Berkeley-based fitness startup Flexia raises $4m to shape the future of connected Pilates

Alexander Bente, Partner, ADvantage: "Pilates is a proven method of fitness that is universally accessible and has lasting impacts on health, wellness, and longevity. Studios, both as chains and independents, have built a large and growing base of deeply loyal users and we are convinced that the at-home delivery of that beloved Pilates experience on a reformer is destined to be the next frontier of connected fitness. In Flexia we're backing a profoundly passionate team armed with uniquely strong technical and engineering expertise, driven by a desire to create a standout user experience." 

Alexander has joined the board as part of the financing round. Flexia aims to disrupt the traditional Pilates market, which in the U.S. alone has over 10M dedicated practitioners. Additionally, reformer classes were 2021's fastest growing studio experience in the US.

Jordan Fliegel, Managing Director, Techstars Sports: "I remain extremely bullish on the category of connected fitness, with prior investments in category leaders like Fight Camp (boxing) and Ergatta (rowing) and believe that Flexia will build the category leader in the Pilates vertical. Having worked closely with Kaleen and the team throughout their journey from concept through our Techstars Sports Accelerator last year, we know this is the right team to pull it all together and have been really impressed by their progress to date."

Equipped with multiple sensors, the Flexia Reformer uses AI to provide real-time feedback and personalized recommendations to help users reach their fitness and wellbeing goals. The reformer is complemented with a dedicated online studio enabling users to stream content from a variety of renowned Pilates Instructors.

Kaleen Canevari, Founder and CEO, Flexia: "We believe that mindful movement is integral to creating and sustaining an active lifestyle. Our goal for Flexia is to eliminate the common barriers of Pilates with our first of its kind reformer and connected studio, utilizing the most innovative technology on the market to create a truly interactive experience."

The Seed round has positioned Flexia to ship the first units to customers, expand the content library, and further develop a personalized Pilates experience. The Flexia Reformer retails for $3,495 and is available for purchase on FlexiaPilates.com with an estimated shipping time of 4-6 weeks. Financing is available through Klarna.

www.flexiapilates.com