Level Zero Health, a female-founded startup centered on continuous hormone monitoring, has landed $6.9 million in a pre-seed round for its health monitoring wearable that eliminates the need to head to the lab to get blood drawn.

Swiss VC firm Redalpine led the round, which included several other venture capital and private equity firms. 

“Hormones are critical to our health across our whole lifespan,” the startup shared on LinkedIn in a post announcing the funding. “Our objective is clear: enable access to a wealth of data that hormonal patterns give us—from clinical applications to wellness and beyond.”

Level Zero Health has honed in on developing a minimally invasive wearable device worn on the arm that provides data correlated with blood readings through interstitial fluid. The device then offers real-time updates on hormone levels.

Behind Level Zero Health are co-founders Ula Rustamova, a former enterprise tech lead at Palantir and Irene Jia, a bioengineer who worked for Philips in research and development. 

“I have to pinch myself that this is indeed what we are getting closer to every single day – a breakthrough technology that will have a ripple effect on healthcare for years to come,” Rustamova, Level Zero Health’s CEO, posted on LinkedIn. 

She noted that while the funding broke the record for Europe’s largest pre-seed round for a female-founded team, she’s conflicted: “It’s an example of what’s possible, and these stories should be highlighted. But I also hope one day, almost every article doesn’t have to highlight that we are indeed female,” Rustamova wrote.

As of now, continuous monitoring is commonly associated with glucose—a technology Rustamova credited with revolutionizing diabetes care during a presentation at Entrepreneur First’s Summer ’24 Demo Day, where she noted that leading names and experts from Harvard and Mount Sinai have joined the team.

“The company that makes CGMs makes $4 billion revenue and that’s just from glucose,” she pointed out. “And we’re addressing markets much bigger than that, starting with IVF and low testosterone, where clinics know the pain, and they’re lining up to work with us.”

The startup told TechCrunch that it intends to have its wearable patch cleared for prescription use next year for intermittent hormone testing associated with medical use cases such as fertility and low testosterone and hopes to have the device brought to market in 2028 to continuously measure progesterone, estrogen and testosterone.

“Hopefully, this year we want to show some level of correlation [between levels of hormones the wearable patch can detect and levels detected via a blood draw] — that’s the promise I want to deliver with the pre-seed money,” Rustamova told the publication.

“For too long, hormone testing has relied on invasive blood draws that capture just a single moment in time,” Redalpine shared on LinkedIn. “Level Zero Health is changing the game – their wearable will enable real-time, remote hormone monitoring, transforming care for IVF, menopause, testosterone therapy and beyond. With precise engineering and software, and impressive speed to execution, Level Zero Health is the perfect example of deeptech meeting real-world impact. As Philip [Kneis], investor at Redalpine and board member of Level Zero Health, puts it: We did it for blood pressure, and we will do it again for hormones.’”

The startup is now focused on expanding its London operations and is on the hunt for a founder associate, as well as six other roles, including a head of research and development and biosensor research scientist.

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Coral, a women’s digital health startup, has secured $4.1 million (CAD) from a seed funding round for its new virtual care platform centered on women navigating perimenopause and menopause.

Brightspark led the round, which included participation from Diagram, The51 and angel investors.

“Women navigating menopause should live their best years,” Coral co-founder and chairwoman Anna Chif said. “Yet, far too many of us unnecessarily struggle with health issues. We offer effective solutions for women to achieve optimal health by leveraging the latest validated research and best practices.”

Chif is no stranger to the preventative health space, having co-founded Dialogue, a Canadian telemedicine provider that went public in 2021 before being acquired by Sunlife Financial in 2023.

“Women navigating menopause should live their best years. Yet, far too many of us unnecessarily struggle with health issues,” Chif added. “We offer effective solutions for women to achieve optimal health by leveraging the latest validated research and best practices.”

The new platform offers women health assessments such as at-home blood testing, body composition scan analysis, in-depth health questionnaires, personalized care plans supported by medical experts, and integrated support, including access to prescriptions when necessary and lifestyle guidance.

“Coral aims to solve the health impact of menopause symptoms by empowering women with accessible, personalized care,” Coral co-founder and CEO Fiona Lake Waslander said. “It integrates a medical-first approach with lifestyle behavior change support, all delivered through leading-edge technology. Our digitally-powered platform and seamless experience ensures our members feel supported and thrive during their menopause journey and beyond.”

Sophie Forest, partner at Brightspark Ventures, noted that the firm is proud to back the Coral team.

“Women’s digital health has long been underserved, and Coral is set to redefine care, improve millions of lives, and seize a massive opportunity,” Forest added.

Elsewhere in the industry, perimenopause and menopause-related programs have been recently added to Equinox Hotels and Canyon Ranch, signaling a growing trend.

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Epicore Biosystems, known for its sweat-sensing wearables, has secured $26 million in a Series B led by the Steele Foundation for Hope (SFFH). 

The capital will support Epicore’s global ambitions for its personalized hydration and cloud analytics platform and enter new biomarker areas associated with kidney health, women’s health, malnutrition and environmental toxin exposures.

As of now, Epicore offers the Gx Sweat Patch in partnership with PepsiCo and Gatorade, which captures sweat to analyze fluid and electrolyte loss during workouts; the Discovery Patch Sweat Collection System that analyzes sweat to uncover information on hydration, nutrition and stress; and the Connected Hydration wearable and cloud platform geared for industrial workers and their safety.

“Epicore has developed a new class of biochemical sensing wearables that enable the sports, fitness and connected worker sectors to unlock key health and wellness insights,” Epicore CEO and co-founder Dr. Roozbeh Ghaffari said. “Our technology delivers data-driven recommendations to the wearer to help manage these types of challenges. The Series B investment will help expand our global reach and accelerate the validation of new biomarkers needed to shape the future of personalized hydration and wellness strategies for all.”

Notably, Steele Foundation for Hope’s investment in Epicore is as much about improving personal health as it is about supporting those most affected by climate change. Following Epicore’s $10 million Series A in early 2022, the wearable tech company says it has grown its customer base by 24x, serving the energy, construction, manufacturing and aviation sectors. 

