PULSE CHECK ISSUE NO. 03
Where Performance Is Headed
Human performance today touches nearly every corner of our lives. It’s in the way we recover at home, how we sleep at night, where we choose to work and train, and even the clothing and shoes we wear throughout the day. What once lived on the sidelines of sport has expanded into the mainstream, becoming part of how people design their lifestyles with intention.
From AI-powered sleep systems that actively guide recovery, to saunas built to fit seamlessly into the comfort of your own home, to gyms that double as work and community hubs, the boundaries between fitness, wellness, and everyday life are dissolving. Recovery tools aren’t just gear for athletes anymore; they’re thoughtfully designed essentials for anyone seeking longevity, balance, and sustained performance.
In this issue of Pulse Check, we explore how brands across sleep, recovery, design, and culture are shaping this evolution, and how these shifts are redefining what it means to live well.
Kohler Expands Into Saunas
Known for redefining kitchens and bathrooms, Kohler is now extending its wellness design leadership with a dedicated line of indoor and outdoor saunas. Inspired by Scandinavian traditions, the saunas balance clean architectural lines with restorative functionality. The collection includes both freestanding models and customizable modular builds, making it possible to integrate saunas seamlessly into private homes, multifamily residences, or even hospitality environments.
This launch underscores how recovery infrastructure is becoming as central to home design as fitness equipment, with thermal experiences like saunas and cold plunges increasingly viewed as staples rather than luxuries. By positioning saunas within its wellness portfolio, Kohler is helping shift rest and recovery from “spa indulgence” to “daily ritual,” reinforcing the idea that architectural design can actively support long-term health and performance whilst elevating your home.
For those who joined us at the Human Performance Summit in March, you may remember stepping into Kohler’s new saunas on that surprisingly chilly Austin morning. It was such a unique way to warm up, reset, and experience firsthand how design-led recovery can fit seamlessly into daily life. We’re grateful to Kohler for bringing that experience to our community and giving us an early glimpse of the innovation they’re now rolling out more broadly.
HP Summit attendees staying warm in the sauna
Flex x Therabody: Making Recovery More Accessible
Access has long been one of the biggest barriers to adopting recovery technology. By partnering with Flex, Therabody is breaking that barrier down through instant letters of medical necessity, automatically generated at checkout, and expanded HSA/FSA eligibility across more of its product line, including the TheraFace Mask, SmartGoggles, and SleepMask.
For consumers, this means recovery tools can now be purchased with pre-tax health dollars and, in some cases, supported by insurance, a meaningful shift that brings premium recovery into the same financial framework as other health necessities. For Therabody, it represents a step toward legitimizing recovery within the healthcare system itself, rather than keeping it siloed in fitness studios or luxury wellness centers. By reframing recovery as a reimbursable health expense, this partnership signals a future where technologies that aid circulation, sleep, and stress relief are seen as essential investments in preventative care.
Eight Sleep Secures $100M to Bring AI Into the Bedroom
Smart mattress pioneer Eight Sleep has raised $100 million to expand its ecosystem, a milestone that underscores the rising centrality of sleep in the performance conversation. The company plans to accelerate its development of an AI-powered “sleep agent”, a system designed to analyze biometric signals, regulate temperature, and deliver real-time coaching to optimize rest.
Eight Sleep’s current technology already monitors heart rate, sleep stages, and movement to deliver adaptive temperature control throughout the night. The new investment will deepen those capabilities, turning the mattress into a true command center for recovery, where sleep is actively managed rather than passively experienced. Imagine waking up to readiness insights that sync seamlessly with training plans, or sleep environments that automatically adjust for circadian rhythm, travel, or recovery needs.
By reframing sleep as a data-driven health input rather than downtime, Eight Sleep is helping cement recovery as the cornerstone of performance strategy. Its growth reflects a larger industry shift: the recognition that the way we sleep is just as critical to healthspan and productivity as the way we train.
Recovery, Reimagined: Rally and Hyperice
Two companies are reshaping the way recovery is experienced, not only for elite athletes but for anyone looking to make restoration a natural part of everyday life.
