Partnerships
Ergatta Strikes Gaming, Content Deal With Int’l Rowing Federation
The agreement makes connected fitness company Ergatta World Rowing’s preferred partner for gaming and Esports initiatives.
Puma, Hyrox Extend Footwear & Apparel Deal Until 2030
Sportswear giant Puma will continue backing popular fitness racing competition Hyrox, including providing official gear.
Peloton Signals New Era With AI Fitness Coaching, Equipment Overhaul
The embattled Peloton is launching an AI-powered personalized workout system, upgrading its hardware portfolio and leaning into partnerships.
Zumba Taps Kaitlyn Bristowe for Canada Anniversary Celebration
Kaitlyn Bristowe joined Zumba creator Beto Perez and 500 instructors in Toronto to celebrate 20 years of Zumba in Canada.
Tonal Adds Celebrity Trainer Kristin McGee in Pilates Push
Kristin McGee joins Tonal as guest coach, expanding into strength training following the Tonal 2 launch and AI-powered Daily Lift workout.
Aescape Acquires Tom Brady’s Longevity Protocols, Adds NFL Legend to C-Suite
Aescape, the New York-based robotics company offering AI-powered massages, has formed a major partnership with NFL legend Tom Brady.
CrossFit, Air National Guard Partner on Fitness Events, Education
CrossFit has named the Air National Guard presenting sponsor of the 2026 CrossFit Open, among other military-driven events and activations.
Your Reformer, Johnson Health Tech Strike Global Distribution Deal
Your Reformer has partnered with Johnson Health Tech to expand Pilates access with a global distribution deal.
Oman To Host Ironman Events as Part of Wide-Ranging Partnership
The deal marks one of Oman's biggest sports tourism investments and establishes the country as a major adventure destination through 2030.
EGYM, Spirit Fitness Partner To Deliver Smarter Cardio Workouts
EGYM and Spirit Fitness team up to integrate 3 Star Cardio Connectivity across Spirit’s 1000 Series equipment.
