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Kaleigh Frost, co-founder of 10XU, takes over as CEO as the wellbeing technology platform sets out to show people how AI-powered tech can 鈥渕ultiply what they鈥檙e capable of.鈥�

British fitness technology business 10XU has appointed its Co-founder Kaleigh Frost as Chief Executive Officer to lead the business in its next phase of growth and global expansion.

Frost takes over as the group has passed one million global users and reached profitability, after co-founding the company with serial entrepreneur Steve Clarke in 2019. Clarke, previously CEO, moves to the role of Executive Chairman.

The leadership transition marks the formal start of 10XU鈥檚 next phase as a platform business operating and scaling a portfolio of digital fitness and wellbeing products, including a joint venture with Sir Mo Farah, alongside strategic partnerships with major global brands, including Sky, Visa, Vodafone, Samsung, McDonald鈥檚 and John Lewis and Partners.

Founded originally as听WithU听Group and now rebranded as 10XU, the business was ranked the fastest-growing company in the Leisure & Entertainment category of the Financial Times FT1000 in 2025, reporting a compound annual growth rate of 245.8%. The company has raised 拢11.5m in private investment to date.

鈥淲e鈥檝e spent the past few years building with intention and focusing on substance: the products, the technology, the partnerships,鈥� Frost said. 鈥淭he next phase is about scale, and about what becomes possible with technology that can hyper-personalise wellbeing experiences and improve how we move, train, recover, and travel. That鈥檚 what 10XU means to us, multiplying what people are capable of.鈥�

罢丑别听听portfolio comprises:

WithU听鈥撎�The original听听mobile fitness coaching app, with a library of more than 2,500 trainer-led workouts.

Mvmnt听鈥撎�A TV-first fitness platform, using AI-powered real-time body-tracking technology, available via TV partners including Sky, and on mobile and web app.

TrvlWell听鈥撎�A travel wellness app developed as a joint venture with the Collinson Group, the global travel experiences company behind Priority Pass.

URUNN听鈥�听A hyper-personalised running platform co-founded with Olympian Sir Mo Farah and British athlete Adam Clarke.

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Before co-founding 10XU, Frost was Marketing Director at David Beckham Ventures, where she was part of the leadership team that oversaw the acquisition of XIX Entertainment and led the launch of Inter Miami FC into Major League Soccer.

She also drove global brand partnerships for the business, including with L鈥橭r茅al and听Unicef.

Earlier in her career, she was Growth and Strategy Lead at AKQA and Mobile5, working across accounts including Nike, PepsiCo, Chelsea FC, Renault and MTV.

Before that she helped scale Global Personals, a digital business named in both The Sunday Times Fast Track 100 and the Deloitte Technology Fast 50, and went on to found her own social-first branding agency, working with WelleCo, Manchester United and Kin Football Agency.

In 2019, she co-founded听WithU听with Steve Clarke, identifying a gap in the market for accessible, audio-first fitness coaching delivered by trusted and experienced trainers.

Clarke said: 鈥淜aleigh has shaped the direction of this company from day one. She鈥檚 an exceptional operator and brand builder, and there鈥檚 no one better placed to lead 10XU into its next phase.

鈥淭his structure plays to our strengths: she runs the business and I focus on the long-term opportunities and partnerships.鈥�

Frost added: 鈥淪teve and I have built this business as genuine partners from day one. This isn鈥檛 a handover, it鈥檚 a sharpening of focus now that we are ready to be much louder about what we鈥檙e building, and why it matters.鈥