Velites
Velites Fitness S.L. is a Spain-based direct-to-consumer sports brand designing and selling performance gear, footwear, and apparel for functional-fitness athletes in the CrossFit, HYROX, and hybrid-training disciplines, distributed through its European e-commerce platform and event partnerships including the CrossFit Games.
- Company typePrivate
- Founded2015
- HeadquartersCizur Mayor, Spain
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Velites does
Velites Fitness S.L. is a Spain-headquartered, direct-to-consumer sports brand founded in 2015 that designs, manufactures, and sells performance gear, footwear, and apparel for functional fitness athletes, with a primary focus on the CrossFit, HYROX, and hybrid-training disciplines. The product portfolio spans four categories — Gear (hand grips, jump ropes, knee sleeves, lifting belts, wrist wraps, protection accessories), Footwear (Hybrid 1.0 and the new Minimal 1.0 training shoes), Apparel (the Holo collection of men's and women's technical clothing), and Accessories (sunglasses, backpacks, headwear, hydration, and recovery tools) — with notable engineering features including a 270° rotation system in jump ropes, a calf anti-compression system and non-slip bands in neoprene knee sleeves, interchangeable cable/handle configurations, 3-layer high-resistance neoprene, and carbon-fiber-reinforced grips approved for CrossFit Games competition.
Velites sells predominantly through its own eu.velitessport.com e-commerce platform, which supports Spanish, French, English, German, and Italian languages with free shipping over €85, and prices that range from approximately €22 for entry-level Flow knee sleeves to about €340 for premium backpacks. The go-to-market is augmented by an event-driven motion anchored by the official partnership with the 2026 CrossFit Games (apparel, footwear, grips, and jump rope partner, plus presenting sponsor of Open Workout 26.2) and co-branded collections with HYROX, the Royal Spanish Weightlifting Federation (RFEH), World Fitness Project, PRVN Training, Brute Training, and Traincult. Athlete co-development and team-athlete ambassadors reinforce community-driven distribution without retail intermediaries.
The company is privately held and independently operated, with 11-50 employees and leadership comprising founders Matias Hernandez Van Waes (CEO/CTO), Alfredo Zapata (CSO), and Andoni García (Co-CTO/COO). Disclosed direct funding is limited to approximately $67,374 from SODENA in 2016 and a non-dilutive 2023 grant from Las Rozas Innova; a separate $15M WndrCo-backed initiative funds the XENOM competitive fitness event in Dallas, not Velites' core apparel business. Geographic reach centers on European DTC with emerging visibility into the US market via the CrossFit Games partnership.
Velites firmographics
Firmographics- Name
- Velites
- Legal name
- Velites Fitness S.L.
- Website
- https://eu.velitessport.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Velites Fitness S.L. is a Spain-based direct-to-consumer sports brand designing and selling performance gear, footwear, and apparel for functional-fitness athletes in the CrossFit, HYROX, and hybrid-training disciplines, distributed through its European e-commerce platform and event partnerships including the CrossFit Games.
- Ownership category
- akta.pro rank
Velites industry classification
Industry- Product category
- Athletic Training Equipment and Apparel
- NAICS
- Sporting and Athletic Goods Manufacturing (339920), Sporting Goods Retailers (45911), Footwear Manufacturing (3162), Apparel Manufacturing (315), Sporting and Athletic Goods Manufacturing (33992)
- SIC
- Sporting & Athletic Goods, Nec (3949), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600), Footwear, (No Rubber) (3140)
- akta.pro primary industry
- Training & Cross-Training Footwear & Apparel Retail (CRAMACAD)
- akta.pro secondary industries
- Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Athletic / Performance & Activewear Brands (CRAAAAAD), Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE), Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear) (IMAOAFAI)
Keywords
Where Velites is headquartered
LocationHeadquarters
- HQ city
- Cizur Mayor
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
Velites business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel
Revenue model
- E-commerce Product Sales: Direct-to-consumer online sales of athletic apparel, footwear, and gear through the company's owned e-commerce platform. Products include hand grips, jump ropes, knee sleeves, training shoes, apparel (t-shirts, shorts, joggers, hoodies, bras, leggings), backpacks, sunglasses, and accessories. Both one-time purchases and bundled products are offered.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Knee Sleeves - Power (Neoprene) |
| Unit Pricing | Pay-as-you-go | Knee Sleeves - FLOW (Fabric) |
| Unit Pricing | Pay-as-you-go | Hand Grips - Various Models |
| Unit Pricing | Pay-as-you-go | Jump Ropes |
| Unit Pricing | Pay-as-you-go | Training Shoes |
| Unit Pricing | Pay-as-you-go | Apparel - Holo Collection |
| Unit Pricing | Pay-as-you-go | Backpacks |
| Unit Pricing | Pay-as-you-go | Sunglasses |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Velites product offering
Product offeringCore offering
Velites designs, manufactures, and sells performance gear, footwear, and apparel for CrossFit, functional fitness, HYROX, and weightlifting athletes through its own direct-to-consumer e-commerce platform and event-driven retail. The product portfolio spans hand grips, jump ropes, knee sleeves (neoprene Power line and fabric Flow line), lifting belts, wrist wraps, training shoes, technical apparel, sunglasses, backpacks, and recovery accessories. The company emphasizes engineered proprietary features, competition-grade quality, and athlete co-development.
