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Attendees of the 6 a.m. HIIT workout run through the supersets at Elevate Fitness on Friday, Feb. 14, 2020. (Kelsey Brunner/The Aspen Times)Kelsey Brunner/The Aspen Times Buy Photo

Kate Carei completes a round of one arm chest flies on a ball during a 6 a.m. HIIT workout at Elevate Fitness in Basalt on Friday, Feb. 14, 2020. (Kelsey Brunner/The Aspen Times)Kelsey Brunner/The Aspen Times Buy Photo

Margaret Hjerleid works on longtime patient Sandy Smith during a private ortho session in the Just Breathe pilates and ortho-bionomy studio in Willets on Friday, Feb. 14, 2020. (Kelsey Brunner/The Aspen Times)Kelsey Brunner/The Aspen Times Buy Photo

Jean-Robert Barbette, center, poses for a portrait in the upper level of his gym in Aspen on Tuesday, Feb. 11, 2020. (Kelsey Brunner/The Aspen Times)Kelsey Brunner/The Aspen Times Buy Photo

A sign on Colorado 24/7 Fitness in Basalt informs 400+ members the business is closed. The gym operator closed shop when the heating system broke. The landlord said it was the tenant's responsibility.Scott Condon/The Aspen Times Buy Photo

Julia Steele, left, Minette Mahoney and Kate Carei stretch after completing an hour HIIT class at Elevate Fitness on Friday, Feb. 14, 2020. (Kelsey Brunner/The Aspen Times)Kelsey Brunner/The Aspen Times Buy Photo

Jean-Robert Barbette poses for a portrait in the upper level of his gym in Aspen on Tuesday, Feb. 11, 2020. (Kelsey Brunner/The Aspen Times)Kelsey Brunner/The Aspen Times Buy Photo

Margaret Hjerleid works on longtime patient Sandy Smith during a private ortho session in the Just Breathe pilates and ortho-bionomy studio in Willets on Friday, Feb. 14, 2020. (Kelsey Brunner/The Aspen Times)Kelsey Brunner/The Aspen Times Buy Photo

Jean-Robert Barbette poses for a portrait in the upper level of his gym in Aspen on Tuesday, Feb. 11, 2020. (Kelsey Brunner/The Aspen Times)Kelsey Brunner/The Aspen Times Buy Photo

Susie Hessel completes a tabata routine during a 6 a.m. HIIT workout at Elevate Fitness in Basalt on Friday, Feb. 14, 2020. (Kelsey Brunner/The Aspen Times)Kelsey Brunner/The Aspen Times Buy Photo

Attendees of the 6 a.m. HIIT workout run through the supersets at Elevate Fitness on Friday, Feb. 14, 2020. (Kelsey Brunner/The Aspen Times)Kelsey Brunner/The Aspen Times Buy Photo

Elevate Fitness trainer Bonnie Webb explains the movement for the ab exercise at the end of the HIIT class in the gym in Basalt on Friday, Feb. 14, 2020. (Kelsey Brunner/The Aspen Times)Kelsey Brunner/The Aspen Times Buy Photo

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When Colorado 24/7 Fitness in Basalt closed its doors with about 48 hours notice Feb. 7, more than 400 members were left scrambling to find a new place to get their fitness kicks.

Fortunately, they didnt have to look very far since the midvalley has a plethora of options. Basalt has another large gym in operation, two CrossFit centers and numerous boutique workout studios, personal trainers and Pilates studios.

And while one door has closed, another is set to open. Longtime Aspen gym owner and operator Jean-Robert Barbette is preparing to open a 7,000-square-foot gym in Willits Town Center in mid-May. He said he is excited about opening a new gym with new equipment in a new building. He had planned the move well before Colorado 24/7s abrupt departure.

If we want to grow, we have to move downvalley, he said. He will continue to operate the Aspen gym as well, but times are changing. Sixty-two percent of his clients now live in places downvalley from Aspen.

Id like to say the market is saturated, but theres plenty of room for competition.Amanda WagnerPresident and CEO, TAC Fitness

The middle class is moving away, he said.

