Absoulute Wellness launches performance division for athletic facilities

Absoulute Wellness has launched Absoulute Performance, a new Scottsdale-based division focused on designing and equipping strength and conditioning spaces for athletic and performance markets across the U.S. The move adds dedicated performance equipment to the company’s existing design, flooring, installation and service work as demand grows from schools, colleges and training centers.

Why it matters: - Absoulute Wellness is broadening beyond general commercial fitness buildouts into a more specialized market tied to athlete development, recruitment and program identity. - The new division gives athletic facilities, multifamily gyms, corporate wellness spaces and professional training centers a single source for equipment, flooring, recovery and design services. - The launch signals rising competition in the market for purpose-built strength and conditioning environments.

What happened: - Absoulute Wellness launched Absoulute Performance, a new division focused on designing and equipping performance training environments across the United States. - The company is based in Scottsdale, Arizona. - Mark Kerr, a former UFC and Pride Fighting Champion and co-principal at Absoulute Wellness, leads the division with Franci Alberding, Principal and Owner. - Kerr also is an NCAA Wrestling Champion.

The details: - Absoulute Performance expands the company’s existing capabilities in facility design, sports flooring, installation and services. - The division adds a dedicated performance equipment offering for athletic facilities, multifamily fitness centers, corporate wellness spaces and professional training environments. - The product line includes The Smashing Machine-branded half rack and power rack systems. - The offering also includes 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 says it has completed more than 100 commercial fitness and wellness projects. - The company serves clients nationally. - Its current offering includes facility design, fitness and performance equipment procurement, sports flooring, installation and service.

Between the lines: - The launch targets institutions that want training spaces to do more than house equipment. - Alberding said coaches and athletic programs want environments that support programming philosophy and reinforce program culture. - Alberding said the company is packaging equipment, flooring, recovery solutions, facility design, installation and ongoing support into one integrated solution. - Demand for strength and conditioning environments is growing as colleges, universities, high schools and performance centers invest in facilities. - Kerr’s competitive background appears intended to shape the division’s equipment selection and space planning.

What's next: - Absoulute Performance is positioned to compete for future athletic facility projects nationwide. - The company appears likely to focus on schools, training centers and other organizations investing in athlete-development infrastructure. - More information is available at Absoulute Performance.