Fitness
From performance training apparel and wearables to connected home equipment and hybrid race formats, SGI Europe covers fitness through the lens of brands, retailers, and the product strategies that define the category.
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Training Sportswear and Footwear | Fitness Technology and Wearables | Home Equipment | Hybrid Race Formats | Trade Shows and Conferences | Market Reports
Latest
Whoop’s newest product is a $650 puffer jacket
The wearables company’s second Samuel Ross collection carries its sensor into outerwear, sold only on its own store for now.
Oura takes Ultrahuman’s redesigned ring to court
Oura has sued Ultrahuman in the Eastern District of Texas, asserting two new patents against the redesigned Ring Pro.
Alo opens first German flagship in Berlin
The 557-square-meter Berlin store opened Oct. 15, a day before Alo’s Hong Kong grand opening at K11 Musea.
More
RUN X treadmill championship starts Oct. 23
Runners race 5km in 400 fitness centers across 20 countries, with a world final in Cesena, Italy, in March 2027.
Intersport renews Hyrox deal and adds three cities
ntersport extends its Hyrox title partnership through 2027, growing from three to six European races with Dublin, Vienna and Maastricht.
Market Analysis: Fitness grows where athletes return
Sales to gyms, coaching software and subscription services, race formats now decide which hardware brands grow, more than the device itself.
Garmin takes its fitness model to the MARQ line
The third-generation MARQ adds an ECG app and training metrics, and ties its inReach and golf features to paid subscriptions.
Oura launches ‘Wear Your Best Life’ campaign
Profitable results give Oura room to wait for better markets, and it is using the time to run more campaigns.
Ilia Topuria takes Montirex from the gym to the office
A household name in Spain, the MMA champion fronts a capsule for work and training. Behind it sits a £129.3 million UK brand.
Hyrox moves into gym apps through ABC Fitness deal
Hyrox has struck a partnership with gym software giant ABC Fitness to embed its official Hyrox365 programming directly into gym-branded apps, removing the need for a separate Hyrox download and giving affiliated operators a new tool to differentiate their offer.
Hyrox founders buy into rival Xenom
Christian Toetzke and Moritz Fürste have taken board seats and an ownership stake in Xenom, the self-styled ‘Decathlon of Fitness’, as shared investor Wndrco tightens its grip across both properties.
PARTICIPATION & DEMAND
Report: Europe’s fitness market breaks records in 2025
The 2026 EuropeActive/Deloitte report shows the sector surging past €39bn in revenue, with consolidation accelerating and the US penetration gap still wide open.
Gen Z chooses fitness over social media, Strava study reveals
Gen Z is turning away from social media toward active lifestyles, with running clubs, weight training and fitness spending on the rise in the US.
SFIA releases mid-year sports participation report
A new mid-year report from US fitness industry trade group SFIA shows rising inactivity and cost concerns despite growth in select winter and racquet sports.
Intersport renews Hyrox deal and adds three cities
ntersport extends its Hyrox title partnership through 2027, growing from three to six European races with Dublin, Vienna and Maastricht.
Market Analysis: Fitness grows where athletes return
Sales to gyms, coaching software and subscription services, race formats now decide which hardware brands grow, more than the device itself.
Hyrox moves into gym apps through ABC Fitness deal
Hyrox has struck a partnership with gym software giant ABC Fitness to embed its official Hyrox365 programming directly into gym-branded apps, removing the need for a separate Hyrox download and giving affiliated operators a new tool to differentiate their offer.
Hyrox founders buy into rival Xenom
Christian Toetzke and Moritz Fürste have taken board seats and an ownership stake in Xenom, the self-styled ‘Decathlon of Fitness’, as shared investor Wndrco tightens its grip across both properties.
Technogym launches RUN X Club Finder
About 300 facilities have registered to host qualifiers for the treadmill championship, which ends in Cesena in March 2027.
Hyrox founders buy back control from Infront
WndrCo, the fund backing Hyrox rival Xenom since March, is also part of the buying group.
ATHX picks New York to throw down its HYROX gauntlet
Backed by adidas, ATHX brings its hybrid fitness challenge to New York, a market where HYROX and PUMA still dominate.
HYROX strikes global retail deal with Amazon
Amazon-powered storefronts go live in six markets as the fitness racing series expands retail.
Whoop’s newest product is a $650 puffer jacket
The wearables company’s second Samuel Ross collection carries its sensor into outerwear, sold only on its own store for now.
Oura takes Ultrahuman’s redesigned ring to court
Oura has sued Ultrahuman in the Eastern District of Texas, asserting two new patents against the redesigned Ring Pro.
Garmin takes its fitness model to the MARQ line
The third-generation MARQ adds an ECG app and training metrics, and ties its inReach and golf features to paid subscriptions.
Oura postpones Nasdaq IPO citing market uncertainty
Oura pulled its Nasdaq listing eight days after launch, with 10-year yields at their highest since 2007.
Strava opens Metro academic program for third year
Applications close Oct. 23 for free access to Strava’s cycling and pedestrian dataset, used by over 4,500 city planners.