While he was working toward expansion into the midvalley, the closure of Colorado 24/7 worked to his good fortune. Barbette said he had 12 people reserve space at his new gym online just on the day the other gym closed. As of Feb. 10, he had filled nearly all the 200 spaces being offered at $75 per month for gym access and unlimited classes.

Barbette bought his space in Willits Town Center so he isnt at the mercy of a landlord and figuring out how to pay escalating rents. He intends to limit memberships to between 700 and 800 in Basalt.

I dont want to pack the place, he said.

Customers also can pay for a package that allows them to work out in Basalt and Aspen.

Colorado 24/7 closed after the heating system broke. The landlord said it was the gym owners responsibility to fix it. The gym owner said that was financially prohibitive.

Ryan Harrington was among the customers who became a workout refugee due to the closure. He had been a member of the gym in that location for 11 years through multiple owners. The attraction was an affordable price, fun people to work out with in classes and good trainers, he said.

He also has a punch pass for classes at a competing gym in Basalt, TAC Fitness, so he had alternatives to pursue. Harrington said he is examining long-term options looking at the variety of classes being offered, the availability of classes due to crowding and the price. He is resigned to paying more than he did at Colorado 24/7 and its predecessors, where his rate was $55 per month with unlimited access to classes.

I dont think there are enough affordable options, Harrington said.

Amanda Wagner, president and CEO of TAC Fitness, said although there are numerous businesses related to health and fitness in the midvalley, there is room for them all.

Id like to say the market is saturated, but theres plenty of room for competition, Wagner said.

TAC Fitness membership has grown 10% to 20% annually since the gym part of the operation opened in 2013, she said.

With swelling populations in Carbondale, Basalt and points in between plus thousands more commuters driving by on weekdays, she feels the market is barely tapped. The number of members at her gym and other health and fitness businesses is just a fraction of the overall population, she noted. Businesses need to find ways to attract the people who would like to workout but havent pulled the trigger, for whatever reason.

Wagner said there is a growing body of knowledge that exercise helps people live longer at a higher quality of life and more people are realizing it and acting. In addition, aging baby boomers realize they cannot just work themselves into shape during ski season anymore. They need to keep up their fitness level at an indoor facility.

TAC Fitness has about 1,200 members in its 6,500-square-foot facility. She believes the facility has capacity for as many as 2,000 members.

One key to staying in business is rolling with the changes. As more people have joined, Wagner has added more equipment capable of a wider variety of functions, more classes and more trainers. She also added a small group performance center that has been popular.

I pay attention to the trends. I pay attention to the research. I pay attention to our own members, she said.

She also has secured her business future by purchasing her space.

Wagner stressed she welcomes competition and believes its healthy for the health and fitness industry to offer so many options in the midvalley. Her focus, she said, is to run my business as well as I can.

While larger establishments such as TAC Fitness and Jean-Roberts Gym pull in the biggest crowds, multiple niche options exist. Shawn Hunsberger, owner of Elevation Fitness, is the model of adaptability. He entered the fitness business locally in 2002 first in small-group training, then as a personal trainer and then as the owner of a full-service gym that was located where TAC Fitness now calls home.

He paid $7,744 per month in rent for the large space and felt like he was always struggling to survive. The gym closed in 2013. Since then he has rebuilt a small-group studio and crafted a strong and stable program that has attracted dedicated customers.

He noted that nine fitness businesses pop up in a Google search for fitness in Basalt. There also are multiple Pilates and yoga studios.

It seems a bit saturated, Hunsberger said.

Hes seen a lot of places come and go. A lot of times, it comes down to a high price per square foot that the businesses are paying. It is tough to get enough customers at the price necessary to offset the prohibitive rent.

Theres just not enough people to sustain that, he said.

Hunsberger said he was fortunate enough to find a 1,500-square-foot space on Park Avenue in the Willits Design Center at a rate that is sustainable. He focuses on small groups, limiting class sizes to eight people so the trainer can give them attention. He remains as passionate as ever. I want to help out to keep people healthy, he said.

