US-bound Growth ambitions of Kazakh Startup, fueled by $6 million funding
Hero's Journey, a Kazakhstan-based gamified fitness studio, is setting its sights on expanding into the United States. The startup, founded by Ilyas Isatayev in 2023, has experienced rapid growth since its inception, with annual revenue tripling from $1 million to $3 million in just two years.
Hero's Journey's unique approach to fitness, which blends gaming and exercise to help users develop consistent habits, has attracted interest from venture funds, angel investors, and traditional entrepreneurs exploring the venture market. The company plans to raise $20 million in its next funding round to open seven to eight additional studios in New York, eventually expanding through franchising.
The company projects $3 million in revenue from its U.S. operations in the first year and aims to increase that to $6 million annually within two years. Ambitions for the U.S. operations include generating a profit of approximately $300,000 to $400,000 annually.
Preparations for a New York studio are underway, with initial plans to open in the third quarter of 2025, but expecting the opening to occur no earlier than the fourth quarter. Hero's Journey has registered entities in Delaware and New York for its U.S. expansion.
The startup has already hired advisors with U.S. fitness industry expertise to help navigate the expansion. Expanding to the U.S. may require an additional $1 million to meet the landlord's deposit requirements.
Hero's Journey's focus on mature markets like New York targets seasoned gym-goers struggling with exercise consistency. The private fitness market in New York, valued at $4 billion, is 20 times larger than Kazakhstan's $200 million market.
Despite securing $7 million in commitments, the company limited the raise to $6 million to avoid excessive equity dilution as further rounds are planned. This strategic move was made possible by the groundwork laid by Isatayev during two years of focused fundraising. The second round was easier because investors already understood Hero's Journey as a business.
Hero's Journey secured $6 million in funding at a $30 million valuation, marking a significant milestone for Kazakhstan's startup ecosystem, being the first time a local startup has closed such a funding round with domestic investors. The company plans to raise funds in its next round as a potential last step before an IPO.
Hero's Journey operates in Almaty and Astana and aims to become a unicorn valued at $5 to $10 billion, especially if it manages to enter the global market. The startup has grown its team to 70 employees, including 23 programmers, and is preparing to open four new studios across Kazakhstan, with two franchise locations in Almaty and Astana.
As of August 2025, no publicly available details can be confirmed from the search results about Hero's Journey’s U.S. expansion strategy or obstacles it might face. Further insights would require direct sources from Hero's Journey’s official communications or news articles focused on their business development and international expansion.
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