WaveCompany Expands into the European Fitness Market with Establishment of WaveWear UK Branch

[Issue&Biz, Reporter Kim Ha-Sung] WaveCompany announced on the 21st that it has established its UK branch (Wavewear UK) in January and is now actively expanding into the European fitness market.

The company is particularly focusing on the UK market with a strategic emphasis on the global fitness race, HYROX.

HYROX, which began in Germany in 2017, is an indoor fitness race where participants run 1 km, followed by 8 functional exercise stations, repeating the process. It’s a unique format that challenges both strength and endurance.

Recently, the "Healthy Pleasure" trend and growing interest in "slow aging" have gained momentum, particularly among the MZ generation. Instead of focusing solely on aesthetics, there is a rising movement toward balancing aerobic and strength exercises to achieve a more balanced and practical approach to health.

Additionally, a culture of healthy living, involving CrossFit, running, and other fitness activities, is expanding, with HYROX emerging as a new workout option. This sport doesn't require many participants or much equipment, making it highly appealing to the fitness community.

Since it can be done indoors, it is becoming an attractive option for people who feel limited by outdoor activities in the winter.

At the 2024 HYROX competition in Torino, Italy, WaveCompany's ambassador, Tommy Cummings, placed 3rd, proving the effectiveness of the brand's sponsorship marketing efforts.

In the competition, 1st place went to Hunter McIntyre (USA), 2nd place to Alexis Biedermann (Switzerland), and 3rd place to Tommy Cummings (UK).

Tommy, representing the UK, is an ambassador for Wavewear, and his excellent performance while wearing Wavewear played a crucial role in enhancing WaveCompany's brand presence.

In Korea, two HYROX events were held in February and October 2024. The October event, held at Songdo Convensia in Incheon, attracted 2,104 participants, marking a significant achievement.

Wavewear continues to gain global attention in the fitness market by participating in world-renowned events such as HYROX, proving the performance of its products.

This strategy will play a key role in establishing Wavewear as a global performance activewear brand, expanding beyond the European market.

WaveCompany is also gradually increasing its influence in the domestic sports industry as the official partner of volleyball brands MIKASA and D&M in Korea.

Looking ahead, the Wavewear UK branch plans to continue participating in HYROX global fitness races to promote Wavewear and strengthen connections with global consumers who prioritize fitness and wellness.

Original Article : Issue&Biz (http://www.issuenbiz.com)