Margaret Hjerleid is another veteran of the local fitness business who used adaptability to her advantage. She opened Just Breathe Pilates Ortho-Bionomy in October 2018 after working at Studio 360 in Willits for 11 years. She had a great experience there but saw an opportunity for working with her client base. She bought a 609-square-foot space in the Willits Medical Center building and has a growing business.

For me, if you have a special niche, you can do very well, Hjerleid said.

She has a different take on saturation of health and fitness businesses in the midvalley. Pilates is a foundation that focuses on how you organize and move your body.

Pilates is not meant to be your end-all, she said.

So instead of being possessive of her clients, she encourages them to go try other fitness businesses for workouts. She refers numerous clients to personal trainer Kate Lokken at TAC Fitness, for example.

Hjerleid said she focused for years on honing her Pilates service and getting it right to me.

Do what you love to do and do it really well, she said.

scondon@aspentimes.com

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Health and fitness industry booming in Basalt - Aspen Times

Lunch and Learn is the IECs most highly attended event, with 30 to 40 staffers typically in attendance.

Pick your group and live with it for a little bit

By the end of the 2018-19 school year, it became clear that a full-time leadership position would be necessary to advance the IECs goals of ensuring that employees felt like part of the athletic department.

Harris fit the bill: He spent his first few months on the job listening to various department leaders and partners. He found that many employees wanted to join the IEC. At the start of this school year, they introduced five separate subcommittees within the IEC, each focusing on a specific area. These areas include employee engagement, identities, student-athletes, employee recruitment and retention, and women leaders in sports.

Swindlehurst and Harris called the process discussion-based learning, saying that there was no specific plan for what the subcommittees would accomplish aside from advancing the IECs goals of engagement and inclusion.

We told them, Just pick your group and live with it for a little bit, and identify the challenges we need to address coming into the fall of 2020, Harris said.

The employee-engagement subcommittee handles what Harris and Swindlehurst called the fun stuff, including a biweekly fitness class led by the Wildcats strength and conditioning coaches. This subcommittee also plans the departments holiday celebrations, potlucks and birthday acknowledgments.

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From fitness classes to networking: How UA's athletics is working to improve diversity and inclusion - Arizona Daily Star

In honor of #HeartHealthMonth in February, Orangetheory Fitness, a workout centered on heart rate training, is sweating its heart out in an effort to raise awareness of the many cardiovascular diseases Americans battle every day.

On Saturday, February 22, starting at 11:15 a.m., the Willowbrook-Hinsdale studio will donate proceeds from its 90-minuteSweat Your Heart Out charity workout class to the American Heart Association.

Members and non-members are invited to take this special class for a $25 donation with 100% of revenue going to the non-profit organization. Immediately following the workout, participants can enjoy heart-healthy drinks and snacks.

Call or stop by the studio to reserve your spot in the class and make your $25 donation. More information can be found at https://willowbrookhinsdale.orangetheoryfitness.com. Space is limited.

In addition to the charity workout, the Willowbrook-Hinsdale studio will be celebrating heart health all month long, giving away free heart rate monitors to new members who sign-up between February 1 17, 2020, curating new heart-pumping playlists, hosting ongoing raffles for fun fitness gear and prizes and providing heart-healthy recipes and wellness tips to its members.

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Feb 22 | Sweat Your Heart Out with Orangetheory Fitness | Hinsdale-Clarendon Hills, IL - Patch.com

(National Fitness Campaign photo)

PHOENIX The National Fitness Campaign announced on Wednesday that it has awarded the city of Maricopa the 2019 Healthy Infrastructure Award in Innovation.

The Healthy Infrastructure Awards crowns its winners in five categories: design excellence and innovation, leadership, programming excellence and storytelling.

Maricopa was recognized for its ability to bring new ideas into the fitness platform and had the first Fitness Court built citywide to connect residents in the community with wellness initiatives.

When Mayor Christian Price announced a citywide fitness challenge, their residents answered the call and supported in an unprecedented way, founder of the National Fitness Campaign Mitch Menaged said in a press release.

Integrating the Fitness Court mobile app into their already active lifestyle, this group of all ages and fitness levels got moving and have fully leveraged their new outdoor gym. We applaud the city of Maricopa for the commitment to make healthy lifestyles a priority for their residents.

