1. Best Buy Partners with Fanatics to Enter Licensed Sports Merchandise

Best Buy announced it will begin offering officially licensed sports merchandise for the first time through a partnership with Fanatics. The products—ranging from phone cases to mini football helmets—will be available exclusively online via the Best Buy Marketplace. The move coincides with Best Buy’s expansion into new categories, including musical instruments, furniture, small appliances and seasonal décor. According to Frank Bedo, chief marketplace and e-commerce officer, the strategy is to provide customers with both cutting-edge technology and a broader assortment of lifestyle products.

2. EGYM and Spirit Fitness Form Strategic Partnership

German fitness technology company EGYM and U.S.-based manufacturer Spirit Fitness have announced a strategic alliance to enhance gym connectivity. Spirit’s 1000 Series cardio equipment will now integrate with EGYM’s 3 Star Cardio system, enabling RFID login and real-time workout data synchronization. The integration allows users to unify their performance data across platforms, while operators gain improved tools for club management. The partnership reflects the industry’s accelerating digitalization trend. EGYM, founded in 2010 in Munich, is expanding rapidly, including the recent U.S. launch of its corporate wellness platform, EGYM Wellpass. Spirit Fitness, founded in 1983, is known for its cardio and strength equipment in both commercial and residential markets.

3. Tonal Launches Certified Refurbished Program

Smart strength training company Tonal has introduced its Certified Refurbished Program for the Tonal 1 system, aiming to make its connected home gym more accessible. As part of an end-of-summer promotion, refurbished units are offered at $400 off while supplies last. Tonal 1 integrates digital weight and AI coaching, automatically adjusting resistance, setting weekly goals and offering real-time feedback. Subscribers ($59.95 per month) gain access to thousands of workouts, predictive weight modes and exclusive features like Chains, Smart Flex and Spotter. The program follows the launch of Daily Lift, Tonal’s AI-driven workout generator that adapts sessions based on user performance and fatigue.

4. Decathlon Relaunches BuyBack Event in Ireland

Decathlon Ireland has relaunched its BuyBack event, rewarding customers with 20% extra trade-in value when exchanging old bicycles or fitness equipment for instant gift cards. The campaign runs from August 23 to 31 at Dublin’s Ballymun and O’Connell Street locations. Elena Pecos, CEO of Decathlon Ireland, emphasized the initiative’s role in promoting sustainable choices and offering added value to customers upgrading their sporting equipment.

5. Indian Police Seize Counterfeit Sports Goods in Mangaluru

Mangaluru police have seized counterfeit sports goods worth more than Rs 8.5 lakh in raids targeting shops selling fake COSCO, NIVIA and YONEX products. Nearly 300 footballs, volleyballs and badminton rackets were confiscated during operations in Ullal and Bunder. Cases were registered under the Copyright Act, 1957, with ongoing investigations suggesting the goods were sourced from Jalandhar. Authorities have urged consumers to remain vigilant, noting that counterfeit items often mimic original products in detail and pricing.

6. Ultrahuman Files Patent Suit Against Oura in India

India-based health tech company Ultrahuman has filed a patent infringement lawsuit in the Delhi High Court against Oura Health Oy and Ouraring Inc., alleging that the Oura Ring 4 copies core features of the Ultrahuman Ring AIR, including women’s health tracking and circadian tools. Ultrahuman claims the infringement undermines its investments in innovation, contrasting its subscription-free data model with Oura’s paid approach. Oura dismissed the claims, calling them an attempt to distract from a recent U.S. International Trade Commission ruling that found Ultrahuman infringed on Oura’s intellectual property. The dispute highlights intensifying competition in the smart ring market.

7. Hyperice Unveils Second-Generation Contrast Therapy Devices

Recovery technology company Hyperice has launched the Hyperice X 2 Knee and Shoulder devices, adding compression to its contrast therapy system. The X 2 line delivers deeper hot and cold therapy—ranging from 40°F to 121°F—paired with five compression levels up to 160 mmHg. The portable devices feature OLED displays, Bluetooth connectivity and improved batteries. Priced at $449 in the U.S., they will debut in Europe on September 15 under the name Hyperice Contrast 2. CEO Jim Huether described the launch as a redefinition of recovery, while athletes like NFL quarterback Jayden Daniels praised the devices’ impact on training and performance.

8. Google’s Fitbit to Launch AI Health Coach

Fitbit announced it will launch an AI-powered personal health coach this fall, built on Google’s Gemini model and available first to U.S. Premium users. The AI coach will provide adaptive workout plans, readiness-based adjustments and recovery insights, while also emphasizing sleep health with personalized schedules. Users will be able to ask real-time questions on exercise, sleep and stress management. Fitbit partnered with NBA star Stephen Curry and a Consumer Health Advisory Panel in developing the feature. The rollout underscores the broader trend of wearables evolving from passive tracking to proactive, personalized health coaching.