News
ATN Week in Review: The Fitness Industry's New Advocacy Strategy Takes Shape
5+ hour, 25+ min ago (171+ words) Josh Liberatore, the executive editor of Athletech News, is a New York-based journalist and media professional with deep experience covering business, technology, and the industries shaping modern culture. Before joining ATN, Josh held editor and senior reporter roles at Sports…...
Pro Athletes Are Betting on Increasingly Sophisticated Recovery Tech
1+ mon, 1+ day ago (1228+ words) Register for the ATN Innovation Summit on June 16-17 in NYC The Event Fitness & Wellness Owners and Operators Can't Miss. The postgame ice bath isn't going anywhere, but it's no longer enough." Across the NFL, NBA and MLB, a growing number…...
CEO Corner: Blk Box's Gregory Bradley on Carving a Niche in the Fitness Equipment Market
1+ mon, 1+ week ago (717+ words) For Gregory Bradley, going all in on a niche pays off." In 2012, Bradley founded Blk Box (officially stylized as "BLK BOX), which has made a name for itself in the U. K. by making high-quality strength training equipment " everything from free weights…...
Bruce Edwards Returns to Cross Fit in CEO Role
1+ mon, 1+ week ago (247+ words) Cross Fit changed the world. And we're not done." That's how incoming Cross Fit CEO Bruce Edwards opened his post announcing his arrival to lead the high-intensity, group-based fitness regimen " and a pointed declaration from an OG in the now-booming…...
Life Time Rolls Out Race-Prep Training Class, Stoking Hyrox Rivalry
1+ mon, 3+ week ago (397+ words) Life Time is beefing up its group training offerings with Hybrid XT, a new program to get athletic competitors in fighting shape for its LT Games and other hybrid fitness competitions. The coach-led program will roll out across select clubs…...
Cross Fit CEO Don Faul Steps Down as Sale Process Drags On
3+ mon, 1+ week ago (273+ words) Don Faul is out as CEO of Cross Fit LLC, the company announced Tuesday. His last day is March 6, after nearly four years leading the company. Cross Fit is currently in the thick of its Open, which kicked off Feb....
Xenom Secures $15 M for Elite Fitness Competition Backed by Jeffrey Katzenberg's Wndr Co
3+ mon, 1+ week ago (604+ words) Every day, people around the world work out with the intensity of professional athletes. Almost none of them have anywhere to compete like one. Now, a well-funded startup wants to give them a real scoreboard. Xenom, which bills itself as…...
Cross Fit Renews Velites Deal for 2026 Games After Replacing Reebok & Nobull
4+ mon, 4+ week ago (391+ words) Velites is stepping deeper into Cross Fit's inner circle. The fast-growing European performance brand has been named the official apparel, footwear, grips and jump rope partner of the 2026 Cross Fit Games, expanding on its partnership from last year. The deal…...