RPM Training Co (RPM) — a fitness, outdoor, and lifestyle brand — recently announced the upcoming launch of its CrossFit subscription program, Atom. Subscribers will gain access to a versatile home gym setup with virtual workouts and an online community starting in September.
“The future of fitness is a hybrid model, as athletes look for a flexible solution that supports training across a combination of home, gym, and on-the-road settings. Atom is that solution,” said Shane Rogers, Co-Founder and CEO of RPM, in the company’s press release.
Rogers and his team designed and built RPM’s hardware from the ground up. The company will now go to market with its virtual subscription, community, and compatible equipment kit to reach new customers and begin its subscription journey.
Atom: a Solution for the CrossFit Community
CrossFit is a high-intensity, functional workout that is hyper-focused on strength and conditioning. The CrossFit community is extremely dedicated, and RPM looks to attract this demographic through an immersive digital platform and state-of-the-art equipment.
“Atom includes a premium equipment kit and Daily Training program (DT) delivered via a digital platform offering workout demos and class instruction from world-class coaches, global community leaderboards, and the ability to set up live sessions with friends and training partners,” the company stated in the press release.
Photo Credit: rpmtraining.com
According to RPM, Atom’s premium equipment kit includes:
- A sandbag
- A barbell and bumper plates
- Dumbbells and kettlebells
- Gymnastics rings
- Mobility tools
- A patent-pending adjustable pull-up bar
- A plyo box
Similar to other at-home fitness programs, Atom will also offer a virtual component to users. The subscription platform will include on-demand workouts and allow users to track their exercise while building their fitness social network.
Photo Credit: rpmtraining.com
Alongside big players like Lululemon’s Mirror ($1,495 setup + $39/mo for on-demand workouts) and NordicTrack’s Vault ($1,999 setup + $39/mo for on-demand workouts), RPM is competing for consumers’ attention.
The CrossFit company could have a favorable price advantage in this regard, as Atom’s hardware starts at $995 and its subscription component is $35/mo.
The service could help RPM grow its presence within the home fitness equipment market — which is projected to reach 14.74 billion in 2028, with a compound annual growth rate of 4.6%, according to Fortune Business Insights.
RPM Increases Fitness Programming Capabilities Through Acquisition
RPM’s recent acquisition of Warm Up and Work Out (WUWO) will bring valuable fitness programming to Atom, according to the press release. This move enabled RPM to add the knowledge and expertise of Pat Barber and Taz Barber — two CrossFit instructors who are well known in the community — to the Atom platform.
“We could not have found a group of people and company that better aligns with our values and mission,” said Pat Barber in the press release. “The authenticity and value of what’s to come with this partnership has us genuinely fired up to go to work each day.”
RPM and WUWO’s similar brand identities will help each company reach a wider audience and develop a collective fitness community.
RPM Will Go to Market at the 2021 CrossFit Games
RPM is planning to introduce Atom at the 2021 NOBULL CrossFit Games this week. The company announced that it’s hosting the “RPM Campground’s outdoor Atom gym,” where fans can test and experience Atom equipment and programming.
The on-site attraction is likely to garner significant foot traffic from those attending the largest CrossFit competition in the world. Over 100,000 participants and fans attended Reebok’s 2019 CrossFit Games. This year’s event in Madison, WI is the city’s largest event since the start of the pandemic.
RPM’s leadership hopes its live-event customer acquisition strategy will generate significant demand and pre-orders for Atom, which will officially ship out in September.
The company’s subscription offering is expected to entice new customers.
Photo Credit: games.crossfit.com
“We saw the opportunity to deliver a unique experience at home by combining the most essential pieces of equipment with an intentional training program—which also facilitates the connection between our community members as we all share the same workout stimulus and experience,” said Rogers in the press release.
Key Takeaways:
- RPM Training Co (RPM) is launching a new CrossFit subscription program, Atom.
- The Atom home gym set includes a variety of strength and conditioning equipment and fitness subscription software.
- RPM recently acquired Warm Up and Work Out (WUWO), which will bring new fitness workouts and instructors to Atom.
- Over 100,000 fans attended the last in-person CrossFit games, and RPM plans to market Atom to this year’s audience.
- The home fitness equipment market is projected to reach 14.74 billion in 2028, with a 4.6% compound annual growth rate.