Mike Melby

Mike Melby is a prominent figure in the fitness and sports lifestyle industry, currently serving as the Co-Executive Chairman at Assault Fitness. He has a rich background in entrepreneurship, investment, and executive leadership within this sector.

Professional Background

• Co-Founder & Co-CEO of FitLab: Melby co-founded FitLab in 2019, a company focused on creating integrated fitness experiences and lifestyle commerce offerings in collaboration with renowned athletes and brands.12 Under his leadership, FitLab has expanded its portfolio to include various fitness brands and services.
• Previous Roles: Prior to FitLab, Melby was the Vice President at New Evolution Ventures (NeV), where he specialized in investing in fitness companies globally. He also held executive roles at UFC Gym, where he led international expansion efforts.12

Board Memberships and Investments

Melby has served on multiple boards, including:

• Freeletics: A leading digital fitness platform in Europe.2
• Momentous: A company that engineers premium nutritional products for athletes.1
• Mayweather Boxing + Fitness: He co-founded this boutique fitness studio franchise based on the training system of boxer Floyd Mayweather.13

Educational Background

Melby holds an MBA in Entrepreneurial Management from The Wharton School (2008-2010) and a BA in Political Economy from the University of California, Berkeley (1999-2003). He has also completed several technology and cybersecurity certifications from MIT.1

Recent Developments

In February 2024, FitLab announced its acquisition of Assault Fitness, further solidifying its position as an integrated fitness platform. This acquisition allows FitLab to enhance its product offerings with Assault's well-known fitness equipment like the AssaultBike and AssaultRower.34

Mike Melby's contributions to the fitness industry reflect his commitment to innovation and excellence, making him a key player in shaping modern fitness experiences.