The global fitness equipment market is on a trajectory of significant growth, according to a new report from ResearchAndMarkets.com. The report provides an in-depth analysis of market dynamics, trends and forecasts, highlighting a robust expansion from USD $17.01 billion in 2023 to an anticipated USD $25.17 billion by 2030.

The market, which saw a valuation of USD $17.97 billion in 2024, is expected to continue growing at a compound annual growth rate (CAGR) of 5.75% through the forecast period. This growth is driven by increasing global health consciousness, a rise in the number of gyms and fitness clubs and a growing demand for advanced fitness equipment.

The report notes that the prevalence of chronic diseases and obesity is prompting more individuals to adopt healthier lifestyles, further fueling the demand for fitness equipment. Additionally, the integration of smart technology into fitness equipment is changing the industry, offering consumers enhanced workout experiences.

Regional Insights

The Americas, particularly the United States and Canada, remain significant markets for fitness equipment, bolstered by high health awareness and technological advancements in connected fitness devices. Europe follows closely, with countries like Germany, France, Italy, Spain and the UK leading the market due to a growing emphasis on the health benefits of regular exercise.

In the Middle East and Africa, rising disposable incomes in countries like the UAE and Saudi Arabia are driving demand for premium fitness equipment. The Asia-Pacific region, especially China, is poised for substantial growth due to rapid urbanization, increasing disposable incomes, and government investments in gym facilities. Japan’s aging population is also contributing to the market, with a growing focus on healthcare initiatives that emphasize physical exercise.

Market Challenges & Opportunities

Despite the optimistic outlook, the market faces challenges, including the high cost of fitness equipment and the availability of counterfeit products. However, the increasing popularity of home fitness equipment, driven by busy lifestyles and the desire for convenience, presents significant opportunities. The report highlights that companies are actively investing in research and development to overcome these challenges and cater to the growing demand for innovative and technologically advanced fitness equipment.

Several noteworthy developments in the fitness equipment market were highlighted in the report:

• Chris Hemsworth’s Centr has launched 27 new products, including fitness kits and strength training equipment, available online and in Walmart stores. These products are designed with a modern aesthetic, complementing Centr’s digital membership tools.
• Luton Sports Village has invested £175,000 in new cardio equipment to enhance customer experience, introducing state-of-the-art machines like the Hammer Strength HD Tread curved treadmill and Air Bike.
• TRX’s acquisition of YBell Fitness has expanded its product range, offering a more comprehensive functional training experience. This strategic acquisition reinforces TRX’s commitment to providing high-quality fitness equipment and education.

The report provides detailed segmentation analysis, market dynamics and insights into the competitive landscape. Key areas of focus include:

• Product Utilization: Increased demand for strength training equipment.
• Distribution Channels: A shift towards online retail stores as consumers seek convenience.
• End-User Application: Expanding use of fitness equipment in fitness centers and gyms.

The report also delves into market disruptions, technological advancements, pricing and regulatory frameworks, offering a comprehensive view of the global fitness equipment market.

For more detailed information about the report, visit ResearchAndMarkets.com.

The post Fitness Equipment Market to Expand by Over $8 Billion by 2030 appeared first on Athletech News.

iFIT, a leading fitness equipment manufacturer and content platform, is going all in on AI and personalization. 

On Tuesday, the Utah-based company announced an all-new product lineup that will see it launch over 40 different smart or smart-enabled products across its NordicTrack and ProForm home-fitness brands. 

The new machines feature hardware improvements and new touchscreens powered by a revamped operating system that syncs with iFIT’s AI Coach, an artificial intelligence tool that recommends workouts and helps people stick to their fitness goals. 

“We are at a turning point in fitness as AI enables us to deliver truly personal experiences,” said iFIT CEO Kevin Duffy. “Our team has updated our entire hardware and software experience using best-in-class technology that delivers real results for every member.”

The announcement is headlined by two new NordicTrack machines: the X24 Treadmill and X24 Bike. 

The X24 Treadmill ($3,999) features an industry-leading 40% incline and a 6% decline, along with SpringFlex cushioning to absorb impact while users sprint, jog or walk.

The X24 Bike ($1,999) features a 20% incline and 10% decline, along with Silent Magnetic Resistance Tech designed to recreate the outdoor cycling experience in an indoor setting. 

NordicTrack has also updated its signature Commercial 2450 Treadmill ($2,999) with new features including software upgrades and AI Coach integration. 

Some of the new machines are available and ready to ship today.

All of the new machines feature large touchscreens (up to 24”) supported by faster processing speeds for a more seamless user experience. On the touchscreens, users can stream workout content from iFIT’s library of 10,000-plus coach-led classes, including everything from hiking Mount Everest to biking through Costa Rica. Users can also stream popular apps including Netflix and Spotify while working out. 

Machines That Adapt to You

With the new launches, iFIT is further embracing personalized fitness.

The NordicTrack and ProForm machines feature SmartAdjust technology – when a user begins a workout on-screen, their machine will automatically change speed, incline or resistance to account for what’s happening on-screen. If you’re taking an outdoor hiking class, for example, the X24 Treadmill would adjust its incline depending on where you are on the mountain.

With ActivePulse tech, the machines actively monitor a user’s heart rate and adjust workout intensity to keep heart rate in the right zone. This feature could prove ideal for Zone 2 training, which has become a popular form of cardio exercise. 

Another feature, Workout Creator, allows users to create their own library of workouts, including custom-built training intervals. The machines also sync with Strava, Garmin, Google Fit and Apple Health so users can track their health and fitness data while running, walking, biking or rowing.

A New Era for Artificial Intelligence

iFIT’s AI Coach is central to the new machines, and the fitness company’s strategy as a whole. 

AI Coach acts as a personalized fitness coach, chatting with iFIT members to recommend the best workouts based on their goals. iFIT members can communicate with AI Coach through text, receiving daily workout plans and friendly motivational nudges to hit their fitness and wellness goals. 

The new NordicTrack and ProForm machines feature AI Coach integration – workouts that the chatbot recommends automatically appear on-screen once it’s time to work out. This is designed to reduce friction (and the excuses) that keep many people from doing their daily workout. 

AI Coach is currently in beta mode, but it’s available to U.S.-based iFIT Train and Pro members using NordicTrack and ProForm equipment.

Duffy told Athletech News earlier this year that iFIT will invest heavily into artificial intelligence, viewing it as the ideal tool to motivate people to work out.

“Our vision is to create the world’s most effective fitness platform,” Duffy, who took over as iFIT’s CEO in 2022, told ATN.

“There’s been so much talk in general about improving health, but from my perspective, we haven’t as an industry improved health outcomes enough,” he added. “I want to make that more of a reality as I look to the future of our company, and I think we’re at a unique moment in time where technologies such as AI are making that more possible.”

iFIT also owns Freemotion, a leading commercial fitness equipment provider for gyms and studios worldwide. 

iFIT workout content is also available on Freemotion machines. That means users can pick up where they left off with their NordicTrack or ProForm machines at home, hop on a Freemotion machine in their local gym, and do the same workout. This is part of the company’s omnichannel fitness push to make gyms more connected through technology. 

The post iFIT Embraces AI Fitness With New NordicTrack, ProForm Machines appeared first on Athletech News.

Kabata, a fitness tech company that’s raised $5 million for adjustable dumbbells that use artificial intelligence (AI) to track reps and analyze form, has set an aggressive new pricing strategy as it plans to begin shipping its inaugural product later this year. 

Through a campaign set to launch on crowdfunding platform Indiegogo this Wednesday, customers can purchase a set of Kabata dumbbells for just $599. Once the early-bird campaign period ends in four weeks, the dumbbells will retail for $999. 

Customers who put down a deposit ($59) during the campaign period will also receive one year of complimentary access to the Kabata app, which offers personalized strength training programs in conjunction with the dumbbells. Those who already put down a $59 deposit before the campaign opened will receive free lifetime access to the app. 

