Ambit represented Czech fitness app Fitify in negotiating a USD 2.5 million venture capital investment from Reflex Capital.
Czech fitness app Fitify had been entirely self-funded since its founding in 2018. Its first funding round was a USD 2.5 million investment, approximately CZK 56 million, from Ondřej Fryc’s fund Reflex Capital, announced in January 2023. The funding was intended primarily to support an initial team of trainers and further development of the platform.
From student project to millions of users
Fitify was founded by Martin Mazanec (CEO) and Matouš Skála (CTO), who met while studying at the Faculty of Information Technology at the Czech Technical University in Prague. It began as a student project developed remotely. The founders initially built several standalone fitness apps, gradually combining them into a single platform offering personalized workout plans, bodyweight and equipment-based exercises, and instructional videos.
At the time of the investment, Fitify had more than 20 million registered users in over 180 countries. According to Reflex Capital, the company was already generating millions of dollars in revenue without external funding.
Funding for trainers and platform development
According to the Forbes report, the investment proceeds were intended primarily to support an initial team of highly skilled trainers and further development of the platform. Fitify also launched Fitify Plus, a service connecting users with a professional trainer for USD 99 per month. The trainer discusses the client’s goals and adjusts their plan each week. The United States remained the primary market.
Fitify’s subsequent developments
In 2024, Fitify introduced a virtual AI coach built on large language models. According to Martin Mazanec, the company’s revenue grew at a high double-digit rate year over year that year. In August 2025, Fitify reported more than 25 million users and expanded its AI coach to include meal photo analysis and physique tracking using a phone camera.
