Interactive Strength Inc., maker of fitness equipment under Clmbr and Forme, has struck a deal to acquire German-connected fitness and equipment company Sportstech, which sells indoor fitness equipment like the sBike Lite, sWalk Treadmill and sTread Fold.

A binding transaction agreement has been signed and the deal is expected to close in early April. Sportstech serves customers in Germany, Austria, Switzerland, France and Spain.

“At Sportstech, we’re focused on a world where fitness and health are accessible to everyone and attractive to anyone,” Sportstech founder and CEO Ali Ahmad said. Ahmad founded the company in 2012 and will join the TRNR board upon closing of the deal.

“TRNR’s equipment, distribution and finance experience as well as its Nasdaq listing represent the resources our employees and customers need to grow our fitness community without sacrificing quality of experience or outcomes,” Ahmad continued. “We’re very excited to bring our mission of helping everyone achieve their fitness goals to even more people, across more markets.”

TRNR founder and CEO Trent Ward stated that the deal is a huge leap forward for both companies — one that accelerates their joint ability to serve both consumers and businesses and grow globally. Ahmad and Ward both discussed the opportunities in the health and wellness market during a fireside chat at the Connected Fitness & Health Summit.

“In Ali and Sportstech, we have the ideal partner – an experienced and successful founder of a highly complementary fitness platform who bootstrapped his way to eight figures in profitable revenue and is motivated to grow even further and faster,” Ward said. “This is a proud day for the teams from both companies and a major boost for our ability to create shareholder value.”

Last December, Interactive Strength secured exclusive distribution in Metropolitan France and French Regions with French training and equipment brand Planet Fitness SAS — a three-year agreement that will yield a minimum commitment of 162 Clmbr units for Planet Fitness SAS.

“The global health and wellness market is growing, but also fragmented,” Ward added. “There’s a significant opportunity to create shareholder value by consolidating a portfolio of quality businesses that offer a variety of equipment, training and content to different types of customers, across many markets. Sportstech is exactly that kind of business, with an experienced, sophisticated team that’s also passionate about fitness.”

Before the announcement, Interactive Strength noted that Germany is the second-largest fitness market —second only to the U.S.—and is expected to be worth an estimated $6.8 billion by 2027. In a post on its website, the company stated that international expansion is one of the key pillars of its growth strategy, highlighting that it had established a presence in France, Saudi Arabia, Indonesia and the UAE in 2024.

The post Clmbr & Forme Maker Acquires Sportstech appeared first on Athletech News.

Interactive Strength Inc., makers of leading fitness equipment under Clmbr and digital fitness platform Forme, has secured exclusive distribution in Metropolitan France and French Regions with French training and equipment brand Planet Fitness SAS.

The three-year agreement sees a minimum commitment of 162 Clmbr units, which is projected to generate more than $500,000 in revenue — and comes amid European gyms experiencing record revenues and membership growth.

Interactive Strength had completed its acquisition of the vertical climber brand in February,

In a letter to shareholders, Interactive Strength noted that December has been a strong month for the company, citing its letter of intent to complete a potential acquisition of a profitable equipment business with more than $40 million in revenue. 

As for the multi-year deal with Planet Fitness SAS, Interactive Strength says the agreement advances its international expansion strategy and gives it leverage in France and Germany, two of the largest fitness markets.

“Planet Fitness SAS is an outstanding partner for us, and we’re very excited to work with them over the next few years,” the letter stated, adding that the group, founded in 1996 by former Olympic wrestler Christophe Andanson, now serves over 1,000 different European clubs with training services and equipment. 

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Looking to take your summer wellness routine to the next level? ATN has searched far and wide, rounding up everything from the best breakfast options to a next-gen foam roller

Summer is in full swing, but keeping up with your wellness goals in the heat can be tricky. Whether you’re looking to stay hydrated on the go, revamp your home kitchen, or fix your tech neck in style, this list has you covered.

Athletech News has rounded up six products that are sure to upgrade your wellness routine this summer.

• 

  The Absorption Company 

  If you’re looking to make the most of your long summer days, look no further than the Absorption Company. The supplement company has perfected bioavailable powdered supplements for all occasions.

