FitXR

What FitXR does

FitXR is a London-based VR fitness platform founded in 2017 (originally as BOXVR) and operating as FITXR LIMITED in England and Wales. The company delivers immersive workout experiences across seven studios — Box, Combat, HIIT, Dance, Sculpt, Flow, and Slam, plus licensed Zumba — anchored on a content library of more than 1,000 on-demand classes with daily drops and 84+ new classes per quarter. The platform runs natively on Meta Quest (primary), Steam, Viveport, Pico, Sony PlayStation VR, Apple App Store, and Google Play, and includes technical features such as mixed-reality passthrough on Meta Quest 3, controller-free hand tracking, real-time multiplayer classes, and Spotify playlist previews. The app is supported by a mobile companion app for iOS that tracks progress, calories, and personal bests.

FitXR generates revenue primarily through recurring consumer subscriptions sold monthly or annually via the website (processed by Paddle) and through the seven VR and mobile app storefronts, with a free trial used as the top-of-funnel acquisition lever. Distribution is product-led via app stores with a multi-channel marketing layer spanning a content blog, an active Facebook community ("WeAreFitXR"), and organic social presence on Instagram, YouTube, TikTok, and X. Pricing is positioned as more budget-friendly than the closest direct competitor (Supernatural), and the platform is differentiated by an evidence-backed value proposition: a randomized controlled trial (83 participants) published in the Games for Health Journal demonstrated higher energy expenditure, enjoyment, and mental-health benefits versus matched non-VR exercise.

In 2026 the company raised a $75 million Series C with stated use of funds to expand into employer wellness programs, opening a B2B/B2B2C channel alongside the consumer subscription core. The company is privately held and venture-backed, led by CEO Sam Cole (co-founder), with 51–100 employees and global operations served through digital storefronts.

Name

FitXR

Legal name

FITXR LIMITED

Website

https://fitxr.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

FitXR is a London-based VR fitness platform offering 1,000+ classes across seven studios (Box, Combat, HIIT, Dance, Sculpt, Flow, Slam) on Meta Quest and other VR headsets, serving consumer subscribers via app-store and direct subscriptions and now expanding into employer wellness programs.

Ownership category

akta.pro rank

Product category

Virtual Reality Fitness

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industries

HIIT & Circuit Bootcamps (HSADABAA), General Personal Training (In-Person & Virtual) (HSADAAAA)

Keywords

• VR fitness app
• Virtual reality workouts
• Immersive fitness platform
• Subscription fitness software
• VR boxing classes

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Subscription Revenue: FitXR generates recurring subscription revenue from users who pay monthly or annual fees to access the VR fitness platform. The company offers subscription tiers with free trials for new users. Recent funding mentions plans to expand into employer wellness programs as an additional revenue stream.
2. Direct Website Subscriptions: Subscriptions can be purchased directly through the FitXR website via third-party reseller Paddle, who processes payments. The company also sells through app providers such as Meta, Steam, and Sony PlayStation VR.

Pricing tiers

Go-to-market motion1 record

Distribution channels10 records

Marketing channels11 records

Core offering

FitXR is a subscription-based virtual reality fitness application that delivers immersive workout classes across seven studios (Box, Combat, HIIT, Dance, Sculpt, Zumba/Flow, Slam) led by world-class trainers. The platform runs natively on Meta Quest and other leading VR headsets and is sold directly to consumers via monthly and annual subscriptions, with a free trial and a companion mobile app for progress tracking.

Product overview

FitXR is a comprehensive VR fitness platform offering a unified application with multiple workout studios. The core FitXR app provides access to seven distinct studios: Box (boxing), Combat (martial arts), HIIT, Dance, Sculpt (strength), Flow (rhythm cardio), and Slam (gamified HIIT). The platform also includes a companion mobile app for iOS to track progress. All content is delivered through the main VR app, which users access via Meta Quest headsets. The platform is designed to work with Meta Quest, Pico, Sony PlayStation VR, Steam, Viveport, Apple App Store, and Google Play platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• FitXR VR Fitness App The flagship immersive VR fitness application providing boxing, combat, HIIT, dance, sculpt, rhythm-based and gamified fitness classes led by world-class trainers, sold as a monthly or annual subscription with a free trial to individual VR headset owners.
• FitXR Companion App Mobile companion application that lets FitXR users track progress, view workout statistics, monitor calories and review personal bests alongside their in-VR training.

