Obe Nabs Backing from Samsung Next, Athleta in Home-Fitness Bet

Obe Nabs Backing from Samsung Next, Athleta in Home-Fitness Bet

Obé Fitness’ co-founders/co-CEOs Mark Mullett and Ashley Mills toss around the word “entertrainment” a lot. For the record, it’s not a reference to the Butler County, Ohio-based amusement park that serves as the home of the “world’s largest train display,” but rather one of those industry portmanteaus like infotainment or webinar. Here it’s meant to be a reference to what the New York-based company sees as its principle differentiator from an increasingly crowded market. Mills describes it as “where entertainment and fitness meet. Talent is key to that. Not also being able to cast talent that can deliver a great workout, but they also have that X Factor. They have the ability to reach across the screen and make you feel something at home.” The company has been building up an audience of influencers as well, including Kelly Ripa, Kate Hudson and Tiffany Haddish, the latter of whom participated in the $15 million Series A the company is announcing today. “The capital is really about team growth and awareness in a couple of key business development initiatives,” says Mullett. “In …
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