Supplement Maker Timeline Raises $66M Amid Longevity Wave

A promising age-fighting ingredient in Timeline’s products has attracted big-time investors in L’Oréal and Nestlé

Consumer health biotech company Timeline has raised $66 million in a Series D financing round which included strategic investments from L’Oréal and Nestlé.

Switzerland-based Timeline offers nutritional supplements and topical skin health products with Mitopure, a proprietary ingredient (Urolithin A) that promotes healthy aging and is supported by 15-plus years of research, the company says.

The global corporate venture capital fund of L’Oréal led the funding round, which will go towards expanding Timeline’s product categories and markets across food, beauty and health while remaining longevity-focused. 

“This strategic collaboration reflects the breakthrough multidimensional approach that we’ve always believed is necessary to make meaningful advancements for longevity and healthspan,” said Patrick Aebischer, co-founder and chairman of Timeline. “I want to thank L’Oréal, Nestlé and our longstanding investors for their commitment to longevity solutions rooted in the highest level of science.”

Longevity is a new definition of beauty, points out Barbara Lavernos, deputy CEO who leads research, innovation and technology at L’Oréal.

“Longevity is about living healthier for longer, and L’Oréal has been working for a decade to understand and anticipate what this could mean for beauty,” Lavernos said. “Our investment in Timeline is exciting for its potential to transpose key hallmarks of longevity onto skin health and beauty.”

Timeline currently sells soft gel supplements and powder packets to promote energy, strength, and endurance, as well as a serum and day and night creams for the skin for youthfulness and radiance. All of Timeline’s products contain the recommended dose of Mitopure. 

“We have been an investor in Timeline since 2019 and continue to be very impressed with the team and stand behind the exponential potential that the Mitopure technology holds for nutrition to help people age better,” said Anna Mohl, CEO of Nestlé Health Science. “We’re excited to have L’Oréal join as an investor and strategic partner to bring this technology to new heights and extend its applications.”

Timeline’s Mitopure attracted one famous entrepreneur’s mom — Maye Musk, Elon’s mother. The dietitian promoted the company in 2021 when she signed on as spokesperson.

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Target Goes All-In on Wellness

The retail giant intends to become a healthier place to shop, introducing 1,000+ wellness products at cost-conscious price points

Target is leveling up its product offerings, making wellness its bullseye in 2024.

The Minneapolis-based retailer is introducing over 1,000 new budget-friendly wellness products across apparel, accessories, skincare, supplements, functional beverages, vitamins and tech categories.

For experienced Target shoppers — such as those who will find any excuse to carve out time for a “Target run” — the news likely isn’t all that surprising, considering the retailer has been pushing clean, sustainable and health and wellness products front and center within its aisles, seemingly ramping it up in the last year or so. 

“Wellness has been redefined to encompass a more holistic way of living — and it’s also different for every person,” said Rick Gomez, Target executive vice president and chief food, essentials and beauty officer. “That’s why Target is delivering like no other retailer, offering guests the ultimate destination to support their wellness journey, whether that’s enjoying a non-alcoholic beverage from Sèchey or stocking up on Bloom to get their daily greens.”

Target confirms that hundreds of its new wellness products are exclusive to the retailer, such as non-alcoholic beverages from Ghia and Sechey, fitness equipment and accessories from Blogilates and activewear from All in Motion.

Notably (and in keeping with the latest consumer craze), Target plans to coordinate some styles of its All in Motion activewear with an exclusive assortment of Stanley Tumblers. 

Celeb-founded wellness brands such as Gwyneth Paltrow’s good.clean.goop, Kourtney Kardashian Barker’s vitamin and supplement line Lemme, and beauty and personal care items from Ashley Tisdale’s Being Frenshe can also be found at the popular retailer. 

Supplements and hydration are also having their moment at Target, such as Bloom, Hum, Liquid IV, O Positiv and Podium.

Newer Wellness Brands Land in Target

Over the last four years, Target has ramped up its health-and-wellness vibe within its stores and online presence. 

At the beginning of 2020, the retailer launched All in Motion, its activewear and fitness accessories line. The timing of the nationwide launch couldn’t have been more perfect for Target, as the release coincided with COVID, which led many consumers to seek comfortable activewear for working out (and working from) home. In just one year, Target’s All in Motion collection pulled in an impressive $1 billion in sales.

Gainful, a personalized nutrition and supplement brand, found a spot on Target’s coveted shelves last year after agreeing to an exclusive partnership with the retailer. This past fall, celeb-favorite fitness accessories brand Bala also forged a retail partnership with Target, bringing its fresh and fashionable take on wearable weights with Bala Bangles to a broader consumer base.

Bloom Nutrition, a greens and superfood supplement brand that just secured a sizable investment from the owner of C4 Energy, has also scored a deal with Target. Founded by fitness and wellness influencer Mari Llewellyn, Bloom is the first supplement line to be displayed in Target’s prime retail real estate space: the checkout lane.

Wellness brands featured at Target (credit: Target)

Ozempic, Wegovy’s Impact on Consumer Purchases

As Target has laid the groundwork to be a one-stop-shop for all things health and wellness, the retailer is responding to the influx of consumers who have become increasingly health-focused and interested in self-care practices and products. 

