Technogym is heading back to the Olympics. 

The Italian fitness equipment giant will serve as the official supplier for the 2026 Milan-Cortina Olympic and Paralympic Winter Games, it was announced. The selection marks the tenth time Technogym has been chosen to supply training equipment for the world’s biggest sporting event.

Technogym will set up around 22 training centers for Olympic athletes, six of which will be housed inside the Olympic and Paralympic villages in in Milan, Cortina d’Ampezzo and surrounding areas. The other 16 centers will be designed for specific disciplines and will be placed inside competition venues, organizers said.

In total, Technogym will produce around 1,000 pieces of equipment to support over 3,500 athletes during the Games, which will be held in February and March of 2026. The company will offer configuration, installation and support services at the centers.

“We are proud to be working alongside the Organising Committee of the Milano Cortina 2026 Olympic and Paralympic Games,” said Technogym founder and CEO Nerio Alessandri. “At Technogym, we work every day to develop the most innovative digital products and technologies to support athletes to improve their performance and achieve their goals.”

Founded by Alessandri in 1983, Technogym has become one of the world’s biggest fitness equipment brands. In recent years, the Cesena-based company has pushed into fitness and wellness technology, releasing an ecosystem of connected smart equipment, app-based content and an AI-powered system called Technogym Check Up, which shows users their “wellness age” based on factors like mobility, strength and cognitive performance. 

The company has supplied equipment for nine previous Olympics, including the Paris Games last summer, where it served as the official and exclusive supplier of cardio, strength and functional training equipment. Technogym first supplied equipment for the 2000 Olympics in Sydney. 

The Milan-Cortina Games figure to be particularly special for Technogym as the brand embraces its Italian roots. 

Giovanni Malagò, president of the Milano Cortina 2026 Foundation, the organizing committee for the Games, called Technogym a “great Italian company that is a leader on an international level.”

“Together we must do something even more fabulous than what has already been done in the past,” Malagò said. “We must use Milano Cortina 2026 as an incubator for successful projects that I hope can be replicated in other cities around the world.”

“Milano Cortina 2026 Games represent a great opportunity for the entire country to promote the culture of sport and wellness with a twofold objective: to spread the culture of health and prevention and to present Italy to the world as the country of wellness and quality of life,” added Alessandri. 

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As the world’s top athletes and spectators gather for the 2024 Summer Olympics in Paris, there is excitement in the air, a shared passion for sport. There’s also, as usual, Technogym, the official and exclusive supplier of the cardio, strength and functional training equipment for those competing in the Paris Games.

It’s the ninth time the Italian fitness equipment and technology giant has been tapped to prepare athletes for the Games, a recognition of Technogym’s role and expertise in elite sports training. 

Nerio Alessandri, the founder and president of Technogym, says that as a trusted, long-time Olympic Games partner, Technogym has witnessed an evolution in the significance of gym-based athletic training, which has expanded alongside on-field training across all disciplines — and Technogym has been more than happy to lead the charge.

World-Class Equipment for World-Class Athletes

In Paris, Technogym has equipped 29 training centers with 1,200 pieces of equipment for athletes to train before and during the games. The main training center, located in the Olympic and Paralympic Village in Saint-Denis, is designed for all sports disciplines, while additional sports-specific training centers are found at competition venues and off-Paris Olympic Villages, including in Lille, Marseille and Tahiti.

Technogym has also provided a team of professional athletic trainers to support athletes and offer related services, including gym layout, installation and technical expertise.

Paris 2024 athletes have the ability to train on Technogym’s leading cardio, strength and functional training smart equipment, which are merged into the Technogym ecosystem of connected products, apps, software and artificial intelligence, allowing athletes to access their personal training programs both on the equipment and via the Technogym app.

“At the Village, the athletes will also find the new innovation Technogym Checkup,” Alessandri says, referencing the AI-powered, health and longevity-focused assessment station that the fit tech brand earlier this year.

