29 Top Fitness Startups to Watch in 2024

Woman looking at her watch while out for a run.

In recent years, the fitness industry has seen a surge in startups. This is likely due to the growing awareness of the importance of physical and mental health, as well as the advanced tech of fitness tracking devices and apps.

If you’re an entrepreneur who is interested in getting into the health and fitness industry, or if you are simply looking for some creative inspiration, then this article is for you. We will be discussing some of the top health and fitness startups to watch.

Top Fitness Companies to Follow

Every year, new startups pull to the forefront of their industry through exciting innovation, tech, and industry-disrupting business models. We’ve rounded up the best fitness startups of 2024 that startup-lovers, investors, and aspiring entrepreneurs should follow.

Disclaimer: With so many exciting fitness tech startups launching and growing worldwide, we aren’t able to cover them all. Furthermore, the startups that are listed below are not officially ranked and are listed in no particular order.

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1. Foodspring (Acquired by Mars)

  • Location: Berlin, Germany
  • Founders: Marc Hermann, Philipp Schrempp, Tobias Schuele
  • Founded In: 2013
  • Funding: Unknown, $30.6 Million
  • Investors Include: Ringier Digital Ventures, btov Partners

Foodspring is a fitness company that sells premium foods aimed at sports and nutrition devotees. Its goal is to “develop the most natural and innovative foods of our time,” and it now has customers on five continents. The company sells a variety of protein shakes, sports drinks, nutrition bars, and nutrition supplements, along with cooking and baking mixes, spreads, and muesli and porridge.

2. Virtuagym

  • Location: Amsterdam, Netherlands
  • Founders: Hugo Braam, Paul Braam
  • Founded In: 2008
  • Funding: $13.4 Million
  • Investors Include: Icecat Smart Fund, Endeit Capital

Virtuagym’s technology solutions help businesses, health professionals, and consumers change their lifestyles in meaningful, sustainable ways. It offers an all-in-one training software that provides a complete, 24/7 health and fitness experience both in the gym and at home with virtual training, live workout videos, meditations, challenges, and more. Virtuagym’s software for corporations helps boost employee health by giving them access to wellness content, and its fitness app provides personalized workout and nutrition plans.

3. Frame

  • Location: Miami, Florida
  • Founders: Melissa Bentivoglio, Lee Belzberg
  • Founded In: 2019
  • Funding: Seed, $5 Million
  • Investors Include:  New Money Ventures, Mark Mastrov

Frame is founded by husband-and-wife duo Lee Belzberg and Melissa Bentivoglio. When Melissa’s Pilates studio closed due to the pandemic, the pair decided it was time to bring the Pilates reformer into customers’ homes and out of fitness facilities. The fitness startup manufactures at-home reformers with built-in software that provides users with virtual classes. Available online at their website as well as wellness powerhouse Goop, Frame is bringing Pilates to the homes of their customers, no studio required. 

Check out our interview with the founders of Frame! 

4. Tempo

  • Location: San Francisco, California
  • Founders: Joshua Augustin, Moawia Eldeeb
  • Founded In: 2015
  • Funding: Series C, $298.8 Million
  • Investors Include: Bling Capital, Norwest Venture Partners

Tempo bills itself as the only home gym with a built-in personal trainer to help users meet their fitness goals. Both of its main products, Tempo Studio and Tempo Move, feature personal training powered by the company’s 3D Tempo Vision technology, which learns about a user’s body and goals to deliver personalized workouts. The systems use 3D sensors to track the user’s movements, deliver instant form feedback, and provide guidance in every workout. Live classes are also available.


  • Location: Boston, Massachusetts
  • Founders: Aurelian Nicolae, John Capodilupo, Will Ahmed
  • Founded In: 2012
  • Funding: Series F, $404.8 Million
  • Investors Include: Thursday Ventures, SoftBank Vision Fund

WHOOP is a health and fitness wearable device that straps around a user’s wrist and monitors recovery, sleep, training, and other health metrics. It also provides personalized workout recommendations and coaching feedback. WHOOP is comfortable enough to wear all the time to track metrics 24/7, and its five LEDs and four photodiodes capture data more often than most other wearables. Like many wearable fitness devices, Whoop connects to a mobile app for more in-depth data analysis.

