Flex, a Health Savings Account (HSA) and Flexible Spending Account (FSA) payment solution, has teamed up with amp, makers of a sleek, AI-powered at-home fitness device that delivers a personalized workout experience.

Now, consumers can use their HSA and FSA funds to purchase amp’s fitness device.

The premium fitness equipment company joins a growing list of Flex partners, which includes Echelon, recovery wellness tech brand Kineon, smart ring maker Ultrahuman, Forme, Centr, CorePower Yoga, Orangetheory, iFIT and Tempo. 

Behind amp is founder and entrepreneur Shalom Meckenzie, the largest shareholder in DraftKings. Last fall, the company officially launched amp for pre-orders.

“amp is redefining fitness with cutting-edge AI technology and award-winning design, creating a smarter, more personalized training experience that pushes limits and delivers results,” amp CPO Amir Levanon said. “Partnering with Flex empowers our customers to invest in their health seamlessly, using pre-tax dollars to access our smart fitness device without financial barriers.”

Unlike traditional at-home fitness equipment, which tends to be bulky, amp’s gym system is noticeably stylish and compact but mighty. It has a minimum weight of 5 pounds and the flexibility to level up to 100 pounds of digital resistance. 

Users can easily adjust weight amounts in real time or manually, and there are three smart resistance modes available: Fixed, Band and Amplify. Fixed mode maintains constant weight throughout the entire range of motion, while Band adds resistance the further a user gets from the starting position. Amplify mode adds resistance when returning to the starting point. A subscription-based app guides users through gamified workouts and allows users to participate in challenges and compete on the leaderboard. 

The post Flex Adds amp to Its Lineup of HSA & FSA-Eligible Fitness Brands appeared first on Athletech News.

As 2024 winds down, Tonal isn’t taking a beat. The smart home gym leader is reaffirming its impact on the fitness and longevity industry, reminding the world of its transformative power.

With a fresh ad campaign highlighting its role in the pivot away from cardio-heavy training methods, the upcoming launch of the world’s first Tonal Training Lab in January 2025—complete with a pop-up experience for devotees to train with Tonal coaches in person—and the leadership of a new CEO, Tonal has laid the groundwork to charge into the new year with momentum.

Earlier this fall, the smart home gym company announced that its chief, Krystal Zell—a Harvard Business School grad and one of the few female CEOs in the fitness industry—would be stepping down. Her tenure, which began in April 2023, coincided with an influx of $130 million in new funding as she course-corrected Tonal following the challenges many fitness companies faced in the post-pandemic landscape and put the brand on the map for its AI-driven, hyper-personalized strength training experience.

Citing a desire to recharge and spend more time with her family, Zell has handed the reins over to Darren MacDonald. A dedicated Tonal member and a seasoned business executive, MacDonald brings over 20 years of experience in global digital strategy and business development.

Now settled in as CEO, MacDonald opened up to Athletech News to share his vision for Tonal’s future and what’s on the horizon.

Home Gym Revival

Although competition has heated up in the home-based strength training space, MacDonald is firm that Tonal is truly redefining the strength training experience in several ways, including delivering proven results through thousands of coach-led workouts, both on-demand and live, all within the comfort of home.

While in-person fitness studios and gyms may have seen a surge in activity post-pandemic, Tonal has become an anchor for many at-home fitness fans due to its interactive and intuitive nature, giving rise to home gyms.

“Our system is smart, effective and efficient, combining advanced digital weights with personalized, AI-driven coaching that intuitively adapts to each person’s fitness level,” he says. “This means you’re building strength faster and breaking through plateaus without the mental load.”

He adds that one of the defining factors of Tonal is its relentless focus on advancing strength training capabilities, with its performance team continuously researching, testing and refining the features Tonal can deliver.

“Tonal doesn’t just track your progress; it analyzes it in real-time, collecting 50 data points per second to predict the best weights and offer precise coaching cues,” MacDonald explains.

The data, science and personalization behind Tonal’s approach isn’t just marketing speak. The results its smart home gym delivers are profound, with members regularly sharing before-and-after pictures in a Tonal Facebook group. It’s not uncommon to see members proclaiming that they’re in the best shape of their lives, even well beyond their twenties.

That could explain why Tonal boasts over 90% of members remaining active after a year, according to MacDonald.

Data-driven Innovation

As data remains central to Tonal’s mission, not a bit of it goes to waste. The smart home gym company takes a granular strategy with its State of Strength report, which draws insights from over 175,000 members, analyzing their routines, goals and fitness trends.

“This data informs future features, helps us tailor workouts and guides our performance team in creating impactful programs,” MacDonald says.

The latest report, he points out, revealed that Tonal members often skip leg day despite its well-known benefits. Such insights will help Tonal design workouts that better integrate lower-body training, ensuring members achieve balanced, full-body strength.

“We believe that this data set is the largest strength database in history and it powers the innovation that we bring to the market in ways that others simply cannot,” he adds.

To that extent, MacDonald reaffirms Tonal’s laser focus on advancing its technology to support the pursuit of long-term health.

“We feel like we’ve developed far and away the best strength product in the market and believe there is so much we can do to unlock software and hardware to help our members attain the strength goals they seek,” he says.

A Hint of What’s to Come

Looking ahead, Tonal intends to expand its distribution through partnerships, roll out software that further enhances the value for its members and enter new markets.

MacDonald remains tight-lipped about the upcoming partnerships in the works, but he reveals that one on the horizon is with a highly respected organization focused on improving heart health.

“Strength training is instrumental in cardiovascular wellness, so this partnership is meaningful for our team and aligns with our data on the health benefits of strength,” he says.

Last month, Tonal partnered with Truemed, a platform co-founded by Calley Means that makes it simple to use Health Savings Account (HSA) and Flexible Spending Account (FSA) funds for health-related purchases. The collaboration gives U.S. customers the opportunity to purchase a Tonal while saving up to 30%.

The post Tonal’s New CEO Shares His Vision for Growth and Innovation appeared first on Athletech News.

FitnessAI, a gym workout app, has launched a BodyScan feature that turns a smartphone camera into a detailed body scanner using 3D mapping and proprietary machine learning models.

It’s an app upgrade that FitnessAI says offers insights comparable to medical-grade scans such as DEXA, which typically come with a high price tag. It also gives fitness enthusiasts the option to conduct a scan from the comfort of their own homes instead of the gym.

Comprehensive Insights

FitnessAI users can now access the new BodyScan feature within the iOS app, start monitoring their body fat percentage, waist circumference and muscle mass, and discover other insights to help tailor workouts and nutrition plans based on body composition. For the best results, users are encouraged to wear tight, form-fitting clothes or underwear.

The Appex Group-owned app also integrates with Apple’s HealthKit.

“With FitnessAI, we’re leveraging AI to make strength training accessible to everyone,” Appex Group Inc. CEO Karetha Strand said. “We’re excited to launch this innovative technology with BodyScan, empowering users to track their progress easily and affordably.”