“Once the athlete logs in, Technogym Checkup scans the body composition and analyzes strength and cardio performance (through activities on equipment within the Technogym Ecosystem), balance, mobility, and cognitive abilities,” Alessandri explains. “Then, the Technogym ecosystem’s AI Coach sets targeted training protocols that can be adjusted to focus on improvement areas.”

Being named the official and exclusive supplier of fitness equipment for those competing in the Paris 2024 Olympic and Paralympic Games is an honor for the global fitness company, but it also gives Technogym an edge in continuing to raise the bar. 

“The Olympics for us are like Formula 1 for the car industry: working with Olympic athletes means a lot to us in terms of research, innovation and feedback,” Alessandri says. “We constantly work towards achieving perfection and setting new standards in terms of biomechanics, ergonomics, safety, performance and ease of use.”

“Industry operators who choose Technogym can proudly tell their clients they are providing the same equipment and training experience used by top champions,” he adds.

Championing Fitness as Medicine

Technogym, which is leading the way at a time when the importance of fitness and wellness takes center stage, has long promoted a philosophy of ‘exercise as medicine’ — a simple yet clear message that rings loudly against the thrilling backdrop of the Olympics.

“The Olympics are the global event that promotes the culture of sport and spreads the message that physical exercise is important in all aspects, for health, social connections and in general for the wellbeing of the population,” Alessandri points out.

It’s a mission that Alessandri says Technogym fully embraces. Alongside its role as official supplier, the global fitness brand is launching “Let’s Move for Paris,” a social media campaign to engage and encourage athletes and fitness enthusiasts to move for a better and healthier world.

“The athletes, by training in the Technogym Centers, will accumulate their Moves – our unit of measurement for movement – which will be added daily to a large digital counter and inspire citizens to join the movement and promote the culture of wellness in their communities, moving more and more often, and contributing through the Technogym app to increase the number of Moves collected,” Alessandri says.

At the end of the games, Technogym is also leaving a physical legacy of its commitment to sports and athleticism, donating a complete Technogym Outdoor solution for a public park in the city of Paris.

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Furthering its commitment to supporting world-class athletes, PLAE announced it’s supplying the Australian Olympic team’s athlete village with state-of-the-art fitness equipment.

PLAE, a high-performance fitness flooring and equipment company based in the United States but with significant ties to Australia, has been partnering with professional as well as college and high school teams and organizations for over fifteen years.

From outfitting the facilities of the Philadelphia Eagles and the University of Georgia football team to supplying equipment for New Prairie High School in Indiana, PLAE has collaborated with all levels of athletes, working to curate top-of-the-line training spaces. 

It will now serve as the official gym equipment supplier for the Australian Olympic team.

“This partnership represents a milestone in our journey as a global leader in human performance, and we look forward to empowering the Australian athletes to achieve their best performances at the Olympics,” said Shane Gooneratne, chief growth officer of PLAE.

Gooneratne added that PLAE is excited to offer the brand’s “cutting-edge technology and commitment to performance enhancement” to the Australian Olympic team. The company has soared in popularity supplying Australian athletes with fitness equipment, thanks to its office location on the Gold Coast. 

PLAE is supplying the Australian team’s athlete village space with high-quality strength equipment such as its Iconx Racks, which are custom, modular racks engineered for ultimate performance, along with accessories.

“Every one percent helps,” said Matt Carroll, CEO of the Australian Olympic Committee. “The fact that we can provide our athletes with a customized in-house gymnasium within our allotment in the Paris Olympic Village is a major advantage. State-of-the-art equipment located within the team environment is incredibly convenient for our athletes.”

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Maurten, a Sweden-based sports nutrition company that’s created an advanced carbohydrate fuel ecosystem, is having a stellar month, just in time for the Olympics.

Following a €20 million ($21.7 million) investment led by IRIS Ventures, the brand is now entering its next growth phase, with plans to expand beyond sports and into the medical arena. It has also been named the official sponsor of the Bermuda Olympic Association for the Paris 2024 Summer Olympics.

The sports nutrition company has made a name for itself with its patented hydrogel technology, which allows athletes to consume more carbohydrates per hour and sustain elite performance without stressing the stomach.