The Fitness Court is located at Pacana Park on Honeycutt Road just east of Service Road 347 andis dedicated to Maricopas firefighters, police officers and veterans.

Other cities to win awards were Oklahoma City; Avenal, California; Loveland, Colorado; and Killeen, Texas.

We want to bring everybody together, not just veterans and first responders, we want to make the park more useful for all, Maricopa marketing and development coordinator Matthew Reiter said in the release.

We want this community to have full support of fitness and nutrition resources to achieve their goals.

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City of Maricopa receives award for innovation in fitness - KTAR.com

BANDERA, Texas The life of a cowboy, most times means up before sunrise and in bed when the sun goes down. That doesn't leave a lot of time to go to the gym, which is why there is "Cowboy Fitness."

Larry and Mary Cortez moved back to Texas from California when Larry decided he had enough of the contracting business and California. They loaded up and settled in Bandera, Texas.

The Cortez' decided they would buy a ranch and give folks a real shot at experiencing ranch life. Rancho Cortez is not your ordinary Dude Ranch. Sure it has nice cabins, two pools, a hot tub, and a gym.

"You can participate being a cowboy as much as you want, or you can go over by the pool and have yourself one of those Pina Coladas," says Larry Cortez. I wasn't here for drinks, I wanted to see how he worked fitness in for his guests.

It didn't take any time for Cortez to have me toting 50lb feed bags, using his pipe fence for pushups, squats and reverse dips. Just when I thought my workout was coming to an end, Cortez had me pushing a wheelbarrow full of manure down and back up a hill.

When we were done with that, it was time to start clearing the land. Cortez instructed me to start moving rocks out of the field and stack them by a tree, "Just pick a rock and pick a tree" Cortez said.

But, all of the hard work we put into "Cowboy Fitness quickly fades from your memory when you're on the back of one of his 40+ horses, riding around his ranch. if you'd like to check out Rancho Cortez and Cowboy Fitness, here's a link to their website: https://www.ranchocortez.com

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Texas Outdoors: Cowboy Fitness ain't workin' out with weights! - KENS5.com

LOS ANGELES, Feb. 14, 2020 /PRNewswire/ -- BLAZE Public Relations, aSanta Monica-based PR agency specializing in consumer lifestyle brands, announced the addition of Mayweather Boxing + Fitness to their growing roster of clients in the health, fitness and franchise categories. The group fitness and boxing experience created by legendary boxer Floyd Mayweather formed this partnership to increase brand awareness across the globe.

"Mayweather Boxing + Fitness has grown at an incredibly fast rate since our inception two years ago," said James Williams, CEO of Mayweather Boxing + Fitness. "We are thrilled to partner with BLAZE PR, an agency that has achieved impressive results for many fitness-focused brands, to drive increased visibility and excitement around our expansion."

BLAZE will conduct media outreach to create buzz around Mayweather's cutting-edge fitness and boxing experience, international expansion plans, and rapid studio openings. The lifestyle agency aims to spotlight the brand as the fastest growing new fitness franchise ever and facilitate conversations between the media, Floyd Mayweather, and CEO James Williams.

"We are excited to announce our partnership with Mayweather Boxing + Fitness, a brand that has already gained great traction in the fitness world," said BLAZE PR President,Matt Kovacs. "We are confident that our multi-tiered campaign will achieve the necessary results to earn Mayweather domestic and international attention."

Mayweather Boxing + Fitness signs multiple new franchise locations every week, with plans to open studios in every U.S. state and multiple international countries.The classes are exciting for all levels and have become one of the most effective calorie-burning workouts in the country.To learn more about Mayweather Boxing + Fitness, visithttps://www.mayweather.fit/franchise/or follow them onFacebook,InstagramorTwitter.

ABOUT MAYWEATHER BOXING + FITNESSMayweather Boxing + Fitness is a best-in-class group fitness experience that combines immersive training with revolutionary technology. Having spent 21 years at the top of the sport of boxing and developing his proprietary and previously unshared workout programs and routines, Floyd Mayweather has partnered with an industry-leading team to deliver the gold standard in franchising.

