Walmart Canada debuts GoZone fitness brand

Walmart Canada is rolling out a new exclusive line of fitness products. The company has launched GoZone in partnership with Capelli New York with the aim of appealing to shoppers looking to build out a home gym, reignite a fitness routine or simply keep fit. 

"We pride ourselves on always delivering the utmost quality for our clients, and through our exclusive partnership with Walmart Canada, we're excited to officially launch GoZone in the Canadian market," said George Altirs, Capelli New York president and CEO.

"The health and fitness aisle at any store can be intimidating, with a variety of similar products all claiming to offer the same benefits," he said. "Our GoZone offering at Walmart will inspire confidence, remove intimidation and increase accessibility for quality fitness equipment. Whether you're into cardio, boxing or strength and conditioning, GoZone has the equipment for you to help you reach your fitness goals."

Capelli is a company under GMA Accessories, a global designer, manufacturer and distributor of multiple product categories including sporting goods, exercise and fitness equipment, athletic apparel, footwear, hosiery as well as many other categories that are private label and branded.

The Walmart Canada exclusive GoZone lineup features color-coded packaging, including red for cardio and blue for rest and recovery, and products include dumbbells, foam rollers, cardio ropes, yoga mats and resistance bands whose prices start at $1.98. 

Walmart Canada’s move is just the latest own brand effort from retailers looking to appeal to fitness-focused consumers. Target recently debuted All in Motion, a line of athletic products that includes weights and yoga mats, but also more broadly encompasses athletic apparel, from leggings and sports bras to hoodies and sweats.