Maven VCTs invest in remote health and fitness coaching platform, FITR.

Maven VCTs invest in remote health and fitness coaching platform, FITR.

London, 2 December 2025: Maven Capital Partners, one of the UK’s most active investors in high growth companies, has completed an initial £1.5 million investment in the London-based HealthTech business, FITR.

FITR is a premium fitness training platform designed to help coaches and fitness professionals build, manage and scale their businesses. The platform enables seamless communication and engagement with clients, helping to deliver tailored plans and monitor client progress. Its integrated payment and scheduling tools also enable coaches to sell their services and manage subscriptions within a single, easy-to-use system at scale.

Online remote coaching continues to grow rapidly, fuelled by increasing demand for convenience, personalised fitness and nutrition, and the widespread adoption of wearable technology. Despite this momentum, many coaches face persistent challenges when it comes to scaling a sustainable business, with many still relying on messaging platforms and social media to manage their services, which lack the structure, automation and the business functionality needed to run a professional coaching operation.

FITR's purpose built, feature-rich platform has helped coaches grow from a handful of clients to hundreds, and in some cases thousands, helping coaches reach higher volumes of clients without geographic restrictions.

The global digital health coaching industry is large and is projected to reach $13.8 billion by 2026. The UK alone accounts for 8% of the global market and it is estimated to grow at a CAGR of circa 13% until 2030 (Source: grandviewresearch.com).

FITR powers a rapidly expanding, six-figure global user community and a diverse roster of world-class coaches, elite athletes, leading social-media creators, nutrition specialists, and physiotherapists. Trusted by standout industry names such as HWPO and five-time CrossFit Games champion Mat Fraser, FITR has become the premium platform for coaches delivering exceptional training experiences at scale. Operating across key markets in the UK, Europe, North America, and the APAC region, FITR continues to expand its international footprint and set the industry standard for premium coaching.

The funding from the Maven VCTs will enable FITR to invest in its sales and marketing, grow its headcount, and increase spend in technology development to further enhance the product offering and speed of new feature development.    

Rebecca Minchella, Investment Manager at Maven, said: "We are delighted to have secured this off-market opportunity for our VCTs to back a profitable and fast growing HealthTech business, led by an impressive management team. The platform is addressing a clear market need and is well invested with a strong tech stack and feature rich offering, with exciting new features to be announced shortly. FITR has proven its core business model, and we are confident that with our capital and support we can help the senior leadership team deliver on their ambitious growth objectives.”

Leon Cassidy, Founder and CEO at FITR, added: “We’re thrilled to have Maven on board as we enter our next phase of growth. Maven showed genuine enthusiasm and belief in what FITR is building, and we see them as an outstanding partner who shares our vision. This investment will allow us to accelerate product development, expand our team, and amplify our marketing efforts as we continue to scale and deliver a premium platform and app for the industry.”