Rally recently debuted the Orbital Massager, its flagship product and the first tool of its kind. Unlike traditional percussive massage guns that rely on sharp, repetitive strikes, Rally’s orbital motion is designed to mimic the glide and pressure of a deep-tissue massage. This approach offers a smoother, more natural feel, making recovery less jarring and more restorative. The device also integrates thoughtful features like CALM™ low-noise technology for discreet use and waterproof, hypoallergenic materials for greater versatility. By designing for both science-backed efficacy and everyday usability, Rally is positioning itself as a recovery brand that bridges the gap between clinical-grade tools and lifestyle-friendly design.
Meanwhile, Hyperice has expanded its innovation pipeline with the launch of the Hyperice X 2 Knee and Shoulder, the next generation of its contrast therapy devices. The updated models deliver both heat and cold therapy with integrated compression, now featuring deeper temperature ranges, intuitive OLED controls, and up to 1.5 hours of cordless use. Designed with direct athlete feedback, the X2 line makes targeted recovery for two of the body’s most vulnerable areas more precise, portable, and practical for daily use.
Hyperice X 2 Shoulder
Hyperice X 2 Knee
Together, these launches show how recovery is becoming part of everyday life, built not just for elite athletes but for anyone who values restoration as much as performance.
Wellness Hubs: WHOOP and Life Time
The performance category is shifting away from standalone tools toward integrated ecosystems, spaces and programs where physical, mental, and professional wellbeing converge. Two recent moves illustrate how this integration is playing out at both the clinical and lifestyle levels.
WHOOP has become a cornerstone of SHA Wellness Clinic’s Leader’s Performance Program, available at its flagship centers in Spain and Mexico. SHA is internationally recognized as one of the top longevity and wellness destinations, offering programs that combine advanced medical diagnostics with holistic approaches to health. Guests enrolling for seven nights or more receive a WHOOP 5.0 device and a 12-month membership, with their biometric data integrated directly into SHA’s suite of offerings, from precision nutrition to regenerative therapies and biohacking protocols. This collaboration reframes WHOOP from a consumer fitness gadget into a clinical-grade performance input, demonstrating how wearables can serve as actionable health infrastructure when embedded in professional, data-driven environments.
Meanwhile, Life Time is redefining what a modern fitness center can be by embedding Work Lounges into its athletic clubs nationwide. With 55 lounges already completed and 30+ more under development, Life Time is positioning itself as a true third space, a hybrid environment where people can exercise, work, and connect without having to leave the club. Ten of these lounges take things further with premium amenities, including conference rooms, phone booths, and collaborative spaces designed to support hybrid professionals who demand both productivity and wellbeing in the same environment. This move not only expands Life Time’s value proposition but also reflects a broader cultural trend: wellness centers are evolving into lifestyle hubs where fitness, recovery, and productivity converge under one roof.
Taken together, WHOOP and Life Time reflect a broader truth: performance is no longer a single activity or device, but an ecosystem. Whether through data-powered medical programs like SHA or lifestyle-focused spaces like Life Time, the future of human performance is holistic, connected, and designed to support both healthspan and productivity in one continuous loop.
Pilates and Strength Training Are Redefining Fitness
Pilates has emerged as the fastest-growing workout in the U.S., surging nearly 40% since 2019, with yoga and barre also climbing 23% and 19% respectively. At the same time, functional strength training continues to gain traction, particularly among women, as muscle is increasingly recognized as central to long-term health, metabolic stability, and healthy aging.
By contrast, cardio-first and high-intensity formats are on the decline: group cycling has dropped 33.5% over the last five years, and HIIT/cross-training participation has slipped as exercisers seek more sustainable approaches. A major reason for this shift is growing awareness of the “cortisol creep”, the chronic elevation of cortisol, the body’s primary stress hormone, that can result from consistently high-intensity training layered on top of already stressful lifestyles.
For women in particular, excessive cortisol can be especially disruptive, impacting hormonal balance, sleep quality, and energy regulation. Over time, it can contribute to fatigue, stubborn weight gain, and difficulty recovering between sessions. Against that backdrop, many are rethinking the value of constantly “redlining” workouts and instead turning to modalities like Pilates, yoga, and strength training, routines that build strength and mobility without compounding systemic stress.
The takeaway is that today’s fitness trends aren’t about doing less—they’re about doing smarter. By prioritizing lower-impact strength and stability work, more people, especially women, are finding ways to train that support both immediate performance and long-term wellbeing.
