FitLab Raises $15M, Acquires Fitplan, Ragnar, and Electric


An integrated operating company of performance lifestyle brands, FitLab raised $15M in Series A funding.

Adding to its new growth capital, the company has acquired digital fitness app Fitplan, adventure running series Ragnar, and action sports brand Electric.

Investors in the latest round include Two Styx Capital, Cava/Capital, Snoop Ventures, Audie Attar of Paradigm Sports Management, and Courtney Reum of M13.

Hybrid Fitness

Founded in 2019 by former Nike and New Evolution Ventures executives Brian Kirkbride and Mike Melby, FitLab develops and acquires companies that leverage iconic athletes and hybrid fitness experiences.

Partnering with the husband-and-wife team of pro surfer Laird Hamilton and pro volleyballer Gabby Reece, FitLab launched the XPT training system. Teaming with UFC champion Conor McGregor, the company introduced combat training-focused McGregor FAST.

FitLab’s latest acquisitions expand its platform of fitness studios, digital experiences, and mass participation events:

  • Fitplan, a digital training app with 3.4M users and coaches like Rob Gronkowski, Jen Selter, and Alex Rodriguez.
  • Ragnar, an overnight running relay series that hosts more than 100K participants each year.
  • Electric, a performance sportswear brand, apparel maker, and eCommerce company.

According to co-founder Brian Kirkbride, these new additions strengthen FitLab’s integrated offering and omnichannel strategy to create “truly holistic, immersive, connected experiences across the fitness continuum.”

Looking Ahead

Next up, FitLab plans to debut a series of connected fitness studios, complete with performance tracking capabilities. Adhering to its hybrid focus, each studio will have a corresponding at-home offering and event series, creating a seamless customer experience.

Get the latest health and fitness industry news

Keep up with industry news, trends, investment activity, and job openings — in one weekly newsletter.

    No thanks.