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The Sufferfest will be brought under the Wahoo Fitness umbrella, in an effort by Wahoo "to develop fantastic new concepts and training solutions for our customers"

Wahoo Fitness has announced that it intends to complete the acquisition of The Sufferfest indoor cycling platform. 

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Review: Wahoo Kickr 2018

With Wahoo providing the hardware in the form of their Kickr smart training family, Elemnt GPS units and accessories such as the Kickr Headwind, the integration of The Sufferfest will now mean they can offer an extensive training app ready to go for their customers. A built-in training platform is something Wahoo have never previously offered, unlike other indoor training big-hitters such as Tacx and Bkool, so this is good news for those who want the software included with their Wahoo smart trainer purchase without having to take further subscriptions out elsewhere.   
Wahoo say they will still work closely with third-party training app providers to ensure Zwifters, TrainerRoad users etc will continue to have a seamless experience using them in conjunction with Wahoo trainers.  

The Sufferfest claim to offer the most complete training platform for cyclists, with plenty of structured training plans designed by elite coaches, strength training and even cyclist-specific yoga programs included in their library. Wahoo's CEO Chip Hawkins says: “We are really pleased to bring together the Wahooligan and Sufferlandrian communities. We share a common passion for the performance of endurance athletes and our collective knowledge will provide additional benefits to athletes everywhere.”

The Sufferfest founder David McQuillen says the partnership will allow the two brands to "develop fantastic new concepts and training solutions for our customers"; and although no changes to The Sufferfest business structure are planned as a result of the acquisition, we're told we can expect to see some new concepts and training solutions in the near future.    

After cobbling together a few hundred quid during his student days off the back of a hard winter selling hats (long story), Jack bought his first road bike at the age of 20 and has been hooked ever since.  He joined road.cc in 2017, having previously worked for 220 Triathlon magazine. Jack's preferred events are time trials, sportives, triathlons and pogo sticking (the latter being another long story), and on Sunday afternoons he can often be found on an M5 service station indulging in his favourite post-race meal of 20 chicken nuggets, a sausage roll, caramel shortbread and a large strawberry milkshake.