Australian connected strength startup Vitruvian raised $15M in a Series A round from Larsen Ventures and Ten13.
With the new funding, the AI-enabled fitness bench maker will enter the US market.
What’s Your Bench
Designed for smart resistance training, handles and bar attachments connect to high-tech motors inside Vitruvian’s carbon fiber platform, capable of creating 440lbs of resistance.
Claiming to be your “trainer, spotter, and diary in one,” the company’s hardware, AI software, and digital content bundle all sync. When you work out, an algorithm begins learning your weights, ranges, and physical limits, adapting to your personal fitness level and reducing the risk of injuries.
With intelligent weight-loading and rep tracking, Vitruvian emphasizes progress and performance. And with an app that logs every rep, as well as delivers workout programming, users receive a turnkey strength training experience.
In Australia, that type of value has been popular. Its original model, the V-Form Trainer, sold out after launching in November 2020. Its next generation, the Trainer+ launched last November across additional markets in Asia and Europe and sold out in three months.
After reopening sales again early this April, Vitruvian is once again on back-order. Following its Series A, the company will seek to scale up its production capabilities to meet demand, including American interest.
Smart strength is already booming in the US.
Its biggest challenge, Vitruvian will attempt to go up against Tonal, the frontrunner in connected strength equipment.
Across the category, the competition is fierce.
- Tempo, MIRROR, JAXJOX, and Peloton’s Guide offer systems with motion-tracked free weight workouts paired with fitness screens.
- A similar form factor, Arena’s motorized fitness box fetched $5.2M in a seed round last year, including investment from Technogym and Equinox execs.
- On the sports performance and eccentric training side, OxeFit and Speede Fitness are scaling up.
Takeaway: Despite downturns for equipment makers like Peloton, connected fitness keeps growing. Giving chase, Vitruvian will encounter new challenges and a long list of competitors in the US.