ABOUT BLAZE PRBLAZE is the go-to partner for lifestyle brands hungry for a real piece of the market share. Fresh and seasoned, the PR boutique agency is comprised of veteran practitioners who stay one step ahead of trends and will not rest on the laurels of past successes. BLAZE puts the strategy back in PR. Their media strategies are meaty, creative and on-point because they're backed by a thoughtful process that considers the particular world of each brand. For more information, visitblazepr.com.

Media ContactMatt Kovacs(310) 395-5050mkovacs@blazepr.com

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Mayweather Boxing + Fitness Entrusts BLAZE Public Relations with PR Campaign - WFMZ Allentown

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Fitness Nutrition Drinks Market, Share, Growth, Trends And Forecast To 2025 UpMarketResearch - Nyse Nasdaq Live

As four powerlifting teams squared off Saturday at the home of where the Mitchell Powerlifting Club practices for competitions, a packed True Fitness gym signified the type of growth Priebe has been striving to achieve. While Saturdays meet at True Fitness marked the second competition Mitchell Powerlifting Club has hosted, it was the first meet that the club hosted at the local gym. Dupree, Mount Vernon, Sanborn Central and Worthington, Minn., made up the four teams that competed in the Mitchell meet.

The meet went great, and its a goal to host more and keep gaining momentum, Priebe said. True Fitness welcomed us with open arms, and they have allowed us to get all the right wracks we need. Its just awesome weve got a home.

Mitchells powerlifting program was established in 2007, and its gained momentum ever since. Two years ago, Priebe coached a total of four Mitchell powerlifters. Fast forward to the 2019-2020 season that is currently in full swing, the number of powerlifting athletes is at 13. Priebe said watching more student athletes join the powerlifting team has helped create the strong culture the program needs to continue succeeding.

While Priebe strives to help his athletes get results and improve their squats, deadlifts and bench pressing, he said the confidence building that powerlifting provides for the kids is moving.

Its so incredible seeing the pride and confidence the kids have when they compete, Priebe said. The way powerlifting boosts ones self-esteem helps in so many other facets of life.

Lauren Sparks can speak to the self-confidence boosting that powerlifting produces. The junior Mitchell powerlifter has felt the benefits of the sport, and she doesnt plan slowing down anytime soon.

I love the way it makes me feel, and the confidence I get from it, said Sparks, while she awaited to take on a round of squats.

There are two common formats for powerlifting competitions, which include equipped and raw. The raw format takes place when competitors dont wear powerlifting singlets, knee wraps and squat suits. Saturdays competition followed the raw format, which Priebe said helps level the playing field.

Ive lifted in both equipped lifting and raw over the years, and the old format used to be raw lifters competing against equipped lifters, Priebe said. But I gave some input, and now the state has eliminated equipped lifting and switched to raw lifting, because the equipment is tight and it keeps you in picture perfect form. You cant have equipped lifters competing against raw lifters and have an equal chance.

Priebe is no stranger to powerlifting, as the Chamberlain native began powerlifting during his junior year of high school. From the minute he stepped in the gym, he felt at home. After racking up a handful of championship titles at the South Dakota State USAPL powerlifting meets over the years, Priebe has built a name for himself in the sport.

His passion for powerlifting has led him on a 20-year journey thats helped him gain the status of a certified senior national powerlifting coach for team USA. Rather than traveling the globe with the national powerlifting team, Priebe is right where he wants to be in Mitchell, coaching high school kids and raising his family.

Priebe said the increase in powerlifters is not only happening at the local level, considering the 2020 state tournament is expecting to see roughly 300 student athletes competing, doubling the nearly 120 athletes who were competing in the tournament five years ago.

I think when kids give this a try, they find it is a lot of fun, because they arent having to do the traditional running drills that many popular sports require, Priebe said. Doing circuits with 45-second rests and then jumping right back into is a unique and exciting experience.

Priebe points to the structure of powerlifting meets being broken down by weight class, which he credits for attracting a diverse group of athletes. In addition, Priebe said powerlifting welcomes all genders.

Im really happy that the kids understand you dont have to be jacked with massive muscles to be good at this and compete in this, Priebe said. Girls have really embraced the sport, and they are kicking it. This sport welcomes all genders, and Ive been taken aback by how strong some of our girls are and have been in the past.

