ROXFIT, a digital training platform for hybrid athletes, has raised £1.9m in seed funding as participation in hybrid competition continues to expand rapidly worldwide.

Founded by entrepreneurs Ben Wilson and Joey Allott, the business has grown from 80,000 users in May 2025 to more than 260,000 across 185 countries – driven largely by organic adoption within the global HYROX community.

The funding round was led by existing investors DSW Ventures and strategic angel investor Peter Markham, with participation from SWIM Capital and continued backing from York Angels.

It follows ROXFIT’s £800,000 pre-seed round, which supported product development and early international growth. ROXFIT operates as a training and race-day performance platform built specifically for hybrid competition.

The app provides AI-powered training tools, pacing guidance, post-race performance analytics and wearable integration, allowing athletes to simulate race conditions, benchmark results and track progression.

Following the launch of Version 2, training functionality now sits firmly at the core of the platform, with deeper analytics and expanded integrations supporting both elite and first-time competitors.