"Kry Fitness" continues to pay attention to all the latest brand trends and content information related to sports and fitness, and witness the development of the sports and leisure industry in the times.
Brand Dynamics
PICO, together with LaMi and Chaoxing, launched VR fitness content
Recently, VR brand PICO held a press conference and jointly launched VR version of fighting courses with Les Mills; cooperated with Super Orangutan to create a rich fitness course; jointly launched VR fitness content with German fitness blogger Pamela to meet the fitness needs of different users.
In addition, PICO said it launched its self-developed CALEENSE physical fitness detection algorithm to better improve the user's fitness experience.
MAIA ACTIVE opens a national flagship store in Shanghai
Recently, the first national flagship store of sportswear brand MAIA ACTIVE was unveiled in Shanghai Xintiandi Fashion II. The flagship store has "Power Hub" as its core design concept, with a total of two upper and lower floors, covering an area of nearly 300 square meters.
MAIA ACTIVE
Most of the interior decoration of the store is made of recycled plastic recycled concrete technology. The first floor of the flagship store is a sports equipment Hub covering an area of more than 100 square meters, providing a full range of MAIA ACTIVE product selection; the second floor has a brand exclusive "sports experience Hub" with the offline sports community MAIA FUN CLUB, and the first "personal customization Hub" launched. Consumers can experience the brand community culture and DIY their own exclusive fitness equipment.
FITURE Chongqing first store opened
Recently, the first store of the home fitness brand FITURE Chongqing opened on Times Tianjie.
Previously, FITURE also held the opening ceremony of Jingfeng Center brand store in Nanjing and brought the new FITURE Magic Mirror 3 Plus series. The new product is equipped with FITURE's self-developed motion analysis engine FITURE Motion Engine™ 2.0, which exclusively realizes two-person AI recognition.
Currently, FITURE has 13 offline stores. FITURE said that it will also open nearly 20 brand stores in nine cities across the country. In October, the first brand direct-sale stores in Guangzhou and Shenzhen will be opened in IGC and Zhuoyue Center one after another; stores in Hangzhou, Tianjin, Chengdu and other cities are also under preparation.
Peloton layoffs of 500 employees, and offline actions are frequent
According to US media reports, recently, Peloton announced the layoffs of 500 employees, accounting for about 12% of its total employees. This is the fourth large-scale layoff of the company this year.
At the same time as the news, Peloton and Hilton Hotels announced that Peloton will launch fitness bikes in 5,400 hotels in the United States under Hilton . At the same time, Hilton will also become the first hotel chain among all hotel brands in the United States to provide Peloton bicycles.
The two companies also said that members of the Hilton Honors Member Rewards Program will receive a 90-day free trial of the Peloton app, and will be exempted from $100 if they purchase Bike, Bike+ or Tread by January 1.
Peloton said that around 300 Hilton hotels currently own the brand of equipment, which were purchased by individual property operators. Data shows that 90% of Peloton members believe they are more likely to stay in hotels equipped with Peloton equipment. Over the past year, the hotel has had about 1.6 million cycling exercises.
Peloton
Peloton also announced a cooperation with Dick's, the largest sporting goods retailer in the United States, to sell equipment in Dick's stores, including Bike+, Tread, Guide and other products, but not the new rowing machine .
In addition, Peloton Senior Vice President of Marketing, Membership and Communication Dara Treseder also announced recently that he would leave Peloton for Autodesk.
Lululemon launches omni-channel membership
Recently, Lululemon announced that it will launch a new fitness content platform, Lululemon Studio, in the United States, to provide fitness content and products for its members.
Starting from October 5, users can access Lululemon Studio through their fitness mirror Mirror and exclusive App. Currently, 8 cooperative studios including Pure Barre, YogaSix, and Y7 Studio have participated in the project. Lululemon will also launch a membership program for visitors to unlock shopping benefits, community experiences and free Lululemon Studio courses.
At the same time, in order to lower the threshold, the sales price of the fitness mirror Mirror has also been reduced for a limited time, from $1,495 to $795.
In addition, Lululemon answered some Mirror-related questions, but remained relatively silent about the business's financial performance and profit path.