  The Absorption Company comes in four varieties: Restore, Energy, Calm, and Sleep. The packets are designed to work as an occasional pick-me-up or an everyday booster. Restore has ingredients like CoQ10 and Liposomal Vitamin C for rapid recovery and liver detox, while Energy has energy and cognition-focused ingredients like Liposomal Glutathione, caffeine, and L-Theanine. According to the Absorption Company, 84% of many supplements are not being absorbed properly; their technology is set out to make nutrients more bioavailable than ever for consumers. Most important of all, for many, the powders come in refreshing flavors like Mango Lemonade for Restore, Fruit Punch for Energy, Watermelon Lemonade for Calm, and (my favorite) Chamomile Lemonade for Sleep. 

• 

  Chirp Rolling Percussive Massager 

  You may have heard about Chirp from its viral Wheel Foam Roller, which provides different levels of pressure to relieve back pain. Chirp’s Rolling Percussive Massager (RPM) is a combined massage gun and foam roller, with eight independently spinning bars and five adjustable speeds. Chirp’s RPM can target up to 7 inches of surface area and penetrate muscles up to 13 millimeters, similar to many massage guns, providing similar benefits in less time. The tool is particularly helpful for foot pain due to its hands-free base, and because its battery life is around 2 hours, it’s perfect for remote workers who want to multitask and upgrade their recovery routine. The rolling action not only reduces muscle knots but also enhances blood circulation and lymphatic drainage to reduce stiffness.

  If you want a next-gen tool that’s half foam roller and half massage gun, check out Chirp’s Rolling Percussive Massager.  

• 

  Brekki

  Want to upgrade your summer breakfasts? Brekki makes it easier than ever to start your day with delicious overnight oats. The oats come in a variety of flavors like Vanilla Cinnamon, Blueberries, Bananas & Maple Brown Sugar, and Cold Brew Coffee. While the flavors are sweet, they are balanced out by some of the most nutritious ingredients out there, like flax seeds, chia seeds, almonds, and buckwheat. Brekki is smooth but hearty, with 7 grams of protein and 7 grams of dietary fiber. Instead of sugar, Brekki is sweetened with organic coconut nectar and almond milk.

  For those mornings when you need an extra boost, reach for Brekki’s Cold Brew Coffee flavor, which tastes like an almond milk latte and oats crossover.  

• 

  Chef iQ Smart Wireless Meat Thermometer 

  If you want to become the ultimate grill master, Chef iQ Smart Wireless Meat Thermometer has you covered. It provides real-time temperature updates and flip reminders, making summertime cookouts foolproof. The probes can withstand temperatures up to 752 degrees Fahrenheit, and on a full charge, have over 40 hours of cook time. Unlike many meat thermometers, the probes are thin, so they don’t damage cuts of meat or fish. The iQ App is well-designed with aesthetically satisfying cooking countdowns that provide the internal, target, and ambient temperature. The thermometer probes come in a Smart Hub with a built-in speaker for audible real-time alerts.

  For summertime grilling, the real-time alerts and updates mean more time with loved ones and less time checking on the burgers. 

• 

  Forme 

  After Taylor Swift trained for the Eras Tour in her Forme Power Bra, the brand has been bigger than ever. The brand creates posture-correcting wearables to improve performance and recovery. Back pain has become a huge issue, with Americans spending over $100 billion annually on managing neck and back pain. Forme products combat hours of being hunched over at your computer by transforming your body’s alignment and increasing spine extension and chest expansion. Forme’s Power Bra is worth the hype, seamlessly bringing back one’s shoulders for a perfect (but comfortable) posture with moisture-wicking fabric.
  

  The brand also has men’s and unisex apparel, like the posture-correcting men’s Ace V-Neck, and the arch booster sock, which is one of the most supportive socks I have come across. Not only are Forme’s clothes functional, but they are fashionable, with flattering designs for everyday wear even in the heat. 

• 

  KT Tape Pro Ice

  Are you looking to ease and cool overworked muscles this summer? KT Tape Pro Ice is an exercise tape that delivers cooling pain relief and muscle support. The tape lifts the skin to temporarily increase blood flow, reducing soreness and pain, and it doesn’t leave behind a super sticky residue. Unlike many cooling products, the tape’s menthol does not have an overwhelming smell and delivers consistent and effective relief.