“Epicore’s commitment to improving personalized health for those in critical need aligned strongly with our mission to improve the quality of life for people in need worldwide,” Steele Foundation for Hope CEO Joe Exner said. “We are proud to back Epicore’s pioneering work in sweat-monitoring technology, an innovation with significant potential to address the critical health challenges frontline populations face due to climate change.”

Rising temperatures have also provided a pathway for other products to emerge, including Otella Cooling Body Spray, which offers clean ingredients and instant cooling for athletes and those who spend a considerable amount of time outdoors.

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Digital nutritional therapy platform Fay—which connects consumers with insurance-covered Registered Dietitians (RDs)—has raised $50 million in a Series B led by Goldman Sachs, valuing the company at $500 million.

Existing investors General Catalyst and Forerunner also participated, bringing Fay’s total funding to $75 million. The investment will support growth initiatives and new offerings for dietitians and clients, the company said.

“Our AI-driven platform gives dietitians’ superpowers,’ automating burdens like insurance claims, scheduling, and patient follow-ups so they can focus on providing intimate and thoughtful care,” Fay co-founder and CEO Sammy Faycurry said. “By analyzing vast amounts of information, our platform helps dietitians craft more precise, personalized journeys for their clients, including supplement recommendations, hyper-curated shopping carts and lab analyses to drive prevention initiatives for employers and insurers.”

The new funding follows Fay’s $25 million raise last spring. Since its 2022 launch, the client-to-dietitian platform has added more than 2,300 RDs in its network and integrates with several insurance companies, including United Healthcare, Aetna CVS, Blue Cross, Anthem, Cigna, Optum, and Humana. It’s also landed several partnerships with major employers like Amazon, Microsoft and Pepsi, where their employees have access to Fay’s RDs.

Several specialties and modalities are available for clients, depending on their needs: eating disorders, diabetes, perimenopause and menopause, PCOS, pediatrics, sports nutrition, fertility, gluten-free, vegan, vegetarian, IB, gut health, oncology, weight loss, thyroid health and more, as well as functional health, intuitive eating and GLP-1 users.

Chase Williams, an investor at Goldman Sachs, underscored the importance of nutrition and its widespread impact on Americans.

“Nutrition is a fundamental component of healthcare, and yet it is often overlooked until it is too late, with people putting off behavior change until they get diagnosed with an avoidable chronic condition,” Williams said. “It doesn’t have to be that way, and a major part of U.S. healthcare moving towards value-based care is getting the system as a whole to work in a more proactive and preventative way.”

Better nutrition care will be at the center of the transition, he says.

“We believe Fay is uniquely positioned to support this shift with their AI-driven provider enablement platform for registered dietitians. We are thrilled to lead Fay’s Series B and support Sammy, Mark and the entire Fay team as they help registered dietitians build a thriving independent practice and enable patients to access high-quality, in-network nutrition care.”

Nutrition has become a focal point of the wellness industry, especially as studies continue to reveal the negative impacts of ultra-processed foods. Notably, Gen Z consumers demonstrate a willingness to spend an average of $7,856 per year (the largest of any generation) to achieve health, according to a recent survey by Forbes Health and Talker Research. The findings also indicated that the majority (68%) of respondents are willing to give up fast food, soda (65%) and ultra-processed foods (62%).

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Business management software leader Fliip—specializing in multi-location operations like commercial gyms, training facilities, and boxing gyms—has raised $3.2 million in seed funding to fuel its North American expansion, drive product innovation and grow its team.

The funding comes as the health and fitness software market continues to grow and is projected to reach $19.1 billion by 2031, according to a recent report from Market Research Intellect.

Missouri-based venture capital firm Cultivation Capital led the round, which included participation from Montreal’s Boreal Ventures.

“As a gym owner, I know how frustrating it can be to juggle disconnected tools, scale operations and adapt to evolving needs from gym members,” Fliip founder and CEO David Bourbonnière said. “More than ever, gym owners and operators face immense challenges navigating the complexities of scaling their businesses across multiple locations. Fliip is here to help ambitious fitness leaders build thriving businesses with a platform that’s as intuitive as it is powerful.”

The end-to-end platform handles management and payments, marketing and sales, lead generation, member retention, workout tracking and more.

According to the company, Fliip has achieved triple-digit growth in the past year and will invest in AI-driven analytics as it sets its sights on catering to larger commercial gym chains in the coming years.

“Fliip is addressing critical gaps in fitness management with a platform that combines operational simplicity with the scalability needed for gyms,” said Cultivation Capital’s general partner, Timothy Stern. “Their focus on helping multi-location gyms thrive sets them apart in a competitive market. We are excited to support Fliip as they scale and bring their innovative approach to more fitness businesses worldwide.”

Last December, Barcelona-based fitness software brand Bsport scored €30 million ($31.5 million) in a Series B , which will be directed to its international expansion plans. Bsport’s funding followed that of Australia-based Hapana, which raised $17 million. Not to be forgotten is PushPress, a software platform co-founded and led by former gym owner and software engineer Dan Uyemura. The company secured $20 million and intends to empower independent gym owners.

“We are going to be able to help gym owners do what they want to do, and we really feel that we’re one of a couple of people in the industry doing it in defense of gym owners and with gym owners in mind,” Uyemura told Athletech News last fall.

More recently, Clubessential Holdings just announced its acquisition of software-as-a-service platform Momence.

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Springbok Analytics, developers of an FDA-cleared AI tech platform that generates automated muscle health assessments from MRI scans, has closed an oversubscribed $5M Series A funding round. 

The startup is tackling three key areas with its technology, delivering the ultimate trifecta and highlighting the investor enthusiasm surrounding life sciences, elite sports and longevity.

Springbok currently offers three rapid MRI muscle health scan options—lower extremity, core, and full body—with total imaging times ranging from 10 to 35 minutes. After the scan, images are processed by Springbok’s AI-based software and reviewed for quality. A personalized report is then created, featuring 3D muscle visualizations and data, including an analysis of tendons, bones, scar tissue and edema—typically available within 1-2 business days. Springbok recommends an annual scan alongside a traditional physical check-up to provide actionable insights to better manage muscle health, provided there are no underlying conditions, such as an injury.

Elite athletes, on the other hand, may undergo 3-4 scans a year or more, depending on whether they are rehabbing from an injury or recovering post-surgery. Additionally, the insights can help trainers and coaches optimize performance and recovery.

