Echelon Fitness Acquires FORTË, Launches ELEVATE Division for B2B Expansion
Krissy Vann | Host, All Things Fitness and Wellness
Echelon Fitness has announced the acquisition of FORTË, a business-to-business fitness streaming platform known for enabling gyms, studios, and fitness professionals to deliver live and on-demand digital content. As part of the deal, Echelon is launching a new division, ELEVATE by Echelon, aimed at growing its footprint in the commercial and software-as-a-service markets.
Founded in 2015, FORTË has become a prominent player in the digital fitness space, with a platform that supports branded streaming for fitness organizations across 39 countries. The company reports more than 457,000 users and over 20 million minutes watched in the past year.
"At Echelon, our mission is to empower individuals and communities to live healthier, stronger lives by providing intelligent, accessible, and personalized fitness and wellness experiences—anytime, anywhere," said Lou Lentine, CEO of Echelon Fitness. "With Echelon's proven U.S.-based technology team and FORTË's innovative solutions, we can now combine our strengths to offer even more robust and reliable solutions for the enterprise customers."
The acquisition allows Echelon to integrate FORTË’s proprietary video software and automation hardware with its existing technology stack. FORTË’s system offers seamless compatibility with major member management platforms such as ABC Fitness, Mindbody, Mariana Tek, and Daxko, making it accessible to a wide range of fitness businesses.
"This acquisition also allows us to offer our embedded AI workout builder, developed in conjunction with AWS Gen AI Team, powered by generative AI models in Amazon BedRock, into thousands of gyms, plus providing customization and personalization for our enterprise partner," Lentine added.
FORTË’s clientele includes national and boutique fitness brands such as UFC GYM, Curves, Healthworks, Exhale Spa, and 305 Fitness. The platform also supports influencer-led offerings like Power + Flow, Housework, and Melt Method. The company has received backing from investors including the LA Dodgers, Billie Jean King Enterprises, and Elysian Park Ventures.
"Our goal has always been to empower fitness brands to scale their impact through advanced, user-friendly technology," said Lauren Foundos, Founder and CEO of FORTË. "By joining forces with Echelon, we can extend this vision to even more global communities, benefiting from Echelon's momentum, innovation, and unwavering commitment to personalized wellness."
The deal strengthens Echelon’s presence in enterprise and commercial fitness and is part of a broader strategy to offer scalable digital content and SaaS solutions. The transaction was supported by advisors including Mo Iqbal, Founder of SweatWorks, and Stewart Miller.