  If you’re looking for a way to stay on the court, the running path, or the field longer this summer, look no further than KT Tape Pro Ice. 

The post Upgrade Your Summer Wellness Routine With These Must-Haves appeared first on Athletech News.

Smart home gym maker Interactive Strength, better known as Forme, has made a strategic move to acquire Clmbr, maker of the first connected vertical climber. On a mission to secure B2B revenue, the deal includes Woodway assisting with sales and distribution.

The transaction, which is slated to close in Q4 of this year, is estimated to produce more than $20 million in revenue in 2024, with a cash flow positive position and adjusted EBITDA profitability as early as Q4 of 2024, Forme said.

The confirmation follows Forme’s non-binding letter of intent and exclusivity agreement to acquire an unidentified connected fitness equipment business this past summer. Prior to Forme’s announcement, the struggling Clmbr closed its Los Angeles-based fitness studio, conducted layoffs and began preparing for what it described as a “strategic transaction.”

Trent Ward, co-founder and CEO of Forme, said the acquisition will be “transformational” and empower Forme’s path to commercialization. The shared vision of Forme and Clmbr will see the expansion into commercial and medical channels with the Clmbr 02, which started shipping this summer.

Tapping into the medical industry is an intriguing angle for the connected fitness company. While Ward says the endeavors in this space are initially most applicable to Clmbr, he tells Athletech News he believes a compact strength training device such as the Forme Lift would also be an attractive piece of equipment in rehabilitation settings. 

Ward cited studies that have demonstrated the safety of climbing with patients suffering from back pain and that climbing even ten minutes can help slow the progression of cognitive decline.

“We believe that Clmbr should be sold into many hospitals, and nursing or assisted living facilities where a recumbent bicycle is often the only choice for patients or residents,” Ward said of the potential to help consumers.

Ward also indicated that Woodway’s sales and distribution team provides the best go-to-market option for Clmbr, given its experienced domestic and international sales teams.

Ward further added that commercial accounts have been a key area of demand for Forme, taking the position that commercial distribution eventually generates consumer demand due to interaction with products. In addition to its acquisition of Clmbr, he shared that Forme is making “deep inroads” in the golf vertical, with plans to accelerate with support from Woodway.

Overall, Ward says the combination of Forme and Clmbr can create tremendous value for all shareholders.

“We expect this transaction can help us achieve immediate scale across all of our cost centers, resulting in a high-growth, profitable platform that sells connected fitness equipment and digital fitness services across B2B and B2C channels,” he said.

Clmbr Looks To Rebound

The fitness climber maker had once attracted high-profile investors, such as Jay-Z, LeBron James, Odell Beckham Jr., Novak Djokovic and Ryan Seacrest. However, like many connected fitness companies, Clmbr, once dubbed the “Peloton of climbing machines,” has faced challenges in the post-pandemic environment.

Peloton and Lululemon recently joined forces on content as Lululemon kicked its connected fitness Mirror product to the curb. Clmbr and Forme also appear to be taking the approach that collaboration can be profitable. Forme, too, has faced difficulties, including a lackluster IPO earlier this year.

“By joining forces with the very talented team at Forme, and gaining access to the public capital markets, we will be able to help more people and achieve the long-term vision for Clmbr of providing an accessible, low-impact and highly effective workout experience,” said Avrum Elmakis, Clmbr’s founder.

The post Forme To Acquire Clmbr in Connected Fitness Deal appeared first on Athletech News.

Interactive Strength Inc., doing business as Forme, announced a non-binding letter of intent and exclusivity agreement to acquire an unnamed connected fitness equipment business. The smart home gym maker and virtual personal training services provider is struggling on Wall Street but says the potential transaction will accelerate its commercialization path.

The deal is expected to close in Q4 of this year.

Despite the seemingly waning trend of connected fitness hardware, Forme projects its strategy will pay off.

According to Forme’s internal management projections, the fitness maker predicts a combined gross revenue to exceed $10 million in 2023 and over $25 million in 2024. By the fourth quarter of 2024, the company says the combined business is expected to be cash flow positive.