Transition Equity Partners, LLC (TEP), which led the seed round for the muscle health analytics company, once again served as the lead investor. Additional participants in the Series A included the National Basketball Association, Cartan Capital, Boston Global and other strategic investors.

Pat Eilers, managing partner and founder of TEP, emphasized that Springbok’s recent FDA clearance marks a significant achievement, underscoring the value of its technology and “opens up exciting commercial opportunities in healthcare, including visibility to reimbursement.” He added that this advancement holds potential benefits for athletes of all levels, as well as the broader health and wellness of the general public. 

The funding will support Springbok Analytics’ reach and continued innovation, co-founder and chief scientific officer Silvia Blemker said.

“I’m incredibly proud of our progress and excited about the opportunities ahead to advance muscle research, improve patient outcomes and empower human performance,” Blemker added.

Another focus area for Springbok will be clinical trials and research.

“This investment positions Springbok to become the global leader in precision muscle health analytics,” Springbok Analytics CEO and co-founder Scott Magargee said. “We are committed to pioneering advancements that redefine muscle health and enhance human performance.”

Springbok’s funding comes as the importance of strength training becomes a focal point of consumers, considering its numerous health benefits and reduction in cancer-related deaths. It also represents a changing tide in how consumers can approach health and wellness by prioritizing prevention and circumvent the traditional healthcare landscape with supplemental testing. Neko Health, a health tech startup co-founded by Spotify founder Daniel Ek, just secured $260 million for its non-invasive body scan system as it gears up for a U.S. launch. As of now, Neko Health has a waitlist north of 100,000 individuals for its scans, representing the massive interest in new health technology.

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No Days Off Premium Water, a high-end canned water brand created by Legacy gym founder Manning Sumner, has received a strategic investment from 9.58 Ventures as No Days Off looks to expand its distribution across the Southeast and other key markets in the United States. 

Since launching in 2023, No Days Off has already become popular in its home state of Florida, signing a partnership as the official premium water brand of the Miami Heat and the NBA team’s arena, Kaseya Center. 

The brand sells water that’s purified through reverse osmosis and then re-fortified with a proprietary blend of essential minerals including calcium, magnesium and potassium. No Days Off water comes in 8.4-ounce and 16-ounce aluminum cans to avoid plastic waste, with still and lightly sparkling options available.

According to Sumner, No Days Off differentiates itself from competitors in the premium water space due to its high-quality filtration process and smooth taste.

“It’s almost impossible to get good water now because most of the premium brands are coming from mountains, lakes, rivers and wells, and our world is polluted, unfortunately,” Sumner told Athletech News, contrasting those sources of water with No Days Off’s use of reverse-osmosis purification. 

“We’re truly revolutionizing the premium water space with our process: it’s a seven-step, reverse-osmosis process that takes it down to the one micron, and then we hit it with tunnel pasteurization and ultraviolet light,” he added. “It took us about two years to develop our proprietary blend of essential minerals that go back in the water for function and taste.” 

No Days Off is currently available in retailers across Florida and nationwide through Amazon, Walmart.com and TikTok Shop. With the new investment, the brand plans to grow its distribution network, including launches in retailers across the Southeast and eventually, in Texas and California.  

9.58 Ventures, an early-stage investment fund founded by Fred Toney and Omar Sillah along with NBA coach David Vanterpool and NFL player Deion Jones, will support No Days Off with growth capital and intellectual resources to help the brand scale. The firm has made a handful of investments so far, including Skinny Dipped, a brand that sells low-sugar snacks including chocolate-covered nuts. 

Terms of 9.58’s strategic investment into No Days Off couldn’t be disclosed at this time, but the firm says capital won’t be an issue as the premium water brand looks to scale. 

Toney believes No Days Off has what it takes to conquer the premium water space, pointing to the quick success Sumner’s brand has had scaling throughout Florida.

“They’ve proven the brand, the product and the distribution in Florida,” Toney told Athletech News. “Now it’s just rolling the playbook out through other states.” 

The market for clean hydration is heating up, with brands like Key and Maurten recently reeling in million-dollar funding rounds as athletes and everyday fitness enthusiasts seek beverages that can fuel high performance. 

“We’ve invested in some very successful health and wellness companies,” Toney said. “The best thing you can do for your health is drink a lot of high-quality water; everybody in the country is dehydrated.”

Sumner, who also runs a successful, multi-location gym brand in Legacy (“No Days Off” has long served as the brand’s official motto), believes the timing is right for premium water to take off in America. 

“We’re hitting a perfect storm,” he said. “We’re selling sustainability, hydration and wellness, and we’re heading into a world that needs them.”

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Barcelona-based boutique fitness software platform bsport has raised €30 million ($31.5 million) in a Series B funding round, setting the stage for international expansion, including a bigger push into the United States market.

Bsport announced the funding round this week, which was led by American venture capital firm Base10 Partners and U.K. firm Octopus Ventures, alongside Stanford University and joining existing investors, notably Seventures Partners and Seed4Soft.

With the new funding, bsport intends to drive expansion across the North American, European and Asia-Pacific (APAC) markets, accelerate its investment in generative AI and triple its workforce by 2026. 

“With the support of our new and existing investors, bsport is on a mission to unlock the full potential of wellness studios by providing an unparalleled, all-in-one solution that combines advanced technology and innovation with a deep understanding of our clients’ needs,” bsport co-founder and CEO Zakaria Mansour said. 

Founded in 2018 and launched in 2020, bsport serves around 2,000 gyms and fitness studios across Europe and North America, predominately small and medium-sized businesses. Its clients include U.K.-based brands Paper Dress Yoga, United Fitness Brands and Boom Cycle, according to its website. In 2022, the company raised €4 million in a Series A round led by Seventure Partners.

By next month, bsport expects to reach over €10 million in annual recurring revenue, Mansour has told Axios. 

Bsport says its software offerings are designed to “reduce operational costs and maximize revenue to enable scalable growth” for fitness studio owners. Its services include class bookings, payments, staff management, sales and marketing, and member experience tools. 

The company has its headquarters in Barcelona and additional offices in Paris, London, Berlin and the United States, employing a multilingual staff of around 160. As it pursues expansion, bsport will place a special focus on the North American, Asian-Pacific and DACH region (Germany, Austria, Switzerland) markets, the company says.

