What Fitty does

Fitty London is a London-based, privately held direct-to-consumer brand that curates and sells themed health and fitness discovery boxes to UK consumers. Founded around 2015 by Laura Fullerton, the company transitioned from a recurring subscription model in 2018 to quarterly, sport- and diet-specific boxes available for one-time purchase: The Running Box (Women's and Men's), The Yoga Box, The Paleo Box, and The Boutique Box: Limited Edition (a collaboration with skincare brand Malin+Goetz). Boxes retail for £25–£32 and are claimed to contain 7–9 products worth materially more than the box price, vetted by reportedly rejecting ~60% of products proposed for inclusion.

The business operates as a pure-play e-commerce retailer on Shopify, with order fulfillment handled via Royal Mail Tracked 48hr (£2.80) or 24hr (£4.50) shipping and no international delivery currently offered. Distribution is single-channel (own storefront, UK-only), with marketing driven by an owned blog (intermittent fasting, nutrition, fats, yoga, running content), Instagram (@fittybox), email newsletter to 'thousands of people,' and extensive earned media in UK lifestyle press (Vogue, Elle, Evening Standard, Women's Health, The Independent). A network of GTM partnerships with London boutique studios (Digme, Kobox, 1Rebel, Core Collective, UN1T London, Barry's Bootcamp) and lifestyle brands (Athleat, Thriva, VITL, Spartan Race) supports event-led activations and bespoke B2B box work.

Revenue is generated almost entirely from one-time box sales priced £25–£32, with secondary bespoke box income from corporate gifting/brand activation clients (e.g., Charles Worthington, Pandora Jewellery, Lululemon x Net-A-Porter). The company is bootstrapped, founder-led, operates with 1–10 employees, and at the time of data capture is displaying a 'sold out' message across all current SKUs. There are no disclosed funding rounds, no AI/ML capabilities, no app, and no documented international expansion roadmap.

Name

Fitty

Legal name

Fitty London

Website

https://fittyldn.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Fitty London is a London-based, bootstrapped e-commerce brand that curates and sells one-time themed health and fitness discovery boxes (Running, Yoga, Paleo, Boutique) priced £25–£32 directly to UK consumers via Shopify, sourcing products from vetted wellness brands and distributing UK-only via Royal Mail.

Ownership category

akta.pro rank

Product category

Curated Health & Fitness Subscription Boxes

NAICS

Health and Personal Care Retailers (456)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Subscription Boxes & Curated Product Subscriptions (CRAFAIAF)

akta.pro secondary industry

Fresh Food Subscription/CSA & Produce Box Retail (CRAHAHAG)

Keywords

• Curated fitness boxes
• Health subscription boxes
• Wellness product curation
• Nutritional gift boxes
• Sport themed boxes

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Curated Health & Fitness Box Sales: Fitty generates revenue through one-time sales of curated boxes containing nutritional foods, drinks, and fitness/lifestyle products. Boxes are themed by activity/diet (Running, Yoga, Paleo, Boutique) and sold directly through their e-commerce site. No subscription model - available for purchase whenever customers fancy.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Fitty curates and sells themed health and fitness boxes containing 7-9 nutritional foods, drinks, and lifestyle products screened for quality (no industrial oils, hidden sugars, or unhealthy ingredients). The portfolio includes activity/diet-specific boxes: The Running Box (Women's and Men's), The Yoga Box, The Paleo Box, and The Boutique Box: Limited Edition (a Malin+Goetz collaboration). Boxes are sold directly to UK consumers through the Fitty London Shopify storefront as one-time purchases, with no active subscription.

Product overview

Fitty is a London-based health and fitness subscription box company that has evolved from a subscription model to creating quarterly sport and diet-specific curated boxes. The company curates and delivers nutritional foods, drinks, and training products to consumers' doors. Their current product portfolio includes five distinct boxes: The Boutique Box: Limited Edition (a £25 limited edition collaboration with Malin+Goetz), The Yoga Box (£32 featuring yoga and wellness products), The Paleo Box (£30 with primal/paleo diet products), The Running Box: Women's, and The Running Box: Men's. All boxes are currently sold out, with the company announcing updates coming soon. Fitty also maintains a blog providing health and fitness content including nutrition tips, workout advice, and wellness information.

Differentiator

Problem solved

Functional benefit

Products and services

• The Boutique Box: Limited Edition

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

17 partnerships are on record, tiered core and minor.

