Plano-based fitness startup OxeFit, which aims to be a trailblazer in the training world by providing users with a tech-driven fitness experience, has closed on a $12.5 million Series A funding round.

The oversubscribed financing was led by Lydia Partners, with additional participation from preeminent professional athletes and sports medicine experts. That includes renowned orthopedic surgeon James R. Andrews, NFL wide receiver Dez Bryant, and Super Bowl Champion Demaryius Thomas.

“I have dedicated my entire career to helping athletes perform before and after injuries, and I believe that OxeFit will revolutionize how we interact with our patients outside of the four walls of our clinic,” Dr. Andrews said in a statement. “This state-of-the-art performance training system is customized to their needs, furthering the development of current and future generations of world-class athletes.”

OxeFit also got a boost from some football stars that are a little more close to home. Dallas Cowboys’ own quarterback Dak Prescott, tight end Blake Jarwin, and former tight end Jason Witten also served as investors.

“As a professional athlete currently rehabbing from a significant injury, I see the unbelievable opportunity OxeFit affords athletes and their physicians and trainers to cater activities to their specific needs,” Prescott said in a statement. “Our bodies are our livelihood, and we must do everything we can to stay on the field and perform at the highest level. I believe OxeFit will change how athletes build strength and rehab from injuries, and I am excited to be a part of it.”

Oxefit uses advanced robotics and artificial intelligence to create what it calls “untapped opportunity for strength training.”

The startup plans to leverage its proprietary hardware and targeted, data-driven workouts to provide both instruction and an analysis of form and progress. That way, users can adapt their routines for fitness progression.

For athletes, assessing their improvement is necessary in order to yield significant results. When training works synergistically with technology, it grants users real-time feedback to help them achieve the most efficient workout, while also generating the next one.

The OxeFit team dubs their line of products the “next in-home personal trainer and coach.”

The system integrates robotics, movement and performance tracking, coaching, and analytics to transform the health of everyone from consumers and athletes to military personnel and clinical rehab patients. And, the program will expand beyond strength training into lifestyle programs that cover overall wellness topics, the team says.

“There is tremendous untapped potential in leveraging technology to make strength training an easy and critical part of our daily health and fitness, whether optimizing an elite athlete’s performance, recovering from an injury, or advancing your personal wellness journey,” Co-founder, CEO, and Chairman of the Board Mohammed “Rab” Shanableh said in a statement. “Having the support of investors who understand and can live out our mission is important to us and our commitment to providing a holistic, smarter experience to achieve wellness.”

Shanableh plans to use his more than two decades of technology experience—with past stints at Affirmed Networks and Worldwide Sales and Systems Engineering—to revolutionize the world of connected fitness with OxeFit.

Next up is the launch of its fitness equipment, the XP1 and XS1, which would come with a connected content ecosystem.

“Changing fitness, changing lives begins with OxeFit,” the company writes on its website. “We strive to create strength training experiences that are accessible to everyone from beginners to professional athletes and to bring physical and mental well-being into everyday life.”

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