Wahoo, a leader in connected fitness devices, announced its intention to acquire The Sufferfest, the training platform for cyclists, triathletes and other endurance athletes.
The Sufferfest app provides subscribers access to a comprehensive library of structured cycling and running workouts designed by elite coaches, training plans, strength training, yoga for cyclists, and a mental training program.
Wahoo has rapidly established itself as a leader in smart training and already has an extensive suite of products and software focused on cycling and endurance sports.
Wahoo’s full ecosystem of sensors and devices help runners, cyclists and general fitness enthusiasts get the most out of their sport and active lifestyle. Wahoo’s award-winning line of products include the KICKR family of smart trainers and accessories, the ELEMNT family of bike computers, and the TICKR family of heart rate monitors.
The acquisition of The Sufferfest increases the brands’ combined capability to create training solutions for endurance athletes who want to get the most out of themselves.
Commenting on the announcement, Chip Hawkins, founder of Wahoo, said: “We are really pleased to bring together the Wahooligan and Sufferlandrian communities. We share a common passion for the performance of endurance athletes and our collective knowledge will provide additional benefits to athletes everywhere.”
He added: “Wahoo remains committed to the growth of the indoor training and fitness sectors and will continue to integrate and collaborate with as many leading software providers as possible.”
“This partnership brings together two companies with a strong history of innovation,” said David McQuillen, founder of The Sufferfest. Our market-leading content and sports science—together with Wahoo’s ground-breaking engineering—will allow us to develop fantastic new concepts and training solutions for our customers.”
He added: “The strong sense of identity that has made The Sufferfest what it is today will remain, and we will continue to work closely with our existing hardware partners to ensure seamless compatibility across all platforms.”
There are no planned changes in The Sufferfest business offering or structure as a result of this acquisition.