The hydrogel is used in Maurten’s drink mixes, gels and its Bicarb System — designed for high-intensity training and racing and is meant to be consumed 1.5 to 2 hours before exercise to manage increased muscle acidity.

Maurten will equip Bermuda’s Olympic participants with its hydrogel-based products, which have grown popular among professional athletes and Olympians. Nonetheless, the company says its products are suitable for everyone, from professional athletes to amateurs.

In addition to the Olympics, Maurten has partnered with several other high-profile events, including the Ironman Group Global Series and the Boston Marathon,

“It’s an important moment that strengthens the diversity of our board,” Maurten founder and CEO Olof Sköld said of the funding. “I have no doubt that accessing the expertise and network of female-founded Iris Ventures, and their deep understanding of the sports culture scene, will greatly benefit our ambitions to expand the reach of our innovations — across new markets and industries.”


Maurten also plans to focus on female-specific fueling research, which it says will be accelerated by IRIS Ventures.

The round also included participation from existing investors, including Dan Sten Olsson, CEO of Stena Sphere. 

Other brands are eyeing the advanced hydration and nutrition space. Cadence, a mineral salt-based hydration beverage, launched in the United States earlier this month.

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To celebrate the upcoming Olympics in Paris, fitness technology company Myzone is running a Games-themed challenge for workout enthusiasts across the globe. 

The “MEPs to Medals Challenge,” Myzone’s first-ever Olympics challenge, will take place from Friday, July 26, to Sunday, September 8. Gym-goers of any experience level can join in on the community event, using Myzone’s heart rate technology to track their achievements and race for spots on the “podium”. 

Myzone, a fitness technology company known for its heart rate-tracking tech, aims to encourage users to push themselves physically and mentally. The brand offers software for gyms including motivational class screens and fitness equipment, as well as its popular app that can be downloaded to smartwatches. Myzone also sells its own brand of heart rate monitors, available in watch, scale, and clothing form.

As participants exercise utilizing a form of Myzone tracker, they can collect Myzone Effort Points, also known as MEPs, which rise with heart rate. The higher the heart rate, the more MEPs users receive. 

Myzone has hosted multiple events throughout the years, including the Capitol Hill Congressional Physical Activity Challenge. 

Dave Benham, owner of 300 Core clubs in the UK, says the fitness company’s challenges have been beneficial to his members. 

“Myzone challenges always create a buzz in our clubs,” Benham said. “They’re a fantastic way to bring our clients together, boost attendance and strengthen connections. We all love to test our physical capabilities and both Myzone and the Myzone challenges give us that extra edge to see just how far as a team we can go.”

This summer and fall, Myzone is encouraging gyms with the brand’s equipment to promote the event to their members, suggesting putting together teams to earn as many MEPs as possible. Members with the highest average MEPs can be rewarded with “podium spots” in homage to the Paris Games. 

Ben Hitchcock, Myzone’s chief marketing officer, says this Olympic challenge exhibits Myzone’s desire to encourage fitness enthusiasts all over the globe. 

“Our MEPs to Medals Challenge embodies the spirit of the Games by celebrating the myriad of ways people can achieve glory through exercise while reinforcing the importance of community, teamwork and effort,” Hitchcock said. “We want to light the flame of enthusiasm and support clubs across the world to encourage their communities to embark on a challenge of Olympic proportions.”

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Technogym has reported revenue of €174.6 million ($190.7 million) in the first quarter of 2023, up 15% from €151.6 million in the same period last year.

The fitness operator’s B2B commercial segment also increased 26%, the result of Technogym’s continued expansion, especially in the hospitality, residential and corporate health arenas.

“Investments in innovation and branding, coupled with a unique market strategy, have continued to yield significant results for the company, even in the first quarter of this year, following a record revenue year in 2022,” Nerio Alessandri, founder and CEO of Technogym, said in a statement.

Alessandri, a wellness visionary who founded the company in 1983, designed the first piece of Technogym equipment in his garage in Italy. The fitness company has since met numerous customers worldwide, building a growing interest in the Technogym ecosystem.

