Fitness Metaverse is Expanding: TRIB3 x OliveX Launching Gym in Spring 2022
The partnership promises serious revenue & a way to motivate more people to get active, says Andy Hall, Head of Commercial at OliveX.
TRIB3, a boutique fitness concept franchisor, has announced a deal with Fitness Metaverse company OliveX to become the first gym brand to launch in The Sandbox, an Ethereum-based decentralized NFT gaming metaverse. The two will work together over the next year and a half as it focuses on launching the first TRIB3 store and the world’s first gym in the Metaverse.
The deal with OliveX will help expand HIIT workouts and group fitness classes in the digital world with TRIB3 NFTs and allow visitors to experience the brand virtually. The gym is slated to launch in The Sandbox in April 2022.
“This is a landmark opportunity for our brand and our sector, and we are proud to be first to be grabbing it with both hands. This partnership will see us fuse the TRIB3 design and brand team’s talents with OliveX’s experience and vision, so I am confident that the TRIB3 experience in the Fitness Metaverse will be quite literally out of this world. Players of the Sandbox can still expect to see all the industrial luxe feel they have come to know and love from our brand but with some added extras,” said Kevin Yates, TRIB3 CEO, in the announcement.
Sebastien Borget, co-founder and chief operating officer of The Sandbox, has been selling virtual land with total sales of over $200 million. Last fall, a plot of virtual land sold for an impressive $4.3 million – the most expensive metaverse property sale to date.
“Kevin’s vision and his ability to recognize global trends and opportunities are second to none, which is why TRIB3 is the perfect brand for us to partner with and deliver this digital experience to the Fitness Metaverse community. We are working with the TRIB3 team to bring to life – digitally, the stylised TRIB3 stores and to deliver NFTs and ultimately increased revenue for the brand. We are now building momentum with our partners and it’s great to be working with such an impressive portfolio,” added Andy Hall, Head of Commercial at OliveX.
OliveX, a digital health and fitness company, uses fitness gamification, augmented reality, and play-to-earn experiences to offer an other-wordly user experience. The platform allows fitness consumers to engage with brands, influencers, and coaches.
“Launching into the Fitness Metaverse isn’t a PR stunt. It’s not a flash in the pan. We have the ability to drive serious revenue for our partner brands but we can also motivate more people to get active and change habits and behaviors into healthy outcomes. The Metaverse opportunity is hugely exciting for brands which can recognize it. TRIB3 has a genuine opportunity to reap the undeniable benefits the Metaverse can deliver, which is largely down to the way in which Kevin and the team have developed the TRIB3 brand product to be so motivationally gamified,” Hall says.
He went on to explain the gamification experience, “From a customer’s very first workout, their photo goes on the wall, and they are able to train and ‘work out’ their way up the ranks; after 50 workouts a customer is a Warrior and 1,000 workouts – a Legend; this lends itself perfectly to gamification and tokenism synonymous with the Metaverse.
TRIB3 also offers other events and challenges, which can all be brought to life in the Fitness Metaverse. TRIB3 has the ability to change the narrative for the global health and fitness sector – it’s hugely exciting.”
The metaverse is rapidly expanding, as brands have realized a way to reach new levels of success, brand awareness, and monetization. Adidas generated $23 million with its first drop, and Nike has introduced its own corner in the metaverse with Nikeland.
“We are ready for this; we’ve been ready for something like this for sometime. We sold our first franchise for Bitcoin in 2021 and we are looking at new ways to innovate and revolutionize the sector we know and love. We are traditionally untraditional and we can’t wait to open our virtual doors and show you our TRIB3 Sandbox store in 2022,” Yates notes.
Aside from the metaverse, TRIB3 will open a physical store in London as part of its ongoing global expansion. TRIB3 Ealing is scheduled to open in April.
