Mindshift Capital invests in FORTË

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Mindshift Capital, the popular UAE-based funding firm has put resources into FORTË, an exclusive answer for digitizing wellness offered at fitness centers for the most convenience. Both innovation and membership-based streaming platform, FORTË introduces equipment and programming into studios, which empower classes to be streamed live to FORTË ‘s platform, presently working in the US, Canada, and Europe.

The firm was established by Lauren Foundos, in 2015, FORTË is reforming the wellness business by giving admittance to studio classes trained by fitness specialists around the world. As a bespoke answer for the business, beforehand dependent on one or the other Zoom or Vimeo, the FORTË innovation and administration is currently being utilized by YMCA, UFC, NFL, Under Armor World Headquarters, Goodlife Fitness, The Edge, Heartcore, and many more. FORTË permits gyms to now go on the web and rival any semblance of Peleton for an on-request customer wellness administration.  Before 2020, the online wellness market outperformed $5B and has encountered outstanding development in the course of recent months across all measurements – downloads, accessibility, and income. Integral to this development is the tech empowering agents, for example, FORTE’s foundation that conveys a turnkey answer for live streaming.

“Mindshift Capital invests in exceptional female-founded companies at the forefront of innovation in their chosen field. We are very excited to add FORTË to our portfolio. Lauren clearly saw the opportunity to lead the evolution in technology in the fitness industry. She was ahead of the curve having invested six years in building this business and has been able to effectively capture the strong demand in the last year – more than 2000 providers reached out with interest in their white-labeled solution. We are proud of Mindshift’s ability to access these investments in such a competitive environment. This investment is more evidence of the high quality of deal flow that we are experiencing as a result of our gender-lens investment focus and exceptional global networks,” said  Mindshift’s Founding General Partner, Heather Henyon.

“In 2016, I left my job on Wall Street and spent the next three years developing proprietary hardware and software that would be easy for nontechnical gym owners and operators to use. Now, users tell us that we are changing their lives and making them healthier. Gym owners say we helped them save their businesses during the pandemic lock downs. Funding for female-founded ventures is historically lower than that of male-founded teams. We feel fortunate that gender-lens VCs such as Mindshift Capital exists to amplify the message that investing in women makes sense. We are proud to join the Mindshift portfolio and look forward to working together to grow the FORTË service globally, and to reach more fitness lovers in their own homes, whilst supporting independent studios and instructors via our technology,’ said Lauren Foundos, FORTË’s Founder and CEO.