“We believe this will be a transformational acquisition that can accelerate our commercialization path,” said Trent Ward, co-founder and CEO of Forme. Ward added that the combination of the businesses will create “tremendous value” for both groups of shareholders.

“We expect this transaction can help us achieve immediate scale across all of our cost centers, resulting in a high-growth, profitable platform that sells connected fitness equipment and digital fitness services across B2B and B2C channels,” Ward added.

The deal is also expected to provide both Forme and the connected fitness company with cross-selling opportunities and access to new end markets.

“We are excited about what we are seeing in the B2B channel in our own business,” Ward said. “In fact, the strength of the performance in the B2B channel, as well as our belief that the Forme business would benefit from further investment in this area, were key reasons for our interest in the potential acquisition. This transaction sets the stage for Forme to become an industry leader across a range of modalities.”

Forme has confirmed its due diligence review of the target acquisition has already begun.

The fitness equipment maker recently reported its second quarter 2023 results, incurring a net loss of $13.6 million for the quarter, compared to a net loss of $11.9 million for the same period in 2022, which the company says is primarily due to expenses incurred in connection with its IPO. Forme went public in April, with its shares falling 17% on its first day of trading and 81% as of Tuesday night.

The post Forme Touts ‘Transformational’ Plan To Acquire Connected Fitness Biz appeared first on Athletech News.

Magic AI, a London-based fitness tech startup, has raised $2.5 million for its at-home fitness mirror product.

Martin Gould, former head of product at Spotify, Andy Young, former GM at Stripe, and Sarah Harvey, former CMO at Tough Mudder, are among a long list of angel investors in the AI-driven fitness company.

Magic AI’s co-founder, Varun Bhanot, took to LinkedIn to share his excitement.

“BIGGEST update of 2023. Today, it’s the honor of my life to announce: We have raised a $2.5 million round in our company Magic AI to support our continued growth,” he posted. “Something that started from my parent’s garage got the support of some of the world’s best investors & athletes. Onto making personal training affordable & accessible for everyone.”

He also gave a heartfelt shout-out to fellow co-founder Sunil Jindal. Fasanara Capital led the funding with SFC Capital.

Bhanot took a startup loan from Virgin StartUp to create the futuristic personal trainer. Before launching Magic AI, Bhanot was working at another startup, taking notes on how to build a company. 

It also became a personal mission. As Bhanot told Virgin, too many kebabs and too much whiskey led him to experience clinical obesity. After deciding to work with a trainer, he lost a quarter of his body fat while learning about weight and strength training. 

He also discovered that personal trainers aren’t always available for everyone, can be expensive, and it can be difficult to effectively personal train at home. In response, Bhanot desired to automate personal training using at-home technology. 

The fitness coaching mirror uses AI, offering instant form feedback as it reviews reps, position, pace and range of motion, providing a score based on each rep. 

Fitness programs include AI sports coaching, dance, meditation, HIIT, cardio and yoga. Magic also sells smart adjustable dumbbells and a folding incline bench as add-ons. The complete package, the Magic Pro, is offered for £1,999.00 (around $2,580.)

After purchasing the fitness mirror, Magic AI members get free access to personalized form-tracking technology, workout programs led by athletes, content and AI tech updates. 

Can Magic Succeed Where Others Have Failed?

Magic AI’s hardware-first approach comes as brands like Lululemon are looking to shift away from fitness equipment in favor of digital content. The athleisure giant acquired Mirror, a connected fitness product, in 2020 for $500 million, hoping to bank on the at-home fitness boom before eventually taking out a $443 million “impairment charge” on the hardware.

Lululemon recently laid off around 100 employees in its Studio fitness division as it reportedly struggles to find a buyer for Mirror despite offering it at a cut-rate price.

Forme, which also offers a smart mirror and personal training, went public in April with a $12 million IPO but had a disappointing first day of trading. The connected fitness company trades under TRNR and is currently listed at $2.18, down 67% in the last six months.

The post Magic AI Raises $2.5M for Smart Fitness Mirror appeared first on Athletech News.

Forme, a connected fitness company offering mirror products, went public with a $12 million IPO, but its shares fell 17% on day one of trading.

