Nadia Stowers just shocked the strongwoman world with a jaw-dropping 690-pound long bar deadlift, setting a new personal record. But this lift is more than just a number—it showcases the intense preparation, physical strength, and mental focus needed to compete at the highest levels of strength sports. In this article, we’ll break down exactly how Nadia achieved this massive feat, explore the unique challenges of the long bar deadlift, and dive into the science behind lifting extreme weights. Whether you’re a fan of strength sports or looking for inspiration to push your own limits, Nadia’s story will motivate and surprise you.

The Context of the 690-Pound Deadlift PR

What is the Long Bar Deadlift?

The long bar deadlift, unlike its standard counterpart, is performed with an extended barbell. This variation presents unique challenges due to the increased length of the bar, which affects balance and stability. Athletes must exert more control throughout the lift to manage the bar’s tendency to shift under such heavy loads.

One of the key factors that makes this lift especially difficult is the grip. The wider spacing of the plates on a long bar can challenge even the most experienced lifters. Additionally, the extra length increases the bar’s flex, making it harder to generate consistent force from the floor to lockout.

Nadia’s Previous Deadlift Records

Before achieving this new PR, Nadia had already proven herself with several impressive deadlift records. Her previous bests included lifts in the 600-pound range, showcasing her steady rise through the ranks. This 690-pound deadlift represents a new milestone, underscoring the rapid progression she’s made in a relatively short time.

Nadia’s success speaks to her methodical approach to the sport, steadily increasing her deadlifting power while pushing her limits with each competition.

Technical Breakdown of the Lift

Key Elements of Nadia’s Technique

Nadia’s long bar deadlift technique is nothing short of exceptional. She relies on a well-balanced stance, ensuring her feet are positioned slightly wider than shoulder-width to accommodate the longer bar. Her grip is critical, with both hands firmly holding the bar in a double-overhand position that maximizes control.

Core stability plays an equally significant role. Throughout the lift, Nadia demonstrates impeccable bracing, allowing her to maintain proper spinal alignment while preventing energy leaks. This stability ensures that she can transition from the pull off the floor to the lockout without compromising form.

Challenges of Lifting 690 Pounds

Deadlifting 690 pounds puts enormous strain on key muscle groups such as the glutes, hamstrings, and lower back. The cardiovascular demand at this level is also intense, with the body requiring a burst of energy to complete the lift in a short amount of time.

Elite athletes like Nadia face a heightened risk of injury when working with such loads. However, experienced lifters manage this risk through careful technique, conditioning, and awareness of their body’s limits. For Nadia, maintaining optimal form was crucial in avoiding any potential setbacks during this massive lift.

Training Regimen and Preparation

Nadia’s Training Program

The key to Nadia’s success lies in her rigorous training program. In preparation for her 690-pound PR, she focused on building strength through compound movements such as squats, deadlifts, and rows. These exercises target the posterior chain, a vital muscle group for deadlifting success.

Nadia’s training also incorporates accessory lifts designed to improve grip strength and core stability—two areas essential for long bar deadlifting. Additionally, she emphasizes speed work to enhance her explosiveness, ensuring she can power through the sticking points of a heavy lift.

Role of Nutrition, Recovery, and Mental Preparation

Nutrition and recovery play pivotal roles in Nadia’s routine. To fuel her body for such intense training, she consumes a high-protein, nutrient-dense diet that supports muscle growth and repair. Adequate sleep and rest days are equally important, allowing her body to recover fully between sessions.

Mental preparation is another cornerstone of Nadia’s success. In the lead-up to her PR, she focused on visualization techniques and setting small, achievable goals to keep her mind in a competitive state.

What Makes This PR Stand Out

Comparison with Other Athletes

Nadia’s 690-pound long bar deadlift is not only impressive but also sets her apart in the strongwoman community. While several top-tier athletes have managed lifts in the same weight class, few have approached this number using the long bar variation. This places Nadia among the strongest women in the sport, particularly when compared to competitors who specialize in more conventional lifts.