“Our guests are paying close attention to what they put in and on their bodies, from bath and skin care to vitamins and supplements,” noted Cassandra Jones, Target’s senior vice president of merch essentials and beauty, last year. 

The rise of GLP-1 use has also changed the purchasing habits of many consumers, who may have swapped out potato chips for protein powder in their shopping carts. While weight loss medications may be dampening the food and beverage industry, it’s increasing spending room for consumers to invest in wellness and other health-supporting products. 

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Virtual & Online Fitness Market To Top $250B as Demand Rises

Opportunities abound for fitness companies and personal trainers in the red-hot virtual fitness arena

The burgeoning global virtual and online fitness market is anticipated to reach a staggering $256.97 billion by 2032, a substantial increase from its 2022 valuation of $15.82 billion, according to recent findings by The Brainy Insights, a market research firm. Even better — the market is fertile ground for fitness companies and personal training experts. 

Fueling the rapid growth is the demand for augmented reality (AR) and virtual reality (VR) fitness, perhaps accelerated by the pandemic, when consumers leaned even more on technology as a means of connection and to maintain fitness and wellness. The active aging demographic is also contributing significantly to the market’s predicted upward trajectory, as older fitness enthusiasts show interest in online fitness.

Fitness Brands Embrace VR

Several industry leaders are noted in the report for their contributions to the growing virtual/online fitness market, such as Mindbody/ClassPass, Fitbit, Les Mills and Wexer.

Les Mills recently launched Les Mills XR dance as a virtual fitness game that transports holographic professional dancers right into the personal space of Meta Quest 3 users.

Virtual fitness platform FitXR is also banking on the mixed reality (MR) and VR sector, with CEO and founder Sam Cole predicting the technology will soon be found in gyms and fitness facilities. The virtual fitness platform just unveiled Slam, an immersive and gamified MR experience with passthrough capabilities. 

“The gamification aspect of Slam has allowed us to reach an entirely new group of users who are anxious about exercise, and young people who are addicted to sedentary gaming,” Cole told Athletech News. 

Even activewear brand Puma is highlighting the entertaining experience of virtual and mixed-reality fitness, collaborating with Meta Quest at store locations in Germany to promote “the world’s smallest gym.” The pop-up events prompt guests to explore the workouts offered by Meta Quest 3 within a 2m x 2m pod.

Demand for Online Fitness is High

The advantages of virtual fitness are numerous for consumers, benefiting from the convenience and flexibility of a workout on their own schedule and current location. Plus, as the report acknowledges, virtual fitness platforms are often less expensive when compared to conventional gym or studio memberships, with many needing little or no equipment.

With just a few clicks, fitness enthusiasts can access a seemingly unlimited range of workout modalities, including boxing, yoga, dance cardio, Pilates, HIIT, ballet and more. Many fitness providers also offer the option to tailor a workout based on skill level and health goal, further personalizing the online fitness experience.

Can Virtual Fitness Become the New Rx? 

As the report demonstrates, virtual fitness can break down barriers that in-person brands may experience, such as meeting the needs of consumers in geographically remote areas. There are also vast opportunities for fitness platforms to target content and classes based on regional preferences and cultural differences, expanding market penetration. 

Corporate wellness programs and health care providers can consider partnering with virtual fitness companies to promote better health of employees and patients, even prescribing virtual fitness as part of a care plan. While still in the early stages of study, preliminary research suggests that VR exercise can positively impact physiological, psychological and rehabilitative outcomes compared with traditional exercise. 

In alignment with the report, demand for virtual trainers and well-being coaches has also increased 44% year-over-year, according to corporate wellness company Gympass, which published its own findings after analyzing over 250 million check-ins on its platform over the past 24 months.

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Product of the Week: Gainful Personalizes Nutrition Better Than Most

Gainful creates personalized nutrition and supplement packages based on an online quiz, and offers access to registered dietitians
All products featured on Athletech News are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission

Founded in 2017, Gainful is all about personalized performance nutrition. The company provides consumers with customized nutrition and supplement recommendations as well as access to a one-on-one Registered Dietitian.

After taking an online quiz where customers are asked information about their health goals, Gainful recommends a monthly shipment of products tailored to a user’s unique profile, including protein, hydration and pre-workout, along with performance boosts (such as collagen, creatine and fiber).

Athletech News tested Gainful to see if its personalized approach to nutrition is worth the hype. 

Pros

The Gainful quiz was not long but felt comprehensive. It asked about my nutrition goals, experience with nutrition, relationship with fitness, and current exercise routine, among other questions. At the end of the questionnaire, I received a list of products tailored to my own “Gainful System.” 

I was impressed by the product quality. Having tried and tested many protein powders, Gainful’s was among the most delicious. The Protein Powder is unflavored, but Gainful allows users to select flavors that come in individual serving sizes. I found the process of choosing a daily flavor, like Rich Chocolate, Strawberry Cream or Madagascar Vanilla, based on my preferences enjoyable. Similarly, both the Pre-Workout and the Personalized Hydration were subtly sweet and seamlessly integrated into my daily workout routine. 

