Wellness is testing its limits — and the market is watching.
Enhanced Games enters performance meds
The company behind the “Steroid Olympics” launched a DTC performance medicine platform ahead of its inaugural May event in Las Vegas.
- Athletes will have access to substances banned in most traditional sports, including peptides, testosterone, hormone therapies, and longevity protocols.
- Valued at $1.2B, Enhanced Games is creating a large-scale testing ground to explore the limits of human performance.
But this isn’t just a sports event — it’s a marketing spectacle for these protocols, creating an aspirational platform for performance, recovery, and longevity interventions.
Whoop sues Bevel
The $10B wearable company filed a lawsuit against AI health startup Bevel, claiming trade dress infringement.
- The dispute centers on UI and app design — features like strain and recovery scores, coaching interfaces, and the overall look and feel.
- Bevel disputes the claims, noting it updated its home screen first.
- The startup also highlighted the mismatch in scale, calling it “lawfare” to come at a 20-person team trying to democratize health tracking.
Whoop has yet to respond publicly, but the signal is bigger than one lawsuit. Wearables and health data are now a strategic battleground. Established players will protect their IP, while startups look to capitalize on white space.
Nike exits boutique fitness
The apparel brand closed all Nike Studios locations on March 27, including sites in West Hollywood and Austin.
- Launched in 2023 and operated by FitLab, the studios offered HIIT, treadmill running, and strength training.
- Although Nike exited completely, some locations will reopen under FitLab-owned brands like Racked, Mile High Run Club, and XPT.
Despite Nike bowing out, boutique fitness is still seeing demand surge, meaning this is more of a Nike issue than market signal.
For now, the company continues to push its commercial and consumer strength equipment, plus digital training platforms. If it reenters IRL fitness, Nike would be better served by more targeted initiatives integrated deeper into its ecosystem.
