Partnerships
SoulCycle Taps Loop Earplugs for In-Studio Hearing Protection
Sound-conscious SoulCycle riders can now purchase reusable earplugs from Belgian brand Loop , which offer 17 decibels of protection.
Weight Watchers Adds Pvolve Fitness Classes in GLP-1 Support Play
Weight Watchers is the latest telehealth company to bundle pharma and fitness, a model that's quickly becoming the industry standard.
Aston Martin F1 Taps Eight Sleep for Recovery Optimization
The sleep tech company will support driver and team recovery; Eight Sleep branding will also be seen on Aston Martin Aramco Formula One cars.
English Soccer Club Fulham Taps Bon Charge for Player Recovery
Fulham FC is elevating player recovery through a new partnership with Australian wellness tech brand Bon Charge
Barry’s Gets In on the NA Beer Boom, Partnering With Tom Holland’s Bero
Bero, an NA beer co-founded by Tom Holland, has become the official non-alcoholic beer of boutique fitness giant Barry’s.
Fuze House, Truvia Partner for In-Studio Café Activations
The month-long “Sweeten Your Strength” activation brings a rotating café experience to Fuze House studios in New York and Miami.
CrossFit Renews Velites Deal for 2026 Games After Replacing Reebok & Nobull
Velites has been named the official apparel and footwear partner of the 2026 CrossFit Games, expanding its role.
Daybreaker Taps Sweatpals for Event Tech as ‘Daylife’ Movement Gains Ground
Community fitness platform Sweatpals will power ticketing, discovery and operations for Daybreaker’s sober morning dance experiences across the U.S.
Gold’s Gym, YoungLA Team Up for New Apparel Collab, Multiyear Partnership
Popular activewear brand YoungLA is kicking off a multiyear deal with Gold’s Gym, blending bodybuilding heritage with modern training apparel.
Why Drinkware Giant Stanley 1913 Is Doubling Down on Sports
Through partnerships with Lionel Messi, Caitlin Clark and top teams, Stanley is aiming to position hydration as a core part of sports culture.