6. Spora Health

  • Location: San Francisco, California
  • Founders: Dan Miller
  • Founded In: 2020
  • Funding: Venture, $4.2 Million
  • Investors Include: Techstars, Refactor Capital

Spora Health says it’s the first telemedicine company to focus on health equity, changing the way people of color access healthcare online and get primary care. A reasonably priced monthly membership includes access to a network of primary care providers who have been trained to give respectful care that’s in line with a patient’s cultural needs. Members first share as much of their health history and lifestyle as they’re comfortable with on the Spora app. They then receive a personalized list of all the factors that can affect their health and are able to schedule a visit with a healthcare provider.

7. Hyperhuman

  • Location: Bucharest, Romania
  • Founders: Bogdan Predusca, Dan Nica, David Teodorescu
  • Founded In: 2020
  • Funding: Grant, $1.1 Million
  • Investors Include: Sparkling Capital, Early Game Ventures

Hyperhuman helps trainers, instructors, coaches, physiotherapists, and organizations create video workouts in just a few minutes without the need for video editing or other technical skills. All members have to do is upload videos of themselves doing exercises using the company’s mobile app, and Hyperhuman will edit the videos into reusable clips automatically. Members can add their own audio instructions, and the completed workout videos can be published on social media or anywhere else.

8. Ergatta

  • Location: Brooklyn, New York
  • Founders: Alessandra Gotbaum, Prasanna Swaminathan, Tom Aulet
  • Founded In: 2019
  • Funding: Series A, $35.3 Million
  • Investors Include: Fifth Wall, Advance Venture Partners

Ergatta believes that working out at home should feel like playing a sport rather than taking a class. To that end, it sells a rowing machine with a twist: It has a digital, internet-connected, Android-powered touch screen that’s Bluetooth-enabled for connecting to heart-rate monitors and audio devices. More importantly, you can use the screen’s interface to choose tailored workout plans, row along with recordings of real-life scenery, and even compete with other rowers online.

9. Lever Health

  • Location: New York, New York
  • Founders: Kevin Weatherman, Marc Brown
  • Founded In: 2019
  • Funding: Pre-Seed, $655,000
  • Investors Include: N/A

Lever Health provides personalized, one-on-one health coaching through video calls and online chats. The company’s three-month program is designed to optimize nutrition, health and fitness, as well as sleep, in part by helping clients develop healthy habits in those areas. Lever Health’s mobile app syncs with certain fitness devices, and the service offers food tracking, daily accountability, and other features to help people achieve their wellness goals.

10. Bsport Solution

  • Location: Paris, France
  • Founders: Sofian Medbouhi, Zakaria Mansour
  • Founded In: 2019
  • Funding: Series A, $5.4 Million
  • Investors Include: Seed4Soft, Seventure Partners

Bsport Solution is an all-in-one platform that boutique fitness studios can use to manage and expand their businesses. The platform helps manage email marketing, live classes, group classes and appointments, student invoicing, and teacher salaries. The app can be personalized with a studio’s brand to offer students a comprehensive experience, including on-demand videos, and it can handle multiple locations as a studio grows.

11. Oura

  • Location: Oulu, Finland
  • Founders: Kari Kivela, Markku Koskela, Petteri Lahtela
  • Founded In: 2013
  • Funding: Venture, $148.3 Million
  • Investors Include: MSD Capital, Lifeline Ventures

You’ve probably already heard of smart watches that are able to track your health vitals including sleep, heart rate, and temperature but Oura is making something even better. They have developed the Oura Ring that fits snuggly on any finger and is not only more comfortable to wear than a watch, but also provides even more accurate data. You’ll get three daily scores that you can track using the convenient mobile app. It also has a large battery life of 4-7 days depending on your usage and only takes 20-80 minutes for a full charge.

12. OxeFit

  • Location: Plano, Texas
  • Founders: Mohammed Shanableh, Peter Neuhaus
  • Founded In: 2019
  • Funding: Venture, $39.4 Million
  • Investors Include: Dak Prescott, Dustin Johnson

The popularity of workout machines that are able to display your stats in real time has been on the rise, and OxeFit is leading the pack. Their machines are designed for individual use, and they have a wide variety of options to choose from depending on your needs. The workout machine has several exercises you can complete within one machine and has a very large display screen that tracks your vitals in real time. The machine uses AI technology to develop customized plans for each individual user.