The Austin-based digital fitness platform, which trades under the name Interactive Strength Inc. (TRNR) opened Friday at $8.20 and fluctuated throughout the day from $7.50 to closing at $6.61.

The fitness company offered 1.5 million shares at $8 per share, with underwriters granting a 45-day option to purchase up to 225,000 additional shares of common stock at the IPO price to the public, less underwriting discounts and commissions, Forme said in a press release.

Aegis Capital Corp is acting as the sole underwriter.

Forme combines connected fitness hardware with live virtual personal training and coaching. The fitness brand offers two connective hardware products, including the Forme Studio, a fitness mirror, and Forme Studio Lift, a fitness mirror with cable-based digital resistance.

When not in use, Forme’s connected fitness mirrors turn into full-length mirrors.

The innovative fitness system was developed by Yves Béhar, a Swiss industrial designer who co-founded Forme in 2017 with Trent Ward, the company’s current CEO.

The idea for Forme came as Ward, busy with work, realized he wasn’t making it to the gym regularly, and he started an at-home fitness routine with a trainer. He began contemplating fitness equipment designs and started searching for an industrial designer. Soon after, he was introduced to Béhar, who was excited at the prospect of creating a piece of equipment in the health and wellness space.

Béhar had experience with Nike developing gym equipment that turned into office furniture, and was intrigued with the concept of transformation, said Ward in a 2020 interview with Fit Tech. 

He revealed that everything in Béhar’s home seemed to be able to disappear into the walls when not in use, so it was his idea to turn a piece of fitness equipment into a mirror for both the functional aspect and to conceal the device when not in use.

The development process took four years due to sourcing hundreds of custom parts and finding the finest manufacturers. 

The home-based system hit the market in 2020 as demand for home fitness equipment surged due to the pandemic. 

In 2021, Forme announced a partnership with Barry’s in which Forme featured Barry’s digital offering on its fitness mirrors. That same year, Forme also began a nationwide retail rollout, collaborating with eleven stores in Westfield Shopping Centers. The connected fitness brand opened its first flagship locations in Los Angeles and New York City’s World Trade Center. 

The timing of Forme’s IPO seems curious given the current pulse of at-home fitness and perhaps the future of home-based digital fitness training.

As it stands, Forme’s competitors, such as Lululemon’s Mirror and Tonal, have faced struggles as fitness enthusiasts have either returned to the gym, turned to hybrid fitness models or have taken a liking to smaller, boutique fitness experiences.

Lululemon, which acquired MIRROR for $500 million in 2020 during the at-home fitness boom, is now reportedly looking to cut ties with the connected fitness mirror product just three years later and is exploring a sale.

Tonal sounded the alarm last summer, taking its LA studio offline, instituting layoffs and warning that it was facing a “challenging time.” Those challenges came just one one year after the connected fitness company hit unicorn status.

For Tonal, second round of staff cuts occurred at the start of this year, and the at-home fitness company announced that it would raise its membership prices and increase the cost of its signature trainer.

Last month, amid rumors that it was considering selling, Tonal announced it had raised $130 million in fresh funding and appointed Krystal Zell as its new CEO, with founder Aly Orady stepping down from that role and transitioning to Chief Technology Officer. 

While Forme’s connected fitness offerings include equipment Lift, $5,995, and Studio, $2,495, the home-based company also features an iOS app where members can join for $49 for their first month and then $149 each month afterward. In return, Forme members will work with a trainer to create a personalized plan and access on-demand classes and weekly live, 1-on-1 sessions with a trainer, which is included in the first month and sold separately after. 

The ability to work at home with a virtual trainer without purchasing expensive hardware could appeal to busy fitness enthusiasts. As for its IPO, Forme could use the additional capital, as it reported a net loss of $39 million on revenue of only $500,000 for the nine-month period that ended September 30. 

The post Forme Goes Public With Connected Fitness Mirror, but Shares Tumble appeared first on Athletech News.

Forme was founded by Dr. Stephen Liu as a way to support his mother’s battle against late-stage comfort. Today, Forme helps alleviate pain for so many consumers, improving their alignment, performance, and recovery. With the United States spending billions annually on neck and back pain solutions, Forme’s ability to correct posture gets to the root of the issue, rather than merely providing comfort. ATN spoke with Dr. Liu about his inspiration for founding the company, the technology behind the products, and the company’s long-term goals.

