5 FitTech companies to watch in the lead up to 2023

It’s no surprise that the pandemic has had a lasting impact on how consumers choose to exercise and how important it is to them. The trend of digital fitness and wellbeing has grown rapidly in the UK, including technology such as wearable devices and apps. This sector is projected to show a UK annual growth of 12.16% from 2022-2027, resulting in a projected market volume of $3.07 billion by 2027. As these trends for exercise become embedded as the go-to way for consumers, brands are need to think even more creatively about how to reach their key audiences.

Today we shine a spotlight on five fitness technology brands from the US that have used innovation to lead the sector across both markets.


Founded in 2012 in Boston, Massachusetts, WHOOP started with the mission to unlock human performance through releasing their inner potential. Available to consumers in the UK, WHOOP connects the wearable device to an app that provides the consumer with in-depth feedback, allows them to monitor health levels and provides personalised coaching.

Through years of research and spending 10 years building top-tier technology with the help of over 500 engineers, designers, data scientists and support professionals, WHOOP continues to grow by being innovative and giving in-depth insight to help users understand their bodies.


Founded in 2017 in San Francisco, California, Future offers one-to-one digital training with fitness coaches that can be accessed at home, the gym, or on the go. With a leadership team made up of executives coming from companies like Apple, Nike, Fitbit and the NBA, the platform continues to stand out. After the user picks their coach, they get access to multiple benefits. Users receive constant encouragement from consistent contact and frequent check-ins to personalised tailored plans and progress tracking.

Although the platform is currently only available to USA residents, Future is constantly looking to expand. It believes that as progress in technology, trade and diversity makes the world a smaller place, there are new opportunities to connect more people and create more partnerships.


Founded in 2014 in San Mateo, California, Moov is a fitness technology wearable that offers connection in real time to motivational coaching. Through an app, the user can get analysis on their form for the respective exercise, get coaching through workouts and insight into fitness and health metrics. Workouts range from cardio such as circuit training, boxing and indoor cycling to outdoor activities such as running and swimming.

With the mission to make fitness exciting everywhere, Moov is available to consumers in the UK as well as the US. Through constant innovation, Moov continues to excel in the digital fitness sector by utilising new science to give users more insight and a more immersive fitness experience.


Founded in 2018 in Los Angeles, California, Supernatural offers an immersive VR fitness experience that uses music, live-action coaches, destinations and movements to provide a next-level workout. Workouts range from boxing and full-body cardio to meditation and recovery. Using a VR headset and gear, Supernatural gives people the opportunity to have fun during their workout by exploring new worlds and unlocking potential.

Through a subscription-based app, users pair their Meta Quest headset (and smartwatch if desired) to gain access to immersive workouts with professional coaches, music, an inclusive community and progress tracking for a low monthly price. Although Supernatural only currently supports users in the US and Canada, it is working on being able to expand.


Founded in 2017 in New York, New York, Playbook is one of the top creator platforms for the fitness industry. Through a subscription-based app, users can gain access to over 100,000 workouts from the best content creators in fitness, sports, athletics and fitness across the world. Creators can develop and post their workouts with ease, engage their community and track their pages’ performance. Creators range from professional coaches and athletes to celebrity trainers and fitness influencers.

With the belief that fitness is the driving factor to success in life through the discipline, self-confidence and habits developed from exercise, Playbook is available to users and creators worldwide. With over 250 creators, Playbook has proven to use digital fitness trends to its advantage by growing rapidly in only a few years.

If your fitness technology brand is looking to implement a PR or social strategy in the UK, get in touch with our team of experts today.

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