Gainful’s personalization feature was useful. Many powders over- or under-deliver on protein grams or electrolytes or require a significant amount of research to find the perfect fit. Gainful makes the process easy—it considers whether or not you want to bulk up or lose weight and personalizes products accordingly. The Hydration and Pre-Workout offering also comes with a Caffeinated and Non-Caffeinated option. The packaging was also sleek and subtle, unlike many protein powders. 

credit: Gainful

Cons

Although Gainful markets access to a registered dietitian, using the service didn’t always feel seamless. I received an initial e-mail from my dietitian, encouraging me to reach out with questions, and stating that they expected me to provide updates once a week. I responded to the e-mail with a few questions. The response I received was from a dietitian other than the one to which I was assigned, and it was formatted too much like a customer service response. It would have been better to have a built-in “messaging” system on the platform, even if the dietitians changed. 

The price of the “System” can also be high—my recommended products were a total of around $130 per month. However, many high-end sports nutrition offerings are similarly priced but lack the component of personalization, so Gainful’s cost becomes more palatable.

Lastly, the powders did not include many other vitamins or minerals, unlike some competitors. Adding those in could’ve taken Gainful’s products to the next level by catering to different health needs. 

Final Thoughts

Despite some issues with the dietitian services, Gainful offers fantastic products that capitalize on the growing trend of health and wellness personalization. If you’re looking for a way to simplify your nutritional routine and work toward your goals, consider Gainful.   

Read more ATN Product Reviews here,

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Can Fitness Programs Help Ozempic Users Keep Their Muscle?

A new market has emerged which focuses on maintaining the lean muscle mass of consumers taking popular weight-loss drugs like Ozempic

If 2023 was the year of Ozempic and rapid weight loss, 2024 is shaping up to be the year of safeguarding lean muscle mass.

The promises and popularity of weight loss drugs have caused shrinking waistlines and crippled junk food sales. Still, their effectiveness has come with one downside that has many fitness trainers and medical experts concerned: the potential loss of lean muscle mass. 

Although fitness and wellness industry leaders such as Xponential Fitness, Life Time and Restore Hyper Wellness have embraced GLP-1 services, others are signing on to support weight-loss medication users on their journey by encouraging strength-building and maintaining lean muscle mass.

Leading the way in 2024 is luxury fitness and wellness brand Equinox, which unveiled a personal training program for clients on weight-loss medications shortly after the new year. In addition to mitigating muscle loss, the new program will also help consumers build long-lasting health habits. 

Joining Equinox are several other well-known names in the health and wellness space, all aiming to counteract the unwanted muscle-loss side effects experienced by many GLP-1 users.  

Noom, FitOn Add ‘Muscle Defense’

Digital healthcare company Noom pushed into the market-disrupting weight loss medication space last year with the launch of Noom Med, an obesity care program that uses telehealth services to pair qualified patients with GLP-1 prescribing physicians. 

The digital health company has now expanded its approach, this time in a more holistic way — partnering with digital health and fitness platform FitOn to add a “Muscle Defense” component to its new Noom GLP-1 Companion. 

The program, meant to combat muscle mass loss, is slated to be available this spring.

Although Noom notes the effectiveness of weight loss medications, the digital healthcare platform warns of the problems that can arise if the medications aren’t used in tandem with muscle-building exercises and a high-protein diet.

“We designed Noom GLP-1 Companion with Muscle Defense to be the adjunct diet and exercise program that addresses key dangers associated with taking GLP-1s such as loss of muscle mass,” said Noom CEO Geoff Cook, who joined the company last year. “We believe prescribing the drug without such a program carries dangers, given the amount of muscle mass people often lose while taking a GLP-1 and the fact that most people will stop taking the GLP-1 and regain the weight absent of behavior change, which can potentially lead to future conditions like sarcopenic obesity.”

He added that Noom GLP-1 Companion with Muscle Defense offers protein-tracking, resistance training, behavior change, and expert guidance to promote a healthier outcome when taking GLP-1s.

“It’s critical we not leave people worse off than before they started the medication,” Cook added. “Healthy habits have never mattered more.”

credit: Noom

The new Muscle Defense program incorporates FitOn resistance training exercises that combat sarcopenic obesity and help prevent the reduction of important lean muscle mass.  

“This partnership with Noom combines FitOn’s best-in-class fitness content with Noom’s expert nutrition tracking and guidance to help people taking GLP-1s build muscle mass and set them up for a more successful long-term weight loss journey,” said Lindsay Cook, co-founder and CEO of FitOn.

Obé Fitness, Found Team for ‘MuscleGuard’ 

Streaming fitness platform Obé and Found, a medically-assisted weight care program, have partnered to launch MuscleGuard, a progressive strength training program for those experiencing rapid weight loss from GLP-1s.

Designed to prevent muscle loss and improve body composition, the new program includes the expertise of fitness trainer Melody D. and Dr. Rekha Kumar, Found’s chief medical officer and former medical director of the American Board of Obesity Medicine.

“If weight loss is a goal, regardless of the intervention, it’s crucial to have the best tools and the right information to ensure beneficial and lasting results,” Dr. Kumar said. “The last thing we want to see is people experiencing weight loss with medication while also losing muscle and decreasing their cardio-metabolic fitness in the process.”

credit: Found

MuscleGuard is available on the Obé app or on the web. The new program breaks down its strength training and fitness guidance system into phases, suitable for those new to fitness and experienced fitness enthusiasts.