13. Glofox (Acquired by ABC Fitness Solutions)

  • Location: Dublin, Ireland
  • Founders: Anthony Kelly, Conor O’Loughlin, Finn Hegarty
  • Founded In: 2014
  • Funding: Series A, $22.8 Million
  • Investors Include: Octopus Ventures, Notion Capital

Instead of creating a product designed for the masses, GloFox has taken a different approach and built management software for fitness businesses. Entrepreneurs with one or multiple locations can use GloFox to manage their finances, staff, customers, and inventory all in one place. Users will have access to sales and marketing tools, BI and reporting features, member apps, customizable platforms, and a suite of tools for business efficiency.

14. OneFit (Acquired by Urban Sports Club)

  • Location: Amsterdam, The Netherlands
  • Founders: Camille Richardson, Serge Brabander
  • Founded In: 2013
  • Funding: Series A, $5.1 Million
  • Investors Include: Inkef, Peak

OneFit is an app that gives users access to over 1,000 fitness locations in the Netherlands. Users can choose any workout they want to complete for that day, including yoga, HIIT, BootCamp, and even stand-up paddling. Members can pause or even stop their membership at any time so that there are flexible options for everyone. Once a member downloads the app, they can browse through the multiple locations and book a class immediately. Online workouts are able to stream directly through the app, giving users the ultimate convenience of working out.

15. Peloton

  • Location: New York, New York
  • Founders: Graham Stanton, Hisao Kushi, John Foley, Tom Cortese, Yony Feng
  • Founded In: 2012
  • Funding: $1.9 Billion
  • Investors Include: NBC Universal, Wellington Management

Well-known in the workout industry, the Peloton brand has been expanding rapidly. They started with high-quality indoor cycling bikes that came with a large touchscreen display. The display allowed users to take live and on-demand classes from the comfort of their own homes. Recently, Peloton has added treadmills, rowing machines, and even yoga mats to its product offerings. Their At-Home app gives users the ability to take live and on-demand classes even if they don’t have Peloton equipment. With the large number of investors and funding the company has received, you don’t have to worry about the software becoming outdated or stopping completely.

16. Tonal

  • Location: San Francisco, California
  • Founders: Aly Orady, Nate Bosshard
  • Founded In: 2015
  • Funding: Venture, $580 Million
  • Investors Include: Cobalt Capital, Mike Tyson

A big competitor to the Peloton brand, Tonal has also become a popular choice for at-home workout equipment. The machine itself is a sleek, wall-mounted device that uses magnetic resistance to give users a full-body workout. It comes with a 22-inch touch screen display that gives users the ability to take on-demand and live classes. The Tonal app has over 500 workouts available and new content is added every week. Users also have the ability to track their progress, set goals, and see their workout history all in one place.

17. GOQii

  • Location: Silicon Valley (Menlo Park, California)
  • Founders: Abhishek Sharma, Champ Alreja, Sachin Janghel, Vishal Gondal
  • Founded In: 2014
  • Funding: Series C, $130.8 Million
  • Investors Include: Animoca Brands, Galaxy Digital

GOQii is a unique brand in the fitness industry in that they’ve developed a range of different products all meant to track fitness and health data. Their flagship product is the GOQii Smartband, which tracks steps taken, calories burned, distance covered, and active minutes. The smartband syncs with the GOQii app so that users can get real-time feedback on their progress and goals. In addition to the smartband, GOQii also sells a Smart scale, a Smart treadmill, and multiple styles of smartwatches users can wear. With such a wide range of products, GOQii is able to appeal to a large number of people looking to improve their health and fitness.

18. FitOn

  • Location: Los Angeles, California
  • Founders: Lindsay Cook, Russell Cook
  • Founded In: 2019
  • Funding: Series B, $70 Million
  • Investors Include: Maverick Ventures, UTA Ventures

FitOn claims to be the No. 1 free fitness app on the market, and it’s easy to see why. They have an abundant number of health classes users can take by downloading the app directly to their mobile devices. They have more than just exercises, as members can get meditation training to reduce stress. There is no equipment required, and the app hosts some of the most well-known fitness celebrities. The company has been able to grow exponentially due to the low-cost barrier to entry. With millions of downloads, it’ll be exciting to see how FitOn continues to scale.

