Pvolve, HigherDose Partner on Mindfulness Classes

The fitness brand has teamed up with the at-home wellness tech company to offer three new rest and recovery-focused classes

Pvolve has partnered with HigherDose to bring rest and recovery-focused classes to its platform. In addition to its in-person studio presence, the omni-channel fitness brand offers over 1,300 on-demand and streaming workouts, which will now include three classes tailored to different states of relaxation and rejuvenation. 

The new classes available on the Pvolve website and app are: 

Rest & Reset Cooldown: focused on winding down one’s mental state after stressful days. 

Rest & Reset Active Stretch: dedicated to promoting mindfulness and a physical-mental connection. 

Rest & Reset Sculpt & Stretch: focused on grounding a mind-body connection and promoting mental acuity and awareness. 

Users can complete the classes on HigherDose’s popular PEMF (Pulsed Electromagnetic Field technology) mat to enhance their rest and recovery experience. 

Both brands have been growing rapidly, fueled by consumer interest in a holistic approach to health and wellness.

HigherDose was founded by Katie Kaps and Lauren Berlingeri in 2016 to bring high-tech recovery tools to the masses, and Pvolve, which offers functional fitness workouts, was founded in 2017 after Rachel Katzman was inspired to bridge the gap between fitness and healthcare.

“HigherDose’s mission is inspired by the fact that there are more saunas than people in Finland because that country’s residents are educated about well-being,” Berlingeri said in a conversation with Athletech News last month. “The opportunity here is expanding upon that notion, making empowered self-healing and longevity accessible to the masses with efficacious products.”

credit: HigherDose

By partnering with Pvolve, HigherDose aims to educate consumers about ways to integrate its technology and methodology into workouts and everyday practices.

As Pvolve looks to educate more consumers about the benefits of its functional fitness method, the company has also released clinical studies demonstrating its workouts’ impact on flexibility, balance, mobility and stability for women aged 40 years and above.

The Jennifer Aniston-affiliated fitness brand has been growing rapidly, with 47 franchise locations sold and nine open locations, six of which are franchised studios. Pvolve’s first franchise studio opened in San Diego just one year ago. 

credit: Pvolve

Throughout April, Pvolve members will receive 15% off HigherDose products, and those who purchase a package will receive a free gift of Serotonin Soak, which is infused with magnesium, French green clay, and algae. Consumers who spend $100 or more at HigherDose will receive a one-month Pvolve membership. 

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Need to Run a Faster 10K in Four Weeks? Here’s Your 10K Training Plan From a Running Expert

Many athletes view the 10K run as the happy medium between a 5K and a half marathon. If you’re like many new runners, you might think that you can run it at your 5K pace — but that’s a quick way to wipe yourself out. Trying to tackle a longer distance without training for it specifically is often a recipe for exhaustion.

Experienced runners know that you can’t prepare yourself to reach an optimal 10K — 6.2 mile — run pace by biking or putting in long rounds on the elliptical. And while they can help, even the best running shoes can’t make up for a lack of training. To help you out with your plan, I sat down for a discussion with elite running coach Lee Whitaker. With our assistance, you can assemble the right series of workouts to make a 10K less daunting.

10K Training Plan

When I talked to Whittaker, who designs workout programs for elite runners of all ages and distances and is a top-tier ultra-distance runner himself, he emphasized the importance of strength training in your running routine.

So in addition to training runs, Whitaker also created cross-training workouts for runners that incorporate strength work.

[Read More: How Many Steps in a Mile? Calculate by Height and Pace]

Many 10K training plans will take about 16 weeks. What follows is a four-week model that you can use as a skeleton to customize your training program as needed (but more on that below).

Each week of this training program includes:

One complete rest day

One long run

One medium run

One speed run

One threshold workout

One recovery run

One complete rest day

Two strength training sessions (concurrent with less intense running days)

You do not have to do each of these workouts. One long run, one speed run, and one recovery run along with one weight training session will suffice. Only attempt the full scale of this training program if you are an experienced runner who can handle an eight-mile run in your first week of official 10K prep.

To spend eight or 16 weeks in this training program, reduce the mileage by half or a quarter for each long run. Then, increase the length of time of this training program to an eight- or 16-week program. 

[Read More: The Best Leg Exercises for Muscle & Strength, According to a PhD]

In that case, you’d start week one with a two- or four-mile long run, then a 3-or 4.5-mile long run in week two, etc. Scale back each other workout proportionately as needed.

Week 1 

Week 2 

Week 3 

Week 4 

Modifications

For beginners and athletes trying to run their first 10K from the starting line to the finish line without stopping, Whitaker says:

“I would advise runners to almost exclusively focus on light aerobic running of two to three continuous miles for maybe the first two weeks, and as many as three rest days early on. After that, they can gradually increase the mileage and reduce the number of rest days to two, and then one.”

