Wahoo to acquire cycle training platform The Sufferfest

Connected fitness device specialist Wahoo is to acquire The Sufferfest, the complete training platform for cyclists, triathletes and other endurance athletes.

The Sufferfest app provides subscribers access to a library of structured cycling and running workouts designed by elite coaches, training plans, strength training, yoga for cyclists and a mental training programme.

Wahoo has established itself in the smart training with an extensive suite of products and software focused on cycling and endurance sports.

The acquisition will not change the set up or offering of The Sufferfest business, but it will increase both brands’ capabilities to create training solutions for endurance athletes, the PR said.

The news comes almost one year since Wahoo received a significant private equity investment.

“We are really pleased to bring together the Wahooligan and Sufferlandrian communities,” said Wahoo founder Chip Hawkins. “We share a common passion for the performance of endurance athletes and our collective knowledge will provide additional benefits to athletes everywhere.

“Wahoo remains committed to the growth of the indoor training and fitness sectors and will continue to integrate and collaborate with as many leading software providers as possible.”

Sufferfest founder David McQuillen added: “This partnership brings together two companies with a strong history of innovation,” said  “Our market-leading content and sports science—together with Wahoo’s ground-breaking engineering—will allow us to develop fantastic new concepts and training solutions for our customers.

“The strong sense of identity that has made The Sufferfest what it is today will remain, and we will continue to work closely with our existing hardware partners to ensure seamless compatibility across all platforms.”

Wahoo’s full ‘ecosystem’ of sensors and devices help runners, cyclists and general fitness enthusiasts get the most out of their sport and active lifestyle. Wahoo’s award-winning line of products include the KICKR family of smart trainers and accessories, the ELEMNT family of bike computers and the TICKR family of heart rate monitors.