Aside from FitnessAI’s new BodyScan, new users to the app are asked a few simple questions regarding their height and weight, current fitness levels and goals and any mobility issues they may have. A custom plan is then generated with three membership models available: $19.99/monthly, $44.99/tri-monthly or $89.99/yearly.

Appex Group owns several mobile apps besides FitnessAI, including StepBet, where users place financial bets to incentivize hitting their fitness goals. 

Beyond the Mirror

While FitnessAI focuses on a mobile-based body scanner, other companies are also finding ways to lean into the high-tech scanning method. It’s the perfect time, too, as consumers are interested in implementing hyper-personalized strategies on their fitness and wellness journeys.

Fit:match, having originally launched in the fashion and retail space in 2018, offers a powerful trio of augmented reality, AI and 3D tech functions for fitness professionals and trainers to analyze a person’s size and shape.

“This opens the door for fitness enthusiasts and athletes to literally look at their body composition, fat and muscle mass, asymmetries and more, which in turn unveils limitless opportunities for trainers and gyms,” Fit:match’s marketing director Hillary Littleton said. “Imagine being able to show a client who is on a weight loss journey their progress in this way.”

Fit:match showcased the technology at IHRSA (now Health & Fitness Association) this past March, where Littleton said it was well-received.

Witnessing progress backed by tech can be a game-changer for fitness consumers eager to see results, just as much as it is for trainers and operators. 

“The mirror is not always the best place for this,” Littleton said. “When a trainer can point to a true-to-life scan and heat maps that visually show changes, that’s a very powerful thing.”

The post FitnessAI Adds BodyScan as Fitness Consumers Expect Personalization appeared first on Athletech News.

Better health, better wallet — that’s Tempo’s take on its new partnership with Flex, a Health Savings Accounts (HSA) and Flex Savings Accounts (FSA) solutions provider. The collaboration makes it easier for members of the AI virtual personal training program to use their HSA and FSA dollars, making fitness more accessible.

The fitness company, co-founded in 2015 and led by Moawia Eldeeb, raised $220 million in a Series C in 2021 for its Tempo system. The at-home gym includes smart weights featuring AI-powered sensors that deliver real-time form feedback and use AI and biometric data to create personalized daily workouts.

Tempo’s marketing VP, Raechelle Hoki, said the partnership with Flex has provided a streamlined path for the personal training platform to accept HSA/FSA payments, reducing friction in Tempo’s sales funnel.

Tapping Into a Larger Consumer Base

“Initial tests have shown encouraging improvement to our conversion rate after implementing the Flex payment option,” Hoki said. “We believe this comes not only from being able to offer more payment flexibility to our customers but also from the added credibility that comes from being eligible for these tax-advantaged payment types.”

Flex currently works with over 100 brands, offering two pathways for merchants: Product Verification, which identifies and processes items that are eligible for all (over-the-counter medications, menstrual products and first aid supplies) and Health Check, which is for brands selling dual-use items where items are eligible if they are deemed medically necessary. Flex’s Health Check uses telehealth and healthcare providers to determine if consumers qualify to make purchases that would be covered as medical expenses.

“Tempo is a great example of a wellness brand that can easily tap into a bigger market by expanding its payment options,” Flex CEO and co-founder Sam O’Keefe said. “With the wellness and fitness market booming right now, this is the perfect time for brands like Tempo to win and retain customers who have set money aside for these kinds of services.” 

Democratizing Fitness

It’s the last consumer-friendly move from the smart home gym company, which launched a unique ‘Fitness Refund’ in April (a nod to tax time). During the limited-time promotion, Tempo offered to cover gym cancellation fees in exchange for users signing up for its Tempo Training program. The deal encouraged fitness enthusiasts to look at the bright side of at-home training programs, such as the elimination of a commute to the gym or the need to plan a workout.

Tempo’s partnership with Flex underscores the at-home gym brand’s commitment to accessibility, which Eldeeb noted in an exclusive interview with Athletech News last fall. A former personal trainer, Eldeeb co-founded Tempo while attending Columbia as a computer science major.

“Our mission at Tempo has always been to make personal training and fitness more accessible, and the impact personal training had on my life when I was younger is a big inspiration for that,” he said. “I was born in Egypt and moved to New York City when I was in third grade. My family became homeless when I was in middle school, and the trainers at my local YMCA agreed to train me if I focused on school. It was with their help that I excelled academically and fully understood the impact fitness could have on someone.”

The experience left a significant impression on the Tempo CEO.

“I realized that one-on-one, personalized training and guidance was unattainable for most people, and sought to fill that gap by combining AI and weightlifting to create the only at-home fitness solution with a built-in personal trainer,” Eldeeb continued.

Other Brands Tap HSA/FSA Dollars 

As fitness, wellness and healthcare continue to converge, other leading names in fitness have begun offering HSA/FSA options to find new consumers and make fitness and related areas (like recovery) affordable.

Last fall, recovery technology brand Hyperice teamed with Sika Health, so its suite of wellness brands (such as Hypervolt, Normatec, Venom, Hyperice X and more) can be purchased using HSA/FSA funds.

This year, Mark Wahlberg-backed F45 Training teamed with New York-based telehealth platform Dr. B so F45 members could pay for their functional fitness classes. Dr. B also partnered with Xplor Mariana Tek, BODi and SoulCycle for similar pre-tax dollar coverage to make paying for memberships and classes easier and more accessible.

Better Health for All

Proponents of using pre-tax health savings and spending accounts to pay for fitness and wellness expenses, such as Adam Zeitsiff, chair of the National Health and Fitness Alliance, say it’s a game-changer for Americans.

“We all intuitively know that regular exercise is a vital pillar of a healthy life, and the science backs it up,” Zeitsiff wrote. “Yet, access to fitness facilities, programs, and equipment remains out of reach for many Americans.”

The post Tempo Teams with Flex to Accept HSA/FSA appeared first on Athletech News.

BODi, the health and fitness company formerly known as The Beachbody Company, plans to gradually transition its popular subscription-gated fitness and nutrition programs, such as P90X, 21 Day Fix and Portion Fix, to an individual purchase model.

While BODi isn’t scrapping its subscription model entirely, the shift represents increased flexibility and choice for health-conscious consumers who prefer to purchase specific programs. It’s also an opportunity to attract more consumers into BODI’s fitness and wellness system, said Carl Daikeler, the company’s co-founder and CEO. 

“Once people experience the quality of our programs, we believe that upgrading to a BODi subscription, which unlocks access to our entire library of content, will be a natural next step in their fitness evolution with us,” Daikeler said. “This is a big opportunity, and no other platform has the capability and library to do this.”

As of now, six of BODI’s programs are available for individual purchase for $59.95/each. The health and wellness company says the rest of its digital programs will become available in the coming months.