Quantifiable outcome

• Users burn 8-10+ calories per minute during Box and Combat workouts, comparable to or exceeding elliptical training and brisk walking
• +4 more outcomes

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Meta QuestcoreTechnology or IntegrationFitXR runs natively on Meta Quest headsets as a primary platform. The app supports mixed reality mode on Meta Quest 3, hand tracking, and is available through the Meta Quest app store with direct free trial links.
• ZumbaminorStrategic or Co-development PartnerFitXR includes a Zumba workout studio featuring licensed Zumba choreography and branding, expanding content offerings beyond proprietary workout styles.
• PaddleminorOthersPaddle is the third-party payment processor and Merchant of Record for FitXR website purchases, handling checkout, billing, and refunds for direct subscriptions.

Scale indicators7 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Supernatural: Supernatural is the closest direct competitor to FitXR, offering VR fitness classes (boxing, flow, yoga) on Meta Quest. Acquired by Meta, it competes with FitXR on the same hardware platform and is the premium-priced alternative explicitly benchmarked in FitXR's own marketing.
• Beat Saber: Beat Saber is one of the most popular VR rhythm/fitness games on Meta Quest, blending music-based gameplay with calorie-burning activity. It overlaps with FitXR's rhythm/Dance studio and represents the gamification pole of VR fitness that competes for the same headset-owner user base.
• Tripp: Tripp is a VR wellness app offering mindfulness, meditation, and movement experiences on Meta Quest and other platforms. It competes for the same VR fitness/wellness subscription dollar with a more mindfulness-oriented value proposition than FitXR's cardio-heavy catalog.
• Holofit: Holofit is a VR fitness subscription platform offering cardio, boxing, cycling, and strength workouts across multiple VR headsets. It is a direct competitor to FitXR with comparable pricing tiers and multi-platform distribution.
• Les Mills Body Combat VR / XR Fitness: Les Mills has launched VR fitness experiences adapting its Body Combat and other programs, directly competing with FitXR's Combat, HIIT, and Box studios with the strength of a globally recognized fitness IP.

Emerging players

• XRHealth: XRHealth provides VR-based therapeutic and fitness applications for clinical and home use, including physical therapy, cognitive training, and wellness. It overlaps with FitXR in the home-VR fitness category but with a stronger clinical/health focus.

Broad incumbents

• Apple Fitness+: Apple Fitness+ is a subscription fitness service delivered across Apple devices. While not VR-native, it is a broad incumbent competing for the same consumer fitness-subscription wallet and increasingly integrating with Apple's Vision Pro spatial computing platform.
• Peloton: Peloton is a leading connected fitness subscription platform combining hardware, content, and live classes. It competes with FitXR for the broader at-home fitness subscription dollar but with a much larger content catalog and hardware ecosystem.

Regional players

• PICO (ByteDance) fitness apps: PICO, owned by ByteDance, operates its own VR headset and app store with native fitness content (e.g., Just Dance on PICO). It represents a regional platform competitor, particularly in Asia, and FitXR distributes on PICO to access this audience.

Others

• Zwift: Zwift is a gamified endurance/cycling subscription platform with social multiplayer features and structured workouts. While not VR-based, its gamified, community-driven fitness subscription model parallels FitXR's engagement approach and is a comparable business model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/weareFitXR
• YouTubeyoutube.com/channel/UC5j5_pTobcYj50xfaxE68Ng
• Facebookfacebook.com/WeAreFitXR
• Instagraminstagram.com/wearefitxr
• TikToktiktok.com/@wearefitxr

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds6 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FitXR