Jay-Z-backed LIT Method Launches Portable Strength Device

LIT Method

Los Angeles-based wellness and tech company LIT Method is evolving its strategy.

What’s happening: LIT Method launched a portable resistance training system called AXIS. A connected pulley that affixes to a door frame, AXIS syncs with LIT’s digital platform for strength, cardio, and Pilates-style workouts.

All systems go. LIT Method is moving forward on a number of fronts, driven by low-impact programming and patent-pending tech.

  • 2017: Opened first boutique studio in LA focusing on low-impact, high-intensity workouts
  • 2020: Launched proprietary at-home strength machine crossing a water rower with a Pilates reformer
  • 2021: Secured undisclosed funding from Jay-Z’s Marcy Venture Partners and others
  • Early 2022: Announced franchising model, hiring former Xponential Fitness COO Mike Abramson to lead 100-unit expansion

Between the lines: Tapping into the rise of strength and Pilates workouts, AXIS takes elements from suspension trainer TRX, portable pulley systems like MAXPRO and Arena, and connected reformers like Flexia.

Priced at $199, it’s undercutting all of these. Jumping in at a time when flexibility, portability, and affordability are top of mind for exercisers, cheaper and smaller has become a strong selling point.

Punchline: A hybrid model built around unique hardware checks a lot of boxes, but with one physical location open and home fitness sales fading, scaling both will prove challenging.

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