1. Watson Appoints Etenon Fitness as Exclusive Distributor in Spain
UK strength equipment manufacturer Watson Gym Equipment has appointed Etenon Fitness as its exclusive distributor in Spain, marking a strategic step in strengthening its presence in the Iberian fitness market.
Founded in 1998 and manufacturing entirely in Somerset, UK, Watson has built a reputation for producing high-end strength training equipment characterized by precision engineering, robust construction and extensive customization options. Its portfolio includes plate-loaded machines, single and dual-stack selectorized equipment with converging movements, heavy-duty racks, professional lifting platforms and modular strength systems.
The brand is also well known for its precision-machined stainless steel dumbbells, barbells and calibrated weight plates, which are considered among the most advanced strength products available. Watson provides lifetime warranties on equipment frames and extended coverage on key components, reinforcing its premium positioning in the strength training segment.
According to Watson, selecting Etenon as its exclusive partner was based on the Spanish company’s strong commercial structure, penetration in the professional fitness sector and expertise in strength training facility projects.
Rafael Rodríguez, CEO of Etenon Fitness, said the agreement strengthens the company’s commitment to offering premium strength solutions across the Iberian market. Through the partnership, gyms, boutique studios and high-performance training centers in Spain will gain access to Watson’s full product range along with local support and project consulting.
2. Hyperice Launches the New Hypervolt 3 Percussion Massage Gun Series
Recovery technology brand Hyperice has launched the Hypervolt 3 series, the latest generation of its percussion massage devices designed to improve muscle recovery for athletes and active consumers.
The new lineup includes three models — Hypervolt Go 3, Hypervolt 3 and Hypervolt 3 Pro — targeting different user segments ranging from casual users to professional athletes and therapists. Compared with the previous Hypervolt 2 generation, the new devices deliver more powerful performance, quieter operation and longer battery life.
All models feature a redesigned head with 33% larger surface area, allowing broader muscle coverage during recovery sessions. The Hypervolt 3 and Hypervolt 3 Pro models also include a heated attachment head that combines percussion massage with three levels of heat therapy ranging from approximately 42.8°C to 48.9°C.
The compact Hypervolt Go 3 is designed as a lightweight portable option weighing under one kilogram, offering five speed levels, USB-C charging and Bluetooth connectivity with the Hyperice app. The Hypervolt 3 model adds stronger motor performance and a pressure sensor that helps users adjust intensity.
The flagship Hypervolt 3 Pro targets professional users and high-intensity athletes, delivering deeper therapeutic pressure along with advanced recovery protocols through the connected app ecosystem.
Hyperice CEO Jim Huether said the new generation represents the company’s most advanced percussion massage technology to date, combining higher power, reduced noise and improved ergonomics to make high-performance recovery tools more accessible.
3. ATHX Expands Internationally With U.S. Debut Event in Miami
Functional fitness competition platform ATHX has announced its expansion into the United States, with its first North American competition scheduled to take place in Miami Beach in March 2026. The event marks the brand’s first major step beyond Europe as it seeks to build a global presence in the rapidly growing hybrid fitness competition segment.
Developed in the UK, ATHX is designed to measure athletes’ overall physical performance through a continuous competitive course lasting approximately two and a half hours. Participants progress through multiple stations combining strength exercises, endurance challenges, functional training and cardiovascular tasks.
Typical stations include compound lifts such as squats, deadlifts and presses alongside running, rowing and metabolic conditioning exercises. The format aims to simulate the demands of integrated athletic performance rather than separating strength and endurance tests.
The upcoming Miami competition will include several participation categories, ranging from amateur divisions to advanced and professional classes, allowing both recreational and competitive athletes to participate.
ATHX is supported by adidas, which provides equipment and brand visibility as part of a strategic partnership. For adidas, the growing popularity of hybrid competitions represents an opportunity to strengthen its position within the functional training and performance fitness segments.
Industry observers view the expansion into the U.S. as a key milestone that could accelerate the international growth of hybrid fitness competitions and further integrate competitive events into mainstream gym training culture.
4. Fitura Launches Multi-Concept Wellness Franchise Platform With $20M Valuation
A new wellness-focused franchising platform, Fitura Brands, has launched with a $20 million pre-money valuation, targeting three of the fastest-growing segments in the fitness industry: padel, Pilates and recovery services.
Founded by fitness industry executive James Hurlock, the Utah-based company plans to scale a portfolio of specialized brands that combine sport participation, training and recovery within a single ecosystem.
Fitura’s platform currently includes three concepts. Padel SWT focuses on indoor padel facilities featuring competitive leagues and hospitality-driven environments. Core Precinct delivers high-intensity reformer Pilates strength training in premium studio settings. Contrast Theory provides recovery services built around contrast therapy, breathwork and structured hot-and-cold protocols.
The company intends to support franchisees through centralized services including site selection, brand marketing, vendor partnerships, operational playbooks and instructor training.
