Baseball Superstar Alex Rodriguez Gets Into The Hot Yoga Business With TruFusion – Forbes


For Forbes by Denise Truscello

Alex Rodriguez at TruFusion Las Vegas

Group fitness and yoga brand TruFusion has hit a home run announcing a major partnership with famed baseball star Alex Rodriguez. The World Series champion and 14-time All-Star, who retired from the New York Yankees in 2016, is now a major investor, an equity partner and a board member in the company alongside, Co-Founders Mike Borden and Martin Hinton and President/COO Jonathan Fornaci, and sits on the board of directors.

With a fast-rising expansion into new markets, Rodriguez will also have ownership of franchise development rights in Florida and support the brand worldwide with current franchise agreements in Las Vegas, Los Angeles, San Diego, Orange County, San Francisco, Phoenix/Scottsdale, and St. Louis.


Michael Spain Smith

Alex Rodriguez (c) with partners (l to R) Co-Founder Martin Hinton, President/COO Jonathan Fornaci, Co-Founder Mike Borden

“I’ve been spending a lot of time in Las Vegas and working out regularly at TruFusion and just loving it.” says Rodriguez, “I really saw what made the brand unique, and the opportunity arose to invest my time and belief in the company. People toss around the word ‘partnership’ to describe every affiliation. This one is real and significant, and I look forward to working with the entire TruFusion team in the months ahead.”

I spoke at length with TruFusion’s President/COO Jonathan Fornaci about the expansion plans for the company and what it’s like working with a superstar athlete. “Alex Rodriguez owns a pretty big stake in the company,” said Fornaci, “He also bought the rights to develop 20 locations in Florida. He is very hands-on with the company, I’ve never seen somebody at his level so engaged in a company and whats going on. Once he came onboard as a partner, the number of franchise leads has gone up 240%, and we have closed 39 new franchises directly related to Alex’s involvement with the company. “

“We started franchising two years ago, and now we have sold 79 franchises in the U.S.” he adds, “This month we will be announcing new 15,000sf stand-alone locations in New York, Miami, and Los Angeles, and within two years I estimate we will be at 5,000 franchises. We will also be opening our first international locations in China (Beijing and Shanghai.)”


TruFusion

Alex Rodriguez with girlfriend Jennifer Lopez during hot yoga at TruFusion Las Vegas

When I asked about why the hot workouts were so popular at TruFusion, he said, “It’s an incredible workout, and at 120 degrees you burn about 1,000 calories, and you don’t have the injuries you usually have from CrossFit or other workouts. It allows you to do multiple classes a day without the injuries and soreness.”

The future looks even more starry with Alex Rodriguez planning to bring his girlfriend superstar Jennifer Lopez in as a partner in the New Year.

Since its launch in Las Vegas in 2013, TruFusion offers up a variety of classes, workshops, and hot fusion workouts. They feature a unique version of yoga, cycling, Pilates, kettlebell, barre, Bootcamp, boxing and other classes, giving members the chance to customize their own experience.


For Forbes by Denise Truscello

Alex Rodriguez at TruFusion Las Vegas

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