iFIT has officially announced their acquisition of 29029, a company that puts on outdoor endurance events. 29029 currently puts on “Everesting” challenges, which task participants to hike the equivalent distance of Mount Everest within 36 hours.
29029 Everesting takes place at various ski resorts around the United States like Sun Valley, Idaho, and Stratton, Vermont. Once the event starts, you are given 36 hours to complete 29,029 feet of uphill climbing. After each ascent up the mountain, you return back down to base on a gondola before climbing again.
This acquisition marks iFIT’s entrance into the experiential events and wellness tourism business. It’s easy to imagine how iFIT can incorporate a digital version of 29029 challenges on their treadmills and ellipticals, as well as promote the actual event to their 6 million members who may want to experience the event in person.
Founder and CEO of iFIT Scott Watterson said:
29029 is more than an event in the same way that iFIT is more than a workout. 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 iFIT family. 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 acquisition is latest in a series of big moves by iFIT this year, including changing their name from ICON, acquiring Sweat by Kayla Itsines, adding 11 new music stations to their classes, and partnering with celebrity athletes like Alex Morgan and Michael Phelps.