OxeFit
Smart strength still has a lot to learn.
Big lift. OxeFit, makers of high-tech strength equipment, secured $17.5M, including backing from [solidcore] founder Anne Mahlum and entrepreneur Dave Asprey.
Raising over $70M to date, it will now pursue AI workout upgrades.
Upgrading. OxeFit’s at-home XS1 system enables 280+ strength and Pilates exercises, while the heavier-duty XP1 targets weight rooms and sports rehab clinics — accounting for 65% and 35% of revenue, respectively.
With sales reportedly doubling, CEO Rab Shanableh plans to elevate the experience with AI, including a coach and gamified competition modes.
Holding Strong
With strength training staying hot indefinitely, the category is recalibrating to reach more users.
- Buying OxeFit rival Speede in May, Hydrow plans to unveil a strength product next year.
- Echelon launched a connected strength system last fall with a focus on B2B sales.
- EGYM extended its ecosystem of products and software while raising $200M for growth.
Elsewhere, Peloton pivoted from at-home device Guide to Strength+, an app for in-gym use, while Tonal is pursuing AI and commercial partnerships with a new CEO.
Punchline: Smart strength hasn’t broken through, but the hardware isn’t at fault. As demand for instruction surges, operators reimagining weight training’s UX will remain strong.
