Influential leaders and business executives lay the foundation for groundbreaking innovations and initiate transformative strategies. Among these dynamic leaders is Lisa Raggiri, Chief Marketing Officer of FitXR. Lisa is an entrepreneurial CMO, an innovator, and a trailblazer who continues to inspire many with her vision and leadership.
Throughout her impressive career, Lisa has played a crucial role in scaling four startups across industries such as consumer goods, mobile apps, and online marketplaces. She also gained extensive managerial and senior brand experience at Coty, Inc., one of the world’s largest beauty companies with $5.3 billion in revenue. Notable Coty brands include CoverGirl and Kylie Cosmetics. Her experience in both startup and corporate environments has shaped her unique expertise, allowing her to scale revenue efficiently with small teams and limited budgets.
Lisa often describes her superpower as the ability to grow revenue, expand audiences, and maximize returns on assets. Even top Silicon Valley unicorns face challenges in achieving growth and profitability at scale, but Lisa has successfully navigated these obstacles. Her corporate experience has also reinforced the importance of leadership and brand loyalty in driving business success.
FitXR: Revolutionizing Fitness in Virtual Reality
FitXR is a virtual reality (VR) app developer specializing in immersive fitness experiences. The company offers subscribers thousands of classes across five different studios, including boxing, HIIT, dance, sculpt, and combat. FitXR’s unique, gamified approach to fitness transports users into dynamic, virtual environments that engage both the body and mind.
With an ever-expanding library of workouts, FitXR introduces seven new classes every week, featuring premium music from artists like Megan Thee Stallion and Lady Gaga. The app also boasts stunning 3D VR environments, allowing users to exercise in breathtaking settings—from ocean views to futuristic cityscapes.
One of FitXR’s greatest achievements is making fitness fun and accessible. Many users share the sentiment: “It’s so much fun, I forgot I was working out!” The team prioritizes dynamic, engaging workouts that leverage the power of VR to create experiences unlike anything found in traditional gyms.
Imagine stepping into a virtual boxing ring with explosive power cues, dodging flying objects in an interactive training session, or dancing in a retro-inspired studio with an avatar guiding your moves. FitXR transforms workouts into immersive, entertaining experiences, making fitness more engaging than ever before.
Lisa’s Journey to FitXR
Before joining FitXR, Lisa built a strong foundation in the consumer goods industry. She co-founded Healist Naturals, a CBD wellness brand that was later acquired by Kadenwood in 2021. She then joined Cleancult, an eco-friendly cleaning products company, where she played a key role in securing a Series A funding round and rebranding the company for its first national retail partnership with Walmart.
Despite her success at Cleancult, Lisa was drawn to the potential of virtual reality and its rapid evolution. When the founders of FitXR invited her to join their mission, she saw an opportunity to contribute to a growing computing platform dominated by Web 2.0, VR, and AR.
Pioneering Innovation and Accessibility in Fitness
FitXR is dedicated to making fitness more inclusive and innovative. The company challenges traditional fitness industry narratives that prioritize performance and intensity over overall health and movement. FitXR’s virtual classes, typically 15 minutes long, offer the same calorie-burning benefits as in-person workouts.
The company collaborates with top fitness professionals from renowned studios like Equinox and Barry’s Bootcamp to design high-quality classes. These experts create effective workouts, and FitXR enhances them with immersive, interactive elements to keep users engaged.
“Our goal is to make fitness enjoyable, practical, and accessible,” Lisa explains. “We understand that life is busy, and not everyone has time for an hour-long gym session. That’s why our classes are designed to fit into any schedule. Whether you take one class or multiple, it’s all about what works for you.”
FitXR’s community plays a vital role in shaping the platform. The company has an active private Facebook group where members provide feedback, support each other, organize multiplayer tournaments, and celebrate achievements—both in-game and personal. This strong sense of connection enhances user engagement and retention.
Addressing Challenges in the Fitness Industry
One of the biggest hurdles in the fitness industry is its focus on the top 20% of the market—those who already engage in high-intensity workouts. Many traditional fitness solutions can feel intimidating and unsustainable for the average person.
Another challenge is increasing the accessibility of VR fitness. While headsets are not yet as commonplace as smartphones, their adoption is steadily growing. FitXR is at the forefront of this movement, making VR workouts more appealing and widely available.
Shaping the Future of Fitness
Lisa envisions FitXR becoming the most transformative fitness company in the world. She believes this venture will be her most successful growth and exit story yet.
She shares this ambition with FitXR’s CEO, Sam Cole, as they work toward making a lasting impact on public health while building a thriving business. A key focus for them is addressing the rise in childhood obesity in the U.S. They believe that making fitness fun and accessible from a young age is critical to fostering lifelong healthy habits.
Many FitXR users have expressed that they never saw themselves as “fitness people” until they discovered the platform. Some even wish they had access to FitXR earlier in life, as it would have helped them establish a consistent fitness routine. Lisa champions the idea that movement should be enjoyable, achievable, and inclusive—shifting the focus from performance and intensity to consistency and overall well-being.
Final Words from Lisa Raggiri
“To sustain growth, you need to build the best team—one that challenges, strategizes, and executes with conviction. To build a strong brand, you need to listen to your customers, incorporate their feedback, and celebrate their successes,” Lisa advises.
With her leadership and FitXR’s innovative approach, the company is well on its way to revolutionizing fitness, making it more immersive, accessible, and enjoyable for people around the world.