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C4 Energy x The NBA: The Rise of Performance-First Partnerships
The NBA has named C4 Energy its official energy drink partner in Europe, marking a major step for the brand on one of sport’s biggest stages.
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News
R.A.D x Rogue: The New Business Of Belonging
A new two-year partnership with the Rogue Invitational sees R.A.D move beyond van drops and dive even deeper into the competitive fitness ecosystem.
Features
CrossFit LLC Isn't In Crisis. It's The Standard-Bearer
While rival concepts muscle in on its market, CrossFit LLC's current downturn is merely a symptom of its enduring legacy as the original standard bearer for competitive fitness.
Features
Will The Enhanced Games Herald A New Era Of Optimisation?
A subversive trend is emerging ahead of the inaugural Enhanced Games with athletes declaring they will participate but abstain from taking permitted performance enhancing drugs (PEDs). What impact will this have on the next phase of human optimisation and longevity science? And how will this training culture war play out at grassroots level?
News
The Decathlon of Fitness™ Is Here. XENOM Launches With A Statement Of Intent
XENOM launches as the Decathlon of Fitness™ with its first competition at the Dallas Cowboys’ headquarters, aiming to set a new global benchmark for elite performance.
News
The Science Behind HYROX
HYROX has scaled at a pace few sports can boast of, drawing tens of thousands of athletes into identical race conditions across continents. That level of standardisation is rare and raises an inevitable question. What does this sport actually demand of the body?