“Bsport is well-positioned to take on the needs of small and medium-sized businesses in the wellness space – an industry that has largely gone underserved by technology,” TJ Nahigian, a managing partner at Base10 Partners, said. “Zakaria and team’s all-in-one platform helps these businesses take control of their own growth, and we are thrilled to be supporting this special team.”

Bsport isn’t the only fitness software firm to reel in funding for international expansion. Hapana, an Australia-based brand, landed $17 million earlier this month to fuel expansion in the APAC region and the U.S., and launch a next-generation platform.

Sport Alliance, a software platform based in Hamburg, Germany, that serves the sports and fitness industries, got a $100 million growth investment from PSG Equity late last year to drive global growth.

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Connected fitness startup Growl has emerged from stealth mode, raising $4.75 million in seed funding for an exciting new product: a wall-mounted, AI-powered punching bag that projects a life-sized virtual boxing coach into people’s living rooms. 

Skip Capital led the seed-funding round, which included participation from Kima Ventures, Teampact Ventures and highly ranked UFC heavyweight fighter Ciryl Gane.

An Austin, Texas-based startup with ties to Paris, France, Growl on Wednesday unveiled its debut product, which uses 3D motion tracking to capture punches and AI computing to project virtual coaches directly onto the bag’s surface. Growl will also offer boxing-inspired games developed by Unreal Engine, the software powering titles like Fortnite and Gears of War. 

Léo Desrumaux, Growl’s co-founder and CEO, told Athletech News that he and fellow co-founder Nicolas de Maubeuge created the brand to “make boxing and its power accessible to everyone at home.”

“Our belief is that boxing has this uncanny, universal touch and potential,” says Desrumaux, who fell in love with the sport after moving to the U.S. from France at 16 years old. “You can realize that universal touch if you make it fun and accessible.”

To make boxing fun and accessible, Growl’s virtual coaches will provide guidance on which punches and moves users should make while motivating them to keep working out. A video trailer for the upcoming product shows users sparring with their virtual coaches and also taking part in a boxing game that involves punching moving targets to gain points. 

Besides boxing, Growl also coaches users on fitness movements like bodyweight squats, push-ups and even dumbbell exercises. The product is targeted for users aged 10 and above. 

“The versatility of Growl is what convinced us to invest: it goes far beyond boxing, evolving into a complete, immersive at-home fitness experience with limitless possibilities for future content and workouts – whether for adults, kids or anyone in between,” Skip Capital investment partner Adam Cook said in a statement. 

The startup also counts former Amazon, Peloton and Tonal hardware guru Sam Bowen among its advisors.

Coming to a Home Near You

Growl aims to begin taking pre-sale orders in April 2025 and ship its first batch of boxing bags around 12 months later, putting the brand on track for a launch in Q2 of 2026.

Growl initially plans to sell its product in the U.S. market only, eschewing retail partnerships in favor of a direct-to-consumer model. Desrumaux says the goal is to get Growl into the hands of as many affluent American homes as possible, particularly families. 

“When you’re in a connected fitness business, your customer is the household,” he says. “That household could be a person of one, it could be an early couple in their 30s advancing their careers, (or) it could be a family with kids. Our goal is to serve the whole family.”

Growl will cost an anticipated $4,500 at launch, plus a $60/month content subscription, placing it on the higher end of pricing for connected fitness products, in line with Tonal and above Peloton. Alternatively, customers can opt for a buy-now, pay-later plan, which is anticipated to cost $150/month for a 48-month plan or $190/month for a 36-month plan, including hardware and a content subscription. Those who place an order during the pre-sale period will receive discounted pricing, the company says. 

A New Type of Connected Fitness Product

For Desrumaux, Growl will be worth the relatively high price tag by providing an immersive, engaging user experience that’s unlike anything currently available on the connected fitness market, including in other connected boxing products like FightCamp and Bhout. 

“Experience is everything in connected fitness,” he says. “We recreate a life-size personal trainer who’s going to literally engage you physically, motivate you and push you as if (they were) right there with you.”

Citing the rising popularity of boxing fitness, especially among women, Growl is confident it’s striking while the iron is hot. Desrumaux believes the product will play well on social media, thanks to its striking visuals and unique functionalities. It could also be a hit at family gatherings and parties, driving word of mouth. 

“I think one of the most powerful things will be our own customers in their own homes, having a product and being able to show it off to their friends, neighbors or family members,” Desrumaux says. 

Over the next couple of years, Growl will focus on getting its product to market and refining its virtual coaching system. Looking even further ahead, Desrumaux believes the possibilities are endless when it comes to using AI to create an engaging and effective personal training experience. 

“The long-term goal is to be able to have a fully personalized, interactive training session that’s entirely AI-generated,” he says.

Update: This article has been updated with additional information on Growl’s anticipated pricing

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Coopah, an AI-powered run coaching app, has raised £1.5 million ($1.9 million) in a seed funding round backed by the London Marathon, venture capital firms and a pair of big names in endurance sports.

London-based VC firms Redrice Ventures and Active Partners led the round, with participation from London Marathon Events, organizer of the TCS London Marathon, which previously backed Coopah in a pre-seed funding round. Alistair Brownlee MBE, a Gold Medal-winning English triathlete, and Ricky Simms, a prominent track-and-field agent whose clients include Usain Bolt, also participated in the seed round. 

Founded in 2022 by running enthusiasts including Dan Strang and Peter Cooper, Coopah says its mission is to bring the “medicine of running to everyone.” 

While running is experiencing a global resurgence thanks in part to the rise of run clubs, the London-based Coopah cites a concerning, if unsurprising, statistic: 58% of new runners quit within 30 days of starting their running journey.  

To help people stick to their running goals, Coopah offers adaptive, personalized training plans, AI-powered workout feedback and community-driven motivational support to help people of all levels improve their performance. Features include personalized pacing, strength and conditioning workouts, and integrations with popular fitness devices and wearables. 

Coopah offers an annual membership for $79.99 or a monthly option for $14.99. The app currently serves as the official training partner of the TCS London Marathon. 

“We can’t wait to show the 500 million existing global runners, and the thousands of people that start running every day, the power of Coopah,” Strang said. “Securing these funds and bringing this group of high-quality investors on board is giving us the opportunity to invest in new growth channels which will put Coopah in front of the global running world.

