Echelon Fitness, which manufactures a range of connected fitness products, has acquired Fortë, a B2B fitness streaming platform that enables gyms, boutique studios, influencers, and sports organizations to launch live and on-demand fitness programs.
Fortë will be rebranded to “Elevate by Echelon” and is expected to help Echelon Fitness further personalize fitness content.
Lou Lentine, CEO of Echelon Fitness, said, “With Echelon’s proven U.S.-based technology team and Fortë’s innovative solutions, we can now combine our strengths to offer even more robust and reliable solutions for the enterprise customers. This acquisition also allows us to offer our embedded AI workout builder, developed in conjunction with AWS Gen AI Team, powered by generative AI models in Amazon BedRock, into thousands of gyms, plus providing customization and personalization for our enterprise partner.”
Fortë’s client roster includes organizations such as UFC GYM, Curves, Healthworks, Exhale Spa, 305 Fitness, as well as influencer-driven brands Power + Flow, Housework and Melt Method. The business has been supported by investors such as the LA Dodgers, Billie Jean King Enterprises and Elysian Park.
“Our goal has always been to empower fitness brands to scale their impact through advanced, user-friendly technology,” said Lauren Foundos, founder and CEO of Fortë. “By joining forces with Echelon, we can extend this vision to even more global communities, benefiting from Echelon’s momentum, innovation, and unwavering commitment to personalized wellness.”
Mo Iqbal, founder of SweatWorks, and Stewart Miller, the co-founder and CEO of Livewire Production, “played pivotal roles in advising and supporting the transaction.”
Echelon’s home and commercial product line includes smart bikes, rowers, treadmills, strength machines, ellipticals, stair climbers, and fitness mirrors, all of which sync with the Echelon Fit app for live and on-demand classes.
