Image source: The Sufferfest

The Sufferfest to be acquired by Wahoo for an undisclosed amount

As part of a bid to expand its offering for endurance athletes, Wahoo has announced it will acquire training platform The Sufferfest.

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For those not in the know, The Sufferfest began by creating downloadable training videos for cycling, yoga and body strengthening. More recently it’s started offering a fully-fledged app-based training system complete with a huge collection of structured workouts designed by elite coaches, customised training plans, along with a variety of physical and mental training plans.

wahoo to acquire training platform the sufferfest 1 1024x564 - The Sufferfest to be acquired by Wahoo for an undisclosed amount
Image source: The Sufferfest

Wahoo Fitness is a fitness technology outfit based in Atlanta, Georgia. Established in 2009, it has quickly grew to become a leading player in wireless fitness sensors and hardware and software focused on cycling and endurance sports. The company’s line of products include the KICKR family of smart trainers and accessories, the ELEMNT family of bike computers, and the TICKR family of heart rate monitors.

“We are really pleased to bring together the Wahooligan and Sufferlandrian communities. We share a common passion for the performance of endurance athletes and our collective knowledge will provide additional benefits to athletes everywhere,” said Chip Hawkins, ​founder of Wahoo.

Details of the acquisition have not been disclosed. The press release only states that changes in The Sufferfest business offering or structure are not expected.

“Our market-leading content and sports science—together with Wahoo’s ground-breaking engineering—will allow us to develop fantastic new concepts and training solutions for our customers.” said David McQuillen, founder of The Sufferfest.

“The strong sense of identity that has made The Sufferfest what it is today will remain, and we will continue to work closely with our existing hardware partners to ensure seamless compatibility across all platforms.”

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