MUNICH, Germany — Fitness app Freeletics is taking aim at the billion-dollar esports industry by positioning itself as a tool to improve the performance of gamers.
In collaboration with high-performance esports brand Fnatic, a joint campaign will demonstrate how high-profile gamers including ‘JW’ and ‘young gun Jackinho’ implement Freeletics’ proven training methods to enhance their gaming skills and drive success.
The move comes at a time when esports is being tipped by some as the next big opportunity in wellness.
The past few years have seen a sharp rise in the number of targeted supplement and nutrition products for gamers, such as SummaForte, Nature’s Bounty and Beyond NRG — all of which are targeting the sector with brain-boosting nootropics and vitamins. However, now it appears that upstarts from other wellness categories are also realising the potential of tapping into an industry on track to surpass $1 billion in revenue for the first time this year.
Freeletics, in particular, is hoping it can anchor itself within the growing esports ecosystem by providing physical and mental training.
Thanks to its focus on personalised HIIT bodyweight training for both body and mind, the brand believes its app and training philosophy can help look after Fnatic’s players, boosting their performance long-term. And Fnatic agrees.
“Modern esports performance demands so much from players both on the server and in their everyday lives,” explained Fnatic HPU Director Jens Hofer.
“We’re happy to partner with Freeletics to help show the benefits of physical and mental fitness for in-game performance, not just for our top-level pros, but for everyday gamers as well,” he added.
Hofer also hopes that by teaming up with Freeletics both brands can work together to break down barriers and stereotypes around the gaming industry. Instead, demonstrating that living a fit, active lifestyle is the key to accomplishing goals, no matter the sport.
At the time of writing, the London-based esports organisation had also just announced a set of safeguarding policies designed for the pro-gaming industry, further demonstrating its commitment to bringing credibility, accountability and responsibility to the industry.
Safeguarding the health and wellness of players certainly has the potential to play a much larger role in this evolution, and we predict that partnerships such as these will grow in relevance over the coming years.
For Freeletics, the collaboration follows a period of high growth for the eight-year-old company, which doubled its paying subscriber base to over 600,000 in 2020, and secured $25 million in Series B funding.
Since then, the AI-powered app, which now boasts over 52 million users in more than 175 countries, has been focusing on developing new tech, launching new business verticals and expanding globally.
Engaging new demographics such as the gaming community is just one way it’s working on maintaining its current trajectory and strong growth efficiency.