One of the UK's highest-rated fitness platforms, Fiit has 90k+ live subscribers and partnerships with brands including Sky, Samsung and The Gym Group. They're raising to launch a new range of connected equipment, grow their community via new features and develop more world class workouts.

  • The Fitness App industry is worth c$13.5bn globally and growing at 30% annually
  • The Fiit App has been downloaded over 1m times since launch
  • Revenue growth of 800%+ between 2019-21 ('21 Rev: £6.8m, EBITDA: -£4.1m)
  • Investors JamJar, EXOR Seeds and Connect Ventures


4/5 leading risk factors to death are due to lack of exercise. Fiit was founded by three fitness fanatic/tech entrepreneurs on a mission to make exercise a habit for every body.

Launching in 2017, Fiit's created an industry-leading app with on-demand access to world class trainers. And recently, the world’s first interactive AssaultBike workouts.

Keeping connectivity at Fiit’s core, our chest strap tracks heart rate, kcals, reps, and lets you study your progress, train with mates and push harder.

We’re hell-bent on helping members level up – making quality fitness convenient, efficient and (to throw an unexpected word at you) moreish.

People are hungry for a digital and physical product. The fitness app market is worth $13b, with forecasts of $30b by 2025. And with Fiit named ahead of Peloton and Apple Fitness+ by Men’s Health and Wired, we’re in a strong position.

We’ve seen 1mil+ downloads, 8mil+ completed classes, signed with Sky, Samsung and Amazon, and welcomed users in 200 countries.

This raise would help grow our community and bring them with us while we keep developing connected equipment and mat classes.

Our members are the heart of our mission. And last year they were one of the UK’s most active online fitness communities.

So we’re inviting you to join our community, invest in our future and help us make fitness a habit for every body.


We are a world class team of fitness and tech fanatics that saw the tidal wave of digital disruption coming to the fitness industry. With backgrounds in tech and production, Fiit is the perfect opportunity to apply our working knowledge with our passion.

Daniel Shellard, CEO & Cofounder

Entrepreneur who started his career at Google, before co-founding Qubit. As COO, Daniel helped to grow Qubit to 300 employees and raised $76m before a sale to Coveo in 2021. 576 Fiit Workouts.

Ian McCaig - CMO & Cofounder

The heart and soul of Fiit, ex-Google and co-founded Qubit with Daniel, helping the company win some of the largest e-commerce clients in the world. Henley Regatta winner and, in 2019, was the second Brit to finish the brutal Marathon Des Sables, that year. 430 Fiit Workouts.

Sammi Adhami - COO & Cofounder

The architect of Fiit’s content and an international sales professional. Sammi has completed a half Ironman. 689 Fiit Workouts.

Kerry McClelland - CFO

14 years of Capital Markets & Private Equity experience from HSBC and Europa Capital. An ex international netballer, as well as triathlete and fitness enthusiast. 308 Fiit Workouts.

Adrienne Herbert - Director of Innovation (part time)

Wellness professional, international TEDx speaker, Podcast Host, and Author.