Wellness brands are chasing longevity, cycling apparel is changing gears, and venture capital is finding new ways into sports.
PVOLVE targets muscle longevity
PVOLVE and Jennifer Aniston are introducing Movement Longevity, a fitness category focused on maintaining strength, mobility, and stability as people age.
The launch is backed by the brand’s first Movement Longevity Report, which highlights a gap in women’s strength training.
66% of women surveyed said they’d never been told by a doctor or trainer to lift weights, while just 16% had received specific guidance and more than half said they didn’t know where to start.
PVOLVE’s new program combines strength, mobility, and stability, with Aniston launching a 30-day training schedule to give women a structured starting point.
Rapha is restructuring
Rapha CEO Fran Millar is stepping down as the cycling apparel brand restructures after a $33.6M net loss.
For the financial year ending January 2025, revenue fell to about $118M, down from $128M the prior year and $146M two years earlier. Rapha reported a $28.2M operating loss.
Aim to simplify the business and achieve profitability by 2027, a formal consultation on potential job cuts is beginning, though Rapha hasn’t disclosed how many roles could be affected or named Millar’s successor.
There are some signs of progress: cycling club membership is up 18% YTD, and customer lifetime value rose from about $826 to $843. The challenge now is turning those gains into a more sustainable business.
VCs buy into pro sports
Collaborative Fund is taking a stake in D.C. United and Audi Field, extending venture capital’s push into professional sports ownership.
According to TechCrunch, The $1B firm plans to use the club and stadium as a platform for portfolio companies like Whoop and Olipop, creating opportunities for product activations and direct access to fans.
Unlike Thrive Capital, which created a dedicated vehicle for sports investments, Collaborative is investing through its existing early-stage fund.
The strategy comes as soccer franchise values rise. D.C. United’s valuation has climbed from $35M in 2008 to $785M today, including its stadium and surrounding real estate. The deal is subject to MLS approval.
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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