F45 Gamifies Workouts With ‘Trials Week’ Competition
The functional fitness franchise wants members to finish the year strong as the brand plots its path forward for 2024 and beyond
The holiday season is upon us, and F45 Training is encouraging fitness enthusiasts to stick to their health goals. The functional fitness franchise is inviting everyone to drop into its studios for a special strength and endurance challenge running from Nov. 27 to Dec. 3.
Dubbed “Trials Week,” participants are encouraged to put their skills to the test across seven stages of F45 workouts spanning cardio, strength training and a hybrid combination. Participants can compete to make it to the top of the leaderboard of their local studio and globally by logging in their results into the F45 Training app.
“Ring in the holiday season with F45 and train your heart out to finish the year off strong ahead of the New Year,” said Tom Dowd, CEO of F45 Training. “Trials Week is just as perfect for the competitive looking to push themselves to their true limits as it is for those starting their fitness journey – helping everyone achieve the most rewarding feeling of fit.”
F45, known for its functional fitness workouts and high-intensity interval training, has been rewriting the script as of late, highlighting the power of its brand with a new content series, ‘Why I F45.’ The series highlights F45 members, coaches and franchise owners as they share the personal reasons they are committed to the Mark Wahlberg-backed fitness concept.
F45’s New Chapter
Dowd, who was appointed as F45’s CEO earlier this year, has been put in a similar position as Peloton CEO Barry McCarthy — placed at the helm of a ship that is navigating rough waters while dealing with a few leaks from the previous captain.
Choppy waters indeed — F45 has had to confront a $372 million loss over the last two years and wrangle a lawsuit brought forth by David Beckham and pro golfer Greg Norman as it recently delisted from the New York Stock Exchange.
Still, Dowd, with 25 years of executive leadership experience at GNC Holdings and as co-founder of Performance Inspired, believes he can return F45 to its glory days.
After replacing former F45 CEO Adam Gilchrist, Dowd led F45 to enter a deal with human performance company Whoop and indicated that the brand plans to rely more on actor-investor Wahlberg to drive home the fitness franchise’s power — a decision he says will ultimately help franchise owners.
Under Dowd, F45 has also released a new workout series created by Wahlberg, searched for talent for its F45 Athlete Squad, revamped its website and digital presence to make booking an F45 class easier, began exploring branded merch and welcomed a marketing firm to prepare for its expansion plans.
