Assault Fitness
FitLab’s flywheel keeps spinning.
What’s new: The integrated fitness platform acquired Assault Fitness and RPM Training, elevating its equipment offering.
Utilized in CrossFit, pro sports, and the US military, Assault is a leading manufacturer of self-powered bikes, treadmills, and rowers, while RPM’s gear and apparel are popular in the functional training space.
Perfect fit. By developing new concepts and acquiring iconic brands, FitLab delivers a range of fitness and wellness experiences while optimizing efficiencies within its ecosystem.
- After raising $15M in 2022, they closed a Series B investment last year.
- Then, FitLab partnered with Nike to launch the apparel giant’s fitness studios.
- Next, the company will debut the first XPT studio — a performance wellness center offering ice baths, sauna, and breathwork.
Adding to a platform that also includes Sanctuary Fitness, Racked, Electric, Ragnar, Fitplan, McGregor FAST, and Yoga Vida, FitLab will outfit its fitness studios with Assault equipment while gaining ground in CrossFit, commercial, and at-home markets.
Punchline: Putting the pieces together, FitLab plans to outperform siloed offerings by leveraging its flywheel to deliver an integrated experience. Serving the varied and evolving preferences of fitness-seekers everywhere, its platform will expand to keep pace.