“We want to serve people with a flexible business model that allows them to consume our content and achieve outcomes in whatever way works best for them,” Daikeler continued. “Whether it’s one program at a time or as a subscription. This allows us to interact with the customer in a richer way to help them get more results and try more programs and nutritional supplements. Moreover, with the capability of offering our customers access to an extensive library of over 134 branded programs, we have a competitive moat that no other company can match.”

The new approach follows BODi’s rebrand last year and signals possible brighter days ahead for the company that has struggled in recent years. Last month, BODi said it expects positive cash flow in Q1 — a first since 2020. Its executives have told Athletech News they’re bullish on the company’s future, encouraged by the strength of BODi’s vast digital fitness and wellness content offerings and the widespread adoption of GLP-1s.

“We think of BODi as being the ‘Netflix’ of the digital fitness industry, and we are doing a much better job of leveraging that library,” Mark Goldston, executive chairman of BODI’s board of directors, told ATN last month. 

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The battle between at-home fitness and gyms has heated up, with Tempo throwing a major punch. 

The smart home gym company is making a creative play to convert unused gym memberships with its “Fitness Refund” campaign, where Tempo will cover the price of an “average” gym cancellation fee when users sign up for a Tempo Training program, which includes 30 days free.

Intended to remind fitness enthusiasts that working out at home eliminates the need to commute or plan workouts, Tempo’s offer also comes during Tax Season, a time the smart home gym brand says gym member attendance begins to decline, resulting in an estimated $397 million loss on unused gym memberships over the course of a year.

Compatible with any iOS device, Tempo Training offers AI-powered, on-demand personalized training that adapts over time. New members receive access to 3,500 guided workouts with certified Tempo Coaches, weekly live classes, monthly community challenges, body composition scanning and real-time rep, weight and form guidance. 

The strategic move is similar to one smart home gym brand Tonal made in 2023 in an effort to nab Lululemon Mirror owners.

“We’re excited to offer a ‘Fitness Refund’ to offset the financial burden of gym cancellation fees and introduce people to a whole new way of working out with Tempo Training,” said Moawia Eldeeb, Tempo’s CEO and co-founder. “At Tempo, we’ve set out to create the world’s best training experience that’s tailored to each individual, setting them on a path to consistent progress and results.”

Eldeeb is all about results. A computer science major at Columbia University and former personal trainer, the Tempo co-founder has made it his mission to make fitness more accessible through AI. 

The smart home gym startup raised $220 million in a Series C round in 2021.

“I realized that one-on-one, personalized training and guidance was unattainable for most people, and sought to fill that gap by combining AI and weightlifting to create the only at-home fitness solution with a built-in personal trainer,” Eldeeb told ATN in an interview last November.

Tempo’s limited-time refund deal runs until April 15, 2024.

The post Tempo Looks To Lure Gym Members by Covering Cancel Fees appeared first on Athletech News.

Stokes’ products and app are beautifully designed and infused with contagious energy. How do they fare in a saturated fitness app market?

A trainer based in New York City with 25 years of experience in the fitness industry, Kira Stokes started “The Stoked Method,” a science-backed training system dedicated to proper form in functional fitness.

With over half a million followers on Instagram, Stokes has built a dedicated community. Her KSFit app offers new workouts every two weeks, many of which use Stokes’ proprietary workout equipment. Her “Stoked Method” is focused on a diverse range of workouts, from the “Stoked Shred” Series to the “Stoked Strength” series, among others.

Athletech News put KSFit and its accompanying products to the test to see how they fare in a sea of fitness app competitors. 

Pros

Kira Stokes has a contagious energy that is infused into each of her workouts. Her attention to detail with form and programming is evident, even in her shortest workouts. She demonstrates how to do each workout and points out common form mistakes and how to correct them. At 49 years old, Stokes is also inspiring to users of all ages. 

Her products are all beautifully designed, many in a seafoam green color that was inspired by her love of water. Each product is high-quality and built to last, even the workout bands, which can withstand months of frequent use without breaking or stretching out. Although many include her branding, her logo designs are subtle and aesthetically pleasing.

The Stoked Step has a great non-slip surface that minimizes the risk of slips and falls. It’s lightweight but sturdy and perfect for adding improving cardio, stability, and strength. The Stoked Ab Wheel has cushioned handles for comfort and rapidly builds core strength through challenging workouts. 

The app is $14.99/month and offers a 7-day free trial. At a price that won’t break the bank, users can easily integrate the offering into their existing routines. KSFit also offers Challenges and Programs, like the “21 Day Stoked Ab Challenge” and the “Stoked in 7” Program that encourage accountability and commitment. The programs and challenges come in a variety of levels and class lengths, so users can easily customize their experience according to their goals and needs. 

Cons

For those who want workouts with a variety of trainers, the app might not be the best fit, as most feature Stokes exclusively. It also lacks a live workout feature on the app, although Stokes does host Zoom workouts and discussions for some of her members. The app also does not sync with wearables like the Apple Watch, Whoop, or Oura Ring for those who want to see their heart rate during workouts. Lastly, the KSFit app mainly has shorter workouts, under forty-five minutes, although there is a selection of longer workouts to choose from. Still, those looking primarily for longer workouts might want to look elsewhere. 

On the app, users can filter by some workout equipment, including the Stoked Bands, Core Ball, Sliders, and Jump Rope. While a helpful feature, one downside is that it does not include all the proprietary equipment, so if users specifically want to find a workout with one not listed, it might be more difficult. 

Final Thoughts

Overall, for those looking for high-energy functional workouts that focus on form, KSFit and its accompanying products are a great option. The app is reasonably priced and bound to inspire its users with Stokes’ contagious energy and commitment to her craft. 

Read more ATN Product Reviews here.

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Arnold Schwarzenegger has done it all: former professional bodybuilder, actor, businessman, politician. Now 76, The Terminator is focused on his wellness media company, Arnold’s Pump Club, and a new fitness app.

Dubbed “The Pump,” the app opened as a soft launch to its 5,000 founding members last April, quickly amassing a growing fitness community with over 10 million downloads. In addition to the app, there’s also a daily newsletter and an AI-powered podcast that reads the latest tips from the newsletter.

Now, the devoted-to-fitness Schwarzenegger is ready to unveil The Pump app to the masses, writing on social media that the last eight months have been spent building and improving the app based on its founding members. 

Upon downloading The Pump and signing in, users receive an incoming video call from the actor, welcoming them to The Pump and explaining his concept and excitement for his new venture.

“I have been a fanatic about fitness, and I’ve been on this fitness crusade now for five decades because I want to make sure that everyone kind of feels the pleasure of being fit and strong like I always did,” Schwarzenegger says on the call. “But now I’m especially pumped up because of the power of the internet.” 

Fitness for All

In his message, the former California governor assures that his new app isn’t just for those who are experienced with fitness training (although they will find great programs) but that The Pump is also suitable for those who have never stepped into a gym or lifted a weight.

As he wraps up his “call,” the celebrity and fitness pro emphasizes his new app’s positive spirit and community-building approach. 

“Everyone will be built up,” he said. “Everyone will feel good because, to me, it’s all about building people up. Not just the muscles, not just the strength, but also the ego. Make them feel good. That’s what this is all about.”

