10XU, the FitTech platform behind better living, today announces it has acquired 100% ownership of TrvlWell; the travel wellbeing app originally launched as a joint venture between 10XU and The Collinson Group, the global leader in loyalty, customer engagement, insurance and airport experiences. As part of the agreement Collinson has committed a further £1.5 million investment, extending its backing to the full 10XU platform. Collinson reaches over 500 million global consumers across 180 countries through an extensive network of 1,900 airport lounges and 50,000 retail and travel partners.
This group-level investment encompasses the platform behind all four 10XU brands: TrvlWell; WithU the goal-focused mobile training app; Mvmnt, the award-winning TV-first fitness app; and URUNN, the running app co-founded with Olympian Sir Mo Farah and elite marathoner Adam Clarke. The investment marks the next step in a partnership rooted in a shared conviction that wellness is a powerful tool for driving customer loyalty.
A Platform Built for Scale, Backed by a Global Industry Leader
10XU, named Europe’s fastest-growing leisure and entertainment company by the Financial Times 1000 in 2025, has disrupted the FitTech landscape to become one of the most dynamic platforms in the world. With a session completed every three seconds across 194 countries and 1.5 million workouts powered since 2020, 10XU has built a platform with proven consumer demand at genuine scale.
Collinson’s decision to invest at group level, across all four 10XU brands, gives its network of financial services partners access to a connected suite of wellness benefits spanning fitness, movement, running and travel wellbeing. For the first time, those partners can offer their customers a genuinely integrated approach to modern wellbeing, delivered through a single, proven FitTech platform.
Kaleigh Frost, CEO and Co-Founder, 10XU said: “Collinson’s decision to deepen its investment in our partnership marks a defining moment for both businesses.
“What began as an early investment has evolved into a deep strategic partnership. Together, we’ve moved beyond TrvlWell to create a broader vision: bringing integrated wellness from across the 10XU ecosystem to some of the world’s most trusted loyalty brands and their customers.
“Our mission is to help people move better, feel stronger and build momentum. Through our partnership with Collinson, we now have the opportunity to bring the full breadth of the 10XU ecosystem to its global network, combining world-class wellness experiences with unparalleled distribution. Together, we’re building a platform capable of transforming how millions of people access wellness through the brands they already know and trust.”
Collinson: Expanding a 35-Year Legacy into Wellness
For Collinson, the deal signals a deliberate expansion of its remit, building on more than 35 years of expertise in travel, loyalty and financial services to shape the next generation of benefits for its partners and customers worldwide. By investing across the full 10XU ecosystem, Collinson is signalling to clients and partners that wellness is now a central pillar of the value it delivers
David Evans, Group Managing Director, The Collinson Group, said: “The deepened investment by Collinson Investments is a vote of confidence in the power of FitTech platform 10XU and the experience economy, to transform the lives of travellers through better health and greater wellbeing
“The Collinson Group understands the connectivity of travel, health and wellness and its importance to today’s travellers. Our partnership with 10XU will enable us to bring the benefits of wellbeing to a much broader range of brands and their customers.”
10XU is the fitness technology platform behind better living. Formerly the WithU Group, 10XU builds and scales technology-first well-being brands that help people move better, feel stronger, and live with more energy. Its ecosystem, including WithU, Mvmnt, URUNN and TrvlWell, spans movement, training, recovery, travel and social sport, creating connected experiences that elevate how people feel, live and perform. Recognised by the Financial Times FT1000 as Europe’s fastest-growing leisure & entertainment company in 2025, 10XU has powered more than 1.5 million workouts since 2020 and is trusted by global organisations including Sky, Collinson, Vodafone and Visa. Through its connected ecosystem of brands, 10XU is building the future of modern well-being.
About The Collinson Group
The Collinson Group (TCG) is a family-founded and privately owned global company. It has over 35 years of experience operating across the travel, loyalty and financial services sectors. Together, the group’s five distinct operating companies create seamless, trusted, and rewarding experiences connecting people, places and possibilities worldwide. With more than 2,500 employees across 14 countries/markets and annual revenues of £2.1billion, TCG delivers innovative products and services that help our clients deepen customer engagement, build lasting loyalty, and drive meaningful good beyond profit.
chelsea@10xu.group
