48. ROXFIT ROXFIT helps HYROX athletes train smarter using an app that tracks workouts, monitors performance, and provides insights to improve results. Written by Helena Young Sponsored by Sage Published on January 12, 2026 About the Startups 100 Now in its 18th year, the Startups 100 is the definitive list of the most promising new UK businesses. There's no fee for entry or for inclusion in our index. The Startups team of new business experts judge all our top 100 entrants in collaboration with specialist industry consultants. See our guide to this year’s hottest new businesses and most exceptional founders in the complete 2026 Startups 100 index. Founders: Joey Allott and Ben WilsonYear founded: 2024Website: ROXFITThere are thousands of fitness apps out there, but very few have been designed specifically to help athletes train for HYROX. This is despite the hype around the major fitness racing competition, which saw around 90,000 people competing in events around the world in 2024.When embarking on HYROX training themselves, Joey Allott and Ben Wilson found that there was no way to track and analyse their performance. Having experienced this notable gap in the market, the pair set out to launch ROXFIT – a workout tracking app built specifically for athletes training for HYROX-style events.Athletes can use the platform to build or select pre-built workouts, set targets, and sync them with their Garmin or Apple Watch. From there, they can track station and transition splits, monitor their heart rate, and analyse their performance, including trends over time.“There is not another app in the space offering the tools we do to athletes. We’ve managed to create tech that allows you to track complex splits in fitness,” explains Allott.But with just an idea and little money to begin with, Allott and Wilson found it difficult to get things off the ground, especially with both working full-time jobs. Still, with relentless determination and resilience, the duo went on to secure impressive funding from both angel investors and venture capitalists – raising a total of £800k in May 2025. There is not another app in the space offering the tools we do to athletes. We've managed to create tech that allows you to track complex splits in fitness. The ROXFIT app also gained over 150k users within just 12 months of launching, and was listed as one of TechRound’s top HYROX training platforms.Now, Allott and Wilson are sprinting towards a promising future for ROXFIT. They’ve plans to put the funding towards further product development, and firmly establish themselves within the booming HYROX community.With tailored tracking, a growing user base, and a clear vision, ROXFIT is truly changing the game for HYROX athletes – helping them to train smarter, improve their performance, and crush their goals.View the full Startups 100 Index for 20261. Omnea2. HIVED3. MAGIC AI4. OXCCU5. Lightyear6. Neuranics 7. Hormona8. Burbank9. Better Dairy 10. Lenkie Technologies11. Userled12. Hoxton Farms13. Rensair14. PulpaTronics15. TradeKart16. 32Co17. Carmoola18. cheqd19. Sightline Analytics20. Adamo Foods21. Bold Bean Co22. Beams Renovation 23. Pan Galactic24. Capi Money25. Spotted Zebra26. ANTHROTEK 27. Unravel28. Perci Health29. Untap Health30. Hair Syrup31. Connect Earth 32. spacebands 33. Unfabled34. Lightning Reach35. STOCKED36. Embeddable37. XR Therapeutics38. Literal Labs39. Scooch40. Openr41. Fibe Limited42. Inicio AI43. Peachies44. Better Nature 45. Ctrl Alt46. Resting Reef47. Nila48. ROXFIT49. Finmile50. NavLive51. Volunteero52. Inntelo AI53. Zonova54. A&B Smart Materials55. Ethicronics56. Treeapp57. kennek58. Soil Benchmark59. Vox Aeris60. Asan Cup61. Nuuri62. Mindstone63. MYNDUP64. Enbiosis Biotechnology65. JUX Food66. Danu Robotics67. Wylde Market68. Air Aware Labs69. Mimicrete Ltd70. ALYVE71. Happl72. Living Things73. Grub Club Pets74. Mealia75. PetProov76. Lylo Products77. Chest78. ZIM Connections79. Uptime Labs80. Teal81. Zero Fintech82. Micro Thermal Energy 83. Kanjo 84. Merlin Cloud85. My Skin Feels86. Eleria87. Cashblack88. RevvedUp89. Cosysense90. SuperFi91. Loom92. Legacy Compass93. Meshed94. SWURF95. Main Squeeze96. Sampl Technologies97. Over the Moo98. Pioneering People99. Bikebook100. Recondition Share this post facebook twitter linkedin Tags 2026 Written by: Helena Young Deputy Editor Helena is Deputy Editor at Startups. She oversees all news and supporting content on Startups, and is also the author of the weekly Startups email newsletter, delivering must-know SME updates straight to their inbox. From interviewing Wetherspoon's boss Tim Martin to spotting data-led working from home trends, her insight has been featured by major trade publications including the ICAEW, and news outlets like the BBC, ITV News, Daily Express, and HuffPost UK. With a background in PR and marketing, Helena is particularly passionate about giving early-stage startups a platform to boost their brands. That's one reason she manages the Startups 100 Index, our annual ranking of new UK businesses. Sponsored by: Sage Startups 100 Index Sponsor 2026 Sage exists to knock down barriers so everyone can thrive, starting with the millions of Small and Mid-Sized Businesses served by us, our partners and accountants. Customers trust our finance, HR and payroll software to make work and money flow. By digitising business processes and relationships with customers, suppliers, employees, banks and governments, our digital network connects SMBs, removing friction and delivering insights. Knocking down barriers also means we use our time, technology and experience to tackle digital inequality, economic inequality and the climate crisis.