The top fitness and wellness industry business stories over the past 24–48 hours highlight major strategic partnerships, wearable tech launches, and expanding boutique concepts:

• Amazon Makes Major Fitness Push with Global HYROX Partnership Amazon has partnered with fitness racing giant HYROX to launch dedicated digital storefronts, curated training playlists, and major race-day activations across Europe, with plans to expand into North America. Concurrently, HYROX tapped FitRadio as its first digital training music partner ahead of an expected 2 million competitors next season. (Source: Athletech News)
• Fitbit Founders Debut “Luffu” Wearable for Family & Eldercare Health Fitbit co-founders James Park and Eric Friedman officially launched Luffu alongside its screenless, LTE-connected “Link” wearable. The ecosystem combines biometric tracking, GPS, and AI voice logging to help families monitor aging parents’ health, routines, and safety without intrusive surveillance. (Source: Fitt Insider)
• Celsius Expands Footprint via SoulCycle Partnership and College Athlete Deals Energy and fitness drink brand Celsius announced a national partnership with SoulCycle to serve as its exclusive energy drink partner across studios. Celsius also added four top college football standouts to its NIL athlete roster. (Source: Business Wire)
• Special Strong Seeks Strategic Growth Partner to Accelerate Expansion Adaptive gym franchise Special Strong announced it is seeking a strategic investment partner to scale its concept for individuals with neurodivergence and physical disabilities, having already awarded more than 75 franchise territories. (Source: Athletech News)
• Pvolve and Boutique Modalities Continue Geographic Scaling Functional longevity and resistance-band workout franchise Pvolve announced its upcoming studio opening in Coral Gables, Florida, capitalizing on increased consumer demand for low-impact, joint-friendly strength training. (Source: PR Newswire)
• Oura Faces Scrutiny Over Sleep-Tracking Accuracy Following IPO Filing Smart ring maker Oura is confronting a proposed consumer class-action lawsuit challenging its sleep-tracking marketing and diagnostic claims, emerging shortly after the company filed for its public listing. (Source: Fitt Insider)