IFit announced the acquisition of 29029, the creator of endurance hiking events.

Since its debut, 29029 said it has “sold out all of its signature events, which are held in Vermont, Utah and Idaho.” In 2022, the 29029 events will return to all three states and expand to Colorado, British Columbia and other international markets.

IFit said the acquisition delivers “a new dedicated endurance athlete segment to its growing community of “over 6 million members” and marks the company’s entrance into the fast-growing experiential events and wellness tourism business.

Its founding partners Marc Hodulich, Jesse Itzler and Colin O’Brady will remain in the business.

“29029 is more than an event in the same way that IFit is more than a workout,” said Scott Watterson, founder and CEO, IFit. “From the day you sign up for 29029, you become part of a community committed to helping you realize your best self, a philosophy completely in line with the experiences and community we have created within IFit. We are thrilled to welcome the 29029 team to the IFitfamily. The acquisition of 29029 will give us the opportunity to quickly scale outdoor fitness adventures to our IFit community and extend the IFit brand into a new category. For the 29029 participants, IFit will provide a specialized training experience with our interactive fitness equipment and elite trainers in preparation for the challenge.”

“This is a breakthrough acquisition in the fitness space. It opens the door for millions of fitness enthusiasts to take their daily exercise routine and marry it with once-in-a-lifetime experiences,” said 29029 Co-founder Itzler.

Hodulich will continue to operate as CEO of 29029 while exploring new ways to engage IFit members.

“Much like IFit’s interactive connected fitness workouts and the community that rallies around them, 29029 gives people the opportunity to meet and exceed their physical, mental and spiritual boundaries while joining a community of like-minded individuals. I am incredibly inspired to continue building the 29029 brand while curating new experiences for the IFit community,” said Hodulich.

Photo courtesy IFit