A vibration plate from a Howell-based fitness and wellness brand is hitting the shelves at Target stores nationwide.
In a July 14 press release, Lifepro Fitness said its top-selling Waver Vibration Plate will launch at 1,728 of the big box chain’s locations across the U.S. It’ll also be for sale on Target.com.
For Lifepro, the expansion marks the first time one of the online venture’s products will be available through a mass national retailer.
The business began in 2017 with the goal of offering affordable equipment to help people recover, stay active and improve their wellness at home. The company’s founders, Joel Gottehrer and Abraham Brach, were inspired by their own experiences with ACL injuries. The two friends wanted to create accessible recovery solutions after struggling to find effective tools.
The direct-to-consumer brand’s lineup includes vibration technology, red light therapy, saunas, balance trainers, foam rollers, resistance bands, dumbbells and other equipment designed for fitness, mobility, pain relief and wellness.
Making waves
Billed as “America’s No. 1 vibration plate brand,” the Waver Vibration Plate has sold more than 3 million units and amassed thousands of five-star reviews, according to Lifepro.
Other NJ products hitting Target shelves:
Designed for users of all fitness levels, the $199.99 product uses powerful oscillation to deliver whole-body vibrations (up to up to 720 vibrations per minute) that engage muscles, improve blood circulation and support lymphatic drainage, Lifepro said. In addition to a non-slip surface, the Waver Vibration Plate features an LED display, multiple training modes and 99 speed settings. It also comes with a remote control, loop bands and resistance bands, according to Lifepro.
Commenting on the retail rollout, Gottehrer said, “Bringing one of our most beloved products, the Waver, to Target is a major milestone for Lifepro and helps our mission to make effective fitness and recovery solutions more accessible.”
“Our goal from day one has been to positively impact the lives of millions of people on their wellness journeys with innovative and easy-to-use products. Expanding into Target stores nationwide provides us an opportunity to introduce Lifepro and the benefits of whole-body vibration to even more consumers,” he said.
