The business of sports tech, in brief.
Called Pirl, the platform already has impressive early traction, including partnerships with studio operators like Pvolve, SoulCycle and Strong Pilates
FitGrid founder and CEO Ntiedo Etuk is building a Neutral Intelligence Network that helps studios and franchise operators turn industry-wide insights into smarter business decisions
Designed to be the only fitness app people need, Joel and Megan Freeman's OptimalFit features an AI agent and photo-powered nutrition and workout guidance
MAGIC AI, the business behind the MAGIC AI Mirror, has closed an £8 million Series B round to scale in the United States and capitalise on the surging AI fitness market. The round is believed to be the largest funding round for an AI fitness company this year, and arrives as MAGIC AI is named
As young singles grow tired of endless swiping, startups are betting that shared workouts and real-world connection can offer a better way to sustain long-term relationships
How connected systems can help fitness operators improve efficiency, scale and prepare for AI
Vytal Ventures, an athlete-backed, founder-led venture studio for health, fitness and wellbeing, has announced its first cohort. Four founder-led businesses – PHYT, Precision Coaching, vessa and Open Wellness – are joining the studio. PHYT is an AI-powered body composition platform that turns a…
The tech-powered basketball training company plans to accelerate growth across franchised locations, gym partnerships and athlete-development technology
No longer just a software brand, Arketa is opening an NYC studio as part of a play to better understand how it can help its customers
The fitness software giant is extending its AI strategy beyond sales and member service, adding artificial intelligence tools designed to help personal trainers scale operations
A Facebook Marketplace challenger, Commonplace handles delivery, payments and warranties on bulky secondhand gear. Some of its most interesting users aren't households clearing out a garage — they're gyms and studios
The Dubai-based company, which already works with U.S. operators including Crunch Fitness and UFC Gym, has big plans for the American gym market
A year after launch, Gabby George's self-funded app counts 26,000 members across 91 countries, with plans for more
Described by its founder as a “SoulCycle or Barry’s for basketball,” Crosscourt is designed to make it easier to play pick-up hoops and build community in the process. The executive chair of Barry’s itself is an investor in the concept.
Playlist is betting that smarter outreach, real-time booking support and personalized engagement can turn unused class inventory into incremental revenue.
Closing one loop this quarter could be the best way to raise lifetime value and lower customer acquisition costs.
Wearables and data-driven health brands are pulling big checks. Look closer, though, and one corner of fitness is still showing promise
Coaches aren’t just for mapping out fitness regimes or nutritional plans. An AI instructor advises fitness operators how to better run their businesses
Venture investors seem to be more upbeat than they have been in years about the future of fitness and wellness. Startup investment in those categories totaled more than $3.6 billion in the first half of this year, putting 2026 on pace to come in about a third higher than 2025.
The new app creates adaptive training plans for users while offering fitness operators a white-label tool designed to boost member engagement