Breaking Barriers for Women in Strength Sports

Nadia’s lift is a testament to the progress women are making in strength sports. Historically, the focus has been on male athletes in powerlifting and strongman events, but women like Nadia are challenging that narrative. Her success encourages more women to participate in strength competitions, pushing the boundaries of what’s possible.

The Impact on the Strongwoman Community

Social Media and Fan Reactions

Following Nadia’s lift, social media lit up with reactions from fans and fellow athletes. The strongwoman community, known for its camaraderie and support, celebrated her achievement as a collective victory. Nadia’s PR was shared widely across Instagram, YouTube, and other platforms, giving her the visibility that athletes in niche sports often struggle to attain.

This kind of exposure is crucial for the sport’s growth, as it highlights the incredible feats that strongwoman competitors are capable of and draws attention to a wider audience.

Inspiring the Next Generation of Strongwomen

Nadia’s lift serves as a source of inspiration for young athletes entering the sport. By pushing the limits, she shows that the ceiling for women in strength sports is still rising. Aspiring competitors now have a role model who demonstrates that with hard work and dedication, previously unimaginable goals are within reach.

What’s Next for Nadia Stowers?

Upcoming Competitions and Goals

After achieving this PR, the question on everyone’s mind is: What’s next for Nadia Stowers? As one of the sport’s top competitors, she will likely set her sights on breaking even more records in future events. Her next challenge could be targeting world records or aiming to dominate in new strength disciplines.

Long-Term Career Ambitions

Long-term, Nadia’s place in the strongwoman landscape looks promising. With growing visibility and potential sponsorships on the horizon, her career will likely extend beyond just competitions. Media opportunities, brand collaborations, and public appearances could be in store, giving her an even larger platform to inspire others.

The Science of Elite Deadlifting

Physiology of Lifting Extreme Weights

Deadlifting 690 pounds requires the activation of nearly every major muscle group. Key contributors include the glutes, hamstrings, quadriceps, and lower back, which generate the power to lift the bar. The core muscles help stabilize the body, preventing injury and maintaining alignment throughout the movement.

Fast-twitch muscle fibers are critical in such feats, as they provide the explosive force necessary to overcome the weight’s inertia. At this level, the central nervous system also plays a significant role, coordinating muscle contractions and maintaining focus during the lift.

Little-Known Facts About Biomechanics

At the elite level, small changes in technique can make a substantial difference. For example, shifting the weight slightly onto the heels can help athletes engage the posterior chain more effectively. Similarly, proper breathing and bracing techniques are essential for preventing injury and maintaining stability under such heavy loads.

Introduction

Craig Richey has become one of the most influential voices in CrossFit, blending his role as an athlete with his skills as a content creator. Through his YouTube channel, “Team Richey,” Craig shares training tips, behind-the-scenes CrossFit moments, and insights into his journey—offering valuable lessons for beginners and experienced athletes alike. But how did Craig go from fitness enthusiast to CrossFit advocate? In this article, we’ll uncover the story behind his rise, explore his training secrets, and reveal the impact he’s had on the global CrossFit community. Ready to dive in?

Early Life and Background

Before diving into the world of CrossFit, Craig Richey had an active interest in fitness and sports. Raised in the UK, he developed a competitive spirit early on, driven by his passion for athleticism. Although little is publicly known about his education, it’s clear his determination and work ethic were shaped during his formative years.

Initially, Craig explored conventional fitness training, focusing on strength and conditioning. His love for pushing his physical limits naturally led him toward CrossFit, where he found a community that combined his interests in both functional fitness and competition. This transition to CrossFit marked a turning point in his career and laid the foundation for his future successes.

Entry into CrossFit

Craig’s attraction to CrossFit began with the sport’s unique approach to fitness, which emphasized not only strength but also endurance, speed, and agility. He embraced the challenge of constantly varied functional movements and quickly became hooked on the CrossFit lifestyle.

Like many CrossFitters, his early experiences included local competitions and training in smaller, community-based gyms. His journey from a CrossFit enthusiast to a professional athlete was filled with challenges, from improving technique in complex movements to learning how to optimize his nutrition for performance. Craig’s determination and adaptability allowed him to overcome these obstacles, which eventually catapulted him into a more professional CrossFit approach.