“Understanding that each individual’s fitness needs and preferences are unique, especially for those losing weight quickly, we’ve developed MuscleGuard,” said Ashley Mills, co-founder & co-CEO of Obé Fitness. “This innovative program is specifically designed to prevent muscle loss, helping people build strength and confidence.”

GNC Debuts Weight Loss Supplement 

Taking a different approach, health and wellness giant GNC has introduced Total Lean GlucaTrim — an over-the-counter weight loss supplement intended to maintain lean muscle mass while supporting healthy blood sugar and insulin levels.

“The team at GNC is hyper-focused on our customers’ health, recognizing the increasing demand for effective weight loss,” said Rachel Jones, MS RDN and senior vice president, chief product innovation and science officer at GNC. “GNC Total Lean GlucaTrim gives consumers an affordable, non-prescription, botanical-focused supplement that’s backed by a team of scientists and dietitians who are passionate about helping people reach their weight loss goals.”

credit: GNC

The health and wellness retailer says its new supplement incorporates a metabolism-boosting botanical blend, a leaf extract that balances blood glucose and insulin after a meal, Chromax to promote optimum glucose and insulin levels, and Berberine to help with blood sugar and weight reduction.

The caffeine-free supplement is meant to be taken daily before the two largest meals of the day, accompanied by a healthy diet and exercise plan.  

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Iron Bull Kettlebell Review (2024): The Price is Right

Whether you lift it, swing it, thrust it, or play hackysack with it, kettlebells can help boost your overall strength, aerobic power, and physical fitness. (1) Despite having loads of competition, the Iron Bull Kettlebell has emerged as one of the best (and most affordable) kettlebells on the market. Forged from cast iron with a powder coat, it comes in a variety of weights — each marked with a different color — that can intensify deadlifts, squats, and numerous other workouts. 

Two different members of our team, including BarBend expert tester and certified nutrition coach Jake Herod, spent several days testing the Iron Bull Kettlebell, incorporating it into exercises such as goblet squats, single arm thrusts, sit-ups, American kettlebell swings, and single-leg Romanian deadlifts. Afterwards, they gave the Iron Bull Kettlebell a score of 1 (lowest) to 5 (highest) in the following categories: 

Workout Experience

Coating

Grip

Delivery

Value

Warranty

We also compared this model to other top-of-the-line kettlebells, combed customer reviews, and dug into Iron Bull’s customer service and warranty information to help you decide whether this is the right piece of equipment for you. We’re personally huge fans of the look, design, and price of the Iron Bull Kettlebell, though we do have some reservations when it comes to the slickness of its grip. Read on as we unpack our experience with it below. 

Iron Bull Kettlebell

Iron Bull Kettlebell

Forged from cast iron with a durable powder coat, these kettlebells are made to last. Plus, color-coded rings indicate each kettlebell’s weight, making it easy to choose the right one for each workout.

Shop Iron Bull

Main Takeaways

This gravity-cast kettlebell consists of a solid piece of cast iron, which benefits its overall durability and balance. 

With a price range of $30 to $125, this kettlebell is between 25 and 50 percent less expensive than models from Nike and Kettlebell Kings.

We like the feel of the grip, but one of the testers found it a bit slick and small for those with larger hands.

Iron Bull Kettlebell Video Review

Our expert tester, Jake Herod, puts the Iron Bull Kettlebell to the test in his detailed video review. Follow along as he talks pros, cons, pricing, and thoughts on who should and shouldn’t buy this kettlebell.

Iron Bull Kettlebell Highlights

Price: $30-$125

Weight Range: 9lbs-70lbs

Materials: Cast iron with powder coat

Grip Thickness: 30mm-40mm

Dimensions: Varies depending on the weight of the bell

Iron Bull’s kettlebell is available in nine different weights — spanning 9 to 70 pounds — that range in price from $30 to $125. For comparison, kettlebells from brands like DMoose and Kettlebell Kings start at $45 and $69.99, respectively. That price point doesn’t come with compromise — both of our testers rated their overall workout experience with the kettlebell a 4.5 out of 5. 

First off, we love that this is a gravity-cast kettlebell, which means it’s made from a single piece of cast iron and has a perfectly flat base. “The gravity cast process works like this: molten metal is poured from above into a kettlebell mold, which allows gravity to form the bell,” explained Herod. “This leads to an evenly balanced product, and without any welds holding the bell and handle together, you won’t have to worry about the connection between the two coming loose over time.”

The 26-pound Iron Bull Kettlebell.

Herod also found it aesthetically pleasing. “I think this is a beautiful kettlebell,” he said, noting that the “bright, shiny” finish on Iron Bull’s powder coat is an improvement over the “dull” matte finish on many kettlebells. 

That said, when training with the 26-pound kettlebell, both of our testers found its grip slightly slick, which resulted in a lack of confidence during heavy swings. “I’ve been known to chalk up more than I probably need to, but in this case, it was justified,” said our tester. “I felt a lot more comfortable with the kettlebell after chalking.” 

The grip thickness ranges between 30 and 40 millimeters, depending on the weight. While both of our testers were able to comfortably get their hands around it, a colleague with larger hands had to drop both pinkies in order to get a grip on it. 

