The fitness technology industry in the US centers around innovations that enhance health and well-being. Companies range from wearable tech manufacturers like Fitbit to platforms offering virtual workouts and fitness coaching. This vibrant sector is rapidly evolving, driven by consumer demand for personalized fitness solutions anding health data. With emerging technologies like AI and machine learning, the future points towards more integrated experiences—where fitness apps can adapt in real-time to users' needs. As wellness continues to gain traction, investments are increasingly flowing into startups transforming traditional fitness paradigms.


The landscape of fitness technology investors is dynamic, featuring a mix of venture capital firms and others in various stages. In 2024, investors based primarily in California, with notable firms situated in states like New Hampshire and Vermont, made significant contributions to the industry. Sizes of these firms vary, with some managing small teams and others boasting large workforces. Investors founded between 1972 and 2023 engaged in 253 deals in 2024 alone, spotlighting their interest in shaping the future of fitness technology.


Top 13 Fitness Technology Investors in the US


1. Y Combinator

  • Website: ycombinator.com
  • Type: Venture Capital
  • Headquarters: San Francisco, California, United States (USA)
  • Founded year: 2005
  • Headcount: 51-200
  • Number of deals in 2024: 802
  • LinkedIn: y-combinator

Y Combinator is a prominent startup accelerator and venture capital firm based in San Francisco, California, founded in 2005. It provides funding and mentorship to early-stage technology companies through a structured program that helps entrepreneurs launch and grow their businesses. Y Combinator has successfully launched over 4,000 startups, making it a key player in the technology startup ecosystem. Among its notable investments in the fitness technology sector are Fitbit, which raised $2 million in Series A funding in 2008, and Tempo, which has received multiple rounds of funding, including a Series A of $17 million in 2019 and a Seed round of $1.8 million in 2015. Additionally, Y Combinator's involvement in FightCamp, a connected fitness manufacturer, highlights its commitment to supporting innovative fitness technology solutions. These transactions demonstrate Y Combinator's active role in fostering growth within the fitness technology industry.


2. Sosv

  • Website: sosv.com
  • Type: Venture Capital
  • Headquarters: United States (USA)
  • Founded year: 1995
  • Headcount: 51-200
  • Number of deals in 2024: 170
  • LinkedIn: sosv

SOSV is a venture capital firm founded in 1995, based in the United States, that specializes in funding and supporting deep tech startups through its development programs. The firm provides venture capital investment and resources to help startups grow and succeed, particularly in sectors like health and climate technology. Notably, SOSV has invested in Motiv, a company that has raised multiple rounds of funding (including a Series A of $8.66 million in 2015) and focuses on fitness tracking technology. Additionally, they have invested in Neurocess, which raised $3.4 million in a seed round in 2021, indicating their interest in health-related technologies. These transactions highlight SOSV's active role in the fitness technology space, making them a significant player in this sector.


3. 500 Global

  • Website: 500.co
  • Type: Venture Capital
  • Headquarters: San Francisco, California, United States (USA)
  • Founded year: 2010
  • Headcount: 201-500
  • Number of deals in 2024: 98
  • LinkedIn: 500-startups

500 Global is a venture capital firm and startup accelerator based in San Francisco, California, founded in 2010. The firm specializes in investing in early-stage technology companies, providing funding, mentorship, and resources to help founders scale their businesses. Notably, 500 Global has made several investments in the fitness technology sector, including FightCamp, which raised $8 million in a Series A round in 2020, and Hykso, which secured funding in a venture round in 2021. Additionally, they invested in Fitocracy, which raised $1.2 million in a seed round in 2012, and GymNadz, which also received seed funding in 2018. These transactions highlight 500 Global's active role in supporting innovative fitness technology startups, reinforcing their relevance in this industry.


4. Deep Tech Fund (an Alumni Ventures Fund)

  • Website: av.vc
  • Type: Venture Capital
  • Headquarters: Manchester, New Hampshire, United States (USA)
  • Founded year: 2023
  • Headcount: 51-200
  • Number of deals in 2024: 258
  • LinkedIn: deep-tech-fund-av-focused-fund

Deep Tech Fund (an Alumni Ventures Fund) is a venture capital firm based in Manchester, New Hampshire, founded in 2023. The firm provides accredited investors and institutions with access to professionally-managed, diversified venture portfolios, leveraging a network of over 10,000 investors to connect them with high-quality investment opportunities in the startup ecosystem. Notably, the fund has made significant investments in the fitness technology sector, including Oura, which raised $28 million in Series B funding for its innovative health tracking ring, and Hydrow, which raised funds in both Series A and Series C rounds for its connected rowing machine. Additionally, the fund participated in the seed funding round for Train Fitness, which focuses on an automatic workout-tracking app for strength training, further emphasizing its commitment to the fitness technology space.


