Competition, community, and performance are attracting serious capital.
Rhoback lands a major growth partner
The fast-growing performance apparel brand secured investment from CHAMP, the athlete-backed fund created by L Catterton and Patricof.
- Founded in 2016, Rhoback surpassed $150M in revenue last year.
- Known for its presence in golf, collegiate sports, and active lifestyles, the brand has grown through premium products, creator partnerships, and leveraging NIL athletes.
For Rhoback, the partnership provides capital, athlete access, and a platform for expansion as it pushes beyond ecommerce into retail, wholesale, and licensing.
Enhanced Games turns into a consumer health company
Parent company Enhanced announced a $50M financing round led by co-founder Christian Angermayer’s Apeiron Investment Group, with management saying the company is funded through a targeted path to profitability in 2027.
- Following its inaugural event, Enhanced says it secured more than $32M in sponsorship value and reached 1B+ viewers globally.
- Now, it’s using the Games as a customer acquisition engine for its telehealth and performance medicine platform.
As demand for peptides, longevity therapies, and aesthetics-driven wellness accelerates, the Enhanced Games is leveraging competition as the front door to higher-margin healthcare businesses.
HYROX gains attention from investors
L Catterton is reportedly in exclusive talks to acquire a major stake in the fitness racing brand, according to Sky News.
- Over the last 12 months, more than 1.3M people competed across 140 HYROX events worldwide.
- Accelerating expansion, the company counts roughly 13K affiliated gyms, dedicated Performance Centers, and partnerships with Puma and Centr — forming a compete ecosystem around training, equipment, apparel, and community.
For L Catterton, the deal would add to a fitness portfolio that already includes Peloton, Tonal, Solidcore, EGYM, and Equinox.