Founding ‘Team Richey’

Team Richey was born out of Craig’s desire to document his CrossFit journey and share his experiences with a larger audience. Alongside his partner, Jas, Craig began vlogging their daily workouts, competitions, and lifestyle. Their content resonated with viewers, creating a dedicated community of CrossFit enthusiasts from all over the world.

What sets Team Richey apart is their focus on both elite athletes and the average CrossFitter. Their vlogs, product reviews, and athlete interviews provide valuable insights to anyone interested in fitness, whether they are seasoned athletes or newcomers to the sport. By showcasing the highs and lows of CrossFit, Craig and Jas built an authentic and relatable brand that continues to grow.

CrossFit Competitions and Athletic Career

As an athlete, Craig Richey has participated in various CrossFit competitions, showcasing his competitive nature and physical capabilities. While he may not have yet reached the elite level of the CrossFit Games, his personal achievements and milestones within the sport are impressive.

Throughout his athletic career, Craig has set personal records in various movements, including Olympic lifts like the snatch and clean & jerk. His training methodologies emphasize well-rounded fitness, focusing on everything from strength to mobility. Like any athlete, Craig has faced setbacks, including injuries that threatened to sideline his progress. However, he has always been transparent about these challenges, using them as opportunities to inspire others to stay committed despite obstacles.

YouTube and Social Media Influence

Craig Richey’s rise as a CrossFit YouTuber is a testament to his savvy content strategy. With over 350,000 subscribers, his channel serves as a hub for CrossFit news, workouts, product reviews, and athlete interviews. Key milestones in his YouTube career include vlogs from the CrossFit Games, which have garnered millions of views, and his insightful collaborations with top athletes.

Craig’s content is not just entertaining; it’s informative. He breaks down complex CrossFit movements, provides nutrition advice, and reviews CrossFit gear, all while maintaining a friendly and approachable tone. Some of his most popular videos include behind-the-scenes footage from major CrossFit events and instructional content designed to help viewers improve their own fitness routines.

Jas plays a pivotal role in shaping the Team Richey content. Her presence adds another layer of relatability to their videos, and together, they’ve cultivated a supportive online community that feels like a fitness family.

Advocacy for the CrossFit Community

Craig Richey isn’t just an athlete and content creator—he’s also an advocate for the CrossFit community. His content often highlights the inclusive and community-driven nature of CrossFit, focusing on the idea that fitness is for everyone, not just elite athletes.

One of Craig’s primary messages is that CrossFit can be scaled to all fitness levels, making it accessible to anyone willing to put in the effort. He frequently advocates for mental health and well-being, emphasizing the role fitness plays in improving overall quality of life. Additionally, Craig has used his platform to voice his support for positive changes within CrossFit, especially regarding its leadership and the evolution of the CrossFit Games.

Entrepreneurship and Business Ventures

Over the years, Team Richey has evolved from a YouTube channel into a business. Craig and Jas have successfully monetized their content through sponsorships, partnerships, and brand deals with prominent companies like WIT and Gymshark. They’ve also released their own merchandise, further expanding their brand’s reach.

Craig’s entrepreneurial spirit shines through in his collaborations with fitness-related businesses. Whether promoting supplements, apparel, or gear, Craig maintains a commitment to authenticity, ensuring that the products he endorses align with his values and the needs of his audience.

The Role of Transparency and Authenticity

One of the reasons Craig Richey has amassed such a loyal following is his authenticity. He’s never afraid to show the highs and lows of his CrossFit journey. From sharing personal setbacks, like injuries, to revealing the hard work behind his achievements, Craig’s openness resonates with viewers.

In his videos, Craig balances entertainment and education, providing valuable insights while keeping his audience engaged. His transparency and willingness to share the less glamorous aspects of CrossFit make him relatable, especially to those who may feel intimidated by the sport’s more extreme elements.

Influence on CrossFit’s Global Growth

Craig Richey has been instrumental in promoting CrossFit on a global scale. Through his digital presence, he has helped bridge the gap between European and North American CrossFit audiences, while also raising awareness of CrossFit in underserved markets.

