Implus has acquired FitDeck, Inc., a company that creates custom decks of playing cards – delivered in both physical and digital formats – that make exercise more simple, convenient and fun. The acquisition comes as Implus continues to expand its current product offerings in the company’s Fitness Division, which also includes Perfect Fitness and New Balance Sports Monitors.
Terms of the acquisition were not disclosed.
FitDeck was founded in 2005 by fitness entrepreneur and inventor Phil Black, who developed FitDeck after combining the fun of a competitive card game he played at Yale University with the rigors of his Navy SEAL training. FitDeck allows users to create custom workouts by selecting from a library of 40 unique FitDeck titles. By shuffling the cards, users quickly create unique and challenging workouts for all types of fitness activities. Black, a Harvard Business School graduate, has been featured in the Wall Street Journal, Entrepreneur Magazine, The New York Times and on the hit TV series “Shark Tank”.
“With FitDeck, we have added a coveted ‘content’ component to our current product line of fitness equipment and electronics,” said Alden Mills, EVP of Implus Fitness Division. “I’m excited to team up with Phil, another Navy SEAL, to incorporate this valuable element into the business plan and further meet the evolving needs of the fitness market.”
Black will help transition and merge the FitDeck brand into the Perfect Fitness family of products while also targeting new opportunities for content growth and development within the Fitness Division.
“Joining the Implus team provides FitDeck with a surge of energy and purpose that will fuel our continued growth” said Black. “The shared strengths and synergies we have with Alden Mills and Implus make this transition a natural fit for the FitDeck brand.”
The acquisition of FitDeck follows Implus’ appointment of its Fitness Division to the Sausalito, CA satellite office. Sausalito is the original headquarters for Perfect Fitness, which was acquired by Implus in 2011. Headquartered in North Carolina’s Research Triangle Park, Implus LLC’s other brands include Sof Sole, Yaktrax, Apara, Airplus, Sneaker Balls, Sof Comfort, Little Hotties and ICETrekkers.
