CrossCore partners with Mad Dogg to eye retail for bodyweight training products

CrossCore, a relatively young, up-and-coming player in the bodyweight training product category, is banking on a new strategic alliance with the parent of Spinning and Peak Pilates to expand the brand into specialty retail.
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CrossCore, a relatively young, up-and-coming player in the bodyweight training product category, is banking on a new strategic alliance with the parent of Spinning and Peak Pilates to expand the brand into specialty retail.

Tuesday’s agreement with Mad Dogg Athletics kicks off CrossCore’s second round of undisclosed financing to grow the company, Vice President of Global Marketing Jay Wilson told SNEWS. CrossCore will be at IHRSA 2012, March 14-17, seeking additional investors, he said.

“We have a business plan to expand into retail, but our first goal is to build up the brand,” Wilson said. That’s where the new partnership with Mad Dogg comes in: “They have the worldwide infrastructure to help us with manufacturing and distribution, to help us reduce those costs.” Wilson said the two companies will conduct some cross-marketing, including a CrossCore presence on Mad Dogg’s website.

Founded in late 2009, CrossCore is one of a growing number of fitness equipment, accessory and instructional players in the bodyweight, functional and suspension training category. Its products, such as the CrossCore180 and War Machine, distinguish themselves by providing users a “third plane of motion” through a system of ropes and a rotational pulley, which can be locked or unlocked at the suspension point.

“Rotation makes it possible to mimic the moves involved in a sport, occupation or everyday life and is crucial in properly strengthening the core and preventing injuries in other parts of the body,” Wilson said.

CrossCore has dabbled in retail, signing an agreement with TuffStuff Fitness Equipment in early 2011 to help distribute its products to consumers.

Mad Dogg is home to the Spinning, Peak Pilates, Resist-A-Ball, and Bodyblade brands. The company sees the agreement with CrossCore as an opportunity to expand into the bodyweight training category and provide its expertise in design, product supply, distribution and fitness education, Mad Dog Athletics CEO John Baudhuin said.

--David Clucas

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