Looking toward the future, Priebe is preparing his team for the Class A South Dakota High School state powerlifting championship in March. Mitchell will enter the tournament as the defending Class A champion.

I just love the sport and watching the kids grow through this sport, he said. Im grateful to be actively involved in shaping the sport of powerlifting in the state of South Dakota, and were working hard to make the sport more appealing to all.

Excerpt from:
Building a strong powerlifting culture, growing the sport in SD - The Daily Republic

In 2009 Michael Horvath was tinkering with a fitness tracking app in the snow-capped New Englandtown of Hanover.

Flanked by the white mountains of New Hampshire on one side and the green hills of Vermont on the other, Hanover is an attractivebut unremarkable place.Witha population of5,000 people it is best known as the home ofthe prestigious Dartmouth College.

Its not a tech centre, and you really cant imagine Strava coming out of that environment, Horvath chuckles, recallingthe early days of what wasto become the worlds most popular fitness app.

The 53-year-old has just returned to the helm of the companyhe co-founded with Mark Gainey in 2009. The pair, who previously floated an email management company in the nineties, have tapped into a generation of fitness fanatics with more than 50 million users now on the platform. Many of them have grown addicted to the Strava app, which gamifies sports activity and allows cyclists,runners andswimmersto compete against each other every day - often on their daily commute to work or school.

Hanover was a good grounding for us, Horvath says at the companys UK offices in Bristol. Were trying to fit into peoples everyday lives - not all of our users are in Silicon Valley. The majority of our community are outside of the US and we have to remember that many of them live in places that are small towns and Strava for them is really important.

The UK has proven to be fertileterritory for Strava with six million adults registered on the app. Its behind only the US and Brazil in terms of market penetration. Picking the right sport to get the app up and running was vital.

We started with cycling knowing we could spread to other sports over time. With cyclists we thought if it could work there it had a great shot at working everywhere - they were the first to embrace technologies to improve their experience in the sport, Horvath points out.

It was a social sport to begin with and they thought it could spread easily by word of mouth. If one person liked it theyd tell their friends. There are a lot of reasons why cycling was a great launchpoint but we also believed we would build it for all athletes.

Cycling has proved to be a smart bet. The company swears that word-of-mouth acts as one of its most effective forms of advertising. Stravas technology has also been opened up to many other sports, ranging from hiking and canoeing to ice skating and kitesurfing.

Strava deliberately chose not to start producing hardware devices but to focus on apps.

We specifically stayed out of the hardware space because we never really believed we could make the perfect watch.

Nevertheless, hardware, it turns out, was something Strava had given significant thought to.

We would rather work with all perfect watches for different uses and all different devices. I think that was a good decision, Horvath says with a smile.

We explored that early on and we realised that we were a software company and were going to stay there. Software is hard enough, hardware is really hard.

Horvath says that any form of activity should eventually be on Strava, even team sports like soccer and rugby.

Horvath is relaxed, hes dressed casually in a round neck jumper and jeans and comes across moreasan active fitness enthusiastthan a tech bro.

In November, it was announced that he and his co-founder Mark Gainey would return to run the company they started. Horvath replaced James Quarels as chief executive after spending two and half years in the role.

He says Quarels led the company through a really important growth phase and thanked him for his contributions.

However, Strava has shifted strategy since his departure.

What we realised that the business strategy for the company, the near-term opportunity we have right in front of us to be the worlds leading subscription business for athletes. It made good sense. We all agreed for the co-founders to step back into the company, he says.

What Mark and I had been doing over the last three months is shaping the team to allow that focus, taking parts of the company that were spread across a number of different objectives and bringing them back into the fold around the subscription business.

Thats the main difference between how we were operating prior to that and now, is that single focus on one business objective.

Strava has always had a paid offering, but its getting more in-depth. It offers an a-la-carte subscription model that offers people a range of enhanced features including overtraining alerts and heart rate trends.

Horvath explains that before he returned to the business less than 20pc of its resources was focused on converting free users to subscriptions. Now, he says, almost all of the company is focused on growing subscriptions.