5. Plug and Play Tech Center


Plug and Play Tech Center is an innovation hub and venture capital firm based in Sunnyvale, California, founded in 2006. They connect startups with corporations to foster growth and innovation, offering various programs including accelerator initiatives and investment opportunities. With a focus on the technology sector, they have made significant investments in health and fitness-related startups. For instance, they invested in Fit Pay, a startup that enables wearable devices to facilitate contactless payments, and Wellx, which focuses on health and wellness through InsurTech solutions. Other relevant investments include Fjuul, Glassy Pro, and Bodiometer, all of which contribute to the fitness technology landscape. Their model emphasizes partnerships and resources to enhance business development, making them a valuable investor in the fitness technology industry.


6. StartUp Health

  • Website: startuphealth.com
  • Type: Venture Capital
  • Headquarters: New York, New York, United States (USA)
  • Founded year: 2011
  • Headcount: 11-50
  • LinkedIn: startuphealth

StartUp Health is a not-for-profit organization based in New York, New York, founded in 2011, that focuses on health innovation. They support health entrepreneurs and startups through their Health Moonshot Communities, providing essential resources, networking opportunities, and media content aimed at addressing significant health challenges. Their offerings include newsletters, podcasts, and a journal that highlight advancements in health technology and innovation. Notably, StartUp Health has invested in several companies relevant to fitness technology, including Myontec, which specializes in wearable technology for muscle activity monitoring, and FitTrace, which focuses on fitness tracking solutions. Additionally, they have supported hav., a startup that raised $400,000 in a seed round, indicating their commitment to fostering innovation in the health and fitness sectors.


7. Hax

  • Website: hax.co
  • Type: Venture Capital
  • Headquarters: San Francisco, California, United States (USA)
  • Founded year: 2012
  • Headcount: 11-50
  • Number of deals in 2024: 55
  • LinkedIn: hax

HAX is a venture capital firm and startup incubator based in San Francisco, California, founded in 2012. They specialize in supporting hard tech startups by providing funding, engineering support, and access to manufacturing resources. HAX aims to accelerate the growth of early-stage companies by fostering a collaborative environment and leveraging extensive networks. Among their notable transactions, they have invested in VITALI Wear, a company that focuses on wearable technology for health and fitness, as well as Neurocess, which may have applications in health monitoring. Their investment in Notch, which also has potential relevance to health and fitness technology, further demonstrates their engagement in this sector.


8. Gaingels

  • Website: gaingels.com
  • Type: Venture Capital
  • Headquarters: Burlington, Vermont, United States (USA)
  • Founded year: 2015
  • Headcount: 11-50
  • Number of deals in 2024: 60
  • LinkedIn: gaingels

Gaingels is a venture capital firm founded in 2015, based in Burlington, Vermont, dedicated to investing in companies with diverse leadership. The firm provides capital and support to startups, particularly those led by underrepresented groups, to foster diversity and inclusion in the innovation economy. Gaingels has been involved in several notable transactions in the fitness technology space, including a $30 million Series A funding round for Ergatta, a company that combines fitness with technology through its innovative rowing machine and interactive platform. They also participated in the funding of Strive, a sports tech company that raised $6 million in a Series A round. Additionally, Gaingels has invested in other fitness-related startups like Caliber Fitness and Breathwrk, further demonstrating their engagement in the fitness technology sector.


9. Goodwater Capital

  • Website: goodwatercap.com
  • Type: Venture Capital
  • Headquarters: Burlingame, California, United States (USA)
  • Founded year: 2014
  • Headcount: 51-200
  • Number of deals in 2024: 41
  • LinkedIn: goodwater-capital

Goodwater Capital is a venture capital firm based in Burlingame, California, founded in 2014. The firm specializes in consumer technology and supports seed-stage entrepreneurs by providing investment, resources, and a community to help them grow. Goodwater Capital has a diverse investment portfolio that includes various sectors such as healthcare and financial services, with a particular focus on improving access to technology solutions for underserved communities. Notably, they have made several investments in the fitness technology sector, including Fit!, which raised $120,000 in a Pre-Seed round, and Fitnescity, which also secured funding in a Pre-Seed round. Additionally, they invested in Welltory, a health and wellness app, and Rise Science, which focuses on sleep optimization, showcasing their commitment to enhancing health and fitness through technology. Their involvement in these transactions highlights their active role in the fitness technology industry.


