# Martin Hitch

> Martin Hitch is a San Francisco-based robotics and technology executive, known as a Bossa Nova co-founder and former CEO and chief business officer. His career includes consumer toys, retail inventory automation, the CEO role at parcel-visibility company Coros, and advisory work with InOrbit. His public LinkedIn profile currently describes a COO role at a stealth startup building foundation models for Physical AI.

- **Role:** COO at a stealth startup building foundation models for Physical AI
- **Organizations:** Bossa Nova Robotics, Coros, InOrbit, Ugobe, Mattel, Hasbro
- **Nationality:** British
- **Known for:** Helped Bossa Nova transition from consumer products to retail service robotics., InOrbit credited him with raising more than $40 million during his Bossa Nova tenure., Led Coros as CEO during its $6.1 million seed financing in 2021.

## Career timeline

- **Before 2009** — Worked in the toy industry, including Mattel and Hasbro.
- **2008** — Represented Ugobe during the German launch of Pleo and discussed its development in a CeBIT interview.
- **2009** — Joined Bossa Nova and became CEO.
- **2012** — Introduced mObi at RoboBusiness as Bossa Nova moved from toy robotics toward personal robots.
- **2013** — Demonstrated a retail inventory prototype at WPP’s Future of Retail forum.
- **2015** — Signed an SEC Form D as Bossa Nova Robotics Holding Corp. CEO.
- **2017** — Identified as Bossa Nova’s chief business officer in November interviews.
- **2019** — Spoke publicly about shelf data, retail robotics and scaling store deployments.
- **2020** — InOrbit announced his appointment to its board of advisers on November 19.
- **2021** — Led Coros as CEO when it announced a $6.1 million seed round on November 17.
- **2026 (profile checked)** — Public LinkedIn profile lists COO at a stealth startup building foundation models for Physical AI; appointment date not stated.

## Achievements

- Helped Bossa Nova transition from consumer products to retail service robotics.
- InOrbit credited him with raising more than $40 million during his Bossa Nova tenure.
- Led Coros as CEO during its $6.1 million seed financing in 2021.

## Latest updates

- **2026-10** — Research check: LinkedIn currently describes Hitch as COO of a stealth startup building foundation models for Physical AI. This is an observation date, not an announced appointment date.
- **2022-03** — InOrbit announced him as a guest for its April 6 retail automation webinar, then identifying him as Coros CEO.

## Links

- LinkedIn: https://www.linkedin.com/in/mhitch

---

Profile page: https://yespress.io/martin-hitch
Published by YesPress — https://yespress.io
Last updated: 2026-10-26