Americans love staying in shape. The thing is, now they’re not using traditional gyms. Instead, they’re turning to niche fitness activities, such as cycling, CrossFit, and yoga.
Peloton, a fitness company selling stationary spin bikes, went public in 2019 (Nasdaq: PTON), and reached a peak market cap in 2021 of nearly sixty-three billion dollars. CrossFit became a four-billion-dollar business.
Deep End Fitness has created a new type of fitness routine. Created by Ex-Special Operations Marines, DEF describes its workout as “CrossFit meets the water.”
It’s a low-impact aquatic-training program that features weightlifting, strength training, meditation, and breathing exercises, including some beneath the water’s surface. It’s designed for non-swimmers and Olympic athletes alike.
Since launching in 2018, DEF has trained more than 15,000 athletes across forty-five locations. The company is in the midst of a pilot program with LifeTime Fitness, a chain of health clubs across the U.S. and Canada that’s part of the six-billion-dollar LifeTime Group Holdings (NYSE: LTH).