pliability
ROMWOD is rebranding to expand beyond CrossFit.
For context: A CrossFit staple, ROMWOD is an acronym for “range of motion workout of the day,” with the company offering daily videos to train flexibility and recovery.
The latest: Rebranding to pliability, the company is eyeing the $29.1B opportunity in the mindful movement category.
Seeking to “elevate performance — in life and in sport,” the revamped brand will get a lot more holistic, offering personalized mobility, yoga, prehab, rehab, recovery, mindfulness, and strength programs.
Why it matters: Mindful movement—and particularly movement health—has emerged as a cornerstone of optimal performance.
- Digital MSK platform Hinge Health reached a $6.2B valuation after raising $600M last October.
- Nike debuted Mind Sets, a movement series for the mind, while Calm launched Daily Move, featuring yoga and stretching.
- This year, Tom Brady’s TB12 (which centers around the concept of “pliability”) opened inside physical therapy and rehab centers in Philly and West Palm Beach.
Takeaway: Even in the CrossFit community, pain is no longer a badge of honor. For peak performance, longevity, or de-stressing, mindful movement presents a much larger opportunity.
