1. Technogym to Supply Equipment for Milan-Cortina Olympics

Technogym, the renowned Italian fitness equipment giant, has been selected as the official supplier for the 2026 Milan-Cortina Olympic and Paralympic Winter Games. This will be Technogym’s tenth appearance as an official supplier for the Olympic Games. The company will set up around 22 training centers across Milan, Cortina d’Ampezzo, and nearby areas. Six of these centers will be located within the Olympic and Paralympic villages, while the remaining 16 will be tailored for specific disciplines at various competition venues. Technogym plans to supply approximately 1,000 pieces of equipment to support over 3,500 athletes during the Games. The company will also handle installation, configuration, and ongoing support services. Nerio Alessandri, Technogym’s CEO, emphasized the company’s focus on creating innovative digital products to help athletes enhance performance and achieve their goals.

2. Interactive Strength Inc. to Invest in Bitcoin as Treasury Reserve

Interactive Strength Inc. (Nasdaq: TRNR), the maker of fitness equipment under the CLMBR and FORME brands, has announced a strategic decision to allocate up to $5 million in Bitcoin as part of its treasury reserve. The company’s board of directors approved this move, capping the Bitcoin investment at 25% of the company’s average daily cash holdings over the past three months. CEO Trent Ward explained that Bitcoin’s inflation-resistant properties make it a valuable reserve asset. The company is also planning to accept cryptocurrency payments, specifically Bitcoin, for its products, offering customers an innovative way to pay for their fitness equipment. This decision reflects the growing trend of companies integrating digital assets into their financial strategies, aligning with Interactive Strength’s forward-thinking approach to innovation. The announcement saw the company’s stock price rise by 11.4%.

3. World Athletics Considers Launching World Treadmill Championships

World Athletics is exploring the possibility of creating a World Treadmill Championships to help expand the sport’s reach and promote virtual running. The governing body aims to make athletics more inclusive, bringing gym-goers who regularly use treadmills into the competitive athletics fold. CEO Jon Ridgeon highlighted the millions of people who use treadmills for fitness, suggesting that running on a treadmill could be considered just as athletic as competing in an Olympic event. This move mirrors other sports that have embraced virtual or equipment-based competitions, such as indoor rowing and Esports cycling. World Athletics is reportedly close to finalizing a partnership with a technology provider for the event. The proposal has been welcomed amidst the rise of fitness competitions like Hyrox, which combines running with functional workouts, and the record-breaking popularity of the London Marathon.

4. Magic AI Raises $5 Million for Smart Fitness Mirror

London-based Magic AIhas raised $5 million in funding to expand its AI-powered fitness mirror. The investment round, led by IW Capital, follows a $2.5 million round last year and attracted notable angel investors from Spotify, TikTok, and Meta. The Magic AI Mirror uses holograms to track users’ body movements and exercise form. This advanced fitness mirror has gained significant attention, with athletes like Sir Alastair Cook and Desiree Henry endorsing the product. It has also made it to TIME’s list of the World’s Best Inventions. The company plans to enhance the user experience by offering more personalized workout programs, integrating AI for form tracking, and regularly updating content. Since its launch, Magic AI Mirror has expanded to 38 countries, with over 5,000 customers.

5. Akluer Launches Dual-Function Treadmill with Foot Massage

Akluer, known for its space-saving treadmills, has launched the Akluer 520, a unique treadmill that combines running with a foot massage function. Priced at $179.99, this treadmill allows users to switch between walking, running, or jogging modes and enjoy a relaxing foot massage. The massage feature is designed to relieve stress and promote circulation, though users are advised to limit its use to 10 minutes at a time. The Akluer 520 also includes advanced shock absorption technology, making it ideal for users of all ages. It features a dual-screen design, where users can manage settings, track performance, and customize their foot massage preferences. This innovation aims to merge fitness with relaxation, offering a versatile option for home users.

6. Keep Cuts Workforce Amid Market Challenges

Keep, China’s largest online fitness platform, has announced plans to lay off 10-15% of its workforce, about 100 employees, as part of its cost-cutting strategy. The layoffs primarily affect the company’s online, international, and marketing teams and are expected to be completed by November 29. Keep, which employed 920 people as of mid-2024, had 1,243 employees at the end of 2022. Despite a 5.4% revenue growth to ¥1.037 billion in the first half of 2024, the company reported a net loss of ¥160 million, signaling the increasing pressure from a slow-down in the Chinese economy. Keep is also scaling back its offline business, closing several fitness locations in major cities like Beijing and Shanghai. To offset its online challenges, Keep is venturing into retail, opening stores selling fitness apparel and equipment in Shanghai.

7. Deuser and STRAFFR Form Strategic Partnership

Deuser Sports, a German fitness and rehabilitation equipment manufacturer, has partnered with STRAFFR, a company known for its smart resistance bands, to create a new generation of digital fitness experiences. The partnership will produce a unique line of fitness products, blending Deuser’s traditional resistance bands with STRAFFR’s innovative smart technology. The first product from the collaboration is the deuser® x STRAFFR connected kit, which integrates smart feedback from STRAFFR’s app for real-time performance tracking. The product is priced at $140 and $65, respectively. STRAFFR’s smart bands use Bluetooth to sync with fitness apps, offering users personalized workouts and data-driven insights. This collaboration marks a significant step in combining traditional fitness equipment with cutting-edge digital technology.