Access to the app is $99.99/year or $9.99/month, which unlocks training plans created by Schwarzenegger and his team, a motivating community and a personalized habit tracker, plus guided workout videos and instructional tips.

Users begin with a 90-day program called The Foundation, with a plan based on their lifestyle, preferences, fitness experience and goals. The habit builder is used to support meeting healthy goals and create lasting practices. Instead of just lending his name to the mission, Schwarzenegger is steeped in the program, routinely hosting Q&As for users and acting as an approachable resource. 

In keeping with his promise of “fitness is for everyone,” free workouts and motivational material are still available for those who aren’t ready to invest in The Pump app.

Star Appeal 

Notoriety can help fuel fitness businesses and platforms, as seen with Chris Hemsworth’s Centr, a fitness and wellness ecosystem spanning content and fitness products and the Mark Wahlberg-backed F45 Training.

Although “Thor” catapulted Hemsworth to fame, with fitness enthusiasts taking note of his physique as a personal goal, Schwarzenegger has had a longstanding cult-like following. One fan community, TheArnoldFans, was able to score a lifetime membership to The Pump app and meet and greet with the fitness celebrity and actor. 

Consider, too, that Schwarzenegger’s newsletter hit 310,000 subscribers in just three months of its launch last year, without the power of advertising dollars, flexing the strength of his organic fan base. In a similar vein, all 5,000 spots for the Pump App sold out in 72 hours without ever spreading the word on social media. 

As for what’s ahead for The Pump, that remains to be seen — but it appears Schwarzenegger is taking the approach of delivering quality instead of banking on quantity, assuring that after 90 days, users will see results and be hooked.

“This is the best workout program you’ve ever had. Just trust me,” he wrote. “This isn’t like the fitness apps that let you go from one program to another because that’s not how you will progress. And I would rather have 100,000 users with amazing progress than a million frustrated they’re stagnant.”

The post Can Arnold Schwarzenegger Build the Ultimate Fitness App? appeared first on Athletech News.

Promountings, a leading boxing fitness equipment manufacturing company for home gyms and boutique studios, is tightening its grip on what hangs from its state-of-the-art mounts and racks. 

Promountings has acquired Aqua Training Bag, a global supplier of water-filled punching bags. The acquisition promises to put more of the boxing industry’s most dynamic bags on some of its most critically acclaimed mounts and opens up further opportunities for collaboration between the two brands. 

“By combining our strengths and expertise, we are well-positioned to revitalize the Aqua Training Bag brand with new exciting products, enhance current ones and enter the large retailers around the world,” said Royce Negron, president of Promountings. “Our companies are vertically integrated and now will work cohesively in the same ecosystem perfectly positioned for growth.”

Promountings already features I-Beam, rafter, ceiling, roller, wall and speed bag mounts. The company carries a number of modular bag racks along with the aqua bags. It also manufactures pull-up bars as well as other accessories such as hooks, chains and springs to fully equip anyone looking to enhance their boxing fitness experience. 

The Pennsylvania-based Promountings outfits fitness industry heavyweights including Rumble Boxing, Gold’s Gym, TRX and LA Fitness with their boxing equipment needs.

Founded in 2015, Aqua Training Bag offers water-filled boxing punching bags, which are said to be more flexible and lack the hard spots commonly found in sand-filled bags. This makes injury more preventable with Aqua bags and allows them to offer a more real-life feel upon striking — making them ideal for MMA fighters or professional boxers, the company says. They’re also easier to transport and fill. 

The post Promountings Acquires Aqua Training Bag in Boxing Equipment Deal appeared first on Athletech News.

GolfForever is living up to its name now more than ever. The digital fitness and wellness system, which features in-home training that prolongs a golfer’s playing career, just closed a $10 million Series A funding round.

Clerisy, a consumer growth equity fund, led the funding round while PGA Tour standouts Scottie Scheffler and Tom Kim followed as equity investors. Scheffler, who currently reigns as the world’s number-one golfer, and Kim, a three-time winner on the PGA Tour, also serve as brand ambassadors.

“GolfForever was founded with a mission to help golfers of all levels and experience improve their bodies, so they can improve their games and play without pain or injury at every age and for as long as possible,” said Jeremy James, founder and CEO of GolfForever. “We’re thrilled to join forces with Clerisy and Scottie and Tom, two of the world’s greatest golfers, to accelerate our growth and enable more players to reach and maintain their full potential and enjoy the game for years to come.”

A ‘Hole in One’ Off the Links

GolfForever drew appreciation from the golf community long before these big names started writing the company big checks. The brand’s golf-specific training and wellness program, featuring portable equipment, a mobile app and streaming instruction co-developed and presented by the world’s top golf trainers and medical experts, was the first of its kind. 

With personalized exercises, the company instructs users on ways to increase their strength, flexibility and balance to improve their swings. Artificial intelligence (AI) analyzes results from a user’s strength and flexibility tests before starting to ensure specific, tailor-made exercise regimens.

With the platform adapting to each user specifically, it makes GolfForever and its offerings available to golfers of all levels, as the software learns and understands where each user is at with their game before moving forward. The platform also helps golfers alleviate pain and avoid common injuries to upgrade their overall playing experience. 

“GolfForever is a vital part of my daily warmup, fitness routine and a key contributor to my success over the past two years,” said Scheffler, who won The Masters in 2022. “I’m proud to help bring our training system to players everywhere, whether you’re a pro like me or a weekend golfer. Every golfer should use it.”

Putting the Investment to Use

A multitude of doors already lead to GolfForever with the platform accessible through its own e-commerce site, Amazon, and more than 900 retail operations including Dicks’s Sportings Goods, Golf Galaxy and PGA Superstore. But with the new capital, GolfForever plans to further solidify its place in the golf space, crafting more athlete and retail partnerships, developing a multi-state mobile experience tour, special events and research initiatives. 

The game’s best were quick to realize GolfForever’s ambition and capabilities. Outside of Scheffler and Kim, more than 400 PGA and LPGA Tour pros use GolfForever to turn their bogies into birdies without ever leaving their homes. Additional brand ambassadors include PGA Tour members Zach Johnson, Justin Leonard, Ryan Palmer, and instructor Rick Smith, who worked with Jack Nicklaus, Phil Mickelson, Vijay Singh and John Daly. 

A Growing Fitness Option

GolfForever’s newly acquired financial support speaks to a larger phenomenon within the fitness space regarding the sport’s popularity. While it’s not strength training, HIIT, or spin class, golf, or at least golf-related activities, have gained momentum as an exercise modality over the past few months.

Apple Fitness+ just released a new workout program for golfers. Rose Zhang, a rising star in the sport being a top-10 finisher in three LPGA majors last year, joined Apple Fitness+ trainer Kyle Ardill on the project, which offers training methods for aspiring golfers. Forme, another personalized virtual training app, has also stated its intent to make larger strides in the golf vertical.

