Many of us lead lives so hectic we hardly have time to hit the treadmill never mind take a deep breath and relax. However, the booming yoga industry (worth $27 billion dollars at last count) proves that mindfulness and meditation are an important part of a comprehensive fitness regime. In an effort to bring a balanced, head-to-toe workout to the masses, the team behind brain-sensing headband Muse has teamed up with fitness giants Gaiam and Reebok.
Leading yoga and fitness retailer Gaiam is InteraXon’s first retail partnership. The company will be selling InteraXon’s black Muse to US shoppers for $299 USD on its website and through its Amazon store until the end of October. Canadians and those looking for the white version of the headband can still purchase from InteraXon’s own website.
“Teaming up with Gaiam was a natural fit,” says Ariel Garten, Co-founder and CEO of InteraXon. “They understand the mind-body connection and the incredible impact a stressed mind can have on the body, no matter how physically fit. We are thrilled to have them as part of the Muse family.”
InteraXon has also partnered with Reebok on a small pilot study that explores the mental fitness space. The Consumer Insights Team at Rebook will use Muse to gain a better understanding of how people define mental illness while also gauging interest in the use of devices like Muse for self-improvement. Insights from this study will be used to shape Rebook’s thinking and support on mental fitness.
This isn’t the first time Reebok has expressed an interest in wearables and the brain. Last year, the athletic brand worked with MC10 to create CHECKLIGHT, a skullcap that measures the impact of blows sustained during contact sports. The device continuously measures the severity of blows to the head and provides coaches, trainers or parents feedback in real time via colour-coded lights.
Reebok’s interest in brain-sensing devices and Gaiam’s retail partnership with Muse affirm the fitness industry’s focus on uniting mental and physical wellness as part of a well-rounded approach to good health. It also strengthens the role wearables are playing in helping users to become more aware of their body and mind.