Hyperice is using its recent acquisition of mental wellness company Core to create a new brand identity that will position it as a holistic, high-performance wellness brand.
Core provides a meditation training device that uses haptics and biofeedback to guide progress and personalise techniques.
Core will provide the base for Hyperice's new Mind Technology Division, which will be at the heart of a "multi-prong transformation" that includes a global brand campaign and a suite of new products and technologies.
Jim Huether, CEO of Hyperice, said the Core acquisition and the creation of a Mind Technology Division highlight the company's commitment to mental wellness as a critical pillar to overall health and performance.
“Our company DNA is rooted in serving elite athletes, and we will continue to do so as we enter this next stage," Huether said.
"But as our footprint has grown over the past decade, it is imperative for us to ensure the benefits of our products are accessible to help everyone be the best version of themselves.
"We are now able to offer innovation in performance technologies paired with a unique mental wellness offering, with Core, that delivers an unparalleled experience to all types of athletes in support of both their physical and mental wellness."
