Fitness
Tracking fitness as a growth engine for sporting goods: from gyms and studios to connected platforms and outdoor fitness. Exploring how participation trends, technology, and lifestyle shifts shape product demand and brand strategies across apparel, footwear, and equipment.
Spotlight
Europe’s gyms are changing hands fund by fund
VivaGym’s Sparta deal is the latest move in a consolidation wave reshaping budget fitness across the continent.
Oura: small ring, large ambitions
Ring 5 launch: the biggest media push in Oura’s history is also its most strategic.
HYROX becomes a brand battlefield
Puma’s CEO calls HYROX a “lighthouse” partnership while Adidas launches its own hybrid race shoe. The battle for fitness racing’s commercial core is on.
Garmin’s CIRQA Smart Band challenges Whoop’s model
CIRQA matches Whoop’s screenless design but skips the membership fee
Joma to sponsor Fetri’s Hyatlón, federation cousin to Hyrox
Puma’s exclusive Hyrox lock is pushing rival sponsors toward federations building their own version of the sport.
A treadmill that costs as much as designer furniture
NordicTrack’s $15,000 Ultra 1 is priced to rival high-end furniture, not just other treadmills, and three design juries agree.
Strava’s bigger platform play
Three launches in five weeks - hiking, racing and rewards - reveal a much bigger ambition behind the update notes.
Physical inactivity 2026: The cost of standing still
The WEF puts $169 billion of sporting goods revenue at risk from rising inactivity, and the WHO’s 2026 milestone will pass unmet. Our Impact of Sports Special gathers the new evidence and the people working on the problem, from Brussels to the brands.
Chelsea FC first Premier League club to join Strava
The Blues become first PL and BWSL side on Strava’s app, reaching 195 million athletes worldwide.
WHOOP hires Nike’s former CMO as members pass 3 million
The wearable brand poaches Nike’s marketing chief just as its membership crosses a major milestone.
Strava launches Stanford sports science collaboration
Strava is working with Stanford researchers to ground its training, progression and recovery features in performance science.
Ronaldo’s data becomes WHOOP’s best ad
A record eight players are over 40 at this World Cup. WHOOP built a Ronaldo campaign around exactly that.
Whoop wins FDA closeout on blood pressure feature
The FDA dropped its 2025 enforcement action after Whoop modified its interface and the agency updated its wellness guidance.
AARMY adds yoga and Pilates as a gateway to performance
AARMY built its following on bootcamp and cycle classes. It is now adding yoga and Pilates to tap 12.9 million US participants
The ring that doesn’t need to sell itself
Ōura’s World Cup campaign with Kane and Rice is built around a question, not an answer: “Are you ready?”
The HYROX premium is paying off for PUMA
From Stockholm podiums to Shanghai training hubs, PUMA’s HYROX strategy is compounding — Anta’s China network now in play.
Fabletics opens largest European store at Berlin’s KaDeWe
The 160 sq m Berlin flagship is part of a 40-store plan for 2026, split between the US and international markets.
L Catterton in exclusive talks to buy HYROX stake
The LVMH-backed PE firm is close to a deal with Infront Sports & Media, owner of the indoor fitness series.
Europe’s gyms are changing hands fund by fund
VivaGym’s Sparta deal is the latest move in a consolidation wave reshaping budget fitness across the continent.
Companies
Following key fitness players across technology integration, precision wearables, apparel innovation, athleisure evolution, and club accessibility—tracking the business strategies and partnerships driving sporting goods demand.
Strava
Strava’s bigger platform play
Chelsea FC first Premier League club to join Strava
Strava launches Stanford sports science collaboration
Strava’s most-uploaded sport type gets rebuilt
Brooks grows strongly in China and gains ground worldwide in 2025
Strava files for IPO as fitness app capitalizes on growth
Gen Z chooses fitness over social media, Strava study reveals
Strava withdraws patent lawsuit against Garmin
Patent disputes overlap Garmin with Strava and Suunto
Strava is preparing for IPO
F45 Training
GARMIN
Garmin’s CIRQA Smart Band challenges Whoop’s model
Scorecard full year 2025: more revenue, less profit
Garmin fitness segment up 42% in record Q1
From extreme athlete to platform: Jonas Deichmann’s business model
Garmin posts record revenue in 2025, driven by fitness
Analysis: Industry stocks tumble 14% in 2025
Garmin lifts outlook as fitness drives growth
Strava withdraws patent lawsuit against Garmin
Patent disputes overlap Garmin with Strava and Suunto
The top sporting goods industry performers by sales and profits in Q2 2025
Oura
The ring that doesn’t need to sell itself
Oura: small ring, large ambitions
Oura lands its third major US sports body in six months
Oura Ring becomes official wearable of US Soccer
Oura’s big bet on gesture control
Seven elite athletes back Whoop on Series G round
Smart-ring producer en route to $11bn valuation
Peloton
A treadmill that costs as much as designer furniture
Scorecard full year 2025: more revenue, less profit
Peloton acquires Pilates startup Skōp
Peloton back in profit but subscribers keep falling
Spotify enters fitness with Peloton deal
Peloton: “Let Yourself Go” with Hudson Williams
Peloton brings connected fitness to the gym
Peloton’s new AI lineup disappoints
Peloton cuts 11% of staff in turnaround push
Analysis: Industry stocks tumble 14% in 2025
Technogym
A treadmill that costs as much as designer furniture
Technogym, World Athletics open RUN X registration
Technogym Q1 revenues rise double-digit
Technogym scores 100/100 on ESG transparency
Technogym and Google Cloud enter multi-year AI deal
Peloton brings connected fitness to the gym
Technogym and World Athletics launch RUN X
Market Analysis: The global sports equipment market
Technogym is recognized with the EcoVadis Platinum Medal for Sustainability
Intelligence, analysis and advice for the global sporting goods industry.
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