FiiT
4 known investors
Fiit is a fitness platform offering on-demand and connected workout classes led by trainers and in-house DJs, using technology to track performance and progression. It serves individuals ranging from beginners to experienced athletes.
Also known as Fiit · FIIT · FIIT LIMITED
Investors · 4
Also in the syndicate · 2
Company profile
researched Aug 2026Fiit operates a subscription digital fitness platform delivering on-demand and scheduled group workout classes to mobile phones, tablets, laptops, desktop browsers and TVs, including iOS, Android, Sky and Samsung TV apps as well as a browser client at web.fiit.tv. The catalogue spans seven disciplines and around 20 modalities — strength, cardio, rebalance, bike, tread, row and airbike — covering HIIT, circuits, combat cardio, bodyweight and resistance training, dumbbell and kettlebell work, HYROX-style sessions, yoga, pilates, barre, mobility, stretching, breathwork and postnatal programming. Classes run 10, 25, 40 and 60 minutes and are supplemented by structured training plans ranging from two weeks to twelve weeks for beginner through advanced levels.
The product is designed around performance tracking: users can pair a proprietary FIIT Tracker or one of 30-plus third-party heart-rate and fitness devices (including Apple Watch, WHOOP, Garmin, Polar and Wahoo) to capture heart rate, calories, repetitions, RPM and speed, earn FIIT Points and compete on live leaderboards. Social features include monthly challenges, user-built Teams, scheduled group workouts and invitations to friends and colleagues. The company positions the service for use at home, on the gym floor and while travelling, describing the model as hybrid fitness. Content is produced in-house at a company studio, with classes led by trainers and in-house DJs and supported by data scientists and engineers.
Founding story
Fiit was founded in 2017 by three friends — Daniel Shellard, Ian McCaig and Sammi Adhami — who met at Google and had previously co-founded the retail data analytics company Qubit in 2010. Shellard, a former senior industry analyst at Google, helped scale Qubit through four funding rounds including a $40m Series C in 2016 before leaving to pursue fitness. The idea emerged from a brainstorm on fitness trends spanning social media influencers, boutique studios, connected equipment and wearables, motivated by the cost of boutique classes, which the founders said could exceed £30 per session. The team took roughly a hundred fitness classes, trialled competing apps and interviewed trainers and prospective customers before building a first prototype through an agency, bootstrapping until the seed round.
Business model
Consumer subscription (B2C). A free tier gives access to scheduled group classes with no card details required, while paid Essential and Unlimited memberships unlock the full on-demand library, training plans, challenges, performance metrics and partner perks. Memberships are sold monthly or annually following a free trial and renew automatically until cancelled. Hardware is sold separately through the FIIT Shop, which offers the FIIT Tracker chest strap.
Recurring subscription fees, with the Unlimited plan listed at $9.99 per month billed annually at $119.99 per year; earlier app-store pricing was quoted at £20 monthly or £120 yearly. Additional revenue comes from sales of the FIIT Tracker device.
Traction
The company reports more than 20 million workouts completed across 175+ markets since launch, over 45,000 App Store reviews, a library of 2,000+ classes and 40+ training plans delivered by 40+ trainers, and more than 60 group classes scheduled daily. The Google Play listing shows 100K+ downloads and a 4.2 rating from about 5.7K reviews.
Latest developments
Current membership tiers include a free group-class plan and paid Essential and Unlimited plans, with Unlimited bundling Men's Health and Women's Health magazine subscriptions, FIIT Perks partner discounts, Spotify, Apple Health and Google Health integrations, and compatibility with 30+ trackers. Content now includes HYROX-oriented sessions and seven disciplines across 20 modalities, with the app distributed on Sky and Samsung TVs alongside mobile and web. The Android app listing was last updated in August 2026.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Fiit describes itself as the UK's number one rated hybrid fitness platform and one of the highest-rated fitness apps on the App Store. At launch, coverage identified adjacent players including MyZone, Peloton and ClassPass (ClassPass Live), with Fiit differentiating by not requiring costly connected equipment. Its Android listing shows a 4.2 rating from about 5.7K reviews and 100K+ downloads.
Positioning spans home, gym-floor and on-the-go use rather than a single setting; classes work with or without equipment and without a proprietary machine purchase. Performance tracking via a chest-worn strap or third-party wearables enables rep counting, live leaderboards and group competition, with group leaderboard classes cited by the company as burning 22% more calories. A permanently free scheduled group-class tier and in-house content production with named trainers and DJs further distinguish the offer.
Technology
A streaming class platform combined with wearable connectivity. The FIIT Tracker and 30-plus compatible third-party devices feed live heart rate, calorie, repetition, RPM and speed data into the app for form checking, progress tracking, FIIT Points scoring and live leaderboards. The app integrates with Spotify, Apple Health and Google Health, supports a Wear OS companion app, and casts to TVs and laptops. Classes are produced in a company-owned studio, and in-house engineers and data scientists build the workout and progression logic.
Go-to-market
Distribution through major mobile and TV app stores (iOS, Android, Sky, Samsung) plus a web player, with a free group-class tier and 14-day free trials as acquisition mechanisms. Marketing leans on named trainer talent and ambassadors, community and challenge features, app-store ratings, and partner bundles such as Men's Health and Women's Health magazine subscriptions and FIIT Perks partner discounts.
Individual consumers across fitness levels, from beginners to experienced athletes, training at home, in gyms or while travelling; postnatal programming targets new mothers, and Teams and group challenge features extend to friend groups and workplace colleagues.
Geography
Headquartered in London, United Kingdom (14 East Bay Lane, London E15 2GW), with the service available in 175+ markets worldwide; billing outside the UK and Ireland has been taken in GBP and converted to local currency.
History
Founded in 2017 with a mission to make the world's best fitness classes accessible and to make exercise a habit. A £2.4m seed round led by Connect Ventures closed in December 2017, funding the first product and an in-house filming studio, and the app launched in 2018 after an early-access sign-up period. An Android and laptop version and additional social features were slated for 2019. The company was featured as TechRound's Startup of the Week in May 2020 during UK gym closures. The platform has since expanded to Sky and Samsung TV apps and a browser client, added a free group-class tier, HYROX and postnatal content, and a partner bundle with Men's Health and Women's Health.
Risks & controversies
User reviews on Google Play cite app shortcomings including inconsistent search filtering and sorting, workout notes that are not saved, and distracting on-screen visuals and music. The Play Store data-safety disclosure states that collected data is not encrypted and that personal, financial and health and fitness data may be collected and partly shared with third parties. The company competes in a crowded consumer fitness app market alongside Peloton, ClassPass and other subscription workout services.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Competitors · 6
by search overlap
Companies competing with FiiT for the same Google search keywords, organic and paid, via search-intersection analysis.
Timeline · 4
launches, deals, and filingsFiit's Unlimited membership includes subscriptions to Men's Health and Women's Health magazines.
UK startup publication TechRound featured Fiit as its Startup of the Week.
After signing up users for early access, Fiit launched its subscription fitness app, delivered via mobile with connection to smart TVs and a chest-worn tracker for performance benchmarking.
Fiit raised a £2.4m seed investment round led by Connect Ventures, with participation from Westminster Capital, Rooks Nest Ventures and JamJar Investments (associated with former Innocent co-founders). Proceeds funded the first product iteration and the in-house studio where Fiit classes are filmed.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 8
primary sources listed
- FiiTfiit.tv · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does FiiT do?
- Fiit is a UK subscription fitness platform streaming connected, tracker-enabled workout classes to phones, TVs and browsers.
- Who are FiiT's investors?
- FiiT's investors include JamJar Investments, Supernode Global.