According to Hurlock, modern fitness consumers increasingly view training, competition and recovery as interconnected elements of a single performance journey, a shift that Fitura’s multi-brand structure aims to address.
With the global growth of padel participation, boutique Pilates studios and recovery-focused wellness facilities, Fitura plans to position itself as a major multi-concept franchisor within the performance wellness sector.
5. Life Fitness and Merrithew Form Exclusive U.S. Pilates Distribution Partnership
Life Fitness and Merrithew have announced an exclusive partnership that makes Life Fitness / Hammer Strength the sole distributor of Merrithew’s Pilates equipment in the United States.
The agreement integrates Merrithew’s Pilates equipment portfolio into Life Fitness’ commercial fitness offering, expanding distribution to health clubs, hospitality facilities, corporate wellness programs and institutional fitness environments.
Operators will gain access not only to Pilates equipment but also to Life Fitness’ broader infrastructure, including studio design consultation, project installation support and post-installation service. The partnership will also provide optional education programs and instructor training designed to help clubs successfully launch Pilates programming.
Life Fitness / Hammer Strength CEO Jim Pisani said the collaboration reflects the rising demand among fitness operators to expand offerings that support movement quality, strength development and long-term performance training.
Toronto-based Merrithew is widely recognized as one of the world’s leading Pilates equipment manufacturers, known for its science-based methodology and equipment used by fitness facilities, rehabilitation professionals and elite athletes.
The partnership comes as Pilates continues gaining momentum in commercial gyms, with major chains such as Crunch Fitness and 24 Hour Fitness expanding Pilates programming in recent months.
6. Basic-Fit Reports 17% Revenue Growth in 2025
European gym operator Basic Fit reported 17% revenue growth in 2025, reaching €1.42 billion compared with €1.215 billion in 2024.
The company opened 85 new clubs during the year, bringing its total number of owned gyms to 1,660 locations, while membership increased 13% to 4.82 million members.
Following the acquisition of Clever Fit in October, the combined network expanded to 2,151 gyms and 5.8 million memberships, strengthening Basic-Fit’s presence particularly in France, Spain and Germany.
Adjusted EBITDA rose 11% to €348 million, while adjusted net profit increased 24% to €54.3 million. Total net profit reached €14.3 million compared with €8 million in the previous year.
Operational efficiency also improved, with administrative costs declining relative to revenue and average revenue per member increasing from €24.24 to €24.91 per month. The improvement was supported by new pricing structures and the continued rollout of 24/7 and extended-hours gym models across European markets.
CEO René Moos said the company entered 2026 with strong momentum, adding more than 200,000 new members in the first ten weeks of the year.
7. Shua Fitness Expands Iberian Market Team
Chinese fitness equipment manufacturer Shua Fitness has strengthened its presence in the Iberian market by appointing two new commercial leaders: Daniel Jurado for southern Spain and David Dos Santos for Portugal.
The appointments come roughly one year after Shua launched direct operations in Spain and represent a further step in building its regional sales infrastructure.
Daniel Jurado, who holds a degree in Sports Science and an Executive MBA, brings more than a decade of experience in sports facility management and commercial development in the fitness sector. In his new role he will oversee market development in key regions including Andalusia, Valencia, Murcia and Extremadura.
Meanwhile, David Dos Santos will lead Shua’s expansion in Portugal. With more than 16 years of experience in developing and managing fitness facilities and business projects across Europe, he previously operated as Shua’s official distributor in Portugal.
Alongside the expanded sales team, Shua has established a local subsidiary and technical support network in Spain, including installation teams, logistics infrastructure and spare-parts warehouses to provide faster after-sales service for operators.
The company said the strengthened structure reflects its long-term strategy to expand its footprint across Southern Europe.
8. Interactive Strength Completes Acquisition of Ergatta
Connected fitness company Interactive Strength Inc. (NASDAQ: TRNR) has completed its acquisition of Ergatta, a Brooklyn-based developer of game-based connected fitness content.
Ergatta operates a subscription-driven business model with reported monthly net retention exceeding 98 percent. The company is expected to generate more than $10 million in revenue in 2026, with approximately 70% coming from recurring subscription revenue and an EBITDA margin of about 30%.
The acquisition is intended to accelerate Interactive Strength’s path toward profitability by expanding its digital ecosystem across its connected fitness brands including Wattbike, CLMBR and FORME.
Under the transaction structure, Interactive Strength acquired 100% of Ergatta through a combination of cash, debt, equity and contingent payments. The base transaction value is $8.8 million, including $1.8 million in cash, $1.8 million in debt and $5.3 million in equity locked until 2027.
If performance targets are met, the deal could reach a maximum enterprise value of $19.5 million. Company executives expect the acquisition to be immediately accretive to financial results and to expand the Ergatta gaming experience across additional hardware platforms.
Comments (0)
No comments yet, be the first to comment!