His international collaborations with gyms and influencers have expanded the sport’s reach, contributing to its growth beyond its original core. By featuring gyms from around the world and sharing the experiences of CrossFitters from diverse backgrounds, Craig has helped bring the CrossFit community closer together.

The Future of Team Richey and Craig’s CrossFit Journey

Looking ahead, Craig’s journey in CrossFit shows no signs of slowing down. Whether or not he continues to compete at a high level, his focus on content creation and community-building will remain central to Team Richey’s future projects.

There are also hints of future ventures, including potential expansions into new types of content or business collaborations. As CrossFit’s digital presence grows, Craig Richey will likely play a significant role in shaping the sport’s online landscape, continuing to influence and inspire future generations of athletes.

Conclusion

Craig Richey’s impact on CrossFit goes beyond his athletic accomplishments. Through his content creation, business ventures, and community advocacy, he has become a key figure in promoting the sport’s values and accessibility. His journey as both an athlete and influencer has left an indelible mark on the CrossFit community, and his influence will undoubtedly shape its future for years to come.

To follow Craig’s journey and engage with his content, check out Team Richey on YouTube and social media, and see how his unique perspective continues to inspire the CrossFit world.

Denzel Washington’s Return to Historical Epics

Denzel Washington’s role in Gladiator 2 is one of the most talked-about aspects of this highly anticipated sequel. Known for his powerful performances and intense preparation, Washington’s return to historical epics has fans excited. How did he prepare physically and mentally for this demanding role? What can we expect from his character’s influence on the storyline and younger cast members? Dive in to uncover how Washington is set to bring his legendary skills to Ridley Scott’s ancient Rome.

Their history together ensures a solid creative foundation. Scott’s directorial style, known for its grand scope and intricate attention to historical detail, matches well with Washington’s ability to embody complex characters. This partnership raises the stakes for Gladiator 2, where Washington is expected to bring his unique blend of intensity and emotional nuance to the role.

Given the actor’s impressive resume, audiences expect his character in Gladiator 2 to be a natural evolution of the commanding, yet deeply human figures he has portrayed. The possibility that Washington will play a mentor to Lucius (Paul Mescal) adds anticipation, especially for fans of both actors.

Each role Washington takes is a masterclass in dedication, and this project continues his legacy of transformative performances, preparing him for what could be one of the most anticipated releases of his career.

The bench press is a classic chest exercise, but relying on it too much can limit your muscle growth. If you’re stuck in a plateau or dealing with nagging injuries, it’s time to switch things up. In this article, you’ll discover 10 alternative chest exercises that target different muscle fibers, boost strength, and sculpt a bigger chest. Ready to break through your limits and unlock new gains? Keep reading to find out how to supercharge your chest workouts.

The Downside of Over-Benching

Imbalanced Chest Development

Overemphasizing the bench press can lead to uneven chest development. Most lifters notice overdevelopment in the middle of the chest, while areas like the lower or inner chest remain undertrained. This imbalance makes your chest look less defined and symmetrical.

Risk of Injury

Constantly pressing heavy weights puts a lot of strain on your shoulders, wrists, and elbows. Shoulder impingement is a common issue for heavy bench pressers, which can sideline you for weeks or even months.

Muscle Plateaus

When you stick to the same exercise, your muscles adapt. Over time, the bench press will lose its effectiveness, leading to plateaus in both strength and muscle gains. To keep progressing, you need to challenge your chest muscles with new movements.

Lack of Functional Strength

The bench press is great for pushing weight, but it doesn’t always translate to real-world strength. Adding exercises that improve stability, range of motion, and functional strength will help you perform better in everyday activities and other lifts.

Alternative Chest Exercises to Build Massive Growth

Incline Dumbbell Press

Target Area: Upper chest.

Why it Works: The incline dumbbell press allows for a greater range of motion than the bench press. It emphasizes the upper chest, which is often neglected in traditional flat benching, and helps to create a fuller, more balanced chest.

