Celsius Holdings has struck a deal to acquire energy drink brand Alani Nutrition, maker of Alani Nu beverages, for $1.65 billion comprised of cash and stock.

Alani Nu, co-founded in 2018 by entrepreneur and fitness influencer Katy Schneider, offers protein shakes and bars, gummy snacks, “Balance Capsules” and pre-workout powders in flavors such as Cosmic Stardust, Galaxy Lemonade and Hawaiian Shaved Ice.

“Celsius is at a defining moment in the better-for-you, functional lifestyle products movement, and we are thrilled to welcome Alani Nu to the Celsius family,” Celsius CEO and chairman John Fieldly said. “We have deep respect for the strong community of supporters and fans Alani Nu has developed and the authentic brand and partnerships they have formed. Together, we expect to broaden the availability of Alani Nu’s functional products to help more people achieve their wellness goals with great-tasting, functional product options at more moments throughout their lives.”

Celsius just released its Q4 and full-year 2024 financial results, reporting $1.36 billion in revenue and a 22% year-over-year increase in retail sales, driven by growing demand for functional, better-for-you products.

“As Alani Nu enters this next chapter with Celsius, I have full confidence that they are the best partner to enhance Alani Nu’s growth and success while staying true to what makes it so special,” Schneider said. “I’m incredibly proud of everything we’ve built and beyond grateful for this amazing community who made it all possible. I’m thrilled for Alani to reach new heights.”

While Alani Nu has the female consumer demographic on lock, the energy drink wars may soon begin to brew as Anheuser-Busch, 1st Phorm and UFC CEO Dana White are set to launch an energy drink line this summer.

Prebiotic Soda Gains Momentum

Another area to watch in the beverage space? The rebranding of soda.

And for anyone who thought healthier-for-you beverages and snacks are passing trend, industry titan Coca Cola is even on board, announcing this week that it’s jumping on the prebiotic soda train with Simply Pop, a line of fruit-forward beverages comprised of prebiotic fiber, Vitamin C and Zinc. The new product is slated to hit shelves later this month in select regions and online via Amazon Fresh.

Simply Pop will go head-to-head with functional soda brand Olipop, which recently secured a $50 million investment from J.P. Morgan Private Capital’s Growth Equity Partners, bringing its valuation to $1.85 billion. Meanwhile, prebiotic soda brand Poppi recently invested ad dollars for a Super Bowl LIX spot and Slice soda brand (which was acquired by cold-pressed juice brand Suja) is currently undergoing a healthy makeover.

On the retailer front, Target is doubling down on wellness this year as it stocks its shelves with more than 2,000 nutrition, personal care, and better-for-you food and functional beverage options—including Celsius and Alani Nu products.

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Fresh off its acquisition of omnichannel yoga brand Y7, FitLab has now acquired New York City-based Mile High Run Club, a boutique running studio with three locations across the Big Apple.

The addition of the treadmill training concept complements FitLab’s growing ecosystem of fitness and wellness brands and comes amid a surge of interest in running, according to recent data from Garmin. 

“Mile High Run Club has redefined the running experience and ushered in a fresh perspective on running,” FitLab co-CEO Brian Kirkbride said. “What was once primarily a solo grind has turned into a high-energy, group-driven activity that people truly look forward to. Before running’s resurgence and the rise of run clubs, Mile High had already perfected an all-weather training experience. Thousands of people have discovered a love for running thanks to Mile High, and we’re thrilled to bring such an innovative, culture-shifting brand into the FitLab family.”

Founded in 2014, Mile High Run Club’s NoHo, NoMad and UES clubs offer coach-led treadmill training for runners of all levels within a club-like setting with mood lighting and electrifying music. Personalized training programs are also offered for those preparing for half and full marathons and could stoke interest from those gearing up for Hyrox’s upcoming endurance event this May in New York City.

“We’ve always believed that anyone can develop a passion for running if they have access to the right environment, training programs and coaching,” Mile High Run Club CEO and founder Willy Heath said. “We’ve worked hard to prove this in New York City, and with FitLab’s backing, we’re excited to inspire even more people to embrace running and reap its rewards.”

