Sam Cole is the Co-Founder & CEO of FitXR, the VR fitness platform he launched in 2016 to reinvent how the world works out. FitXR’s mission is to create a healthier world by making movement a frictionless habit for those who feel left behind by fitness. Sam has raised over $20M in venture capital and built the FitXR into a profitable market leader in immersive fitness. An early believer that VR would transform exercise, Sam helped define the category from its earliest days. Sam holds degrees in Law and Finance from the University of Otago and an MBA from the University of Cambridge.