Pro Tip: Experiment with the bench’s incline angle to target different parts of the upper pectorals.

Chest Dips

Target Area: Lower chest.

Why it Works: This bodyweight exercise is highly effective for building functional strength. Dips hit the lower chest and triceps while promoting full range of motion.

Pro Tip: Lean forward during the movement to emphasize chest activation instead of triceps engagement.

Cable Crossovers

Target Area: Inner and outer chest.

Why it Works: Cable crossovers maintain constant tension on the chest throughout the entire range of motion, which maximizes the pump and full muscle activation.

Pro Tip: Adjust the pulley height to focus on different parts of the chest. For example, a high pulley position emphasizes the upper chest, while a low pulley hits the lower chest.

Landmine Press

Target Area: Upper and middle chest.

Why it Works: The landmine press is a unilateral exercise that improves stability and coordination. It also activates your core while helping to build a thicker chest.

Pro Tip: Focus on pressing slowly during the concentric phase to engage more muscle fibers.

Dumbbell Pullovers

Target Area: Chest and lats.

Why it Works: Dumbbell pullovers stretch and engage the chest in a unique way, working through a different range of motion compared to pressing movements.

Pro Tip: Keep your core tight to prevent arching your lower back during the movement.

Floor Press

Target Area: Mid and lower chest.

Why it Works: By stopping the range of motion before full elbow extension, the floor press reduces shoulder strain while still allowing for maximum chest activation.

Pro Tip: Use a controlled tempo to increase time under tension and stimulate more growth.

Single-Arm Dumbbell Bench Press

Target Area: Full chest with core stabilization.

Why it Works: This unilateral movement helps fix imbalances between the right and left sides of your chest. It also challenges your core to stabilize the body while pressing.

Pro Tip: Use moderate weights to ensure you maintain control and focus on squeezing your chest during the lift.

Resistance Band Push-Ups

Target Area: Full chest.

Why it Works: Adding resistance bands to push-ups increases the tension on both the eccentric and concentric phases, making the movement much more challenging.

Pro Tip: Focus on explosive movements to build both strength and endurance.

Svend Press

Target Area: Inner chest.

Why it Works: This unique movement isolates the inner chest by pressing and squeezing light weights together. It forces your pecs to contract intensely, leading to better definition.

Pro Tip: Use light weights and concentrate on squeezing your chest muscles rather than relying on shoulders or triceps.

Plyometric Push-Ups

Target Area: Full chest.

Why it Works: Plyometric push-ups build explosive power and increase muscle fiber recruitment. They are particularly effective at challenging your fast-twitch muscle fibers.

Pro Tip: Perform these on an incline or decline surface to target different areas of the chest.

Maximizing Your Chest Gains with These Alternatives

Progressive Overload

As with any exercise, you’ll only see growth if you consistently challenge your muscles. Make sure you’re increasing the weight, reps, or time under tension to progressively overload your chest.

Variety in Rep Ranges

Incorporate different rep ranges to activate a variety of muscle fibers. Perform heavy, low-rep sets to build strength, followed by lighter, high-rep sets to maximize hypertrophy.

Periodization

Switch out these exercises regularly to keep your chest muscles guessing. Rotating movements every 4-6 weeks helps prevent adaptation, keeping you on track for continuous gains.

How to Structure Your Chest Workouts

Beginner Routine

Start with 3 exercises per session, performed 3 times per week. Focus on mastering form and technique with moderate weights.

Intermediate Routine

Do 4-5 exercises per session, with varied rep ranges (e.g., heavy sets of 5-8 reps and lighter sets of 12-15 reps). This will ensure you hit both strength and hypertrophy goals.

Advanced Routine

Incorporate advanced training techniques such as supersets, dropsets, and plyometric movements to push your chest muscles to their limit. For example, pair dumbbell presses with cable crossovers in a superset to maximize the pump and overall chest activation.

Pro Tip: Rotate these exercises every 4-6 weeks to prevent your body from adapting and to keep your workouts fresh and challenging.

