Dak-backed Plano startup OxeFit launches home gym to compete with Tonal and Peloton

Plano-based fitness technology startup OxeFit, backed by a roster of pro athletes that includes Dallas Cowboys quarterback Dak Prescott, has launched its first-ever consumer product called the XS1.

OxeFit’s fitness products combine artificial intelligence, advanced robotics and online coaching for a total body workout. The XS1 sets itself apart from other smart-home fitness products in that it emphasizes its strength training capabilities. It features a rolling bench, a squat rack, a 32-inch touchscreen, up to 250 pounds of weight resistance from the base and 140 pounds from the rack.

The XS1 comes with a subscription-based digital training program that starts at $40 per month. The smart gym setup itself runs a cool $6,300 for the base model and as much as $7,400 for the highest-tier setup that includes strength training, Pilates, cardio and rowing. OxeFit offers payment plans that start around $130 per month.

And it’s large, as one might anticipate a strength-training platform would be. The setup weighs 300 pounds and covers a roughly 6-by-9-foot space.

OxeFit’s signature feature that Shanableh believes sets it apart from any other smart home gym equipment on the market is the technology in the base of the machine, which he refers to as force plates. Sensor plates detect the pressure placed on it by the body and can provide real-time data visualizations that help correct form, maximize each rep and avoid injuries.

“It’s pure science,” OxeFit co-founder and CEO Rab Shanableh told The Dallas Morning News, describing the OxeFit XS1 as a full replacement for both a gym membership and personal trainer.

“One of the things that people typically miss during their exercise is issues with their balance or potential injuries that can come up in a typical strength training approach where you want to lift more and do it faster,” Shanableh said.

The company manufactures the consumer-focused XS1 and professional-oriented XP1 in Texas, Shanableh said. OxeFit is already seeing sales for the new gym product and expects the first orders to begin shipping in 10 to 12 weeks.

OxeFit launched the XP1 in the spring, and sales for the professional product are scaling up at a rate comparable to other companies the tech entrepreneur has previously launched and successfully exited, Shanableh said.

Launching a product for professionals first was key to the company’s product rollout, according to the chief executive. Shanableh wanted to first prove the product was scientifically sound for premier athletes.

“We actually took the more difficult route,” Shanableh said. “The easiest thing to do is to just come up with a consumer product, but those gadgets come up every other week.”

The startup has raised more than $30 million in total funding to date, and is backed by Prescott as well as several other current and former Dallas Cowboys players, including Jason Witten, Dez Bryant and Blake Jarwin.

OxeFit employs 75 people and is growing fast, Shanableh said. It has its headquarters in Plano and office space in Florida as well.