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Life Time Extends Hoka Deal, Expands in Colorado

Life Time Extends Hoka Deal, Expands in Colorado

The apparel and footwear brand will host pop-up shops and experiences at select Life Time clubs and events this year

Luxury lifestyle and fitness operator Life Time, which is gearing up for its seventh location in Colorado amid other recent expansion moves, is expanding its multi-year relationship with performance footwear and apparel brand Hoka, crowning the brand as the official sponsor of the Life Time Miami Marathon on January 28. The two entities first partnered in 2018.

The apparel and footwear brand is also the official sponsor of select Life Time group classes and group training programs, such as GTX, MB360, Ultra Fit and Dynamic Personal Training. Hoka has also been tapped to sponsor Life Time’s annual cardio party with classes and “social hour” elements at Life Time destinations.

“It’s been phenomenal to hear how Hoka has impacted the performance of our members, coaches, and trainers, and to see the success of this multi-faceted strategic partnership as we grow both of our brands,” said Kimo Seymour, president of Life Time Events. “We have created an incredible synergy between Life Time and Hoke, and it’s one we are very excited to continue as we collectively promote a healthy way of life and provide tools to help people achieve their wellness goals and aspirations.”

As for other Live Time events, Hoka will continue to serve as a presenting sponsor and official running shoe of the Chicago Half Marathon.

Life Time x Hoka Events

Perhaps most noteworthy is that Hoka will host pop-up shops and experiences for Life Time members and non-members at select clubs and other athletic events during the year, where participants can try Hoka shoes and gear. 

Bahram Akradi, Life Time’s founder and CEO, had indicated last October that the fitness operator would lean into retail initiatives in 2024 through apparel and nutritional sales. 

“I don’t really like to have any seasonal drops,” Akradi told investors of the push for retail initiatives to offset any expected declines.

The luxury fitness operator also launched a new video series, “Reveal Your Potential,” to demonstrate the power of Life Time and Hoka in training and overall wellness. The video series is being shared in Life Time clubs, online and in print. 

In one story, “Striving to be a Champion,” Mya Hooten, a gymnast competing for the University of Minnesota, discusses her love for athletics and how she pushes through training even on the most challenging days.  

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Expanding in Colorado, Nationwide

As Life Time extends its partnership with Hoka, the operator also continues its aggressive pace of expansion nationwide. Against the mountainous landscape of Wheat Ridge, Life Time is opening its seventh location in Colorado in Q1. A waitlist is now available for the upcoming 111,000-square-foot club, Life Time Denver West, which features a massive workout floor, resort-style pools, indoor and outdoor pickleball courts and 100+ fitness classes. 

Rendering of Life Time Denver West (credit: Life Time)

For those looking to blend a healthy lifestyle while on the clock, the upcoming Wheat Ridge club will be the first in the state with a Life Time Work Lounge, a fee-based amenity that offers sit-to-stand desks, tables, library-like seating, a conference room, printing and other modern office functions. 

An eighth Colorado Life Time club is slated to open later this year in Boulder. As for the rest of the nation, Life Time has plans to expand with eight other luxury clubs in New York, New Jersey, Georgia, Texas and California.

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