Absoulute Wellness launches performance division for athletic facilities

Absoulute Wellness has launched Absoulute Performance, a new Scottsdale-based division focused on athletic equipment and strength training environments for schools, training centers, and other performance spaces nationwide. The move adds a dedicated equipment offering to the company's existing design, flooring, installation, and service business.

Why it matters: - Absoulute Performance targets a growing market for purpose-built strength and conditioning spaces in schools, training centers, and other athletic environments. - The new division gives Absoulute Wellness a more complete offering for clients that want equipment, design, flooring, recovery, and support from one provider.

What happened: - Absoulute Wellness launched Absoulute Performance, a new division dedicated to designing and equipping performance training environments across the United States. - The Scottsdale, Arizona-based company is expanding beyond its existing facility design, sports flooring, installation, and service work. - The new division serves athletic facilities, multifamily fitness centers, corporate wellness spaces, and professional training environments. - Absoulute Performance is led by Mark Kerr, co-principal at Absoulute Wellness and a former UFC and Pride Fighting Champion. - Franci Alberding, principal and owner, also leads the division.

The details: - Kerr is a former UFC champion and NCAA Wrestling Champion. - Absoulute Wellness says Kerr's background informs equipment selection, facility design, and performance-focused space planning. - The product line includes The Smashing Machine-branded half rack and power rack systems. - The division also offers customizable rack configurations, competition bumper plates in rubber and urethane, pro-style dumbbells, turf and athletic flooring, cardio equipment, strength machines, recovery products, and VO2 Max and metabolic testing capabilities. - Custom branding options are available. - Absoulute Wellness has completed more than 100 commercial fitness and wellness projects. - The company serves clients nationally. - The company's current offering already includes facility design, fitness and performance equipment procurement, sports flooring, installation, and service. - The company says it has completed more than 100 commercial wellness projects over two decades of operation. - Absoulute Wellness designs, equips, and services commercial fitness and wellness environments for multifamily, master-planned, corporate, community rec center, and athletic facility clients across the United States. - More information is available at Absoulute Performance.

Between the lines: - The launch positions Absoulute Wellness to compete more directly for athletic and performance-focused projects, not just general commercial wellness builds. - Bundling equipment with design and installation can reduce friction for buyers that want a single vendor for the full project lifecycle. - Kerr's competitive profile gives the new division a sports credibility angle that may resonate with athletic programs.

What's next: - Absoulute Wellness is likely to pursue more colleges, universities, high schools, and performance centers as those buyers continue investing in athlete development and program identity. - The company will likely use Absoulute Performance to deepen its national reach in the athletics and performance market.