Joey Allott is Co-Founder and CMO at ROXFIT, an AI-powered training platform for hybrid fitness athletes serving over 260,000 users across 185 countries.

Joey played rugby union at county level for Yorkshire and internationally for England County U20s, then worked in marketing at Runna (acquired by Strava) and co-founded A2 Functional Fitness with his brother.

Joey holds a CIM Certificate in Professional Marketing with distinction and studied Sport Science and Business Management at Loughborough University. He previously worked in marketing in the live events industry for 6-7 years.

ROXFIT raised 800K pre-seed in May 2025 and 1.9M seed in March 2026 led by DSW Ventures, growing from 80,000 to 260,000 users in 10 months. The platform was recognized in Startups 100 2026 and gained 150,000+ users within 12 months of launch.

ROXFIT provides AI training tools, race analytics, and smartwatch integration for the rapidly expanding HYROX community, which grew from a few hundred competitors in 2017 to over 1.3 million predicted in 2026. Joey leads marketing strategy and has helped drive strong organic growth across global hybrid fitness communities.