However, the Los Angeles-based company says that if the campaign tops $1 million in sales, everyone who places a pre-order will receive free lifetime access to the app, including those who purchase through Indiegogo. 

Those who already placed their dumbbell pre-orders on the Kabata website will be grandfathered into the $599 special pricing, the brand adds. The early-bird pricing had previously been set at $799. 

“Launching our first crowdfunding campaign is an exciting milestone for Kabata,” said Kareem Aly, co-founder and CEO of Kabata. “Making our unique platform available to more people to understand the benefits of strength training, while taking the guesswork out to maximize results quickly and more efficiently, is what’s unique to Kabata.” 

Capitalizing on the twin trends of AI in fitness and the rise of strength training, Kabata raised $5 million in May in a pre-seed funding round led by Menlo Ventures with participation from Courtside Ventures, Detroit Venture Partners, Wildcard Ventures, MVP Ventures, AIR Ventures, Alumni Ventures and former NBA player Zaza Pachulia.

Kabata offers a set of adjustable dumbbells (between 5-60 lbs on each side) that uses AI to count reps, track velocity and analyze form in real-time. The dumbbells send haptic feedback to users as they’re performing movements, vibrating as sets and reps are completed or if a form correction is required. 

With the Kabata app, users get access to personalized strength training programs that adapt over time as they use the dumbbells. The app also tracks advanced metrics like velocity and symmetry, giving users unique insights into their strength training performance.

According to Kabata, it offers the world’s first AI-powered dumbbells. Aly has told Athletech News that the dumbbells took several years of rigorous research and development to bring to market. 

“Not only are dumbbells statistically the most used piece of fitness equipment, they are also arguably the most recognizable and iconic to strength training – yet they’ve remained the same for decades,” Aly said following the funding round in May. “In my experience as a personal trainer, I see more people starting to understand the benefits of strength training and wanting to incorporate it into their routines, but it’s often difficult to get started.”

Kabata says it expects to begin shipping its smart dumbbells this December. Shipping will be available in the United States, Canada and select international countries, according to the brand. 

The post Kabata Sets Price for AI-Powered Dumbbells, Plans To Ship This Year appeared first on Athletech News.

All products featured on Athletech News are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission

In the 1960s, the first vibrating exercise platform was developed to help Soviet astronauts build their physical fitness. Today, the technology promises the ability to intensify standard workout moves for people of all levels.

Power Plate, founded more than 20 years ago, has emerged as a market leader with almost ten whole-body vibration plates, from at-home to commercial versions. Celebrities like Mark Wahlberg have joined the company as brand ambassadors and investors.

Athletech News tried the Power Plate Move, a column-less version of the brand’s standard vibration plate designed primarily for at-home use, to see if it can deliver on its promise of leveling up workouts.  

Pros

The Power Plate can vibrate up to 40 times a second, sending small vibrations throughout the body. Because your body is fighting extra hard to remain stable during exercises, workouts are intensified. A one-minute plank felt twice as difficult, as did other exercises like push-ups and squats.

Although it took a little while to get used to the vibration sensation, I found myself exerting much more energy and sinking into stretches more deeply once I did. The Power Plate deepens stretches or yoga poses, allowing for faster recovery post-workout. It also helps with pre-workout exercises, immediately activating muscles. 

One feature of the Power Plate Move that differentiates it from other vibration plates is its surface area. It has enough room to comfortably squat widely, and its slight U-shape makes it more comfortable for push-ups, planks, and yoga poses, like downward dog. It also has a rubber surface, which, while not soft, makes it more comfortable for crunches and other exercises that require lying down. 

The Power Plate Move has four easy-to-control buttons: start, pause/stop, and buttons that decrease or increase intensity. The machine runs for nine minutes at a time unless you stop it early. Because workouts could be just as effective in half the time, the nine-minute limit makes sense, particularly from a safety perspective.  

Circulation issues are all too common these days, with many office workers failing to stand up and walk around enough. The Power Plate makes it easy to increase blood flow, which works to combat bone mineral density loss, which is particularly prevalent in older women. This can also speed up general recovery, increasing blood flow for physical therapy exercises. 

Power Plate’s app is also easy to use and comprehensive, with classes grouped by one’s goal or preferred exercise type. It also has a dedicated section for Trainers and fitness educators, which provides an introduction to the technology, coaching tips, and performance- and recovery-focused content. 

Cons

The Power Plate Move is not small, at 30 inches long, 24 inches wide, and 9 inches tall. It can’t be stored vertically, which means it needs a dedicated space in a home gym or living room. It also weighs 87 pounds, so it is not the easiest to move around. For those with limited space in an apartment, it can fit well underneath a piece of furniture, however. 

At around $3,495, (currently on sale for $2,796) the Power Plate is also expensive for a piece of workout equipment. The smaller Personal Power Plate is $1,895 (currently on sale for $1,516). Time-constrained consumers or those who need extra circulation or recovery benefits might find the extra cost worth it, though. The Move has a three-year warranty for hardware, one year for electronics, and one year for labor. For such an expensive product, the warranty seems short, which could be a risk when investing in the device. 

One other potential downside is that the vibration might shake other areas of your home, depending on where it is placed. In an apartment setting, it not only makes an audible sound but the vibrations can be felt by others nearby, depending on the type of flooring. It’s worth noting that Power Plate makes a Shield, available for $375, that’s designed to reduce residual vibrations.

Final Thoughts

Overall, the Power Plate Move is a great way to level up workouts with limited time and promote stability and circulation. Although the price tag is high, it can deliver better results faster, whether your goal is strength, stability, or recovery. 

Read more ATN Product Reviews here.

Correction: The Power Plate Move vibrates up to 40 times per second, not 50 as a previous version of this article stated.

The post Product of the Week: The Power Plate Move Will Level Up Your At-Home Workouts appeared first on Athletech News.

Whole Body Vibration (WBV) has been delivering fitness benefits for nearly a quarter century, but Power Plate®, the world’s leader in vibration technology, has both reimagined and evolved the fitness offering for gyms and studios in a manner that results in a powerful competitive difference. 

“WBV has been proven both scientifically and in practice. It has long been recognized as an important element to provide effective and efficient activation and recovery solutions for athletes, club members and clients,” states Garry Lewis, Director of Commercial Sales at Power Plate, “But over the past several years, many operators are taking advantage of how Power Plate’s unique products can be applied in innovative ways to redefine how operators deliver functional strength, HIIT and even cycling programming.”

The versatility of Power Plate’s products – and their unique benefits – are largely responsible for a “vibration re-awakening.”

Easy-to-Implement Functional Training

Power Plate’s vibration technology can be easily integrated into almost any functional strength training programming because virtually any ground-based, functional movement – from squats to deadlifts, planks to push-ups, rotational movements to static holds – can be enhanced and become more fun when performed on a Power Plate vibration platform. Power Plates are amazingly durable, requiring minimal maintenance, and with a relatively small footprint compared to other training equipment operators enjoy both capital savings and more efficient use of floor space. 

“The issue with many functional training spaces is that they require a lot of open area to allow the member to do a variety of exercise movements,” said Lewis. “This requires an array of equipment to accomplish an effective functional workout. But Power Plate’s small footprint and ‘Swiss Army Knife’ versatility means gyms can offer a lot of variety with just one platform. This not only makes Power Plate incredibly space efficient but also minimizes many traditional training tools that can clutter up a gym floor. We even have models that integrate our patented proMOTION upper body retracting, vibrating resistance cables to add load to many movements.” 

“Unlike traditional fitness equipment, there’s no complicated seat adjustments or weight selection settings to remember, and some of our models even provide follow-along exercise videos via built-in touchscreen computers,” added Lewis. 

While easy to implement for an operator, Power Plate vibration training delivers extensive benefits to clients and members, many of which cannot be obtained from traditional exercise methods. Power Plate’s patented, tri-planar PrecisionWave technology creates tiny, harmonic vibration waves causing the user’s body to reflexively respond 25 to 50 times per second. This activates muscles, burns more calories, switches on good hormonal production and better circulation, and helps achieve significantly accelerated results. 

