Fitness Startup OxeFit Gets Backing From Dak Prescott And Other NFL Stars

AI-Powered fitness start up OxeFit said Wednesday that the $12.5 million it raised in an investment round included investments from star athletes Dak Prescott, Jason Witten, Dez Bryant and Blake Jarwin, as well as Denver Broncos wide receiver Demaryius Thomas. Prescott and Jarwin are current Cowboys players. Witten and Bryant are former Cowboys stars.

The company has yet to premiere its first AI-powered exercise equipment but plans to do so sometime in February. It isn’t even revealing what the physical product looks like just yet, according to company spokesperson Maret Montanari. But based on the product’s description, it places it in a category of digital gym equipment with Mirror — a home fitness company bought by LuluLemon in June for $500 million — and the wall-mounted resistance gym offered by Tonal.

Former Dallas Cowboys Dez Bryant (right) and tight end Jason Witten (left)

OxeFit’s forthcoming products are called the XP1 and XS1. They’re advertised as robotic fitness platforms that allow users to work out with data-driven fitness programs and compete virtually with professional athletes and other users through an integrated online ecosystem called OxeLife.

“As a professional athlete currently rehabbing from a significant injury, I see the unbelievable opportunity OxeFit affords athletes and their physicians and trainers to cater activities to their specific needs,” Dak Prescott said in a statement.

OxeFit has 50 employees evenly split between its offices in Plano and Pensacola, Fla. The company said both locations are growing.