Press Release

FitLab Announces Acquisitions of Assault Fitness and RPM Training, Accelerating Leadership as Integrated Fitness Platform

Newport Beach, CA / Feb 27, 2024 / FitLab

FitLab Inc., the company redefining fitness by seamlessly integrating boutique studios, mass participation events, and equipment, today announced the acquisitions of iconic equipment manufacturer Assault Fitness and leading performance equipment and apparel brand RPM Training. In conjunction with FitLab’s existing portfolio of leading boutique studio and mass participation event offerings, the additions of Assault and RPM now provide FitLab with a full suite of industry-leading offerings to better serve its members across their fitness and wellness passions.

“Today is a monumental day in FitLab’s history,” said Brian Kirkbride, FitLab co-CEO. “The additions of Assault and RPM provide our members with two of the most beloved fitness equipment brands in the world and raise the ceiling of our integrated platform vision. Their revolutionary products and rich legacies enable us to deliver even better experiences for our members and catalyze our growth across all areas of our flywheel.”

FitLab Inc. was founded by former Nike and New Evolution Ventures executives Brian Kirkbride and Mike Melby in 2019 to solve the siloed nature of fitness and wellness for a new generation of members. FitLab has developed an integrated platform that includes beloved studio brands like XPT, Racked Studio, and Sanctuary Fitness; Ragnar, the leading endurance relay series; and Electric, an iconic action sports brand. FitLab’s integrated flywheel consists of services (fitness studios, events, and at-home training) and products (equipment, accessories and apparel), all of which work together to create immersive, cross-modality fitness experiences that provide members with the motivation, variety, and guidance needed to keep moving.

Fitness Equipment and Apparel Strengthen FitLab’s Flywheel

With branded studios, events, and at-home training experiences available in market, FitLab acquired Assault Fitness and RPM Training to elevate the products side of the business in order to equip its members with the best possible tools for transformational success.

Launched in 2004, Assault Fitness designs, manufactures, and supplies the products that fitness enthusiasts around the world love to hate — the AssaultBike, AssaultRower and AssaultRunner. The leader in non-motorized (self-powered) cardio equipment, Assault Fitness products are utilized by athletes across professional sports organizations, CrossFit, and the U.S. military, while also meeting the needs of everyday fitness enthusiasts.

“We are thrilled to become part of the FitLab family,” said Assault co-founders Traci and Roger Bates. “Our goal has always been to connect more people in more places with our equipment. We are proud of Assault’s passionate community in the 73 countries it currently serves, and FitLab’s integrated platform provides us with a variety of exciting distribution channels, partnership opportunities, and new capabilities to build an even larger global network.”

“Assault equipment has become virtually ubiquitous across professional athletes, CrossFit Boxes, garages, and everything in between,” said Mike Melby, FitLab co-CEO. “We look forward to leading this iconic brand into a new chapter and establishing love-hate relationships between our members and Assault products for years to come.”

RPM was founded in 2012 on a mission to reinvent the speed rope, the world’s most portable and personal fitness product. Thanks to their innovative dual-axis rotation, precision machined aluminum handles, and incredible efficiency, RPM speed ropes quickly became world-renowned for their unique ability to help athletes of all levels master the dreaded double-under.

After more than a decade of brand and product evolution, RPM has become one of the most recognizable names in the functional fitness space. Their catalog now includes a variety of training gear and apparel, built to serve the world’s elite athletes and weekend warriors alike.

Moelis & Company LLC acted as exclusive financial advisor and Procopio, Cory, Hargreaves & Savitch LLP acted as legal advisor to Assault Fitness. Stradling Yocca Carlson & Rauth acted as legal advisor to FitLab.

About FitLab

FitLab Inc. powers the modern fitness journey by seamlessly integrating fitness studios, mass-participation events, and premium equipment. FitLab’s fully integrated platform solves the siloed nature of fitness and leverages the power of iconic athletes and truly connected experiences to keep you training – wherever, whenever and however you desire. Through proprietary development, partnerships, and a series of acquisitions, FitLab has established a portfolio of brands that includes Assault Fitness, Electric, RPM, XPT, Sanctuary Fitness, Racked, Ragnar, Fitplan, McGregor FAST, and Yoga Vida, with more on the way. FitLab Inc. is based in Newport Beach, CA, with offices in Portland, OR, San Clemente, CA, Carlsbad, CA, and Salt Lake City, UT, and was founded by former Nike and New Evolution Ventures executives Brian Kirkbride and Mike Melby in 2019. 

Press Contact Zach Zimmerman
FitLab Inc.
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