“Unlike traditional cardio and strength modalities, Power Plate elicits involuntary muscle contractions at a high rate and without any stress or demand on the body,” said Lewis. “This helps the member stay injury-free and ready to keep coming back for more.”

Reimagining HIIT x Cycling

Power Plate technology can be used to enhance almost any exercise protocol, however applying it to high-intensity interval training (HIIT) provides a particularly compelling case study.

“Traditional HIIT training can put enormous strain on the body as it requires a lot of dynamic and extreme movements over a significant duration,” noted Lewis. “With Power Plate engaging muscles from 25 to 50 times per second, members can compress the workout time needed from 30 or 40 minutes down to 15 or 20 minutes, giving them time to do other things in the gym or just shorten their workout time. With Power Plate you get a greatly increased number of involuntary muscle contractions with minimal voluntary effort, generating the same results in less time and with a lot less impact.”

The Power Plate® REV, the world’s first vibrating indoor cycle, is especially effective for HIIT training.

“The REV, when paired with our whole-body vibration platforms, creates an outstanding HIIT offering that facilitates both cardio and strength exercises with far-less expenditure of time and effort,” he added. “The REV delivers user-generated vibration through the pedals for an incredible cardio workout that greatly increases oxygen uptake (V02 max) while engaging lower body muscles up to 167% greater than traditional stationary cycling bikes.”

A Powerful Amenity for Gyms 

Power Plate’s versatility and efficiency have made it a popular amenity for fitness operators worldwide, especially big-box gyms, who can offer vibration tech as part of a higher membership level.

“High-Value, Low-Price (HVLP) facilities are starting to view Power Plate differently these days, too,” said Lewis. “By adding Power Plate as an amenity upgrade, HVLP gyms are able to provide a greater value to a tiered membership offering.”

Operators see this as a win-win: members receive expanded exercise variety while they can enhance their offerings with an easily-to-add piece of equipment. 

“This is great for bringing opportunities for health and wellness to a larger audience,” Lewis said. “It allows operators to better tailor their services to fit the unique needs of their members regardless of where they are on their personal fitness journey.” 

For more information on Power Plate solutions for commercial facilities visit commercial.powerplate.com/fitness.

The post Why Vibration Training Is More Than Just a Powerful Activation & Recovery Offering appeared first on Athletech News.

In 2011, two brothers, Ryan and Shane McGrotty, saw a gap in the fitness and strength training equipment market. They were working with fitness companies as part of their affiliate marketing business and, as strength training enthusiasts themselves, they were disappointed in the offerings, the time-consuming and dated ways of purchasing equipment, and the cost of the equipment itself.

They set out to do better. In 2012 – based on the three pillars of innovation, customer service and value – they launched REP.

For the next twelve years, they would focus on home and garage gym equipment, grow from a team of two with a 1,200-foot garage, to a facility footprint of over 300,000 square feet, and worldwide distribution.

Now, their 165+ person team of passionate fitness enthusiasts take the company’s dedication to those three pillars, their industry expertise and insights and their full line of innovative products to the commercial market. 

REP’s intention? To make procurement the easiest and most fun part of owning a facility.

“We’ve built a reputation in the home market based on having great and creative products that are high value, and people know we will deliver on whatever their needs may be,” Caitlin Jones, Director of Sales and Support, tells Athletech News. “It’s about ease of doing business, and we are excited to bring innovation to those tired old procurement processes we see in the commercial market.”

Changing the Equipment Game for Facilities

When it comes to product use, Jones says they will take their experience from the home gym market to the commercial market as well.

“In the commercial market, the selling points on the products tend to be tailored to the buyers, rather than the end user,” she explains. “We are well positioned to balance the needs of both gym members and operators because in the end, if the members love the products the facility will thrive.”

Regarding how REP will differentiate itself in a crowded fitness equipment market, Jones spells it out.

“I think first is the procurement process,” she says. “We plan to bring a fresh new approach that’s straightforward, fast and easy. If someone needs help designing the flow of their space and needs, we can help with custom layout designs and equipment selection. But I think a lot of people want things at their fingertips and want to be independent in their purchase process, versus using stale sales catalogs and meeting with sales reps.”

Their fresh approach allows customers to shop their website themselves with approved discounted pricing.

“If a CrossFit box wants to replace all of their barbells and weight plates, they can go to our site and do it in a couple of minutes and move on,” she says.

And with 99% in-stock rates, they can deliver fast.

“Let’s say someone is working to open a new facility and dealing with contractors,  permits and moving-target deadlines,” she says. “He or she needs to have a handle on product delivery dates, but fulfillment can take six to eight weeks with most companies and it can be very rigid. We can usually deliver the next day, and/or pivot quick to to answer the customer’s needs.”

Innovation Where It’s Needed

Jones points to innovation as another area in which REP stands out.

“Developing fun and creative products that answer to the user’s and the operator’s unique needs is what REP was founded on,” she explains. We’ve launched over 100 products since our inception.”

To that end, REP is working to develop a cardio line using a newly patented adjustable fan blade technology.  

Traditional cardio fans adjust the resistance by changing how much airflow is let into the blades via opening and closing the vents. REP’s new technology keeps the shroud constant, creating a much broader resistance range – both easier and more difficult – than other air resistance cardio products on the market.

Further, The REP Runner Treadmill offers a sled feature that mimics the feeling of pushing or pulling a sled, so users can toggle between explosive strength training and traditional running and completely customize their training.

“I think another thing we bring to the table with the cardio products and all of our products is the ability to do a lot with little space,” says Jones. “The home market requires products with small footprints so that’s what we’ve always developed, and more and more the commercial market desires this too.”

Commitment From the Top

And finally, Jones says the fact that the company is family-owned makes a big difference in how they do business.

“Shane and Ryan are very much present and tied to the day-to-day and that helps foster the vision,” she explains. “They started this company with an intense customer-centric approach and it’s the crux of our culture. Every decision we make is based on the impact it will have on the customer.”

She says REP is uniquely equipped to do this – in both the home gym and commercial markets.

“We are growing and we are ready for the challenge of entering this new market,” she says. “We benefit because we are starting from the ground up and can develop processes and products the customers want. We are basically starting with a clean slate in this market, yet we come with years of experience with the end user.”

The post REP Fitness Brings Home Gym Excellence to Commercial Market appeared first on Athletech News.

As strength training surges in popularity, brands are lining up with new equipment designed to tap into the modality’s unique benefits. 

“The trend of strength training is very real,” said TRX Fitness CEO Jack Daly. “Studies correlate strength training with longevity and a healthy lifestyle — so the collective IQ of people in the market has gone up quite a bit. It’s learning about the right way to train and that’s played into what we at TRX have been doing for 20 years.”

TRX, which created its iconic Suspension Trainer two decades ago, believes it’s found the next big innovation in the category.

Last summer, TRX acquired YBell, a fitness equipment brand famous for developing a kettlebell-dumbbell hybrid. 

“I fell in love last year with YBell when the founder walked up to me at IHRSA holding one,” Daly recalled. “I looked at him and I said, ‘Don’t even say a word. I get it 100%. I don’t want to hear the pitch, I get it,’ and he started laughing at me. I’ve been working out with dumbbells and kettlebells for almost 50 years and here’s this guy who finally smashed them together into something beautiful.”

YBell Saves Space & Money

First off, the YBell is a space saver, and therefore, a money-saver thanks to its versatility. 

“It combines a dumbbell, kettlebell, two-handed tools and push-up handles,” explained Daly. “It’s kind of a four-in-one. Anytime you’re combining things you’re saving space, and again, you’re spending money on every square foot you use.”

“They also stack together neatly,” he added. “You can lay them out on the floor and put them in a pyramid. You only need one tool and people aren’t going back and forth picking up other ones. That’s part of the genius of YBell — it’s so efficient.”

