Fitplan raises $4.5 million, partners with baseball all-star Alex Rodriguez


Vancouver and Los Angeles-based personal training app Fitplan Technologies, has raised $4.5 million from a group of investors that included baseball all-star Alex Rodriguez and fitness mogul Mark Mastrov.

“We built Fitplan to be the home for the world’s best trainers, athletes, and fitness personalities.”
– Landon Hamilton, Fitplan

Along with Rodriguez’s investment firm A-Rod Corp, the round was led by VC firm Corazon Capital. The round also saw participation from existing investors Lerer Hippeau, Bullpen Capital, Imaginary, and Advancit Capital. Fitplan said this latest investment will be used to accelerate product development and add more athletes as fitness personalities to its platform, including Rodriguez, who along with investing in the company, has also signed a partnership to join Fitplan’s roster of fitness personalities.

“We built Fitplan to be the home for the world’s best trainers, athletes, and fitness personalities, so it was a perfect fit for Alex [Rodriguez] to join,” said Landon Hamilton, Fitplan co-founder and CEO. “Alex has also already been instrumental in helping us line up even more amazing athletes for Fitplan. We can’t wait to launch those athletes’ Fitplans in the coming months.”

Founded in 2016 by Canadian nutrition and fitness experts Hamilton and Cam Speck (Fitplan’s current president), the startup aims to provide users with tailored fitness plans from influencers, athletes, fitness models, cancer survivors, bodybuilders, wellness coaches, gym owners, and parents. Workouts on the startup’s platform range from 20 minutes to more intense 90-minute workouts, and can include extended multi-week plans. The startup raised $6.2 million CAD in July 2018.

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“Personal training with the world’s elite trainers often costs upwards of $250 per hour,” said Speck. “With Fitplan, for as little as $8 per month, our members can work out with the world’s best collection of trainers anytime at home, outdoors, or in a gym.”

Rodriguez, a 14-time MLB all-star, three-time American League MVP, and World Series champion, also founded A-Rod Corp, which launched with a real estate lean, but later broadened to include assets across a wider array of sectors, including tech, wellness, media and entertainment, and consumer goods. Mastrov is the founder of 24 Hour Fitness and a part-owner of the Sacramento Kings. Mastrov has previously partnered with Rodriguez on other business ventures.

“I’ve worked out with the best trainers in the world, and Fitplan has put together the best collection of trainers in one place that I’ve ever seen,” said Rodriguez. “I’m also really excited to invite all Fitplan members to work out with me, so I’m launching my own Fitplan on the platform applying the routines that I’ve used in my workouts over the last 25 years.”

Image courtesy Wikimedia Commons

Isabelle Kirkwood

Isabelle Kirkwood

Isabelle is a Vancouver-based writer with 5+ years of experience in communications and journalism and a lifelong passion for telling stories. For over two years, she has reported on all sides of the Canadian startup ecosystem, from landmark venture deals to public policy, telling the stories of the founders putting Canadian tech on the map.

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