How to Train for a 10K

To help you reach your eventual 10K goal pace, you’re going to mix an assortment of different running styles, each of which has a specific aim. Because a 10K run still has a speed component — it’s not a 26-miler, after all — you’re probably going to end up doing speed runs more than you would with marathon training.

Speed Run

On the surface, speed work may not seem like it has a place in a training plan to prepare you for a distance run. But when you’re preparing your body to sustain the fastest race pace you can sustain for 10 kilometers, your training days need to make room for speed.

[Read More: The Best Bodyweight Exercises, + Workouts and Tips From a CPT]

A 10K is still a relatively fast event even though it’s an aerobic event, and a very high percentage of the metabolism involved is aerobic metabolism,” explains Whitaker. “But you’re using that anaerobic system and you’re creating lactate and all the waste products that enter your bloodstream. You have to be able to clear and tolerate lactate at various points in the race to get your best time. You have to be efficient, and that efficiency comes from doing the speed work and training at those intensities in the proper way.”

Long Run

For most runners, 6.2 miles is a distance event. So, you’ll need to build up your aerobic system to run it to the best of your ability. This means you should plan to have lots of longer distance runs on your 10K training schedule.

Being able to go 60 to 120 minutes is a sweet spot,” says Whitaker. “So when you’re training, it’s way more about the time the body is at that aerobic threshold than the mileage itself.”

Recovery Run

Recovery runs consist of relatively easy runs at a pace that would normally be your warm-up or cool-down speed. Even though you do these runs methodically and easily, they are still an important part of your training plan. 

[Read More: The Best Mobility Exercises From a Physical Therapist (+ Tips)]

I’m a huge fan of active recovery,” Whitaker tells me. “A recovery run is a session of active recovery where we make sure the body’s moving and muscles are getting warm and we’re circulating our blood. It’s also about getting the heart rate up just a little bit and having a little bit more aerobic capacity work done in a way that minimizes the likelihood of injury. Again, this isn’t about the mileage; it’s about the time your body spends in that state.”

Strength Training

Studies suggest that strength training significantly improves VO2 max and running economy over and above what is achievable through running alone. (1) That’s one reason runners regularly include strength training in their workouts. 

[Read More: The Best Treadmills with Screens, As Chosen by Our Experts]

I tend to put the strength training on the shorter aerobic days,” explains Whitaker. “Strength training is great for the prime movers, like the quads, hamstrings, and glutes. It’s also good to train some of the ancillary muscles and the smaller stabilizing muscles. Then I always recommend doing a good bit of core work. Runners use their cores a lot. You can probably put the core just about anywhere in the week; it’s not taxing your lower body and your legs too much.”

Average 10K Times

RunningLevel has compiled an authoritative list of the average 10K running times based on age and experience level. This is an exceptional reference list for you to review to gauge your present level of running skill, and also to motivate you to ascend to greater heights or lower times.

[Read More: Expert Tested: The Best Treadmills for Running]

Here are the stats for the women’s category. 

[Read More: The 10 Best Treadmills for Walking, Researched and Tested by Our Team]

There isn’t enough widespread data currently available on nonbinary runners. But, if they choose, athletes can decide to average times for their age group and experience level, or simply select the time they’re aiming to get to based on their goals and athleticism.

Frequently Asked Questions

Still have questions about how to structure a 10K training plan? The answers below will help you start off on the right foot.

How long does it take to see results from a 10K training plan?

Whitaker suggests that you should begin to feel some noticeable improvements in your body conditioning after two weeks of training

What should my weekly mileage be when training for a 10K race?

According to Whitaker, it’s less about mileage and more about spending a certain amount of time in the aerobic or anaerobic training zones. For example, Whitaker says a recovery run can be anywhere from two to six miles depending on time and the runner’s comfort level. Therefore, weekly mileage can range from 10 to 40 miles.

How long does it take to train for a 10K race as a beginner?

Whitaker cautions that most distance running coaches will identify 16 weeks as the necessary time for a runner — especially at the beginning of their journey — to achieve their full potential during any c. You can feel free to modify the above four-week workout plan by scaling down the initial weeks and using the first few weeks to gradually scale up.

Editor’s Note: The content on BarBend is meant to be informative in nature, but it should not be taken as medical advice. When starting a new training regimen and/or diet, it is always a good idea to consult with a trusted medical professional. We are not a medical resource. The opinions and articles on this site are not intended for use as diagnosis, prevention, and/or treatment of health problems. They are not substitutes for consulting a qualified medical professional.

