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 “multiply what they’re capable of.”
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’s 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’s and John Lewis and Partners.
Founded originally as WithU 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 £11.5m in private investment to date.
“We’ve spent the past few years building with intention and focusing on substance: the products, the technology, the partnerships,” Frost said. “The 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’s what 10XU means to us, multiplying what people are capable of.”
The 10XU portfolio comprises:
WithU – The original mobile fitness coaching app, with a library of more than 2,500 trainer-led workouts.
Mvmnt – 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 – A travel wellness app developed as a joint venture with the Collinson Group, the global travel experiences company behind Priority Pass.
URUNN – A hyper-personalised running platform co-founded with Olympian Sir Mo Farah and British athlete Adam Clarke.
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’Oréal and 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 WithU with Steve Clarke, identifying a gap in the market for accessible, audio-first fitness coaching delivered by trusted and experienced trainers.
Clarke said: “Kaleigh has shaped the direction of this company from day one. She’s an exceptional operator and brand builder, and there’s no one better placed to lead 10XU into its next phase.
“This structure plays to our strengths: she runs the business and I focus on the long-term opportunities and partnerships.”
Frost added: “Steve and I have built this business as genuine partners from day one. This isn’t a handover, it’s a sharpening of focus now that we are ready to be much louder about what we’re building, and why it matters.”