“In the most innovative countries, where physical exercise is already prescribed by medical doctors and it’s a parameter to lower insurance premiums, we are recognized as an integral part of life science, as enablers of the wellness lifestyle,” Alessandri said.

Technogym has been on a roll as of late. In 2022, the company reported record consolidated revenue of €721.5 million, which was up 18% compared to 2021. The wellness company pointed to double-digit growth on all continents, particularly in North America.

Technogym was recently announced the official supplier of the 2024 Olympics in Paris. Technogym Village, the company’s fitness and sports campus, has also been chosen as the 9th stage of the Giro d’Italia on May 14.

“While remaining careful to constantly evolving economic scenarios, we look to the future with renewed confidence, aiming to seize all profitable and long-term growth opportunities through our exclusive business model,” Alessandri added.

Technogym is scheduled to share its strategy and growth opportunities with the financial community during its Investor Wellness Day, scheduled for June 19 at the Technogym Village in Cesena, Italy.

In March, Technogym introduced its smart bike to the U.S. market, finding a fan in Marvel star Jeremy Renner and positioning itself to compete against Peloton.

Technogym presented at IHRSA 2023 Convention in San Diego, showcasing equipment to meet the growing demand for strength training equipment, such as Universe, a modular functional strength platform that offers resistance and digital training content with a customizable approach.

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Technogym has been named the official and exclusive supporter of cardio, strength and functional training equipment for athletes competing in the Paris 2024 Olympic and Paralympic Games, marking the ninth time the company has been chosen to supply equipment for the world’s biggest sporting event.

As an official supporter, Technogym will outfit 29 athletic training centers in Paris for competitors to train before and during the 2024 Olympic Games, with nearly 15,000 Olympic and Paralympic athletes having access to 1,200 pieces of fitness equipment. 

It’s the ninth time Technogym has supplied equipment for the Olympics. Most recently, the company served as an official supplier for the Tokyo 2020 Olympic and Paralympic Games.

In Paris, all of Technogym’s smart equipment will be linked within its ecosystem, and the company will provide a professional athletic training team to assist competitors, as well as related services such as gym layout, installation and technical support.

The main training facility has been designated as the Olympic and Paralympic Village in Paris Saint-Denis, with other facilities designed for specific sports disciplines located at competition venues and off-Paris Olympic Villages in Lille, Marseille and Tahiti.

“We are very proud to be Official and Exclusive Supporter of the Paris 2024 Olympic and Paralympic Games,” said Nerio Alessandri, President and Founder of Technogym. 

“At Technogym, we work every day to create the most innovative products and digital technologies to support athletes all over the world, improving their performance and reaching their goals,” Alessandri continued. “The partnership with the Olympic Games means a lot to us, not only because of the invaluable feedback we get from the athletes, but above all because the games represent a unique platform for sharing our commitment to spreading the culture of wellness, sport and health with the whole world.”

Tony Estanguet, President of Paris 2024, added that he’s delighted Technogym will support the Paris 2024 Games as an official and exclusive supplier.

“Technogym’s experience and knowledge of the sports ecosystem will be essential to enable athletes around the world to train in the best conditions. This partnership also illustrates our common desire to place the athletes at the heart of the project, relying in particular on the advice of the Athletes’ Commission. Thanks to Technogym for its commitment, and welcome to the adventure!” Estanguet said.

The announcement that Technogym has been named the official and exclusive partner of the 2024 Olympic and Paralympic Games in Paris comes on the heels of the wellness company reporting record revenue in 2022. The company attributed its success to its record investments in digital innovation and AI.

Ride, the wellness brand’s smart exercise bike, recently launched in the U.S., competing with Peloton. In an appreciation post on social media, Jeremy Renner, celebrity and Marvel star, expressed gratitude for the Technogym bike. He shared that he’s been using the smart bike to rehab injuries from his snow plow accident earlier this year.

Technogym will share its strategies and growth opportunities during its upcoming Investor Wellness Day, scheduled for June 19.

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