10. Khosla Ventures

  • Website: khoslaventures.com
  • Type: Venture Capital
  • Headquarters: Menlo Park, California, United States (USA)
  • Founded year: 2004
  • Headcount: 51-200
  • Number of deals in 2024: 97
  • LinkedIn: khosla-ventures

Khosla Ventures is a venture capital firm founded in 2004, based in Menlo Park, California. The firm specializes in providing funding and strategic assistance to startups, particularly in technology, healthcare, and sustainability sectors. Khosla Ventures has been actively involved in the fitness technology industry, notably through its investments in HealthifyMe, an AI-driven health and fitness platform that has raised significant funding in recent years, including $75 million in Series C and $20 million in Series D funding rounds. Additionally, Khosla Ventures invested in Tempo, a fitness technology company that raised $17 million in Series A funding. These transactions highlight Khosla Ventures' commitment to supporting innovative solutions in the fitness technology space, making them a relevant player in this sector.


11. New Enterprise Associates (NEA)

  • Website: nea.com
  • Type: Venture Capital
  • Headquarters: Menlo Park, California, United States (USA)
  • Founded year: 1977
  • Headcount: 51-200
  • Number of deals in 2024: 57
  • LinkedIn: new-enterprise-associates

New Enterprise Associates (NEA) is a prominent venture capital firm founded in 1977, based in Menlo Park, California. NEA specializes in investment management and advisory services for startups, particularly in the technology and healthcare sectors. The firm partners with entrepreneurs to provide funding and strategic guidance, helping them navigate the challenges of building successful businesses. NEA operates through a collaborative approach, emphasizing long-term relationships with founders. Notably, NEA has made significant investments in the fitness technology sector, including a Series A investment in GOQii, a health and fitness platform, and a Series B investment in FightCamp, a connected fitness manufacturer that offers at-home boxing gyms. These transactions highlight NEA's active role in supporting innovative fitness technology solutions.


12. Intel Capital

  • Website: intelcapital.com
  • Type: Venture Capital
  • Headquarters: Santa Clara, California, United States (USA)
  • Founded year: 1991
  • Headcount: 11-50
  • Number of deals in 2024: 23
  • LinkedIn: intelcapital

Intel Capital is a venture capital firm based in Santa Clara, California, founded in 1991. The firm specializes in investing in early-stage technology companies, with a focus on areas such as AI, cloud computing, and semiconductor technologies. In addition to providing funding, Intel Capital offers strategic support and access to Intel's extensive resources to help startups scale and innovate. Notably, Intel Capital has made significant investments in the fitness technology sector, including a $9 million Series A funding round for Kinduct Technologies, which specializes in athlete performance data management. They also invested in tech.fit, a company that aligns with fitness technology. These transactions highlight Intel Capital's engagement in the fitness technology landscape, alongside their broader technology investment strategy.


13. General Catalyst


General Catalyst is a venture capital firm founded in 2000, based in San Francisco, California. The firm specializes in early-stage and growth investments, providing capital and strategic guidance to startups across various industries, including technology and healthcare. Notably, General Catalyst has invested in several companies within the fitness technology sector, such as Tempo, which raised $220 million in a Series C round, and ClassPass, which raised $70 million in a Series C round. Additionally, they have supported Lose It!, a weight loss application, through multiple funding rounds. These investments highlight General Catalyst's commitment to fostering innovation in the fitness technology space, making them a significant player in this industry.



Fitness Technology Insights: Key Investors in the US


InvestorHeadquarterSizeFoundedDeals 2024
Y CombinatorSan Francisco, California, United States (USA)51-2002005802
SosvUnited States (USA)51-2001995170
500 GlobalSan Francisco, California, United States (USA)201-500201098
Deep Tech Fund (an Alumni Ventures Fund)Manchester, New Hampshire, United States (USA)51-2002023258
Plug and Play Tech CenterSunnyvale, California, United States (USA)501-10002006253
StartUp HealthNew York, New York, United States (USA)11-5020110
HaxSan Francisco, California, United States (USA)11-50201255
GaingelsBurlington, Vermont, United States (USA)11-50201560
Goodwater CapitalBurlingame, California, United States (USA)51-200201441
Khosla VenturesMenlo Park, California, United States (USA)51-200200497
New Enterprise Associates (NEA)Menlo Park, California, United States (USA)51-200197757
Intel CapitalSanta Clara, California, United States (USA)11-50199123
General CatalystSan Francisco, California, United States (USA)51-2002000144


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