The Future of Strength Training 

According to Daly, the YBell also encourages a more robust and efficient form of strength training, one that’s in line with current fitness trends.

“YBells are designed in the way the market has evolved in strength training,” Daly said. “It’s not for you to do 10 reps, then sit down, check your texts and then stand up for 10 more reps. That’s not proper strength training. YBells are designed for flow exercises. We all get the memo that flow training is better and these are purposely designed for that.”

With the YBell, for example, gym-goers can do a set of kettlebell swings, then push-ups, then a curl press using the YBells in their dumbbell form.

“You’re flowing through a 20-minute series of exercises instead of the traditional workout of the 80s where you swing something 10 times and then rest for two minutes,” Daly said.

F45 Training, one of the world’s largest boutique fitness brands by studio count, has already added YBells. Daly believes it won’t be long before any gym without them is viewed as archaic. 

“The dumbbells and kettlebells of the past I believe will be replaced with YBells,” said Daly. “Not too far in the future, if you go into a gym and it doesn’t have YBell, you walk in you just see that big rack of dumbbells or kettlebells, you’re going to think that’s an old school gym. It’s not modern, looking for new technologies and new tools. It’s frankly less efficient.”

YBell x TRX: A Dynamic Duo 

Innovative as the YBell is alone, TRX is merging it with its other products to help gyms evolve. That’s where the brand’s other equipment and top-tier programming system come into play. 

“Acquiring the company and bringing in what they had is one thing, but putting time, effort and energy in with our education team to develop improved YBell programming has also been exciting,” said Daly. 

“We don’t just invent something, throw it out there then move on,” he added. “Our ecosystem gives us feedback. We have trainers from all over the world who come together regularly and give us moves that they’ve developed or ways to do things better. It never ends.”

Through this ideology, TRX has developed several programs featuring the YBell and other pieces of equipment, including the renowned Suspension Trainer. The brand is also educating gym trainers on how to use them to create fun and effective routines for members.

“To reimagine your facility, you have to bring those products in, but you also have to train your trainers to be able to help your members understand how to use them,” Daly noted. 

TRX’s efforts go beyond just helping individuals improve their strength training habits; the brand feels obligated to find innovative strength training products and bring them into the limelight, as it’s doing with YBell. 

“At the end of the day, people look to us,” said Daly. “The market demands and expects us to continue to provide them with interesting, fun and exciting new tools. We want to be the best and if somebody else comes up with a better product, maybe we’ll acquire that business too. That’s our approach.”

The post With Dumbbell-Kettlebell Hybrid, TRX Eyes a Strength Training Revolution appeared first on Athletech News.

The at-home fitness market has endured some seismic shifts in recent years. The post-pandemic adoption of hybrid fitness models and the lure of high-value, low-price (HVLP) gyms and community-focused boutique fitness studios have put home fitness brands to the test.

Home-based workouts are undeniably convenient, but beyond that, what will make some at-home fitness companies succeed while others crumble? 

If you ask smart home gym maker Tonal, the answer is advancing artificial intelligence (AI), zeroing in on strength training and an emphasis on longevity.

While other at-home fitness brands have experienced shrinking consumer bases, Tonal says its subscriber base continues to grow, with a less than 1% churn rate, leading to over $100 million in annual recurring revenue. Tonal members have lifted a collective 200 billion pounds, according to the company’s 2023 report.

Despite some recent internal headwinds and a generally fraught connected fitness market, the future looks bright for Tonal, which is confident in its ability to revolutionize at-home strength training with proprietary, anonymized datasets and AI.

Earlier this year, the smart home gym maker also announced a large-scale partnership with Spartan Race where race participants must complete a rotational chop on Tonal as part of a required obstacle at all stadium races this year — essentially providing a Tonal demo to over 50,000 racers.

Athletech News spoke to Tonal’s chief product and content Officer, Jonathan Shottan, about the benefits of strength training, how the smart home gym company leverages data to help its members train smarter and a potential retail expansion.

Right, Place, Right Time: The Rise of Strength Training

Strength training has captured the interest of fitness enthusiasts of all ages, especially with mounting evidence that shows the mental and physical benefits of lifting weights and the role it plays in longevity.

“The last decade has seen a secular shift in how strength training is perceived,” Shottan says.

He points to a study that shows strength training reduces the risk of catastrophic injuries among elderly populations and research demonstrating that resistance training can reduce insulin sensitivity among Type 2 diabetes patients and support healthy aging, improved mobility, cognitive function, cancer survivorship and metabolic health.

“It’s no longer just a vanity pastime for the proverbial gym bro,” Shottan adds.

Strength training has been Tonal’s focus since 2018, when the company debuted its high-tech, at-home, strength training system that uses digital weights to serve as an all-in-one workout companion for users.

“No matter what an individual’s goals are, Tonal can assess and then guide that person to their outcome successfully thanks to nearly 200 distinct exercises, multiple weight modes, the highest production-quality guided content and industry-leading artificial intelligence,” he says.

A Different Approach to At-Home Fitness

In general, the at-home fitness sector has struggled post-pandemic as people return to gyms and studios. At the top of its game in 2020, Peloton has notably grappled with a changing at-home fitness landscape in recent years, most recently seeing its CEO depart amid layoffs and buyout speculation.

BowFlex, which rebranded from Nautilus, also fell victim to the at-home fitness bust, declaring bankruptcy and being acquired by Johnson Health Tech, the parent company of Matrix Fitness, as part of the proceedings.

Part of what sets Tonal apart from the pack, Shottan says, is its ability to drive engagement through results — the kind that keeps people going and ensures that their Tonal machine doesn’t end up neglected and covered in dust. 

“What Tonal has done right is make strength training at home an engaging and effective experience and one that members stick with over very long periods of time to improve their lives,” Shottan says, adding that data from hundreds of thousands of Tonal members shows that on average, members make 70+% strength gains in their first year on Tonal.

“Even members who joined more than 3 years ago are still working out on Tonal 10-plus times a month,” he shared. 

The Power of Data

Although the topic of data collection tends to stir up controversy, it undeniably carries benefits when used by fitness tech companies for the purposes of improving users’ health and longevity. 

“There is so much data being collected right now across an entire ecosystem of companies looking to improve human outcomes,” Shottan says. “Glucose monitoring, sleep quality, walking gait assessments—you name it. What Tonal has, which is unique and fully differentiated, is a collection of physiological measurements, all tied to strength outcomes.”

In an interview last fall, Tonal CEO Krystal Zell shared a bit about the smart home gym company’s data-capturing process — which is anonymized but allows the brand to drive insights and propel the member experience.

“The movement, the reps, did you struggle with movement? Did you struggle with the last rep? Did we have to turn on spotter mode and give you a spot? All of this data is completely captured, and we know a lot about you,” Zell told ATN. “It’s not about technology for the sake of technology. It’s all about how we can use this data to get our members better workouts with more results.”

Tonal’s ability to collect detailed data on member movements allows Tonal to do things like create highly personalized workout plans for its users.

“In aggregate now, Tonal has amassed the world’s largest physiological data set tied to human strength,” Shottan says. “And unlike many other companies that capture data, Tonal is in the unique position to provide actionable insights in the same closed-loop system. The more you use the product, the smarter it gets for you personally, and the smarter it gets as a whole.”

Tonal’s vision, according to Shottan, is to provide anyone with the ability to achieve positive results by strength training while in the comfort of their home — and with the same degree of personalization that a human coach would provide. 

“Our data and size allow us to do that,” he says.

What’s Next for Tonal 

As Tonal focuses on ensuring it has the world’s best hardware, content and AI-powered personalization, the smart home gym maker is planning to release some new features to meet those goals.

One upcoming offering is Training Goal Metrics, which tracks progress in categories such as muscle growth, strength and weight loss and informs a member if they have reached their weekly target or what they need to do to reach it (such as performing a certain number of sets).

