Ideas beneath
the surface

Fitness is becoming more personalized as wearables proliferate, AI moves into consumer experiences, and more people treat training as part of their lifestyle. Yet athletes still largely choose between expensive one-to-one coaching and generic apps that do not adapt to their goals, recovery, and daily lives. AI creates an opportunity to make individualized coaching available at consumer scale.

That's why we invested in Farren via Deepwater Venture Fund II.

Farren is a Colorado-based AI-native fitness company building personalized coaching for everyday athletes. The platform combines proprietary programs from elite coaches with voice-based AI models trained on their methods, giving users guidance across training, recovery, and nutrition on mobile, wearables, and other devices. The result is an experience that aims to be more personalized than fitness apps and more accessible than remote coaching.

We believe Farren can scale the expertise of top coaches far beyond one-to-one relationships. Each coach brings proprietary training IP, credibility, and a built-in audience, creating a creator-led distribution model alongside the product. Over time, Farren can build a network in which athletes interact with AI-powered versions of elite coaches across strength, endurance, mobility, and hybrid training.

Farren's initial serviceable market across high-intent athletes is estimated at roughly $600 million. The broader virtual fitness market is growing with health awareness, wearable adoption, and digital coaching. Fitness could also serve as an entry point into nutrition, whole-body health, supplements, and other lifestyle offerings.

Farren is led by Ben Crookston, CEO, who co-founded TrainHeroic and previously served as a product leader at TrainingPeaks. The broader team combines experience across endurance sports, consumer design, and marketplace platforms. We believe that mix of coaching knowledge and consumer product experience can help Farren build a trusted fitness brand.

Disclaimer