Fitness - We believe that fitness, both physical and mental, is the foundation for a good and healthy life and gives people the courage to live the life they dreamed of, to become their best selves, to make bold moves and to change the world for the better.

Sustainability - is at the very core of everything we do. We take a holistic view on sustainability covering the entire lifecycle of our products, our entire supply chain and the way we run our business. That also includes ethical and social practices and transparency.

Community - we believe in the power of a strong community, in lifting each other up, in sharing our stories, so that we can become more active, grow and make a positive difference in this world together. We know that we can’t do all this alone: If you want to go fast, go alone. If you want to go far, go together. We are a global community which embraces diversity and appreciates the strength and beauty of each individual.