---
title: "Echelon Acquires FlexIt To Expand Personalized Training"
url: https://burnaze.com/article/959a39b8-dd0d-4c1a-ad2b-6ea3e358384d
source: "Athletech News"
original_url: https://athletechnews.com/echelon-acquires-flexit-to-expand-personalized-training/
author: "Courtney Rehfeldt"
category: "Fitness"
industry: "Fitness"
topics: ["Finance & M&A","Development & multi-unit","Operations"]
published: 2025-03-17T20:11:27.000Z
modified: 2026-10-31T17:53:48.365Z
image: https://athletechnews.com/wp-content/uploads/2024/12/Ruby-1-e1736547833232.webp
---

# Echelon Acquires FlexIt To Expand Personalized Training

**TL;DR:** Echelon Fitness has acquired FlexIt, a digital wellness platform, to expand its personalized training services. The acquired platform is being rebranded as Echelon Coach, broadening its reach to Echelon's existing user base.

*By Courtney Rehfeldt, originally published in Athletech News on 2025-03-17. [Read the original](https://athletechnews.com/echelon-acquires-flexit-to-expand-personalized-training/).*

## Story

Echelon Fitness has acquired FlexIt, a digital wellness platform offering one-on-one personal fitness and health training across nutrition, coaching, strength, conditioning and physical therapy.

The transaction follows several other initiatives and deals Echelon has pursued in the past year, including its acquisition of recovery equipment brand ThriveX, as well as the launch of ActiveMD, a telehealth division offering weight loss medication in tandem with its fitness offerings.

Most recently, Echelon announced a partnership with Amazon Web Services, combining its fitness content with Amazon’s AI and machine learning capabilities to create hyper-personalized fitness journeys for members.

With its latest acquisition, FlexIt is being rebranded as Echelon Coach, expanding its training and coaching services to existing FlexIt members while broadening its reach to Echelon’s existing user base.

More details will be shared in the coming weeks, according to the company.

“We are excited about the future of our new Echelon Coach and we know you will be too,” Echelon Fitness CEO Lou Lentine said. “Stay tuned for more details over these next few weeks, including the launch of a new website, rebranding, re-engaging with trainers and exciting offers. With so much in store for this year and beyond, there is no better time than now to be an Echelon Member as access to world-class instructors, trainers, content, products and services is at your fingertips and we will continue to grow.”

## Entities

- Fitness (sector)
- Athletech News (publication)
- Courtney Rehfeldt (person)
- acquisition (topic)
- rebranding (topic)
- Amazon Web Services (company)
- Echelon Fitness (company)
- Lou Lentine (person)
- personalized training (topic)
- FlexIt (company)
- digital wellness (topic)
- ActiveMD (company)

---
Originally reported by Courtney Rehfeldt, Athletech News (https://athletechnews.com/echelon-acquires-flexit-to-expand-personalized-training/). Summarized by Burnaze (https://burnaze.com/article/959a39b8-dd0d-4c1a-ad2b-6ea3e358384d).