With the funding, Coopah plans to scale its marketing efforts and invest in improving its app functionality, including making its training plans smarter and more social-friendly.  

To help with those efforts, Coopah also announced the hiring of former Strava executive Gareth Nettleton as its new chief marketing officer. Nettleton previously led global marketing efforts for Strava, a fitness-focused social networking app that now counts over 125 million users.

“The world is in a physical and mental health crisis. Running is one of the things that we believe can have a huge impact on that. It is medicine for both body and mind,” Nettleton said. “I’m delighted to join Dan and Pete on this journey and look forward to scaling Coopah’s active community across the globe.”

Personal Training Apps Raise Cash

Coopah’s funding comes as personal training apps of all sorts gain traction with investors. 

In 2o23, Ladder closed a $12 million Series A round for its app that matches users with daily strength training workouts. Zing Coach, an app that uses AI to create personalized workout support including form correction and body composition advice, raised $10 million in a combination of equity and debt financing earlier this year.

Runna, a run coaching app that provides “couch to 5 K” training plans for beginners along with more advanced programs for serious runners, raised an additional $6.3 million in late 2023, bringing its total amount raised at that time to over $10 million.

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Global soccer star Cristiano Ronaldo is making a “significant investment” in personalized supplement maker Bioniq, adding star power to the London-based brand that matches people with the right supplements based on blood test and health quiz data. 

The sides didn’t share specific details on the size of Ronaldo’s investment, although Bioniq notes the new capital brings its total valuation to $82 million. In July, Bioniq raised $15 million in a Series B funding round that valued the company at $75 million.  

Founded in 2019, Bioniq makes highly personalized supplements available to the masses by leveraging data from blood biomarker tests and online health quizzes, creating individually tailored blends of up to 120 antioxidants, vitamins, minerals, phytonutrients, amino acids and prebiotic fibers. Bioniq uses guar granules instead of pills or capsules, which the company says improves nutrient absorption. 

Ronaldo, one of the most decorated soccer players of all time and a noted health enthusiast, has been a member of Bioniq since 2022 and a user of Bioniq supplements for nearly three years, according to the sides.

“Backing Bioniq goes beyond just an investment opportunity for me – it’s about aligning with a shared vision for health, performance and longevity,” Ronaldo said.

Ronaldo’s investment comes as Bioniq looks to accelerate its global expansion efforts, focusing particularly on the United States, Middle East and European markets. The company is off to a good start: its supplements are already sold in over 70 countries and its total user base has grown fivefold so far in 2024. 

Bioniq has also struck partnerships with sports organizations including the UFC, and its supplements have been used by top athletes in international soccer, the NBA and Ironman triathlons. 

“Cristiano Ronaldo is the perfect partner and shareholder,” said Vadim Fedotov, co-founder and CEO of Bioniq. “As the ultimate embodiment of performance and longevity, Cristiano fully aligns with the values and mission of Bioniq.”

“His personal experience with our products reinforces his belief in what we’re building,” Fedotov added. “Cristiano’s decision to invest highlights his confidence in our team’s vision and his commitment to helping us build the leading company in personalized health.”

In an interview with Athletech News last month, Fedotov shared the story of how an injury-plagued college basketball career inspired him to create a personalized supplement brand. Fedotov also gave insights into Bioniq’s unique personalization process and the brand’s global expansion plans. 

Ronaldo, who turns 40 in February but still stars for the Portuguese national team and Saudi soccer club Al Nassr, is increasingly embracing the fitness and wellness industry. 

Earlier this year, the five-time Ballon d’Or winner launched Erakulis, a wellness app inspired by his habits across fitness, nutrition and mental balance. In May, Ronaldo signed on as an investor and global ambassador for human performance brand Whoop, makers of a highly popular health and fitness wearable.

Other soccer stars are embracing fitness and wellness, too. Bayern Munich forward Harry Kane has invested in OxeFit, makers of AI-powered smart strength-training machines. 

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FluidLogic, a California company that creates advanced hydration products for race car drivers and soon, members of the United States military, has raised $15 million in a Series A extension round that will see the brand launch new direct-to-consumer products.

Solyco Capital, a Michigan-based private equity firm, led the funding round. FluidLogic’s existing athlete investors include NBA player Jrue Holiday and his wife Lauren Holiday, a former pro soccer player, former NFL player Kyle Rudolph, and Nascar legend Jimmie Johnson.

Founded in 2016, FluidLogic creates in-vehicle hydration systems for Nascar, IndyCar and other motorsports athletes. Its flagship products attach into drivers’ helmets to deliver water on-demand, eliminating the need to grab a water bottle while racing. The systems are integrated into a vehicle’s steering wheel, with a light that alerts drivers when it’s the optimal time to drink more.

According to FluidLogic, its products are used by a substantial amount of IndyCar and Nascar drivers, as well as Baja 1000 Series winning cars. FluidLogic athletes include Nascar drivers Tyler Reddick and Ricky Stenhouse. Jr., among others.

As evidence of the power of advanced hydration, the company points to a study of 20 professional race car drivers which found that on average, lap-time speeds decreased by 5 seconds for each driver using a FluidLogic system.

“Hydration is a driving pillar of peak performance,” said Sara Blackmer, FluidLogic’s CEO who is also a senior partner at Solyco Capital. “It improves reaction times, sustains focus, increases endurance, and prevents overheating by improving heat tolerance.”

FluidLogic is also planning to launch hydration products for the military and everyday fitness enthusiasts.

The company recently received $1.9 million from the U.S. Air Force to develop an “ecosystem of intelligent wearable and in-vehicle hydration systems” for military personnel. That builds on $750,000 that FluidLogic previously received from the Department of Defense.

Meanwhile, with the new Series A funding, FluidLogic plans to develop direct-to-consumer hydration products in the adventure sports and outdoor endurance categories. Those products are set to launch in early 2025, the company says.

FluidLogic’s funding round comes as brands and investors eye the advanced hydration and nutrition space. In July, Swedish brand Maurten raised 20 million ($21.7 million) for its patented hydrogel technology, which allows athletes to consume more carbohydrates per hour without stressing the stomach. 

This past summer, Daring Foods founder Ross Mackay launched Cadence, a brand offering ready-to-drink, mineral salt-based hydration beverages.