ATN: What was your inspiration for founding Forme? 

Dr. Liu: After years as an orthopedic surgeon, and as a way to enhance my mother’s posture and breathing through her battle against late-stage cancer, I realized how important it was to create a posture wearable technology that would instantly and naturally improve alignment and comfort to those going through medical treatments and physical pain. I developed Forme into a science backed wearable company that corrects posture disorders and everyday back or neck pain for everyone – from athletes, nurses, dentists, office workers, pregnant women, to those with scoliosis, cancer, and more. Posture is your foundation: your health, mood, mind, and appearance all rest on this foundation. The mission of Forme is to develop the best foundation for your performance, to live as your best self: the best form of you.

ATN: What was your process for founding the company, and developing the technology?

Dr. Liu: In the age of mobile phones and digital technology, where most people are sitting at a desk all day staring at their computers, or scrolling on a screen, slouching and poor posture become progressively habitual, often resulting in pain and unhealthy conditions. Through initial self-funding, and biomechanical research and development, we built therapeutic products that are patented and FDA-registered posture wearables that instantly align your spine, improve shoulder-hip balance, and reduce pain associated with spinal disorders. All you have to do is wear it for everyday activities, and the technology will do the rest, effortlessly. 

Forme is a wearable technology company dedicated to optimizing human posture and performance. We design wearable fabric technology built into stylish activewear that can be easily integrated into daily life for noticeable improvement to your physical and cognitive health. It is a transformative solution for daily posture training and lifestyle improvement. Body alignment, muscle strength, joint stability, and improved breathing, all can help prevent injuries, costly therapy and invasive procedures later in life.

Forme products were created in a biomechanics lab with extensive focus on corrective orthopedic alignment throughout the body while ensuring dynamic mobility and everyday wearability through thoughtful design and iterative feedback channels. Most importantly, without the use of compression.

No other product offers continual proprioceptive resistance and training the way Forme does. Other in-market products often utilize compression, braces or rigid straps applying external force to hold the body into alignment. Users often don’t use them for the long run because they aren’t comfortable.

Rather than using one piece of tight fabric, we’re using multiple panels or tensile pieces that adjust and train your posterior muscles (back system) to align themselves (quicker proprioception to spinal muscles). The most common tech apparel companies with comparable integrated solutions have gone to is incorporating mineral threads for antibacterial resistance or patterned straps in compression wear.  

When wearing Forme, you’ll immediately feel a halo improvement effect. You’ll be standing taller, breathing better, taking in more oxygen, feeling more clear and alert, and even more confident. The ingenuity being hidden from the public eye– the technology is built between layers of high-quality fabric versus as a standalone device. We’ve found that other in-market devices meant for therapeutic wellness have thus far been bulky, tight, uncomfortable and obvious– meaning anyone can spot you wearing them. This, it would be a challenge to make a tight compressive long sleeve or a golf polo posture wear. 

Part of why we designed an invisible device into a daily functional wearable is because we want people to keep using it confidently and with ease. With daily, regular wear, your body will develop muscle memory to restore ideal posture without conscious effort. Ultimately, the goal of Forme is to create a biomechanical awareness of your body’s posture, a tight mind-body connection, keeping you in alignment subconsciously during running, walking, sitting, or breathing.

Many people are looking for better posture, faster recovery and less pain via Pilates, yoga, fitness, modality, therapy, or Chiro sessions. Unfortunately, while helpful in spurts, none are natural and sustainable, without incurring a big cost. 

ATN: What differentiates Forme from competitors?

Dr. Liu: While other wearable technologies let you know how many steps you’re taking or how many hours of sleep you get in a night, Forme is actually taking the necessary corrective measures to implement positive change in habits. Yes, those wearables might be helping you see where you need to improve in those areas, but they aren’t taking the next step to implement change. Forme actively corrects alignment, effortlessly, to help the consumer make positive changes to their posture.