19. Supernatural

  • Location: Los Angeles, California
  • Founders: Aaron Koblin, Chris Milk, Suzy Batiz
  • Founded In: 2018
  • Funding: N/A
  • Investors Include: N/A

The time has finally come for virtual reality to enter the fitness space, and Supernatural is leading the way. They have developed a VR fitness platform that gives users access to multiple workout regimens that are all entertaining and immersive. The workouts are set in beautiful locations like Yosemite National Park and the Swiss Alps. In addition to the great scenery, users also get real-time feedback on their performance and form so that they can improve over time. The app works just like a game so that users will have fun challenging themselves to beat their scores while getting a good workout in the process.

20. Obé Fitness

  • Location: Brooklyn, New York
  • Founders: Ashley Mills, Mark Mullett
  • Founded In: 2018
  • Funding: N/A
  • Investors Include: Bossanova Investimentos, Wheelhouse 360 Partners

A women’s health brand, Obe Fitness is an app that can be downloaded on any mobile device. What makes this app fun is the 20 different daily life sessions users can enjoy. There is also a library of over 8,000 in-demand classes that include 15 different class types. This app helps users of any fitness level to find a workout that is perfect for them. In addition, the app has a community aspect that allows users to connect with other like-minded women who are working on their fitness journey.

21. Hydrow

  • Location: Boston, Massachusetts
  • Founders: Bruce Smith
  • Founded In: 2017
  • Funding: Venture, $367.2 Million
  • Investors Include: Sandbridge Capital, Activant Capital

Rowing may not be as big as some of the other exercises on this list, but the complete range of muscles you build is impressive. Hydrow has created a rowing machine that gives users the feeling of being on the water without having to leave their homes. The machine comes with an HD screen that lets users have access to over 4,000 workouts that are both live and in-demand. Not only do you get rowing, but you’ll also get access to yoga, pilates, strength training, and more. The workouts are promised to work 86% of the major muscle groups for a full-body experience.

22. Levels

  • Location: New York, New York
  • Founders: Andrew Conner, Casey Means, David Flinner, Josh Clemente, Sam Corcos
  • Founded In: 2019
  • Funding: Series A, $57 Million
  • Investors Include: Generation Ventures, Andreessen Horowitz

Most companies on this list are meant to focus on the exercises themselves but with Levels, you get a full look into the metabolic side of your health. The company develops biowearables that can track your glucose levels so you can better monitor your health. The data that is collected is then sent to the app, where you can get detailed insights into your metabolism. In addition, the app will give you customized recommendations on how to improve your metabolism and optimize your health. All members will receive one month of glucose monitors and can use the mobile app to learn more about their biometric data.

23. Exer

  • Location: Denver, Colorado
  • Founders: Clint Gehde, Sean Cook, Zaw Thet
  • Founded In: 2019
  • Funding: Seed, $11 Million
  • Investors Include: AME Cloud Ventures, Range Ventures

Exer is a unique fitness app that uses AI technology that runs on any device with a camera to track your movements to assess your physical health. There is no extra hardware you need to buy, just download the app, and you’re good to go. In addition, the app will give you insights into your form so you can improve your technique and avoid injury. The app is impressive with its tracking metrics that include gait analysis, joint mobility, ROM, and HEPs.

24. Vi

  • Location: New York, New York
  • Founders: Omri Yoffe, Zvika Orron
  • Founded In: 2011
  • Funding: Series A, $38.7 Million
  • Investors Include: Square Peg Capital, Wellborn Ventures 

Vi is a digital health company leveraging artificial intelligence to provide innovative enterprise software. Through their cloud-based SaaS product, health organizations can increase acquisition, personalize their customer experience, and improve retention. Using generative AI, Vi’s product helps to lower costs and increase efficiencies; providing an end-to-end solution for enterprises in the health sector. 