Conclusion

While the bench press is a fantastic exercise, it’s not the only way to build a massive chest. Incorporating these 10 alternative chest exercises into your routine will help break through plateaus, stimulate new muscle growth, and give you a more well-rounded chest. Consistency, intensity, and exercise variety are the keys to achieving the chest you’ve always wanted.

Now, challenge yourself to mix up your routine, target different areas of your chest, and watch your progress skyrocket.

Samson Dauda, who assumed the throne at the 2024 Mr. Olympia on Oct. 12, won’t be retreating from the bodybuilding stage to prep for next year’s “O” — he wants to stay in the thick of it.

“I’m not going to be a one-show guy,” Dauda said one day after his decisive victory at the Mr. Olympia. “I’m never going to disappear the whole year … as for the Arnold Classic, you’d best believe I’m going to be on that stage.”

The Arnold Classic, which hosts accompanying events outside the U.S. as well, boasts an impressive $500,000 cash prize for first place in the Men’s Open division next year, where Dauda now reigns.

Dauda’s intent to remain on the front lines of competitive bodybuilding, and not become a reclusive ruler, is a big deal for both his fans and fellow competitors. Let’s talk about it.

Samson Dauda at the 2025 Arnold Classic

Many champions crowned at the Olympia become one-and-doners. After all, one of the biggest perks of winning the “O” — besides Dauda’s $600,000 check and the Sandow trophy — is not having to qualify for the event again.

Most Olympia winners use this leeway to lengthen their off-season periods, sidestep the exhaustion of contest prep, and focus solely on the next Olympia.

This strategy worked well for Chris Bumstead, the world’s most famous bodybuilder and six-time champion of the Classic Physique division. Bumstead competed exclusively at the Olympia since 2019, winning in commanding fashion each time.

2023 Mr. Olympia Derek Lunsford, on the other hand, lost his title to Dauda and hadn’t competed since his win last year.

Most Mr. Olympia winners opt for one big show per year; some athletes thrive by doing so, but it isn’t a guaranteed advantage.

Dauda’s front-facing posture is a shot in the arm for bodybuilding fans, many of whom received disappointing news leading up to and during the 2024 Olympia.

Days before the “O,” fan favorite Nick Walker announced he had pulled out of competing for the second year in a row.

Eight-time Figure Olympia winner Cydney Gillon announced her retirement from the sport, as did 2022 Men’s Physique Olympia winner Erin Banks.

Bumstead also broke news of his departure from the sport.

[Related: Best Pre-Workout Supplements]

But Dauda, who was named People’s Champion at this year’s Olympia, wants to keep his Arnold Classic title in the family. He won the thing in 2023 and went on to place third at the Olympia, after finishing a modest but respectable sixth in his debut one year earlier.

The Olympia-Arnold punch combo is rare, but not unheard of. All-time great and eight-time Mr. Olympia Ronnie Coleman paid a visit to the Arnold in 2001, just months after winning the 2000 Mr. Olympia.

Coleman competed three times in ’01, a habit he scarcely broke during his tenure at the top of bodybuilding. If fans are lucky, Dauda will make his presence felt in the same way.

More Bodybuilding News

Why Phil Heath Stopped Winning the Mr. Olympia

Urs Kalecinski’s Big Surprise at the 2024 Classic Physique Olympia

Was Kai Greene the Best Natural Bodybuilding Athlete Ever?

Featured Image: @samson__dauda / Instagram

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The new HydroMassage G3 debuts at a time when wellness and recovery technology within clubs and gyms has shifted from a perk to a necessity

WellnessSpace Brands has unveiled the HydroMassage G3, a new model from the experts in personalized heated water massage and wellness products.

The new HydroMassage G3 features a durable designer cover, a redesigned touchscreen, and an interface with one-touch selections for targeted massage zones.

“Every touch point and every element of the HydroMassage 440 G3 was designed to be exceptional, immersive and unlike anything else on the market,” WellnessSpace Brands CEO Paul Lunter said. “Meaningful innovation is at the heart of everything we do. Our customers expect to see this guiding principle artfully expressed in every design detail, which is embodied in the HydroMassage G3 model.”

