Executive Summary
This week’s roundup highlights significant structural moves across the global fitness and equipment sector. Major developments include corporate M&A activity and investment rounds—highlighted by Dyaco’s acquisition of British strength brand Exigo and investor Mo Chaudry expanding his stake in Pulse Fitness—alongside strategic cross-industry partnerships, such as Tonal’s corporate wellness initiative with WeWork and Hyrox founders investing in the multi-discipline competition Xenom. Furthermore, manufacturers are celebrating major longevity milestones, tech brands like Google are advancing hybrid wearables, and brands like Technogym and K-Life Sport are expanding digital platforms and manufacturing capacity to meet growing worldwide demand.
1. Tonal Expands into Workplace Fitness via Partnership with WeWork
Smart strength training manufacturer Tonal has partnered with coworking giant WeWork to install its connected fitness equipment across nine U.S. locations. The initial rollout includes installations of the Tonal 2 system in locations across California, Washington, Oregon, and Texas, aiming to eliminate commute friction for busy professionals.
Led by CEO Todd Bartee, former partner at L Catterton, Tonal is leveraging the partnership to capitalize on growing corporate demand for accessible, longevity-focused strength training solutions. The initiative includes cross-promotional incentives, offering WeWork members $1,000 off a Tonal purchase and Tonal members discounts on WeWork On Demand. The move follows Tonal’s recent launch of a rental subscription model designed to broaden consumer accessibility.
2. Torque Fitness Partners with NFL Veteran Adam Thielen for TANK SX Launch
U.S. equipment manufacturer Torque Fitness has signed a multi-year partnership with former NFL wide receiver Adam Thielen to launch the TANK SX, a new commercial training sled built for fitness clubs and collegiate athletic programs. The deal represents Torque’s largest athlete endorsement to date as the brand expands its presence in Division I university programs and commercial facilities.
The TANK SX features Torque’s proprietary Mag-Force™ magnetic resistance system, which automatically increases resistance as speed increases without requiring weight plates or manual adjustments. According to Torque CEO Jerry Dettinger, Thielen’s work ethic aligns with the company’s brand identity. The partnership will also extend support to the Thielen Foundation alongside a national fall marketing campaign.
3. Hyrox Founders Invest in Fitness Competition Series Xenom
Hyrox co-founders Christian Toetzke and Moritz Fürste have acquired an equity stake in Xenom and joined its board of directors, establishing a strategic partnership spanning marketing, event activation, and education. Positioned as the “decathlon of fitness,” Xenom features a 10-event standardized format testing maximal strength, gymnastics, and aerobic capacity across multiple skill divisions.
The strategic backing will assist Xenom as it builds toward its first full international season planned for 2027. Xenom previously completed a $15 million seed round led by investment firm WNDR. Having held inaugural events in Dallas and London earlier this year, Xenom is scheduled to host its next competition in Miami this December, followed by Malaga in 2027.
4. IndigoFitness Marks 30 Years of British Gym Design and Manufacturing
UK-based commercial equipment manufacturer IndigoFitness is celebrating its 30th anniversary, marking three decades of British engineering, design, and manufacturing. Founded in 1996, the Nuneaton-based company has expanded from a local equipment supplier into a full-service facility design partner catering to commercial clubs, local authorities, universities, and military facilities.
Managing Director Rob Coleman highlighted the evolution of the industry toward integrated training environments that prioritize accessibility, acoustic management, and long-term product durability. Over its 30-year history, key milestones included the early development of the Powerbag, securing Ministry of Defence supply contracts, obtaining inclusive fitness accreditations, and expanding its UK manufacturing plant in 2017.
5. Google Unveils Fitbit Edge Tracker with Hybrid OLED Display
Google has announced the release of the Fitbit Edge, a narrow band-style fitness tracker equipped with a hybrid OLED display, built-in GPS, and a physical navigation button priced at $179.99 (£159.99 in the UK). Positioned between the minimalist Fitbit Air and the Pixel Watch, the Edge features a display with 46% more viewing area than previous Fitbit trackers, optimized for outdoor visibility.
The device offers automatic tracking for up to 100 exercise types, ECG scans, insulin resistance tracking, and integration with Google Health’s AI fitness coach. Notably, the Edge features a user-replaceable battery rated for up to seven days of continuous use alongside interchangeable band options, addressing product longevity concerns in the consumer fitness technology market.
6. Dyaco International Acquires Majority Stake in UK Manufacturer Exigo
Global fitness manufacturer Dyaco International Inc. has acquired a majority controlling interest in A&D Sports Ltd, the UK manufacturing firm behind commercial strength brand Exigo®. The deal establishes localized R&D and manufacturing capabilities for Dyaco in the commercial strength sector while offering Exigo access to Dyaco’s international distribution network spanning over 60 countries.
Exigo will continue to operate as an independent brand under the leadership of Founder and Managing Director Darren Golden, retaining its UK engineering workforce and production facility. Dyaco Chairman Sam Lin noted that the acquisition allows the group to offer commercial gym operators a comprehensive equipment portfolio pairing Spirit Fitness cardio equipment with Exigo strength lines.
7. Pulse Fitness Anchor Investor Raises Stake to 80%, Outlines £100m Roadmap
UK-based fitness equipment manufacturer Pulse Fitness has unveiled a long-term growth plan targeting £100 million ($130 million) in annual revenue by 2030. The expansion strategy follows anchor investor Mo Chaudry increasing his majority stake in the Congleton-based manufacturer from 51% to 80%.
With projected revenue reaching £42 million this year, Pulse Fitness plans to increase international exports from 19% to 70% of total sales over the next four years. Currently supplying over 2,700 UK sites and operating across 71 countries, the company is prioritizing market expansion across the United States, France, Portugal, and India.
8. Technogym and World Athletics Launch Club Finder Platform for RUN X
Technogym, in partnership with World Athletics, has launched the official Club Finder digital platform for RUN X, the inaugural World Treadmill Running Championship. Accessible via www.runx.org, the portal allows runners to locate participating fitness facilities, with nearly 300 commercial gyms and performance centers already registered as official qualifying venues.
Participants compete in standardized 5K time trials on connected Technogym treadmills during the global qualifier phase running from October 23, 2026, through January 24, 2027. Regional qualifiers will advance to Continental Finals in early 2027, concluding at the World Championship Final in Cesena, Italy, in March 2027, where athletes will compete for a $100,000 prize purse and wild-card entries to the 2027 World Athletics Road Running Championships.
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