Chief Brand Officer Nikki Neuburger mentioned: "The fitness needs of our guests have changed, and Lululemon Studio is providing them with solutions to enable members to get fitness content provided by our world-class coaches and studio partners at home, on the road, and in studios across North America."
American fitness equipment manufacturer Nautilus seeks to sell
Recently, American fitness equipment manufacturer Nautilus announced that the company's board of directors is conducting a comprehensive strategic review and has hired consultants to explore "strategic alternatives", and the company is also considering and seeking to sell. The
North Star Polaris Plan is the company’s strategic plan for expansion in the home fitness sector, and Anne Saunders, chairman of Nautilus’ board of directors, said the plan successfully transformed Nautilus from a product-led hardware company to a consumer-led digital connectivity company, and it’s time to conduct a strategic review to identify opportunities to accelerate the company’s digital transformation into .
F45 received a $380 million active acquisition offer
Recently, F45 Training received a preliminary non-binding proposal from Kennedy Lewis Investment Management Company (KLIM) to acquire the company. The transaction will allow KLIM to purchase all outstanding common shares at $4 per share.
After purchasing 3.5 million shares in September 2022, KLIM already owns 14.57% of the business, with a total value of US$35 million. According to the filings with the SEC, the transaction involved 96,218,524 shares (not yet available as of September 14, 2022), thus equivalent to an offer of approximately $385 million.
The file shows that KLIM believes that “as a private company” will put F45 “in a more favorable position to maximize its resources and realize strategic value, thereby enhancing its operations and supporting its stakeholders.”
F45 Training said "not sure any transaction will be completed" and confirmed that no further comments will be made until the board of directors, including Mark Whalberg, Chris Payne and co-founder Adam Gilchrist, completes a full review.
Kilo Club launches gym NFT project
Recently, a "luxury" gym called Kilo was born in Las Vegas . It is a private place with a maximum of 1,000 members, and features fitness membership services only for those who can afford fitness. The gym covers an area of about 2,787 square meters and costs about US$12 million.
Kilo Club
In addition to providing "high premium fitness services" in popular areas, this gym also has a goal - to provide members with more experience and value using NFT and other digital assets.
The gym has issued 1,000 NFTs for 1,000 founding members. Gym designer Jea Jung explained: "They are free to mint, and they don't have to spend money, nor are they worth it, but over time, their value will change with the entire club network."
"It's not up to me, but the market and the metaverse, and most importantly, these members give value to this experience. If appreciation happens, then those who contribute in the process should be the ones who benefit the most."
Adidas launches adiClub membership program
Recently, adidas announced the launch of a new membership program called "adiClub" in Malaysia .
According to reports, the member registration is free, and you can immediately upgrade to level 1 after registration. Members can earn points by purchasing, using the Adidas Running and Training app, participating in events organized by the brand. Various rewards can then be obtained, such as getting member-only products, getting gold tickets to participate in experiences that money cannot be purchased, such as meetings.
fitness game "Fitness Runner" will be released on Nintendo Switch
Recently, the sports and fitness game "Fitness Runner" announced that it will be released on NS platform on November 24.The six coaches in the game can be replaced and will be dubbed by well-known voice actors, namely Marei Uchida, Takahiro Sakurai, Hanae Natsuki , Hanazawa Coriander , Mizuki Nana and Yoki An Yuan.
game has 45 fitness projects, supporting 1 to 4 people to play, including various intensity levels of exercise, custom exercise plans, clock in and data statistics and other functions.
24 Hour Fitness launches mental health service
Recently, 24 Hour Fitness announced a partnership with digital mental health platform Headspace Health to provide 3 months of free Headspace subscription service to all members of its 300 clubs. At the same time, the company also offers similar offers to its 9,000 team members.
The program includes services on site and on digital platforms, as well as support from club team members to help 24 Hour Fitness club members make the most of Headspace products.
New trend in fitness
Fitness industry pays attention to pregnant women
According to foreign media reports, due to changes in scientific and social concepts, pregnant women have begun to attract much attention from the fitness industry, and prenatal/postpartum fitness courses have also become a new trend.
In 2002, the American College of Obstetrics and Gynecology put forward guidance, 30 minutes of exercise every day is safe for pregnant women. In the next 20 years, science further confirmed that exercise is not only safe, but also beneficial for pregnant women, such as musculoskeletal pain, improving constipation, and reducing the risk of gestational diabetes in .