A second new innovation, Training Effects, will indicate how much a program or workout will help a Tonal member hit their specific fitness goals. This will allow members to gauge a program’s relevance and make it easy to compare content. 

On the product front, Tonal plans to introduce TONi, a digital assistant that incorporates an AI-powered natural language interface and Tonal’s proprietary data. The new feature will allow members to tailor their workouts and enhance their personal training experience. 

In addition to the upcoming features, Shottan indicated that the smart home gym maker is considering bolstering its retail presence to bring more people into Tonal’s AI-based strength training world. 

“We’re also continuing to evolve the applicability of our product beyond the core strength training modality and into adjacent needs such as mobility to ensure that everyone, no matter where they are in their strength training journey, can get value from Tonal,” Shottan shares.

The post For Tonal, AI & Strength Training Are the Keys To Saving At-Home Fitness appeared first on Athletech News.

Next-gen strength training is gaining steam with investors as artificial intelligence is making dumbbells (and fitness in general) smart.

Kabata, an immersive workout platform, has raised $5 million in a seed round to further develop its AI-powered dumbbells, which adapt to users’ progress. 

The all-in-one smart dumbbells are adjustable from 5 to 60 lbs. They can count reps, analyze form and use AI-powered coaching to adjust the weights as needed.

The dumbbells also tout gaming-inspired, patent-pending haptics, sending vibrations, pulses and rumbles to a user’s palm when a form correction is needed, a set is completed or a personal best has been achieved. A velocity-based training feature monitors rep quality so users can make progress safely and be informed when they’re fatigued and may be at risk for injury.

“Not only are dumbbells statistically the most used piece of fitness equipment, they are also arguably the most recognizable and iconic to strength training – yet they’ve remained the same for decades,” Kabata CEO and co-founder Kareem Aly said. “In my experience as a personal trainer, I see more people starting to understand the benefits of strength training and wanting to incorporate it into their routines, but it’s often difficult to get started.”

The smart dumbbells are available for pre-order and are slated to ship this fall. Kabata is running an early bird promo for $799. 

New users to Kabata log on to the platform’s app and complete a brief onboarding session. Kabata then creates a personalized six-week workout program with self-guided exercises and trainer-led classes while rep count, time under tension, velocity, power, and calories are tracked in real-time. Over the first couple of weeks, Kabata AI will use the workout data to fine-tune workout recommendations and make program adjustments and weight increases. 

“Weight training is not just for muscle men; it’s for everyone,” Menlo Ventures partner Shawn Carolan said. “Kabata’s AI dumbbells hold the key to unlocking strength training for the masses.”

The seed round, led by Menlo Ventures, included participation from Courtside Ventures, Detroit Venture Partners, Wildcard Ventures, MVP Ventures, AIR Ventures, Alumni Ventures and former NBA player Zaza Pachulia.

Kabata has also attracted Bradley Chubb of the NFL’s Miami Dolphins as an investor.

Data-Driven Fitness 

AI is quickly changing the fitness landscape, both for at-home fitness consumers and operators. 

Smart home gym company Tempo raised $220 million in a Series C round in 2021 for its smart weight system that uses AI-powered sensors and provides real-time form feedback and personalized daily workouts by leveraging biometric data.

Tonal raised $130 million in new funding last year for its AI-powered approach to at-home strength training. smart home gym company and has amassed five years’ worth of complete data collection on strength training.

Connected rowing company Hydrow has also leveled up its AI efforts, having acquired a majority stake in Speede Fitness, a strength training and analytics company that has two AI-powered strength trainers.

On the operator side, fit tech company EGYM recently debuted EGYM Genius, an AI-powered software that develops adaptable and personalized training plans based on user goals and billions of data points. The software can also link strength equipment, free weights, cardio and more. The software is expected to roll out later this fall.

The post Kabata Raises $5M for AI-Powered Dumbbells That Track Form appeared first on Athletech News.

Peloton will enter into a $1 billion loan facility among other financial moves as the struggling connected fitness company embarks on what it calls a “global refinancing” plan.

On Monday, Peloton announced that it intends to enter into a series of financial transactions including a $1 billion, five-year term loan facility, the issuance of $275 million in convertible senior notes and a $100 million, five-year revolving credit facility. In total, Peloton will get around $1.4 billion in new credit from the transactions.

The convertible senior notes will be issued to private investors and will be due in 2029. Peloton plans to use the proceeds of the notes offering and the credit facility, along with existing cash on hand, to repurchase around $800 million of its 0% convertible senior notes due in 2026, it said.  

According to a report from Bloomberg, JPMorgan Chase is leading the loan transaction. 

The money moves come as Peloton looks to shake itself out of a prolonged post-pandemic slump; the company has had trouble adjusting as consumers return to in-person fitness activities in gyms and studios at the expense of working out at home on Peloton bikes and treadmills. 

Last month, the connected fitness company announced the departure of CEO Barry McCarthy and laid off 15% of its workforce amid slumping hardware sales and issues growing its subscriber base. Peloton also stated that it was looking to reduce its annual expenses by over $200 million as part of a cost-cutting plan. 

Connected Fitness Woes

Peloton isn’t the only connected fitness company to struggle in the post-pandemic environment. Clmbr, which attracted investment from celebrities including LeBron James and Jay-Z at the height of the pandemic for its connected vertical climbing machine, laid off a quarter of its staff and closed an in-person studio in Los Angeles last summer. In October, Interactive Strength, better known as Forme, announced plans to acquire Clmbr and grow the company’s B2B distribution network. 

Lululemon notably discontinued Mirror, a connected fitness smart mirror device it paid $500 million for at the height of the at-home fitness boom in 2021. The activewear giant instead partnered with Peloton in a deal that puts content from Peloton instructors on Lululemon Studio, an on-demand workout platform. 

Peloton’s Subscriber Predicament

For its part, Peloton launched a large-scale rebrand in 2023, saying it wanted to be known as more than just a “bike company.” Since then, Peloton has looked to position itself as a fitness media platform rather than an equipment brand, touting its workout classes that range from indoor cycling to strength training to yoga. 

While Peloton’s instructors are highly popular among a devoted fan base of diehards, the connected fitness company has had trouble attracting a broader audience in a post-pandemic world filled with workout options. 

Earlier this year, Peloton reported around 3 million “connected fitness subscribers” (those who own a Peloton machine and a monthly subscription plan) but only around 700,000 digital-only subscribers; the latter figure has been decreasing in recent quarters.  

Private equity firms are rumored to be interested in buying Peloton and taking it private. The connected fitness company’s market value has dropped around 84% since it went public in 2019 and 97% from January 2021 at the height of the pandemic. 

The post Peloton Enters Into $1B Loan Facility as Part of Refinancing Effort appeared first on Athletech News.

All products featured on Athletech News are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission

Aviron was founded by Andy Hoang in 2018, who saw the potential to bring gaming psychology and design to the connected rowing space.

Instead of merely launching a connected rowing machine with virtual leaderboards and stats, Aviron focuses on what it calls “fitness entertainment.” The company offers program categories that include virtually competing against Olympians, instructor-coached classes, and video game-style classes. Aviron applies science to make gameplay fun and addictive for extra consumer motivation.

In a post-pandemic era when connected fitness is facing challenges, can Aviron keep consumers’ attention?

Athletech News put the Aviron Strong Go Rower to the test to find out.

Pros

The Aviron Strong Go Rower has done the seemingly impossible: make tough workouts fun. The rower combines workout and leisure time while still providing a challenge. Unlike many virtual reality (VR) workouts, which entertain but are not targeted to serious athletes, Aviron delivers on both.  

Aviron offers games like “Row Breaker,” where users smash bricks with every stroke, “Row to Riches,” where users battle pirate ships, or “Blaze Breakers” where users save a burning building by spraying a water cannon. The games are reminiscent of old-school arcade games but are designed for a high-res screen.

The app also gives users extensive streaming options, like YouTube, Max, Disney+, Hulu, Spotify, and more. Those looking for a virtual getaway can row through cityscapes or tropical paradises.

