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  • Roger Yao

Fitness Equipment Industry Weekly News – W51

fitness equipment blog


1. IKEA to Launch Home Workouts Collection, DAJLIEN in 2024

In a groundbreaking move for the fitness industry, IKEA is set to revolutionize home workouts with the launch of its DAJLIEN collection in January 2024. Comprising 19 versatile products, this limited training ensemble aims to seamlessly integrate exercise into daily life while addressing common challenges associated with home workouts.

Ikea workout

Recognizing the hurdles of exercising at home, IKEA drew inspiration from real-life experiences in cities like New York, Chicago, London, and Shanghai. The result? Smart and adaptable products that cater to motivation, limited space, time constraints, and the clash of exercise equipment with home decor.

DAJLIEN, the collection's name derived from the Småland accent, translates to "daily," embodying IKEA's vision of making daily activity accessible to everyone. Designed with insight from global home visits, the collection focuses on multi-functional solutions that double as training equipment and stylish design pieces.

Sarah Fager, a designer at IKEA of Sweden, emphasizes DAJLIEN's mission: "We wanted to create smart, beautiful products to inspire and redefine training as a fun, easy, and natural everyday activity."

The DAJLIEN collection features subtle colors and details, seamlessly blending into home environments. From exercise mats and ring-shaped dumbbells to a versatile bench with storage, these products aim to make homes more active by overcoming space limitations and time constraints.

Going beyond traditional fitness gear, DAJLIEN includes recovery and stress relief products, such as an air purifier, yoga straps, kneepads, a massage ball, and a portable Bluetooth speaker—all designed in soft, soothing shades. The collection even extends to wearable pieces like slippers and ponchos for post-workout relaxation and wellness.

2.  Xponential Fitness, Inc. and American Cancer Society Announce National Partnership

Xponential Fitness, Inc. (NYSE: XPOF) (”Xponential” or “the Company”), the largest global franchisor of health and wellness brands, and the American Cancer Society, the only organization combating cancer through advocacy, research, and patient support, to ensure that everyone has an opportunity to prevent, detect, treat, and survive cancer, today announced a national partnership launching in January aimed at leveraging the power of health, wellness and fitness to create waves of positive impact across the nation to fight cancer.

NGO ACS fitness

Throughout this impactful partnership, Xponential’s family of 11 brands will partner with the American Cancer Society to curate national brand activations anchored around National Cancer Survivor Month in June and National Breast Cancer Awareness Month in October, donation-based classes and local studio events to drive awareness and raise funds for American Cancer Society. A natural fit for a partnership between the largest health and wellness franchisor in the world with a leading cancer-fighting organization with a vision to end cancer as we know it, for everyone, Xponential and the American Cancer Society hope to create a ripple effect of goodwill, inspiring communities to join the movement in the fight against cancer while prioritizing their health and wellness.

At Xponential, we recognize the profound influence of community and its capacity for positive transformation,” shared Anthony Giesler, CEO of Xponential. “Partnering with the American Cancer Society aligns seamlessly with our core values, and we are enthusiastic about utilizing our extensive network to create a meaningful impact in the lives of those affected by cancer.”

The link to a healthy diet and regular exercise in long-term cancer survival has become even more clear during the last several years, as evidenced in the American Cancer Society Nutrition and Physical Activity Guideline for Cancer Survivors released last March,” stated Nickki Reeves, Senior Vice President of Corporate & Sports Alliances at the American Cancer Society. “Our partnership with Xponential is integral to our mission, as it ensures that everyone has the opportunity to prevent, detect, treat, and ultimately overcome cancer. With statistics showing that 1 in 3 women and 1 in 2 men will be diagnosed with cancer at some point in their lifetime, this collaboration is vital to our efforts. The synergy between Xponential and the American Cancer Society not only enhances our ability to support cancer survivors but also brings us one step closer to ending cancer as we know it, for everyone.”

3. EGYM Iberia convenes an international innovation congress for 2024

EGYM Iberia has revealed plans for its first international congress, the EGYM Innovation Congress, scheduled for February 15, 2024, at the Valencia Chamber of Commerce's business school. The event aims to bring together global experts to discuss technology and innovation in the sports sector, with an expected attendance of 150 to 200 professionals.

Eym training strength

Juan Ramón Gabino, Iberia Country Director of EGYM, anticipates this congress to become a precursor to the FIBO International Fair, offering insights into upcoming innovations in the fitness industry. The company is also preparing for significant launches at the IHRSA Annual International Convention & Trade Show 2024 in the United States and FIBO 2024 in Cologne, teasing them as "revolutionary."

Reflecting on EGYM Iberia's successful 2023, Gabino highlighted the company's global leadership as a digital fitness provider, serving over 15,000 clubs worldwide. He noted the positive growth in Spain, particularly in strength training, emphasizing the increasing awareness of its health benefits. Gabino also mentioned the company's expansion into markets like the United States, Japan, and Australia.

One notable achievement in 2023 was the opening of a new 600-square-meter multidisciplinary center in Valencia, housing EGYM Iberia offices, a gym showroom, and an innovation laboratory. Gabino attributed the growth in Spain to the rising popularity of electronic strength machines, dispelling the misconception that they are expensive by highlighting their quick return on investment.

4.  Peloton Names Lauren Weinberg as New Chief Marketing Officer

Peloton, the leading connected fitness platform, has appointed Lauren Weinberg as its new Chief Marketing Officer (CMO), succeeding Leslie Berland. Weinberg, with over 20 years of experience as an insights-driven marketing leader, will join Peloton's leadership team and report directly to CEO Barry McCarthy.

