Almost two years since bagging a $7 million series B funding round to boost its then local deals business, Zozi has secured another $10 million from some of its original investors and a string of others.
Since the earlier investment round in May 2011, Zozi has shifted focus from single day activity deals to multi-day tours and other products (incl apparel and using celebs to host some services).
The total funding put in to the business is now at a healthy $17.5 million, CEO TJ Sassani says, including some of the original seed capital put into Zozi forerunner EkoVenture and some debt refinancing.
Investors in the latest round include Launch Capital, 500 Startups, Forerunner Ventures, Par Capital Ventures and the Silicon Valley Bank.
Those returning from the series B injection include 500 Startups, Launch Capital and Thomas Lehrman.
In recent years, San Francisco-based Zozi has managed to secure partner deals with the likes of location check-in service Foursquare, but Sassani says the new injection will be ploughed into a number of strategic areas within the business.
As well as increased focus on the "celebrity expert team", known as Zozi Gurus, Sassani says boosting technology and commerce will also feature strongly.
Typically, Sassani warns of further disruption in the activities sector:
"By continuing to connect our active lifestyle customers with the best curated products, further integrating our celebrity Guru team, and enhancing our technology for both merchants and customers, we will further disrupt the experience and activity segment of the economy."