Implus has acquired FitDeck, Inc., a company that creates custom decks of playing cards – in both physical and digital formats – designed to make exercise more simple, convenient and fun. The acquisition comes as Implus continues to expand its current product offerings in the company’s Fitness Division, which also includes Perfect Fitness and New Balance Sports Monitors.
FitDeck, was founded in 2005 by fitness entrepreneur and inventor Phil Black, who developed FitDeck after combining the fun of a competitive card game he played at Yale University with the rigors of his Navy SEAL training. FitDeck allows users to create custom workouts by selecting from a library of 40 unique FitDeck titles. By shuffling the cards, users quickly create unique and challenging workouts for all types of fitness activities.
“With FitDeck, we have added a coveted ‘content’ component to our current product line of fitness equipment and electronics,” said Alden Mills, EVP of Implus Fitness Division. “I’m excited to team up with Phil, another Navy SEAL, to incorporate this valuable element into the business plan and further meet the evolving needs of the fitness market.”
In collaboration with Mills, Black will play an important role in the company by helping to transition and merge the FitDeck brand into the Perfect Fitness family of products. Black will also target new opportunities for content growth and development within the Fitness Division.
“Joining the Implus team provides FitDeck with a surge of energy and purpose that will fuel our continued growth” said Black. “The shared strengths and synergies we have with Alden Mills and Implus make this transition a natural fit for the FitDeck brand.”
The acquisition of FitDeck follows Implus’ appointment of its Fitness Division to the Sausalito, Calif. satellite office. Sausalito is the original headquarters for Perfect Fitness, which was acquired by Implus in 2011. Headquartered in North Carolina’s Research Triangle Park, Implus LLC is an innovative manufacturer of over a dozen brands in the $1 billion footwear and recreational accessory marketplaces.
Implus’ brand family includes Sof Sole, Yaktrax, apara, Airplus, Sneaker Balls, Sof Comfort, Little Hotties, Perfect Fitness and ICETrekkers. From insoles, socks and shoe care to seasonal accessories and fitness solutions, Implus distributes in over 75,000 retail outlets across North America and in 65 countries worldwide.