Cheers to Wellness: FitVine Becomes Official Wine Sponsor of Life Time Pickleball
Life Time’s partnership with FitVine Wine reflects a broader shift toward a holistic, in-club social wellness model where pickleball, fitness, community and celebration come together
FitVine Wine — known for its healthier twist on wine with its sugar-free options — is now the official wine sponsor of Life Time Pickleball and will be woven into a variety of social and wellness experiences at Life Time clubs nationwide, including select Life Time Pickleball Classic tournaments and Afterglo events.
The sponsorship gives members the chance to participate in exclusive wine tastings, immersive events and post-match celebrations, all designed to elevate their Life Time experience. It also reflects the high-end athletic country club’s commitment to being more than a gym — to serving as a social wellness hub. Earlier this month, Life Time acquired High Performance Lifestyle Training, a wellness company known for immersive, in-person experiences.
“(Life Time) — it’s everything to our members,” Life Time CEO Bahram Akradi said last August on an earnings call. “It’s their social place, it’s their beach club, it’s their programs, it’s their network. Yes, they get a workout, and we are constantly working on how to improve those things from a member’s point of view.”
Akradi, an avid pickleball player himself, has significantly invested in the fast-growing sport, with more than 750 permanent courts and hundreds more in the pipeline. The luxury country club operator has also teamed with Andre Agassi and Ben and Collin Johns to advance its mission of premium pickleball programming and content, launched the Ultimate Pickleball and named Lululemon as its official pickleball and tennis apparel partner.
“At FitVine, we’re all about balance — working hard, staying active and still enjoying a great glass of wine,” FitVine winemaker Steven Acosta said. “Partnering with Life Time lets us bring that better-for-you wine option straight to their community, so members can raise a glass to their wins — on or off the pickleball court.”
Additionally, Life Time members can now discover FitVine’s Chardonnay, Pinot Grigio, and Cabernet Sauvignon at Life Time LifeCafes nationwide, where permitted.
“Life Time is committed to providing our members with high-quality offerings that align with their healthy and social lifestyles,” Life Time vice president of partnership marketing Kelly Warner said. “FitVine’s dedication to crafting great-tasting, zero-sugar wines makes them a great sponsor of Life Time Pickleball, enhancing member experiences across our Life Time athletic country clubs.”
Expanding its focus beyond pickleball and in-club socialization, Life Time is also deepening its commitment to holistic wellness. On May 4, the brand will launch its first-ever Mindful May program, available on its complimentary Life Time app, in honor of National Mental Health Month.
Developed by Life Time’s team of wellness experts, the Mindful May program features five-minute guided sessions centered on meditation, breathwork, sleep improvement, movement and cultivating purpose and mindset. Participants are also encouraged to complete a brief in-app journal entry after each session to help reinforce the benefits of mindfulness.
“In today’s fast-paced, hyperconnected world, many are overwhelmed by chronic stress and emotional burnout, struggling to find accessible mindfulness practices that resonate,” said Jessie Syfko, vice president of group training and studio classes at Life Time. “Our complimentary Mindful May program is a powerful, approachable way to incorporate meditation into our daily lives, no matter your schedule or experience level.”
In addition to meditation and mindfulness offerings, Life Time’s free LT Digital app provides access to hundreds of on-demand and livestream classes, personalized health programs, curated wellness content, podcasts, pickleball training videos, and the Life Time LTH supplement line, along with other wellness essentials.