Mike Melby

Co-Founder & Co-CEO

2019 - Current

FitLab Inc. is a performance lifestyle company. We build hybrid fitness experiences & related commerce offerings in partnership with iconic athletes & brands for next-generation consumers. Our brand portfolio includes Nike Studios, Racked, Ragnar, XPT, McGregor FAST, Electric, RPM, Momentous, Yoga Vida, Sanctuary Fitness, Fitplan, Freeletics, Spartan FIT, and more to come.

Managing Partner

2016

FitLab VC is a venture studio & fund, focused on fitness & sport lifestyle.

Co-Owner

2023

Co-Executive Chairman

2024

Assault Fitness was founded in 2004, and designs, manufactures & supplies the products that fitness enthusiasts around the world love to hate — the AssaultBike, AssaultRower & AssaultRunner. Assault is the leader in non-motorized (human-powered) cardio equipment, and their products are utilized by athletes across professional sports organizations, CrossFit & the U.S. military, in addition to torturing everyday fitness enthusiasts.

Investor & Board Member

2018

Freeletics is the leading digital fitness platform in Europe and already becoming a global athletic lifestyle brand.

Co-Executive Chairman

2020

Electric is a sport lifestyle accessories company that has been a leading brand & voice in action sports for 20 years.

Co-Executive Chairman

2021

The world’s largest outdoor adventure running series.

Co-Executive Chairman

2017

XPT, Extreme Performance Training™, is a performance lifestyle company, founded by Laird Hamilton & Gabby Reece.

Co-Executive Chairman

2019

Inspiring movement by creating quality products and apparel, designed to help athletes & adventurers everywhere improve performance and ultimately get more enjoyment out of the activities they love.

Investor & Former Board Member

2019

Momentous engineers premium nutritional performance products. Products are all NSF Certified for Sport and preferred in many NFL, NBA, NHL, and NCAA locker rooms.

Co-Executive Chairman

2021

The leading fitness creator app.