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.
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.
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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