While an excellent kettlebell, Herod emphasized that its most attractive feature is its price. At $30 to $125, the Iron Bull Kettlebell is up to 25 to 50 percent less expensive than comparable models from DMoose and Kettlebell Kings. “This is one of the best budget kettlebell purchases you could make,” he said, rating its value a 5 out of 5. 

Pros

This gravity-cast kettlebell consists of a solid piece of cast iron, which benefits its overall durability and balance. 

The powder coat gives it a bright, aesthetically pleasing look in addition to protecting against chips and corrosion.

With a price range of $30 to $125, this kettlebell is between 25 and 50 percent less expensive than models from Nike and Kettlebell Kings.

Cons

Strength trainers may not like that this kettlebell tops out at 70 pounds. 

Our testers recommend using chalk during heavy swings, as the grip felt slightly slick. 

Those with larger hands may struggle to comfortably fit both hands on the grip. 

Training With the Iron Bull Kettlebell

We’re big fans of the Iron Bull Kettlebell, with our testers celebrating its balanced build, striking aesthetic, and durable powder coat. We did, however, have a few concerns after putting it to the test with American kettlebell swings, goblet squats, and single-leg Romanian deadlifts, among other movements. Let’s break them down below. 

Handle Grip and Comfort

We rated the Iron Bull Kettlebell’s grip a 3.5 out of 5, with both of our testers noting a “slight slickness” to the powder coat handle of the 26-pound weight. “In a gym with the heat on, I’d say the grip definitely felt a little slick and sweaty,” said Herod.

This wasn’t an issue during squats, deadlifts, and thrusters, but it did prove distracting during swings, “I’d definitely recommend using chalk if you’re planning on doing heavy swings with this kettlebell, especially if you’re sweaty.” 

A BarBend tester working out with the 26-pound Iron Bull Kettlebell.

Depending on the weight, this kettlebell’s grip thickness can range between 30 and 40 millimeters. Our tester, who admitted they had small hands, had no issues getting both hands around it, but that may not be the case for those with larger mitts. “When a colleague of mine tested the 26-pound kettlebell, he had to drop his pinkies to get a grip on it,” said our tester. 

Weights

Most athletes will be satisfied with the nine available weights — 9, 13, 18, 26, 35, 44, 53, 62, and 70 pounds — in Iron Bull’s kettlebell corral, but serious strength seekers may be let down by its lack of heavier options. Nike, for example, manufactures kettlebells up to 88 pounds, while Rogue and Kettlebell Kings have options up to 203 pounds. “One of the only reasons to not purchase one of these kettlebells is if you need more than 70 pounds of weight,” said Jake Herod, BarBend’s expert product tester. 

Herod also noted that the weight of each Iron Bull Kettlebell is evenly balanced with a flat base, a result of the gravity-casting process. Also, because this manufacturing process creates each kettlebell from a single piece of cast iron, there’s no welding binding the bell to the handle, which means there’s no risk of that welding coming loose over time. Swing, thrust, and deadlift it all you like — this kettlebell is with you for the long haul. 

If you’re planning on scooping up multiple Iron Bull kettlebells, their color coding will provide a helpful visual cue for identifying their weights. With vibrant pops of red, purple, pink, green, and orange, they can also help liven up gyms cloaked in varying shades of gray. 

Surface Finish

This cast iron kettlebell has a powder coat finish that works to prevent chips, scratches, and corrosion. It’s also nice to look at, having been described by our testers as “shiny,” “beautiful,” and “cool.” Herod, especially, found the design to be an improvement over the “dull matte finish” you’ll find on many kettlebells. He rated its coat a 4 out of 5, noting that, though it feels and looks great, it could be a little grippier. 

A BarBend tester holding up the 26-pound Iron Bull Kettlebell.

Herod also appreciated that Iron Bull’s logo, which is stamped on each kettlebell, doesn’t jut out from the iron as much as logos do on other kettlebells. “When the logos are too prominent, I find they can chafe the skin during cleans or other movements where I’m pressing the kettlebell against my body,” he said. 

What to Consider Before Buying the Iron Bull Kettlebell

A cast iron kettlebell is something you’ll likely have in your gym for a long time, so it’s worth it to weigh your options before buying one. As you research the best kettlebell for your needs, we’d recommend zeroing in on its price, dimensions, and weight options.

Weight Options

Iron Bull offers its kettlebell in nine available weights: 9, 13, 18, 26, 35, 44, 53, 62, and 70 pounds. For most athletes, that should be plenty to provide a challenge during strength training sessions. If you’ve big gains in mind for your glutes, though, you may find a 70-pound cap to be limiting to your growth. 

While DMoose offers the same weight range as Iron Bull, kettlebells from brands like Rogue and Kettlebell Kings go up to 88 and 203 pounds, respectively. “I think one of the only reasons to not purchase one of these kettlebells is if you need more than 70 pounds of weight,” said Jake Herod, BarBend’s expert product tester. 

Price

Kettlebells don’t come cheap, and price is a key factor when you’re likely to be picking up more than one. Iron Bull’s are some of the most affordable, high-quality kettlebells we’ve tested, with Jake Herod, BarBend’s expert product tester, calling them “one of the best budget kettlebell purchases you could make.”

Their lightest kettlebell, which clocks in at 9 pounds, will run you $30. Compare that to 9-pound kettlebells from Kettlebell Kings and DMoose, which cost $69.99 and $45, respectively. REP Fitness and Rogue’s kettlebells run for similar prices to Iron Bull, but the latter lacks color coding and the former lacks a powder coat finish.

