Fitness tech startup Strive raises $6M with backing from NFL Pro Bowler

Photo: Jonathan Taylor, a star running back with the Indianapolis Colts, was among the investors in Bothell startup Strive's Series A round.

Bothell-based fitness tech startup Strive has raised a $6 million Series A round.

The round, announced Wednesday, included backing from NFL Pro Bowl running back Jonathan Taylor of the Indianapolis Colts. Troy Smith, former Ohio State quarterback and Heisman Trophy winner, also participated in the round.

“We are exceptionally proud of our track record of helping athletes and teams optimize performance, but that is just the tip of the iceberg,” Nikola Mrvaljevic, founder and CEO of Strive, said in a news release. “We will use this funding to advance our work with some of the world’s greatest athletes, while building out new use cases that will help Strive achieve significant growth and scale.”

Strive aims to help users improve muscle performance. The startup says it makes sensors that can fit into compression clothing and analyze strength and function. The goal is to not only help athletes hit their goals but also to help them avoid injury. The startup counts among its clients the Baltimore Ravens, Kansas City Chiefs and the U.S. Air Force, among others. On its website, the product is listed as having a waitlist.

Future Communities Capital led the round, while SeaChange Fund, SeedtoB Capital, Jas Ventures, Gaingels, Founders First, Macnica Investment Partners, Fama Ventures, Biosphere Investment Group and Thinkuvate participated. Future Communities has invested in Lyft, SpaceX and Palantir.

Taylor led the NFL in rushing yards and rushing touchdowns last season. In college, he was a unanimous All-American twice. Smith, meanwhile, won the Heisman Trophy in 2006 and was a unanimous All-American that same year.

“As a professional athlete, I’ve used countless technologies to help me find an edge. Strive is the first one that has helped me understand my physiological strain, fatigue, and efficiency, which helps me play faster and stronger,” Taylor said in a release.



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