A Sri Lankan intimates apparel-maker just got a little more personal with smart workout-gear brand Athos.
MAS Holdings, which makes lingerie and swimwear, was one of several investors that participated in the company’s $35.5 million Series C round led by Social Capital. Other participants in the round included Lightspeed Venture Partners and Felix Capital.
The round follows last year’s $12.2 million Series B and brings the company’s total raised to date to $51.2 million, just six months after launching its first product.
Athos, based out of Redwood City, Calif., makes smart workout apparel that uses sensor technology embedded into the clothing to measure muscle activity, heart rate and acceleration for training purposes. It’s been used in the workouts of some athletes, but Athos is looking to gain a following among consumers.
Athos wearers must purchase an Athos Core, a $199 device that can be snapped into the workout gear that then sends information to a mobile device for analysis. A men’s shirt sells for $199, while shorts are $149. The company also sells women’s capris on its Web site for $149.
The company said it intends to funnel the new funding into areas such as hiring and continued improvement of the technology. It tapped former executives at Facebook and Google to add to its team this year with chief operating officer Don Faul and vice president of product Rose Yao.