Partnerships
SoulCycle Teams With Superpower To Integrate Biomarker Testing
Telehealth platform Superpower is joining SoulCycle’s Fall Challenge to bring biomarker insights into the cycling studio.
Life Time Adding Aion Weighted Vests to Clubs Across North America
Life Time will incorporate Aion’s patented weighted vests into its personal and group training classes, while members will receive discounts.
Everlast Gyms Adding Myprotein Kitchens to Locations Across UK & Ireland
Everlast Gyms will now include on-site kitchen concepts at its U.K. and Ireland locations, rebranding its Flavore bars to Myprotein Kitchens.
Johnson Fitness & Wellness, Peloton Ink Retail Partnership
Peloton has partnered with Johnson Fitness & Wellness to bring its new Cross Training Series machines to 100-plus retail stores nationwide.
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.