References

Prieto-González P, Sedlacek J. Effects of Running-Specific Strength Training, Endurance Training, and Concurrent Training on Recreational Endurance Athletes’ Performance and Selected Anthropometric Parameters. Int J Environ Res Public Health. 2022 Aug 29;19(17):10773. 

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“Paris Is the Ultimate Goal”: Lasha Talakhadze (+109KG) Will Not Lift at 2024 IWF World Cup

Since 2016, weightlifting fans all over the world have expected major competitions to close out with a bang. Georgian super-heavyweight and two-time Olympic Champion Lasha Talakhadze, who lifts in the final event of every weightlifting meet in the Men’s +109-kilogram division, has routinely ensured that things end on a high note.

On Wednesday, Apr. 10, 2024, sources close to BarBend informed that Talakhadze will not compete in the Men’s +109-kilogram event at the 2024 IWF World Cup on Apr. 11. The multi-world-record holder will weigh in to confirm his eligibility for the Olympics, but will not return to the stage after athlete introductions.

[Related: “I Was Ready for the World Record”: Meso Hassona Injured, Withdraws From 2024 IWF World Cup]

Talakhadze’s team did not specifically indicate why he won’t perform at the Cup this year. Speaking to BarBend from Phuket via text, Weightlifting House founder and lead event commentator Seb Ostrowicz remarked on Talakhadze’s status:

“I spoke with Lasha after he watched his teammate compete today. He said Paris was his ultimate goal, but said he wouldn’t lift [at the Cup].”

Ostrowicz refers to the Men’s 109-kilogram session, which took place on the evening of Apr. 10 in Phuket. Talakhadze’s teammate Zaza Lomtadze won the bronze medal in the Total there, placing behind Azerbaijan’s Dadas Dadashbeyli and 2020 Olympic Champion from Uzbekistan Akbar Djuraev.

Furthermore, Ostrowicz also indicated that Bahrain’s Gor Minasyan, the world’s number-two ranked super-heavyweight, won’t perform at the Cup either: “[Gor] put in a 60-kilogram entry Total, an international signal that he intends to only weigh in.”

Can Lasha Talakhadze Win the 2024 Olympics?

Talakhadze is the world’s most dominant male weightlifter by a wide margin. He’s won every single weightlifting meet he’s attended since 2013, including seven European Championships, seven World titles, and two Olympic golds (2016, 2020). He also holds the snatch, clean & jerk, and Total world records in his category.

Talakhadze’s lead over the rest of the world’s best super-heavyweights has begun to shrink in recent years as he’s battled several significant injuries throughout the Paris qualification cycle. Talakhadze withdrew from the 2024 European Championships in February as well — at the time, his coach had declared their intent to compete in Phuket to, “retain the feeling of the podium.”

Lasha must retain the feeling of the podium.

Georgi Asanidze, Team Georgia head coach

[Related: The Best Weightlifting Belts You Can Buy]

Despite his recent stint of stage-shyness, Talakhadze remains the favorite to win gold this August at the 2024 Olympics. At his last competition, the 2023 World Weightlifting Championships, Talakhadze won with a 473-kilogram Total and a 13-kilo lead against silver medalist Varazdat Lalayan.

When the two met at Talakhadze’s peak at the 2021 World Championships, Talakhadze won by a 35-kilogram margin (492 to Lalayan’s 457). The Georgian giant’s decade-long grasp of the +109-kilogram category may be loosening, but a third gold medal in Paris remains a safe bet.

More Weightlifting News

Weightlifter Tian Tao Announces Retirement From International Competition

Olivia Reeves Wins 2024 IWF World Cup With Triple Personal Records

Hampton Morris Sets First Senior Men’s World Record for USA in Over 50 Years

Featured Image: @talakhadzelasha_official on Instagram

The post “Paris Is the Ultimate Goal”: Lasha Talakhadze (+109KG) Will Not Lift at 2024 IWF World Cup appeared first on BarBend.

From Marathon Runner to World’s Strongest Man: Mitchell Hooper Reveals His Strength Secrets 

Mitchell Hooper, an unlikely champion in the world of Strongman, shocked everyone when he won the coveted World’s Strongest Man title in 2022. His path was unconventional, a testament to the power of focused training and self-belief.

Speaking at a recent kinesiology conference, Hooper shared his inspirational story of going from a dedicated marathon runner to a record-breaking strongman in just a few years. He candidly admitted, “I did not have a natural inclination for this sport…the intention was to experience what other people experienced.”

Hooper’s Top Strength Strategies

Hooper outlined his unique approach, which surprisingly doesn’t rely on complex, cutting-edge techniques.  Here’s the breakdown:

1. Progressive Overload: Small Gains, Big Results

The Principle: Progressive overload isn’t just about adding weight. It’s a multi-faceted strategy to push your limits gradually. Hooper recommends a focus on 2-5% increases per week.