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Foundry, a personal training-focused gym chain based in London, is gearing up for serious growth, receiving a “seven-figure investment” that will see the brand expand through acquisitions and new site developments. 

Known for its “small group personal training classes” and focus on inclusivity, Foundry currently has five locations open in the London area. Those gyms recently were completely overhauled and rebranded, and new locations are soon to follow suit.   

Amid the investment, Foundry is launching a new flagship gym, slated to open this September in London’s Aldgate neighborhood. The Aldgate location will feature a 5,000-square-foot gym area, a 16-meter track, Myzone tracking tech and best-in-class functional training equipment from brands including Eleiko, Rogue and Concept2. 

Foundry also acquired another gym location in what it describes as an “affluent commuter town” in South East London. That gym will become Foundry’s seventh location after it gets rebranded. 

With the new funding, Foundry plans to expand at an aggressive pace, including opening more new sites in the coming months. 

“This raise will enable the group to grow its estate significantly across 2024, both through acquisitions from a deep pipeline of opportunities, as well as new site developments,” a Foundry spokesperson said. 

As it preps for expansion, Foundry has also added to its leadership team. Private equity vet Rob Foreman joins as chairman, with The Gym Group’s Steph McCall joining as finance director.

Voted Best Fitness Facility in London at the London Lifestyle Awards in 2023, Foundry markets itself as a gym “for anyone looking for a different fitness journey.” The brand prides itself on its inclusive environment and supportive community, carving out a niche in London’s competitive and dynamic fitness landscape. 

Foundry is best known for its small group personal training classes, which start every hour on the hour and are designed to offer the benefits of one-on-one personal training while still offering the communal aspect of group classes.

The gym brand also offers larger group classes along with traditional one-on-one personal training. Sessions see members perform functional training movements including bodyweight exercises, Olympic lifts and conditioning work on machines like rowers, SkiErgs and air bikes.

Foundry merged with W10 in 2022, setting a new course for the brand in a move that saw W10 founder Jean-Claude Vacassin take over as Foundry’s managing director. The upcoming locations in Aldgate and South East London mark Foundry’s first expansion moves since it joined forces with W10. 

“We’re really excited about this next step,” Vacassin said of Foundry’s new investment and planned expansion. “Over a decade ago, we set out to reinvent what it means to be a gym: an inclusive, customer-centric experience focused on helping our members thrive – this mission remains our guiding principle.”

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Levels, a software startup co-founded in 2019 by longevity expert Dr. Casey Means, which uses artificial intelligence for meal monitoring and personalized insights based on biomarkers, has announced a $10 million Series A extension.

The round included $3 million in crowdfunding from over 2,000 investors and follows a $38 million Series A in 2022. Crowdfunding has been part of Levels’ mission as it grows, having previously raised $5 million of its Series A in a crowdfunding round that saw over 1,400 Levels members participate.

In addition to Dr. Means, the startup has other notable co-founders on board as it seeks to solve the metabolic health crisis, including former SpaceX and Hyperloop engineer Josh Clemente and David Flinner and Andrew Conner, formerly of Google. 

Since its inception, Levels has assisted over 60,000 members in improving their metabolic health through real-time blood-sugar monitoring with an optional continuous glucose monitor that syncs to an app. From there, members can discover valuable glucose data and insights into how their lifestyle choices (such as nutrition, sleep and exercise) affect their health.

Levels members can also go beyond glucose readings and get tested for health markers such as HbA1c, fasting insulin, ApoB, triglycerides and uric acid, accessing the results on the app.

Although consumers have become increasingly health conscious, the number of Americans who are metabolically unhealthy is staggering, with more than a third of Americans having prediabetes. While grim, it’s a number that can change, say Levels’ founders.

“Consumers want to take their health into their own hands, and Levels’ expertise, data science, and guidance through the app allows them to see real improvement, whether or not they’re wearing a CGM,” Clemente said. “This is how we start to address metabolic health at scale.”

While having access to comprehensive and personalized health data is key to improving metabolic health, Levels takes it a step further with AI-powered food logging, macro tracking and an accountability feature so users can understand the most optimal choices.

“Simply tracking meals isn’t enough,” Levels CEO Corcos said. “That’s why Levels goes beyond basic food logging to actually show you how these choices affect your health and what you should do to achieve your goals. Our members see results.”

The startup is also conducting a large-scale Institutional Review Board-approved research study to better understand the glucose patterns of people of various ages, genders and races.

“Levels is an immediate answer for the metabolic health crisis, the defining health crisis of our era,” stated Marc Andreessen, Levels investor and co-founder and general partner at a16z. “Both the health of our people and the fiscal solvency of our country are at stake — Levels is a case study of the application of technology to both.”

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Hapana, a software-as-a-service (SaaS) platform used by fitness brands worldwide, has raised $17 million in a funding round led by Australian venture capital firms OIF Ventures and Bailador. The funding will support Hapana’s plans to expand its presence in the Asia-Pacific (APAC) region and the United States, as well as the launch of its next-generation platform.

Founded in 2014, Hapana provides technology solutions that manage memberships, payments and customer loyalty for gyms, fitness studios and franchises. The company’s platform, used in 17 countries, operates as a white-label solution, allowing fitness brands to maintain their identity while utilizing Hapana’s features to improve operational efficiency.

Paul Wilson, co-founder and managing partner at Bailador, remarked on Hapana’s potential, stating, “Hapana has built a solid reputation in the fitness industry, and we believe the company is well-positioned to continue its growth in Australia and internationally.”

The platform is employed by several fitness brands, including Body Fit Training (BFT), KX Pilates, Gold’s Gym, and F45. Last year, over one million fitness club members used Hapana’s platform, with more than half a billion dollars in payments processed through the system.

This latest funding round follows Hapana’s 2023 investment from Riverside Acceleration Capital (RAC), which was aimed at expanding its sales and marketing teams as the company pursued growth in the U.S. market. With this funding round, Hapana aims to further develop its technology and expand its market reach, particularly focusing on supporting the growth of fitness brands in new markets.

Hapana CEO Jarron Aizen noted the importance of the funding for the company’s expansion efforts. “These funds will enable us to expand our go-to-market plans in the US and across the APAC region, facilitating the signing of more franchises and independent gyms,” Aizen said. 