Revving Up: Cadillac’s F1 Launch Heats Up
Cadillac is gearing up for its Formula 1 debut in 2026, a milestone that marks one of the most significant American entries into the sport’s modern era. The team has confirmed Sergio Pérez and Valtteri Bottas as its inaugural driver lineup, two veteran race winners whose mix of star power, technical insight, and racecraft signals Cadillac’s intent to compete at the highest level from day one.
The timing is striking. Formula 1 has surged in popularity across the U.S. over the past five years, with races in Austin, Miami, and Las Vegas establishing themselves as cultural moments as much as sporting events. Cadillac’s announcement positions the brand to capitalize on this momentum, bringing a distinctly American stamp to a grid long dominated by European powerhouses.
And while all eyes are on 2026, the buzz is already building. The 2025 U.S. Grand Prix in Austin (October 17–19) promises to be a pivotal moment for American fans, and we may just have something special cooking for that weekend. Momentum around Cadillac’s entry will only accelerate from here, setting the stage for one of the most anticipated F1 launches in years.
👉 We’ve got something cooking for Formula 1 week in Austin, the Willpower World of Sports & Human Performance, bringing together Wellness, Consumer Brands, Athletes, and Pro Sports into one epic community event. We’re looking to bring in the right partners, vendors, and attendees who want to be part of it. If that sounds like you, reach out at bill@drinkwillpower.com.
Announcements from AIIR Agency
Planet Nusa is a female-founded, community-driven activewear brand from Copenhagen, created by best friends Mille Skat and Kristine Esmer to bring inclusivity and joy to movement. Built on the belief that fitness should feel good, Planet Nusa has become known for its vibrant community and accessible approach to activewear. Their next collaborative drop, launching on August 29, will be in partnership with Copenhagen-based content creator Linea Maria, further blending culture, community, and performance-driven design.
while on earth is a newly launched performance wellness brand creating footwear, apparel, and accessories designed for people who move, go, and do. This week, the brand announced NFL superstar Christian McCaffrey as a Co-Founder and investor, marking a significant milestone in its growth.
For McCaffrey, the decision to join was about more than business: “Becoming a co-founder of while on earth™ was about challenging myself on a new level and seizing the opportunity to become part of something bigger than myself, to transcend my days as a football player. As an athlete for my entire life, I’ve worn every kind of shoe and felt that because of that, I could bring a unique perspective to the table.”
That perspective is already shaping product development. McCaffrey emphasized his hands-on involvement, noting, “This isn’t just another brand deal or putting my name and face on something. I want to help make the best products possible. We’ve had multiple design and structural meetings already, and I’m very involved in making sure the shoes feel good, look good, and last.”
By combining design vision with authentic athletic insight, while on earth is positioning itself as a performance lifestyle brand rooted in both utility and longevity.
Runningman is the premier health and wellness festival, returning September 12–14 for its third annual gathering at Kingston Downs in Rome, GA. Co-founded by Jesse Itzler and Devon Levesque, the three-day experience blends fitness, mindfulness, music, and community into one high-energy weekend.
This year’s event will bring back fan favorites like the choose-your-distance race, goat yoga, and the world’s largest sauna, while also debuting new elements to keep the programming fresh—think a pickle-eating contest with SuckerPunch, HYROX disciplines brought to life, TRX-led strength classes, and GORUCK rucking vest demos. With its mix of competition, recovery, and cultural touchpoints, Runningman has quickly established itself as a destination for those seeking both challenge and connection. Tickets are on sale now.
Looking Ahead
Across the spectrum of performance, the throughline is integration. Saunas are no longer confined to spas, they’re being built into our homes as everyday rituals. AI is shaping the way we sleep, turning bedrooms into environments that actively guide recovery. Fitness centers are doubling as places to work and connect, blurring the line between productivity and wellbeing. Even the shoes and apparel we choose are increasingly rooted in performance, designed to carry us seamlessly from training to daily life.
These shifts reflect more than product innovation, they signal a broader reimagining of lifestyle itself. Human performance is no longer a separate pursuit; it’s becoming the framework through which we live, work, and recover. But as wellness becomes mainstream, responsibility grows with it. For brands, that means creating products that truly deliver on their promises, tools and experiences that enhance quality of life rather than exploit the trend. For consumers, it means holding brands accountable and choosing thoughtfully, rewarding those who prioritize function, integrity, and long-term impact.
The future of performance will be defined not just by what’s possible, but by how responsibly it’s built, and how actively we all insist on raising the standard.