The post GolfForever Lands $10M for AI-Powered Home Trainer appeared first on Athletech News.

The 12-piece Tracy Anderson Collection includes shrugs, unitards, leotards and two-piece sets in high-performance fabric

Tracy Anderson, a fitness pioneer whose brand encompasses studio locations and virtual personal training, has just entered the activewear market with the launch of the Tracy Anderson Collection and its first piece — the Power Mesh Shrug.

Crafted to bring warmth during arm sequences while remaining fashion-forward, the Power Mesh Shrug, $95, is now available online at the Tracy Anderson Shop, offered in both black and nude colorways in a high-performance fabric. 

Following the Power Mesh Shrug, the Tracy Anderson Collection will drop a new piece each week on tracyanderson.com. The 12-piece collection will feature seven styles of shrugs, unitards, leotards and two-piece sets in various colors. 

“Activewear should feel like a second skin. When you’re moving with me, the goal is always to find freedom in motion,” Anderson said. “That’s why I’m excited to announce this new line of only essentials. For me, the finest activewear indulges in simplicity – clean lines, flattering fits, first-class comfort.”

Anderson, who founded the Tracy Anderson Method, is familiar with the activewear space, collaborating last summer with dancewear brand Bloch on a line inspired by her time as a professional dancer. The TA x Bloch line of leotards, unitards and two-piece sets remain offered on her site. She also launched a capsule collection in 2019 with Barneys.

More recently, Anderson launched HeartStone, limited-edition weighted energy trainers featuring healing and energy–boosting hand-cut rose quartz, to support arm sequences. The latest product follows Anderson’s mission of creating sustainable fitness equipment free of toxic materials. Each HeartStone purchase comes with access to an app filled with arm workouts curated by Anderson.  

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Trainer Kira Stokes has 28 years of experience in the fitness industry and more than 11 certifications, but is seemingly only getting started. She created The Stoked Method, a fitness approach focused on precise movement patterns and a deep mind-body connection. It offers a diverse range of workouts, from the high-intensity “Stoked Shred” Series to the strength-focused “Stoked Strength” Series and the fusion of Pilates, barre, and mobility exercises in the “Stoked AthletiCORE” Series.

The Stoked Method is part of the larger Kira Stokes Ecosystem, offering a suite of products and tools to guide individuals on a holistic wellness journey. From the KSFit app to KSFit Fuel, a nutritional guidance program, and a line of products and gear, each element is meticulously planned with science in mind.  

At almost fifty years old, Stokes shows no signs of slowing down. Athletech News spoke with Stokes about her background, the guiding principles behind her workouts and brand, and what’s next for KSFit.

The following conversation has been lightly edited for clarity and length.

Athletech News: What got you interested in pursuing this career path? 

Kira Stokes: In my sophomore year at Boston College, I had an epiphany. I wanted to make fitness, my passion, into my profession. It started in a dorm room where I would gather my roommates. Before we went out, I’d get everyone in the common room and do “Buns of Steel.” At the same time, I’d be coaching them aside from just watching the video. I truly fell in love with coaching others. I just loved how it made others feel and how it made them feel. I felt like I could use my background in psychology in a really positive way.

People can figure out more of what is going on with them while they’re moving versus when they’re static. I didn’t know I would teach group fitness at that time, but when you do personal training, you are really like a psychiatrist. As their body warms up, so does their brain and their capacity to express themselves. I wanted to make someone healthy and feel their best internally and externally – help them through whatever they want to work through.

Now, for my workouts, each move purposefully flows into the next. It is science-backed and feels really amazing. It is connected to your mind and your body, and it keeps you really focused throughout the entire workout. There is a continuous flow of movement. As the app has evolved and the subscriber base has increased, it’s been amazing to get the feedback that they don’t have to look at the screen; they can just listen, and they feel amazing from the flow of movement.

ATN: How did you build the KSFit brand?

KS: The same methodology I use with training is the way the KSFit brand came to life — gradual and sustained progression and improvements over the course of the last 28 years.  From my personal training days in Boston to the now global-reaching brand that includes the KSFit App,  the Stoked line of products and gear, and KSFit Fuel (the monthly nutrition plan offering), each arm of the business has been built brick-by-brick. It was not an overnight sensation, but rather a strong focus on incremental growth and staying true to the Stoked Method and who I was as a trainer. It was also imperative that I keep a strong pulse on the community we’ve built and really listen to what Stoked athletes were craving and needing.

I think it’s important to first identify what your brand is. The number one thing is to take the time to gain the knowledge and the education to have the skills behind you. My brand has evolved over time but it hasn’t changed. Honing your method and understanding what made your training different than others is really important. When you have a methodology, it has to be something you stand by 100%.

From a business mindset, I know the importance of having functional and portable equipment. I thought: why not create my own equipment? I wanted a beautiful aesthetic and colored equipment. It fits in with your décor, it’s not an eyesore. I wanted it to appeal to both males and females. It was important that the brand color was seafoam green because I get most of my inspiration from the water. There is meaning behind everything I do. The product development had to be of the highest quality and make people want to use them. That’s something that I’ve really relied on my team for. It took so long to find brands that were of good quality, and I realized I couldn’t do all of this. I have to be hands-off with some things. You do have to let go and trust that your team will provide you with what you need.

ATN: What sets KSFit apart from the competition?

KS: We’re not just offering another workout — we’re offering an entire ecosystem of fitness and wellness products to live as your healthiest and happiest self. Every tool is science-backed with almost three decades of expertise and science built in — from the Kira Stokes Fit app to KSFit Fuel to the Stoked line of products and gear. We also offer diverse and quality expertise from leaders in every field. KSFit Fuel partners with acclaimed nutritionist Dr. Jamie Schehr to cut through the noise of “dieting gimmicks” and give you easy steps to eat better to fuel your workouts and your healthy lifestyle.

On top of all of this, the Stoked community are some of the most encouraging, inviting, and engaging humans on the planet. Of all the products, accolades, and work put in, this community is what I am most proud of and what I feel truly sets us apart from any other fitness offering out there. There is nowhere else where you get this level of content and community at such an affordable price. 

ATN: How did you shift from individual training to group training, and then into digital content? 

KS: What’s always hard is when you are trying to impact a large amount of people; no two bodies are the same. As a trainer who does specific programming for each person, the programming has to make sense for everyone doing the app. You have to find a way to program for the weakest and strongest person in the room. There are certain movements that just won’t translate on the app. There are certain moves that you may see me do with a client that you will never see on the app because the mass population probably can’t be expected to do that.

When you create quality content, it never goes out of style. The content that was on the app since day 1 is still on the app from last week. It might just be a little more foundational. But that’s the beauty of it. It’s timeless. There’s no gimmick. It’s not a fad. It’s science-backed. It makes sense for the person who is just subscribing to the app today to do Stoked in 7 and then progress to Super Stoked in 7, etc.

ATN: What’s next for KSFit?