How to Apply:

Weight: Add small increments (5lbs on barbell, 2.5lbs on dumbbell) each week.

Reps: Increase the number of times you lift a given weight.

Sets Add an extra set to your existing routine.

Tempo: Slow down the eccentric (lowering) phase of the lift or incorporate pauses for greater muscle tension.

Rest intervals: Shorten them for a higher intensity workout.

2. Respect the Nervous System: Recovery is King

The Risk: Overtraining taxes your central nervous system, leading to fatigue, injury, and decreased performance.

Hooper’s Solution: Take planned deload weeks every 4-5 weeks, reducing the intensity and volume of your workouts.

How to Apply:

Reduce weight: Drop the weight you usually lift by 30%.

Cut sets: Reduce the number of sets you do by 50%. Active Recovery: Don’t skip workouts altogether. Focus on light cardio or mobility exercises.

3. Basic Movements: The Foundation of Strength

Strongman = Everyday Strength: Hooper believes that excelling in pushing, pulling, overhead pressing, squatting, hinging, and carrying translates directly to real-world strength and the demands of Strongman competitions.

How to Apply

Focus on Compound Lifts: These exercises work multiple muscle groups simultaneously (squats, deadlifts, overhead press, bench press, pull-ups, rows).

Perfect form before Load: Master the proper technique before piling on the weight.

Progression Applies Here Too: Use principles of progressive overload to get stronger at these core movements.

4. Common-Sense Warm-Ups: Injury Prevention

Priming the Body: Hooper aims to increase body temperature and induce a light sweat before intense lifting. 

How to Apply:

Light Cardio: A few minutes of jogging, rowing, or jumping jacks gets blood flowing.

Dynamic Stretching: Arm circles, torso twists, leg swings – focus on movements rather than static stretches.

Working Sets with Lighter Weight: Start with a few lighter sets of your intended exercise.

5. Simple Recovery: The Basics Matter Most

Beyond Fancy Tools: Hooper ditches ice baths and massages in favor of sleep, nutrition, and stress management.

How to Apply:

Sleep: Aim for 7-9 hours of quality sleep each night.

Nutrition: Focus on whole foods, plenty of protein, and adequate hydration.

Stress Management: Find activities that help you relax – walking, meditation, reading

The Competitive Advantage

Hooper’s success proves that basic dedication yields impressive results. However, he does have one unique tool in his arsenal: the Airwav performance mouthpiece.  “It’s not big, it doesn’t restrict your breathing, and I was stronger from my first workout using it,” he said, citing the science-backed benefits for oxygen intake and strength.

He uses the Airwav mouthpiece for several reasons related to strength performance and oxygen efficiency:

Improved power output: Hooper found an immediate strength boost in his first workout with the Airwav mouthpiece. This is likely due to the way it positions the jaw in a way that optimizes muscle recruitment for increased power throughout the body, especially during lower body exercises.

Oxygen intake: While there’s still research being done on this, Airwav claims their mouthpiece promotes a more open airway. This could potentially lead to improved oxygen consumption during exercise, aiding in endurance and recovery.

Scientific basis: Even though it seems like a simple device,  Hooper was drawn to the fact that Airwav backed their product with research, both on their website and in independent studies. This gave credibility to the claims of performance improvement.

How it works (theory):

Jaw Positioning: The Airwav mouthpiece slightly repositions the jaw.  This  aligns the temporomandibular joint (TMJ) in a way that optimizes the recruitment of muscle fibers necessary for strength and power production.

Breathing Path: The device also has the potential to slightly widen the airway. This might allow for enhanced oxygen intake and easier breathing during intense exercise.

Important disclaimer: While Mitchell Hooper firmly believes in the benefits of Airwav, it’s essential to remember that individual results may vary. Consider it a potential tool alongside the core principles of training and recovery that truly underpin his strength success.

Health-Focused Athlete

In a world of extreme training and physiques, Hooper stands out with his emphasis on staying healthy. “I want to be the healthiest version of myself,” he proclaims. The goal isn’t simply to lift the most, but to live well and inspire others.

A Message for Future Strength Champions

His final advice: “Don’t be afraid to do things that scare you. Just go out there and chase what you’re genetically capable of.”

This former marathon runner turned World’s Strongest Man shows that strategic training, a balanced approach, and unshakeable belief can transform anyone into a champion.

Watch the full video:

What Is Hysterical Strength? Mitchell Hooper Breaks Down Sports Psychology

The reigning World’s Strongest Man (WSM) and Arnold Strongman Classic (ASC) champion Mitchell Hooper published a video on his YouTube channel wherein he interviewed executive coach Ken Smithmier to discuss sports psychology and explore how it can improve athletic performance.

