Reports confirm that Wahoo, a fitness-tech company, has announced the acquisition of The Sufferfest, a leading home training brand established by David McQuillen in 2008.

Apparently, Wahoo, a connected fitness device leader, is known for the Kickr turbo trainers, the Elemnt computer family and Tickr heart rate monitors.

Sources close to the matter mentioned that merging with the Sufferfest, which delivers a collection of training videos developed by leading coaches and more than 100 training plans, will aid to expand the capability of the brand in build training solutions for endurance athletes who aim to get most out of themselves.

Seemingly, in addition to training plans which are based on overall goals, the most recent addition by the Sufferfest to its portfolio is the option to buy customized training plans, based on an in-depth survey and 30-minute consultation.

Sources stated that these will be provided by the recently built SUFCoaching Division managed by coach Neal Henderson, who has given training to athletes to win more than 50 national and global titles, two UCI world hour records, and multiple Grand Tour stage wins.

According to founder of Wahoo, Chip Hawkins, stated that the company is seeking to bring together the Sufferlandrian and Wahooligan communities. Both the companies aim for the performance of endurance athletes and collective knowledge will provide further benefits to athletes globally.

Wahoo is always determined to assist in the growth of the fitness and indoor training sectors and will continue to collaborate and integrate with numerous leading software providers, Hawkins added.

This partnership would reportedly bring both the companies together with a strong history of innovation, founder of Sufferfest, McQuillen said. Both the sports science and market leading content of Sufferfest, together with ground-breaking engineering of Wahoo, will allow the development of training solutions and amazing new concepts for their customers.

The Sufferfest expects that the newest addition of customized training plans could save hundreds of pounds for riders, by offering a solution which is tailored according to their own needs and weekly schedule.

Source Credits: https://www.cyclingweekly.com/news/product-news/wahoo-acquires-sufferfest-complete-training-ecosystem-430075