KS: In 2024, we’re looking forward to forging relationships with key corporate partners to bring more of a global reach to the KSFit brand. We’re also investing heavily in offline and online experiences — bringing the Stoked athlete community together. 

The post Trainer Talks: How Kira Stokes Built a Top Fitness Brand appeared first on Athletech News.

The Beachbody Company, the subscription health and wellness company now doing business as BODi, has entered into a definitive securities purchase agreement with institutional investors for the purchase and sale of 543,590 shares at a purchase price of $9.75 per share in a registered direct offering.

The California-based health and wellness company says the closing of its offering is expected to occur on or about December 13, 2023. The offering is expected to generate approximately $5.3 million in gross proceeds to BODi, before placement agent’s fees and other offering expenses. BODi says it will use the net proceeds for general corporate purposes.

BODi will also issue to the investors warrants to purchase up to 543,590 shares of common stock, with an exercise price of $11.24 per share, which will be exercisable six months following the date of issuance and have a term of five and one-half years following the date of issuance.

The health and wellness platform has been in the midst of an ongoing strategy to restore the brand to its former glory, but it has proven to be a rocky road. The registered direct offering follows a reverse stock split the BeachBody Company instituted last month.

“We are confident that our recently developed turnaround plan will help drive profitability, free cash flow and help to increase our cash on the balance sheet,” said Mark Goldston, executive chairman, of last month’s reverse stock split completion. “In addition to the major cost savings program we have implemented, we are aggressively developing new programs to unlock incremental revenue opportunities.”

Goldston added that BODi’s execution of its “robust turnaround plan” will put the company on the right path to regain compliance with the New York Stock Exchange’s minimum closing price requirements and “drive long-term shareholder value.”

BODi posted its Q3 2023 results in November, showing a total revenue decline — $128.3 million compared to $166.0 million in the prior year period. Carl Daikeler, BODi’s co-founder and CEO, noted that for the remainder of the year, the company would be “intensely focused” on executing its sales and marketing initiatives.

Earlier this year, the company rebranded from The Beachbody Company to BODi. Around that same time, the company was hit with a class-action suit brought forth by a former Beachbody coach targeting its multi-level marketing structure. (The company denies the allegations and, in a statement to Athletech News, said it would “vigorously defend” itself against the suit.)

Most recently, BODi established a new effort to reward its high-performing network sales partners with special bonuses, which will begin in January 2024.

The company also named author, speaker and high-performance coach Brendon Burchard its chief growth and performance Advisor.

The post Beachbody Raises $5.3M Via Registered Direct Offering appeared first on Athletech News.

Ikea, best known for its budget-friendly furniture and decor, is capitalizing on the rising consumer trend toward health and fitness with plans to launch a limited 19-piece at-home workout collection that gives a new definition to “functional fitness.”

Dubbed the Dajlien (‘Daily’) collection, Ikea says its upcoming fitness product line supports everyday movement and creates healthy habits while complementing the home. The Netherlands-based and Sweden-founded furniture and decor retailer is rolling out the collection in January 2024, perfectly timed when many consumers are eager for a post-holiday reset. 

Ikea fans can expect to find exercise mats, a step-up board and a set of ring-shaped dumbbells designed for easy use, storage and even travel. A sleek, crate-style Dajlien storage bench (which can double as a coffee table) is also offered, complete with a non-slip mat. Additional products include recovery-promoting and stress-busting items, such as an air purifier, yoga straps, kneepads, a massage ball and a portable Bluetooth speaker, as well as wearables such as post-workout slippers and ponchos.

According to the furniture retailer, its Dajlien collection is based on ideas gained from visiting houses in New York, Chicago, London and Shanghai, with the company mindful of difficulties such as motivation, space limitations, time restraints and the general discomfort many have of working out at a gym. 

“Dajlien is all about supporting movement and helping people live more active lives at home,” said Akanksha Deo, designer at IKEA of Sweden. “We have designed a collection that helps bridge the gap between home and active life, that recognizes that training can take many shapes and forms and that you don’t need a lot of space to do a simple workout.”

Keeping with Ikea’s theme, the at-home fitness collection is multi-functional, with its bamboo-crafted bench serving as part training equipment and part storage while remaining stylish. Unlike traditional at-home fitness equipment that tends to stand out, Ikea has created its workout products to be subtle in color and details, with the goal of the Dajlien collection to blend effortlessly into the home environment.

“Not everyone feels safe or comfortable going to a gym and at home we often deal with small space and time constraints,” said Sarah Fager, designer at Ikea of Sweden. “Dajlien was born from the desire to find smart solutions that address these limitations and help people create a convenient and motivating place for exercise. We wanted to create smart, beautiful products to inspire and redefine training as a fun, easy and natural everyday activity.”

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The Beachbody Company, now doing business as BODi, has made two significant moves as it continues its ongoing turnaround plan — both of which the subscription-based health and fitness system says will drive profits and increase paying members.

After the health and fitness company received a deficiency letter from the New York Stock Exchange last year, with its shares parked under $1.00 throughout 2023, Beachbody’s board of directors has approved a reverse stock split of all issued and outstanding common stock at a ratio of one post-split share for every fifty pre-split shares. 

The stock split became effective on Nov. 21, with The Beachbody Company’s Class A common stock now trading on the split-adjusted basis on the NYSE under ticker ‘BODY’ as of Nov. 22.

The move underscores Beachbody’s mission to drive profitability, free cash flow and help increase cash on its balance sheet, said Mark Goldston, the company’s executive chairman. Goldston also indicated that the company is “aggressively developing new programs” to unlock incremental revenue opportunities. 

“While the execution of our robust turnaround plan will put us on the right path to regain compliance with the NYSE’s minimum closing price requirements and drive long-term shareholder value, we believe that instituting a reverse stock split is the most appropriate action at this time to address the uncertainty regarding our listing,” he said.

BODi shared its Q3 2023 earnings earlier this month, reporting revenue of $128.3 million compared to $166.0 million in the prior year period.

Can BODi Attract New Subscribers?

While Beachbody works to regain the credibility of its stock on Wall Street, it’s also zeroing in on attracting new members to BODi, its flagship subscription fitness platform.

The health and wellness company has just launched BODi Previews, a new subscription tier for consumers to sample over $59 worth of BODi content for free. BODi notes the new tier is one of its many initiatives designed to engage, drive new memberships and generate revenue.

‘BODi Previews’ allows prospects to access the health and fitness platform and sample over 120 workouts such as P90X, Insanity, 21 Day Fix and #MuscleBurnsFat, nutrition guidelines and personal development content.

BODi anticipates a “significant increase” in its conversion rate of visitors to paying subscribers since visitors can discover the perfect program based on their individual needs and preferences.

To drive even more traffic to the free sampling, a limited version of ‘BODi Previews’ will be available on YouTube.

“We believe in balancing growth with profitability in our mission of helping people improve their overall health esteem,” said Carl Daikeler, co-founder and CEO of The Beachbody Company/BODi. “‘BODi Previews’ is not only about expanding our reach; it’s about reaching more people while also driving revenue streams that support our long-term vision.”