Hooper also explores the concept of hysterical strength, which refers to instances of people exhibiting extraordinary feats of strength in dangerous situations. He suggests this phenomenon reflects the mind’s potential to unlock hidden physical reserves.

“[Hysterical strength] is an excellent anecdotal series of case studies to say if your brain is in the right spot, and you have the right levels of adrenaline, and a good control of arousal, you can do way more than you ever think that you could,” Hooper said. Check out the video below:

Sport psychology involves training the mind for competition through mental skills training (MST). (1) “In sports psychology, many people will talk about visualization,” said Hooper. “I have hit 15 podiums in a row I think this is largely because I can have a very good psychologically balanced approach.” Sports psychology interventions have been shown to moderately improve performance. (2)

“Personally, I have always veered away from anything related to psychology,” said Hooper. “I have been to a psychologist in the past for mental health purposes, and I didn’t find it very enjoyable for me.”

However, Hooper has come around to the idea and believes that a strong mental approach is essential for athletic success. Smithmier’s approach to sports psychology is based on a tool called the ‘Judgment Index,’ which helps assess a person’s values and how well they align with their actions.

Hooper took the Judgment Index test, which, according to the Ohio Bureau of Workers’ Compensation is “a measurable, quantifiable assessment of a person’s value system and. capacity for good judgment.” The results revealed that Hooper is a “people-dominant thinker,” meaning he prioritizes building relationships with others. Additionally, Hooper is self-critical and undervalues his own accomplishments.

“It wasn’t until I was on 13 podiums in a row that I could convince myself that it wasn’t a coincidence,” confessed Hooper. “I actually am this good. I actually have this capacity to continue moving forward.”

Hooper believes that sports psychology can be a valuable asset for athletes to help them improve their mental well-being and better understand themselves. Hooper concludes by rating the value of sports psychology its importance an eight out of 10. He believes that mental health is a crucial aspect of overall well-being and that neglecting it can hinder athletic performance.

References

Hammermeister, J., & VonGuenthner, S. (2005). Sport psychology: training the mind for competition. Current sports medicine reports, 4(3), 160–164. https://doi.org/10.1007/s11932-005-0061-1

Lochbaum, M., Stoner, E., Hefner, T., Cooper, S., Lane, A. M., & Terry, P. C. (2022). Sport psychology and performance meta-analyses: A systematic review of the literature. PloS one, 17(2), e0263408. https://doi.org/10.1371/journal.pone.0263408

Featured image: @mitchellhooper on Instagram

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Military vs Crossfitters: 5 Grueling Events Decide WHO’S FITTER

In a battle of the fittest, crossfitters Lauren Stallwood and Corinna Coffin went head-to-head against military athletes Callie E. Forbes and Killa Silla in a five-event fitness competition. 

The throwdown included:

High-Altitude Skydiving: A heart-pounding test of bravery, kicking off the competition with a 12,000-foot jump.

Strength Gauntlet: A three-part battle of power featuring deadlifts, pull-ups, and bench press.

Rope Climb: A race against time, demanding agility and upper body strength to conquer the rope.

Swim Relay: A 200-meter freestyle test, showcasing unexpected strengths and weaknesses.

Puggle Stick Duel: A martial arts-inspired finale where the last athlete standing wins.

Test of Courage: High-Altitude Skydiving

The competition kicked off with a heart-pounding skydiving challenge, designed to test not only physical fitness but also mental fortitude. With a stomach-churning drop from an altitude of 12,000 or 13,000 feet, both teams had to conquer their fears and land safely before transitioning to the demanding physical events that awaited them.

Strength Gauntlet: A Battle of Power and Endurance

After landing, they immediately launched into the Strength Gauntlet, a three-part test of pure power and muscular endurance. The first event was the deadlift, a classic exercise that challenges an athlete’s ability to lift a barbell off the ground from a bent-over position.

This round favored the military athletes, with their experience in carrying heavy loads translating well to deadlift success.

Next came the pull-up challenge, where both teams dueled on a pull-up bar. This event demanded upper body strength and grip strength, with both crossfitters and military athletes known for their impressive pulling power.

The competition was fierce, with each team member aiming for as many repetitions as possible within the allotted time.

The Strength Gauntlet concluded with the bench press, a test of pushing power focused on the chest, shoulders, and triceps.

Here, the crossfitters emerged victorious, showcasing the benefits of their well-rounded training regimen that emphasizes compound movements like the bench press.

Rope Climb: Agility and Technique Take Center Stage

Following the Strength Gauntlet, the competition transitioned to the rope climb, an event that demanded both upper body strength and agility.