The Tampa-based company underwent a corporate rebrand last year, changing its name from HydroMassage to WellnessSpace Brands in a nod to its expanding wellness product lines.

In a time when competition is high among high-value, low-priced fitness operators, incorporating recovery tech products such as massage loungers or chairs can boost engagement. As WellnessSpace Brands president Kevin Conaway points out, fitness consumers no longer expect just strength and cardio offerings but wellness and recovery options.

“It is non-negotiable now,” Conaway said earlier this year. “And the good news is, in addition to increasing retention and acquisition and creating a new revenue stream, you can build a space that doesn’t require additional staff, so it won’t be a drain on your time and resources.”

Premium country club operator Life Time partnered with WellnessSpace Brands last year, integrating its HydroMassage heated massage lounge chairs, CryoLounge+ recovery chairs, and RelaxSpace Wellness Pods into most of its locations. 

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Fitness brands are working together to support the American Cancer Society through donation-based classes and “Pink Week” events

Extraordinary Brands, which owns Neighborhood Barre, Row House, pūrvelo cycle, and Eat the Frog Fitness, has announced a new initiative in honor of Breast Cancer Awareness Month this October. In collaboration with the American Cancer Society (ACS), the company is launching a fundraising campaign to support breast cancer research and awareness.

“Breast cancer affects people in every community, and it’s our responsibility to join the fight against this devastating disease,” said RJ Krone, President of Extraordinary Brands. “Through this initiative, we’re not only raising funds but also creating a space where our members can come together, show their support, and make a tangible impact.”

Throughout the month, Extraordinary Brands will donate a portion of its royalties to the American Cancer Society, while the company’s fitness brands will host different fundraising efforts in their local communities. During “Pink Week,” each studio will encourage members to wear pink for breast cancer awareness. Studios nationwide will also host donation-based classes, with 100% of proceeds going to the ACS. The timing of Pink Week will vary by location. Each brand will also feature a dedicated donation page on the ACS website to make it easy for community members to contribute.

“We are deeply committed to the fight against breast cancer, a cause that affects countless lives and families,” Krone added. “Through Pink Week, our donation-based classes, and the combined efforts of all our studios, we have a truly unique opportunity to make a real difference. We’re not just raising awareness—we’re mobilizing our entire fitness and wellness community to help fund critical research and provide newfound hope to those battling this disease. Together, we can help change the future of breast cancer.”

For more information on Extraordinary Brands’ supporting breast cancer research, visit extraordinarybrands.com.

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The high-end athletic country club operator and pickleball leader estimates total revenue to be $693.2 million, demonstrating an 18.5% increase

Life Time has announced its preliminary estimated financial results for the third quarter as it launches the debt refinancing of 5.750% Senior Secured Notes due 2026 and 8.000% Senior Notes due 2026.

The luxury athletic country club operator estimates total revenue to be $693.2 million, an increase of 18.5% compared to the prior year quarter, and net income of an estimated $41.4 million, a 422.5% increase from the prior-year quarter. Life Time also estimates adjusted EBITDA to be $180.3 million, an increase of 26.1% over the previous year’s quarter.

“Our business continues to deliver strong revenue and adjusted EBITDA growth as we further strengthen our balance sheet,” Life Time executive vice president and chief financial officer Erik Weaver said. “We look forward to providing our full financial results on October 24, 2024.”

Life Time, which has put pickleball on the map and has hundreds of additional courts in the pipeline, raised its revenue guidance in August following a solid second quarter and high member engagement.

Life Time Implements AI

Although Life Time has poured investments into pickleball, in-demand programming such as personal training, and Miora, a performance and longevity clinic, the premium lifestyle operator is also turning its attention to AI to enhance the member experience.

So far, Life Time has partnered with Microsoft to launch L.AI.C, an AI-powered Life Time member companion housed within the Life TIme member app. While the initial version will answer basic questions such as club hours and class descriptions, it will eventually provide personalized class suggestions and tailored workout programs.

“I think the most important transformation in this era is AI,” Life Time CEO Bahram Akradi said. “If you’re not going to be ahead, you’re going to be ridiculously behind.”

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