# FITAR

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/fitar

- Industry: Travel & Leisure
- Headquarters: London, UK
- Website: http://www.fitxr.com
- Total disclosed funding: $18M
- Latest round: Series A (Jan 27, 2022)
- Investors on record: 4

## About

FITAR Limited develops innovative virtual reality fitness solutions, offering immersive workout experiences that combine technology with engaging formats to enhance users' health and wellness.Founded in 2016 and headquartered in London, UK, FITAR Limited focuses on delivering virtual reality fitness solutions. The company recently secured GBP 8.54 mn in Series A funding on January 27, 2022, led by Hiro Capital with participation from Maveron and others. The funding round values the company at GBP 89.69 mn. The founders, Sam Cole and Sameer Baroova, have aimed to revolutionize how fitness is approached through immersive technology and interactive classes.FitXR specializes in virtual reality fitness solutions that transform traditional workout experiences through immersive technology. The company's core offerings include a variety of high-energy classes such as boxing, high-intensity interval training (HIIT), sculpting, dance workouts, and combat training inspired by martial arts disciplines like Karate, Muay Thai, and Brazilian Jiu-Jitsu. Each workout is designed to be engaging and fun, aiming to enhance users' agility, endurance, and overall fitness while ensuring low-impact options are available for users seeking to minimize strain. The platform features over 1,000 on-demand classes led by industry-recognized trainers and is accessible to a global user base, with a strong presence in markets including North America, Europe, and parts of Asia. FitXR targets fitness enthusiasts of all ages, including families and individuals, by promoting community engagement through social features and multiplayer options on its app.In the most recent financial year 2024, FITAR Limited generated a revenue of GBP 8,686,985 with an EBITDA of GBP -7,997,303. The company primarily utilizes a subscription-based model for its services, allowing users access to its extensive library of on-demand workout classes and experiences. Customers can select from monthly or annual plans, creating a direct-to-consumer relationship that supports ongoing engagement with its fitness community.FITAR Limited plans to utilize its Series A funding of GBP 8.54 mn from January 2022 to enhance its product offerings and expand its market reach. The company is focusing on launching new features within the next 12 months to improve user engagement. Additionally, it aims to tap into emerging markets across Asia and Europe by the end of 2023, aligning with its growth strategy to reach a broader audience in the virtual fitness sector.

## Funding rounds

- Series A, Jan 27, 2022, $11M — Maveron, Hiro Capital
- Series A, Jul 6, 2020, $6.2M — Maveron, TenOneTen Ventures, Boost VC, Hiro Capital
- Seed, Oct 19, 2018, $0.3M — Maveron, TenOneTen Ventures, Boost VC

## Investors

- Maveron (https://capitalatlas.ai/funds/maveron) — Seed, Series A
- TenOneTen Ventures (https://capitalatlas.ai/funds/tenoneten-ventures) — Seed, Series A
- Boost VC (https://capitalatlas.ai/funds/boost-vc) — Seed, Series A
- Hiro Capital (https://capitalatlas.ai/funds/hiro-capital) — Series A