You’ll also want to consider shipping costs, which can drive up the price exponentially. Iron Bull offers free shipping on orders over $150, but Kettlebell Kings and DMoose offer it on all orders. Whether you’re buying a single kettlebell or a whole set, you’ll want to weigh all of your options (including shipping costs) in order to make the most of your budget. 

Size and Dimensions

To ensure you’re performing exercises safely, you’re going to want a kettlebell with a handle you can comfortably wrap both hands around. The grip thickness of Iron Bull’s kettlebells ranges between 30 and 40 millimeters, depending on the weight, which is standard for powder coat kettlebells.

The Iron Bull Kettlebell’s logo doesn’t jut out too much, ensuring it won’t chafe the skin during cleans.

That said, those with larger hands may want to test out a few different sizes before purchasing. Though both of our testers had no issues wrapping their hands around the 32-millimeter handle of the 26-pound weight, a colleague with larger hands found they had to drop their pinkies to get their mitts on it. 

Iron Bull Kettlebell Vs. The Competition

On the surface, there’s not much that distinguishes one kettlebell from another. By comparing the Iron Bull Kettlebell to some of its most popular competitors, though, you can see where they differ in areas like price, weight range, warranty, and shipping. We also included the REP Fitness Adjustable Kettlebell so you can see where an adjustable option lands in relation to traditional kettlebells. 

As you can see, the Iron Bull Kettlebell is the least expensive option here, though there are areas where its competitors demonstrate their appeal. Kettlebell Kings, for example, provides a larger weight range than Iron Bull, and also slips a rubber base on each of its bells. They also back up their bells with a lifetime warranty. Iron Bull offers a limited lifetime warranty, which means it covers defects in materials and workmanship, but does not cover standard wear and tear. 

Also, Kettlebell Kings, REP Fitness, and DMoose all offer free shipping, while Iron Bull charges for shipping on orders under $150. If you’re planning on buying just a single kettlebell, that could impact your decision. 

If you’re looking for variety but pale at the price of a full set, an adjustable option with removable weight plates is worth investigating. Though REP Fitness’ least-expensive adjustable kettlebell costs $25 more than the heaviest Iron Bull kettlebell, it may save you money in the long run, with its five-in-one design relieving you of having to purchase five individual weights. Like most adjustable kettlebells, though, REP’s caps out at 40 pounds, which is 30 less than Iron Bull’s heaviest kettlebell. 

Places to Buy the Iron Bull Kettlebell

You can buy the Iron Bull Kettlebell through Iron Bull’s website. 

Warranty

The Iron Bull Kettlebell is backed by a limited lifetime guarantee, which covers defects in materials and workmanship, but not standard wear and tear. Iron Bull also offers a 30-day money back guarantee. As such, we scored its warranty a 4 out of 5. 

Customer Experience

Iron Bull offers free shipping in the U.S. for orders over $150, as well as a 30-day return and exchange window for eligible items. We were unable to find a phone number for customer support, though you can initiate the return and exchange process using their website’s online portal. You can also email them at support@ironbullstrength.com

Company Information

Iron Bull specializes in top-quality strength equipment — barbells, dumbbells, kettlebells, plates, racks, and benches — and the sleeves, wraps, straps, and belts necessary to train safely. The company works to encourage community among its faithful, with its Iron Squad membership offering customers the opportunity to trial new products and get early word about product drops and promotions. 

In Conclusion

Kettlebells are an excellent addition to any gym, capable of adding a challenge to upper- and lower-body workouts that target a wide array of muscles. There’s plenty we like about the Iron Bull Kettlebell, from its gravity-cast construction and striking powder coat to the colors affixed to each bell to make weight identification easy. 

We did, however, have a few issues with the grip, which we found a touch slick during swings. But with nine available weights at a price of $30 to $125 — between 25 and 50 percent less expensive than some of its competitors — we find them to be one of the most budget-friendly (and high-quality) kettlebells on the market. You just may want to order them with a side of chalk. 

FAQs

How much does the Iron Bull kettlebell cost?

The Iron Bull Kettlebell comes in nine different weights — 9, 13, 18, 26, 35, 44, 53, 62, and 70 pounds — and costs between $30 and $125. This is roughly the same amount you’ll pay for kettlebells from REP Fitness and Rogue, but between 25 and 50 percent cheaper than powder coat kettlebells from DMoose and Kettlebell Kings, respectively.

What’s the heaviest Iron Bull kettlebell?

Iron Bull’s kettlebells span 9 to 70 pounds. While that should be plenty for the average user — many athletes opt for kettlebells between 26 and 44 pounds — serious strength trainers may be disappointed by the 70-pound cap. There are heavier options available from other brands, however — Kettlebell Kings, for example, offers kettlebells up to 203 pounds.

Are Iron Bull kettlebells cast iron?

Yes. Iron Bull offers two different types of kettlebells. Both are forged from a single piece of cast iron and feature a corrosion-resistant black powder coat. One, however, comes with a vinyl coating that works to reduce noise and protect your floors and equipment.

The post Iron Bull Kettlebell Review (2024): The Price is Right appeared first on BarBend.

