FitLab

FitLab is a venture studio and fund specializing in human performance, collaborating with iconic athletes and proven entrepreneurs across various investment stages, from incubation to growth. The firm adopts an active operational approach, leveraging its extensive global network in sports and fitness to accelerate the validation and distribution of category-defining companies. Through strategic partnerships and acquisitions, FitLab has established a diverse portfolio of brands, including Assault Fitness, Electric, RPM, XPT, Sanctuary Fitness, Racked, Ragnar, Fitplan, McGregor FAST, and Yoga Vida.

The firm's investment strategy encompasses a wide range of stages, from seed to growth, focusing on sectors such as fitness, wellness, consumer goods, and technology. FitLab's approach is characterized by its commitment to integrating fitness studios, mass-participation events, and premium equipment into a cohesive platform that addresses the fragmented nature of the fitness industry. This integration aims to provide a comprehensive solution for members to achieve their fitness goals while driving greater monetization for the business.

FitLab's track record includes significant partnerships and acquisitions, such as a groundbreaking collaboration with Nike to own and operate Nike-branded fitness studios, with rights to host events. The firm has also secured substantial funding, including a $65 million financing from Atlas Credit Partners in March 2024, intended to acquire a fitness equipment manufacturer and further integrate aspects of the fitness journey. With offices in multiple U.S. locations, FitLab continues to expand its influence in the fitness and wellness sectors, striving to redefine the wellness experience for modern consumers.