The California-based FitLab, founded by former Nike and New Evolution Ventures execs Kirkbride and Mike Melby in 2019, secured $65 million in strategic financing last March as it advances its multi-brand performance lifestyle company. 

In 2024, FitLab inked a deal with Nike to launch Nike Studios, acquired equipment manufacturers Assault Fitness and RPM Training and partnered with GoSaga, an investment and scaling firm focused on health, wellness, fitness and beauty brands. In addition to Y7 and Mile High Run Club, FitLab’s portfolio also includes action sports and training brand Electric, fitness app Fitplan, boutique weightlifting concept Racked, endurance racing company Ragnar, HIIT-based Sanctuary Fitness and XPT, a performance wellness brand founded by Laird Hamilton and Gabby Reece, which is set to open a studio in Newport Beach, California.

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1440 Foods has acquired the protein bar brand FitCrunch, adding to its sports and active nutrition brand portfolio which includes Pure Protein, MET-Rx, and Body Fortress. FitCrunch CEO Patrick Cornacchiulo will now lead 1440. 

The financial terms of the deal weren’t disclosed.

The protein bar brand, founded in 2012 by Bakery Barn and celebrity chef Robert Irvine, includes powders, baked bars, and wafer bars. 4×4 Capital acquired the business in 2021.

“FitCrunch has cemented its position as a leading active nutrition brand through strong performance across retail channels in a highly fragmented and growing market,” Cornacchiulo said. “We are thrilled to join the 1440 Foods platform and to bring together two talented teams with deep experience in the nutrition category, retail, branding, and manufacturing. FitCrunch and 1440 products enjoy industry-leading loyalty, and combining our portfolios and innovation capabilities will help reach more consumers on more occasions and in more channels. I look forward to leading the company through its next chapter of growth.”

Irvine noted that he’s thrilled for FitCrunch’s next chapter. 

“Since entering the market in 2013, this brand has always been about creating delicious, high-quality nutrition that people can trust, and I’m excited to continue building on that mission with our new partners,” he said. “Together, we’re poised to bring FitCrunch to even more people who want great-tasting options that fuel their best lives.”

Alex Medicis, 4×4 Capital co-founder and chairman of the 1440 Foods board of directors, stated that FitCrunch is helping share the future of ‘better for you’ options. 

“Active nutrition is one of the fastest growing categories within grocery as more people look for flavorful and functional nutrition – whether in the gym, at home, or on the go,” Medicis said. “We look forward to working with Patrick and the team to further our mission of helping consumers in their search for a healthier lifestyle.”

This year, several “better-for-you” brands have attracted attention from companies looking to enhance their portfolios to meet the growing consumer demand for healthier options across food and beverages. 

PepsiCo recently acquired Mexican-American brand Siete Foods, known for its grain-free products, for $1.2 billion. Simply Good Foods also completed its acquisition of Only What You Need (OWYN), a plant-based ready-to-drink protein shake brand, for $280 million this year. Additionally, Nutrabolt, the maker of C4 energy drinks, purchased a 20% stake in superfoods brand Bloom Nutrition. Most recently, Keurig Dr Pepper has entered into a definitive agreement to acquire Ghost Lifestyle and Ghost Beverages LLC, a sports nutrition brand loved by Gen Z.

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Equinox-owned Blink Fitness has reached an agreement with PureGym subsidiary Pinnacle US Holdings to acquire the affordable gym brand’s corporate operations and a substantial portion of its locations, primarily in New York and New Jersey, for a base purchase price of $105 million in cash.

The deal is subject to higher offers and court approval, although PureGym has been granted ‘stalking horse’ status ahead of an Oct. 28 auction. 

Just last month, Blink Fitness announced it voluntarily filed for bankruptcy and was exploring a sale. The low-cost gym operator had also secured a $21 million commitment from existing lenders to support its business during the process. One noteworthy point in light of the bankruptcy filing was the gym operator’s revelation that revenue had increased by nearly 40% over the past two years. 

