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Strive Raises $6 Million in Series A Funding With Colts’ Jonathan Taylor Among Investors


Tom Friend

Strive, which uses sensor-embedded clothing to both monitor and maximize athlete performance, has raised $6 million in Series A funding that was led by Future Communities Capital.

The Indianapolis Colts’ All-Pro running back Jonathan Taylor also invested in the muscle-data company, which intends to direct the funds to its sales and marketing team to try to scale growth of its athlete and military consumers and to increase its presence in the industrial sector.

Other investors included former Heisman Trophy winner Troy Smith, the SeaChange Fund, SeedtoB Capital, Jas Ventures, Gaingels, Founders First, Macnica Investment Partners, fama Ventures, Biosphere Investment Group and ThinKuvate. The managing director of Future Communities Capital, Rohit Gupta, has also been named to Strive’s board of directors.

Strive’s innovative sensors—typically integrated into compression shorts—utilize electromyography technology to track the movements of an athlete’s hamstrings, glutes and quadriceps as a way to quantify load management and muscle fatigue. Teams such as the Baltimore Ravens and Kansas City Chiefs of the NFL; Leicester City and Manchester City of the English Premier League; the Dominican Republic national baseball squad; and the University of Kentucky men’s basketball program endorse and use the platform. Les Spellman of Spellman Performance also used the Strive smart apparel to help players train for the NFL Scouting Combine.

As far back as 2018, Strive developed compression shorts with a pod connected to the waistband, complete with ECG, EMG, GPS, accelerometer and gyroscope technology. Since then, CEO Nikola Mrvaljevic has focused on muscle data, and the company has teamed with Kinexon to better analyze muscle recovery.

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