Strava is a private company and keeps much of its financial details to itself. However, Horvath says that conversions to the paid offering has remained consistent as its grown to 50 million users and that the subscriber base has continued to grow at the same rate as the overall community.

The business has raised $70m since its inception and looks to be closing in on profitability.

We wont give you any specific numbers but we anticipate running the business profitably, sustainably, going forward, he says coyly.

It can be any moment if we choose it to be, but its more like whats the right path there. If we have the right goal in mind, its a question between us, our investors, and the board of by investing a big more, which means running not-yet profitable, do you get to the goal faster.

Horvath says he wants the business to be there for the very long run and that he wants it to be a generational brand.

In 1999, Horvath and Gainey successfully floated an email management business called Kana Software. They may now look to repeat the trick with Strava in the years to come.

I think so, that will be in our future at some point the opportunity to that, he says of an initial public offering.

Then thats a great opportunity to align around what this will really allow us to do. Lets make sure were doing this for the right reasons and not just to create liquidity but to help us undertake a completely audacious objective that we couldnt do while being privately held.

The company has endured some faux pas in recent years. It was revealed in 2018 that a secretive special air service base had been inadvertently revealed by the fitness app after it created a heatmap of running routes around the country.

An SAS base in Hereford, along with a nuclear deterrent naval base and the government's spy agency GCHQ had been placed on a heatmap of Strava's customers, including the profiles of several people who regularly run to-and-from the highly sensitive buildings.

At the time Strava said it took the safety of its community seriously and that it was working with military and government officials to address sensitive areas that might appear on the app.

Over the last number of years data privacy has become a much more integral part of international conversations, underlined by the introduction of GDPR.

Horvath says that the company has invested a lot in privacy settings to give users more control over whats made publicly available.

The company has also had to face down allegations of burnout by its users. A study by the National University of Ireland suggested that the "gamification" of fitness apps has led to high levels of burnout among users.

The co-founder says that the app has since introduced a fitness dashboard to control peoples impulse to be active all the time.

When Horvath, who was born to a Swedish mother, and Gainey first started talking about a fitness social network in 1994, they were laughed at.

Incidentally his Swedish links were what determined the name of the app. Strava translates as "to strive" in Swedish.

Now the company is leading the chase in a highly competitive field that includes some of the biggest names in tech. It has partnered with Apple, but the Cupertino giant has its own alternative.

Similarly Under Armour and Nike have also made strides in the fitness tracking space.

Horvath does all kinds of activities from cycling and running to hiking. When asked he reveals that he can run 5 kilometres in under 20 minutes, an impressive time.

He will need to be able to apply that stamina in his bid to fend off some sizeable rivals and develop the generational brand he craves.

Link:
Meet the man whose fitness app has hooked an entire generation - Telegraph.co.uk

Mark Wahlberg-backed fitness concept coming to Baltimore

Updated: 4:04 PM EST Feb 14, 2020

A fitness concept with ties to Hollywood actor Mark Wahlberg is opening a location in Baltimore this summer.F45 Training will occupy a 2,500-square-foot studio at Marketplace at Fells Point, an apartment complex at 622 S. Broadway, when it opens in June.Wahlberg is an investor in the fitness concept, which merges three different popular group fitness training styles into one, and includes elements of high-intensity interval training (HIIT), circuit training and functional training. The combination of interval, cardiovascular and strength training is designed to burn fat and build lean muscle, according to a press release from the company.Read the full story in the Baltimore Business Journal

A fitness concept with ties to Hollywood actor Mark Wahlberg is opening a location in Baltimore this summer.

F45 Training will occupy a 2,500-square-foot studio at Marketplace at Fells Point, an apartment complex at 622 S. Broadway, when it opens in June.

Wahlberg is an investor in the fitness concept, which merges three different popular group fitness training styles into one, and includes elements of high-intensity interval training (HIIT), circuit training and functional training. The combination of interval, cardiovascular and strength training is designed to burn fat and build lean muscle, according to a press release from the company.

See original here:
Mark Wahlberg-backed fitness concept coming to Baltimore - WBAL TV Baltimore

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