Athletes had to ascend a rope as many times as possible within a set time limit, showcasing their technique and grip strength. This event played to the crossfitters’ strengths, as their training often incorporates rope climbs, allowing them to secure a crucial lead in the competition.

Swim Relay: Pushing Through Unfamiliar Territory

The tables turned again in the swim relay, where teams competed in a 200-meter freestyle relay race. While crossfit workouts are known for their diverse nature, swimming isn’t always a central focus.

The military athletes, on the other hand, often incorporate swimming into their training, and their familiarity with the pool paid off. This event highlighted the importance of well-rounded fitness, where even the most unexpected skills can make a difference.

Puggle Stick: A Gritty Finale

With the score tied 3-3 heading into the final event, the tension was palpable. The puggle stick duel, a martial arts exercise popular in the military, involved using poles to try and sweep your opponent off their feet.

The competition was fierce, with both teams displaying impressive grit and determination. Each round ended in a draw, pushing the competition to a thrilling final showdown.

In the face of a stalemate, the outcome hinged on the final puggle stick battle. With nerves running high, Shai, one of the military athletes, battled a leg cramp but fought valiantly.

Ultimately, the military athletes emerged victorious in this final showdown, clinching the win with a score of 4 to 3.

Watch the video here:

CEO Corner: How Amy Neary Grew Prime IV Hydration & Wellness

Neary’s fast-growing IV therapy franchise opened its 100th location at the end of 2023 and could have up to 750 units by the end of 2027

The best businesses are forged out of a healthy mix of inspiration, execution and adaptability. Amy Neary, founder and CEO of Prime IV Hydration & Wellness, has used all three to build one of the country’s fastest-growing wellness franchises. 

After noticing a trend of consumers seeking access to vitamin infusion therapy, Neary created Prime IV in 2017; the wellness brand offers IV treatments designed to fight fatigue, boost energy, improve aging and more. In 2020, Neary made the fateful decision to open Prime IV up for franchising, setting the stage for impressive growth over the past several years. 

Prime IV opened its 100th location at the end of 2023 and is planning to open nearly 100 locations in 2024 alone. On its current growth trajectory, Prime IV could have up to 750 locations by the end of 2027.

Athletech News spoke with Neary about her inspiration for creating an IV therapy brand, how Prime IV approaches the business of franchising, and what could come next for Prime IV in terms of new locations and therapy offerings.

This conversation has been lightly edited for clarity and length. 

Athletech News: Can you tell us a bit about your background and why you decided to create Prime IV Hydration & Wellness in 2017?

Amy Neary: It was quite a journey. I’d owned a couple of laboratories in Colorado Springs for over a decade and by 2017, I noticed something was changing in our marketplace, as a lot of our loyal customers who were coming in for B12 shots started asking about IV therapy. Those labs I owned were part of a franchise system, so I went to them and asked if IV therapy was something they would be interested in, and the answer was, “Absolutely not.” They were right to say that since it didn’t match who we were in the lab. 

I then took IV therapy on as my own business. If I was going to build something from scratch, I wanted to make sure our formulations were the best in the country and that we were healing people’s bodies and administering nutrients in the best way possible. The research part of it was a joy for me because of my pre-med background in biology and chemistry. The hardest part was traveling across the country to every IV location I could find just to figure out what was missing in the industry to see where we could truly do something great. 

credit: Prime IV Hydration & Wellness

ATN: What are the key health benefits of IV therapy?

AN: The biggest part is that you get 100% absorption from the nutrients that we administer via IV compared to 10 to 30% absorption via most types of vitamins. That’s how we help heal people at a cellular level. We help people with everything from boosting immunity to anti-aging to athletic performance. We have a treatment called NAD+, which has a profound impact on people’s brain health. A Myers’ cocktail, which has been around for 50-plus years, helps people with migraines and chronic fatigue. These are things you can’t get in a regular over-the-counter vitamin.

ATN: Has public awareness surrounding the benefits of IV therapy grown over the 7 years since you founded Prime IV? 

AN: It’s becoming more well-known. I think post-COVID, people are seeking ways to be proactive with their health. I don’t think people want to end up on 5 to 10 medications and age really poorly like their parents. That’s a sick-care model versus a healthcare model. Seven years ago, when I told people about what I did, they just kind of tilted their heads in question. Now people either know someone who has benefited from IV therapy or they do it themselves. It definitely feels like it’s here to say. 

credit: Prime IV Hydration & Wellness

ATN: Prime IV opened its 100th location in late 2023 and now has even more spas open across the country. What have been the biggest keys to that quick growth?

AN: A few things: Our success as a business model in and of itself has been incredible. Right off the bat, when I opened my first location, it was extraordinarily successful, and our early adopters have had extraordinary success.

