‘WTRX’ class to launch exclusively at more than 40 Life Time destinations by April as part of multi-year partnership
LOS ANGELES, 2017-Mar-24 — /EPR Retail News/ — The “WTRX” (Water Xtreme) class, designed in partnership with Speedo USA, a division of PVH Corp. (NYSE:PVH), and Healthy Way of Life Company, Life Time®, is changing the perception of the “aqua” class by combining the intensity and camaraderie of the ultimate boot camp with effective, lower impact water movements. “WTRX” will launch at more than 40 select Life Time destinations by April 1 and grow to more than 85 locations by the end of 2017 as part of the exclusive partnership. Each class will be taught by certified instructors, outfitted in Speedo apparel and footwear, and feature newly developed Speedo aquatic training aids, including the “Push Plate” and “Wake” water shoe.
“We are excited about our Life Time partnership and the opportunity it represents for our brand,” says John Graham, President of Speedo USA. “Traditional lap swimming continues to be a great full-body workout but we know the power of aquatic training goes beyond horizontal swimming and look forward to introducing Life Time’s members to this full-body training experience.”
“WTRX” revolutionizes water fitness by harnessing and amplifying the training benefits of water. The new class complements land-based routines and allows for customization based on fitness goals, including Power, Endurance and Recovery, and serves as an extension of the Speedo USA’s science-based, total body aquatic training program, Speedo Fit, created by Speedo USA in partnership with EXOS.
“At Life Time, we’re committed to providing our members with the most innovative, effective and entertaining work out programs,” says John Reilly, President, Fitness and Nutrition Division, Life Time Fitness. “We believe ‘WTRX,’ which we’ve created with Speedo USA, will quickly become a favorite and change the way our members view and think about aqua training as part of their healthy way of life.”
In addition to partnering on the design of the “WTRX” class, Speedo will become the Official Aqua Training Partner, and the exclusive Aquatic Outfitter and Aquatic Fitness Equipment Provider, for Life Time’s more than 120 destinations across the United States and Canada. As the official apparel outfitter, Speedo products will be sold at Life Time’s Pro Shops and online retail store, shop.lifetimefitness.com. Featured products will include elite, performance, fitness and recreational swim apparel as well as goggles, caps and training aids. Speedo will also be the Title Sponsor of the Life Time Tri Series, the nation’s premier triathlon series, with iconic events such as the New York City Triathlon, Chicago Triathlon and South Beach Triathlon.
To see if “WTRX” is offered at your local Life Time, visit www.LifeTimeFitness.com.
Speedo is the world’s leading swimwear brand. The teams at Speedo are passionate about life in and around the water, creating revolutionary new technologies, designs and innovations, and supporting swimming from the grassroots to the elite level. In the 1920’s Speedo made history with the Racerback, the world’s first non-wool suit. In 2008, Speedo redefined swimwear again with Fastskin LZR RACER, one of the fastest and most technologically advanced swimsuits ever created; 2011 saw Speedo unveil another world first with the Fastskin Racing System – a cap, goggle and suit designed to work together as one. Speedo is owned by Speedo Holdings B.V. and distributed in over 170 countries around the world; in North America and the Caribbean, Speedo is licensed exclusively to Warnaco Swimwear Inc., a wholly owned subsidiary of PVH Corp. To find out more, visit www.speedousa.com.
About PVH Corp.
With a history going back over 135 years, PVH has excelled at growing brands and businesses with rich American heritages, becoming one of the largest apparel companies in the world. We have over 30,000 associates operating in over 40 countries and over $8 billion in annual revenues. We own the iconic CALVIN KLEIN, Tommy Hilfiger, Van Heusen, IZOD, ARROW, Speedo*, Warner’s and Olga brands, and market a variety of goods under these and other nationally and internationally known owned and licensed brands.
*The Speedo brand is licensed for North America and the Caribbean in perpetuity from Speedo International, Ltd.
About Life Time®
Life Time® is a privately held, comprehensive health and lifestyle company that offers a personalized and scientific approach to long-term health and wellness. Through its portfolio of distinctive resort-like destinations, athletic events and corporate health services, the Healthy Way of Life Company helps members achieve their goals everyday with the support of a team of dedicated professionals and an array of proprietary health assessments. As of March 2017 the company operates 122 centers in 26 states and 35 major markets under the LIFE TIME FITNESS® and LIFE TIME ATHLETIC® brands in the United States and Canada.
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Source: PVH Corp.