He added that the upcoming platform update would include enhanced features for large franchise fitness brands, offering greater visibility and control over their operations.

Kevin Wilson, Partner at OIF Ventures, commented on Hapana’s progress. “We have been closely following Hapana’s journey and are impressed with their execution and commitment to becoming a leading provider of fitness management software,” Wilson said. He expressed confidence that the new funding would help Hapana continue its growth.

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Zoe, a startup that combines at-home testing with informed nutrition guidance, has raised $15 million from New York-based Coefficient Capital as part of an extended Series B round, bringing its total funding to $118 million.

The capital will be used to accelerate Zoe’s U.S. expansion plans, the company says.

Zoe — which means “life” in Greek —  offers consumers a comprehensive look at their health through three at-home tests: a stool sample to discover their gut health; a blood test to determine their blood fat response to a test meal provided by ZOE; and a blood sugar sensor worn for two weeks.

Membership is available following testing, providing results-based food scores, recipes, support and lessons on how to swap, add and combine foods to eat in the most optimal way that is specific to a member’s needs and goals. Members can then retest their gut to see how their microbiome has improved over time.

The Zoe platform currently has over 100,000 members. 

For its part, Coefficient Capital is focused on consumer brands that are redefining wellness, having invested in brands such as Oatly, a highly popular oatmilk dairy-alternative brand, Magic Spoon, a low-carb cereal, and hydration brand Hydrant.

The Zoe investment follows Coefficient Capital’s Consumer Trends Survey 2024, which explored ultra-processed foods and the common misconceptions Americans have regarding supposed healthy food and beverages.

Jonathan Wolf, co-founder and CEO of ZOE, is excited that the investment firm has decided to join the science and nutrition company’s mission to improve the health of millions.

“I’m confident their expertise in helping consumer brands to grow across the U.S. will accelerate our own growth,” Wolf continued. “The U.S., like the U.K., is in the midst of a terrible health crisis. The food that our governments tell us is good for us is, in fact, causing us to feel terrible and live fewer healthy years than our parents. The need to make smarter food choices, based on real science, has never been greater.”

Daily30+, a whole food supplement of over 30 plants, is also in the works for the nutrition startup and will roll out in the U.S. in Q4. 

The digital nutrition space has seen several notable investments as of late, with investors keen on the concept of merging healthy eating with a science-centered approach.

RxDiet, a New York-based AI-powered personalized nutrition app that generates custom food plans and delivers the ingredients right to members’ doors, just secured $3 million in a seed funding round to expand its ‘food as medicine’ model.

“Telenutrition” platforms that connect consumers with registered dietitians (RDs) for personalized nutrition advice, such as Foodsmart, Nourish and Fay, have also scored with investors, with the three brands each securing funding this year.

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Maurten, a Sweden-based sports nutrition company that’s created an advanced carbohydrate fuel ecosystem, is having a stellar month, just in time for the Olympics.

Following a €20 million ($21.7 million) investment led by IRIS Ventures, the brand is now entering its next growth phase, with plans to expand beyond sports and into the medical arena. It has also been named the official sponsor of the Bermuda Olympic Association for the Paris 2024 Summer Olympics.

The sports nutrition company has made a name for itself with its patented hydrogel technology, which allows athletes to consume more carbohydrates per hour and sustain elite performance without stressing the stomach.

The hydrogel is used in Maurten’s drink mixes, gels and its Bicarb System — designed for high-intensity training and racing and is meant to be consumed 1.5 to 2 hours before exercise to manage increased muscle acidity.

Maurten will equip Bermuda’s Olympic participants with its hydrogel-based products, which have grown popular among professional athletes and Olympians. Nonetheless, the company says its products are suitable for everyone, from professional athletes to amateurs.

In addition to the Olympics, Maurten has partnered with several other high-profile events, including the Ironman Group Global Series and the Boston Marathon,

“It’s an important moment that strengthens the diversity of our board,” Maurten founder and CEO Olof Sköld said of the funding. “I have no doubt that accessing the expertise and network of female-founded Iris Ventures, and their deep understanding of the sports culture scene, will greatly benefit our ambitions to expand the reach of our innovations — across new markets and industries.”


Maurten also plans to focus on female-specific fueling research, which it says will be accelerated by IRIS Ventures.

The round also included participation from existing investors, including Dan Sten Olsson, CEO of Stena Sphere. 

Other brands are eyeing the advanced hydration and nutrition space. Cadence, a mineral salt-based hydration beverage, launched in the United States earlier this month.

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RxDiet, an AI-driven personalized nutrition app that creates custom food plans and delivers fresh ingredients, has secured $3 million in a seed funding round as it plans to spread the growing concept of ‘food as medicine’ and improve the health of its members.

The New York-based startup will use the funding to grow its team, bolster its grocery network and reach additional healthcare payers.

After downloading the RxDiet app, users are asked to provide their healthcare membership ID number. They can then provide information on their health concerns, body makeup and food preferences before a personalized nutrition program and recipes are created with the help of AI and RxDiet’s live care team. The ingredients are then delivered to RxDiet users.

The platform has already partnered with two of the largest health insurers in the U.S., covering the program’s cost for their health plan subscribers. A low-cost digital tool is slated to launch this year to offer greater affordability for insurers.

Notably, RxDiet has a 76% app usage rate among seniors, who can connect with fellow users, sharing their challenges and achievements.

“We want food to be at the forefront of medicine,” co-founder and CEO Roman Kalista said. “Using food to treat chronic conditions is often cost-prohibitive, and RxDiet has lowered the bar significantly for healthcare payers to adopt a program that drives unprecedented engagement, clinical outcomes and member satisfaction.”

Kalista, who founded RxDiet with Jan Skvaril, added that the funding round will enable RxDiet to reach more patients in the U.S.

“RxDiet is a game changer for healthy eating,” said Jia Lin of Giant Ventures, which led the funding round. “As the disease burden from chronic conditions grows, RxDiet’s holistic solution serves a critical function not only in managing and reversing these conditions but also preventing them. We are excited about RxDiet as their highly scalable AI platform breaks down the barriers of healthy food, making it equally affordable, personalized, and engaging for someone in urban New York as it is for someone in rural Georgia.”

In addition to Giant Ventures, RxDiet saw participation from Better Ventures, Form Life and angel investors.