The 72 Best Gym and Fitness Memes of All Time

Fitness and humor might seem like an unlikely pairing, but just like peanut butter and jelly, they’re a match made in heaven when it comes to memes.

Take a break from counting reps or steps and join us for a laughter-filled workout of a different kind.

Whether you’re a gym rat, a weekend warrior, or someone who considers walking to the fridge as exercise, we’ve got something for everyone.

So, grab your protein shake, find a comfy spot, and get ready to flex your funny bone.

The Best Fit memes of All Time

How Many Sets Left?

Accurate

Don’t Skip Leg Day

Did You See?

Shhhhhh

We Crushed It Bro

We Get It Though

Good Fat

Anyway

The Best Leg Day

Blocked

Guilty

You Know What I Did Today?

We Hate You Too

No Reason

Win Win

Sounds About Right

Nope

So Fit!

Train Harder

You’re Not Alone

Guilty, Again

You’re Hot!

Is That Multitasking?

100% Badass

100% Agree

Gym For Life

Deadlift > Cardio

Training Side-Effects

It’s a Beautiful Thing

You’ve Achieved 100%

I’m Going All Out

The Texting Rack

Just Kidding Bud

True Story

Don’t You Dare

Meal Prepping Is Easy

It Does, Though

Exactly

Where’s The Gym

You Snooze You Lose

You Done Bro?

He Said It

She Ain’t Wrong

Have You?

Hold My Beer

What’s That Exercise’s Name Again?

Next Set, Guys

That’s Done

Go Train

Asking For A Friend

What’s So Funny?

Do We Need Rest Days?

Kidding (Kind of…)

Looking Good Bud

I’m So Ripped

Yup

I Miss You Already

Just Leave Me Here

Only 50 Second’s Left

Me Neither

I Look Jacked

Nope

Awwwww Thank You

Much Easier

Ughhh

Best Salad Ever

Whoaaa There

What, You Don’t Believe Me?

No, But Seriously?

Please Don’t

It Happened Again

Lystus Ebosele (84KG)  Raw Squats 240 Kilograms for a Double

Irish powerlifting star Lystus Ebosele has rapidly climbed the rankings in the last couple of years. She was Junior European Champion in the European Powerlifting Federation (EPF) in 2022 and followed that up by taking the International Powerlifting Federation (IPF) junior world title in Romania in 2023.

Ebosele is well known as a big squatter. She hit 235 kilograms (518 pounds) in knee sleeves at the 2023 IPF World Junior Powerlifting Championships (WJC) in Cluj-Napoca, Romania, on her way to her first world title.

It seems as though Ebosele will be leaving those numbers in the dust very soon though, judging from her most recent training update. She posted a video to her Instagram page on January 21, 2024, wherein she raw squatted 240 kilograms (529 pounds) for two repetitions. Check out the lift below:

In the video, Ebosele used knee sleeves, wrist wraps, and a lifting belt to assist her lift. The first rep looked smooth and comfortable, but she sank the second rep deeper and struggled during the ascent.

The barbell nearly stopped twice, but Ebosele battled through to lockout. In her caption, Ebosele wrote that she had performed the best squat and worst squat of her life in the same set.

The IPF Junior world record in the 84-kilogram class is currently USA’s Amanda Lawrence‘s 243 kilograms (536 pounds), set in Helsingborg, Sweden, at the 2019 IPF Classic World Championships (CWC). Although still a Junior, Lawrence won the Open world title at that contest.

With Ebosele making easy work — at least of the first rep — of 240 kilograms (529 pounds), she seems set to mount a challenge to Lawrence’s squat record soon. Ebosele will lift next at the Arnold Sports Festival UK on March 15, 2024, in Birmingham, UK.

The powerlifting competition at the Arnold UK is an Open class event, meaning Ebosele will not be able to “chip” the record (i.e., she can’t add the half-a-kilo (one pound) increment permitted for record attempts). In an Open class competition, athletes can chip Open class records but not Junior records. Ebosele will need to squat 245 kilograms (540 pounds) rather than 243.5 kilograms (537 pounds) to claim the record.

Ebosele’s performance at the Arnold promises to be something special. The entire event will be live-streamed for free on the British Powerlifting YouTube channel.

Featured image: @_fit.stys on Instagram

The post Lystus Ebosele (84KG)  Raw Squats 240 Kilograms for a Double appeared first on BarBend.

How CrossFit Athlete Josh Bridges’ Training Has Changed at 40 Years Old

Former United States Navy SEAL and six-time CrossFit Games athlete Josh Bridges’ competitive career highlight is a second-place finish at the 2011 Games behind four-time Fittest Man on Earth® Rich Froning. Bridges last competed as an elite Individual at the CrossFit Games in 2018 to a 31st-place finish.

Though Bridges doesn’t compete at the highest level of CrossFit anymore, he still maintains a consistent training regimen. His current programming, dubbed “Operation LFG (Look and Feel Good),” focuses on sustaining high fitness standards while maintaining a harmonious work-life balance.

On Jan. 21, 2024, Bridges published a video on his YouTube channel detailing his training philosophy, which has shifted to emphasizing sustainability and overall well-being after turning 40. Check it out below:

A Balanced Approach to Strength and Conditioning

Bridges’ workout routine combines strength training with metabolic conditioning. He opened the training session with an upper-body strength split using moderate weights and higher repetitions. 