Then it’s our absolute dedication to serving and supporting our franchisees. I’ve seen what can happen to a brand that grows too fast, so I knew having the right people and systems in place would keep us thriving. We created an internal sales team that’s headed up by my husband. These are people who really care about our brand and about the people who become a part of our brand. We ask them pretty much every week, “Who have you said no to this week?” The internal care that we take in the selection process and who we allow to come into the brand has made us much stronger from the inside out.

Another thing is word of mouth. We have a huge portion of franchise partners who have referred others, or they have been referred by existing franchise partners who were having success running their own Prime IV locations. 

ATN: How big can Prime IV become domestically and potentially internationally?

AN: We’re currently working to expand into Canada. That’s our most concrete international expansion goal right now. Domestically, we have over 240 locations sold. We use an incredible, AI-driven software that says there’s an opportunity to have upwards of 1,000 units nationwide. I’m much more comfortable with around 500 to 750 units. That’s where I see us maxed out. 

ATN: Was franchising always the plan for Prime IV?

AN: No, it wasn’t even on my radar when I started in 2017. It’s an interesting story of how it happened. I was asked to speak at a conference in San Antonio for the other franchise system I was a part of. There, I was introduced to a woman named Heidi Neville, who told me she’d heard that I started an IV hydration business and that if I ever decided to franchise it, she wanted to be my first franchisee. It was a moment in time that changed my life because we’ve since become great friends. She’s been with me since the beginning. 

We opened our first franchise in the middle of COVID. That was Heidi, who held her grand opening in March 2020. 

ATN: What does Prime IV look for in franchise partners?

AN: It’s about the person, whether they want to follow our system, be good stewards of the brand and help people in their communities. That matters much more than where they’re located. We’ve often been surprised by the huge success we’ve had in locations with small populations. Idaho Falls is a great example. When we opened in Idaho Falls, I was concerned because it was a very different demographic from where we’d been successful. I didn’t know if people were going to gravitate to IV therapy there. But they’ve absolutely crushed it.

ATN: Will Prime IV look to add additional wellness services beyond IV therapy?

AN: Yes, although I want to be very cautious with what we add because I want to stay true to who we are. We’ve integrated peptide therapy, including semaglutide, a GLP-1 agonist that’s been proven to be powerful for weight loss. That’s made a great impact for us.

We do have another new treatment that I’m really excited about, but it’s not yet ready. It’s something I’ve been researching and keeping up with for over a decade. I never thought I’d be able to offer to the world, but life is funny, and here I am. It’s a therapy that’s changing men’s and women’s lives as they age. We’re in beta tests right now, and we’re going to be announcing it later in the year.

The post CEO Corner: How Amy Neary Grew Prime IV Hydration & Wellness appeared first on Athletech News.

The 2024 World’s Strongest Man Events Revealed

The 2024 World’s Strongest Man (WSM) contest is scheduled for May 1-5, 2024, in Myrtle Beach, SC. While several athletes on the roster remain outstanding, including two replacements for the recent withdrawals of Mateusz Kieliszkowski and Martins Licis, many WSM champions and WSM podium finishers will clash on the sandy beach under a hot sun.

Mitchell Hooper will aim to defend his crown, and former two-time WSM Tom Stoltman and 2020 WSM Oleksii Novikov, among other elite contenders, will attempt to dethrone Hooper. On April 9, 2024, the 2024 WSM Events for the Qualifying Stage and Final were revealed. They are as follows:

[Related: 2024 Europe’s Strongest Man Preview]

2024 World’s Strongest Man Events

The Qualifying Stage will determine which 10 of the 30-athlete field advances to the Final.

Qualifying Stage

Webster Stones

Deadlift Ladder

Sandbag Steeplechase

Globe Viking Press

Car Walk

Stone-Off

Final

KNAACK Giant’s Medley

Max Axle Press

Keg Toss

Reign Total Body Fuel Conan’s Wheel

BFGoodrich Tires HD Terrain Deadlift

Atlas Stones

[Related: ICYMI: Strongman Graham Hicks Is in the Guinness Book of World Records for Deadlifting a Tower Bell]

 
 
 
 
 
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A post shared by SBD World’s Strongest Man (@theworldsstrongestman)

[Related: How to Do the Log Press for Massive Overhead Strength and Power]

The Qualifying Stage is scheduled for the first two days of competition, My 1-2. May 3 is a rest day before the top 10 athletes from the Qualifying Stage enter the 2024 WSM Final on May 4-5.

Featured image: @theworldsstrongestman on Instagram

The post The 2024 World’s Strongest Man Events Revealed appeared first on BarBend.

