Echelon Fitness, known for its connected fitness products, has acquired Fortë—a B2B fitness streaming platform. Fortë helps gyms, boutique studios, influencers, and sports organizations create and deliver live and on-demand fitness programs.

The platform will now be rebranded as “Elevate by Echelon.” This move is expected to help Echelon offer more personalized fitness content to its users.

Lou Lentine, CEO of Echelon Fitness, said, “With our experienced U.S.-based technology team and Fortë’s innovative solutions, we’re combining strengths to deliver even better tools for enterprise clients. This deal also allows us to roll out our AI-powered workout builder—developed with the AWS Gen AI Team using Amazon Bedrock—into thousands of gyms. It offers enhanced customization and personalization for our partners.”

Fortë’s clients include big names like UFC GYM, Curves, Healthworks, Exhale Spa, and 305 Fitness. It also supports influencer-led brands like Power + Flow, Housework, and Melt Method. The company has received backing from investors such as the LA Dodgers, Billie Jean King Enterprises, and Elysian Park.

Lauren Foundos, founder and CEO of Fortë, said, “Our mission has always been to help fitness brands grow using easy-to-use, advanced technology. Joining Echelon helps us bring this vision to more communities worldwide, with the support of Echelon’s innovation and commitment to personalized wellness.”

Mo Iqbal, founder of SweatWorks, and Stewart Miller, co-founder and CEO of Livewire Production, provided important support and advice during the deal.

Echelon offers both home and commercial fitness equipment, including smart bikes, rowers, treadmills, strength machines, ellipticals, stair climbers, and fitness mirrors. These products work with the Echelon Fit app for access to live and on-demand fitness classes.