At IFA 2026, sporting goods and health tech blur
A first-person tour of IFA Berlin finds Chinese hardware makers rewriting the boundaries between sporting goods, tech and health.
Oura’s IPO tests the value of health data
Subscription growth and a 42-billion-hour biometric dataset anchor Oura’s case for a technology-style valuation.
Ahotu partners with URUNN to close the race-to-training gap
Ahotu’s race finder feeds into URUNN, the running app from Olympic champion Mo Farah, turning a race pick into a personal plan.
TRADE SHOWS & INDUSTRY EVENTS
At IFA 2026, sporting goods and health tech blur
A first-person tour of IFA Berlin finds Chinese hardware makers rewriting the boundaries between sporting goods, tech and health.
140 countries, one wellness show
The 20th-edition fitness and wellness trade show drew visitors from 140 countries, with international attendance up 25%.
RiminiWellness turns 20 with longevity at the centre
RiminiWellness returns to Rimini on May 28–31 with an expanded startup showcase and longevity programming.
TaiSPO 2026 set to showcase fitness boom
TaiSPO 2026 debuts Motion Vision startup zone as global fitness equipment market heads toward $17bn. Event runs March 25–28 in Taipei.
FIBO celebrates 40th anniversary with +150k visitors
The Cologne-based fitness event attracted 154,748 visitors from 129 countries over four days.
RUN X treadmill championship starts Oct. 23
Runners race 5km in 400 fitness centers across 20 countries, with a world final in Cesena, Italy, in March 2027.
Market Analysis: Fitness grows where athletes return
Sales to gyms, coaching software and subscription services, race formats now decide which hardware brands grow, more than the device itself.
Technogym launches RUN X Club Finder
About 300 facilities have registered to host qualifiers for the treadmill championship, which ends in Cesena in March 2027.
Technogym launches its first Pilates reformer in the US
Technogym prices its US reformer at $13,670: four times what US retailers quote for professional reformers.
Technogym settles into new finance leadership
Carlo Capelli and Pierluigi Alessandri now hold the finance and risk roles Marabini and Capelli once shared.
At IFA 2026, sporting goods and health tech blur
A first-person tour of IFA Berlin finds Chinese hardware makers rewriting the boundaries between sporting goods, tech and health.
NGE fitness expands beyond UK Decathlon marketplace
A year after joining Decathlon’s UK marketplace, Northern Gym Equipment has expanded to 300+ listings and entered selected stores.
Peloton posts first full-year profit in fiscal 2026
A first full-year profit met a 15% share slide, as fiscal 2027 guidance pointed to another year of falling revenue.
Fabletics plans retail expansion, at home and abroad
Fabletics has crossed the billion-dollar revenue threshold and is now targeting aggressive store growth in the US and abroad, with new markets including India, the UAE and deeper penetration across Latin America.
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.
Gymshark partners with Bratz
A four-piece drop, a nostalgia property, and data on female gym discomfort: collaboration as a statement.
Myprotein activewear enters Footasylum stores in the UK
Sports nutrition brand Myprotein enters multi-brand physical retail with MP Activewear, targeting 16-to-24-year-olds in seven Footasylum stores.
Gymshark enters Germany with premium retail partners
The British activewear brand opens its first German shop floors.
Gymshark turns small FY24 operating profit; European sales up 17%
Annual turnover rose by 13.6 percent to €539.7m and gross margin improved by 491 basis points to 55.21 percent.
New CCO at Gymshark
Continuing its US expansion, Gymshark has promoted its General Manager of North America to the role of Chief Commercial Officer.
Outlook 2025: Chances for the sporting goods industry
What does 2025 have in store for the sporting goods industry? Our comprehensive analysis finds six opportunities for growth.
SGIE SPECIAL: IMPACT OF SPORTS 2026
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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
Market Analysis: Fitness grows where athletes return
Strava opens Metro academic program for third year
Runna pairs coach expertise with academic research
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
GARMIN
Market Analysis: Fitness grows where athletes return
Garmin takes its fitness model to the MARQ line
Garmin acquires muscle oxygen sensor maker Moxy
Garmin’s profit growth nearly triples sales growth
Garmin adds coaching to its wearables business
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
Oura
Oura takes Ultrahuman’s redesigned ring to court
Market Analysis: Fitness grows where athletes return
Oura launches ‘Wear Your Best Life’ campaign
Oura postpones Nasdaq IPO citing market uncertainty
Oura’s IPO tests the value of health data
Oura stacks its board ahead of IPO
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
Peloton
Market Analysis: Fitness grows where athletes return
Peloton posts first full-year profit in fiscal 2026
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
Technogym
RUN X treadmill championship starts Oct. 23
Market Analysis: Fitness grows where athletes return
Technogym launches RUN X Club Finder
Technogym launches its first Pilates reformer in the US
Technogym settles into new finance leadership
Technogym H1 2026: €493 million, up 7.4 percent
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
Intelligence, analysis and advice for the global sporting goods industry.
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