Plunge Launches Pop-Up Tub To Make Cold Plunging More Accessible

The cold plunge company unveiled its Evolve Series, which includes affordable and portable tub offerings
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Plunge has launched four new products in a bid to make cold water immersion therapy more accessible. The Evolve Series offerings include an inflatable, portable cold plunge tub, a pop-up offering, and technological improvements on Plunge’s core offerings.

The price points of the new tubs are significantly lower than Plunge’s standard offerings and can be paired with the PlungePure Pro Chiller, Plunge’s water cooling and filtration system. The Chiller can maintain a water temperature of 37 degrees Fahrenheit even in 120-degree Fahrenheit climates. It also includes smartphone connectivity for remote monitoring.

The four new products include:

PlungePure Pro Chiller, an IoT-enabled water cooling and filtration system that includes a new variable speed to make the chiller even quieter. Retails for $3,499.

Ice Bath Pop-Up, an entry-level, pop-up cold plunge tub that can be used with just ice or the optional PlungePure Chiller. Retails for $150 for just the tub or $3,490 for the tub and chiller.

Plunge Air, an inflatable, portable tub that is easily transportable in an accompanying backpack. Retails for $1,190 f0r the tub alone or $4,490 for the tub and chiller.

Plunge Evolve XL, a premium model for home use. Retails for $3,690 for the tub alone or $6,990 with the chiller. 

With the new products, Plunge looks to tap into a different segment of the market that may want an introduction to cold plunging at an even lower price before investing in a larger model.  

“We’re always aiming to stay ahead of the curve in the cold plunging experience, with our pursuit of making it accessible to everyone,” Plunge co-founder and co-CEO Ryan Duey said of the new releases. “Our ladder of product offerings allows for a scalable journey: start with the basics like the Plunge Air and progress to advanced tools like the Evolve XL and PlungePureTM Pro Chiller as you evolve in your cold plunging practice.”

credit: Plunge

The new products come on the heels of Plunge’s launch of its premium, higher-priced All-In tub and the Plunge Sauna.

In an interview with Athletech News last year, Duey stated that he and co-founder and c0-CEO Michael Garrett founded Plunge back in 2020 to fill the need in the market for a more affordable way to cold plunge. The company’s signature tub is $4,990, which is around $3,000 less than many top competitors in the market.

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Myzone Hires New CEO Amid International Push

Jay Worthy, the former president of Life Fitness who helped expand the equipment giant internationally, will look to do the same for Myzone

Myzone, the fitness technology company and social platform known for its heart-rate tracking tech, has hired Jay Worthy as group CEO as it eyes international growth. The move comes six months after Myzone appointed David Stalker to the same position. 

Worthy formerly served as president of Life Fitness and vice president at Brunswick Corporation. With Life Fitness, Worthy paved the way to a successful private equity transaction for the equipment brand in 2019 before assuming a role with Brunswick Corporation, Life Fitness’ parent company. There, he spearheaded international expansion and sought out new business ventures.

He’s expected to do the same now with Myzone as the company aims to expand its worldwide influence, supporting industry bodies, club operators and governments in the U.S. and abroad in their bids to tackle what Myzone describes as the world’s “inactivity crisis.”

Worthy is accompanying the Myzone team at the FIBO trade show in Germany this week to meet with existing partners and explore new opportunities. Conversations will surely take place around the brand’s latest innovation, MZ-Open, which makes the company’s heart rate training ecosystem available via Apple and Android smartwatches.

“I am incredibly excited to join the team at Myzone,” Worthy said. “I’ve used Myzone consistently for more than 4 years and am honoured to have the opportunity to lead a business that has supported my own wellbeing journey as well as hundreds of thousands of individuals around the world, through its unique, community-driven wearable technology.”

credit: Myzone

Stalker, who joined Myzone as Group CEO this past October and led the brand’s Europe, Middle East and Africa unit for five years before that, will stay on in an advisory role. Stalker will support Worthy on global expansion and networking projects.

“After 35 years at the forefront of the fitness industry, I have decided to step down from my day-to-day duties at Myzone to prioritise spending time with my family and to pursue other business interests,” Stalker said. “The last five years have been an incredible journey with Myzone. I am proud of what we have accomplished together and I am delighted to remain involved as a strategic advisor.”

“Jay and I have been long-time friends and colleagues in the industry and his appointment brings a fresh perspective and a wealth of knowledge to help drive future growth,” Stalker added.

Myzone founder Dave Wright commented that Worthy’s appointment marks a new chapter for Myzone.

“His extensive industry experience, not to mention his personal Myzone Hall of Fame status, uniquely positions him to lead the company through this next phase of growth,” Wright said. “I’d also like to express my heartfelt appreciation to David Stalker for his support, leadership and dedication to Myzone. His continued involvement will be instrumental as we move forwards.”

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