Fitness device manufacturer Wahoo has acquired The Sufferfest, the well known training platform that is widely used by sportive riders. The price of the deal has not been announced.
The two companies are a natural fit with Wahoo's range of fitness training hardware and sensors often being used by subscribers to The Sufferfest app. The Sufferfest has grown from selling downloadable videos and DVDs of famous cycling routes to offering a monthly or annual subscription to access tailored coaching plans.
The Sufferfest employs 28 people and is officially based in Singapore while Wahoo is based in Atlanta, Georgia, USA. The Sufferfest has an increasingly devoted audience of those who ride in Sufferlandia and are part of the increasing popularity of indoor training that has seen the massive growth of Peloton and Zwift.
Chip Hawkins, founder of Wahoo, said: "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. Wahoo remains committed to the growth of the indoor training and fitness sectors and will continue to integrate and collaborate with as many leading software providers as possible."
David McQuillen, founder of The Sufferfest, said: "This partnership brings together two companies with a strong history of innovation. 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. 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."
In a posting on his company website, McQuillen elaborated further on why they agreed to be acquired, saying: "As companies and communities, Wahoo Fitness and The Sufferfest are cut from the same cloth. And so, as our industry reaches a new stage in its growth, it made a lot of sense to come together. They had gaps in their software, sports science, content and commercial (gyms/studio) business. We lacked scale and tight hardware integration. Together, we're stronger in the fight against Couchlandria and all it stands for. The fit is perfect."