What stood out most about Aviron was the sheer variety of offerings. I could “compete” in a race against an Olympian or race against a past version of myself, or I could merely watch a favorite show on Netflix as I worked out. The brand accepts and caters to all levels of workout motivation. 

Although the rower caters to all motivation levels through its entertainment offerings, it remained a difficult workout. I’m a very active person but I was exhausted after just twenty minutes of working out with the Strong Go Rower, even on its easier levels. What I enjoyed most about the workout was that it was extremely time-efficient, perfect for busy professionals or those looking to shake up their routine. Because rowing is a low-impact, full-body workout, I felt sore but not strained post-workout. 

The Strong Go Rower is affordable compared to many at-home rowers at only $1599 (on sale for $1299 at time of publishing). Competitors like the Hydrow Wave Rower are similarly priced but lack the gamification features that make Aviron special.

Aviron’s rower is beautifully built, made with premium steel and aluminum. The cushioned, high seat was surprisingly comfortable, and the adjustable straps were secure. The rower combines both air and magnetic resistance and, as a result, is extremely quiet. Despite its price point, the Strong Row Rower seems like a premium offering, even though it lacks a built-in screen. 

Using a separate iPad did not impact my experience on the rower compared to competitors with a built-in screen. My device connected very easily to the rower, and the lower price felt very worth the added step of mounting an iPad or iPhone. Aviron’s app even works whether or not you have an active membership, which is generous compared to many other connected fitness brands, which push subscription memberships. The membership is $24/month, a fairly standard price for fitness subscriptions. 

The Strong Go Rower’s leaderboard feature also encourages accountability and engagement. Like many other connected fitness offerings, it shows users their standing compared to others. Unlike many competitors, it takes the leaderboard gamification to the next level with virtual racing against other users and tailored challenges to one’s fitness level and goals. I particularly loved the tailored challenges, which provided extra boosts during tough workouts. For example, it would offer bonus points if I could reach a particular speed for 10 seconds. Aviron also tracks one’s progress and reminds users of their growth for extra motivation. 

Cons

For users who enjoy the traditional, instructor-led class format, Aviron might not be the best fit, as it is more focused on the gamification and entertainment angle. The brand does offer classes, but its product library is more limited than those of some competitors. The instructor-led classes also do not have as high a production level as those of competitors like Peloton. 

Although the rower is compact, at only an 84” length and 27” width, it does not fold up like some competitors. Depending on space restrictions, this might bother those in smaller apartments. 

Final Thoughts

The Aviron Strong Go Rower is a fantastic choice for those who want an engaging and dynamic workout option at an affordable price. 

Read more ATN Product Reviews here.

The post Product of the Week: Aviron Strong Go Rower Makes Tough Workouts Fun appeared first on Athletech News.

Several private equity firms have been considering a buyout of Peloton, and the connected fitness company has had discussions with at least one firm, according to a new report.

The buyout speculation, reported by CNBC on Tuesday, has resonated with investors, with shares of PTON up over 15% on the day.

Last week, Peloton announced the exit of CEO Barry McCarthy and significant layoffs, which are part of the connected fitness giant’s restructuring strategy to reduce annual expenses by over $200 million. Peloton reported total revenue of $717.7 million in Q3 2024, a decline from $748.9 in the prior-year period.

Although demand for Peloton Bikes surged during the pandemic’s at-home fitness boom, the connected fitness company has struggled to match the consumer fervor of 2020 and has pivoted to a more content-focused model.

The fitness company also has upcoming debt maturities, consisting of convertible notes and a term loan referenced in Peloton’s Q3 2024 shareholder letter.

 “We know this is also on the minds of our shareholders,” McCarthy penned in a letter to Peloton team members last week in his final act as CEO. “We believe that achieving sustained positive Free Cash Flow makes Peloton a more attractive investment for debt holders. Overall, our refinancing goals are to deleverage and extend maturities at a reasonable blended cost of capital.”

Peloton added that it has been working closely with JPMorgan and Goldman Sachs and its financial advisor, BDT & MSD Partners, on its refinancing strategy. 

“We are encouraged by the support and inbound interest from our existing lenders and investors and we look forward to sharing more about this topic,” McCarthy’s letter said.

Peloton doesn’t anticipate having any issues refinancing its debt, according to CNBC.

At-Home Fitness Woes

The walls may be closing in for Peloton, which is limited in terms of the financial resources needed to take any risks with new growth initiatives, points out Motley Fool’s Anthony Di Pizio.  

“(It) makes a sustained recovery all the more challenging,” he wrote.

McCarthy, who led Peloton for just over two years after replacing Peloton founder John Foley, tried countless measures to right the ship and drive enthusiasm post-pandemic: a TikTok content collab, a (now defunct) collegiate sports strategy, a deal with Lululemon, a massive rebrand to move away from hardware in favor of fitness content and a spate of B2B partnerships, among other endeavors.

Demand for at-home fitness equipment has waxed and waned in recent years — apparently catching up to companies who have begun raising white flags. Despite a major rebrand, BowFlex declared bankruptcy and was sold to Johnson Health Tech Retail, the parent company of Matrix Fitness, as part of those proceedings.

Even more recently, Stages Cycling, an indoor and outdoor cycling company that supplies some of the biggest fitness brands in the world, reportedly laid off its staff as it winds down its operations.

The post Peloton Considers Going Private Amid Struggles, Per Report  appeared first on Athletech News.

The search is underway for Peloton’s third CEO following news that Barry McCarthy is stepping down and will transition to a strategic advisor role through the remainder of the year. Peloton also announced significant layoffs as part of a cost-cutting strategy. Shares of PTON jumped nearly 9% Thursday morning in response.

The news comes as Peloton announced its Q3 2024 earnings, reporting total revenue of $717.7 million in the quarter ($279.9 million of connected fitness revenue and $437.8 million of subscription revenue) — a decline from $748.9 when compared to Q3 2023. 

The connected fitness company is laying off approximately 15% of its employees, impacting roughly 400 Peloton team members, as part of a restructuring strategy to reduce annual expenses by over $200 million. Peloton will also continue to close its retail showrooms, it said.

“You’ve often heard me talk about the importance of dealing with the world as it is and not as we want it to be. This is one of those moments,” McCarthy wrote in a letter to Peloton team members. “Hard as the decision has been to make additional headcount cuts, Peloton simply had no other way to bring its spending in line with its revenue.”

McCarthy has led the connected fitness company since the beginning of 2022, succeeding Peloton founder John Foley. A former Spotify and Netflix exec, McCarthy set out to revitalize the fitness brand and return it to its glory days of at-home fitness.

While Peloton embarks on a quest to find its next leader, Karen Boone, current Peloton chairperson, and Chris Bruzzo, a Peloton director, will serve as interim co-CEOs. 

Peloton ended the quarter with 674,000 paid app subscriptions, a net reduction of 44,000 in the quarter. As for its paid app subscriptions, Peloton saw a net increase of 52,000 in the quarter, ending Q3 with 3.06 million paid connected fitness subscriptions.

For its full-year outlook, Peloton is lowering its paid connected fitness subscriptions by 30,000 and its paid app subscriptions by 150,000. Peloton quietly ended its unlimited free app membership program earlier this month after the program failed to convert enough users into paid subscribers.

Peloton Bike rentals continue to show promise, with new rentals up 10% year-over-year. The connected fitness company also says it plans to “reimagine” its international go-to-market approach. 

Peloton and Hyatt announced this week that they’ve partnered to bring in-room video content and Peloton equipment to Hyatt properties so travelers could earn World of Hyatt points for using Peloton’s hardware during their stay.

Despite McCarthy’s efforts to course-correct Peloton over the last two years, the COVID-era darling has struggled to find its identity post-pandemic as fitness consumers return to the gym and in-person workouts in large numbers. BowFlex, which filed for bankruptcy in March before being sold to Johnson Health Tech Retail, has also been a casualty of the at-home fitness boom gone bust. 