Blink Fitness president and CEO Guy Harkless noted that the agreement marks an important step in the gym brand’s sale process.

“For many years, Blink has provided our members with an inclusive, community-focused gym destination,” Harkless said. “As we have worked this year to reinvigorate our most popular locations and elevate our member experience, we are encouraged by PureGym’s interest in the Blink business model and strategy and their belief in Blink’s mission to democratize fitness for all.”

Harkless, who joined Blink Fitness at the end of 2023, added that Blink is confident in its foundation as an affordable fitness brand and will provide a “strong base” for new owners to build upon – a sentiment shared by PureGym CEO Humphrey Cobbold.

What’s Next for Blink Fitness

Plans are also in the works for PureGym to invest in New York and New Jersey-area Blink gyms with facility upgrades.

“We have long admired Blink for the premium and affordable fitness experience that the team has delivered and their commitment to helping members improve their life through fitness,” Cobbold said. “This agreement to be the stalking horse bidder in the court-supervised sale process lays the foundation for PureGym to successfully expand its footprint in the U.S., supporting our purpose-driven mission to inspire a healthier world at an accessible price.”

Blink Fitness has over 100 locations throughout the U.S. The low-cost operator’s gyms in Texas, Illinois, and California are not included in PureGym’s agreement, although Blink noted that it is actively exploring the sale of these locations. 

As for Blink gym members in New York and New Jersey, PureGym assures  there will be a “continuity of service.”

PureGym’s Broader Strategy

For its part, PureGym has been eyeing a push into the U.S. and Canada under the Pure Fitness name, which offers flexible operating hours and zero-contract memberships. The fitness brand had teamed with RCS Real Estate Advisors to grow its North American presence earlier this year. Following its 2008 launch, PureGym has grown to over 1.9 million members with nearly 600 clubs in the U.K., Denmark, Switzerland, U.S., Saudi Arabia and UAE.

Just as wallet-friendly gym operators such as Planet Fitness and Crunch Fitness continue to score among young fitness enthusiasts – particularly Gen Z and millennials — similar gym models across the pond are also thriving, with the U.K. fitness industry valued at $7.6 billion, according to one recent market report.

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Outside Inc. has acquired MapMyFitness from Under Armour in a major push to scale its digital platform, making it the largest advertising network in the outdoor and active lifestyle space and solidifying its position as one of the biggest mapping and activity-tracking companies.

MapMyFitness, which includes MapMyRide, MapMyRun, and MapMyWalk., allows users to track activities using built-in GPS on their mobile devices, has grown to over 80+ million members who will now have access to Outside’s community and editorial content while simultaneously bolstering Outside’s mapping capabilities.

The terms of the deal were not disclosed.

“As the original co-founder of MapMyFitness, I am excited about bringing the MapMy community into the Outside network to enhance the value of our platform for our users and paid members,” Outside founder and CEO Robin Thurston said. “I believe that by continually adding high-value services to the Outside platform, consumers win, and ultimately we achieve our mission of getting more people outside daily.”

Outside recently announced the launch of a community-based social platform connecting users and syncing activity data from other devices, apps and events to inspire people to get outdoors. Similar to other popular social media platforms, users can create a universal Outside profile, customize their activity feed by following friends, creators and brands and share their activities, photos, leave comments and more.

“Our new social platform is a culmination of all the brands we’ve brought together so that our users can consume the digital content that inspires them, activate through our mapping and event technology, and finally, celebrate their achievements with a community of outdoor enthusiasts and brands,” Thurston said.

Additional app integrations are in the pipeline, with Outside sharing that members of Outside+ will soon discover premium benefits in the coming months.

Earlier this spring, Outside announced a series launch in partnership with Toyota, “Ultimate Mountain Athlete,” where male and female outdoor athletes competed in a challenging backcountry environment in Colorado’s San Juan Mountains.

For those headed on outdoor adventures this fall, check out a round-up of Athletech News’ top five product recommendations.

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