Infinity, Beyond Fitness, Adds Ex-Technogym Exec, Plans To Franchise

The Miami-based boutique studio allows fitness and wellness enthusiasts to engage in a trifecta of training, nutrition and recovery under one roof

Infinity, beyond fitness, a Miami-based boutique wellness studio, has welcomed Kay Oswald as an investor and advisor as it plots its franchising expansion. 

Kay, the former CEO of Technogym U.S., has expertise in building consumer and B2B brands in the U.S., Europe and Asia, having led the expansion of Smile Direct Club, preparing the company for an IPO.

The Infinity concept offers a comprehensive method that allows fitness and wellness enthusiasts to engage in a trifecta of training, nutrition and recovery to improve their lives in 90 days. Infinity members receive one-on-one and group wellness coaching in-person and through the Infinity app, so members are armed with training, nutrition, sleep and recovery education to hit their goals. The plans change every 90 days and offer support and group chats. 

Infinity’s stand-out group training offering, Variable Intensity Interval Training (VIIT), could be a boutique fitness disruptor with a special format blending HIIT with medium-intense strength and endurance and low-intensity phases while using functional cable stations, boxing bags, treadmills, weights, benches and bands.

“Among the multitude of fitness and wellness concepts I’ve become familiar with, Infinity is by far the best positioned for the future,” Kay said. “It’s rare to find a brand that addresses workouts, nutrition and recovery in one location and also has an app to keep members accountable outside the studio.”

Diego Guimarães, founder and CEO of Infinity, beyond fitness, said the brand is thrilled to have Kay as an investor but even more so as an advisor.

“Ever since our paths crossed, he has believed in the unique value proposition that Infinity offers,” Guimarães said. “I eagerly anticipate his valuable contributions to our franchise expansion and growth.”

Infinity’s flagship Coconut Grove studio in Miami offers an extensive group training schedule and allows members to access the training studio at any time, even when classes aren’t in session. A recovery zone boasts an infrared Cocoon Pod, HydroMassage lounge, zero-gravity massage, and Hyperice Normatec compression therapy and other Hyperice recovery products. 

Four membership levels are available: $199/month for “Wellness Unlimited,” $179/month for “Training Unlimited,” and wellness and training levels for $139 and $119 a month, respectively.