• Malin+GoetzcoreStrategic or Co-development PartnerCollaboration on The Boutique Box: Limited Edition. Luxury skincare brand Malin+Goetz provided products including eucalyptus deodorant (worth £19), grapefruit face cleanser, and advanced renewal moisturiser for the £25 box (worth over £70). Featured in changing rooms of boutique gyms and their own stores in Seven Dials and Islington.
• Core CollectivecoreStrategic or Co-development PartnerFitness studio collaboration on The Boutique Box. Included a £10 gift card for Core Collective classes and a complimentary post-workout smoothie. Core Collective was founded on the belief that 'fitness changes everything' and offers a variety of workout classes including Yoga, Lift+Row, and Stretch classes.
• Charles WorthingtonminorStrategic or Co-development PartnerFitty created bespoke boxes for the press launch of Charles Worthington's Healthy Balance haircare range. The collaboration included products from Mio, Natalia Botanicals, The Happiness Planner, Aduna, and Humble Warrior.
• Digme FitnessminorGTM or Marketing PartnerCollaborated on 'The 12 Digs of Christmas' campaign where Digme challenged clients to complete 12 workouts in December with Fitty boxes as rewards. Digme is a spin and HIIT studio with five locations across London.
• KoboxminorGTM or Marketing PartnerFitty x Kobox influencer event collaboration at this London boutique fitness studio.
• Lululemon x Net-A-PorterminorGTM or Marketing PartnerHigh-profile collaboration involving Lululemon and luxury fashion e-commerce site Net-A-Porter.
• Pandora JewelleryminorStrategic or Co-development PartnerCreated bespoke Fitty boxes for Pandora Jewellery events/launches.
• Spartan RaceminorStrategic or Co-development PartnerOfficial partnership with Spartan Race UK. Fitty created 'The Spartan Box: Edition 01' themed around obstacle racing and endurance events.
• UN1T LondonminorGTM or Marketing PartnerPartnership with UN1T London bodyweight workout studios. UN1T offers small group training sessions combining strength and cardio.
• Reach FitnessminorGTM or Marketing PartnerPartner for the Mobility For Runners workshop hosted by Rich Tidmarsh on 2nd May at Reach Fitness in Clapham, London. Workshop tickets (£30) included a Fitty Running Box.
• AthleatminorGTM or Marketing PartnerPartnership offering Fitty customers £10 off Athleat (healthy meat boxes) with code 'FITTYLDN'. Athleat provides grass-fed, ethically sourced meat.
• 1RebelminorGTM or Marketing PartnerCollaborated on the '1Rebel Retox/Detox Box' - a bespoke box for the boutique gym chain.
• Twice The HealthminorGTM or Marketing PartnerContent and product partnership with fitness duo (Hannah and Emily) who provided marathon training tips featured on Fitty's blog and promoted their Running Box.
• VITLminorGTM or Marketing PartnerExclusive offer: £79 for VITL DNA Nutrition test, promoted through Fitty's partnership channel.
• ThrivaminorGTM or Marketing PartnerPartnership offering 50% off Thriva's smart blood tests, promoted to Fitty's health-conscious audience.
• Every Second CountsminorGTM or Marketing PartnerPartnership with Every Second Counts (fitness/exercise content brand) offering 25% discount to Fitty customers.
• Various Fitness Studios (12 Digs of Christmas sponsors)minorGTM or Marketing PartnerPartner brands included in The 12 Digs of Christmas box: Live Limitless, This Works, SportFX, Boundless Activated Nuts, Tenzing, Nude Spice, Whey'd Protein, Aduna, Doctor Will's Ketchup.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Love With Food: US subscription box delivering curated healthy snacks and natural foods. Closely mirrors Fitty's product curation model of selecting better-for-you items and delivering them as a discovery experience.
• Graze: UK-based subscription service delivering portion-controlled healthy snacks, sharing geography and the curated-discovery positioning. Both brands sell curated healthy foods to UK consumers via direct-to-consumer e-commerce with a quality-curation pitch.
• Sakara Life: Premium wellness meal and supplement subscription program with similar curation philosophy (nutritionist-led, ingredient-conscious, premium positioning) and similar affluent health-conscious target customer.
• Bulu Box: US-based subscription box delivering curated vitamin and supplement samples monthly. Most directly comparable to Fitty as a curated health-product discovery box serving similar wellness-oriented consumers with similar one-time/low-commitment purchase mechanics.
• Care/of: Personalized vitamin and supplement subscription delivering curated daily vitamin packs. Comparable in ingredient-conscious curation, quality screening, and the discovery-of-better-products value proposition Fitty sells.

Broad incumbents

• The Protein Works: UK-based sports nutrition and supplement retailer supplying protein powders, energy products, and recovery items — categories Fitty curates into its boxes. Comparable as a UK health/fitness nutrition product source though operates wholesale/retail rather than curated boxes.
• Daily Harvest: Direct-to-consumer curated food subscription delivering nutritionist-designed frozen and ready-to-eat meals. Operates the same D2C curated-nutrition model at significantly greater scale.
• FabFitFun: Large-scale seasonal lifestyle subscription box covering beauty, wellness, fitness, and home products. Operates the same curated-box model at materially greater scale, with fitness/wellness crossover directly comparable to Fitty's positioning.
• Glossybox: UK beauty subscription box referenced in Fitty's Evening Standard coverage as the beauty-category equivalent. Comparable in mechanics (curated box, monthly/quarterly cadence, premium positioning) but focused on beauty rather than fitness.
• Birchbox: Pioneer beauty subscription box operating in the UK with the same discovery-and-curation value proposition. Comparable as a category-defining curated subscription box, though focused on beauty rather than fitness.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/fittybox
• Xx.com/FittyBox
• Facebookfacebook.com/fittyldn
• LinkedInlinkedin.com/company/fitty

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Fitty