Last month, BODi revealed its “growth game plan” to reward high-performing network sales partners within its subscription-based health and fitness system, which is expected to roll out in January 2024 and will award star network sales partners with special bonuses.

The new incentive system follows a class-action lawsuit condemning Beachbody’s multi-level marketing structure, where an ex-coach alleged that the company misclassified coaches as independent contractors instead of employees — an allegation the company has denied, noting plans to “vigorously defend” itself against the suit.

The company also appointed Brendon Burchard, author, speaker and high-performance coach, as its chief growth and performance advisor. In his new role, Burchard is helping to roll out GrowthDay, a personal development app that he founded for the BODi network to sell to prospective customers.

BODi has also overhauled its content development strategy, streamlining its content into its digital fitness library and moving GrowthDay to its new mindset channel. A newer monthly digital and nutrition subscription bundle, “The $99 Rebel,” was also introduced as a budget-friendly option for new subscribers. 

The post Beachbody Implements Stock Changes, Adds Free Subscription Tier appeared first on Athletech News.

The Movement Club, a fitness platform and app founded by “Dancing With The Stars” pro and certified trainer Lindsay Arnold, continues to make waves in the world of fitness and wellbeing with the launch of its first-ever Postpartum Program. Launched in September, the program comes on the heels of the brand’s successful Pregnancy Program launch in May, and marks a milestone in the brand’s mission to support and empower women through movement at every stage of life.

The Postpartum Program offered by The Movement Club is a 6-week journey designed for moms seeking support and structure as they transition into postpartum life. It offers a day-by-day guide that spans six weeks, with each workout curated to reintroduce movement into a mother’s routine in a safe and empowering way.

The program places emphasis on muscle toning and sculpting, improved stamina and core strengthening, all while allowing mothers to find moments of self-care and self-expression throughout the day. The program can be done from home with minimal or no equipment, making it accessible to moms with busy schedules.

“This program can be done anywhere, no equipment necessary, and is meant to fit into and support the ups and downs of the postpartum period,” Arnold said

Arnold shared her inspiration and motivation behind the program:

“During my first pregnancy, I felt like there was a lack of programs that provided guidance and support throughout your postpartum journey,” she explained. “Similarly to the pregnancy program, I wanted my members not to have to guess or worry about what they can and can’t do and follow a schedule designed to help them feel their best. Instead of a library of videos, I created a 6-week schedule that slowly progresses as the weeks go on.”

With the Postpartum Program’s focus on healing, strength, flexibility and convenience, it, along with the Pregnancy Program, should be a valuable resource for mothers seeking structure and guidance in their pregnancy journey.

“Everything is designed to support you in the phase of pregnancy or postpartum journey that you’re in,” Arnold said. “Our members love that.” 

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A “Silver Fitness” revolution is coming, as Tonal, an AI-powered home fitness company, looks to attract fitness enthusiasts above a certain age with new, specially designed strength training workouts.

The so-called “active aging” population is a large (and growing) market — according to the U.S. Census, roughly one in six consumers was 65 years old and over in 2020, and by 2050, the world’s population of those aged 60 years and older will double to 2.1 billion. 

“Members aged 55 years and over are one of our most vibrant populations, and their stories inspire us every day,” Matt Bean, Tonal’s head of content and senior vice president of programming and research, tells Athletech News. He added that the 55-plus crowd has completed over 3.5 million workouts on Tonal.

Is Strength Training the Best Medicine?

As consumers continue seeking methods that support fitness, health and longevity, Tonal’s at-home, digital strength training system can serve mature populations looking to stay active and fit. 

“I’m not going to say strength training is the fountain of youth — but it’s pointing in the right direction,” Bean said. “Whether it’s the reduction in all-cause mortality, the extension of healthspan or even the age-related decline in muscle mass, strength, and bone density, it has become crystal clear just how important it is to resistance train.”

Tonal’s system, Bean says, makes it easy. In reviewing Tonal’s data, he points out that the active aging group can achieve considerable increases in strength and power on the at-home strength training device. Impressively, they are also Tonal’s most devoted subset of fitness enthusiasts.

“Our members who are 55+ are more consistent at strength training week-to-week than other age groups, and our algorithm indicates that, across all levels of expertise (beginner, intermediate, advanced), the average Strength Score increases by 60% after 12 months,” Bean noted.

Making It Safe & Personalized

Tonal’s AI-powered algorithm suggests weight amounts and one-pound adjustments so users can lift the exact amount ideal to reach goals effectively and safely. Bean also highlights Tonal’s “spotter mode,” which automatically disengages weight if a user struggles with a lift, as well as its form feedback and expert cueing, so older consumers can avoid strain or injuries.

Although Tonal has over 4,000 workouts and 200+ programs suitable for all fitness enthusiasts, including those 55 and over, the digital strength training company is launching three new “Ageless Strength” workouts geared toward the active aging population:

• Ease into Action: A 30-minute, beginner-friendly workout featuring exercises that mirror everyday movement patterns (such as functional movements, like picking up grocery bags) to build balance, stability and strong posture. 

• Fit & Functional: a 30-minute, intermediate workout focusing on single-sided exercises to activate the core and develop balance and coordination for all aspects of life. 

• Dynamic Muscle: a 30-minute, advanced-level workout that proves you can build strength at any age through full-body compound lifts that activate multiple muscle groups. Unilateral moves are also incorporated to challenge balance and stability.

As it looks ahead with a new year fast approaching, Tonal plans to continue building signature programming around its coaches, increasing personalization and creating strength-based content that the brand says sets it apart from competitors in the connected fitness space, who are typically offering cardio-centric modalities. 

Bolstered by new CEO Krystal Zell, who was appointed earlier this year, and $130 million in fresh funding, Tonal is also encouraged by data demonstrating that its strength-based system saw an increase in household activity in the late summer, a period where there’s typically a seasonal decrease in workout behavior. 

“Historically, at this time of year, we see a noticeable decrease in the amount of total household activity on the average Tonal. However, our recent data (August 2023) shows a slight increase in total household activity,” Sumner Paine, Tonal’s senior vice president of product, recently told ATN. “This same metric peaked during the pandemic as many Tonals were being used by multiple household members. The data we’re seeing now directionally indicates a heightened preference for working out at home.”

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BODi, formerly Beachbody, is unveiling a new “Growth Game Plan,” an effort in its turnaround strategy that rewards high-performing network sales partners within its subscription health and fitness system.

The plan rolls out in January 2024 and will provide stand-out network sales partners with special bonuses. The new initiative follows a class-action lawsuit criticizing The Beachbody Company’s multi-level marketing structure after a former coach alleged that the company misclassified coaches as independent contractors instead of employees. The Beachbody Company (BODi) denied the allegations in a statement to Athletech News, saying the company would “vigorously defend” itself against the suit.