Following a massive rebrand last year in an attempt to be viewed as more than just a Bike company, Peloton has led numerous experiments as it seeks to away from hardware sales in favor of fitness content on its app. The brand attempted a collegiate strategy that didn’t pan out, forged a partnership with Lululemon that seems to have been forgotten and tapped TikTok in a bid to appeal to the social media app’s young users. The latter partnership is showing promise, Peloton representatives have told Athletech News.

The post Peloton CEO Barry McCarthy Exits Amid New Round of Layoffs appeared first on Athletech News.

All products featured on Athletech News are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission

Pvolve has launched an exclusive fitness bundle and workout calendar curated by Jennifer Aniston, the face of its brand. The A-list celebrity and the functional fitness brand are coming up on the one-year anniversary of their partnership, forged in June 2023.

The Essentials bundle features the patented P.ball, P.band, P.3 Trainer, as well as the Slant Board, Heavy Ankle Band and Gliders, all of which Aniston uses regularly in her fitness routine. The limited-edition package is also accompanied by a three-month Pvolve Streaming Membership and a branded tote. 

“We’re thrilled to celebrate nearly one year of partnering with the incredible Jennifer Aniston. She’s an inspiration for me and many members of our community, demonstrating the power of The Pvolve Method and its many benefits,” said Rachel Katzman, founder of Pvolve. “We’re so happy we’ve been able to help Jen feel stronger, and we’re confident these new offerings will help our members feel stronger, too.”

To get started with the new bundle, Aniston and her Pvolve trainer, Dani Coleman, put together a suggested monthly workout calendar featuring classes that mimic Aniston’s Pvolve training schedule.

In celebration of the launch, Pvolve and Aniston are launching a Spring Challenge that runs between May 13 and June 9. Members who take 12 classes during that month will be entered into a sweepstakes where one grand prize winner will receive a trip to Los Angeles for a private training session with Coleman. 

“The Pvolve Method is different from other workouts I’ve done in my life,” Aniston said. “There’s so much variety in each workout that it keeps you interested, on your toes, and motivated. Whether you’re just starting or more advanced, the low-impact, high-intensity classes and world-class trainers challenge you without putting an unhealthy level of strain on your body.”

Pvolve has been rapidly growing its brick-and-mortar presence amid the successful partnership with Aniston and its science-backed approach to fitness, with nearly 50 franchise locations sold and 9 studios opened, six of which are franchised, as of last month.

The functional fitness brand opened its first franchise studio in San Diego last year and has since expanded to markets including New York City, Austin, Nashville and Canada.

Soon after Aniston joined the brand, Pvolve reported a 650% increase in branded search and a 125% increase in franchise inquiries. 

The Essentials Bundle can be purchased online for $349.99 starting today and will be available for a limited time only. 

The post Pvolve, Jennifer Aniston Drop Equipment Bundle, Workout Collection appeared first on Athletech News.

REP Fitness, the fitness equipment supplier known for its innovative approach to strength and cardio machinery, is looking to expand its presence in Europe with a direct-to-consumer (DTC) push.

While REP has already established itself in the United States, the Philippines and the United Kingdom via several partnerships, it’s now looking to plunge into continental Europe, inking deals with Fitness Engros from Denmark and Innovex Fitness from the Netherlands. Both administer successful distribution networks across Europe. 

“We are excited to bring REP to our European customers,” said REP Fitness co-founder and co-CEO Ryan McGrotty. “Our partnership with Fitness Engros and Innovex Fitness will ensure that we maintain our high standards of service and product quality. This expansion is more than just growing our reach; it’s about making quality fitness equipment accessible to more people, enabling them to achieve their fitness goals with the best possible tools.”

The move marks a substantial step closer to REP’s ultimate goal of making its state-of-the-art equipment available to the masse worldwide The brand is fresh off exciting showcases at IHRSA 2024 where its Athena attachments, PR-5000 rack, Commercial Rig and a new ensemble of cardio equipment took center stage. With Fitness Engros and Innovex Fitness, REP aims to establish a seamless direct-to-customer model across Europe. 

The European expansion move comes after REP did over $100 million in sales and distributed its equipment to over 1,000 brands in 2023. While much of the brand’s success in the U.S. has come on the DTC side of business, REP is also aggressively pursuing commercial expansion in the U.S.

“We’re probably one of the biggest home-gym companies that’s flown under the radar because we haven’t been out at trade shows, sponsoring events and sponsoring athletes,” McGrotty told Athletech News ahead of the company’s debut at IHRSA 2024 earlier this year in Los Angeles and its trip to FIBO 2024 in Germany.

The post REP Fitness Pushes Deeper Into European Home Gym Market appeared first on Athletech News.

Yoga mats are one of the most basic – and arguably the most mundane – pieces of exercise equipment out there. Stakt, a female-founded wellness brand, is out to change that. 

With the goal of innovating fitness equipment to make working out more comfortable, convenient and dynamic, Stakt launched the Stakt Mat, which operates both as a fitness mat and a block capable of enhancing and modifying people’s workouts. According to Stakt, it’s the only product out on the market capable of doing both. 

“As the world around us changed, so did our workouts,” Stakt co-founders Taylor Borenstein and Millie Blumka note on their website. “Stakt was born out of a love for sweating and a need for adaptation. Our ‘at-home workout’ was no longer just a weekly yoga class to wind down, and we needed a fitness mat that could keep up.”

The Stakt Mat is twice as thick as a standard yoga mat. It folds section over section, allowing it to transform into a block and act as a second piece of equipment. The mat also includes a non-slip surface to enhance stability and is easy to store and clean. The mat can be used for workouts beyond yoga, including strength training modalities.

This versatility propelled the Stakt Mat to a place on TIME’s Best Inventions of 2023 list. It also won “best foldable mat” in the Women’s Health Fitness Awards for 2023. Blumka and Borenstein also appeared on NBC’s hit show “Shark Tank” in 2022 to pitch Stakt.

Along with its signature mat, Stakt also sells a cleaning spray and carrier bag.

Looking ahead, Stakt sees opportunities to expand its commercial sales reach by bringing its products to gyms and studios.

“While we are primarily DTC, we are partnered with many studios and gyms throughout the country who are looking to provide their clients with an elevated, more versatile experience,” Blumka tells Athletech News. “Studios and gyms make up about 20% of our business and we are focused on expanding this this year.”

The brand also makes a point of keeping its users engaged after checkout, boasting an active social media presence with over 1 million likes on Instagram.

“We make it a priority to share and highlight our studio on our social media, send geo-targeted emails to our community living near the studio, and we also invite the instructors to teach on our virtual platform,” Blumka says.

Stakt’s arrival on the scene comes as boutique fitness booms. Research suggests that yoga, Pilates and Barre – three modalities that could all benefit from the Stakt Mat in some shape or form – will continue to be market leaders.

The post Stakt Aims To Transform Yoga Mat Market With Foldable Design appeared first on Athletech News.

American Home Fitness has become the latest victim of the post-pandemic at-home fitness slump, with the privately held fitness retail company filing for Chapter 11 bankruptcy in a consolidation effort.

It’s become a familiar scenario for troubled fitness companies, as seen with equipment giant BowFlex, which declared bankruptcy last month.

The Michigan-based American Home Fitness sells well-known equipment brands such as Echelon, Inspire, Precor, Power Plate, StairMaster, Octane and Hyperice online and in its brick-and-mortar retail locations in its home state and Ohio.

The April 2 filing, entered into the U.S. Bankruptcy Court of the Eastern District of Michigan, estimates assets between $1 million and $10 million and estimates liabilities between $100,001 and $500,000. Several creditors were also listed, including Chase Ink Business with an unsecured claim of $57,983.

Charles Bullock, an attorney representing American Home Fitness in the legal process, told Crain’s Detroit Business that the company was a strong performer in the at-home fitness space before the market changed in recent years.