Platforms including Foodsmart, Nourish and Fay, all of which connect people with registered dietitians (RDs) for personalized nutrition advice covered by healthcare, have also reeled in funding in recent months as investors and consumers embrace the use of food as medicine. 

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The desire for hyper-personalization in all aspects of health and wellness has reached supplements. 

Bioniq, which offers artificial intelligence (AI)-powered personalized supplements based on blood biomarker data, has raised $15 million in an oversubscribed Series B funding round led by HV Capital and Unbound.

The London-based brand says it will use the capital for product development and growth in the United States and the Middle East and a corporate platform for medical, wellness and athletic institutions.

Earlier this year, Bioniq announced a partnership with Al Borg Diagnostics, a diagnostic health services provider in Saudi Arabia.

Founded in 2019 in London, Bioniq says its personalized approach has led to sizable growth in the last twelve months —particularly in the U.S. — which is over 50% of its customer base. Certain other regions have grown over 500% in the last two quarters, according to Bioniq.

“We’ve entered a new era in nutritional supplementation over the last six years, where it’s become clear that one-size-fits-all solutions are simply inefficient,” said Bioniq co-founder and CEO Vadim Fedotov. “Everyone’s health journey is unique and fluid. Customers need advanced, adaptable products that provide evolving support for personal health goals.”

The company has amassed an extensive proprietary biochemical database using blood test data from its customers. Its patent-pending algorithm considers a user’s height, weight, age, lifestyle and health goals to identify micronutrient imbalances and develop a personalized supplement blend. 

The health tech startup offers consumers two options: Pro and Go. 

Bioniq Pro is comprehensive and highly personalized, incorporating blood biomarker data into its AI-powered algorithm. Users can either upload existing bloodwork to receive recommendations or schedule a blood test through a Bioniq partner lab. The data is analyzed for nutrient status and imbalances, providing users with a specially-made daily supplement formula. Users can also discuss their needs with a registered dietitian.

The Go option is designed to be accessible for wellness-seekers and is based on a questionnaire. Bioniq’s AI algorithm still plays a role with the Go route, recommending supplement blends based on individual responses and previous users’ blood biomarker data. 

Instead of pills or capsules, Bioniq’s personalized supplements come in the form of granules for better absorption and are shipped globally with a subscription model. 

“Bioniq’s exceptional growth is a testament to its innovative approach for high-quality personalized health solutions that professional athletes across the world rely on,” HV Capital general partner David Kuczek said. “With sales from across 60 countries, with the majority coming from North America, the most important market for health solutions globally, Bioniq is well-positioned to continue its trajectory of rapid expansion.”

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Cheers are in order – non-alcoholic ones, that is.

Athletic Brewing Company has completed a $50 million equity financing round headed by General Atlantic to support its long-term growth as consumers reach for cans of its non-alcoholic beer. Existing investors were also part of the round.

The NA beer brand recently purchased a third U.S. brewing facility, its second in San Diego, with another situated in Milford, Connecticut. The brand plans to renovate the new San Diego facility, which will feature a new packaging line. The renovations will take about eighteen months, but once operational, Athletic Brewing says it expects to double its U.S. brewing capacity.

“We’re thrilled to welcome General Atlantic as a key growth partner at a time when we’re significantly expanding our West Coast capacity to meet increasing demand for Athletic beer,” Athletic Brewing co-founder and CEO Bill Shufelt said. “We are passionate about transforming the way modern adults drink and converting critics into believers. We’re at the start of a long-term trend, and we couldn’t be more excited to have General Atlantic by our side as Athletic begins its next phase of growth.”

Shufelt left his position at a hedge fund in 2017 to co-launch what is now America’s number-one NA beer brand with John Walker, a craft brewer, but the climb to the top was no small feat. Convincing investors about the viability of tasty non-alcoholic beer was nearly impossible, with over a hundred venture capitalists reportedly passing on the idea. 

By 2022, Keurig Dr. Pepper purchased a $50 million minority stake in the NA beer brand, which has done the seemingly impossible in creating award-winning brews and marketing Athletic Brewing as a trendy (and healthier) alternative to traditional beer. The brand produced 875 barrels in 2018; by 2023, it had sold over 258,000 barrels.

It’s found a home at retailers like Whole Foods Market, cases of Athletic Brewing displayed with packaging that depicts a sense of adventure — landscapes of rolling hills, a sun peeking above mountains, a surfboard among the waves. The brand has become Whole Foods Market’s top-selling beer.

In 2023, Jet Blue became the first major U.S. airline to sell non-alcoholic beer at 35,000 feet following a partnership with the brand. Athletic Brewing has also partnered with fitness wearable company Whoop to encourage people to ‘Give Dry a Try,’ and counts former NFL players JJ Watt, Justin Tuck and athlete Lance Armstrong among its investors. 

Part of Athletic Brewing’s success can likely be attributed to the brand’s non-judgemental approach to drinking — one that celebrates sobriety if that’s a chosen path, but also a ‘flex sober’ philosophy, where there is room (and flexibility) for both NA and traditional beers. 

The new round values Athletic Brewing at around $800 million, according to a report from the Wall Street Journal.

Eyeing International Expansion

While Athletic Brewing has become a household name in the U.S. as it leads the NA beer category, General Atlantic managing director and global head of consumer Andrew Crawford noted that the brand is well-positioned to take advantage of the expanding global demand for NA beer. 

“We intend to leverage our international platform and capabilities across technology, digital marketing, and merchandising to help the business achieve its potential,” Crawford said. 

Non-Alcoholic Drinks Gain Ground

The future looks bright for non-alcoholic beverages, buoyed by Gen Z’s interest in better-for-you food, beverages and low or alcohol-free drinks.

Major beer brands have launched NA beers, including Guinness, Sam Adams, Corona, Heineken and more.

Solidcore founder and entrepreneur Anne Mahlum is bullish on the alcohol-free space, recently investing in herbal remedy startup Apothékary, which sells products like herbal red wine alternatives.

“The mocktail industry is going to continue to become more robust,” she predicted in a wide-ranging interview with Athletech News in April. 

“People are really waking up — especially for those folks who work out — about how much alcohol is undoing all of the progress that they’re trying to make with the food that they eat and the work that they’re putting in the gym,” Mahlum said.

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