From CrossFit’s reset to Zwift’s expansion, the fitness stack is being rebuilt.
CrossFit names new CEO
The company appointed Bruce Edwards, a former COO and longtime insider, to lead the brand as it looks to stabilize and reaccelerate growth.
- Previously, Edwards helped scale CrossFit globally during its early growth and later led barre3 and a major Planet Fitness franchise group.
- The move comes following leadership turnover, brand challenges, and increased competition from HYROX, boutique studios, and strength-focused concepts.
With Edwards on board, CrossFit will strengthen its affiliate network and brand to reassert its position as the standard in fitness.
Zwift is consolidating the cycling stack
The company acquired Rouvy, combining its gamified training platform with Rouvy’s real-world route experience.
The deal allows both apps to operate independently, but unlocks immediate integration with Zwift’s hardware — including its trainers and Ride bike.
After raising more than $600M and expanding into hardware, the company is shifting from a single app to a broader infrastructure layer for endurance training.
Infinite Epigenetics acquires Tally Health
The deal combines one of the largest epigenetic testing platforms with a consumer-facing longevity brand, creating a vertically integrated system across diagnostics, data, and personalized interventions.
- Tally Health, co-founded by David Sinclair, translates DNA methylation data into biological age testing, supplements, and lifestyle recommendations.
- The combined platform expands from research and diagnostics into consumer health — positioning epigenetics as a core input for preventative care.
As longevity shifts from niche to mainstream, companies are building full-stack models that connect testing, data, and action.
