interface

Top Fintech Startups

OpenAI logo with psychadelic color background

Top AI Startups

dog laying on its back smiling with "giving our best friends more time" written in the background

Top Biotech Startups

Painted ladies in SF

Top SF Startups

Hollywood sign with sunset view behind it

Top Los Angeles Startups

Boring Business Nerd
Company
AboutEmail me
Resources
Startup DirectoryAngel Investor DatabaseExecutive TrackerStartup LeaderboardTop StartupsStartup Lists
Categories
BlogCareer GrowthStartupsStartup AcceleratorsStartup Programs for StudentsAngel InvestingVenture Capital
About
Terms of usePrivacy policy
Copyright © 2023 Boring Business Nerd