💥 Brand Moves
obé acquired by Dear Media: Digital fitness platform obé has joined Dear Media, the female-focused podcast network behind The Skinny Confidential, Dear Gabby, and Life with Marianna.
Backroads launches 30s & 40s travel category: The active travel company launches new group trips for travelers in their 30s and 40s, indicating a growing demand for similarly age community / adventure. The 30+ itineraries include destinations like Italy and the Canadian Rockies.
Barry’s names new CEO as it eyes major global growth: JJ Gantt has been promoted to CEO. The leadership shift comes as Barry’s plans to double its global footprint, expanding beyond its current 85+ studios worldwide
Heather Morris launches AIIR, a new comms firm for fast-growing wellness brands: The former president of Jack Taylor PR has launched AIIR, an agency built to help wellness and fitness related brands grow. The focus is on storytelling, partnerships, and staying in step with the new pace of media.
❤️🔥 Culture Watch
Ladder vs. Peloton feud heats up: Late last year, Ladder accused Peloton of copying its app design. Now, things are getting rowdier: Ladder launched a “ditch the bike” campaign with former Peloton coach Jennifer Jacobs and even parked branded trucks outside Peloton’s NYC studio. Peloton instructor Alex Toussaint has fired back, telling Ladder to “watch [their] fucking mouth”
Creatine gummies face major credibility check: As creatine surges in popularity, many brands have rushed to launch a gummy. But recent SuppCo testing found 4 of 6 top-selling creatine gummies on Amazon contained little to no creatine. One product even contained just 0.1% of its claimed dose. This speaks to a larger issue of the lack of regulation in the supplement industry, which is the problem SuppCo seeks to solve.
Jamie Van Slooten partners with Rare Beauty: Popular Orange County based creator Jamie Van Slooten recently teamed up with Rare Beauty for a branded pilates session. The beauty and fitness / wellness worlds continue to inch closer to one another.
✨ Product Drops
Prime Bar by Equip Foods
Equip Foods debuted Prime Bar, a grass-fed beef protein bar with 20g of protein, plus collagen.Bee Up Snacks by David Beckham
David Beckham co-founded Bee Up, a new line of honey-based fruit snacks.