Our products utilize proprioception to train and engage the muscles to function the way they were supposed to and maintain optimal posture for the long run, rather than a temporary rigid fixation solution that is typically seen in compression, brace or strap-based wear. Most of these other existing products have low rates of compliance in usage and are bandage solutions to improving posture or reducing neck/back pain, we aim to make it fun and exciting to wear while truly training and improving body outcomes for the long run.

We’ve undergone years of testing and research with our medical and design experts to back up the development of our devices’ technology in order to shape the direction of Forme wearables. We believe in elevating the level of health and wellness for the broadest definition of humanity. Our scientific rigor has always been driven by a relentless passion for creating a new category of product to positively change the lives of our consumers.

Forme’s technology engages your scapular and spinal muscle memory to correct your body’s alignment, naturally and sustainably. Through this, we are teaching the body what good posture feels like by naturally rolling the shoulders back and down, while opening up the chest and hips. This continual biofeedback leads to improved posture when standing, sitting, and lying down, while reducing posterior chain muscle fatigue and improving oxygenation for faster recovery.  

ATN: What motivates you? 

Dr. Liu: To make a difference! Especially in people’s everyday health. Everyone is always looking for an edge to live and perform better. Having been an orthopedic surgeon for many years, I have seen thousands suffer from pain with or without surgery, despite costly rehabilitation and non-functional rigid orthotics or brace. My mom’s passing from cancer was the ultimate driving force to create a world changing posture wearable technology. 

ATN: What is your long-term goal for the company? 

Dr. Liu: Humanity has developed into a slouching society thanks to an ever-increasing dependency on our mobile devices. Bad posture and untrained, atrophied muscles can lead to serious injuries and pain as we age. Our population has had generations of poor wellness education shoved upon them, resulting in poor posture, and increasing discomfort as their bodies age. Yet we don’t easily have access to preventative education or wellness tools that can avoid these things.

Estimates of the total expenditures on care vary, but the general consensus is that approximately $100 billion is spent annually on the diagnosis/ management of neck and back pain, and an additional $10 to $20 billion is attributed to economic losses in productivity each year, and these numbers are rapidly exacerbated by the digital era.

We know health care costs will keep increasing given our long hours using digital devices, exhausting travel, and athletic endeavors. What started out as a mission to help a loved one battle poor posture and compressed lungs during late-stage cancer, has grown into an innovative product line that has helped thousands of customers combat posture issues, as well as spinal and musculoskeletal disorders. 

Poor posture has become an epidemic and it’s a costly public health issue. Nobody likes a slouch, and we want to end bad posture. Forme’s science builds better health by enhancing wearers’ foundations, equipping them to live better, to perform better, be more productive, avoid unnecessary trips to the doctor, and improve mental wellness. In addition to impacting the lives of individuals, Forme’s wearable technology has the capacity to improve companies’ productivity, monumentally reduce healthcare costs, and make wellness accessible for all.

The post CEO Corner: Dr. Stephen Liu, founder of Forme, on the Wearable Technology Company appeared first on Athletech News.

Forme, the connected fitness mirror, confidentially filed to go public. Although the connected fitness market has generally cooled, Forme is betting on its longevity. While little is known about the traction or revenue, the IPO filing will provide additional information about how Forme has performed relative to competitors like lululemon Studio (formerly MIRROR) or Tonal.

Forme was founded in 2020, spearheaded by Trent Ward. The Studio is nearly six feet tall, nearly a full foot taller than lululemon Studio and 18 inches taller than Tonal. At 102 pounds, Forme Studio, at first glance, looks like a regular high-quality mirror. Forme costs $2,495 for the Studio without any add-ons, which is one of the pricier fitness mirrors on the market. Users can also buy one-on-one sessions with trainers, which cost $130 per hour or $70 per 30 minutes. It has a monthly membership fee of around $50/month, and includes access to their entire class library with accounts for you and five other people. Classes include strength, barre, yoga, core, boxing, dance, meditation, recovery, and more. Forme also has a partnership with Barry’s, and includes classes from Barry’s X for at-home training classes.

For the IPO, Forme is seeking $50MM in funding, valuing the company north of $200MM. According to Crunchbase, Forme has raised $128MM to date. According to Bloomberg‘s confidential sources, the startup is working with Berenberg, a multinational full-service investment bank based in Germany, on the potential offering.

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