Redmond-based fitness tech startup JaxJox has added former NFL star Vernon Davis as an investor and a brand partner.
The move, announced Thursday, comes less than a month after four-time Olympic gold medal sprinter Michael Johnson joined JaxJox's advisory board. The company is adding star partners as it seeks to compete in a crowded home gym space that already includes big names like Peloton and NordicTrack.
"Free weights are about 90% of strength training that people do, and we are the only company that has the technology to be able to track free weights and have that connected strength offering," said Stephen Owusu, co-founder and CEO of JaxJox. "Although it feels a little bit crowded, I think we are very unique because we are not another bike. We are not competing with Peloton. A Peloton customer can also be a JaxJox customer."
JaxJox didn't disclose the size of Davis' investment. Davis played tight end in the NFL for 14 years, mostly for San Francisco and Washington, and he made the Pro Bowl twice. He won a Super Bowl with the Denver Broncos during the 2015-2016 season. Davis was one of the first JaxJox users, according to the company. In addition to his investment, Davis will create workouts and participate in live Q&As.
JaxJox Inc. launched in 2016. The home gym comes with adjustable kettlebells and dumbbells, a rotating touch screen and a vibrating foam roller. Users can also take coach-led classes through the touch screen, and the gym tracks data like reps, sets and power that users are generating.
"I am investing my talents and resources in JaxJox because I believe free-weight training is one of the most versatile and effective ways to work out," Davis said in a release. "JaxJox reimagined traditional weights to maximize at-home workouts."
Owusu previously ran fitness for the British retailer Tesco before founding JaxJox. According to Owusu, JaxJox is currently sold directly to consumers both through the company's website and retail partners like Dick's Sporting Goods Inc., but JaxJox plans to eventually reach consumers through commercial partnerships like gyms and hotels.