Therefore, in 2020, ACOG updated its guidelines for pregnancy and exercise, and recommended that people who are pregnant normally do exercise. With the emergence of COVID-19, various gyms, applications, etc. have also launched fitness programs for pregnant women aimed at serving pre-pregnancy, during and after pregnancy at a record pace.
like Nike has launched a 48-week prenatal and postnatal plan. Apple Fitness+ has also released prenatal postpartum plans. In 2022, MindBody said that bookings for prenatal fitness classes on ClassPass increased by more than 50%.
However, some experts also pointed out that ACOG's exercise recommendations are for normal and low-risk pregnant women. In other words, all pregnant people should consult medical institutions for their exercise plans. For maternal diseases such as pre-placenta, exercise should be avoided.
In addition, the industry itself is currently in an irregular state, and some trainer certificates have not been recognized by medical institutions, but are just marketing.
Nutritional products top the list of fitness-related expenditures
According to the " New York Post ", in a latest survey of 2,000 people, 72% of Americans view health as an "investment."
survey also found that if people know that they will be in their best form in their lives from now to 20 years, on average, each person will spend an extra $827 on fitness clothing and equipment that year.
. Among the health-related expenditures, nutritional products (including food) rank first, about 48% of expenditures; followed by health and fitness technologies, such as applications, wearable devices, etc., about 45%.
Related pictures
Ordinary people hope to see the results within 3 months, which will make them feel that their investment in fitness equipment or food is rewarding.
Although seeing "body results", about 48%, it has achieved "economic returns", about 39%, ranking as the main reason for motivating people to exercise, if fitness and health can improve "income potential", about 31%; "reduce medical expenses", about 31%; "increase the number of fans", about 30%; "meet love", about 26%, people will invest more in fitness.
Global exercise volume has not yet returned to pre-pandemic levels
According to a new study published in The Lancet Global Health, even if all restrictions are lifted, people's exercise volume has not returned to their levels in 2019 and before.
Researchers used step count as a measure to analyze data from a free health app called Azumo Argus, which collects step count information from more than 200 countries.
According to anonymous data from 1.2 million users, physical activity has recovered in the past two years, but is still lower than the data in 2019. The data shows that application users walk an average of 5,323 steps a day.
Among them, North America recovered the most steps, only 4% lower than the pre-pandemic level, and Asia’s least, and 30% lower than the average steps in 2019.
Brand Financing
Katalyst completed a $26 million financing
Recently, Katalyst announced that it had received a $26 million Series A financing led by Stripes and supported by investors such as Incisive Ventures, Unlock Venture Partners, Robert Nelsen, Cindy Crawford. It is reported that the funds are mainly used to expand production scale, develop brands and strengthen teams.
Katalyst was founded in 2015 with its mission to eliminate fitness barriers and allow everyone to have a healthier lifestyle. It is said that Katalyst's product is the first and only full-body EMS (muscle electrical stimulation) product for consumers to obtain FDA approval.
Katalyst
According to reports, this product can provide 2 hours of exercise within 20 minutes, directly activate up to 90% of muscle fibers.
Katalyst CEO Bjoern Woltermann said: "As an industry, we have been working hard to innovate to truly make the vast majority of our population live longer, healthier and happier. Katalyst eliminates the external load and body wear associated with traditional exercise, as well as the significant time required, making fitness easier, faster, safer and more effective than ever before. My first exposure to full-body EMS training was in Germany in 2012. I immediately realized that this technology could significantly improve the quality of life and overall well-being on a large scale outside of physical studios."
Gymfinity Kids received £5 million pounds financing
Recently, children's physical fitness company Gymfinity Kids completed more than 100 million lbs
Recently, children's fitness company Gymfinity Kids completed more than 100 million lbs lbs
£5 million financing to support its next phase of expansion, with plans to more than triple the size in the next three years.
The company was founded in 2017 by PureGym founder Peter Roberts and currently owns eight clubs in the UK.
Gymfinity Kids
aims to promote children's physical and mental health through gymnastics-based exercise courses, focusing on the development of children's strength, balance and coordination, as well as social skills, confidence and independence, while also providing professional nutrition advice to their parents.
