FitLab VC
ActiveVenture Capital
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Leadership Team
Key people at FitLab VC.
Key people at FitLab VC.
Key people at FitLab VC.
# FitLab VC: Building the Integrated Fitness Ecosystem
FitLab operates as a venture studio and investment fund focused on human performance, taking an active operational approach to building and acquiring fitness brands rather than pursuing a traditional passive venture capital model[2]. Founded in 2016, the Newport Beach-based firm has evolved from a sports and fitness-focused venture firm into a multi-brand platform company that integrates every channel of the fitness ecosystem—from boutique studios and home workouts to equipment manufacturing and digital apps[1][2].
The firm's core mission centers on solving what it identifies as the "siloed nature" of the fitness industry by creating a fully integrated platform that delivers immersive fitness experiences across all training modalities[2]. Rather than betting exclusively on either in-person gyms or at-home workouts, FitLab has positioned itself at the intersection of both trends, recognizing that the future of fitness lies in hybrid connectivity. This philosophy has guided its acquisition strategy and partnership approach, enabling the company to serve fitness enthusiasts across multiple touchpoints—whether they prefer studio classes, home training, equipment-based workouts, or digital coaching[1].
FitLab's founding in 2016 reflected an early recognition that the fitness industry was fragmented and ripe for consolidation. The firm began as a venture entity focused on sports and fitness, but quickly evolved into an operational venture studio that didn't just invest in fitness brands—it actively built and acquired them[1].
The company's portfolio strategy became distinctive through high-profile partnerships with iconic athletes and entrepreneurs. FitLab acquired McGregor FAST, the training platform associated with UFC fighter Conor McGregor, and XPT, the extreme performance training brand founded by legendary big-wave surfer Laird Hamilton[1]. These weren't passive investments; they represented strategic acquisitions that brought credibility, athlete networks, and proven training methodologies into a unified ecosystem.
Beyond athlete-backed brands, FitLab expanded aggressively through acquisitions of complementary fitness assets. The company acquired Fitplan (a fitness app), Electric (sports apparel), Ragnar (running events organizer), and Assault Fitness (a fitness equipment manufacturer)[1][3]. This acquisition spree reflected a deliberate strategy to own multiple layers of the fitness value chain, from content and community to hardware and retail.
Unlike traditional venture capital firms that maintain portfolio distance, FitLab functions as an active venture studio. The firm partners with proven entrepreneurs and athletes across investment stages—from incubation through seed to growth—and takes direct operational involvement in scaling these brands[2]. This hands-on approach allows FitLab to integrate acquisitions more effectively than passive investors could.
FitLab's most distinctive competitive advantage is its end-to-end platform integration. By owning fitness equipment manufacturers (Assault Fitness), boutique studio brands (Ragnar, Electric), digital content platforms (Fitplan), and athlete-backed training methodologies (XPT, McGregor FAST), the company has created a rare vertically integrated fitness ecosystem[2][3]. This integration enables seamless data flow, unified member experiences, and cross-selling opportunities that fragmented competitors cannot match.
The company's "connected fitness studios" concept represents a deliberate response to post-pandemic fitness trends. Rather than choosing between in-person and at-home, FitLab designed studios that blend both modalities, allowing members to train in-studio or stream classes remotely[1]. This hybrid approach positioned the company ahead of competitors like Peloton, which struggled with the transition back to normalcy after pandemic-driven at-home fitness booms.
FitLab's investor base and brand partnerships include prominent figures like Snoop Dogg (Snoop Ventures), UFC management executive Audie Attar, and M13 co-founder Courtney Reum[1]. This network provides both capital and credibility, enabling the firm to attract top-tier athletes and entrepreneurs to its portfolio.
FitLab operates at the intersection of several powerful macro trends reshaping the fitness industry. The post-pandemic fitness market has bifurcated—traditional gyms have struggled with closures, while at-home fitness companies initially boomed before facing saturation and retention challenges[1]. FitLab's integrated approach directly addresses this market fragmentation by refusing to choose sides.
The company is also riding the wellness technology wave, where fitness is increasingly viewed as a data-driven, personalized experience rather than a commodity service. By owning both hardware (equipment) and software (apps, streaming), FitLab can capture and leverage member data across touchpoints, creating network effects that pure-play studios or equipment manufacturers cannot achieve[2].
Additionally, FitLab's strategy reflects broader consolidation trends in wellness. The fitness industry has historically been highly fragmented, with thousands of independent gyms and boutique studios operating in silos. FitLab's acquisition-heavy approach mirrors successful consolidation plays in other industries, where platform companies acquire niche brands and integrate them into unified ecosystems. This positions FitLab as a potential industry consolidator during a period when many independent fitness brands face capital constraints.
The company's financing trajectory underscores investor confidence in this thesis. After raising $15 million in Series A funding, FitLab secured a $65 million strategic financing facility from Atlas Credit Partners in March 2024, with approximately $35 million funded at closing and $30 million in remaining availability[3]. This capital enabled the acquisition of a cutting-edge fitness equipment manufacturer, further cementing the company's vertical integration strategy.
FitLab represents a sophisticated bet on platform consolidation in fitness. While many fitness companies have failed by choosing between in-person and digital, FitLab's integrated model acknowledges that the future consumer wants optionality—the ability to train however, whenever, and wherever they prefer.
The company's original ambition to build 250 connected fitness studios by the end of 2024 and 500 by 2025 reflects aggressive expansion plans[1]. Whether FitLab achieves these targets will determine whether its venture studio model can scale effectively. The key challenge ahead involves integrating disparate brand cultures and technologies while maintaining the premium positioning that justifies premium pricing across its portfolio.
Looking forward, FitLab's influence will likely extend beyond its own studios. As the company demonstrates the viability of integrated fitness platforms, it may inspire industry-wide consolidation or force competitors to develop similar omnichannel capabilities. The firm's success or failure will serve as a bellwether for whether the fitness industry can move beyond its historical fragmentation toward platform-based models that capture more of the consumer's fitness journey.
| Date | Company | Round | Lead Investor(s) | Co-Investor(s) |
|---|---|---|---|---|
| Sep 1, 2022 | Momentous | $7.0M Series A | — | Dyrdek Machine |
| Nov 1, 2021 | Sounding Board, Inc | $30.0M Series B | — | 1776, Acrew Capital, Canaan Partners, Cava Capital, cofounder, Fifth Wall, Greycroft, Jazz Venture Partners, Moonshots Capital, Scribble Ventures, SoftBank Investment Advisers, Trinity Ventures, Carrie Schwab-Pomerantz, Howard Schultz, Jeffrey Wilke, Kathleen Hale, Kevin Weil, Russell Cook |
| Nov 1, 2019 | Momentous | $5.0M Series A | — | Dyrdek Machine |
| Dec 1, 2018 | Freeletics | $16.0M Series A | — | Cava Capital, Jazz Venture Partners |