25. Cult.fit

  • Location: Bangalore, India
  • Founders: Ankit Nagori, Mukesh Bansal
  • Founded In: 2016
  • Funding: Series F, $624.6 Million
  • Investors Include: South Park Commons, Accel

Cult.fit is a comprehensive solution for the person who needs variety to stick with their workout plan. Users are able to get access to in-person gyms that are on the same network, as well as group classes and in-home workouts. The app is also able to track the calories you burn, and members get access to trainer-led classes that can show you proper form and technique. There is other equipment the company offers as well like workout gear and devices that can track your glycemic levels.

26. Future

  • Location: San Francisco, California
  • Founders: Justin Santamaria, Rishi Mandal
  • Founded In: 2017
  • Funding: Series C, $110.5 Million
  • Investors Include: Fitt Insider, Trustbridge Partners

Future is a great way for modern workout enthusiasts to get exactly what they want when they want it. The platform connects people who need to work out with professional trainers to provide one-on-one sessions. It’s a membership-driven platform, so users will pay per month for their training, and they get their own choice of who their personal trainer ends up being.

27. Upspace (Formerly Upswing Fitness)

  • Location: Boston, Massachusetts
  • Founders: Chris Putsch, Patrick Ziegler
  • Founded In: 2020
  • Funding: $600,000
  • Investors Include: N/A

Upspace was created as a way for all people involved in the fitness industry to become connected. It’s a mix of a fitness app and a social media channel. Users and their friends can use the app, become connected, and find trainers to lead their exercises. Trainers can also manage all their clients in one place and their customers can share the workouts easily with others who might be interested. Using the app, users are able to communicate with their friends, support and motivate each other, and meet new people who are into similar workouts.

28. Everfit

  • Location: San Francisco, California
  • Founders: Jonathan Wang, Long Nguyen
  • Founded In: 2019
  • Funding: Pre-Seed, $900,000
  • Investors Include: N/A

Another company that is dedicated to helping personal trainer businesses is Everfit. The company gives all the tools that coaches and trainers will need, like custom training programs, habit coaching, nutrition goals, real-time messages, and progress tracking. All these tools give trainers the ability to better engage with their clients and help them reach their fitness goals. The company has a few different membership options for trainers that give them access to the software, support, and community.

29. Zwift

  • Location: Long Beach, California
  • Founders: Alarik Myrin, Eric Min, Jon Mayfield, Meir Machlin, Scott Barger
  • Founded In: 2014
  • Funding: Series C, $619.5 Million
  • Investors Include: Hiro Capital, Permira

Zwift takes the monotonous act of cycling indoors and turns it into a game that anyone will enjoy. Once you get the equipment required, you can ride along in virtual worlds along with real people in a global community to support and reach your goals together. The app looks just like a video game, with you as a player racing against others to compete in race simulations. The app allows you to train in your own way and builds on a community of fellow cyclers to make the experience more fun.

Final Thoughts

Health and fitness startups are paving the way for innovation in both the physical and mental health sectors. From game-changing fitness tech companies to behavioral health trackers, these startups are reimagining the way consumers meet their fitness goals.

While these are the health and fitness startups of the moment, keep checking back to be introduced to more physical and mental health companies making waves in the fitness world. 


What are fitness startups?

Fitness startups are companies that focus on helping people stay fit and healthy. This can be through providing access to gyms and classes, tracking calories burned, or connecting people with personal trainers. Many of these startups use technology to help make the process easier and more enjoyable for their users.

Is the fitness industry booming?

The fitness industry is booming because people are more aware of the importance of staying healthy and fit. There are many options now for getting in shape, from gym memberships to online programs, and people are willing to invest in their health. This has led to a number of great startups in the fitness industry.

How do you start a fitness startup?

To create a startup in the fitness industry, you will need to first familiarize yourself with the products being developed and understand where they might be an audience that is not being served. Once you have an idea, create a plan for success, build a solid team, legally set up your startup, and obtain funding. Finally, establish the brand through marketing and scale your startup when you have traction.

What are some helpful resources for fitness startups?

There are a number of resources that fitness startups can use to help them get started. These include online communities, startup accelerators, VC firms, and mentorship programs. Additionally, it’s important to create a strong network of advisors and industry experts who can help guide you along the way.

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