Fitt, a digital platform that highlights local fitness and wellness options for consumers, has closed a round of funding led by Mountain State Capital. Riverfront Ventures and prior backer TNC Ventures also participated, as did wellness business management software company MINDBODY, which is coming on board as a strategic partner.
The startup did not specify the value of the raise.
WHAT THEY DO
Fitt’s primary web and mobile platform was founded in 2017 as a way to provide health and fitness coverage or recommendations that are localized to a reader’s location. These updates and profiles are put together by contributing writers from 31 cities in the U.S., Canada, the UK and Australia, and range from healthy or vegan-friendly restaurant recommendations to an events calendar of group classes, races or other fitness gatherings.
Additionally, the startup noted in its announcement the recent launch of Fitt Insider, a second publication that it positions as more industry-focused. These are published on a separate website, in a weekly newsletter and through a podcast.
WHAT IT’S FOR
Fitt noted that the funding will fuel new reader content, covered locations and additional features for the company’s platform.
“With support from an incredible strategic partner in MINDBODY, we’re focused on providing even more value for users with features like fitness class registration, event booking and more,” Anthony Vennare, CEO and co-founder of Fitt, said in a statement.
Booking features would bring Fitt into competition with the plethora of fitness class platforms already enjoying big raises from investors interested in the consumer wellness market. Among these are ClassPass, which raised $85 million last year and acquired GuavaPass in January to boost its international push. Gympass recently raised $300 million for a similar service, although this one primarily looks to partner with employers and wellness plans to disseminate its fitness class credits.
ON THE RECORD
“We continually look for innovative ways to bring wellness experiences to local communities worldwide and our strategic investment in and partnership with Fitt exemplifies this,” Josh McCarter, president of MINDBODY, said in a statement. “MINDBODY continues to play an outsized role in the discovery and delivery of wellness services and activities through its investments. We believe this partnership, along with the MINDBODY app, can effectively meet the wellness needs of a growing group of health-conscious consumers.”