Peloton CMO

In her role as CMO, Weinberg will oversee brand and product marketing, growth marketing, creative, consumer insights, membership, and global communications. CEO Barry McCarthy expressed confidence in Weinberg's growth-focused mindset and her proven ability to deliver growth at scale, emphasizing the importance of her expertise in effective and impactful marketing strategies.

Weinberg comes to Peloton from Intuit, where she served as SVP, Chief Marketing and Revenue Officer for QuickBooks. Her previous experience includes leading global marketing and communications as the Chief Marketing Officer for Square, a $50 billion company providing technology solutions for small business owners. Weinberg has been recognized on Forbes' "50 Most Entrepreneurial CMOs" list, Adweek's "Top 18 CMOs," and Brand Innovators' "Top Women in Marketing." She also serves as a Board member for the Mobile Marketing Association and is an Adweek executive mentor.

Expressing her enthusiasm for joining Peloton, Weinberg, an active member of the Peloton community, is eager to contribute to the brand's transformation. She sees great potential for Peloton and is excited to be part of the company's journey. Weinberg will be based in New York City.

5.  BODY20 Welcomes Jay Galluzzo as New CEO to Spearhead Growth

BODY20, a leading Electro-Muscle Stimulation (EMS) fitness franchise, has appointed Jay Galluzzo as its new CEO, succeeding Greg Breitbart. Galluzzo, a fitness industry veteran with over 15 years of experience, is tasked with accelerating the franchise's remarkable growth and establishing BODY20 as the global leader in technology-driven boutique fitness.

Galluzzo, formerly CEO and Co-Founder of Flywheel Sports and more recently the CEO of Club Sports Group, brings a wealth of experience to the role. His strategic appointment comes as a part of BODY20's plan to expand aggressively into key markets in the U.S., including California and New York, aiming to have 100 studios open by Summer 2024.

Under Breitbart's leadership, BODY20 has experienced exponential growth, surpassing 250 signed franchise agreements and earning recognition on Entrepreneur Magazine's list of Top New and Emerging Franchises. Galluzzo aims to build upon this success and introduce innovative fitness offerings to enhance the BODY20 experience.

"I am honored to join BODY20 during this exciting time of growth for the brand," said Galluzzo. "I am eager to bring my experience and fitness background to the team and build upon the best-in-class business and culture established under Greg's exceptional leadership."

BODY20 utilizes FDA-cleared Electro-Muscle Stimulation suits to provide a 20-minute, one-on-one workout experience. The franchise aims to be a market leader in fitness franchising and the dominant name in the EMS space.

6.  TeamSnap Expands Offerings with Acquisition of Mojo Sports

Sports management software provider TeamSnap has acquired Mojo Sports, a youth sports media platform. This strategic move aims to enhance TeamSnap's services by incorporating Mojo's youth sports resources, including instructional content, team management tools, live video streaming, and multimedia sharing. The addition of Mojo's library of games, drills, and coach development tools will provide a comprehensive digital experience for coaches, athletes, and families.

Peter Frintzilas, CEO of TeamSnap, sees this acquisition as a pivotal moment for both companies, solidifying TeamSnap's position as a leader in the evolving landscape of sports technology. The collaboration will leverage TeamSnap's significant investment in its platform over the past two years and its vast user base to create compelling and unforgettable experiences for the youth sports community.

Mojo Sports' founder and CEO, Ben Sherwood, emphasized the shared vision of transforming youth sports through content and technology. The partnership aims to offer unparalleled experiences for players, families, fans, and sports organizations. The combined platform will serve more than 500 million families globally, making a significant impact on youth sports.

Denver Broncos quarterback Russell Wilson, a Mojo founding athlete, investor, advisor, and chairman of NFL Flag, expressed excitement about the partnership's impact on youth sports and families. The goal is to enhance the youth sports experience by simplifying coaching and parenting, and with the resources of TeamSnap, the new platform aims to be unstoppable in achieving this mission.

The acquisition also brings together a suite of B2B tools for sports organizations, offering content distribution for governing bodies, associations, and clubs. This enables partners like Jr. NBA and NFL Flag to curate and distribute content and curriculum at scale, accelerating program adoption. The features will complement TeamSnap for Business's suite of registration, payment processing, and organizational management tools.

The financial terms of the transaction were not disclosed.

7. Fitbit Fined $11 Million in Australia for Misleading Practices

Fitbit, now under Google's ownership, faces an $11 million penalty imposed by the Australian Competition and Consumer Commission (ACCC) due to admissions of deceptive claims about return policies. The case, the second against Fitbit by the ACCC, revealed that the company misled 58 customers between 2020 and 2022.

fitbit ACCC

Fitbit admitted to providing false information to 40 consumers, informing them they had no right to a replacement product because the two-year warranty period had expired. This misinformation led to additional expenses and inconveniences for customers seeking repairs or replacements. In one instance, a faulty device was denied replacement despite being provided as a replacement for the original defective device.

Moreover, 18 customers were wrongly told they had no right to a refund unless they returned the faulty product within 45 days of purchase. Despite Fitbit's apology and recognition of misconduct, the Federal Court acknowledged that previous compliance measures did not prevent these violations.

Acting ACCC Chair Catriona Lowe emphasized the importance of businesses honoring consumer guarantee rights without restrictions and avoiding misleading information. This recent incident underscores the need for companies like Fitbit to uphold transparency and accuracy in their dealings with customers.

  • The founder of FITQS/FQC 

  • The columnist of magzine <China Fitness Equipment>

  • 20 years in fitness/sporting equipment OEM/ODM technical, quality control and sourcing management.


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