“In fact, during COVID, it had very strong years,” he told the publication. “Post-COVID, there’s been a real decline in at-home exercise. Foot traffic is down significantly at their stores, and they still have leases that they have to pay on.”

“It’s a story that you’re going to see I think a number of times going forward,” Bullock predicted to Crain’s. “These retail operations that were incredibly stable … post-COVID, the paradigm has changed, and they need bankruptcy assistance to restructure.”

At-Home Fitness Giants Struggle

Peloton, much like BowFlex and American Home Fitness, has continued to face challenges in a post-pandemic landscape that has seen consumers return to in-person fitness experiences in larger numbers than many predicted.

Peloton experienced record highs in May 2020 due to pandemic-related fitness purchases and closed out the year at $152/share. Fast forward four years, and the connected fitness company is priced at under $4 a share and is still struggling to return to its glory days despite undergoing a rebrand and putting more focus on its workout content over bike sales.

Like Peloton, BowFlex underwent a splashy makeover last year, dropping its Nautilus name in favor of its most popular equipment brand. However, BowFlex filed for Chapter 11 last month, agreeing to a deal that could see Johnson Health Tech Retail, parent company of Matrix Fitness, acquire it for $37.5 million.  

The post American Home Fitness Files for Bankruptcy, Citing Post-Pandemic Market appeared first on Athletech News.

TRX Training announced a new partnership with the Navy SEAL Foundation, a non-profit organization dedicated to providing vital support to the Naval Special Warfare (NSW) community and their families.

In 2023, TRX initiated a $2 million gear donation to the Navy SEAL Foundation and will continue to support the organization through offerings like exclusive discounts on products. 

“We are honored to partner with the Navy SEAL Foundation and support the courageous men and women who serve in the Naval Special Warfare community,” said Jack Daly, CEO of TRX. “Our company has deep roots in the military, and we are committed to giving back to those who have sacrificed so much for our country.”

The Navy SEAL Foundation provides a comprehensive set of over thirty programs to warriors, veterans and families of Naval Special Warfare (NSW). The programs are under the five Pillars of Support: Strength, Resilience, Health, Education, and Community. Programs help members reduce stressors, address tragedy and aid with recovery, enhance physical and mental wellness, and provide scholarships and development opportunities.

“We are grateful for TRX’s generous support and commitment to the NSW community,” said Robin King, CEO of the Navy SEAL Foundation. “Jack and Metka Daly have been long-time supporters of the Navy SEAL Foundation and with TRX’s place in the community it highlights the utmost dedication and distinction of the brand for both active and veteran service members.”

TRX’s support of the U.S. military extends beyond philanthropy. The company, founded by former Navy SEAL Randy Hetrick, has a history of providing training equipment to all branches of the military. Because the brand’s functional training products are portable and versatile, they’re ideal for helping military personnel stay in shape on the go. 

The post TRX Deepens Commitment to Navy SEAL Foundation appeared first on Athletech News.

At-home fitness equipment manufacturer BowFlex has filed for Chapter 11 bankruptcy, agreeing to a deal that could see Matrix parent company Johnson Health Tech Retail acquire it for $37.5 million.

Johnson Health Tech will operate as BowFlex’s stalking horse bidder, allowing them to acquire all company assets at the close of the transaction, less closing adjustment amounts for accounts receivable, inventory and certain transfer taxes. Other interested parties will have the chance to submit competing offers, but if none beat the $37.5 million price already agreed upon by BowFlex and Johnson, the sale will go through. 

Subject to court approval, BowFlex will also receive $25 million of debtor-in-possession financing from SLR Credit Solutions and its affiliates. Those funds will enable BowFlex to continue its normal operations and meet its financial obligations to employees, vendors and its continued provision of customer orders during the bankruptcy proceedings and while executing the sale process.

“For decades, BowFlex has empowered healthier living and enabled consumers to reach their fitness goals with our innovative home fitness products and individualized connected fitness experiences,” said Jim Barr, BowFlex CEO. “As a result of the post-pandemic environment and persistent macroeconomic headwinds, we conducted a comprehensive strategic review and determined this was the best path forward for our company. We are fortified by the potential partnership with Johnson Health Tech and encouraged by the multiple parties that have indicated an interest in bidding for our company. Our goal is to maximize value for our stakeholders through this process.”

At-Home Fitness Struggles

BowFlex isn’t the only at-home fitness supplier struggling out of the pandemic gates. Peloton has repeatedly seen share prices drop, including a 23% dip last month after lowering its full-year 2024 revenue forecast.

Still, the writing has been on the wall for BowFlex for some time now. In December, the company received a notice from the New York Stock Exchange (NYSE) alerting them of their failure to comply with listing standards, such as maintaining an average global market capitalization of at least $50 million over a 30-day consecutive trading period. 

A few months before that, the Vancouver, Washington-based company was hit with a non-compliance notice, which flagged the brand for having an average closing price of less than $1.00 per share over a consecutive 30-trading day period. Now, BowFlex will enter bankruptcy with $140 million in assets and $126 million in liabilities according to its newly filed petition. 

What’s Next for BowFlex?

Along with Matrix Fitness, Johnson Health Tech also carries wellness companies Horizon Fitness and Vision Fitness. Whether Johnson or another bidder ends up acquiring BowFlex, the move promises to give the once-popular at-home fitness maker a much-needed sense of redirection after recent struggles. 

BowFlex notably underwent a rebrand last year, changing its name from Nautilus to BowFlex to put more emphasis on its strongest brand. The equipment maker also remodeled its BowFlex line, equipping it with brighter visuals, messaging with goal promotions and a more inclusive approach to fitness to hopefully attract younger fitness consumers.

The post BowFlex Files for Bankruptcy, Eyes Potential Sale to Matrix Parent appeared first on Athletech News.

BowFlex is casting “substantial doubt” on its ability to continue operations and is considering filing for bankruptcy, according to a recent quarterly filing. The grim outlook follows a company-wide rebrand last fall that saw Nautilus switch its corporate name BowFlex.

In an SEC filing on February 21, the Vancouver, Washington-based fitness equipment maker cites a challenging retail operating environment, “deteriorating macroeconomic conditions” and a decline in customer demand, resulting in a “significant year-over-year decline” in revenue for the three and nine months ended December 31, 2023. 

BowFlex said it believes “conditions will not improve in the next several quarters,” negatively affecting its liquidity projections. The equipment maker painted a dire picture:

“We have been actively pursuing alternatives to access liquidity or sell the Company or its assets, which may include making a voluntary filing under federal bankruptcy laws,” BowFlex reported. “If we are not able to promptly consummate a transaction or access additional sources of liquidity, we will not be able to maintain compliance with debt covenants in our credit facilities and may not be able to continue to operate our business.”

“Management has determined that under these circumstances, there is substantial doubt about our ability to continue as a going concern for twelve months from the issuance date of this report,” the company added.

BowFlex reports that for the three and nine months ended December 31, 2023, it incurred a net loss of $34.3 million and $51.8 million, respectively, and for the three and nine months ended December 31, 2022, it incurred a net loss of $11.1 million and $84.5 million, respectively. 

Despite its rebrand, which included a colorful marketing campaign and the release of new home-fitness products, BowFlex has continued to struggle. 

The fitness equipment maker received its second notice from the New York Stock Exchange at the close of last year, warning that it wasn’t in compliance with continued listing standards amid its financial issues.

Despite rallying around its “North Star” strategy since 2021 under CEO Jim Barr, the company previously discussed a potential sale and also conducted layoffs, affecting 15% of its staff, in early 2023.

The equipment maker had announced in May that it would sell $13 million in non-core assets, including the Nautilus brand trademark, to boost its balance sheet in response to lackluster net sales. In June, BowFlex, then operating as Nautilus, sold over four million shares of its common stock or equivalents to an institutional investor to raise $5 million for general corporate purposes. 

The post BowFlex Future in ‘Doubt’ as Company Weighs Sale, Bankruptcy appeared first on Athletech News.