Strength Work

Bench Press — 4 x 8-10

Incline Dumbbell Press — 3 x 12-15

Seated Bent-Over Rear Delt Raise — 3 x 15

Bridges believes proper form is more important than lifting heavy when bench pressing. He focuses on rep tempo, performing slow eccentrics when the goal is hypertrophy

[Related: A New Study Reveals 2 Training Techniques to Maximize Muscle Growth]

Bridges limits his rest between sets to 90 seconds to maintain his desired training intensity.

Conditioning (‘Fight Gone Bad’ Style)

Five rounds for reps:

One-minute Row (for calories)

One-minute Devil’s Press (45-pound dumbbells)

One-minute Strict Pull-Ups

One-minute Front Squat (135 pounds)

One-minute rest

At age 40, Bridges adapts his workouts to prevent burnout and injury. His conditioning workout featured strict pull-ups rather than a kipping alternative and lighter front squats, demonstrating his shift toward movements that limit injury risk.

Comparison is the thief of joy, so do what you’re capable of and go on from there. Don’t compare yourself to others.

In a “Fight Gone Bad” workout, Bridges does not reset nor pause the clock between exercises, mandating an immediate transition to the next station after each minute. He scores one point per rep (one calorie on the rower is one rep).

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

 

A post shared by Joshua Bridges (@bridgesj3)

[Related: How to Do a Picture-Perfect Overhead Squat for Olympic Lifting, CrossFit, and More]

Core Strength and Stability

Strict toes-to-bar and L-sits are staples in Bridges’ training because they build a strong core, which is crucial for long-term fitness and injury prevention.

Core Accessory Work

Strict Toes-to-Bar — 3 x 10

Dips — 3 x 15-20

L-Sit Hold — Accumulate 60 seconds

Bridges prescribed knees to elbows or anchored sit-ups as scaled alternatives for athletes working up to perform the more advanced movements.

2024 CrossFit Open

The 2024 CrossFit Open is the universal kick-off to the 2024 CrossFit season. The first of three Open workouts, 24.1, will be announced on Feb. 29, 2024.

More CrossFit Content

What Colten Mertens Thinks Is Wrong With CrossFit Programming

Rogue Fitness Announces “The Thunder Challenge”

How to Get Into CrossFit as an Older Adult

Featured image: @bridgesj3 on Instagram

The post How CrossFit Athlete Josh Bridges’ Training Has Changed at 40 Years Old appeared first on BarBend.

Jesus Olivares Raw Deadlifts 16 Kilograms Over World Record in Prep for the 2024 Sheffield Championships

Superheavyweight powerlifting superstar Jesus Olivares is leaving nothing behind as he prepares to return to the UK to defend his title at the 2024 Sheffield Powerlifting Championships. Last year, Olivares took home £30,000 in prize money for his raw total (in knee sleeves) of 1,152.5 kilograms (2,541 pounds) — more than anyone else on the planet.

Olivares’ raw deadlift world record in the International Powerlifting Federation (IPF) stands at 410 kilograms (904 pounds). He seems likely to blow right past that number at the 2024 Sheffield, judging by his recent deadlift progress in training. Check out Olivares’ colossal 426-kilogram (939-pound) deadlift — a staggering 16 kilograms more than the IPF raw world record — published on his Instagram page on Jan. 19, 2024, below:

Using only a lifting belt to assist with intra-abdominal pressure, Olivares set up in his familiar conventional stance and took the barbell in a mixed grip. The bar moved well, and Olivares showed no sign of struggle or a sticking point, suggesting that he had not yet found his limit.

Olivares subsequently posted a side view of the same lift. Check it out below:

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Jesus Olivares (@mega.gojira)

At the 2023 Sheffield Championships, Olivares broke the deadlift world record twice. On his second attempt, Olivares locked out 399 kilograms (880 pounds), breaking Ray Williams’ long-standing deadlift world record.

With more left in the tank, Olivares took 410 kilograms (904 pounds) for his final lift. It was initially turned down by the referees, two-to-one, for soft lockout. However, the jury disagreed and awarded the lift to the rapture of the two thousand-strong crowd who cheered the roof off Sheffield City Hall.

Perfection is unattainable, but improvement is in reach.

Olivares will next lift at the 2024 Sheffield Championships on Feb. 10, 2024. This competition has an unusual format in which 12 male athletes and 12 female athletes from various weight classes compete together and are scored on the proportion of the total world record in their class achieved on the day. The highest proportion takes the top prize of £25,000 (nearly $32,000). Bonuses of £5,000 (approximately $6,350) are given for any Open class IPF world record broken.

Olivares seems within reach of the squat world record. During his contest prep, Olivares surpassed his deadlift world record by an incredible 16 kilograms (35 pounds) — notably, he will not have to cut any weight as he competes in the superheavyweight class. If Olivares breaks the raw squat and raw deadlift world records at the 2024 Sheffield, he will surely break his total world record as well. A first-place finish would bag Olivares £40,000 (approximately $50,800).

The 2024 Sheffield promises to be an exciting event. It can watched for free on SBD Apparel’s YouTube channel on Feb. 10, 2024.

Featured image: @mega.gojira on Instagram

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