In another strategic move, BODi named Brendon Burchard, author, speaker and high-performance coach, as its chief growth and performance Advisor. Burchard will assist BODi’s network boost performance and add GrowthDay, a personal development app that Burchard founded. The app will be available in November for those in the BODi network to sell to prospective customers.

Additionally, BODi has given its content development strategy an overhaul, streamlining new content into its digital fitness library and moving GrowthDay to the core of its new mindset channel. There is also a new monthly digital and nutrition subscription bundle, “The $99 Rebel,” created as a more cost-conscious offering for new subscribers. 

The new program is designed so partners can create a highly scalable business, said Carl Daikeler, co-founder and CEO of BODi and The Beachbody Company. 

“Our success is deeply connected to the success of our incredible network of independent partners,” Daikeler said. “They are instrumental to helping the company influence healthy lifestyle change while developing their own business in the process.”

BODi Looks To Chart a New Course

BODi, facing ongoing challenges, received a deficiency letter from the NYSE last fall, with shares of Beachbody sitting under $1.00 throughout this year. The subscription health and wellness company showed a total revenue decrease of 7% in its Q2 2023 earnings and appointed Mark Goldston to executive chairman in a move to course-correct the company.

Goldston’s appointment is vital to Daikeler’s plans to move BODi ahead, with Daikeler telling investors in August that the new executive chairman had been a pro at turning around companies in less-than-desired situations. 

“We’ve constructed a powerful turnaround plan for the company and we will be vigilant in our focus and execution as we move our way through the priority list to help transform BODi into a very profitable, cash-rich company,” Goldston assured investors on BODi’s last earnings call. 

He added that BODi isn’t experiencing a scale issue — pointing out that it’s one of the largest digital fitness companies — but that it needs higher-quality revenue streams.

Earlier this month, the company filed a prospectus related to the offer and sale of a $50 million mixed securities shelf.

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Centr, the health and wellness platform founded by Chris Hemsworth, is embarking on a new chapter, looking to evolve its brand into a one-stop hub for its members to access all physical and digital resources needed to fuel them on their wellness journey.

Earlier this summer, Centr centralized its workforce in the U.S. and partnered with longevity-focused Lifespan.io to rev up the development of interventions to fight age-related diseases and promote longer lives. 

Most recently, Centr introduced a new product line that ties into its digital training offerings. Now, Centr will roll out a “Functional Movement Challenge,” introducing functional strength training to members. 

The program will promote stability and mobility while utilizing Centr’s new equipment and accessories and will include four 30-minute workouts each week, ranging from intermediate to advanced fitness levels. While dumbbells are required for the 30-minute sessions, members can intensify the workout using new products such as sandbags, slam balls, fabric bands and slide discs. 

To track progress, members can take a functional test to monitor their strength, mobility, locomotion, coordination and balance as they go through the program.

A New Approach to Interconnected Wellness

Centr has built a holistic approach to wellness with its products and guidance team of trainers, nutritionists and mindfulness experts, so members have all bases covered on their journey to optimal health and wellness. The app, which offers personalized plans that span workouts, meal planning and mindfulness, can also integrate wearables. 

It’s an approach that has resulted in success for the A-list actor and founder.

“Early on in my career, I experienced the power of interconnected fitness, nutrition and mental wellness and how these pillars worked together to help me perform at my absolute best,” Hemsworth said. “Centr has always offered exceptional digital content and guidance, and is now taking it a step further with best-in-class equipment to help everyone seamlessly reach their goals by giving them all of the tools to get there.”

After being acquired by HighPost Capital early last year, a deal that also included the purchase of equipment marker Inspire Fitness, Centr hired Andrew Sugerman as its new CEO. The former Walt Disney Company executive has made Centr’s mission clear: to enable members to achieve balance across movement, meals, mind and motivation while democratizing wellness. 

In a recent interview with Athletech News, Sugerman gave a glimpse into what’s ahead for Centr, hinting that the health and wellness company is working on a product line designed for competition-level athletes, which will be revealed in the coming months. In 2023, the company is focusing on at-home products, but Sugerman told ATN that Centr will be exploring “broader commercial opportunities.”

Blending Physical Products With Digital Content

Centr’s fitness accessories, now available in the U.S. and Australia, will soon launch in additional locations and were designed to offer versatility for at-home fitness, gym-based workouts or a “fitness anywhere” approach. The four kits, available exclusively on Walmart’s website and in 3,000 of its stores, are themed for targeting core, strength, all-in-one workouts and recovery. However, fitness consumers can also purchase the accessories individually to meet their individual needs.

Aside from the new kits, Centr offers fitness products ranging from slam balls, slide discs, push-up bars, body weight training straps, battle ropes, massage roller sticks, pull-up bars and yoga mats.

In addition to its fitness accessories, Centr has also introduced home gym functional trainers, such as the Centr 1 Home Gym, a 160-pound single weight stack, the Centr 2 Home Gym, a dual 165-pound stack and the Centr 3 Home Gym, a dual-weight stack with a Selectorized Smith Bar.

Centr’s kits, accessories and equipment come with a complimentary three-month digital membership.

“The launch of Centr’s physical product line marks an incredibly exciting milestone for the company as we’re entering a new category of health with state-of-the-art fitness equipment in the U.S. and abroad,” Sugerman said. “Since merging with Inspire Fitness, we’ve been committed to developing a premium selection of products that complement Centr’s unparalleled digital content, fulfilling our mission of making health and fitness accessible, achievable and fun for everyone.”

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Fit Athletic Club, an upscale fitness club and lifestyle brand in San Diego, has partnered with iFit to enhance the member experience.

As a result of the collaboration, Fit Athletic Club members receive a complimentary iFit membership and access to the connected fitness company’s content, which includes thousands of interactive training and on-demand fitness experiences that concentrate on the mind and body. 

“This dynamic partnership with iFit allows us to remain on the forefront of fitness technology and expand our services for members beyond the walls of our centers,” said Scott Lutwak, founder and CEO of Fit Athletic Club. “Our mission at Fit Athletic Club has always been to provide our members with the ultimate health and wellness experience. By integrating iFit’s premium health and fitness content into our already extensive range of services, we’re taking a giant step toward achieving this goal.”

iFit’s content collection is led by Olympic and professional athletes and well-known fitness professionals, spanning strength and conditioning workouts, cardio and mind exercises, mental wellness experiences and more. The platform also allows users to build a personalized workout plan, compete in challenges and set health and wellness goals, ideal for Fit Athletic’s “not a gym, a lifestyle” mantra.

“This partnership with Fit Athletic Club is really exciting, enabling the wellness brand to offer its members even more value and fitness opportunities with iFit content; in and out of the clubs,” said Jeff Esswein, iFit’s vice president of business development, commercial sales U.S. and Canada. “Through this partnership, Fit Athletic Club members have access to iFit’s omnichannel fitness solution, which they can take with them no matter where or when they train.” 

Fit Athletic members can activate their iFit account via an iFit widget in the Fit Athletic app.

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