Life Time Adds FitVine Wine to Its Pickleball Playbook
Krissy Vann | Host, All Things Fitness and Wellness
For fitness operators, wellness now extends well beyond the gym floor. As members look for lifestyle offerings that support both health and community, social experiences are becoming a strategic part of club programming. Life Time is leaning into that trend by introducing wine into the mix. Just not the kind that asks you to compromise your goals.
FitVine Wine is now the official wine sponsor of Life Time Pickleball. The partnership will bring FitVine into clubs across the country through curated tastings, pickleball tournament celebrations, and Afterglo events. It aligns with Life Time’s expanding social and athletic programming, particularly as pickleball continues its rapid growth across North America.
“At FitVine, we’re all about balance. Working hard, staying active, and still enjoying a great glass of wine,” said Steven Acosta, Winemaker at FitVine. “Partnering with Life Time lets us bring that better-for-you wine option straight to their community, so members can raise a glass to their wins, on or off the pickleball court.”
FitVine wines are marketed as zero-sugar and sustainably made. As a Certified B Corporation, the company highlights its commitment to ethical production and health-conscious living. Life Time members can now find FitVine varietals like Chardonnay, Pinot Grigio, and Cabernet Sauvignon in LifeCafes nationwide where permitted.
“Life Time is committed to providing our members with high-quality offerings that align with their healthy and social lifestyles,” said Kelly Warner, Vice President of Partnership Marketing at Life Time. “FitVine’s dedication to crafting great-tasting, zero-sugar wines makes them a great sponsor of Life Time Pickleball, enhancing member experiences across our Life Time athletic country clubs.”
As pickleball gains momentum, partnerships like this reflect the broader evolution of health clubs into lifestyle destinations. For some, fitness still starts with a sweat session. For others, it might begin with a paddle and end with a toast.
Credit: FitVine Wine