Fiture

Fiture was founded in March 2019 to provide at-home physical exercises through intelligent hardware and AI-based programs. There is also an element of social networking to create a virtual group training atmosphere. The startup received $6 million in angel investment in late 2019, followed by a $65 million Series A funding round last month. "Fiture" is both its English and Chinese brand. It is a made-up name derived from "fit", which is appropriate for a fitness company. Fiture's corporate domain is the brand-matching Fiture.com. According to Wayback Machine, the domain was owned by a Japanese investor from 2004 to 2019 until it was transferred to the fitness company. At one time, Fiture.com was part of a group of 6 domains of the same name in various extensions for sale at $25,000. The investor probably never thought Fiture.com would be sold to China! Fiture is not the only case. Just in recent months, I have come across the following Chinese startups without Chinese brand names. The lack of a Chinese brand name does not seem to hinder their growth, as evidenced by their ability to raise rounds of funding.