Product overview
Velites is a sports performance brand offering a comprehensive portfolio of athletic gear, footwear, and apparel for functional fitness athletes. The product ecosystem centers on four main categories: Gear (hand grips, jump ropes, knee sleeves, lifting belts, wrist wraps, and protection accessories), Footwear (Hybrid 1.0 and Minimal 1.0 training shoes), Apparel (Holo collection including T-shirts, shorts, joggers, hoodies, socks, and women's bras, leggings, and crops), and Accessories (sunglasses, backpacks, headwear, and recovery/healthcare products). The offerings include partnership-specific editions for CrossFit, HYROX, World Fitness Project (WFP), PRVN, Traincult, Brute Strength, and the Royal Spanish Weightlifting Federation. Velites serves as the official equipment partner for the CrossFit Games and offers both standard and competition-approved products designed for CrossFit, HYROX, weightlifting, and hybrid training disciplines.
Differentiator
Problem solved
Functional benefit
Products and services
- Hand Grips
Companies that use Velites
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Velites technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Velites partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- CrossFit GamescoreVelites named Official Apparel, Footwear, Grips and Jump Rope Partner for 2026 CrossFit Games, expanding on its debut partnership in 2025. The company will outfit athletes, teams, staff, media, and on-site personnel at the Games held in San Jose, California. Additionally, Velites will serve as presenting sponsor of Open Workout 26.2.
- HYROXcoreOfficial partnership with HYROX fitness race event. Velites produces co-branded product collections including special edition jump ropes, hand grips, sunglasses, and wristbands designed for HYROX competitors.
- Royal Spanish Weightlifting Federation (RFEH)coreOfficial federation partnership providing competition-grade equipment and apparel for Spanish weightlifting athletes. Co-branded collection developed for federation members.
- World Fitness Project (WFP)minorPartnership with World Fitness Project featuring co-branded gear collections for functional fitness athletes.
- PRVN TrainingminorCo-branded collections with PRVN Training organization, including sunglasses, wristbands, and other branded accessories.
- Brute TrainingminorCo-branded collection with Brute Training featuring hand grips, jump ropes, lifting belts, and other training gear.
- TraincultminorCo-branded collection with Traincult fitness community, including jump ropes and branded accessories.
- MotionminorMotion is providing programming for the XENOM fitness event, a new competitive fitness 'Fitness Decathlon' scheduled for June 2026 in Dallas, Texas.
- Rogue FitnessminorRogue Fitness is the official equipment supplier for the XENOM fitness event, providing competition equipment for the inaugural 2026 event.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Velites competitors and assessment
Company assessmentBroad incumbents
- Gymshark: Gymshark is a broad incumbent DTC fitness apparel brand serving the general training and functional fitness audience with a comparable e-commerce-led go-to-market model.
- Rogue Fitness: Rogue Fitness is a broad incumbent in functional fitness equipment — barbells, racks, rigs, and accessories — serving the same CrossFit/functional training ecosystem but at much greater scale and a much wider product portfolio.
- Reebok (CrossFit line): Reebok was the historical Official CrossFit Games footwear and apparel partner (2011–2020) and remains a broad incumbent in functional training footwear and apparel with overlapping target customers.
Direct peers
- NOBULL: NOBULL is a direct peer — a premium DTC athletic brand built around CrossFit and functional training with a comparable product mix of training shoes, apparel, and accessories targeting the same athlete persona.
- Bear KompleX: Bear KompleX is a direct peer specializing in hand grips and gymnastics protection for CrossFit and functional fitness, overlapping Velites' core grip product line and athlete base.
- WOD Nation: WOD Nation is a direct peer in jump ropes, speed ropes, and CrossFit training accessories, competing head-to-head with Velites' Cyclone and Earth/Fire rope lines.
- Fringe Sport: Fringe Sport is a direct peer selling CrossFit and functional fitness gear including grips, knee sleeves, and lifting accessories to the same box-gym athlete base.
- TYR Sport: TYR Sport has expanded into functional training and CrossFit apparel and footwear, competing in a similar product category with overlapping athlete personas.
- A7 International: A7 International is a direct peer producing barbell grips, wrist wraps, knee sleeves, and training apparel marketed to the powerlifting and functional fitness community.
Emerging players
- Rocktape / RockSauce: Rocktape is an adjacent player in athletic recovery, mobility, and taping products that overlap with Velites' recovery and healthcare category and serve a similar CrossFit/functional training consumer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Velites social profiles
Digital presenceVelites financial estimates
Financial estimateRevenue estimate
Valuation estimate
Velites leadership team
Management profileNumber of profiles
Profiles3 records
Velites funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Velites M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Velites
What does Velites do?
Velites designs, manufactures, and sells performance gear, footwear, and apparel for CrossFit, functional fitness, HYROX, and weightlifting athletes through its own direct-to-consumer e-commerce platform and event-driven retail. The product portfolio spans hand grips, jump ropes, knee sleeves (neoprene Power line and fabric Flow line), lifting belts, wrist wraps, training shoes, technical apparel, sunglasses, backpacks, and recovery accessories. The company emphasizes engineered proprietary features, competition-grade quality, and athlete co-development.
Is Velites a public or private company?
Velites is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Velites founded?
Velites was founded in 2015. It employs 11 to 50 people.
Where is Velites based?
Velites is headquartered in Cizur Mayor, Spain, in the Europe region.
How does Velites make money?
One revenue line is on record: E-commerce Product Sales.
Who are Velites's main competitors?
Broad incumbents on record are Gymshark, Rogue Fitness and Reebok (CrossFit line). Direct peers are NOBULL, Bear KompleX, WOD Nation, Fringe Sport, TYR Sport and A7 International. Rocktape / RockSauce is listed as an emerging player.
Does Velites have an API?
No public API is recorded for Velites.
What industry is Velites in?
Velites's product category is Athletic Training Equipment and Apparel. Its primary akta.pro industry code is CRAMACAD, Training & Cross-Training Footwear & Apparel Retail, with a secondary code of CRAMADAB, Strength Training Equipment Retail (Racks, Benches, Barbells, Plates). Its NAICS code is 339920 and its SIC code is 3949.