Technogym’s Pure Strength Line Launches at MB Fit
Last month in Miami Beach, FL, many of us dropped in once, twice, or maybe even three or four times to Miami Beach Fit, or “MB Fit,” previously known as CrossFit Miami Beach. The gym has undergone changes over the 10+ years since it opened, with the biggest occurring just before the influx of Wodapalooza athletes and visitors.
The space underwent a complete equipment overhaul and is now home to Pure Strength, a new concept by Technogym that merges functional training with classic strength training.
During the festival weekend, the equipment and branding were promoted through community events hosted by Gui Malheiros, Noah Ohlsen, and Haley Adams, as they led athletes through workouts and skill sessions.
So…What Is Technogym?
You may have trained at a Lifetime or similar high-end commercial gym, luxury hotel, or corporate wellness center. If so, you’ve used a piece of Technogym equipment.
- Founded in 1983 by Nerio Alessandri, Technogym is a global leader in digital solutions and products for fitness, sport, health, and wellness.
The company provides a fully integrated, AI-powered ecosystem that combines connected equipment, digital services, on-demand training, and apps. This all creates personalized workout experiences anytime and anywhere, whether at home, in the gym, hotels, medical facilities, or outdoors.
Today, Technogym operates in more than 100 countries and employs over 2,500 people. Each day, 70 million users train with Technogym across 100,000 wellness centers and 500,000 private homes worldwide.
The brand is widely recognized as the preferred choice for elite athletes and champions. It supplies professional training facilities used by the Brazilian, Argentinian, Spanish, English, and US National Soccer Teams.
- Its official fitness partners include IRONMAN, McLaren, Ferrari, and the PGA Tour. Technogym has also served as the Official Supplier for the past ten editions of the Olympic and Paralympic Games.
Pure Strength
The new MB Fit Pure Strength facility features a fully upgraded lineup of Technogym equipment, including a wide range of plate-loaded machines, advanced rigs for gymnastics-style training, and a complete suite of Skill Line ergometers, such as Skillrow, Skillup, and Skillmill.
The space also features Technogym’s AI-powered platform, TeamGo, which digitizes the workout of the day with a single click, providing members with clear visual guidance and creating a more seamless, connected training experience.
This project not only improves athletes’ experience at MB Fit but also reflects a shared mission: to put science, innovation, and experience at the heart of a more conscious and inclusive strength culture.
- “MB Fit has always been about real training and building strength,” Gaby Balzola, founder of MB Fit, said. “Bringing Technogym’s new Pure Strength line into the gym is something we’re really excited about. Our athletes and members train hard every day, and having equipment like this raises the bar for everyone. We’re proud to be part of introducing it here in Miami Beach.”
What’s Next?
In addition to adopting Technogym’s Pure Strength Line, MB Fit will further expand its footprint in the coming years with new services and formats designed to enhance the community that has always been its beating heart. That includes enhancing social spaces, shared experiences, and cultural events, as well as a dedicated sportswear line to carry the MB Fit identity beyond the gym walls.
