Core Health & Fitness—owner of Nautilus, Schwinn, StairMaster, and other brands—acquired Wexer, a digital fitness content developer.
As consumers opt for a combination of digital and IRL workouts, Core is targeting omnichannel fitness.
Core Health & Fitness—a privately held portfolio company of Gainline Capital Partners LP—is a manufacturer of both connected fitness machines and commercial gym equipment.
Its most prominent brand, Nautilus, is widely available across North America, with 40 distributor partners and 200+ different retailers in over 80 countries across the globe.
Wexer is a fitness tech company focused on creating and distributing workout content. Partnering with talent and developing digital infrastructure, the brand allows gym partners in 50 countries to white label content (including 1,700+ videos) or upload their own.
Easier than building from scratch, companies are joining forces to modernize their offerings. Wexer needed an equipment partner to reach more users. Core needed a digital content production house to bolster its hardware.
Now, a hardware + content bundle hits the market for at-home exercisers, as well as creates a turn-key package for gyms and facilities needing a digital presence.
Bottom line: The pandemic’s at-home fitness boom didn’t kill gyms or crown connected machines; it fueled demand for both. Across digital, connected, and brick-and-mortar fitness—whether companies build, buy, or bundle—distribution and retention will dictate who succeeds in a hybrid future.